臺灣博碩士論文加值系統

現今產業結構，在近幾年來已漸漸由製造業營運模式轉型為服務業型態，許多企業亦紛紛投入服務業的市場競爭。在營運模式的轉變下，許多層面將因面對的對象而有所差異，製造業是以供應商之間關係為主要競爭優勢，服務業則是如何長期與顧客保持良好關係為主要活動。本研究欲討論一家企業在營運模式上，從企業對企業（Business-to-Business，B2B）模式轉型成為企業對顧客（Business-to-Customer，B2C）模式的過程。本研究以一家在塑化產業市場上佔有領導地位的企業為研究對象。該企業在競爭優勢上是透過垂直整合的供應鏈和成本領導。由於該企業創始人在企業初創期本是以服務為觀念，爾後因投入塑化產業使得企業營運模式根深蒂固於製造業。秉持原有的服務精神與想法，該企業試圖想將市場版圖，運用在製造業所經營成功模式來延伸至服務業的領域，然而到目前為止並較佳的成果表現。主要的原因在於成本領導的競爭策略在企業對企業的營運模式上是成功，而在企業對顧客的營運模式上卻無法發揮同樣的作用。針對此問題本研究採用學者Ives所提出的顧客服務生命週期模型（Customer Service Life Cycle，CSLC）來對企業服務顧客的步驟上進行探討。顧客服務生命週期的模型是以服務流程的完整性，從顧客有需求、企業如何滿足顧客需求、顧客如何接受企業服務、企業對顧客的售後服務到最後顧客是否決定再次被企業服務等四大階段來進行整個流程的分析。同時本研究也利用統一塑模語言（Unified Modeling Language，UML）來輔助顧客服務生命週期模型建置上的應用，利用統一塑模語言獨特的視覺化效果呈現出流程間關係與順序，形成一個標準的服務流程和提供未來企業在建置網站的藍圖。透過標準服務模型的藍圖，本研究對象在網站系統的建置上可以達到完整性與一致性。本研究亦針對顧客服務生命週期理論對本研究對象提出策略上建議，包括系統建置與改進的應用策略與看法，針對服務週期的每一步驟做出適當且合理的討論與建議，突顯出顧客服務生命週期對本研究的貢獻。最後本研究將提出標準服務模型建置的藍圖，運用該模型的再利用性在本研究對象的相關服務產業，運用藍圖基本架構建立標準服務流程，不論實體通路或虛擬通路上的服務皆可運用本研究提出模型再次複製，證明本研究貢獻有可利用性。最終協助企業建置出一套具有整體性與一致性的網路系統讓顧客能更仔細明瞭企業整體運作與營運模型。

In this research, we study a company’s transformation of its business model from B2B to B2C. The company is a leader in the B2B market of the Plastics and Chemical industry. Its major competitive advantage is cost leadership through vertically integrated supply chain. The company has attempted to expand its success to the B2C market, however the performance so far is disappointing. One major reason is that the cost-oriented strategy in the B2B market may not play well in the service-oriented B2C market. To address the problem, we use the Customer Service Life Cycle (CSLC) model of Ives to model the step-by-step service needs of customers. We also use the Unified Modeling Language (UML) to web-enable the CSLC model in the B2C market. In particular, reusability of the UML-based blueprint is discussed. Implications and strategic recommendations for companies interested in transforming their business models from B2B to B2C are also discussed.

Contents
Abstract (Chinese) …………………………………………………….. i
Abstract (English) ……………………………………………………... iii
Contents ……………………………………………………………….. iv
Tables ……….…………………………………………………………. vi
Figures ……………….………………………………………………... vii
1. Introduction ……………………………………………………........ 1
1.1 Background and Motivation .……………………………….. 2
1.2 Research Purposes ……………………………………………. 3
1.3 Research Process and Framework ……………………………. 4
1.4 Research Limitation …………………………………………... 7
2. Literatures Review ………………………………………………….. 8
2.1 The Characteristics and Value of the Manufacturing Industries.. 9
2.2 The Characteristics and Value of the Service Industries ……... 11
2.3 The Characteristics and Value of Customer ………………….. 14
2.4 Customer Relationship Management ………………………… 19
2.4.1 Definition of CRM ……………………….…………….... 19
2.4.2 Information Technology application for CRM ………..… 21
2.5 Customer Service Life Cycle ………………………………… 23
2.5.1 Introduction of CSLC Model ……………………………. 23
2.5.2 Application of CSLC Model …………………………….. 26
2.6 UML ………………………………………………………….. 29
2.6.1 Business Model with UML …………………………….... 29
2.6.2 The Implementation of CRM with UML ………………... 32
2.7 Summary …………………………………………………...… 33
3. Methodology ………………………………………………………. 35
3.1 UML ………………………………….………………………. 35
3.1.1 Introduction …………………...…………………………. 35
3.1.2 Diagrams in the UML …………………………………… 37
3.2 Objective of the Study ……………………………………….. 40
3.2.1 Introduction of the Company’s On-line Shopping Mall .... 40
3.3 Development and Application of CSLC ……………………... 43
3.3.1 Establishing the CSLC Model …………………….…….. 43
4. Implementation …………………………………………………….. 50
4.1 Dynamic Models …………………………….……………….. 51
4.1.1 Use Case Diagram …………….…………………………. 51
4.1.2 Activity Diagram ……………………………………...… 58
4.2 Static Model ………………………………………………….. 61
4.2.1 Shopping UI ……..………………………………………. 62
4.2.2 DMS ……………………………………………………... 63
4.3 Summary ………………………………………………...…… 63
5. Discussions and Recommendations ……………………………….. 65
5.1 Discussions …………………….…………………………….. 65
5.2 Recommendations …………………………………………..... 71
5.3 Research Contribution ……………………………………...... 72
5.3.1 Extensive Applications ……………………….…………. 72
5.3.2 Reusability ………………………………………………. 77
5.4 Limits and Future Research …………………………………… 78
References …………………………………………………………….. 81



Table Contents
Table 2-1 Reasons for the Growth in the Service Industries ….………. 11
Table 2-2 The CSLC Model ………….….……………………………. 23
Table 2-3 The CSLC Model in Franchising ..…………………………. 26
Table 3-1 Types of acquiring the products ……………………………. 44
Table 4-1 The CSLC Model and the Corresponding UML Diagrams ... 49
Table 5-1 Strategic Application with CSLC Model ……..……………. 64
Table 5-2 The application of the CSLC model in Biotechnology Shops 71

















Figure Contents
Figure 1-1 Research process ………………………………………………………… 5
Figure 1-2 Research Framework …….……………………………………………… 6
Figure 2-1 A critical success factors model with strategic and tactical factors …….. 10
Figure 2-2 Concepts of the CRM systems …..…………………………………...… 13
Figure 2-3 Three perspectives of customer value …...……………………………... 16
Figure 2-4 Components of Value …………………………………………...……… 18
Figure 2-5 Business orientation of the last 150 years .……………………...……… 20
Figure 2-6 A CRM framework ……………………………………………...……… 21
Figure 2-7 CSLC Model …..…………...…………………………………...……… 23
Figure 2-8 Activity diagram ………………………………………………...……… 30
Figure 3-1 Dependencies .………………....………………………………...……… 34
Figure 3-2 Associations ….……..…………………………………………...……… 35
Figure 3-3 Generalizations ……………..…………………………………………... 35
Figure 3-4 Realization …….………………………………………………...……… 36
Figure 3-5 Process of on-line shopping …………………………..….……...……… 41
Figure 3-6 Process of after-sale service …….….….………..………..……….….… 47
Figure 3-7 Standard service process of the CSLC Model ………..………....……… 48
Figure 4-1 Names of Use Cases and Actors ………………………………...……… 51
Figure 4-2 Basic Use Case Diagram of an On-line Shopping Mall ………...……… 52
Figure 4-3 Use Case Diagram of Requirements ..…………………………...……… 53
Figure 4-4 Use Case Diagram of Select Source ..…………………………...……… 54
Figure 4-5 Use Case Diagram of Choosing ………………………………...……… 54
Figure 4-6 Use Case Diagram of Cellular Phone …………………………...……… 54
Figure 4-7 Use Case Diagram of Acquisition ….…………………………...……… 55
Figure 4-8 Use Case Diagram of After-sale System ……..………………...……… 56
Figure 4-9 Use Case Diagram of After-sale Service ……………………...…...…. . 57
Figure 4-10 Activity Diagram of the Shopping flow .……………………...……… 58
Figure 4-11 Activity Diagram of After-sale Service Flow .………………...……… 59
Figure 4-12 Establishment of the Class Diagram ..…….…………………...……… 60
Figure 4-13 Class Diagram of the Shopping UI .…………………………...……… 61
Figure 4-14 Class Diagram of the DMS .…………………………………...……… 62
Figure 5-1 The use case diagram of basic service flow of the Biotechnology Stores 73
Figure 5-2 The use case diagram of general shopping flow of the Biotechnology Store
…………………………………………………………………………………......... 73
Figure 5-3 The use case of the after-sale service flow the Biotechnology Store ……74
Figure 5-4 The activity diagram of shopping in the Biotechnology store ......……… 75
Figure 5-5 The activity diagram of after-sale service ……………..….……………. 76
Figure 5-6 The framework of further research …..…………………………………. 78

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