學術界與實務界普遍都有一個共識，即創新是企業獲利的重要手段之一，但空有創新，仍無法為企業帶來獲利，必須配合商業的手法，將創新所創造出來的價值，轉變為企業的利潤，才有其商業價值的存在，而在這裡所說的商業手法，指的即是經營模式。由於電子商務及網路公司的發達，初期學者們普遍認為經營模式的創新即等同於科技的創新，但根據後來學者的研究顯示，經營模式的創新包含了科技的創新及非科技創新在內。
隨著平面顯示器技術的進步，面板的應用面也愈來愈廣，也造就了數位面板廣告業務的發展，本研究藉由探索經營模式、創新及創新經營模式的相關文獻，同時以個案研究的方式，希望可以達到幾個目的，即(1)瞭解企業在數位面板創新的發展情形及可能發展的經營模式。(2)分析影響發展經營模式的科技及非科技因素。(3)分析創新經營模式的成份要素。(4)分析創新經營模式對競爭優勢與價值創造的相關性。(5)建立科技產品創新經營的發展與管理模式，以供後續研究與實務參考。
本研究針對零售店面數位面板廣告服務，做全面性的分析，探討相關科技及非科技因素對創新經營模式的影響，並引導出創新經營模式的競爭優勢及其價值，建立了零售店面數位面板廣告服務的架構，同時並推導出八個命題，並藉由以上命題，以釐清創新經營模式內參與廠商間的關係與彼此之間互相的影響。

Academics and practitioners generally have a consensus that innovation is an important means for a firm to get profits. It can’t not bring firms profits only with innovation, but still have to combine with business method. The business method will turn the value created by innovation into corporate profits, and this is its value of existence. The meaning of business method mentioned here is as well as business model. Owing to the development of e-commence and dot-com companies, initially scholars generally agreed that business model innovation is equivalent to the technological innovation. According to the later researches revealed that business model innovation includes not only technology innovation but also non-technological innovation.
With the advance of flat panel technology, the application of panel is more widely. It also created the digital signage advertising business and its development. This paper reviews literatures about business model, innovation, and business model innovation as well as a case study, hope to achieve some purposes. (1) Understand the development of digital signage innovation and its possibilities to create business models. (2) Business model analysis on the development of technology and non-technological factors. (3) Business model innovation analysis on the components. (4) Analysis the relationship between business model innovation and competitive advantage as well as value created. (5) Establish technology products’ innovation business development and management model for future research and practical reference.
In this study, we do a comprehensive analysis on digital signage advertising service in retail stores. Discuss the technology and non-technological factors’ effects on business model innovation, lead to the competitive advantage and value, and build up the structure of digital signage advertising service in retail stores. At the same time, eight propositions are deduced. By the above propositions, we want to clarify the relationship between business model innovation participating companies and their mutual influences.

謝辭………………………………………………………………………………………I
摘要……………………………………………………………………………………...II
Abstract ……………………………………………………………………………….III
目錄……………………………………………………………………………………..V
表目錄…………………………………………………………………………………VII
圖目錄………………………………………………………………………………..VIII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 5
第三節　研究流程 6
第二章　文獻探討 7
第一節　經營模式相關的文獻 7
一、 經營模式的定義與概念 7
二、 經營模式的發展歷程及架構 9
第二節　創新相關的文獻 12
一、 創新的意義 12
二、 創新模式與價值 13
第三節　創新經營模式相關的文獻 16
一、 創新經營模式概念 16
二、 合作關係與創新經營模式的關係 16
第三章　研究架構與方法 18
第一節 研究架構 18
第二節 研究變數 19
一、 創新經營模式 19
二、 科技創新因素與非科技創新因素 19
三、 價值與競爭優勢 20
第三節 研究方法 21
第四節 研究流程 22
一、 研究流程 22
二、 研究對象 22
三、 資料收集 23
第四章研究命題與模式建構 24
第一節 數位面板廣告服務產業發展情形 24
一、 硬體產業： 24
二、 軟體產業： 25
三、 網際網路： 25
四、 資訊內容： 25
第二節 創新經營模式分析 27
一、 產品面：價值主張 27
二、 顧客介面－目標客戶、通路、關係 28
三、 架構管理：價值結構、核心能力、合作夥伴關係 30
四、 財務構面：成本結構、營收模式 32
第三節 影響創新經營模式要素分析 34
一、 科技因素 34
二、 非科技因素 37
第四節 個案創新經營模式的競爭優勢及價值 42
一、 個案創新經營模式的競爭優勢 42
二、 個案創新經營模式的價值 44
第五章　研究結論與建議 49
第一節　研究結論 49
一、 建立零售店面數位面板廣告服務的創新經營模式的架構 49
二、 推導八個研究命題以釐清創新經營模式內參與廠商的關係與影響 49
第二節　對學術理論與實務的意涵 50
一、 對學術理論的意涵 50
二、 對實務的意涵 50
第三節　研究限制 52
第四節　後續研究建議 53
參考文獻……………………………………………………………………………….54

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