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研究生:鍾政達
研究生(外文):Cheng-TaChung
論文名稱:電子煙對傳統菸草市場的影響:破壞式創新之觀點
論文名稱(外文):The E-cig impact on traditional tobacco market: Perspectives of disruptive innovation
指導教授:方世杰方世杰引用關係
指導教授(外文):Shih-Chieh Fang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:72
中文關鍵詞:電子煙破壞式創新質性訪談田野調查
外文關鍵詞:electronic cigarettedisruptive innovationfieldworkqualitative visits
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本研究根據電子煙的產品特性,將其產品定位為一種《破壞式創新》(disruptive innovation)的創新式產品,研究根據此項創新模式來探討,破壞式創新對傳統的煙草市場究竟會產生什麼樣的影響。電子煙自1967年的雛型出現後,因技術上的障礙無法克服導致產品沉寂一時,直到中國中醫師韓力於2000年提出透過丙二醇混合尼古丁液體,透過加熱技術將液體霧化成類似煙霧體吸入肺部以達到模擬傳統吸菸的情境,此時的電子煙產業才具備一個較有系統化的產品全貌。電子煙興起於歐美,對世界各地的公部門、傳統菸草廠商、吸菸族群所造成前所未見的波瀾,由於電子煙的功能具備傳統菸草產品的撫慰功能特性,但是在控制功能上甚至勝於傳統煙草產品,造成電子煙產品替代性質強,並且強調安全、可控制、相較健康等多種優勢功能。然而,即便擁有多項被視為破壞式的創新優勢,電子煙是否能在利益龐大複雜的菸草的市場中突圍成功?抑或只是曇花一現的新業?
  目前各國對電子煙的法令尚未明朗,造成電子煙的發展產生所謂的不同政策不同調。電子煙在台灣國內是一個模糊的灰色產業,由於不健全的法源,政府機關僅明文規定禁止尼古丁產品的生產、輸入、販賣,但對於電子煙產品在無明確的法規規範情況下,龐大的產業利益使得各方利益團體相互角力,地下市場的商業活動正絡繹不絕的上演。本研究透過質性訪查藉由實際訪談電子煙企業進一步了解電子煙產品與菸草產品的不同之處,並且針對使用者對於電子煙產品與菸草產品的使用經驗,歸納整理出兩種產品的不同之處,再藉由雷頓.克里斯汀生(Clayton M. Christensen)的《破壞式創新理論》歸納質性訪談相關資訊辨別電子煙產業是否可以透過破壞式創新理論找出適當的營運模式並且進一步尋找合作的理想對象,來映證此產業是否具有市場潛力?另一方面藉由電子煙產業的創新成功模式,讓傳統菸草產業得以改變過去舊有的企業策略,參照其電子煙成功模式,進一步反省思考如何利用現有的資源優勢,組合出最佳的資源策略性配置,藉此活化產業發展。
SUMMARY
Electronic cigarette term, in just a few decades has become a global issue. Before electronic cigarette products appear, for a long time, the majority of the products have been used by drug addicts remain in the traditional tobacco products, such as: cigarettes, cigars, hookah and other tobacco or tobacco-related products. In this part of the industrial ecology is that the long-term stable and difficult to shake the status. Disruptive innovation is a sufficient subversive innovation mainstream market, this study will explore the electronic cigarette products Meets become a destructive and innovative products, and then cut from the devastation innovation this perspective to the electronic cigarette products to traditional and stable tobacco industry the impact.

This study using qualitative research and fieldwork. With the electronic cigarette industry to tap this emerging relationship between the diameter and undermine innovation between theory and explore the further expansion of this relationship through their effects to traditional tobacco market should ring.
Keywords: electronic cigarette, disruptive innovation, fieldwork, qualitative visits

INTRODUCTION
This study was based on product characteristics electronic cigarette, its product positioning as a destructive innovation (disruptive innovation) in innovative products, based on this research to explore innovative models and undermine innovation on the traditional tobacco market what will produce what kind of impact. Electronic cigarettes since 1967 prototype appeared due to insurmountable technical obstacles cause the product to quiet a long time, until the proposed hybrid force Han Chinese medicine practitioners glycol liquid nicotine through in 2000, by heating the liquid atomization technology into similar aerosols to reach the lungs simulate the traditional smoking situation, only this time with a more electronic cigarettes have systematic product picture. Electronic cigarettes rise in Europe, the public sector around the world, traditional tobacco companies, smokers ethnic unprecedented waves caused due to electronic cigarette function with comfort features traditional tobacco products, but in control even win traditional tobacco product, electronic cigarette products cause strong alternative in nature and emphasis on safety, health, many advantages can control functions. However, even with a number of innovative edge is considered destructive, and whether the electronic cigarette can breakout success in the interests of large and complex market in tobacco? Or is it just a short-lived new industry?

Current national electronic cigarette Act uncertain, resulting in the development of a so-called electronic cigarette different policies different tune. Electronic cigarette in Taiwan, the country is a fuzzy gray industry due to inadequate sources of law, government agencies only forbid nicotine production, importation, sale, but for electronic cigarette products in the absence of clear norms and regulations, the huge industrial interests so that the interests of all groups wrestle, underground market a constant stream of business activity is staged. In this study, through qualitative interviews with actual visits by electronic cigarette companies to further understand the difference between electronic cigarettes and tobacco, and summarized for different users of electronic cigarette products and tobacco products at again by Layton. Christensen (Clayton M. Christensen) disruptive innovation theory inductive qualitative interviews information to identify whether the electronic cigarette industry can find the appropriate mode of operation through the destruction of innovation theory and further cooperation to find the ideal target to reflect this card industry whether the market potential? On the other hand by the electronic cigarette industry successful model innovation, so that the traditional tobacco industries that change the past, the old corporate strategy with reference to its successful model of electronic cigarette, thinking about how to further reflect on the use of existing resources, the best combination of strategic resources configuration, whereby the activation of industrial development.

MATERIALS AND METHODS
This study selected two different levels of management objects, respectively, marketing and production industry is the difference maker. The company also responsible for setting the background to do different professional backgrounds difference compared with artistic background and medical background to make distinction. After the above factors, to make reasonable inferences through fieldwork, interviews by the parties, in accordance with the growth of the environmental background of the parties were extracted emotional and rational analysis of the status of the industry, two from the perspective view of the electronic cigarette industry, via extraction re-organize information to make findings of academic reference value.

RESULTS AND DISCUSSION
The emergence of electronic cigarette is an inevitable trend, as the development of electric vehicles in general. Early on, the electric car is not located in the main means of transport, and therefore to the mainstream market products as a tool to reduce environmental pollution used to replace excess combustion engine vehicle. Effect of rigid thinking generated transparent information as mentioned earlier, will allow industrial development stalled, so we need without resistance through a conduit to communicate in many ways, the government not only to understand the dynamics of today's industry, but also need to look ahead focus on the integrity of the industry, rather than stick to the old thinking. If the development of the industry because of the policy direction is affected, academic institutions is that the decision an important factor in the industrial development orientation, academic institutions should not only be limited to the positioning in the research and publication of relevant research theoretical results behind closed doors is not done and the reality status of industry is the result of combining our most do not like to see, the academic theory and practical experience in the industry to be bonded to each other to, through this way to communicate on the theory and practice stimulate more innovative products.

CONCLUSION
1. Feed rate products and market demand are not synchronized.
On the supply speed of the product, whether actual or virtual operating concept of core electronic cigarette essentially all the traditional tobacco has a much different point, this comprehensive concept of traditional tobacco use destructive groups who will have to change in the short term to their old ideas requires a considerable adaptation period. But through research we can be sure that when the performance trajectory products and tobacco products produce the intersection, the impact of smoking electronic cigarette products produced by the group is really consistent with characteristics of destructive innovation.

2. Learn and understand the differences of the products at the core values.
When we face an unknown innovative products, due to the core values of the product it is not clear because it is often the wrong decisions and thus missed many valuable opportunities. Therefore, whether we are in the face or the implementation of any innovation, as long as the grasp of the most important core value, through the understanding of the observed differences between the product and the product, use the product advantages and disadvantages of the Department to improve its business will be able to that chaos is not to find out the entrance to the market.
摘要 I
Abstract III
謝誌 VIII
目錄 IX
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的與問題 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 破壞式創新 6
第二節 電子煙產品特性與破壞式創新特徵比對 14
第三節 總結 21
第三章 電子煙產業分析 24
第一節 什麼是電子煙 24
第二節 電子煙的演進 26
第三節 電子煙液體 30
第四節 電子煙產業趨勢概況 33
第五節 電子煙產業所面臨的法律問題 37
第四章 質性研究方法與流程 39
第一節 研究方法 39
第二節 研究設計 41
第三節 資料蒐集與分析之方法 43
第五章 個案分析與討論 46
第一節 市場破壞者 47
第二節 次文化的破壞 50
第三節 公開透明化 56
第四節 良性溝通管道 60
第六章 結論與建議 63
第一節 結論 63
第二節 研究意涵 66
第三節 未來研究方向 69
參考文獻 71


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