臺灣博碩士論文加值系統

如今營銷主導邏輯已經從以商品為中心轉變為以服務為中心，從以商品交換、
依靠商品的流通創造金錢等有形的物質價值，轉變為通過企業與相關利益者多方
間的無形集體知識與智慧共同創造價值。本研究以個案分析法以及深度訪談法為
研究方法，基於文獻探討的結果，將價值共同創造模型進行擴充，形成品牌價值共
同創造的初步模型，並在案例分析中進行驗證模型的成立，再根據案例取樣兩兩結
合進行動態品牌價值鏈的模型組建。由此既可得出串聯式品牌價值鏈與其分支式
品牌價值鏈的關係探究。深度訪談則是根據文獻探討歸納出品牌關係的維繫、品牌
價值的內部運作以及促成動態品牌價值鏈因素為訪談構面，以了解構建品牌動態
價值連的因素為何。研究結果與發現有四大面向：一、「品牌價值共同創造的基
本條件」，消費者、網絡與成熟的創業環境為品牌的建構提供了有利的因素。品牌
價值主張的趨同將品牌連結，完整企業的品牌參與平台形成完整地價值共同創造
活動。二、「企業進行品牌價值共同創造的基礎模式」，能力架構、品牌參與平台、
以及感知體驗配置之間的相互作用組成了品牌價值共同創造的基礎。三、「串聯
式品牌價值鏈與分支式品牌價值鏈」，串聯式品牌價值鏈與分支式品牌價值鏈在資
源的流轉、價值主張、品牌參與平台以及感知體驗配置的狀態都不盡相同。四、
「動態的品牌價值鏈的因素」串聯式品牌價值鏈與分支式品牌價值鏈因為其價值
主張狀態的不同分別形成向心性動態發展模式以及擴散性地動態發展模式。資源
流轉的通暢性利於品牌價值鏈形成完整閉環體驗。

Nowadays, the logic of marketing-led has changed from commodity-centered to
service-centered, from the tangible material value of the exchange of goods and the creation of money by means of the circulation of goods, transformed into the creation of value through the intangible collective knowledge and intelligence between the enterprise and the relevant stakeholders. In this study, case analysis and in-depth interviews were used as research methods, and based on the results of literature research, the value cocreation model was expanded to form a preliminary model of the joint creation of brand values, and the establishment of the model was verified in the case analysis, and then the model of the dynamic brand value chain is combined according to the case sampling. Therefore, the relationship between the serial brand value chain and its branch brand value chain can be derived. The in-depth interview is based on the literature discussion and concludes the maintenance of brand relationship, the internal operation of brand value and the factors contributing to the dynamic brand value chain as the interview structure to understand the factors that constitute the dynamic brand value chain. The research results and findings have four major aspects: I. "Basic conditions for the joint creation of brand values", consumers, networks and mature entrepreneurial environments provide favorable factors for the construction of brands. The convergence of brand value propositions links brands and the brand participation platform of a complete enterprise form a complete value creation activity. II. " The basic model of the joint creation of brand values" by enterprises, the interaction among capability architecture, brand participation platform, and perceived experience configuration constitute the foundation for the joint creation of brand values. III. "Tandem brand value chain and branch brand value chain", tandem brand value chain and branch brand value chain are same in the state of resource circulation, value proposition, brand participation platform and perceived experience configuration. IV. The “factors of dynamic brand value chain" tandem brand value chain and branch brand value chain form a centripetal dynamic development mode and a diffusive dynamic development mode due to their different value proposition states. The fluency of resource circulation facilitates the formation of a complete infinite loop experience in the brand value chain.

目錄
摘要 ............................................................................................................ i
abstract ......................................................................................................ii
誌謝 ...........................................................................................................iv
目錄 ...........................................................................................................vi
表目錄 .......................................................................................................ix
圖目錄 ....................................................................................................... x
壹、 緒論 ................................................................................................. 1
一、 研究背景與動機 .............................................................................................2
二、 研究目的 ..........................................................................................................4
三、 研究範圍與對象 ..............................................................................................5
四、 名詞釋義 ..........................................................................................................5
貳、文獻探討............................................................................................ 8
一、 價值創造方式的變化 ......................................................................................8
（一）營銷主導邏輯影響品牌價值創造的方式 .................................................. 9
（二）商品與服務的關係 .................................................................................... 12
（三）企業價值主張 ............................................................................................ 13
（四）操作數資源與操作性資源 ........................................................................ 15
二、 品牌價值的共同創造 ....................................................................................20
（一）聯合生產與使用價值 ................................................................................ 20
（二）品牌參與平台 ............................................................................................ 25
（三）體驗感知配置 ............................................................................................ 28
（四）能力架構 .................................................................................................... 31
三、 品牌的動態價值鏈 ........................................................................................32
（一）品牌生態與價值鏈 .................................................................................... 33
（二）利基者與關鍵者的關係 ............................................................................ 34
（三）在品牌價值鏈中的價值感知 .................................................................... 35
四、 文獻總結 ........................................................................................................37
參、研究方法與設計 .............................................................................. 41
一、 研究架構 ........................................................................................................41
二、 研究工具與步驟 ............................................................................................44
（一）研究工具 .................................................................................................... 44
（二）研究步驟 .................................................................................................... 44
三、 研究方法 ........................................................................................................46
（一）個案分析法 ................................................................................................ 46
（二）深度訪談法 ................................................................................................ 50
肆、 案例分析與研究結果 .................................................................... 54
一、 A 組案例分析 ...............................................................................................57
（一）個案A1『好好住移動app』.................................................................... 57
（二）個案a2『wuu 家居用品』........................................................................ 69
（三）A 組案例企業透過價值共同創造建構串聯式價值鏈模式 .................... 75
二、 B 組案例分析................................................................................................83
（一）個案B1『小米』....................................................................................... 83
（二）個案b2『騎記單車』 ............................................................................... 92
（三）B 組案例企業透過價值共同創造建構分支式品牌價值鏈模式............. 99
三、 深度訪談分析 ..............................................................................................106
（一）品牌結構與關係的建立 .......................................................................... 106
（二）體現品牌價值的內部運作 ...................................................................... 112
（三）促成品牌價值共同創造與價值鏈的因素 .............................................. 118
四、 整合分析 .....................................................................................................122
（一）品牌價值共同創造的基本條件 .............................................................. 122
（二）企業進行品牌價值共同創造的基礎模式 .............................................. 127
（三）串聯式品牌價值鏈以及分支式品牌價值鏈模式 .................................. 134
（四）探究構建動態的品牌價值鏈的因素 ...................................................... 138
伍、結論與建議 .................................................................................... 143
一、 企業透過價值共同創造建構品牌價值鏈之關鍵因素 ..............................143
（一）影響品牌價值共同創造的四項基本條件 .............................................. 144
（二）企業的能力架構、品牌參與平台、體驗感知配置對品牌價值共同創造
模式的影響.......................................................................................................... 146
（三）串聯式品牌價值鏈與分支式品牌價值鏈模式的異同 .......................... 148
（四）動態的品牌價值鏈的建構因素 .............................................................. 151
三、 研究建議與未來應用 .................................................................................154
（一）研究檢討.................................................................................................. 154
（二）研究建議.................................................................................................. 155
參考文獻............................................................................................... 156
中文文獻...............................................................................................................156
外文文獻 ...............................................................................................................157
附錄 ....................................................................................................... 159
附錄一訪談逐字稿...............................................................................................159
附錄二開放性譯碼 ...............................................................................................207
表目錄
表 1 品牌價值意義的演變 ...........................................................................................10
表 2 操作性資源的層級結構 .......................................................................................18
表 3 構建品牌動態價值鏈因素訪問大綱 ...................................................................51
表 4 訪談對象說明以及身份編碼 ...............................................................................52
圖目錄
圖 1 品牌價值由二元關係轉為多元關係價值共同創造圖 ...................................... 11
圖 2 二元關係下的價值共同創造圖 .......................................................................... 24
圖 3 品牌價值共同創造初步模型圖 .......................................................................... 39
圖 4 研究架構圖 .......................................................................................................... 43
圖 5 案例分析架構圖 .................................................................................................. 54
圖 6 品牌價值共同創造初步模型圖 .......................................................................... 55
圖 7 分析次序圖 .......................................................................................................... 56
圖 8 好好住社交平台帳號 .......................................................................................... 58
圖 9 好好住發展過程圖 .............................................................................................. 59
圖 10 好好住移動應用端 ............................................................................................ 62
圖 11 好好住價值共同創造模型圖 ............................................................................ 68
圖 12 wuu 發展過程圖 ................................................................................................. 70
圖 13 wuu 產品 ............................................................................................................. 72
圖 14 wuu 在好好住上的主頁建置 ............................................................................. 72
圖 15 wuu 價值共同創造模式圖 ................................................................................. 75
圖 16 A 組案例品牌價值共同創造圖 ...................................................................... 76
圖 17 串聯式品牌價值鏈 ............................................................................................ 77
圖 18 串聯式品牌價值鏈向心性發展模式圖 ............................................................ 79
圖 19 小米發展過程圖 ................................................................................................ 85
圖 20 小米有品商城 .................................................................................................... 86
圖 21 小米米家app 功能 ............................................................................................ 89
圖 22 小米價值共同創造模式圖 ................................................................................ 92
圖 23 騎記發展過程圖 ................................................................................................ 93
圖 24 騎記app 內容 .................................................................................................... 95
圖 25 騎記價值共同創造模式圖 ................................................................................ 98
圖 26 B 組案例品牌價值共同創造圖....................................................................... 99
圖 27 分支式品牌價值鏈模式圖 .............................................................................. 100
圖 28 分支式品牌價值鏈向心性發展模式圖 .......................................................... 101
圖 29 價值感知在價值共創中的循環 ...................................................................... 128

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