現今許多成功的大公司，像是信用卡、旅行支票、聯邦快遞、7-11連鎖便利商店、Wal-Mart、星巴克咖啡、麥當勞等等都是傑出的商業創新，而且這些商業創新都不是科技創新的附屬品，因此純商學的創新也可能具有相當大的潛在價值，而商學的創作之一就是經營模式。 回應陳浩民（2005）等人的文獻研究結果，經營模式有其建構上的基本元件，可是前期研究當中並沒有提供充分的實證基礎，而且元件之間的組合關係也尚未釐清。因此有必要利用比較嚴謹的研究方法推進經營模式相關的學術研究，這當中的首要工作在於以代表性的案例發展出同時兼具學理與實務效度的經營模式元件概念內涵，並且從中發現元件間的關係網絡，在過去，此類工作都採用紮根分析法進行，本研究也準備採用紮根分析法歸納整理代表性案例所呈現的經營模式元件內涵及元件間關係脈絡。本研究配合使用Nvivo分析軟體來輔助紮根分析過程，並且同時也利用UCINET軟體來幫助分析經營模式的網絡關係。 本研究考量不同的經營模式類型會造成經營模式元件組合方式上的差異，因此在研究過程中以觀察經營模式所瞄準的機會來源與準備從事的價值活動佈局兩大觀點將經營模式分為四種類型。本研究透過逐一檢討各經營模式類型的元件內涵及元件間關係得知不同經營模式類型的差異在那些部分。 There are many successful companies such as FedEx, 7-11 chain convenient stores, Wal-Mart, Starbucks Coffees, and McDonalds. These companies are the leaders and trends among their industries. The reason of their success is not the technology invention, thus the pure business invention can also be very powerful. One of the business invention is named business model. According to the research results from Hou-Min Chen (2005), there are basic components to build the business model. There were not many research approvals at the beginning of the research. The relationships between the components were also not been defined. Therefore, a more strict research should be used. The starting point is to find some typical cases in order to develop both theoretical and practical business model components and also finding the relationship between the components. In the past, these researches were all be done by ground research which will also be used for this research. This research will use Nvivo soft ware to assistant the cycle of ground research. In addition, we also use UCINET soft ware to develop the network map of business model. Due to different business models have different dynamics of business model components. Therefore we used the axis of opportunity source and active layout to define the four forms of the business model. Then we will review every business model in order to understand the differences between each business model.
