博碩士論文 100481008 詳細資訊




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姓名 劉貞萍(Chen-Ping Liu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 兩岸大專技職生新創企業商業模式之比較研究
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摘要(中) 現今產業環境面臨前所未有的快速迭變,激烈的全球化競爭、大量使用資訊與通信技術,更讓商業環境快速變化與日益複雜,企業面臨的高風險和不確定性比以往更大。如何創造客戶價值並為企業帶來利潤,必須有一套整合性的商業模式架構。
本研究旨在探討不同時期,各學者所提出的商業模式架構與其關鍵要素的分析探討,以Osterwalder與Pigneur(2010)之商業模式畫布做為新創企業商業模式之研究架構,並以兩岸的技職學生為研究對象,進行新創事業的實證分析。
本研究目的藉以瞭解新創業者在創業過程中,對於商業模式架構之關鍵要素,在創業前、後是否有認知的差異;並由關鍵要素觀念的轉移,分析商業模式中關鍵要素之重要性與困難度分析與要素在創業前、後轉換的原因。透過本研究,亦能夠了解並幫助研究對象在創業過程以系統化的方式進行,有效透過企業與學校緊密合作之平臺,並獲得與企業實務合作經驗,提升學習意願;對於新創事業經營,有更系統性的認識以降低創業風險,進而提高成功率。

關鍵字:商業模式、商業模式畫布、關鍵要素、策略
摘要(英) Nowadays the industry environment has encountered the unprecedented rapid changes. The keen global competition and the extensive use of information and communication technology, even make the commercial environment change fast and grow complex increasingly. The high risks and uncertainty the corporations face are a lot greater than ever. There has to be a set of business model framework in the way how to creatate the customer value and bring profits to the corporations.
This study aims to discuss the business model frameworks the scholars propose in different periods of time and analyze their key elements. The business model canvas of Osterwalder and Pigneur (2010) will serve as the research framework for the business models of the new ventures. Targeting at the college and vocational school students from both sides of the strait, the study will conduct the practical analysis on the new ventures.
The study aims to understand the new entrepreneurs’ key elements of the business model framework in the process of starting a business and whether they have some difference in recognition before and after starting a business. Through the conceptual transfer, I will analyze the importance and difficulty in terms of the key elements of the business model and the reasons for the transformation after starting a business. Through this study, I expect to understand and help the research subjects to build a systematic method in the process of starting a business. By making use of the platform where the corporations and schools have close cooperation, the students will gain the practical experience of working with corporations and therefore increase their learning intention. As for the management of the new ventures, they will have a more systematic understanding, which will lower the risks of starting a business and raise the rate of success.


Keywords: business model, business model canvas, key elements, strategy
關鍵字(中) ★ 商業模式
★ 商業模式畫布
★ 關鍵要素
★ 策略
關鍵字(英) ★ business model
★ business model canvas
★ key elements
★ strategy
論文目次 目錄
摘要 I
ABSTRACT II
目錄 III
表目錄 V
圖目錄 IX
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究方法 4
1.5 章節架構與流程 4
第二章 文獻回顧 6
2.1 商業模式理論 6
2.1.1 商業模式定義 7
2.1.2 電子化商業模式 9
2.1.3 商業模式與策略 14
2.2 商業模式建構 22
2.2.1 商業模式之建構 23
2.2.2 商業模式畫布 27
第三章 研究方法 34
3.1 研究架構 34
3.2 資料分析方法 34
3.3 研究方法 38
3.3.1 Wilcoxon符號等級檢定 38
3.3.2 Mann-Whitney U檢定 39
第四章 實證分析 42
4.1 重要性分析 42
4.1.2 台灣創業者重要性分析 46
4.1.3 兩岸創業者重要性之比較分析 48
4.2 困難度分析 51
4.2.1 中國創業者困難度分析 51
4.2.2 台灣創業者困難度分析 54
4.2.3 兩岸創業者困難度之比較分析 56
4.3 要素相對重要性分析 58
4.3.1 要素相對重要性分析(中國創業者) 58
4.3.2 要素相對重要性分析(台灣創業者) 62
4.3.3 兩岸創業者相對重要性之比較分析 66
4.4 要素相對困難度分析 70
4.4.1 要素相對困難度分析(中國創業者) 70
4.4.1 要素相對困難度分析(臺灣創業者) 73
4.4.3 兩岸創業者相對困難度之比較分析 76
4.5 實證資料彙整分析 80
第五章 結論與建議 84
5.1 研究發現 84
5.2 實務意涵 85
5.3 研究限制 86
5.4 後續研究建議 87
參考文獻 88
中文部份 88
英文部份 89
附件A:商業模式調查問卷 95
附件B:商業模式團隊工作週誌 107

表目錄
表 2.1-1電子化模式分類與描述 11
表 2.1-2電子化模式分類與描述 12
表 2.1-3 E-Buesiness Models組成要素 12
表 2.1-3 E-Buesiness Models組成要素(續) 13
表 2.1-4策略的定義 15
表 2.1-4策略的定義(續) 16
表 2.2-1商業模式框架 24
表 2.2-2策略性資源的內涵 31
表 3.3-1 Wilcoxon符號檢定之決策規則 39
表 4.1-1各要素重要性評分平均數(中國) 43
表 4.1-2各要素重要性之Wilcoxon符號等級檢定(中國) 44
表 4.1-3關鍵合作夥伴重要性之Wilcoxon符號等級檢定(中國) 44
表 4.1-4關鍵活動重要性之Wilcoxon符號等級檢定(中國) 45
表 4.1-5顧客關係重要性之Wilcoxon符號等級檢定(中國) 45
表 4.1-6各要素重要性評分平均數(臺灣)) 46
表 4.1-7各要素重要性之Wilcoxon符號等級檢定(臺灣) 47
表 4.1-8目標客層重要性之Wilcoxon符號等級檢定(臺灣) 47
表 4.1-9收益流重要性之Wilcoxon符號等級檢定(臺灣) 48
表 4.1-10各要素重要性之Mann-Whitney U檢定 48
表 4.1-10各要素重要性之Mann-Whitney U檢定(續) 49
表 4.1-11關鍵合作夥伴重要性之Mann-Whitney U檢定(創業前) 49
表 4.1-12收益流重要性之Mann-Whitney U檢定(創業前) 50
表 4.1-13關鍵合作夥伴重要性之Mann-Whitney U檢定(創業後) 50
表 4.1-14價值主張重要性之Mann-Whitney U檢定(創業後) 50
表 4.1-15目標客層重要性之Mann-Whitney U檢定(創業後) 51
表 4.2-1各要素困難度評分平均數(中國) 52
表 4.2-2各要素困難度之Wilcoxon符號等級檢定(中國) 52
表 4.2-2各要素困難度之Wilcoxon符號等級檢定(中國)(續) 53
表 4.2-3關鍵合作夥伴困難度之Wilcoxon符號等級檢定(中國) 53
表 4.2-4關鍵活動困難度之Wilcoxon符號等級檢定(中國) 54
表 4.2-5各要素困難度評分平均數(臺灣) 54
表 4.2-6各要素困難度之Wilcoxon符號等級檢定(臺灣) 55
表 4.2-7價值主張困難度之Wilcoxon符號等級檢定(臺灣) 56
表 4.2-8各要素困難度之Mann-Whitney U檢定 56
表 4.2-8各要素困難度之Mann-Whitney U檢定(續) 57
表 4.2-9關鍵合作夥伴困難度之Mann-Whitney U檢定(創業前) 57
表 4.2-10通路困難度之Mann-Whitney U檢定(創業前) 57
表 4.2-11價值主張困難度之Mann-Whitney U檢定(創業後) 58
表 4.3-1各要素相對重要性平均數與總體排名(中國) 59
表 4.3-2各要素相對重要性之Wilcoxon符號等級檢定(中國) 59
表 4.3-2各要素相對重要性之Wilcoxon符號等級檢定(中國)(續) 60
表 4.3-3關鍵合作夥伴相對重要性之Wilcoxon符號等級檢定(中國) 60
表 4.3-4關鍵活動相對重要性之Wilcoxon符號等級檢定(中國) 61
表 4.3-5 關鍵資源相對重要性之Wilcoxon符號等級檢定(中國) 61
表 4.3-6顧客關係相對重要性之Wilcoxon符號等級檢定(中國) 62
表 4.3-7收益流相對重要性之Wilcoxon符號等級檢定(中國) 62
表 4.3-8各要素相對重要性平均數與總體排名(臺灣) 63
表 4.3-9各要素相對重要性之Wilcoxon符號等級檢定(臺灣) 63
表 4.3-9各要素相對重要性之Wilcoxon符號等級檢定(臺灣)(續) 64
表 4.3-10關鍵合作夥伴相對重要性之Wilcoxon符號等級檢定(臺灣) 64
表 4.3-11關鍵活動相對重要性之Wilcoxon符號等級檢定(臺灣) 65
表 4.3-12價值主張相對重要性對重要性之Wilcoxon符號等級檢定(臺灣) 65
表 4.3-13目標客層相對重要性之Wilcoxon符號等級檢定(臺灣) 66
表 4.3-14各要素相對重要性之Mann-Whitney U檢定 66
表 4.3-15關鍵資源相對重要性之Mann-Whitney U檢定(創業前) 67
表 4.3-16顧客關係相對重要性之Mann-Whitney U檢定(創業前) 67
表 4.3-17關鍵合作夥伴相對重要性之Mann-Whitney U檢定(創業後) 68
表 4.3-18關鍵活動相對重要性之Mann-Whitney U檢定(創業後) 68
表 4.3-19關鍵資源相對重要性之Mann-Whitney U檢定(創業後) 69
表 4.3-20價值主張相對重要性之Mann-Whitney U檢定(創業後) 69
表 4.3-21目標客層相對重要性之Mann-Whitney U檢定(創業後) 69
表 4.3-22通路相對重要性之Mann-Whitney U檢定(創業後) 70
表 4.4-1各要素相對困難度平均數與總體排名(中國) 71
表 4.4-2各要素相對困難度之Wilcoxon符號等級檢定(中國) 71
表 4.4-2各要素相對困難度之Wilcoxon符號等級檢定(中國)(續) 72
表 4.4-3關鍵合作夥伴相對困難度之Wilcoxon符號等級檢定(中國) 72
表 4.4-4關鍵活動相對困難度之Wilcoxon符號等級檢定(中國) 73
表 4.4-5通路相對困難度之Wilcoxon符號等級檢定(中國) 73
表 4.4-6各要素相對困難度平均數與總體排名(臺灣) 74
表 4.4-7各要素相對困難度之Wilcoxon符號等級檢定(臺灣) 74
表 4.4-7各要素相對困難度之Wilcoxon符號等級檢定(臺灣)(續) 75
表 4.4-8關鍵合作夥伴相對困難度之Wilcoxon符號等級檢定(臺灣) 75
表 4.4-9價值主張相對困難度之Wilcoxon符號等級檢定(臺灣) 76
表 4.4-10目標客層相對困難度之Wilcoxon符號等級檢定(臺灣) 76
表 4.4-11各要素相對困難度之Mann-Whitney U檢定 77
表 4.4-12關鍵資源相對困難度之Mann-Whitney U檢定(創業前) 77
表 4.4-13通路相對困難度之Mann-Whitney U檢定(創業前) 78
表 4.4-14關鍵資源相對困難度之Mann-Whitney U檢定(創業後) 78
表 4.4-15價值主張相對困難度之Mann-Whitney U檢定(創業後) 79
表 4.4-16目標客層相對困難度之Mann-Whitney U檢定(創業後) 79
表 4.4-17通路相對困難度之Mann-Whitney U檢定(創業後) 79
表 4.4-18成本結構相對困難度之Mann-Whitney U檢定(創業後) 80
表 4.5-1中國與臺灣創業者分析之Wilcoxon符號等級檢定結果總表 80
表 4.5-1中國與臺灣創業者分析之Wilcoxon符號等級檢定結果總表(續) 81
表 4.5-2兩岸創業者比較之Mann-Whitney U檢定結果總表 81

圖目錄
圖 1.5-1研究流程圖 5
圖 2.0-1商業模式主題發表於商業/管理論文統計 6
圖 2.1-1 策略管理模式 17
圖 2.1-2商業模式與策略 20
圖 2.1-3商業層級劃分 21
圖 2.1-4環境、商業模式、策略、流程與資訊系統 21
圖 2.2-1商業模式創新 25
圖 2.2-2經營模式構面 26
圖 2.2-3商業模式畫布 27
圖 3.1-1研究架構 34
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指導教授 洪德俊、薛義誠 審核日期 2016-11-24
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