博碩士論文 103424001 詳細資訊




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姓名 梁昌琮(Chang-Tsung Liang)  查詢紙本館藏   畢業系所 產業經濟研究所
論文名稱 企業與顧客共同創造之策略探討-以愛料理食譜社群網為例
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摘要(中) 隨著網際網路快速的發展,消費者越來越容易透過網路來分享使用產品或服務的心得,甚至建立各種線上社群,集結擁有相關興趣的網友們共同試驗與開發產品,或者對現有的產品與服務提出可能的改進方向。網路帶來的影響,使顧客不再處於價值鏈的終端,或是價值的接受者,相反地,開始具備創造價值的能力,並且希望與產品或服務的供應商進行持續且明確的互動。
與顧客共同創造價值的觀念隨即被提出,Prahalad & Ramaswamy(2004b)認為企業應以DART模型為與顧客互動的準則。DART模型是由對話(Dialogue)、獲取(Access)、風險利益評估(Risk-benefits)與透明性(Transparency)所組成。而當企業選擇使用DART模型為營運模式,則可以促進共同創造的四大力量,使企業增加策略資本,也使參與者在過程中體驗新價值,同時為雙方降低風險與成本。
本研究以經濟部公佈第十四屆金網獎的獲獎名單中,獲得營運模式創新類獎項的愛料理食譜社群網為研究個案,探討台灣的共同創造企業如何透過建立參與平台,與顧客做持續性的互動。在分析的過程中,我們將焦點集中於兩項待檢驗項目,其一為成為共同創造企業,是否能增加使用者黏性;其二為和同產業的傳統企業相比,共同創造模式是否具有較佳的生產力與創新能力。
摘要(英) With the Advanced technology and internet, it has become more convenient for consumers to feedback online on certain products and services. Consumers are able to create various online communities, gathering internet users with similar interests to test and develop products, even proposing potential areas for improvements according to existing products and services. Under the impact of internet, consumers are no longer at the end of the value chain or the passive receiver of value. In the opposite, consumers have obtained the ability to create value, and they desire to consistently interact with the product or service suppliers.
The concept of co-creating value with customers was proposed subsequently. Professor Prahalad & Ramaswamy(2004b) realized that the DART model should be the principle of interactions with customers. It is composed of dialog, access, risk-benefits, and transparency, which are emerging as the basis for interaction between the customer and the firm. When the concept is accepted, it generates not only new strategic capital for firms and new participation experience for customers, but also lower risk and cost for both parties.
The innovation and marketing processes of one Taiwanese company, iCook, provide a glimpse of good example of value creation by continuously interacting with its customers through engagement platform. This thesis will focus on two topics in iCook. The first topic is about the relationship between customer stickiness and the concept of co-creation, the other topic is the comparison of value creation process between the traditional system and the co-creation system.
關鍵字(中) ★ 共同創造
★ 雙邊市場
★ 網路平台
★ 食譜社群網
關鍵字(英) ★ Co-creation
★ Two-sided Market
★ Platform
★ On-line Recipe
論文目次 摘要 i
Abstract ii
致謝辭 iii
圖目錄 vii
表目錄 viii
一、緒論 1
1-1 研究動機 1
1-2 研究目的 3
二、文獻回顧 6
2-1 共同創造 6
2-1-1 共同創造理論背景 6
2-1-2 共同創造的組成要素 10
2-1-3 共同創造的四力模式 12
2-1-4 共同創造的分類 13
2-1-5 共同設計 17
2-2 網路效應 21
2-2-1 雙邊市場 21
2-2-2 網路效應理論背景 24
2-2-3 同邊網路效應 25
2-2-4 跨邊網路效應 26
2-2-5 補貼模式 26
三、研究方法與架構 30
3-1 研究方法 30
3-2 研究架構 32
四、愛料理食譜社群網企業概述 34
4-1 創立動機 34
4-2 成立粉絲專頁 36
4-3 正式上線 37
4-4 獲利模式 41
4-5 行動化趨勢 44
4-6 影音服務 48
4-7 出版食譜書籍 49
4-8 時間軸分析 51
五、愛料理食譜社群網之共同創造模式 53
5-1 共同創造的目的 53
5-2 DART模型 54
5-2-1 對話(Dialogue) 55
5-2-2 獲取(Access) 56
5-2-3 風險-利益評估(Risk-return relationship) 57
5-2-4 透明性(Transparency) 57
5-2-5 DART模型小結 58
5-3 共同創造四力模式 58
5-4 使用者貢獻系統 60
5-5 檢驗一: 成為共同創造企業,是否能增加使用者黏性? 62
5-6 檢驗二: 與同產業的傳統企業相比,共同創造模式是否具有較佳的生產力與創新能力? 63
六、研究結論與建議 65
6-1 結論 65
6-2 研究限制與建議 66
七、參考文獻 67
參考文獻 英文資料

期刊論文
1. Bruner II, G. C., & Kumar, A. (2005). Explaining Consumer Acceptance of Handheld Internet Devices. Journal of Business Research, 58(5), 553-558.
2. Burke, R. R. (1996). Virtual Shopping: Breakthrough in Marketing Research. Harvard Business Review, 74 (2), 120-131.
3. Cook, S. (2008). The Contribution Revolution: Letting Volunteers Build Your Business. Harvard Business Review, 86 (10), 60-69.
4. Edelman, B. (2015). How to Launch Your Digital Platform. Harvard Business Review, 93 (4), 91-97.
5. Eisenmann, T., & Parker, G. G., & Van Alstyne, M. W. (2006). Strategies for Two-Sided Markets. Harvard Business Review, 84 (10), 92-101.
6. Eisenmann, T., & Parker, G. G., & Van Alstyne, M. W. (2011). Platform Envelopment. Strategic Management Journal, 32 (12), 1270-1285.
7. Fisher, M., & Raman, A. (1996). Reducing the Cost of Demand Uncertainty Through Accurate Response to Early Sales. Operations Research, 44 (1), 87-99.
8. Füller, J., & Mühlbacher, H., & Matzler, K., & Jawecki, G. (2009). Consumer Empowerment Through Internet-Based Co-creation. Journal of Management Information Systems, 26(3), 71-102.
9. Katz, M. L., & Shapiro, C. (1985). Network Externalities, Competition, and Compatibility. The American Economic Review, 75(3), 424-440.
10. Lovelock, C. H., & Young, R. F. (1979). Look to Consumers to Increase Productivity. Harvard Business Review, 57 (3), 168-178.
11. Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432.
12. Ogawa, S., & Piller, F., T. (2006). Reducing the Risks of New Product Development. MIT Sloan Management Review, 47 (2), 65-71.
13. O’Hern, M. S., & Rindfleisch, A. (2009). Customer Co-Creation: A Typology and Research Agenda. Review of Marketing Research, 6, 84-106.
14. Parker, G. G., & Van Alstyne, M. W. (2005). Two-Sided Network Effects: A Theory of Information Product Design. Management Science, 51 (10), 1494-1504.
15. Payne, A., & Storbacka, k., & Frow, P., & Knox, S. (2008). Co-Creating Brands: Diagnosing and Designing the Relationship Experience. Journal of Business Research, 62 (3), 379-389.
16. Piskorski, M. J. (2011). Social Strategies That Work. Harvard Business Review, 89 (11), 116-122.
17. Prahalad, C. K., & Ramaswamy, V. (2000). Co-Opting Customer Competence. Harvard Business Review, 78 (1), 79-90.
18. Prahalad, C. K., & Ramaswamy, V. (2003). The New Frontier of Experience Innovation. MIT Sloan Management Review, 44 (4), 12-18.
19. Prahalad, C. K., & Ramaswamy, V. (2004a). Co‐Creating Unique Value With Customers. Strategy & Leadership, 32(3), 4-9.
20. Prahalad, C. K., & Ramaswamy, V. (2004b). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3), 5-14.
21. Ramaswamy, V. (2008). Co-Creating Value Through Customers’ Experiences: The Nike Case. Strategy & Leadership, 36(5), 9-14.
22. Ramaswamy, V., & Gouillart, F. J. (2010). Building the Co-Creative Enterprise. Harvard Business Review, 88(10), 100-109.

23. Rayport, J. F. (2013). Advertising′s New Medium: Human Experience. Harvard Business Review, 91 (3), 76-84.
24. Rochet, J. C., & Tirole, J. (2006). Two-Sided Markets: A Progress Report. The RAND Journal of Economics, 37 (3), 645-667.
25. Rohlfs, J. (1974). A Theory of Interdependent Demand for a Communications Service. Bell Journal of Economics, 5(1), 16-37.
26. Roson, R. (2005). Two-Sided Markets: A Tentative Survey. Review of Network Economics, 4(2), 142-160
27. Sawhney, M., & Verona, G., & Prandelli, E. (2005). Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation. Journal of Interactive Marketing, 19(4), 4-17.
28. Scitovsky, T. (1954). Two Concepts of External Economies. The Journal of Political Economy, 62 (2), 143-151.
29. Skipworth, H., & Harrison, A. (2004). Implications of Form Postponement to Manufacturing: A Case Study. International Journal of Production Research, 42 (10), 2063-2081.
30. Vargo, S., & Lusch, R. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68 (1), 1-17.
31. Zipkin, P. (2001). The Limits of Mass Customization. MIT Sloan Management Review, 42 (3), 81-87.

英文書籍
1. Baldwin, C. Y., & Woodard, C. J. (2009). The Architecture of Platforms: A Unified View. Cheltenham, U.K. and Northampton, MA: Edward Elgar.
2. Evans, D. S., & Schmalensee, R. (2008). Markets with Two-Sided Platforms. Chicago: American Bar Association.
3. Gawer, A. (2009). Platforms Dynamics and Strategies: From Products to Services. Cheltenham, UK and Northampton, MA, US: Edward Elgar.
4. Marshall, A. (1890). Principles of Economics (8th ed.). London: Macmillan and Co., Ltd.
5. Pigou, A. C. (1920). The Economics of Welfare(4th ed.). London: Macmillan and Co.
6. Porter, M. E. (1985). The Competitive Advantage: Creating and Sustaining Superior Performance. NY: Free Press.
7. Ramaswamy, V., & Gouillart, F. J. (2010). The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits. NY: Free Press.

中文資料

中文書籍
1. 陳威如、余卓軒 (2013)。平台革命(初版)。臺北市: 商周出版。
2. 雷馬斯瓦米、高哈特(2011)。「共同創造」到底有多厲害! (王怡棻,譯)。臺北市: 商周出版。

網路資料
1. Hsu Jasmine,2011,〈日本三分之一家庭主婦愛用的食譜社群網站:COOKPAD〉,INSIDE,URL=http://www.inside.com.tw/2011/07/27/%E6%97%A5%E6%9C%AC%E4%B8%89%E5%88%86%E4%B9%8B%E4%B8%80%E5%AE%B6%E5%BA%AD%E4%B8%BB%E5%A9%A6%E6%84%9B%E7%94%A8%E7%9A%84%E9%A3%9F%E8%AD%9C%E7%A4%BE%E7%BE%A4%E7%B6%B2%E7%AB%99%EF%BC%9Acookpad。
2. SmartM會客室,2015,〈iCook愛料理影音食譜,5大心法創造百萬觀看次數〉,聯合電子報,URL= http://paper.udn.com/udnpaper/POB0012/290593/web/。
3. 王怡棻,2013,〈集資30萬,打造出價值300萬美元網站〉,遠見雜誌,URL=http://store.gvm.com.tw/article_content_23711.html。
4. 白詩瑜,2012,〈愛料理靈感來自日本COOKPAD,七個月燒200萬〉,天下雜誌,URL= http://www.cw.com.tw/magazine/magazine.action?id=657。
5. 何宛芳,2015,〈大數據與堅實網路社群當靠山,愛料理一年目標四到六本衝衝衝!〉,愛料理情報室,URL=https://news.readmoo.com/2015/07/20/publishing-plan-of-icook/。
6. 林文傑,2012,〈”今晚做什麼吃?”深度了解日本最大食譜分享UGC社區COOKPAD〉,onsalekine的網路及行銷新聞搜集,URL=http://onsalekingnews.blogspot.tw/2012/08/ugccookpad.html。
7. 翁書婷,2015,〈2014年食安連環爆,愛料理網站瀏覽量爆增一倍〉,Business Next數位時代,URL= http://www.bnext.com.tw/article/view/id/34877。
8. 康文柔,2014,〈台灣最佳APP 愛料理、KKBOX上榜〉,中時電子報,URL= http://www.chinatimes.com/newspapers/20141203000566-260110。
9. 楊惠芬,2013,〈愛料理不重複訪客破百萬,靠3大營運指標站穩市場〉,iThome,URL= http://www.ithome.com.tw/node/80995。
10. 楊雅筑,2014,〈愛料理食譜分享網站共同創辦人蕭上農︰創業是開始,經營才是挑戰!〉,能力雜誌,URL=http://mymkc.com/articles/contents.aspx?ArticleID=21903。
11. 賴筱凡,2013,〈靠創意讓創投敲門,坐擁數十萬粉絲〉,今周刊,URL= http://www.businesstoday.com.tw/article-content-80408-94550。

12. 賴筱凡,2015,〈三個宅男靠食譜,玩出九千萬價值〉,今周刊,URL= http://www.businesstoday.com.tw/article-content-80408-94550?page=1。
13. 蕭上農,2011,〈「iCook 愛料理」的首週與前進動力〉,愛料理情報室,URL= https://newsroom.icook.tw/posts/11。
14. 蕭上農,2011,〈「iCook 愛料理」10天達成1000位會員達成以及數據分享〉,愛料理情報室,URL= http://www.inside.com.tw/2011/11/17/icook-tw-1000-members。
15. 簡立宗,2014,〈新星獎營運模式創新類-兩大貼心體驗,躍居食譜分享龍頭〉,中時電子報,URL=http://www.chinatimes.com/newspapers/20141122000148-260210。
指導教授 王弓 審核日期 2016-10-11
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