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系統識別號 U0026-0302202023023000
論文名稱(中文) 教育出版社服務創新商業模式之研究:以H公司為例
論文名稱(英文) Business model for service innovation in educational publishers:The case of H company
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 108
學期 1
出版年 109
研究生(中文) 蔣海燕
研究生(英文) Hai-Yen Chiang
學號 R07064440
學位類別 碩士
語文別 中文
論文頁數 67頁
口試委員 口試委員-周信輝
口試委員-謝如梅
指導教授-方世杰
中文關鍵字 升學教育  教育科技  商業模式  質性研究  服務創新 
英文關鍵字 Further Education  Educational Technology  Business Model  Qualitative Research  Service Innovation 
學科別分類
中文摘要 少子化使得文教市場萎縮,競爭日益激烈的環境,在消費行為轉變的壓力下,升學教育出版產業,一直面臨新的衝擊與考驗;如此內外環境的不利因素影響下,升學教育出版業如何突破重圍?用什麼方法在市場中生存?科技快速發展是世界共同的趨勢,面對環境演變帶來的衝擊,升學教育出版業如何藉由服務創新,化危機為轉機?開創出另一片天地?
本研究擬透過相關文獻探討、深度訪談,並透過個案資料之整理分析結果,探討科學技術演進與引入的創新服務,對於升學教育出版業所造成的影響。透過升級服務創新,對於升學教育出版社的商業模式,產生什麼影響?進而歸納出升學教育出版社「如何」藉由升級服務創新,更新製作素材的形態,創新商業模式,來獲致良好的經營成效。
本研究以個案公司發展的「服務創新」為主軸,以「商業模式」為研究視角,探討升學教育出版社在發展中,如何藉由時間演進的發展主軸,創新商業模式。以實際個案與理論相互印證的方式,將「商業模式」的理論做實徵說明,以更了解「商業模式」理論在策略管理領域的角色與運用,並對後續「商業模式」的相關研究有其助益。
由個案公司各個階段的演變,推測出升學出版社的必要營運關鍵,並將各時期的營運策略以商業模式的畫布呈現。嘗試將既有理論與個案實務結合,檢視各階段營運的關鍵因素,盤點目前競爭力,藉以銜接未來發展,鑑往知來。
本研究發現,隨著時間演進,升學教育出版社,可以在哪些方向上建構其核心技術與競爭能力、創新商業模式的重要掌握因素、為了因應素材形式與產品型態的多元改變,可以做哪些必要創新與改變等;亦提供了可資參考的借鏡,提供研究者一個實用的創新商業模式,以供未來管理之參考。
英文摘要 Extended Abstract
Business model for service innovation
in educational publishers:The case of H company
Hai-Yen Chiang
Shih Chieh Fang
EMBA
SUMMARY
Fewer children make the culture and education market shrink, the environment of increasingly fierce competition, and the adverse factors of the internal and external environment, how does the college education publishing industry turn the crisis into an opportunity through service innovation? Create another world?
This study intends to explore the impact of the evolution of science and technology and the introduction of innovative services through the exploration of relevant literature, in-depth interviews, and the collation and analysis of case data to the publishing education industry. Furthermore, it concludes that "how to" Higher Education Education Press has achieved good operating results by upgrading service innovation and innovating business models.
Key words: Further education, educational technology, business model, qualitative research, service innovation

INTRODUCTION
The declining birthrate has caused the shrinking of the cultural and educational market and the increasingly fierce competition. Under the pressure of changing consumer behavior, the college education publishing industry has been facing new shocks and tests. Under the influence of internal and external environmental factors, how can the college education publishing industry break through the siege ? By what methods do you survive in the market? The rapid development of science and technology is a common trend in the world. In the face of the impact of environmental evolution, how can the education publishing industry turn crisis into opportunity through service innovation? Create another world?
MATERIALS AND METHODS
This study intends to explore the impact of science and technology evolution and the introduction of innovative services through the literature review, in-depth interviews, and the collation of the analysis results of individual case data. What impact does upgrading service innovation have on the business model of further education publishing houses? Furthermore, it summarizes how "advancement education publishing house" achieves good operating results by upgrading service innovation, updating the form of production materials, and innovating business models.
This study uses a qualitative case study method. Why use this research method? The research problem of this article is to try to explore the impact and changes of the teaching and learning methods facing the publishing industry of advanced education as technology evolves, and how companies can respond to these impacts and changes through the improvement and transformation of technology and core technologies. Provide innovative products and services, update value propositions and business models, and consolidate core key capabilities to improve business performance.
RESULTS AND DISCUSSION
This research focuses on the "service innovation" of the development of individual companies and the "business model" as the research perspective. It discusses how, in the course of development, the college education publishing house innovates the business model through the time-evolving development axis. The actual case and theory are mutually verified, and the theory of the "business model" is given as a practical explanation to better understand the role and application of the "business model" theory in the field of strategic management. Its benefits.
From the evolution of each stage of the case company, the necessary operational key of Sheng Xue Publishing House was inferred, and the business strategy of each period was presented on the canvas of the business model. Try to combine existing theories with case practice, review the key factors of operation at each stage, take stock of current competitiveness, and connect future development with knowledge.
CONCLUSION
Organize the development of individual companies over the past 60 years. Whether it is human, machine, technology, product, relationship and big data, technology has played an indispensable role. In the development stage, the main scientific and technological spindles are different, and the depth and energy are different. Each stage is the accumulation and extension of the previous stage. The key activities carried out in each phase accumulate a large amount of energy and resources in the next phase.
Analyze the evolution of each stage of the case company, and find that: the change of learning patterns and the needs of teaching sites, dominate the change of value proposition in the business model, change of the value proposition in the business model, and dominate the construction of key resources; , And affect key value activities and internal production processes; the establishment of key resources also affects the quality and efficiency of channel operations. This comprehensive effect enhances the richness and depth that the value proposition can provide to customers.
The development of each stage of the case company is included in the business model. The key resources, key activities, channels and other factors have been individually updated at each stage, but they should be integrated with each other. The overall design should consider the interaction For cause and effect, the two complement each other, and the operation is also intertwined, and the value proposition is more prominent. In addition to significantly improving the competitiveness of the product, it is also layered on top of each other to become operational competitiveness.
This research finds that with the evolution of time, in which directions can higher education education publishers construct their core technology and competitiveness, an important grasp of innovative business models, and what can they do to respond to the diverse changes in material forms and product types? Necessary innovation and change, etc. It also provides a reference for reference and provides researchers with a practical and innovative business model for future management reference.
論文目次 目錄
摘要 i
致謝 vi
目錄 vii
表目錄 viii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 5
第三節 研究問題 6
第四節 論文結構與流程 7
第二章 文獻探討 8
第一節 服務創新 8
第二節 商業模式應用 10
第三章 研究方法 16
第一節 質性研究方法 16
第二節 個案選擇 18
第三節 資料蒐集 19
第四節 資料分析 20
第四章 研究發現 24
第一節 紮根階段 24
第二節 編輯技術起飛階段 29
第三節 教科書起飛階段 37
第四節 多角化經營階段 44
第五節 個案公司策略發展 50
第五章 討論意涵與結論 52
第一節 研究發現與結論 52
第二節 理論意涵與實務上的貢獻 59
第三節 研究限制與未來研究建議 62
第四節 結論 63


表目錄
表1:訪談資料整理(本研究整理) 20
表2:編輯技術起飛階段商業模式:關鍵活動(本研究整理) 36
表3:個案公司策略發展(本研究整理) 51


圖目錄
圖1:研究流程圖 7
圖2:商業模式-電子商務導向(本研究整理) 11
圖3:商業模式-策略導向(本研究整理) 13
圖4:商業模式-科技創新導向(本研究整理) 14
圖5:本研究進行方式 17
圖6:研究架構(本研究整理) 21
圖7:高級中學專任教師人數(資料來源:教育部) 23
圖8:第一本無敵參考書,於民國57年問世(個案公司提供) 24
圖9:現任董事長長陳炳亨先生出版的第一本參考書著作(個案公司提供) 25
圖10:最高水準品牌參考書(個案公司提供) 27
圖11:紮根階段商業模式(本研究整理) 28
圖12:傳統鉛字打字機(個案公司提供) 30
圖13:寫研照相打字機(個案公司提供) 31
圖14:寫研排版機(個案公司提供) 32
圖15:8英吋磁碟片(個案公司提供) 33
圖16:編輯技術起飛階段商業模式(本研究整理) 35
圖17:個案公司基金會簡介(個案公司提供) 37
圖18:個案公司投入教科書發展(個案公司提供) 38
圖19:個案公司ERP發展示意圖(個案公司提供) 39
圖20:個案公司資訊流串接全省(個案公司提供) 40
圖21:【童詩公園】獲選新聞局中小學生優良課外讀物(個案公司提供) 41
圖22:教科書起飛階段商業模式(本研究整理) 42
圖23:【行動大師】資源豐富(個案公司提供) 47
圖24:【行動大師】提供多種數位資源(個案公司提供) 47
圖25:充滿數位氣質的【行動大師】(個案公司提供) 48
圖26:線上學習(個案公司提供) 48
圖27:多角化經營階段商業模式(本研究整理) 49
圖28:研究發現示意圖(本研究整理) 53
圖29:個案公司商業模式(本研究整理) 62
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