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系統識別號 U0026-2408201504433000
論文名稱(中文) 以服務主導邏輯探討農牧業之價值共創 ─ 以D公司的獸醫服務創新為例
論文名稱(英文) Investigating Value Co-Creation in the Agricultural Industry from the Service-Dominant Logic:The Case of D Company’s Veterinary Service Innovation
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 103
學期 2
出版年 104
研究生(中文) 方怡群
研究生(英文) Ea-Chung Fan
學號 R07014518
學位類別 碩士
語文別 中文
論文頁數 89頁
口試委員 指導教授-周信輝
口試委員-方世杰
口試委員-蔡馥陞
中文關鍵字 服務主導邏輯  資源優勢  技術服務創新  競爭優勢 
英文關鍵字 service dominant logic  resources  technology and service innovation  competitive advantage 
學科別分類
中文摘要 過去數十年以來,各種企業紛紛出現著重無形資源、創造實質價值與維持顧客長久關係的修正邏輯。這種演進新觀點正為商品行銷匯集新的主導邏輯,後續企業所發展的交易基礎不再單純是商品之供應,而是提供售後服務之創新。本研究為從事農牧業行銷實務業者探索此演進之主導邏輯與行銷觀念隨世代遷移進而變成一種創新服務。
現今行銷已進入服務主導邏輯的時代,各種企業都積極投入各項資源於差異化與客製化的行銷服務,以取得同業競爭優勢,尤其傳產之農牧業也趕上此風潮。因此,服務主導邏輯凌駕商品主導邏輯,後續導入服務創新成為企業主要獲利來源,也是獲得企業間競爭優勢與永續經營之重要依據。在過去的研究對探討客戶及企業間服務的互動關係,都偏單一窗口的溝通,服務互動關係如何影響創新績效的過程亦極少被研究,本研究針對此學術缺口,應用服務主導邏輯與人力資源優勢的觀點,以質性研究之個案研究發展出一個對話式合作的概念,強調服務提供顧客與技術服務人員間的合作應著重在專業技術與對話互動交流上,促使雙方彼此了解、信任、學習與成長,同時本研究亦探索傳統產業中農牧業因應大環境禽流感對產業劇烈的影響,進而發展獸醫服務創新有益於行銷產品之績效貢獻。
英文摘要 Over the past several decades, a variety of industries have appeared focused on intangible resources, and create real value and maintain long-term customer relations correction logic. This view is now being brought together for the evolution of new merchandise marketing new dominant logic; the basis of the development of the follow-up transaction business is no longer simply the supply of goods, but to provide service innovations. This study is engaged in agriculture and animal husbandry industry marketing practices and marketing ideas to explore the dominant logic of this evolution over generations migrate into an innovative service.
Nowadays marketing has entered a service dominant logic of the times, companies are actively involved in a variety of resources on differentiation and customized packaging services, with the industry in order to obtain a competitive advantage, especially in mass production of agriculture and animal husbandry also catch up with this trend. Therefore, the service dominant logic override commodity dominant logic, introducing service innovations become the main source of corporate profits, but also get an important basis for competitive advantage among enterprises and sustainable operation. In past studies between customers and businesses to explore the interaction between services, all partial single window of communication, how the interaction between services that affect the process of innovation performance also rarely been investigated in this study for this academic gap, application service dominant logic and human resources Advantages of view, with case studies of qualitative research to develop a dialogue collaborative constructs, emphasizing cooperation and customer service contacts between the technical staff should focus on the dialogue and interaction techniques to promote mutual understanding, trust and learning and growth, but this study also explore traditional agricultural industries in response to bird flu environment dramatic impact on the industry, the development of veterinary services beneficial to the performance of marketing product innovation.
論文目次 考試合格證明
中文摘要……………………………………………………………………Ⅰ
英文摘要……………………………………………………………………Ⅱ
致 謝…………………………………………………………………………Ⅴ
目 錄………………………………………………………………………Ⅵ
表目錄………………………………………………………………………Ⅷ
圖目錄………………………………………………………………………Ⅸ


第一章 緒論 ……………………………………………………………………………1
第一節、研究背景與動機……………………………………………1
一、研究背景…………………………………………………………1
二、研究動機…………………………………………………………2
第二節、研究目的…………………………………………………………3
第三節、研究步驟與流程……………………………………………8
第二章 文獻探討……………………………………………………………………………11
第一節、服務主導邏輯與顧客價值創造………………………11
第二節、企業競爭優勢與關鍵成功因素…………………………14
第三節、農牧業中家禽產業之概況………………………………………18
第四節、農牧業服務主導邏輯導入獸醫服務創新行銷…21
第五節、禽流感對世界家禽產業重大之影響……………………22
第三章 研究方法……………………………………………………………………………………32
第一節、研究方法之選擇…………………………………………………………32
第二節、研究設計……………………………………………………………………33
第四章 研究結果…………………………………………………………………………………37
第一節、個案介紹……………………………………………………………………37
一、D飼料公司簡介…………………………………………………………37
二、個案研究對象之選定………………………………………………38
三、台灣目前產蛋雞常見之問題…………………………………42
四、個案主角所遭遇之問題……………………………………………43
五、個案主角飼養成功因素之分析………………………………45
第二節、資料分析………………………………………………………………………55
一、D公司與客戶之互動……………………………………………………55
二、D公司與客戶的價值共創……………………………………………57
三、D公司的關鍵成功因素分析………………………………………66
第五章 結論與建議…………………………………………………………………………………70
第一節、研究結論…………………………………………………………………………70
第二節、研究實務貢獻…………………………………………………………………72
第三節、研究限制…………………………………………………………………………74
第四節、後續研究方向與建議……………………………………………………75
参考文獻…………………………………………………………………………………………………………76
英文參考文獻…………………………………………………………………………………………………77

表目錄
表2-1 歷史上世界發生高病原禽流感年表……………………………………23
表4-1 全省蛋雞戶數及產銷班數統計明細表………………………………39
表4-2 蛋雞防疫計畫 …………………………………………………………41
表4-3 黃姓養禽戶禽流感造成之損羽數統計表……………………………44
表4-4 蛋雞育成費用……………………………………………………………………………58
表4-5 蛋雞生產維持費用……………………………………………………………………59
表4-6 副產品收入…………………………………………………………………………………60
表4-7 雞蛋生產成本分析—每斤蛋之造蛋成本………………………………63
表4-8 蛋雞染疾病損失的成本……………………………………………………………64


圖目錄
圖1-1 禽流感防治策略……………………………………………………………………………5
圖1-2 國家因應禽流感防疫處理應變對策…………………………………………6
圖1-3 台灣家禽防疫體系架構………………………………………………………………7
圖1-4 本研究之研究流程與步驟…………………………………………………………10
圖2-1 世界肉品消耗量需求趨勢分析…………………………………………………19
圖2-2 禽流感分子生物學之詳細構造…………………………………………………25
圖2-3 世界侯鳥遷徙路徑………………………………………………………………………29
圖2-4 亞洲候鳥遷移路徑………………………………………………………………………30
圖4-1 D公司蛋雞例行生產四階段SOP飼養管理流程……………………49

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