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系統識別號 U0026-2906201600215600
論文名稱(中文) 應用物聯網技術的產品服務系統顧客價值創新
論文名稱(英文) Proposing customer value for product service system with Internet of Things technology
校院名稱 成功大學
系所名稱(中) 資源工程學系
系所名稱(英) Department of Resources Engineering
學年度 104
學期 2
出版年 105
研究生(中文) 李彥廷
研究生(英文) Yen-Ting Lee
學號 N46031211
學位類別 碩士
語文別 中文
論文頁數 137頁
口試委員 指導教授-施勵行
口試委員-陳家豪
口試委員-陳梁軒
中文關鍵字 物聯網  顧客價值創新  產品服務系統成功因素  願付價差  電動機車 
英文關鍵字 Internet of Things  Customer Value Innovation  Product Service System Success Factor  Willingness to Pay  Electric Scooter 
學科別分類
中文摘要 產品服務系統被認為是解決人類過度消費與地球資源耗竭的潛在方法,卻因為面臨許多來自技術、文化、企業、規範、產業環境等不同規模層級的阻礙,而無法被大規模的實踐;物聯網意指物與物之間無處不在的互聯網路,在最近這幾年開始蓬勃發展,物聯網技術的發展勢必帶動新一波的商業模式創新;因此,產品服務系統如何透過物聯網技術的應用提供顧客價值、創造出新的價值主張,是值得被研究的問題。本研究首先利用文獻回顧,收集有關產品服務系統成功因素的文獻,統整之並建立一個產品服務系統成功因素檢查表。接著探討早期電池交換式電動機車商業模式會遇到的問題,之後以電池交換式電動機車-Gogoro為例,探討應用物聯網技術能解決的問題以及產生的新價值主張;再以此為基礎提出一個應用物聯網技術產生新價值主張的建議方法,此建議方法由物聯網方案產生表及物聯網方案價值評估表組成,先使用物聯網方案產生表來構思出解決問題的可能方案,再使用物聯網方案價值評估表來對產生的方案評估其價值;最後再以聯合分析法與願付價差分析,探討消費者對於應用物聯網技術產生的新價值主張的偏好結構以及實際上願意支付的價格。
本研究得到一個產品服務系統成功因素檢查表,讓業者可以透過對照此檢查表得知可以從什麼地方改善自身的產品服務系統;另外也將得到一個應用物聯網技術產生新價值主張的建議方法,幫助業者思考如何透過物聯網技術解決存在的問題,進而創造出新價值主張;最後也會得到消費者對於應用物聯網技術產生的新價值主張的偏好結構以及實際上願意支付的價格,給予業者在進行產品服務開發上的策略建議。
英文摘要 Product service system(PSS) is considered to be a potential solution to overconsumption of human and depletion of the earth's resources. Internet of Things(IoT) refers to the ubiquitous connections between every thing, it has begun to flourish in recent years. Therefore, it’s worthy to study how to propose customer value and create new value propositions with IoT technology for PSS. The first part of this study collects literatures about success factors of PSS through literature review, integrates these success factors and establishes a success factor checklist about PSS. Then the study discusses the problems which the business model of battery-swapping electric scooter may encounter and takes a battery-swapping scooter case(Gogoro) for example to discuss that how to apply IoT technology to solve the problems and generate new value propositions. On the basis of aforementioned discussion, this study proposes a method to create new value proposition with IoT technology. At last, to investigate consumers’ preference and willingness to pay for new value proposition come from the application of IoT technology, conjoint analysis and willingness to pay analysis are used.
A success factor checklist about PSS is established in this study, PSS providers can follow the checklist to know where to improve their PSS. Moreover, a method to create new value proposition with IoT technology is proposed, this method can help PSS providers to solve problems and generate new value propositions with IoT technology. Finally, consumers’ preference and willingness to pay for the new value propositions which are come from the application of IoT technology are obtained, the results can provide strategy suggestions to PSS providers for developing products and service.
論文目次 摘要..................................................I
Extended Abstract....................................II
誌謝..................................................V
目錄..................................................VI
圖目錄................................................IX
表目錄.................................................X
第一章 緒論...........................................1
1.1 研究背景與動機..................................1
1.2 研究目的........................................3
1.3 研究架構與流程..................................3
第二章 文獻回顧........................................6
2.1 產品服務系統.....................................6
2.1.1 產品服務系統簡介.................................6
2.1.2 產品服務系統關鍵因素..............................8
2.1.3 產品服務系統設計.................................9
2.2 顧客價值與商業模式創新...........................13
2.2.1 顧客價值與商業模式簡介...........................13
2.2.2 商業模式創新....................................16
2.3 物聯網與商業模式創新.............................18
2.3.1 物聯網技術概念與分類.............................18
2.3.2 物聯網所產生的商業模式創新........................20
2.4 聯合分析法......................................23
2.4.1 聯合分析法簡介..................................23
2.4.2 聯合分析法的執行步驟............................25
2.4.3 應用聯合分析法的市場研究.........................27
第三章 產品服務系統成功因素............................29
3.1 產品服務系統成功因素彙整.........................29
3.2 產品服務系統成功因素檢查表........................31
3.3 產品服務系統成功因素檢查表應用範例.................34
第四章 產品服務系統應用物聯網技術的價值主張創新:案例研究..36
4.1 應用物聯網技術的產品服務系統案例選擇與介紹.........36
4.2 電動機車電池交換會遇到的問題......................37
4.3 Gogoro應用物聯網技術解決的問題及產生的價值主張.....39
4.4 應用物聯網技術產生新價值主張的建議方法.............51
4.5 應用物聯網技術產生新價值主張的建議方法運用.........57
第五章 產品服務開發策略及願付價差分析....................68
5.1 建立屬性及水準值................................68
5.1.1 建立屬性.......................................68
5.1.2 建立水準值.....................................71
5.2 問卷設計.......................................73
5.2.1 問卷內容.......................................73
5.2.2 正交設計.......................................74
5.2.3 問卷發放方式...................................75
5.3 資料分析方法....................................75
5.3.1 聯合分析法.....................................75
5.3.2 變異數分析.....................................76
5.4 資料分析結果....................................77
5.4.1 問卷樣本資料分析.................................77
5.4.2 聯合分析結果....................................79
5.4.3 願付價差分析....................................89
5.5 小結...........................................94
第六章 結論與建議.....................................96
6.1 結論..........................................96
6.2 建議..........................................97
參考文獻..............................................99
附錄.................................................106
附錄 A (Kuo et al., 2010)的14項障礙因素..............106
附錄 B (Ceschin, 2013)的22項實行PSS的關鍵因素........109
附錄 C (Cherubini, Iasevoli, & Michelini, 2015)的十項電動車PSS關鍵成功因素 ....................................113
附錄 D 產品服務系統成功因素檢查表.....................115
附錄 E 用產品服務系統成功因素檢查表檢查Gogoro電動機車PSS.119
附錄 F Gogoro商業模式圖與對商業模式圖的說明............125
附錄 G 每年需支付價格屬性的水準值計算.................128
附錄 H Gogoro產品服務使用畫面.......................130
附錄 I 問卷內容....................................132

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8.光陽機車(2013),光陽機車官網-公司簡介。取得日期:2016/4/18,資料來源:http://www.kymco.com.tw/www2010/about_06.asp.
9.朱致宜(2015),Gogoro月租費模式恐變「系統孤兒」。取得日期:2016/4/25,資料來源: http://www.businessweekly.com.tw/KWebArticle.aspx?ID=58841&pnumber=3
10.行政院科技會報辦公室(民104),行政院毛揆宣布啟動台版生產力4.0【公告】。取得日期:2016/4/18,資料來源: http://www.bost.ey.gov.tw/News_Content.aspx?n=5331137415276DD6&s=69A78071AAA933B7.
11.呂紹玉(2015),降價求買氣?Gogoro 狂降2萬,汽油摩托車不再有價格優勢。取得日期:2016/4/18,資料來源:http://technews.tw/2015/10/01/gogoro-changed-its-price-policy/
12.周品均(2015),打造「兩輪Tesla」的天才設計師. 。取得日期:2016/4/25,資料來源:http://www.businesstoday.com.tw/article-content-80394-115288?page=4
13.林哲良(2015),有財團背景的 Gogoro,憑什麼能讓國發基金投資三千萬?。取得日期:2016/4/25,資料來源: http://buzzorange.com/techorange/2015/11/27/gogoro-development-overseas-marketing/
14.財團法人工業技術研究院(104),經濟部工業局103年度專案計畫期末執行成果報告。取得日期:2016/4/18,資料來源:http://www.moeaidb.gov.tw/external/ctlr?PRO=filepath.DownloadFile&f=executive&t=f&id=8086.
15.經濟部(民103年),走向智慧聯網,引領產業新革命. 創新樂活, 32.。取得日期:2015/10/18,資料來源:http://www.moea.gov.tw/Mns/populace/news/EpaperContent.aspx?kind=1&menu_id=5498
16.經濟部能源局(民105年),105年3月份各縣市汽車加油站汽、柴油銷售量統計表。取得日期:2015/10/18,資料來源:https://web3.moeaboe.gov.tw/ECW/populace/content/wHandStatistics_File.ashx?statistics_id=1272&serial_no=1
17.鍾政維(2015),7/25正式上路的Gogoro,臉書風向報告。取得日期:2015/4/25,資料來源:http://blog.qsearch.cc/2015/07/725%E6%AD%A3%E5%BC%8F%E4%B8%8A%E8%B7%AF%E7%9A%84gogoro%EF%BC%8C%E8%87%89%E6%9B%B8%E9%A2%A8%E5%90%91%E5%A0%B1%E5%91%8A/
18.簡榮豐(2015),電動機車它最紅? Gogoro爽揩「油」. 自由時報電子報。取得日期:2016/4/25,資料來源: http://news.ltn.com.tw/news/business/paper/873625
19.藍弋丰(2015),智慧電動機車與電池交換站體系並進,Gogoro 打造「平民特斯拉」。取得日期:2016/4/25,資料來源: http://technews.tw/2015/01/07/gogoro-smartscooter-is-tesla-for-the-everyman/
20.周欽華(2015),台灣最有野心的科技產品–Gogoro。取得日期:2016/4/25,資料來源: https://yowureport.com/%E5%8F%B0%E7%81%A3%E6%9C%80%E6%9C%89%E9%87%8E%E5%BF%83%E7%9A%84%E7%A7%91%E6%8A%80%E7%94%A2%E5%93%81-gogoro/
21.沈孟學(2015),專訪 Gogoro 行銷副總:滿滿 MIT 基因,我不知道有什麼比這更驕傲了。取得日期:2016/4/25,資料來源: http://buzzorange.com/techorange/2015/08/01/interview-gogoro/
22.黃佩君(2015),共通電池補助2年 又變一國兩制。取得日期:2016/2/25,資料來源:http://news.ltn.com.tw/news/business/paper/873627.
23.交通部統計處(民104年),機車使用狀況調查報告。取得日期:2016/3/25,資料來源: http://www.motc.gov.tw/ch/home.jsp?id=56&parentpath=0,6&mcustomize=statistics101.jsp&qyear=2015
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