台灣虛擬社群服務發展策略分析

Abstract

本研究結合創新密集服務平台與產業創新系統，以一套兼具企業面及產業面之創新密集服務業分析模式，提出未來策略發展與產業發展的建議。並以台灣虛擬社群產業為實證研究對象，驗證此模式之可行性。 在企業層級部份，以創新密集服務分析為分析架構，在此架構下以四種客製化程度為橫軸與五種創新類型作為縱軸，架構出20種可能的經營型態，透過專家問卷分析目前的台灣社群網站服務業者之策略定位與未來的策略走向，以及不同策略下所需配合的企業服務價值活動及外部資源涵量。 企業服務價值活動與外部資源涵量同時可與產業層級之產業創新系統進行連結。在產業層級部分，產業創新系統包括產業環境構面與技術系統構面。本研究透過專家問卷方式求得之企業策略定位可與產業環境、技術系統兩大產業層級構面之相對應；透過企業層級之策略定位與關鍵成功要素分析，可建構出具創新密集服務業思維之產業創新系統，協助創新密集服務業產業內之業者提升其服務價值活動與外部資源之掌握程度，進而提升整體產業競爭力。 在實證結果上，台灣社群網站服務業者目前定位於「產品創新之特定型服務」，未來(5∼10年)策略定位為「市場創新之專屬或選擇型服務」。在未來策略定位下，服務價值活動以「行銷」、「配銷」、「售後服務」三大構面為重要核心。外部資源涵量則是以「服務」、「市場」及「其他使用者」為關鍵構面。所需配合之產業創新系統為產業環境構面的「需求條件」、「企業策略、組織與競爭能力」，以及技術系統構面之「產業網路連接性」。 過去國內文獻多屬社會學定義下的研究，與本研究定義相同，研究對象同屬電子商務中社群型網站的文獻，也都僅以個案研究社群網站的經營收益模式，或者消費者行為方面的研究為主，缺乏產業角度切入的文獻。本研究採用量化與質化的方法，運用創新密集服務平台與產業創新系統分析台灣虛擬社群企業與產業兩層級，使得國內學術文獻更為完整。

This study constructs an integrated model of innovation intensive services (IIS) and industrial innovation systems, which includes both industry-level and firm-level approaches to depict the future suggestion of strategy development. A case study of Taiwan’s virtual community service industry is also used in this research to demonstrate the validity of this analytical model.

At the firm-level, by structuring IIS matrix, emcompassing four service packages and five innovation modes, we elucidated the strategic positioning and future development trends of the industry. It was found that core competence and externalities required to compete effectively are determined in the industry.

The model respectively dissects four influential factors of industrial environments and technological systems at the industry-level analysis to verify the requirements of industrial innovation system. IIS-IIS Matrix will help deduce critical elements of industrial environment and technological systems at the industry level by strategic positioning and KSFs in the firm level. The requirements of industrial environment and technological systems will be consolidated into the industrial innovation systems by using the IIS approach.

Results of the case study show that Taiwan’s Virtual Community Services Industry presently positions itself in the Restricted Service Package/Product Innovation. In the next 5 years, it will transfer into the position of the Unique or Selective Service Package/Market Innovation. The critical core competences in this position include Marketing, Delivery and After Service. The critical externalities activities include Service, Market and Other users. The The critical industrial innovation systems include Demand Condition, Firm Strategy, Structure, and Rivalry, and Connectivity. This research results are of great academic and practical importance. It provides a mechanistic understanding of Taiwan’s virtual community service development and complements current academic references.