電子企業網路之經營分析—以量測中心為例

Abstract

網路產業在經歷了迅速的成長後，又呈現出急速的衰退，致使企業對於電子商務的經營回歸到能創造利潤的經營模式及顧客價值主張等核心課題上。本研究之目的除探究企業從事電子商務時所面臨的上述兩項核心議題外，並希望能從中建構出一套企業電子化的分析藍圖，以做為經營者發展電子化企業網路(B-Web)之參考。 本研究依據Tapscott等(2000)所提出的B-Web理論，歸納出一個電子企業網路的分析架構，並以實際案例—工研院量測中心進行分析。在量測中心的發展方向上，本研究利用機會矩陣分析出三個服務主題，其中作業流程e化工作主要是透過「量測服務」這項服務主題來執行；創新內容部份則透過「量測資訊」及「量測商機」兩項主題來達成。 在個案B-Web各服務主題所適合的經營模式分析之面，本研究以經濟控制與價值整合程度的高低兩個維度進行分析，分析發現「量測服務」適合的經營模式為「價值鏈」；「量測資訊」適合以「凝聚者」模式來經營；「量測商機」則適合「市集」模式。 本研究並對三個服務主題進行價值分析，分解與重組五種價值貢獻者的價值貢獻內容，同時將分析結果繪製成價值地圖，以比較量測中心在加入各項服務主題前後的做法。比較結果發現，「量測服務」應結合國家度量衡標準實驗室的一級校正服務，即時提供正確的校正進度資訊給顧客；「量測資訊」則應與不同的內容提供者合作，如ITIS、公會學會、貿易公司等，以完整的提供各類量測領域的新聞及資訊；最後，「量測商機」則是創新了一項商業機會，藉由提供二手儀器交易供需資訊來增加顧客間交流的機會，並增加量測中心的附加價值。

This research discusses profitable business model and value proposition for end-customers which are important issues when enterprises are engaged in e-Business. The analytical framework of this research is based on the Business-Web (B-Web) models proposed by Tapscott et al. in 2000. In this thesis, we take a case study approach, using the Center for Measurement Standards (CMS), Industrial Technology Research Institute (ITRI) as the case for our study. First, we use oppotunity matrix, we develop a B-Web for CMS in three directions: “Metrology Service” is designed to improve the operational process by using Internet. “Metrology Information” and “Metrology Business” are designed to achieve the goal of innovation contents. Second, we analyze the right business model for the three directions according to the degrees of economic control and value integration. We find that CMS should conduct “Metrology Service” with “Value Chain” model, “Metrology Information” with “Aggregation” model, and “Metrology Business” with “Agora.” Finally, we disaggregate and reaggregate the value proposition of three directions and design value map that depicts value exchanges in B-Web. We find that “Metrology Service” should provide a function that the operational process in CMS or National Measurement Laboratory can be tracked by customers at real time. “Metrology Information” should ally with some content providers to provide complete and integrated information about measurement standards. “Metrology Business” should create business opportunities for sellers and buyers of secondhand instruments.