台灣以農立國，然而隨著時代的演進與產業的發展，農業面臨的「三農」問題（農民、農村、農業）日顯嚴重，加上近年來食安問題爆發，對於該如何推動「三生」實為當今農業發展重要指標之一。「三生」即為生產、生態、生活，讓生產者獲取較佳的利潤、生態圈平衡共生、消費者擁有「食得安心」的生活，而本個案研究對象－「友善大地社會企業有限公司」即為解決上述問題而成立之。觀察「友善大地」營運過程，發現其與利害關係人之互動關係，正可用服務主導邏輯的價值主張以及服務生態系統觀點深入探討，現今也尚未見過以此觀點探討農業社會企業經營之研究，遂可補足理論之缺口。因此，本研究問題定為：「友善大地與利害關係人間、及利害關係人與利害關係人間，如何藉由提出具吸引力的價值主張產生互動，進而形塑出一服務生態系統？」透由質性研究之單一個案研究法，探究「友善大地」服務生態系統生成之過程。

　　根據研究結果發現，企業邀請利害關係人進行互動進而生成一服務生態系統，可劃分為以下階段：提出價值主張、資源整合與服務交換、制度及制度調適、共創價值，其中「資源整合與服務交換」和「制度及制度調適」的發生先後並無一定的順序。且企業提出的價值主張可由企業之成立宗旨衍伸而來，如此一來，便能吸引認同該企業理念的利害關係人加入互動，後續的制度調適以及資源服務的整合交換也將更順利。而互動後共同創造之價值，也會與企業之願景相呼應，並為其他利害關係人帶來正向影響。換句話說，利害關係人們與企業的互動及共創出的價值，都將更加強化此服務生態系統。

The aim in this study is to explore the agriculture production and marketing platform operated by Earth Friend Social Enterprise from a perspective of a service ecosystem based on service-dominant (S-D) logic. The chosen research problem is focusing on how to propose an attractive value proposition between Earth Friend Social Enterprise and stakeholders as well as between stakeholders to further shape a service ecosystem accordingly by applying the single case study method of qualitative research.

According to research results, it is found the interactive process amongst stakeholders invited by an enterprise to generate a service ecosystem can be divided into the following phases: the proposal of value proposition, resource integration and service exchange, adaptions among systems, and value co-creation. Of all, the sequence of resource integration and service exchange as well as adaptations among systems is not necessarily fixed. Also, the value proposition raised by an enterprise can be derived from its objective to attract stakeholders who recognize the given value proposition to join the interactions. Accordingly, the system adaptations as well as resource integration and service exchange will go on smoothly. The co-created value upon interactions is also consistent with the enterprise vision to have a positive influence on other stakeholders. In other words, both interactions and co-created value between stakeholders and enterprises strengthen the service ecosystem.

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