摘要
生命三元素是空氣、陽光、水，有這三項要素方能使生物得以孕育延續。而住宅是人們對家庭渴望的延伸，建物是客體，背後代表的是人們對穩定歸屬感的希望。但從另一個角度看，它其實也是主體自我的象徵，不同住宅的樣子可以反應出每個人的獨特性。因此擁有一個屬於自己的「家」是多數人努力的目標，而建商在規劃、行銷建案時多數會強調通風、採光、和景觀，在這三項條件具備優勢的建案往往也能夠反應在價格上。本研究將之連結為生命三元素的空氣(通風)、陽光(採光)、水(景觀)。
本研究將以價值主張、價值共創、顧客旅程地圖理論，透過這三項學術觀點，以台南市九份子重劃區的預售建案做個案研究，利用訪談方式了解該建案的設計理念，和透過田野調查了解重劃區環境，是否影響該建案規劃時價值主張的實踐。然，過去的研究個案較少以價值主張的觀點運用在建築業，顧客旅程地圖理論的個案選擇也多是飯店業，餐飲業等，屬於消費時間較短的個案。這也是本研究希望能夠探索預售屋建案在顧客旅程地圖理論所呈現的面貌的主要原因。
但建築業背後代表的意是家的概念，就人生的意義來說是十分重要的，價值主張是對於理念的堅持，過程中有許多利害關係人(stakeholders)，透過彼此間的或衝突或互助交織後，最終是正向且超乎預期的成果。價值主張若能獲得害關係人高度認同和支持，自然也能提高其參與的意願，因此價值主張相當程度的產生對利害關係人的影響。這也是本研究希望選擇建築業來做為研究個案的原因之一。
加上現有文獻對於價值主張、價值共創與顧客旅程三者之間的關聯性，其理解仍是相當有限，這是驅使本研究的動機。最後，本研究也總結出理論意涵和實務意涵希望能做出小小貢獻，並說明研究限制和對未來研究者建議。
關鍵字：價值主張、價值共創、顧客旅程地圖、質性研究、田野調查

Summary
Air, sun, and water are three essential elements of life that support the gestation and extension of all the living forms, and residence houses are the extension of people’s longing for a “home”, while standing behind “architecture” itself is an object, representing people’s hope for a stable sense of belonging. Nevertheless, if we look from a different angle, it truly is a symbolic image reflecting house owner his/herself. Different residence houses, in types or in appearances, can reflect house owners’ unique characters. Therefore, owning a “home” is a goal for most people. When designing and marketing construction projects, many construction companies put emphasis on ventilation, lighting, and landscape, and not surprisingly, these favorable factors are usually able to be reflected on the pricing of construction projects that meet the three conditions. This study connects the three conditions to the above-mentioned three essential elements of life – air (ventilation), sun (lighting), and water (landscape).
This study will apply three academic viewpoints, value proposition, value co-creation, and the theory of customer journey map, on a pre-sale house project in Tainan Jioufenzih Redevelopment Zone, which is selected as the case of this study. Qualitative research method is adopted through not only interviews but also field investigation to understand whether theenvironment of a redevelopment zone would affect the practice of the initial value proposition during the planning phase. However, there isn’t many research applying the viewpoint of value proposition on the construction industry, and the case selection of customer journey map theory is mostly in the hotel industry, catering industry, etc., which belong to the cases with relatively short consumption time. This is also the main reason why this study hopes to explore the appearance of pre-sale housing construction projects in the customer journey map theory.
But the meaning behind the construction industry is the concept of home, which is very important in terms of the meaning of life. Value proposition is the persistence of one’s own idea. During the procedure, stakeholders, through mutual conflicts and/or supports, work together to create positive and better-than-expected results. A highly recognized and supported value proposition is naturally being able to increase stakeholders’ willingness to participate. Thus, the value proposition will have a considerable impact on stakeholders. This is also one of the reasons why this study hopes to choose construction industry as the study case.
The existing literature is still quite limited in its understanding of the relationship among value proposition, value co-creation and customer journey, which becomes the motivation for this study. Finally, this study also summarizes the theoretical and practical implications with the hope to make a small contribution, and to explain the research limitations, as well as to provide suggestions for future researchers.
Keywords: Value Proposition, Value Co-Creation, Customer Journey Map, Qualitative Research, Field Investigation

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