近年來價值共創議題受到學界與實務界的高度重視，而價值共創也被視為是服務經濟浪潮下企業獲取競爭優勢的新典範。基於此，本研究之研究目的在於增進在價值共創歷程中服務生態系統生成之理解，特別是關於共創歷程中制度(Institution)、價值主張(Value proposition)與資源整合(Resource integration)三者之間的關聯性。具體而言，本研究欲回答的研究問題為：一個生態系統是如何在制度、資源與價值主張的相互影響與作用下而逐漸形成？本研究以服務主導邏輯(Service-dominant logic)為理論基礎，並且整合了服務生態系統之相關文獻，藉以形成理論視角來進行質性個案之實務探究。本研究以台南知名的正興街商圈為個案；位於台南中西區的正興街，從一個沒沒無聞的老街到近幾年來迅速竄紅成為知名的商圈並受到媒體與大眾的關注，這是一個相當有趣的現象，藉此個案，本研究探討正興街商圈服務生態系統的發展歷程。
透過以服務主導邏輯為基礎的理論視角，本研究之個案探究發現正興街商圈服務生態系統發展經歷了四個階段：1)繁華後的沉降；2)歷史街區與創意的邂逅；3)集體動員下的共創；以及4)蛻變下的幸福街區。本研究有兩點重要發現：首先，制度、價值主張與資源整合三者之間並非存在一個單一線性關係，而是彼此之間會相互形塑，而這價值共創的生態系統也在形塑過程中開展出來。此外，本研究發現生態系統發展的重要機制為制度與價值主張之間的交互作用，以致於能讓系統內利害關係人之間的資源整合趨向自我調適與滿足的狀態。最後，本研究從個案研究發現中亦發展出相關實務意涵。

The issue of value co-creation has been highly valued by academics and practitioners, and value co-creation is also regarded as a new example for enterprises to gain competitive advantage under the wave of service economy. Based on this perspective, the purpose of the research is to enhance the understanding of the service ecosystem in the process of value co-creation, especially in the relationship among institution, value proposition and resource integration. The research question to be answered is: How does an ecosystem form under the mutual influence among institution, resource and value proposition? The research applies the perspective of service-dominant logic and integrates the relevant literatures of service ecosystem to explore qualitative case. It is an interesting phenomenon that Zheng Xing street is developed from an unknown old street to a famous shopping district in short time, and therefore the research explores the case of Zheng Xing street shopping district service ecosystem and its development process.

Based on the perspective of service-dominant logic, the research finds that the development process of Zheng Xing street shopping district service ecosystem includes four stages. There are two important findings in the research: first, it is not a single linear relationship among institution, value proposition and resource integration, but they will be mutually shaped, and then the ecosystem is also created under this mutual influence; second, the research finds that the important mechanism of the development of ecosystem is the interaction between institution and value proposition, so that the resource integration among stakeholders tend to self-adjustment and satisfaction status in the ecosystem.

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