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研究生： 陳冠為
Chen, Kuan-Wei
論文名稱： 價值主張驅動之價值共創：以黑橋牌企業股份有限公司為例
Value Proposition Driven Value Co-creation:The Case of Black Bridge Food Co.,LTD
指導教授： 周信輝
Chou, Hsin-Hui
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系碩士在職專班
Department of Business Administration (on the job class)
論文出版年： 2020
畢業學年度： 108
語文別： 中文
論文頁數： 80
中文關鍵詞： 服務主導邏輯 、服務系統 、價值主張 、價值共創
外文關鍵詞： Service-Dominant logic, service system, value proposition, value co-creation
相關次數： 點閱：169  下載：3 
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    • 台灣早期物資缺乏，肉類對台灣人而言可謂珍貴之食材，隨著社會、經濟的進步與健康意識抬頭，過量的肉類攝取所引發的健康問題影響著消費者對肉類攝取之意願，豬肉加工業者也在發展過程面臨著食安、口蹄疫的嚴重挑戰，這使的企業無法能單純的只進行生產，而是需要提供消費者所需的「服務」，企業必須與消費者進行良性互動，並且從消費者角度思考來滿足消費者的期待，並在過程中持續調整、精進，使其面對各種挑戰時能更站穩根基永續發展。
    本研究採質性研究的單一個案研究方法，針對黑橋牌企業股份有限公司進行深入探究，透過服務主導邏輯(Service-Dominant logic)觀點探討黑橋牌如何提出能滿足消費者期待的價值主張(value proposition)，如何進行價值主張的擴散，進而邀請相關的服務系統(service system)的參與，以完成黑橋牌與各服務系統間的價值共創(value co-creation)，並進而促進各服務系統間的互動而形成一個價值共創的生態系統；研究中以黑橋牌與消費者、政府、供應商、員工四個主要對象進行探討，藉由黑橋牌如何提出的一系列價值主張與不同對象進行互動的分析，來了解黑橋牌與不同服務系統間如何進行資源整合與服務的提供，以完成價值共創的成果。
    本研究發現，企業無法獨善其身的存活下來，必須與各服務系統進行互動，以了解不同服務系統所期待與需被滿足的服務為何，進而整合企業自身的資源提出相對應的價值主張與服務並進行擴散，讓其他服務系統認同且願意參與互動，並在動態的互動中持續觀察、調整、改善價值主張與服務，以完成價值共創之目的，為所有參與者創造永續經營的競爭力。

    This study uses a single case study method of qualitative research.In-depth exploration of Black Bridge Food Co., Ltd. Use the Service-Dominant logic of view to discuss how Black Bridge proposes a value proposition that can meet consumer expectations. How to spread the value proposition and invite other service systems to participate? How to complete the value co-creation between the Black Bridge and each service system? Promote the interaction between various service systems to form an ecosystem of value co-creation. In the research, the Black Bridge is discussed with the four main objects of consumers, government, suppliers, and employees. Analyze how a series of value propositions proposed by Black Bridge interact with different service systems. Understand how to integrate resources and provide services between Black Bridge and different service systems. Complete the results of value co-creation.

    摘要 I Value Proposition Driven Value Co-creation: The Case of Black Bridge Food Co.,LTD II 誌謝 VI 目錄 VII 表目錄 IX 圖目錄 X 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 5 第三節 研究內容與流程 6 第二章 文獻探討 8 第一節 價值共創 8 第二節 服務主導邏輯 11 第三節 價值主張 17 第四節 小結 19 第三章 研究方法 20 第一節 研究方法之選擇 20 第二節 研究設計 23 第三節 資料分析 31 第四章 個案：共創黑橋的送禮文化傳奇 33 第一節 個案介紹 33 第二節 黑橋牌與消費者的共創 39 第三節 黑橋牌與政府單位的共創 53 第四節 黑橋與供應商的共創 58 第五節 黑橋牌與員工的共創 62 第六節 分析與討論 64 第五章 結論與建議 67 第一節 結論 67 第二節 研究貢獻 71 第三節 研究限制 74 第四節 未來研究方向 75 參考文獻 76 表 2- 1服務主導邏輯的公理與基本假設 13 表 2- 2商品主導邏輯與服務主導邏輯對價值與價值創造之觀點比較 15 表 3- 1黑橋牌認證、獲獎列表 24 表 3- 2訪談名單 27 表 3- 3次級資料來源 27 表 5- 1 價值主張驅動之價值共創 69 圖 1- 1研究流程 7 圖 2- 1 VPC架構 9 圖 3- 1單一內嵌式的個案設計 23 圖 3- 2黑橋牌全面物流溫控圖 25 圖 4- 1黑橋牌第一家門市 35 圖 4- 2黑橋牌第一家門市 35 圖 4- 3黑橋牌創辦人陳文輝先生座右銘 36 圖 4- 4黑橋牌好心腸的堅持 37 圖 4- 5「用好心腸做好香腸」永恆金句頒獎，葉淑芬經理(左二)代表領獎 41 圖 4- 6「用好心腸做好香腸」的行銷溝通 43 圖 4- 7黑橋牌LOGO 44 圖 4- 8百大品牌頒獎典禮 46 圖 4- 9鳳飛飛小姐代言 47 圖 4- 10高雄之子-痴傻男孩Johnson部落格 48 圖 4- 11史達先生的玩樂人生-漫步在台南 49 圖 4- 12矽谷美味人妻-年節送禮必中！ 50 圖 4- 13猴子【東】遊記-100分換香腸 51 圖 4- 14「考試100分，腸腸鼓勵你」 52 圖 4- 15口蹄疫撲殺豬隻 55 圖 4- 16 CAS豬肉攤 56 圖 4- 17 CAS各式活動 57

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