|Abstract: ||隨著數位科技進步，善用物聯網 (IoT) 服務可為企業衍生創新商業模式，而過去有關IoT服務與行動商務相關研究，主要聚焦於探討IoT結構、IoT系統管理、IoT服務、以及IoT生態系服務等方面議題，少有以較完整之系統性觀點探討其服務創新模式與新商業模式建構等議題。本研究目的為透過文獻歸納據以提出服務創新模式分析架構，並以系統性觀點探討IoT產業如何透過服務創新，進而衍生新商業模式。本研究採用探索式個案研究法，以服務創新分類模式之價值共創觀點，進而深入探索IoT服務創新模式與衍生之商業模式。研究個案為中國大陸具代表性科技公司，包括社群服務業的騰訊、以及手機製造業的華為與小米。本研究蒐集上述個案從1998-2019年之服務與商業模式創新事件資料，並輔以專家深度訪談，而資料分析是以每一創新事件為分析單元，採文本分析法解讀，再運用內容分析法進行命名修正與建構類目。最後獲得以下研究發現，首先，IoT服務創新可分為價值主張導向服務、價值鏈導向服務、以及價值網絡導向服務，其中社群平台企業偏向價值網絡導向服務，而終端設備與基礎建設企業則偏向價值主張導向服務，此外，價值鏈導向服務比例偏低。其次，三家個案之商業模式在治理驅動型皆一致以價值網絡之比例最多，而內容驅動型皆存著差異性。此外，結構驅動型具有相同與相異之處。第三、社群平台企業之價值主張導向服務創新比例呈U型趨勢，反觀價值鏈導向服務與價值網絡導向服務比例呈倒U型趨勢；再者，終端設備企業之價值主張導向服務創新比例呈上升趨勢，反觀價值鏈導向服務與價值網絡導向服務比例呈遞減趨勢。此外，基礎建設企業之價值主張導向服務創新比例呈遞減趨勢趨勢，反觀價值鏈導向服務與價值網絡導向服務比例呈上升趨勢趨勢。第四、社群平台企業商業模式以內容驅動型創新比例呈U型趨勢，反觀結構驅動型呈倒U型趨勢，而治理驅動型比例呈上升趨勢。再者，終端設備企業商業模式以內容驅動型創新比例呈上升趨勢趨勢，反觀結構驅動型呈遞減趨勢趨勢。而治理驅動型比例呈倒U型趨勢。最後，基礎建設企業商業模式以內容驅動型創新比例呈上升趨勢趨勢。其次，結構驅動型呈U型趨勢，反觀治理驅動型比例呈倒U型趨勢。|
With the development of digital technology, more innovative business models are generated by internet of things services. However, previous studies mainly focused on IoT structure, IoT system management, IoT service and IoT service ecosystem. There were few studies focused on the issues of service innovation model and the construction of new business model of IoT based on a complete and systematic perspective. The study aims to propose an analysis framework of service innovation model based on literature review, and to explore how IoT industry can generate new business models through service innovation from a systematic perspective. The study adopts the method of case study. The analysis framework of this study was constructed from the perspective of co-creation of service innovation taxonomy model. Moreover, the project selects the representative technology companies in China, including Tencent in social service provider, as well as Huawei and Xiaomi in mobile phone manufacturing industry. This study collects the service innovation events of the cases from year 1998 to 2019. Moreover, the study will carry out in-depth interviews. Each innovation event is an analysis unit. Then the methods of text analysis and content analysis will be used to further analyze the collected data. These results show the IoT service innovation can be divided into value proposition-oriented services, value chain-oriented services, and value network-oriented services. Social platform enterprise prefers value network-oriented services, while terminal equipment enterprise and infrastructure enterprise prefer value proposition-oriented services. The frequency of value chain-oriented services in the three cases is low. Secondly, the business models of the three cases all have largest proportion of the value network in the governance-driven model, and on the contrary, there are differences in the content-driven model. In addition, the structure-driven model has the difference between the same and different. Thirdly, the value proposition-oriented service innovation proportion of social platform enterprise has a U-shaped trend, and the proportion of value chain-oriented services and value network-oriented services has an inverted U-shaped trend; Moreover, the value proposition-oriented service innovation proportion of terminal equipment has an increasing trend, while the proportion of value chain-oriented services and value network-oriented services shows a decreasing trend. In addition, the value proposition-oriented service innovations proportion of infrastructure enterprise shows a decreasing trend, while the proportion of value-chain-oriented services and value network-oriented services shows an increasing trend. Fourly, the proportion of content-driven in the business model of social platform enterprise shows a U-shaped trend, while the proportion of structure-driven shows an inverted U-shaped trend. Moreover, the proportion of governance-driven shows an increasing trend. Secondly, the proportion of content-driven in the business model of terminal equipment enterprise shows an increasing trend, while the proportion of structure-driven shows a decreasing trend. However, the proportion of governance-driven shows an inverted U-shaped trend. Finally, the proportion of content-driven in the business model of infrastructure equipment enterprise shows an increasing trend too. Furthermore, the structure-driven shows a U-shaped trend, while the proportion of the governance-driven shows an inverted U-shaped trend.