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題名：商業技術的突破性創新－以臺灣連鎖便利商店為例
作者：張彥輝 引用關係
作者(外文)：Yen-Hui Chang
校院名稱：國立雲林科技大學
系所名稱：企業管理博士班
指導教授：許牧彥
陳志遠
學位類別：博士
出版日期：2009
主題關鍵詞：商業技術；商業創新；突破性創新；技術性能；Commercial Innnovation；Disruptive Innovation；Technology Feature；Commercial Technology
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商業是與「交易」相關的產業，在產業價值鏈中扮演中間商的角色，成為促進「製造供應商」與「終端消費者」間交易媒合的平台。近年來，有別於傳統的零售店與批發商之新興商業平台（例如連鎖便利商店、大型量販店與商城、及網路交易平台）持續推出各種創新的做法，但是這些創新卻被傳統的創新管理文獻所忽略。究其原因，主要是創新的相關研究仍是以製造業為核心本位的工業技術創新，缺乏以「中間商」為本位來探討商業創新議題。
本研究的第一個動機就是嘗試以「中間商」產業為研究田野，深入探討商業技術創新的內涵及其演變，目的是要以交易價值與交易成本的理論觀點對「商業技術創新」的內涵給予具體且一般化的定義。不同的商業平台有著截然不同的形貌與運作的方式。若將不同的商業平台視為不同的商業技術的組合，那麼不同的商業平台也有各自的優劣勢而有不同市場區隔。過去行銷學者大都是研究這些通路有哪些不同的市場區隔，屬於靜態分析；隱含的假設為通路的特性以及顧客的需求都是固定不變的。但事實上，這種市場區隔並非固定不變。隨著商業技術的創新以及顧客需求的改變，不同的商業平台提供交易服務的對象也會隨之消長。這種創新更替的現象，就如同舊產品被新產品取代一般。
本研究的第二個動機就是希望引用創新管理文獻最新發展的相關理論來探討這種商業技術創新更替的現象。特別是聚焦在連鎖便利商店的商業技術創新，要探討這種創新更替現象是否也是一種突破性創新？本研究運用交易成本理論與價值網絡理論，以臺灣零售通路業龍頭7-ELEVEN便利商店為主要個案，輔以Yahoo與eBay兩家網路中間商，進行商業技術創新內涵、類型之具體化的探討。透過相關個案研究探討，本研究將商業技術（Commercial Technology）定義為『中間商進行交易媒合的改善作為（或方法），以提升交易效能與效率，包含：增加有價值商品品項、提升相關技術性能、以及降低相關交易成本等』；並進一步將商業技術區分為：「突破時空侷限的技術」、「掌握交易情報的技術」與「促進交易媒合的技術」等三種類型。
本研究進一步透過相關行銷學者文獻對消費者購物需求特性的研究成果，設計問卷，進行量化研究，確認商業具有「便利性」、「資訊充分性」、「可信賴性」、「服務滿意性」與「商品滿意性」等五大技術性能。經研究假設驗證結果顯示，以連鎖便利商店鮮食便當為例，商業技術與工業技術同樣存在突破性創新的現象。7-ELEVEN透過主要運用「突破時空侷限的技術」與「掌握交易情報的技術」的商業技術創新作為，努力改善相對於傳統便當店交易平台較弱勢的「商品滿意性」這個商業技術性能，終於突破許多消費者對「商品滿意性」的最低需求軌跡，銷售量持續上升，市場占有率逐年提高。
Commerce is an industry related to business transactions and plays a role of intermediary on the industry value chain. Commerce becomes a platform promoting transactions between manufacturing suppliers and end consumers. Recently, distinguished from traditional retail stores and wholesalers, the new commercial platform such as convenience stores, discount stores, shopping malls, and internet trading exchanges, have continuously pushed a variety of innovative ways. Nevertheless, these innovative ways have been ignored in the literature of innovation management. That is because the research foci of innovation management are still on industrial technology innovation which is the center of manufacturing industry. Also, the discussion on the issues of commercial innovation is lacking with the perspective of “intermediary”.
First motive of this study is to explore the content and evolvement of commercial technology innovation in depth, by adopting “intermediary” industry as the research field. This paper aims to give content of “commercial technology innovation” a general and concrete definition in the perspectives of Transaction Value Theory and Transaction Cost Theory. Different commercial platform has its own distinguished form and ways of doing business. If different commercial platform is regarded as different mix of commercial technology, different commercial platforms then can have its own advantages, disadvantages and market segment. In the past, marketing researchers mostly focused on the market segments of these platforms as a static analysis. The presumptions of these researches are that characteristics of platform and customer needs remain constant. With the innovation of commercial technology and changes of customer needs, the target customer also changes for different platforms. This kind of innovative alternation phenomenon is just like the old products are replaced by the new ones.
The second motive of this study is to use the most developed literature in innovation management to explore this type of innovative alternation phenomenon. The focus is to explore whether the innovative alternation phenomenon in commercial technology in convenience stores is also a type of interruptive innovation. Through Transaction Cost Theory and Value Chain Theory, this paper first focus on 7-ELEVEN convenience stores for case study and secondarily on Yahoo and eBay, the intermediaries, to process a concrete exploration on the contents and types of commercial technology innovation. Through relative case analysis, this research defines Commercial Technology as “An improving behavior (or method) that intermediaries use to promote transactions, transactional effectiveness and transactional efficiency. The ways include increasing items with values, to promote technological effectiveness, and to reduce transactional costs.” This study also goes a step further to divide commercial technology into three types: “technologies that breakthrough the limits of time and space”, “technologies that hold the transactional news”, and “technologies that promote transactions.”
With the review results on the marketing literature related to characteristics of consumers’ purchasing needs, this study designed a questionnaire and process a quantitative research to ascertain the matter that commerce possesses five technological features: convenience, sufficient information, reliance, service satisfaction, and product satisfaction. By research verification on the case of convenience stores and their lunch boxes, it shows that commercial technology and industrial technology both all exist disruptive innovation. 7-ELEVEN mainly uses “technologies that breakthrough the limits of time and space” and “technologies that hold the transactional news” to promote commercial technological feature, “product satisfaction,” which is usually a weak point for traditional lunchbox restaurants. It finally disrupts consumers’ low standards of “product satisfaction” in the past and promotes the sales greatly. Relative market shares also increase in the same time.
中文部分
林妙雀、酈彤羽，2004，影響消費者對零售通路商店形象因素之研究—以基因演算法最佳化類神經網路模式加以驗證，運籌研究集刊，26期，8卷，頁80-93。new window
吳師豪，2004，關係品質與關係結果之研究，國立台北大學企業管理學系博士論文。new window
許牧彥，2003，商業技術的創新─探索性模式與釋例，產業創新管理與知識經營研討會論文集，主辦單位：國立政治大學科技管理研究所，台北。
鍾育明，2004，信任機制對網路交易意圖影響之研究，國立台北大學企業管理學系博士論文。new window
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