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    题名: 破壞性創新技術的擴散模式- 以E-ink反射式顯示技術為例
    Diffusion model of a disruptive innovation technology-A case study of E-ink reflective display technology
    作者: 周志豪
    Chou, Chinhao
    贡献者: 李仁芳
    周志豪
    Chou, Chinhao
    关键词: E-ink
    電子書
    創新擴散
    破壞性創新
    E-ink
    eBook
    Innovation diffusion
    Disruptive innovation
    日期: 2010
    上传时间: 2012-04-12 14:00:11 (UTC+8)
    摘要: 2007年11月全球網路書局巨擘Amazon正式宣布進軍電子書事業，發表一款名為「Kindle」的電子書以及相關營運服務，旋即造成搶購風潮。 此電子書使用E-ink公司研發的電子墨顯示技術，讓使用者的使用彷彿覺得是閱讀印刷物，而電子墨技術已存在四十餘年，最早發明於Xerox Palo Alto Research Center，此技術以使用黑白的電子墨形成可反射環境光顯示方式，有別於主流使用於筆記型電腦或桌上監視器的彩色顯示器，電子書以採反射式，能在有環境照明時清晰可視，不須要一般顯示器的背光源，所以有較低的耗電，同時也可以有較輕與薄的設計。 此差異化的顯示技術與產品定位讓E-ink創新技術花費將近十年均只有極小衆的需求，直到2008年才見有起飛的成長。

    本論文透過分析E-ink個案之創新技術擴散歷程，並佐證先前相關創新技術擴散理論之文獻，闡述擴散模式、影響因素、與創新採用過程來明瞭E-ink創新擴散的驅動力。 E-ink創新技術之應用與其他創新技術的最大差異，它不僅是個破壞式創新技術，它的應用是需要改變採用者使用方式。 此類的創新技術不像其他大多數的創新技術是新增使用方式或察覺不出使用方式須改變。 所以研究其技術擴散歷程可幫助我們明瞭此類較不易擴散的創新技術如何能加速其市場擴散。此研究同時比較應用E-ink電子墨顯示技術的電子書與其他新技術與產品市場擴散之差異，包括應用高密度積體電路記憶體設計與製造技術的數位音訊播放器(MP3 player)、應用薄膜電晶體液晶顯示器技術的大尺寸液晶平面電視與應用投射式電容觸控技術的平板電腦。

    本研究我們發現，E-ink創新技術的應用驅動採用者改變其以往的使用方式，而此驅動力的來源就是使用創新技術的新產品價值主張。 在此個案中更進一步發現擴散模式的兩股驅動力可改變產品擴散市場的強度，首先是技術發展達到產品可滿足客戶最低的價值主張期望，第二是此價值主張讓使用者選擇此新技術帶來創新產品的需求滿足。 延伸觀察使用方式改變的擴散主要為兩個因素的函數，一為內部推動力- 包括新技術的技術發展力、供應力。另一為外部拉引力- 包括市場對產品價值主張的吸引力、其他創新技術使用的協同效果、銷售模式與經營模式對產品的推廣能力。

    創新技術是一個高科技公司維持營運與成長的重要資產，但如何能將創新技術應用於產品成功的擴散市場，若能掌握重要的驅動因子，方可將此資產較快速地轉變為倍數的財源。 本研究分析改變使用方式的破壞性創新E-ink電子墨顯示技術的擴散模式，發現初期的擴散以內部技術力與供應能力驅動為主，建議企業在此時期應思考如何應用創新技術定位產品，同時定位於最核心的價值位置建立商業模式。 在此能力逐漸增強之後，其擴散則以外部市場吸引力驅動為主，必須在市場推出所謂「殺手級應用」產品，即應用此破壞性創新技術突顯差異的產品價值主張，而能跨越採用者鴻溝。 同時建議企業在此時應著力於產品開發策略，市場推出的產品必須滿足多層次採用者不同的需求，適當的規劃產品直到技術漸趨成熟而衰退。
    It has became one of the most popular consumer electronics since Amazon, the world leading bookstore, announced to enter eBook business and launched a reading device, called “Kindle” in November 2007. This eBook device applies a simple electronic ink display technology from E-ink and let readers to view the display just like to view a printed book. This electronic ink display have been developed more than 40 years and invented in Xerox Palo Alto Research Center. This technology applies dark and white electronic ink which could reflect ambient light to display black and white image on the screen. The display don`t need a backlight as conventional LCD screens, and can also be viewed under sunlight as printed paper. In the same time, it has a less power consumption and could have a slim and light design for easy carry. But, it has spent more than 10 years to only gain a small population of customers to use this differentiating display and product which apply this E-ink innovative technology. After Amazon launched “Kindle” in late 2007, we observed this technology fast diffuse to the mass market.

    This thesis is to study a diffusion model of E-ink disruptive technology. Review prior articles of technology diffusion theory, model of innovation diffusion, factors of innovation diffusion and adoption of innovation to understand driving forces of E-ink technology diffusion. The major difference of E-ink technology from others is to require changing the user usage method when it appy to an electroic paper. It is not only a disruptive change, but requires changing user usage experience. Most of other new technologies are to add new or be easy usage, won’t feel a change of usage method and experience. Research the diffusion model of this disruptive technology help us to understand how we could expedite this type of new technology to the market. In this study, we also compare other similar applications of new technologies, such as MP3 player which apply high density of integrated circuit memory design and manufacturing; Large sized TFT LCD TV which using TFT LCD technology; and Tablet computer which adopt capacitive touch technology. To compare those technologies market diffusion with E-ink display technology.

    We have found the driving force to adopt E-ink technology and make change of user usage is the value proposition of products which adapt this innovative technology. Furthermore, we conclude two driving forces to enhance diffuse into mass market. First one is to meet the minimum expectations of the value proposition from this new technology. Second is to meet the needs of users who select this new technology. In addition to, it observed two important factors to change usage adoption, one is internal push force, and the other is external pull force. Internal push forces include technology development; and capability of supply chain. External pull forces include market attraction of product value propositions; synergy for using other technologies in the products; sales and business models to promote products.

    Innovative technology is an important asset to sustain company growth in a high- tech company. But how it could successfully apply the innovative technology to a product and diffuse into the market? It is important to know key driving forces, so this asset is able to turn into cash for continuous funding new innovation. This study analyzes the diffusion model of a disruptive E-ink display technology. We have found early diffusion forces are depended on technology and supply chain capability. It suggests company to focus how to initiate the product position with technology capability for meeting expectation of value proposition. In the mean time, it needs to build the supply chain infrastructure to position core value of new technology. Once company has built the technology capability, diffusion forces move to market pull. It starts to launch a “killer application” product to apply this technology and underline differentiating product value proposition, so it is able to cross the “chasm”. It also suggests company to adjust strategy on product development and requires having a broader product portfolio to meet a variety of customer needs. Finally, plan product development for mainstream applications utill technology is gradually slowdown.
    參考文獻: 一、 中文文獻
    1. 蔡銘進，半導體技術的奈米之路，《科學發展》，2005年9月，393期，6～11頁。
    2. 陳泳丞（2004），《台灣的驚嘆號-台日韓TFT 世紀之爭》，時報文化出版企業股份有限公司。
    3. 吳凱琳譯 (2007)，Clayton M. Christensen原著，《創新的兩難》，商周出版 (The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail)。
    4. 李芳齡、李田樹譯 (2003)，Clayton M. Christensen and Michael E. Raynor原著，《創新者的解答》，天下雜誌 (The Innovator’s solution: creating and sustaining successful growth)。
    5. 陳正平譯 (2000)，Moore, Geoffrey A. 原著，《跨越鴻溝》，臉譜出版 (Crossing the Chasm)。
    6. 陳正平譯 (1999)，Moore, Geoffrey A. 原著，《龍捲風暴》，臉譜出版 (Inside the Tornado)。
    7. 江逸之，TPK宸鴻 壓寶觸控 一夕躍升明星股，《天下雜誌》，2011年2月，466 期。
    二、 英文文獻
    1. Archambault, Susan, “E ink”, Harvard Business School Case 9-800-143, 2000.
    2. Brown, L.A. and Cox, K.R., (1971), “Empirical regularities in the diffusion of innovation”, Annual of the Association of American Geographers, vol. 61, pp551-559.
    3. Bower, Joseph L. and Christensen, Clayton M., “Disruptive Technologies: Catching the Wave”, HBR p.43 January-February, 1995.
    4. Chidamber, Shyam and Kon, Henry, “A Research Retrospective of Innovation Inception and Success: The Technology-Push Demand-Pull Question”, International Journal of Technology Management Vol. 9, No. 1, 1994.
    5. Christensen, Clayton M., “The Innovator`s Dilemma: When New Technologies Cause Great Firms to Fail”, Harvard Business School Press, 1997.
    6. Christensen, Clayton M. and Raynor, Michael E., “The Innovator’s Solution: Creating and Sustaining Successful Growth” , Harvard Business School Press, 2003.
    7. Coombs, R., Saviotti, P. and Walsh, V. (1987), Economic and Technology Change, Basingstoke, Hamp.: Macmillan Education.
    8. Farquahar, J. W. et al (1990). How effective is drug abuse resistance education: a meta-analysis of Project D.A.R.E. outcome evaluations. American Journal of Public Health, 84 (9), 1394–1401.
    9. Freeman C. (1986), “The Economic of Industrial Innovation”, 2nd ed., Cambridge, Mass: MIT Press.
    10. Hagerstrand, T. (1967), “Innovation Diffusion as A Spatial Process”, Chicago, University of Chicago Press.
    11. Kamien, M.I. and Schwartz, N.L. (1982),“Market Structure and Innovation”, Cambridge: Cambridge University Press.
    12. Lee, H. , Smith, K.G. and Grimm, C.M (2003),The Effect of New Product Radicality and Scope on the Extent and Speed of Innovation Diffusion, Journal of Management 29 753–768.
    13. Mazzoleni, R. (1997), Learning and path-dependence in the diffusion of innovations: comparative evidence on numerically controlled machine tools. Research Policy 26 405-428.
    14. Midgley, D.F. & Dowling, G.R. (1978), Innovativeness: The concept and its measurement, Journal of Consumer Research, 4, 229-242.
    15. Moore, Geoffrey A.,“Inside the Tornado: Marketing Strategies from Silicon Valley’s Cutting Edge”, 1995.
    16. Moore, Geoffrey A., “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers”, 1999.
    17. Robert Phaal, Clare J.P. Farrukh, David R. Probert, “Technology roadmapping—A planning framework for evolution and revolution”, Technological Forecasting & Social Change, 71 (2004) 5–26.
    18. Rogers, E. M. (1983, 1995), “Diffusion of innovation”, London: MacMillian.
    19. Schumpeter, J.A.,(1934), “The Theory of Economic Development”, Cambridge, Harvard University Press.
    20. Stocking, B (1985) Initiative and Inertia: Case Studies in the NHS. London: Nuffield Provincial Hospitals Trust.
    21. Valente .W.T (1997), Social network associations with contraceptive use among cameriinian women in voluntary associations, Soc. Sci. Med. Vol. 45. No.5.
    22. Wejnert, B.(2002), Integrating models of diffusion of innovations: A conceptual framework, Annual Review of Sociology, pg.297.
    23. Westarp.V.F, Oliver Wendt (2000), Diffusion Follows Structure-A Network Model of the Software Market, Proceedings of the 33rd Hawaii International Conference on System Sciences.
    24. Wolfe, RA (1994) Organizational innovation: review, critique and suggested research directions. Journal of Management Studies 31(3): 405-431.
    25. Yoffie, David B. and Mack, Barbara J., “E ink in 2005”, Harvard Business School Case 9-705-506, 2005.
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    97932067
    99
    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..................................3
    第三節 研究方法.......................................4
    ‎第四節 研究限制.......................................6
    第二章 文獻回顧與分析..................................7
    第一節 技術創新: 維持性與破壞性創新......................8
    第二節 技術與產品開發歷程..............................14
    第三節 技術創新擴散理論................................15
    第四節 創新擴散要素....................................18
    第五節 技術創新擴散模式.................................19
    第六節 技術創新擴散影響因素..............................21
    第七節 創新科技產品採用週期..............................24
    ‎第三章 個案分析.........................................32
    第一節 技術起源.........................................32
    第二節 E-ink公司.......................................36
    第三節 技術核心與技術發展................................39
    第四節 產品導入與應用...................................41
    第五節 供應鏈建立.......................................42
    第六節 產品定位與市場擴散................................43
    第七節 E-ink個案小結....................................44
    ‎第八節 創新產品的擴散比較 (電子書閱讀器 vs. 數位音訊播放器、液晶平面電視與平板電腦)........................................45
    壹、 產品與關鍵採用新技術比較.............................46
    ‎貳、 平面電腦的關鍵技術- 投射式電容觸控技術說明.............54
    ‎參、 產品市場擴散比較....................................56
    ‎肆、 競爭環境與產品擴散比較...............................57
    ‎伍、 案例小結...........................................57
    第四章 研究發現.........................................61
    第一節 發現一：內部推動力................................62
    ‎壹、 技術改善達成臨界性能，推昇產品價值....................63
    ‎貳、 清楚定位產品，區隔市場，符合技術的價值主張.............65
    ‎參、 架構新技術供應鏈基礎建設，滿足新產品生產量需求..........67
    ‎肆、 商業模式建構產品供應鏈...............................68
    第二節 發現二：外部拉引力.................................70
    ‎壹、 結合新的技術或產品應用，提高價值主張...................70
    ‎貳、 定義新的生活型態使用模式..............................71
    ‎參、 新的商業模式改變市場遊戲規則..........................73
    ‎肆、 數位內容與服務影響硬體價值主張........................74
    ‎伍、 早期採用者之採用效果.................................76
    ‎第三節 由內部推動力到外部拉引力............................76
    第五章 研究結論與建議....................................78
    第一節 研究結論.........................................78
    壹、 產品定位與商業模式..................................79
    貳、 產品開發策略.......................................80
    第二節 研究建議.........................................82
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097932067
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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