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| Title: | 影響有機零售通路商店的服務創新之研究 -有機產品認知、組織特性與知識取得的觀點
An Empirical Study of the Influencing Factors on Service Innovations in Organic Retail Stores: Focusing on Organic Product Awareness, Organizing, and External Sourcing of Knowledge |
| Authors: | 吳源博
Wu, Yuan Bo |
| Contributors: | 吳豐祥
吳源博
Wu, Yuan Bo |
| Keywords: | 有機通路商店
有機產品認知
組織特性
外部連結
知識取得
服務創新
Organic retail stores
Organic product awareness
Organizing
External links
Knowledge acquisition
Service innovation |
| Date: | 2015 |
| Issue Date: | 2015-08-24 10:13:17 (UTC+8) |
| Abstract: | 根據瑞士有機農業研究所的全球有機市場報告指出，2013年全球有機農業產值為630億美金，相較於2011年增長25%，由此可見有機產業蓬勃發展。過往國內有關有機產業的研究，大多偏向探討有機農業的發展、消費者行為調查、通路行銷策略，對於有機商店創新層面著墨很少。另一方面，以往服務創新相關研究有提到組織方式與知識管理對其產生的影響，但探討的產業仍限縮在一般服務業，未曾針對有機商店作探討。基於上述的缺口，本研究以「有機認知」、「組織特性」、「知識取得」等三大構面為主軸，選擇國內三家有機零售通路商店進行深入研究，探討三大構面對服務創新的影響。
本研究得到的結論如下：
(1) 有機零售通路業者共同採取的服務創新是複合式經營餐飲、不定期的講座與活動、網路平台、App互動與購物。
(2) 有機零售通路業者發展服務創新，其有機產品認知包含健康產品的定義、與農友間公平貿易。前者是說明店內產品的選擇，後者是說明其公平採購行為，兩者對於有機零售商店都是新服務概念。
(3) 有機零售通路會同時透過正式化的組織方式與非正式化的提案制度來激發創新。當公司不具備組織創業家精神，新服務發展將難以達成。
(4) 有機零售通路業者發展服務創新時，在外部連結與知識取得上，會以開放式創新的概念積極向外獲取所需之技術知識與市場知識，尤其注重一線員工與顧客的互動與顧客意見。
最後，本研究提出實務建議與後續研究之建議。
According to the statistics of Research Institute of Organic Agriculture (FiBL), global output value was 15 billion dollars in 2013 and 25% growth from 2011, which shows that organic industry is a booming industry. Most of the past researches related to organic industry are focused on the “development of organic farming”, “consumer behavior”, “marketing strategy” and very few studies are conducted on the organic store innovation. On the other hand, most of the former studies of service innovation, knowledge management, and organizing focus on general service industry. The past studies of the cases are almost general service industry. Due to the research gap, this study establishes a research framework with four major constructs: organic product awareness, organizing, external sourcing of knowledge and service innovation. I select three organic retail stores and aim to find the relationship among them. Four major preliminary conclusions obtained from this study are as follows:
(1) The observation of organic retail stores jointly take these actions, such as combinative restaurant, occasional lectures/activities, network platform and App interacting with shopping.
(2) As far as organic retail stores for service innovation is concerned, firm’s organic product awareness consists of the definition of health products and fair trade between farmers. Both of them are the new service concepts.
(3) As far as organic retail stores for service innovation is concerned, the firm may use both formal and informal organization. If firms do not acquire entrepreneurship orientation, new service development would not be accomplished.
(4) As far as organic retail stores for service innovation is concerned, the firm will actively acquire both of technical knowledge and market knowledge. Especially stores pay attention to the views of frontline staff and customer feedback.
Finally, this study draws some recommendations for both practitioners and follow-up researchers.
誌謝...II
摘要...III
目次...V
表目錄...VIII
圖目錄...IX
第壹章 緒論...1
第一節 研究背景與動機...1
第二節 研究目的與問題...2
第三節 論文架構...3
第貳章 文獻探討...4
第一節 有機特性...4
壹、有機的定義...4
貳、台灣有機農業發展...6
參、有機產業與有機產品...10
肆、有機通路特性...11
伍、小結...15
第二節 組織特性...16
壹、組織結構...16
貳、組織目標...18
參、組織創業家精神導向...19
肆、小結...20
第三節 外部連結與知識取得...21
壹、外部連結...21
貳、知識取得...26
參、小結...31
第四節 服務創新...32
壹、服務...32
貳、服務創新...33
第五節 本章文獻小結...39
第参章 研究方法...40
第一節 研究架構...40
第二節 研究變項說明...41
壹、有機產品認知...41
貳、組織特性...41
參、外部連結與知識取得...42
肆、服務創新構面...45
第三節 研究設計與資料搜集...46
壹、研究方法...46
貳、研究對象...47
參、資料蒐集方式...48
第四節 研究限制...48
第肆章 個案研究...49
第一節、柑仔店...49
壹、有機產品認知...51
貳、組織特性...52
參、外部連結與知識取得...55
肆、服務創新...57
第二節、綠活小舖...62
壹、有機產品認知...65
貳、組織特性...66
參、外部連結與知識取得...67
肆、服務創新...69
第三節、小葵有機...73
壹、有機產品認知...75
貳、組織特性...76
參、外部連結與知識取得...77
肆、服務創新...79
第四節、個案彙整...83
第伍章 命題與討論...88
第陸章、研究結論與建議...97
第一節、研究結論...97
第二節、實務上的建議...98
第三節、後續研究建議...99
參考文獻...101
附錄一：訪談大綱...107 |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
102364127 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102364127 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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