摘要:
在当前微利商品时代中，企业纷纷转型迈向服务导向之获利模式，无不思索令消费者能长期采购服务应用，以增加再次购买机会促成营收稳定；欲达此目标，重视服务设计方法，从市场动态观察与企业经营问题出发，藉由智慧圈萃智，以科学分析方法，探索潜在有价值之服务，经过质化与量化交互并用实证需求，设计原则以面向市场以人为本落实服务机制，最后构思营销论述与拓展多元通路，并将服务商品推向市场之整体观，方能降低无谓创新风险，乃是提升竞争力之必要途径。本文提出「启发式服务设计框架」，一方面指引企业组织转型与培养员工创新能力，另一方面点出服务设计八大步骤及其相应思考构面，以系统性方法加速服务创新设计时程，并降低因议题发散与团队沟通不良所致之风险；同时归纳实证过程中所遭遇之挑战，提出相应改善建议观点供各界参考。
Abstract:
Facing in nowadays the meager profit commodity era, many firms seek the appropriate approach to apply the long-term accrual profit service model for their consumers in order to make revenue streams to be more promising. To reach this goal, taking the Service Design approach, let the firm aware of the market trend, inspect the potential business challenges within, and thus make their service products more competitive. The Service Design, to lower the risks of the dead-weight inno-vation, with the synergy of the members of the intelligence-circle, is to pinpoint the potential valua-ble services and their requirements based on the scientific facts established through the qualitative and the quantitative analysis. The ultimate goal of the Service Design is not just to develop a suc-cessful service product that is consumer-centered and toward their needs, but also to consider the marketing and sales channels at the same time. This paper presents the Heuristic Service Design Framework, through its clear defined, the eight-step systematic approach; it can guide the firm’s transformation and level up the staffs’ innovation ability; it also can help the innovation, lower down the risk of poor and mis-focused communication among the teams, speed up the innovation process, and eventually improve the quality of service product design. The recommendations for overcoming the obstacles and the challenges during the service design process from the observation of the empirical cases by this paper will also benefit both the practitioners and the academicians.