商業模式從1995年至今，仍被多數學者研究。然而，現今的商業模式元件過於複雜，並只著重於設計，沒有考量創新，很少企業了解如何設計、產生、評估及創造具有利潤的商業模式。因此，本研究嘗試提出商業模式產生器，包含四個元件：價值主張、市場開發、通路設計及獲利模式。本研究參酌文獻以及應用個案來定義每項元件的構成要素。例如：價值主張四種要素(功能、服務、體驗、轉型)，市場開發三種要素(過度滿足市場、未滿足市場、藍海市場)，通路設計三種要素(價值鏈、價值店、價值網)，以及獲利模式三種要素(使用者付費、企業付費、第三方付費)。模式可以組合、蓄意或隨機方式產生企業可行的商業模式，四個元件分別有不同的構成要素。並依據執行步驟，建構出商業模式的架構。本研究期望簡化商業模式元件，開發出具完整性、創新性、系統性並適合任何產業的商業模式。最後，以長庚養生文化村為個案，示範執行商業模式產生器。

While lots of business model had been research for many researchers since 1995. However, nowadays components of business model are too complicated, and most of all are used for design, but not innovation. There are many companies don’t know how to design, evaluate, and create a profitable business model. This research tries to propose a business model generator including four components: value proposition, market development, process design, and revenue model. We identify several patterns for each component based on literature reviews and application cases. For instance, there are 4 patterns in value proposition (function, service, experience, and transformation), 3 patterns in market development (over-satisfied market, under-satisfied market, and blue ocean market), 3 patterns in process design (chain, shop, and network platform), and 3 patterns in revenue model (service or products paid by users, paid by third parties, and paid by merchants). The model can generate some possible business models by combining, intentionally or randomly, different patterns in the four components respectively. Finally, this research use Chang Gung health and culture village as a case, to demonstrate how to execute business model generator.

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