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Author: 陳惠豐
Hui-Feng Chen
Thesis Title: 台北101大樓停車場服務創新研究
The Case Study of Service Innovation in Taipei 101 Building Parking Lot
Advisor: 鄭仁偉
Jen-Wei Cheng
Committee: 鄭仁偉
Jen-Wei Cheng
陳俊男
Chun-Nan Chen
紀佳芬
Chia-Fen Chi
Degree: 碩士
Master
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 中文
Pages: 60
Keywords (in Chinese): 資源基礎理論創新服務管理危機管理顧客關係管理智能停車
Keywords (in other languages): Resource-Based Theory, Innovative Service Management, Crisis Management, Customer Relationship Management, Intelligent Parking
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本論文的個案公司為台北101,曾擁有多項世界第一的頭銜,於全球具有極高的知名度。尤其是每年的跨年煙火活動,讓台灣在全球媒體同步露出,增加台灣在國際舞台的能見度。
停車場為台北101的重要服務設施,在超高大樓的光環下,享有多項地標帶來的豐沛資源。風光營運10年後,隨著停車場設備的老舊、顧客的抱怨、周邊新建百貨公司陸續開幕其停車場相對新穎等,這些不利因素造成台北101停車場逐漸喪失其競爭力。在前述背景因素下,本個案即是分別依照資源基礎理論、服務創新、危機管理與顧客關係管理等議題,來進行個案劇情撰寫。
本論文以哈佛式個案撰寫,包括個案故事與教學指引手冊兩部分。透過老師引導個案討論,學生們將可學習個案本身資源特性與持久競爭優勢間的關係為何?創新服務專案如何改善停車場營運效能?如何啟動危機管理機制來強化停車場的安全防護?及如何執行顧客關係管理專案?期望本個案論文可提供給企業界高階管理者的經營參考。


The case company of this thesis is Taipei 101, which has held many of the world's first titles and has a high visibility in the world. Especially the annual New Year's fireworks event has exposed Taiwan in the global media simultaneously, increasing Taiwan's visibility on the international stage.
The parking lot is an important service facility of Taipei 101. It has enjoyed abundant resources under the halo of the super tall building landmark. After 10 years of operation, with the outdated parking facilities, customer complaints, and the new parking lots of the newly opened department stores in the surrounding area, etc. These unfavorable factors have caused Taipei 101 parking lot to gradually lose its competitiveness. In the context of the foregoing factors, this case is based on the topics of resource-based theory, service innovation, crisis management and customer relationship management to write the case scenario.
This thesis is presented in the HBS case method. The content includes two parts: case story and instruction manual. The case study is under the guidance of the teacher, the students will learn what is the relationship between the resource characteristics of the case itself and the sustainable competitive advantage? how to improve parking lot efficiency by the service innovation project? how to initiate the crisis management mechanism to strengthen the security of the parking lot? and how to implement a CRM project? It is expected that this case study would provide the insights for senior management in the business community.

目錄 中文摘要 I ABSTRACT II 目錄 III 圖目錄 V 表目錄 VI 壹、個案本文 1 一、開場白 1 二、個案公司背景與概況 2 三、個案公司停車場所遭遇的管理難題 7 四、導入智能停車管理系統降低經營管理的風險 12 五、停車場服務品質攸關顧客關係管理 17 六、問題討論 18 貳、教師教學指引手冊 19 一、個案總覽 19 二、個案人物背景 21 三、學生課前準備 21 四、討論問題 23 五、個案分析 23 課程目標一:資源基礎理論之探討 24 課程目標二:服務創新管理之探討 29 課程目標三:危機管理之探討 34 課程目標四:顧客關係管理之探討 37 六、課程結論 41 七、教學建議 41 八、板書規劃 43 參、參考文獻 49 一、中文文獻 49 二、英文文獻 50 三、網站資源 52  

一、 中文文獻
1. 李佳純(2001)。以資源基礎理論探討持久競爭優勢形成之因素以「ePaper電子報聯盟」為例。傳播與管理研究,1(1):93-120。
2. 吳思華(1996)。策略九說:資源說。世界經理文摘,89。
3. 吳思華 (2000)。策略九說:策略思考的本質。台北:麥田,pp.128。
4. 吳偉文 (2009)。服務科學與服務創新策略。東亞論壇季刊,No.463,31-40。
5. 吳定、張潤書、陳德禹、賴維堯編著(1996)。《行政學(二)》,台北:國立 空中大學。
6. 何瓊瑛 (2017)。停車場智慧創新服務模式之研究–以三軍總醫院內湖院區「停車場」案為例。國立臺灣科技大學管理研究所碩士論文,台北市。
7. 邱志淳 (2002)。危機管理與應變機制(上)。研習論壇月刊,第19期。
8. 邱志淳 (2002)。危機管理與應變機制(下)。研習論壇月刊,第20期。
9. 洪秀雅(2017)。智慧停車場的服務創新設計。私立正修科技大學資訊管理研究所碩士論文,高雄市。
10. 孫本初(2001)。《公共管理》,台北:智勝。
11. 張俊榮(2001)。顧客關係管理參考模式之研究。國立臺北科技大學商業自動化與管理研究所碩士論文,台北市。
12. 陳德富(2017)。顧客關係管理:整合觀點與創新思維。台中:蒼海書局。

二、 英文文獻
1. Barney, J. B. (1991). “Firm Resource and Sustained Competitive Advantage,” Journal of Management,17(1), pp.99-120.
2. Collis, D. J. and Montgomery, C. A. (1995). “Competing on Resource Strategy in the 1990s,” Harvard Business review, 73, pp.118-128.
3. Conner, K. R. (1991). “A Historical Comparison of Resource-based Theory and Five Schools of Thought within Industrial Organization Economics: Do We Have a New Theory of the Firm?” Journal of Management, 17 (1), pp.121–154.
4. Coyne, K. P. (1986). “Sustainable. Competitive Advantage-What It Is, What It Isn’t,” Business Horizons, 29, pp.171-174.
5. Drucker, P. F. (1985). Innovation and Entrepreneurship: Practice and Principles, Butterworth-Heinemann Press.
6. Edith Penrose (1959). The Theory of the Growth of the Firm (4th ed.). Oxford University Press.
7. Grant, R. M. (1991). “The Resource-based Theory of Competitive Advantage: Implications for Strategy Formulation,” California Management Review,33(3), pp.114-135.
8. Hamel, G. and Prahalad, C. K. (1990) “The Core Competence of the Corporation,” Harvard Business Review, No. 5-6, pp. 79-91.
9. Ian Miles (2005). “Knowledge Intensive Business Services: Prospects and Policies Foresight: The Journal of Futures Studies,” Strategic Thinking and Policy, 7(6), pp. 39-63.
10. Jones, T. O., and Sasser, W. E. (1995). “Why Satisfied Customers Defect,” Harvard Business Review, 73, pp.94-102.
11. Lovelock, C. H. (1996). Services Marketing (3rd ed.), New Jersey: Prentice Hall.
12. Lerbinger, O. (1997). The Crisis Manager: Facing Risk and Responsibility, New Jersey: Lawrence Erlbaum Associates.
13. Marshall, G., Baker, J. and Finn, D. (1998). “Exploring Internal Customer Service Quality”, Journal of Business & Industrial Marketing, 13(4/5), pp. 381-392.
14. Schumpeter, J. A. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest and the Business Cycle, translated from the German by Redvers Opie, New Brunswick (U.S.A) and London (U.K.): Transaction Publishers.
15. Selznick, P. (1957). Leadership in Administration: A Sociological Interpretation, University of California Press.
16. Wernerfelt, B. (1984). “A Resource-based View of the Firm", Strategic Management Journal, 5(2), pp.171-80.

三、 網站資源
1. 板橋好停車 智慧導航 APP 啟動停車 2.0 時代
(https://www.youtube.com/watch?v=WccQMpyY0j4)
2. 每日頭條
(https://kknews.cc/car/b8elazn.html)。
3. 3S MARKET「全球智慧科技應用」市場資訊網
(http://3smarket-info.blogspot.com/)。
4. 維基百科
(http://zh.wikipedia.org/wiki/)。
5. MBA智庫

(http://www.mbalib.com)。

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