Value Propositions of Business Model Ontology from Customers' Perspectives

以消費者角度探討商業經營模式的本體論中之價值命題

10.29847/JNUU.201006.0005

何碧蘭(Pi-Lan Ho)；林志德(Chih-Te Lin)

商業經營模式 ； 價值命題 ； 顧客價值 ； e-service quality ； service quality ； antecedences

聯大學報

7卷1期（2010 / 06 / 01）

79 - 96

英文

傳統上顧客或多或少會在價值創造的過程中被排除，從價值命題上瞭解其組成元素，可幫助企業如何在競爭中提供更適當的價值給消費者。商業經營模式不只是企業所提供的價值命題更應從顧客角度深入探討其意義。本文的目的是以商業經營模式本體論中價值命題的概念應用在顧客價值、利益跟成本中，幫助企業衡量及監控資訊系統指標。Osterwalder Alexander (2004)提中價值命題的元素可提供給企業作為特定市場區隔下，產品／服務所代表的整體價值的概念，商業經營模式結合顧客分析的觀點是重要的，因為兩者可從策略角度來做整合分析。本文將提供連結商業經營模式與顧客觀點的概念性架構以供企業參考。

Traditionally the customer has been more or less excluded from the value creation process. Value proposition and decomposing them into their elementary offerings is a better understanding of the value a firm offers to its customers and to compare them to a competitor. A business model is not only value proposition provided by a corporate but also should look insights from customer perspectives. The purpose is to apply the value proposition concept of business model ontology into the relationship among value, benefit and cost that helps managers measure and monitor indicators of IS. Osterwalder Alexander (2004) proposed that the element of value proposition is an overall view of one of the firm's bundles of products and services that together represent value for a specific customer segment. The business model concept and related customers analysis both are important to be further analyzed because they can be integrated together from strategic perspectives. This study will provide a conceptual framework which link between business model ontology and customers prospective.

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