面對競爭環境的改變，許多專司代工的企業紛紛轉型成專業服務業，期望能
及時達成客戶需求，及提升附加價值。然而大部分企業在服務發展上，仍未有嚴
謹且有效率的方法來進行服務研發及服務供給。因此，由IBM 所提出的服務科
學，重新定義服務的發展及定位。透過合理的方法與工具，讓企業在服務的創新、
發展與管理上有程序及科學的進行。
本研究目的在提出一個有程序的服務開發流程。透過將服務營運模式系統
化，協助設計團隊進行流程、功能及資源規劃。此平台目的使設計團隊： (1) 利
用營運模式分析定義服務的價值定位、顧客、支援流程以及財務四構面;(2) 遵循
服務價值定位以設計因應的核心服務流程;(3) 整合多層流程架構來描述新服務
系統的目標與流程物件的關係。 最後透過雲端運算服務驗證此分析架構。

To compete in dynamic environment, time to market and value-added are the
main issues in business. However, nowadays firms could not have exact and effective
progress to do service innovation. Service design system, which redefine the progress
of service development and position in enterprises via research of IBM. Through right
approach and tools, the innovation, development and management of new service in
enterprises can work more scientific and sequential.
In this study, we object to propose a methodical developing progress to assist
service design team to develop new service via a viewpoint of system. The aim of this
model is to permit design teams who: (1) use business model ontology to define four
pillars of their business such as value proposition, customer, infrastructure and
finance; (2) use service reference model to design the core functions of each
subsystems; (3) combine multilevel flow modeling (MFM) to describe the mean-end
and whole-part of the new service system. And case study on cloud-computing
service.

References
Alam, I., Perry, C. (2000). New Service Development Process in Australian Financial
Service Industries. ANZMAC 2000 Visionary Marketing for the 21st Century:
Facing the Challenge.
Allee, V. (2000). Reconfiguring the Value Network. Journal of Business Strategy,
21(4), pp. 36-39.
Anderson, E., G. Day, et al. (1997). Strategic Channel Design. Sloan Management
Review.
Anderson, J. and Narus, J. (1995). Capturing the Value of Supplementary Services.
Harvard Business Review.
Anderson, J. and Narus J. (1998). Business Marketing: Understand What Customers
Value. Harvard Business Review.
Bagchi, S. and Tulskie, B. (2000). e-business Models: Integrating Learning from
Strategy Development Experiences and Empirical Research. 20th Annual
International Conference of the Strategic Management Society, Vancouver.
Bayer, J., Eisenbarth, M., Lehner, T. & Petersen, K. (2008). Service Engineering
Methodology. Semantic Service Provisioning , 8, pp. 185-201.
Berry, L.L. and Hensal, S. (1973). Why do some new bank products fail?. Banker’s
Monthly, 40, pp. 26-30.
Bouwman, H., and E., Fielt. (2008). Service Innovation and Business Models. Mobile
Service Innovation and Business Models, 1, pp. 9-30.
Bowers, M.R. (1989). Developing new services: improving the process makes it better.
Journal of Services Marketing, 3(1), pp. 15-20.
Bullingeri, H.J.., Fahnrih, K.P., & Meiren, T. (2003). Service engineering – methodical
development of new service products. International Journal of Production
Economics , 85 (3), pp. 275-287.
96
Choi, Y., Kim, K., & Kim, C. (2005). A design chain collaboration framework using
reference models. The International Journal of Advanced Manufacturing
Technology , 26 (1-2), pp. 183-190.
Cooper, R.G., Easingwood, C.J., Edgett, S., Kleinschmidt, E.J., Storey, C. (1994). What
distinguishes top performing new products in financial services. Journal of
Product Innovation Management 11, pp. 281–299.
de Brentani, U. and Cooper, R.G. (1992). Developing successful new financial services
for businesses. Industrial Marketing Management, 21(3), pp. 231-42.
Demirkan, H., Goul, M. (2008). Process and Services Fusion Impact Assessment:
SSME Findings from Industry Collaboration and the Need for Competency
Centers. Service Science, Management and Engineering Education for the 21st
Century , 3, pp. 257-262.
Edvardsson, B., and Olsson, J., (1996) Key concepts for new service development. The
Service Industries Journal, 16(2), pp. 140–164.
Fahnrich, K-.P., Meiren, T. (2006). Service Engineering: State of the Art and Future
Trends, Spath, D., Advances in Service Innovations, Berlin.
Glushko, J., Robert, Lindsay T. (2009). Designing service system by bridging the
─frint stage∥ and ─back stage∥. Information System E-Business Management , 7,
pp. 407-427.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the
missing link in service design research? Journal of Operations Management,
20(2), pp. 121–134.
Gordijn, J., H., Akkermans, & V., Hans van. (2000). Business Modelling is not
Process Modelling. Conceptual Modeling for E-Business and the Web, Stephen W.
Liddle and Heinrich C. Mayr, eds., Springer Verlag, Berlin, pp. 40–51.
Grant, A. and Schlesinger, L. (1995). Realize Your Customers'' Full Profit Potential.
97
Harvard Business Review, pp. 59-72.
Grove, S.J., Fisk, R.P., (1991). The dramaturgy of services exchange: an analytical
framework for services marketing. in Lovelock, C. (Eds),Services Marketing,
Prentice-Hall, New York, NY, pp. 59-68.
Gustafsson, A., D. Johnson, M. (2003). Competing in a Service Economy, University
of Michigan Business School, Management Series.
Hagel III, J. and Singer, M. (2000). Unbundling the Corporation. McKinsey
Quarterly(3), pp.148-161.
Hawkins, R. (2001). The ─Business Model∥ as a Research Problem in Electronic
Commerce. STAR (Socio-economic Trends Assessment for the digital Revolution)
IST Project, Issue Report No. 4, July 2001, SPRU – Science and Technology
Policy Research.
Hu, Xiaohua (2005). A Data Mining Approach for Retailing Bank Customer Attrition
Analysis. Applied Intelligence, 22(1), pp. 47-60.
IBM (2007). Succeeding through Service Innovation： a service perspective for
education, research, business and government. White paper.
Johne, A. and Storey, C. (1998). New service development: a review of the literature
and annotated bibliography. European Journal of Marketing, 32(3/4), pp.
184-251.
Johnson, S.P., Menor, L.J., Roth, A.V., Chase, R.B. (2000). A critical evaluation of the
new service development process: integrating service innovation and service
design. In: Fitzsimmons, J., Fitzsimmons, M. (Eds.), New Service Development.
Sage, Thousand Oaks, CA, pp. 1–32.
Kambil, A., A. Ginsberg, et al. (1997). Re-thinking Value Propositions, New York,
NYU Center for Research on Information Systems
Kaplan, R.S. and D.P. Norton (1999). The balance scorecard-measure that drive
98
performance. Harvard Business Review, 70(1).
Larsson, J. E. (1996). Diagnosis Based on Explicit Means-End Models. Artificial
Intelligence , 80(1), pp. 29-93.
Lind, M. (1990). Representing Goals and Functions of Complex Systems—An
Introduction to Multilevel Flow Modeling. Technical report, Institute of
Automatic Control Systems, Technical University of Denmark, 90–D–38.
Lind, M. (1994). Modeling Goals and Functions of Complex Industrial Plant. Applied
Artificial Intelligence , 8(2), pp. 259-283.
Lind, M. (1999). Plant Modeling for Human Supervisory Control. Transactions of the
Institute of Measurement and Control , 21(4/5), pp. 171-180.
Linder, J.C. and Cantrell, S. (2000). Changing Business Models: Surveying the
Landscape. Institute for Strategic Change, Accenture..
Maglio, P. P., S. Srinivasan, J. T. Kreulen, J. Spohrer. 2006. Service systems, service
scientists, SSME, and innovation. Communications of the ACM, 49(7), PP. 81-85.
Magretta, J. (2002). ─Why Business model Matter∥. Harvard Business Review , 80(5),
pp. 86-92.
Malone, T. and Crowston, K. (1999). Tools for Inventing Organizations: Toward a
Handbook of Organizational Processes. Management Science, 45(3), pp. 425-443.
Markides, C. (1999). ─All the Right Moves∥. Boston, Harvard Business School Press.
Menor, L. J., Mohan, V. T., & Sampson, S. E. (2002). New service development: areas
for exploitation and exploration. Journal of Operations Management, 20(2), pp.
135–157.
Mohan, K., Ramesh B. (2002). Managing Variability with Traceability in Product and
Service Families. The 35th Hawaii International Conference on System Science.
Motahari-Nezhad, H., Stephenson, B., & Singhal, S. (2009). Outsourcing Business to
Cloud Computing Services: Opportunities and Challenges. LABs of HP.
99
Osterwalder A., and Pigneur Y. (2002). An eBusiness Model Ontology for Modeling
eBusiness. In the Proceedings of the 15th Bled Electronic Commerce
Conference – eReality: Constructing the eEconomy, Bled, Slovenia, June 17 –
19, , 2002, pp. 75-91.
Osterwalder A., and Pigneur, Y. (2003). Modeling Value Propositions in e-Business.
Fifth International Conference on Electronic Commerce (ICEC), Pittsburgh,
USA.
Osterwalder A., and Pigneur, Y. (2003). Modelling Customer Relationships in
e-Business. 16th Bled eCommerce Conference, Bled, Slovenia.
Osterwalder A. (2004). The Business Model Ontology - a proposition in a design
science approach. Ph.D. thesis , In Institut d''Informatique et Organisation,
University of Lausanne, Ecole des Hautes Etudes Commerciales HEC, Lausanne,
Switzerland.
Paulson, L. D. (2006). Services science: a new field for today‘s economy. C omputer,
IEEE Computer Society, Aug, pp. 18-21.
Petersen, J. (2000). Causal Reasoning Based on MFM. Proceedings Conference on
Cognitive Systems Engineering in Process Control (CSEPC). Taejon, Korea. Nov.
22-25
Petrovic O., Kittl, C. Teksten, R.D. (2001). Developing Business Models for
eBusiness. In the Proceedings of the International Conference on Electronic
Commerce 2001, Vienna, Austria, October 31 – November 4.
Pitt, L., P. Berthon, et al. (1999). Changing Channels: The Impact of the Internet on
Distribution Strategy. Business Horizons.
Rappa, M. (2001). Managing the digital enterprise - Business models on the Web.
North C Carolina State University http://ecommerce.ncsu.edu/business_models.html
Stabell, C. B. and O. D. Fjeldstad (1998). Configuring value for competitive
100
advantage: on chains, shops, and networks. Strategic Management Journal, 19,
pp. 413-437.
Sim, S.K., Duffy, A.H.B., (2003). Towards an ontology of generic engineering design
activities. Research in Engineering Design, 14(4), pp. 200-223.
Tien, J., Berg, D. (2003). A case for service system engineering. Journal of System
Science and System Engineering, 12(1), pp. 13-38.
Timmers, P. (1998). Business Models for Electronic Markets. Journal on Electronic
Markets, 8(2), pp. 3-8.
Torney, M., Kuntzky, K., Herrmann, C. (2009). Service Development and
Implementation - A Review of the State of the Art. CIRP IPS2 Conference 2009,
April, pp. 24.
Weill, P., Vitale, M.R. (2001). Place to Space: Migrating to eBusiness Models.
Harvard Business School Press, Boston.
Wyner, G. (1995). Researching Channels. Marketing Research, 7(3), pp. 42-44.
Yang, M., Li. J. F., Peng, M. J., Yan, S. Y. and Zhang, Z. J. (2006). A Hybrid
Approach for Fault Diagnosis based on Multilevel Flow Models and Artificial
Neural Network. CIMCA-IAWTIC.
Zhang, L., Jiao, J. and Pokharel S. (2006). Process Platform and Production
Configuration for Integrated Manufacturing and Service. IEEE International
Conference on Industrial Informatics
Zheng, L.Y., Dong, H.F., Vichare, P., Nassehi, A., Newman, S.T. (2008). Systematic
modeling and reusing of process knowledge for rapid process configuration.
Robotics and Computer-Integrated Manufacturing , 24, pp. 763-772.