商業生態系統發展基礎之服務設計思考

Service design thinking as a foundation for business ecosystem development

本研究之目的是為發展「服務設計思考」的觀點，做為商業生態系統發展之思維架構。基於此，本研究試圖回答如下的研究問題：服務設計思考的本質為何？服務設計思考如何能夠促進生態系統的發展？本研究以服務主導邏輯來整合設計思考觀點，做為後續實務探究的概念性架構，同時採用質性研究方法裡的詮釋型個案來進行實證上的探究，並且選擇台灣電動車業者Gogoro（睿能創意）為中樞廠商所開展出的商業生態系統做為此研究之詮釋型案例。由於Gogoro電動機車生態系統經過多年發展，已經具有一定規模且持續穩定發展之中，因此適合作為本研究之探索性個案。本研究試圖從這商業生態系統中去解析服務設計思考概念下的相關元素與做法，進而提出理論與實務發展上的意涵。

The overarching purpose of this paper is to propose the concept of “service design thinking” that lays a theoretical foundation for developing business ecosystems. Accordingly, this paper attempts to tackle the following research questions: what is the nature of service design thinking? And, how does the service design thinking facilitate the development of a business ecosystem? To address these two questions, this research integrates the literature of design thinking with service-dominant logic (SDL) to build the theoretical framework for service design thinking. Drawing on a qualitative approach, the framework is then empirically interpreted and illustrated by a case study that depicts the development of an electric scooter ecosystem using Gogoro Inc. as the focal firm. The Gogoro ecosystem acts as a suitable case for this explorative research because it has steadily scaled its business after years of development and keeps running its ecosystem in a sustainable manner. This research dismantles the ways Gogoro has developed its ecosystem from the perspective of service design thinking, through which theoretical as well as managerial implications are elicited.