企業的產品或服務如果想要在市場上脫穎而出，需要有對顧客的獨特價值，找出對客戶的價值，才能擺脫價格競爭。在網路時代，資訊流通十分快速，企業創新的模式，極為容易被模仿，如何在找到公司獨特的價值定位後，能持續維持優勢，是每個企業都在思考的問題。
本研究透過結合藍海策略的價值曲線與商業模式的整合應用，來探討如何提升企業價值，並採用價值曲線與商業模式理論的整合性分析。價值曲線目的是找出顧客最在意的關鍵價值，而商業模式分析是企業的顧客價值主張與相關影響因素，進而讓企業能夠穩定獲利運作的方式，少有將其整合相關的理論加以運用。
本論文的研究方法採用個案分析法，選擇具有S IC設計公司的兩個事業單元進行分析，並進行訪談公司經營階層與主要客戶，了解公司商業模式的想法，以及描繪主要客戶對於個案公司價值曲線，並搭配企業相關次級資料進行資料收集，以分析關鍵價值與商業模式之間的連結。本研究結果呈現出企業的價值曲線是個動態的結果，價值曲線與商業模式的結合，有助於企業提供獨特的價值，發展商業模式來支持這些獨特價值，贏得客戶信賴，持續維持企業優勢。最後提供本研究的管理意涵。

Enterprises all hope that their products or services can provide unique values to customers and avoid price competition. They also want to deliver customer values to sustain long term benefits. The Value Curve, a tool introduced by Blue Ocean strategy, is used to examine the values that customers care most. However, the Blue Ocean strategy doesn’t explain how to maintain the leading position after finding these key values. The business model is used to describe the important factors in the operation of enterprises. But the business model doesn’t mention the problems what, when, and how consumer values are delivered. This study integrates the value curve and the business model to find out the potential applications.
The company in this case study is an IC Design, S company. Taiwan's IC design industry occupies a leading position in the world, but Taiwan's IC design companies are called “one generation of boxing champions”. It cannot maintain the leading position for a long time. The research interviews the management team and the important customers of S company and analyzes the relationship between the value curve and the business model.
In conclusion, the value curve can be integrated with the business model to improve the key values, gain customer trust, and sustain long-term competitive advantage. Some managerial implications are provided.

摘要 i
Abstract ii
誌謝辭 iii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 1
1.3 研究流程 1
第二章 文獻探討 2
2.1 價值曲線分析 3
2.2 商業模式分析 5
2.3 價值曲線與商業模式之間的關係 8
2.3.1 價值曲線與商業模式中價值主張的關係 8
2.3.2 價值曲線與商業模式中關鍵活動、關鍵資源、關鍵合作夥伴的關係 9
2.3.3 價值曲線與商業模式中目標客群、顧客關係、通路的關係 11
2.3.4 價值曲線與商業模式中成本結構及收益流的關係 13
2.4 研究架構 14
第三章 研究方法 16
3.1 個案研究法 16
3.2 個案選擇 16
3.3 資料收集 17
3.4 資料分析 17
第四章 個案分析 19
4.1 個案公司簡介 19
4.2 S公司價值曲線 23
4.2.1 BU1 價值曲線 23
4.2.2 BU2 價值曲線 30
4.3 S公司商業模式 33
4.3.1 BU1 商業模式 33
4.3.2 BU2 商業模式 35
4.4 價值曲線與商業模式的整合 38
4.4.1 BU1價值曲線與商業模式的整合應用 38
4.4.2 BU2價值曲線與商業模式的整合應用 41
4.5 S 公司的價值曲線與商業模式的整合 42
4.6 小結 43
第五章 結論與建議 45
5.1 結論 45
5.2建議 46
參考文獻 47

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