近期，服務設計在台灣成為一個熱門的話題，越來越多的企業開始重視以人 為本的設計和創新。跳脫傳統的產品設計，服務設計除了需要工具和方法之外， 也必須考慮其相關利害關係者之間的互動。
然而，服務設計和市場接受度之間存在一個很大的差距，在本研究中，我們 使用健康照護的場域：芝山生活家(HLSE)，來實作呈現利用代理人模擬的方式 驗證服務設計的方法。我們相信，這個嶄新的模式可以於服務在市場推出之前進 行有效地驗證，讓服務設計能和市場真正的接軌。
本研究再進行完服務設計之後，我們為新的服務「Let’s go fitness walking」 設計 24 個設定，利用多重代理人模擬的方式來評估每個設定的在未來的財務結 果。在研究的成果顯示出，此方式不僅能降低醫療資源的使用，減緩中央健保局 財政的負擔，並且能增加病患對於欒樹醫療群(CHG)的忠誠度和論人計酬的收入。

Table of Content
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Objective 3
Chapter 2 Literature Review 4
2.1 Payment Scheme of Health Insurance 4
2.2 Value Co-creation of Medical Service 7
2.3 Service Design 8
2.4 Multi-agent System 12
Chapter 3 Methodology 14
3.1 Innovative Methodology: Service Design with Simulation 14
3.2 Practice Case 15
3.2.1 Case background 15
3.2.2 Service design for Zhishan-HLSE 16
Chapter 4 Simulation and experiment design 22
4.1 Simulation 22
4.1.1 Simulation of healthcare service model 22
4.1.2 Simulation of new service 25
4.2 Experiment Design 28
Chapter 5 Experimental results and discussion 31
5.1 Experimental results on total medical points 32
5.2 Experimental results on capitation return 34
5.3 Experimental results on FFS return 35
5.4 Discussion 37
Chapter 6 Conclusion 39
6.1 Conclusion 39
6.2 Limitation and Further Direction 40
References 41
Appendix…………………………………………………………………………..44

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