創新分類提供了一個全面的方式來組織和了解的企業和部門創新型態的多樣性。然而，雖然目前國內外文獻對於服務創新的研究已漸有累積，但針對國內服務產業所進行的創新活動的探討、歸納卻付諸闕如。因此，本研究主要探討我國各上市、上櫃的服務產業之創新樣態。
服務創新型態非常多元。然而，透過文獻的探討，本研究對服務創新的分類以經濟合作暨發展組織(OECD)為基礎，在服務創新的活動當中，則另外添加其他學者的觀點，以建置出一個較完整的服務創新架構，並利用此一架構，進行接續的研究。
本研究的樣本是304家台灣上市、上櫃公司在2011~2013年的年報，並透過內容分析法，去閱讀且記錄各公司在各個年度在產品創新、流程創新、行銷創新與組織創新的活動以及次數，最後利用描述性統計及長條圖，來呈現出台灣總體服務產業的創新樣態以及個別產業的服務創新樣態，從中看出各服務產業的主要創新活動。
結果顯示總體服務產業以從事產品創新的企業最多，其後依序為流程創新、行銷創新與組織創新，而在個別服務產業中的創新樣態呈現非常多元。

Innovation taxonomy offers a comprehensive way to organize and understand the diversity of innovative patterns in firms and sectors. However, there are lots of prior studies focus on service industry, but little of them focus in Taiwan’s service industries
This study aims at developing a patterns of innovation in public service firms in Taiwan.
The types of service innovation are very diversity. Through reviewing the literatures, the classifications in service innovation of the study are base on OECD. Besides, in activities of service innovations, the study combing other scholar’s viewpoint to build a more integral concept in service innovation and use it to do research.
The samples of the study are 304 public firms in service industries in Taiwan. By using content analysis to read their annual reports during 2011 to 2013, the study records the activities in product innovation, process innovation, marketing innovation and organizational innovation in each firms and times every year. Finally, by using descriptive statistics and Bar chart to illustrate the patterns of innovation in service industries in Taiwan and show the main innovation activities in each service industry.
The results shows that the overall service industry with the most innovative activity in the product, followed in order, is process innovation, marketing innovation and organizational innovation, and the patterns in individual service industries appears diversity.

目錄
中文摘要 i
ABSTRACT ii
致謝辭 iii
目錄 iv
圖目錄 vi
表目錄 viii
第一章 序論 9
1.1研究背景及動機 9
1.2研究目的 11
1.3研究流程 11
第二章 文獻回顧 13
2.1服務 13
2.2創新 15
2.3服務創新 18
2.4服務創新的分類 20
2.4.1產品創新 21
2.4.2流程創新 22
2.4.3行銷創新 23
2.4.4組織創新 25
第三章 研究方法 28
3.1內容分析法 28
3.2服務產業分類 29
3.3研究樣本 33
3.4關鍵字 35
3.5編碼 36
3.6資料分析 37
第四章 研究結果 39
4.1總體服務業創新樣態 39
4.2個別產業服務創新樣態 43
4.2.1商業服務業 43
4.2.2通訊服務業 46
4.2.3觀光及服務旅遊服務業 50
4.2.4金融服務業 54
4.2.5貿易百貨業 58
4.2.6娛樂、文化及運動服務業 62
4.2.7健康與社會服務業 66
4.2.8營造及相關工程服務業 70
4.2.9運輸服務業 74
4.2.10其他服務業 78
4.2.11小節 82
4.3創新型態與績效的關係 86
第五章 研究結論與限制 90
5.1研究結論 90
5.2研究限制 92
5.3未來研究 93
第六章 參考文獻 95
附錄一、關鍵字與其同義詞字對照表 99

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