長久以來，群眾力量為世界帶來巨大的改變。近年來，鑑於網路2.0技術發展成熟，產業與市場的疆界逐漸被消弭。企業因而能以新型態的方式（往往與網路科技相關），更有效益地取得外部資源—尤其是面對商業環境資源或是內部資源匱乏的中小型企業。

在所有外部資源之中，知識資源最被學者所關注。已有許多理論（如：動態能力觀點、知識基礎理論、開放性創新理論等）顯示，外部資訊、知識與智慧的汲取與應用對企業的競爭優勢創造高度相關。由於透過傳統管道（策略聯盟、併購、業務關係）取得的知識資源具有相當挑戰與風險，透過群眾管道汲取相關知識資源成為新的策略契機。本文主要專注於群眾外包模式策略應用的層面，試圖納入市場／產品導向的策略觀點，重新詮釋此種汲取模式為一種群眾智慧汲取類型的群眾外包模式，並提出符合定義的新商業模式—「顧客社群外包模式」。

本研究個案企業為雲端辦公室軟體公司 一等一科技，而研究對象主要為本其核心產品之客戶關係維護平台—UOF共創平台。本研究的前段部分主要進行研究回顧與基礎理論模型建構，後段部分則進行質性研究與理論驗證討論，研究流程也涉及一場針對個案企業UOF共創平台的深度訪談，受訪者為個案企業之時任總經理。

本研究試圖在多元理論觀點（包含資源、知識與群眾相關理論）的綜合濾鏡下，重新詮釋群眾智慧與群眾外包的意義。在探討群眾外包模式應用與競爭優勢建構之關聯性時，本文援引市場導向（Market orientation, MO）與產品導向（Product orientation, PO）觀點，藉由多家成功個案歸納出九項群眾外包模式研究的關鍵分析變數，加以說明雙導向策略邏輯與競爭優勢建構的關聯性，最後再以個案（一等一科技股份有限公司之UOF共創平台）加以驗證說明，並提出管理意涵與可能的研究限制。

本研究指出，一等一科技成功的群眾外包模式並非只是擁有完善的營運機制設計（參與者篩選、品質控管、誘因設計等），他們也兼顧了兩種導向的策略邏輯之整合應用，才能在短期內快速成功，且持續維持競爭優勢。而兩種策略邏輯導向的順利整合，則仰賴企業動態能力（Dynamic Capability）的培養與豐厚群眾資本（Crowd Capital）的累積。

For a long time, the power of crowd had shifted the world. Nowadays, due to the rise of the Web 2.0 technologies, the boundaries between the industry and the market gradually disappear. Now, enterprises are capable to attach (mostly with help of IT) outer resources in more economic-efficiently terms– especially to those SMEs, who are lack of inner-resources, or facing a lacking-resource business environment.

Among the “outer resources”, knowledge-type of resources gain the most attentions from the academics. There have been plenty of theories (such as, Dynamic Capability Perspective, Knowledge-based Theory, Open-innovation Theories, etc.) indicate that, to absorb and apply outer-information, -knowledges and -intelligences is highly relevant and important to the creation of competence advantage. Because there pertain challenges and risks when doing so in the convention ways (such as, R&D Alliancing, M&A, informal business relationships), sourcing knowledge-related resources from the crowd light up a new strategy path. I re-interpret this kind of sourcing pattern as a crowd-wisdom-sourcing-type of crowdsourcing, and newly name it as “Customer Community Outsourcing Pattern (CCOP)”, under the research results.

However, most crowdsourcing-related research tend to focus on analyzing the typologies, model-buildings and internal structure designing, also, when it comes to the discussion of short-term and sustainable competence advantages, they generally put too many focuses on the research of the market and the customer demands, and instead, neglect the inside-out strategic perspective. So, this research mainly focuses on the apply strategy, and intends to bring in consideration of the product-orientation (PO) strategy perspective.

The early section of this research mainly focuses on reviewing literatures and building fundamental theory models, and the later section would be conducting a qualitative analysis and further discussions to the verifying results. The qualitive research targets an online office software corporation, named E-EXCELLENCE Inc., and the main research focus is on its online client-relationship-maintain platform, the UOF Co-creation Platform. Reasonably, I also held a depth interview with the CEO from the case study corporation.

This paper intends to put on lens of multiple theories and perspectives (including, resource-, knowledge-, crowd-related theories), for the re-interpterion wisdom of crowd (WOC) and crowdsourcing patterns and exhibits adjustments and clarifications on some related definitions. Next, while discussing the relation between the application of crowdsourcing patterns and the creation of competence advantages, it introduces the perspectives of market orientation (MO) and product orientation (PO) strategic logic, to explain how enterprises create short- and long-term competence advantages by crowdsourcing under different strategic logics. Then, this paper indicated 9 critical analysis variables from crowdsourcing research, while analyzing and inducing successful cases, and explained the relation between the duo-orientated strategic logic and the creations of competence advantage, and finally, verified the assumptions by the case study (the UOF Co-creation Platform from E-EXCELLENCE Inc.), and offered management applications and potential research restricts.

This paper indicates that the success of the UOF Co-creation Platform’s crowdsourcing isn’t only creditable toward the completeness of operation system designs (including, worker selection, quality control, induction design, etc.), E-EXCELLENCE Inc. also manages to balance and integrate the application of the two oriented strategic logics, so do they grow fast in short-terms and able to continue their competitive advantage, and, the premise of performing that extend of integration of the two oriented strategic logics, relies on the cultivation of the Dynamic Capability and the accumulation of the crowd capital.

論文審定書 i
誌謝 ii
中文摘要 iv
英文摘要 vi
主目錄 ix
圖目錄 xi
表目錄 xi
專有名詞中英對照表 xii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究架構 6
第五節 研究對象 7
第六節 研究範疇 8
第貳章 文獻回顧 10
第一節 群眾智慧 10
第二節 市場與群眾 13
第三節 汲取外部知識 26
第四節 群眾外包 31
第五節 群眾外包模式建構 35
第六節 群眾外包模式與競爭優勢 43
第參章 研究方法 51
第一節 研究設計 51
第二節 研究流程 53
第肆章 理論基礎與個案介紹 55
第一節 群眾外包與群眾智慧汲取 55
第二節 群眾特性 57
第三節 群眾與顧客社群外包模式 72
第四節 分析變數與策略導向 81
第五節 一等一科技股份有限公司 84
第伍章 個案研究 88
第一節 一等一科技UOF共創平台簡介 88
第二節 顧客社群外包模式關鍵變數分析 91
第三節 群眾資本累積 100
第四節 以UOF共創平台創造競爭優勢 108
第五節 後續討論 113
第陸章 結論 116
第一節 結論 116
第二節 研究發現 119
第三節 管理意涵 120
第三節 研究方向建議 123
參考文獻 125
附錄 140
附錄一 成功群眾外包模式簡介 140
附錄二 成功群眾外包模式變數分析 142
附錄三 一等一科技股份有限公司質性訪談資訊 143
附錄四 質性訪談紀錄 144
附錄五 軟體共享平台簡介 151

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