「優秀的企業滿足市場所需；傑出的企業創造新市場」。高績效企業不僅持續專
注在營收成長 S 曲線，同時也藉著管理這些隱藏的曲線，並且早在現有業務開始
走下坡之前，他們便著手展開改造的流程。服務業之發展乃反映出一個事實,市
場已由「供不應求」進入「供過於求」狀態。在此競爭劇烈情況下，人們不管從
事何種產業領域，都必須緊緊把握和追隨甚至預見市場需要之走向，予以滿足。

本研究探討服務業的創新與轉型, 文中闡述從有形產品零售的商品主導觀點，遷
移至以無形性、交易流程及關係為中心的服務主導觀點。隨著關係行銷、品質管
理、價值創造與供應鏈管理、資源管理、以及網路分析等發展，企業已經改變服
務行銷的觀念, 並促進對商品主導邏輯新的省思，在行銷的主導邏輯的概念裡,
它應該不再是「努力賣東西」在服務主導邏輯的思維裡，它對服務的定義是應用
特定才能(知識、技術)經由行動、流程及績效為他人或自身謀福利。

在服務科學的領域中,「服務」被視為一個服務系統與利害關係所構成的一個共
創體系。此「服務系統」是一個由人，科技，內部和外部服務功能所組成的價值
共創的體系，彼此間經由資訊分享達到服務價值的連結, 能藉由人，科技，及組
織之間彼此連繫作用, 創造價值鏈來提升生活品質。現代產業面臨全球化挑戰、
產品生命週期縮短、服務系統行動關係改變、社群網路興起、以及企業社會責任
等要求，在此情況下,服務業更必須重新思考營運管理方式，因此便利商店的角
色也將隨之改變, 以滿足競爭激烈的消費者市場。

本研究從檢視過去便利商店的演進、現代企業管理實務及服務科學理論，探討服
務業的便利商店如何轉型與創新及如何面對目前所面臨的競爭與挑戰。在此案例
研究中, 作者發現全家便利商店除了重視過去對有形資源管理(tangible
resources)外，同時也重視將非交易性的無形資源(intangible resources) 也納入競爭策略中，例如品牌、形象、顧客忠誠度、經濟永續性、環境永續性、社會永續性、社群網路、服務創新管理等。在面對產業環境劇烈變遷，全家便利商店也整合相關企業資源從線性的供應鏈關係，創新轉化成多維度的價值網絡, 也直接創造了營運績效及營收的成長。

高績效的企業在目前經營的業務開始停滯之前, 早已啟動新業務, 邁向成功之路,本論文作者認為對全家便利商店的服務創新轉型之研究，也是未來探究便利商店面對新零售時代的重要起點。

“Excellent business meeting the market needs; outstanding business creating the new market”. High-performance companies are not only focus on S-curve of revenue growth, but also through the management of these hidden curves.And as early as the existing business began to decline, they have already started to carry out the transformation process. The development of the service industry reflects the fact that the market has changed from the "in short supply" into "oversupply" situation. At this situation, under intense competition,people must firmly grasp and follow the needs of market trend, or even foresee
and to meet the market needs, no matter they are in what kind of industry field.

This study explores the innovation and transformation of the service industry. The essay describes from the commodity-oriented view of the tangible products retail migrating to the service-oriented view which centered on the intangible, the transaction process and the relationship. Along with the development of relationship marketing, quality management, value creation and supply chain management, resource management, and web analytics, enterprises have changed the concept of service marketing to promoting the new thinking of ommodity-oriented logic. In the concept of marketing dominant logic, it should no longer be "trying to sell something" 。In the thinking of service-oriented logic, it defines a service that applies specific talents (knowledge, technology) to profit for others or oneself through action,
process, and performance.

In the field of service science, “Service” is a kind of co-creating system, which is constituted between a service system and a elationship of the interest partners. This "service system" is a system of value created by people, technology, internal and external service functions, to the linking of service value by sharing information between each other. It works through the link between people, science and technology, and organizations, with the value created linking to enhance the quality of life. As modern industries are facing the challenges of globalization, the shortening products life cycle, the
relationship changing between service system actors, the rise of social
networks, as well as the requirement of corporate social esponsibility, under this situation, the service industry should have to rethink the strategy of operation and management. Therefore, the role of the convenience store will be changed to meet the highly competitive consumer market.

From the view of the evolution of convenience stores in the past, modern enterprise management practices and service science theory, this study explores the convenience store in the service industry how to make the transformation and innovation and how to face the competition and the challenges in the current. In this case study, the author found the strategic management of FamilyMart not only focus on the tangible resources in the past, but also on the non-transactional intangible resources which are also included in the competitive strategy, such as brand, image, customer loyalty, economic sustainability, environmental sustainability, society Sustainability, community network, service innovation management. In the face of dramatic changes in the ndustrial environment, FamilyMart integrates also the related business resources, from the linear supply chain relationship innovating into a kind of multi-dimensional value network, it also directly create operational
performance and revenue growth.

Prior to the current business starting stagnation, the high-performance
enterprise has made action to start up a new business towards the road to success. The author’s research on the service transformation and innovation of FamilyMart, it could be as the important starting point to explore the convenience stores facing the new retail era in the coming future.

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