| Summary: | 碩士 === 淡江大學 === 企業管理學系 === 92 === In the 21st century, many business enterprises have to develop their own competitive advantages to survive in and to profit from the public. For many companies, competitive advantage is gained and maintained through innovation in the knowledge-base economy. Also, a successful innovation includes two components︰invention and commercialization. A successful innovation not only needs good ideas and thoughts, but most importantly, it needs to be converted into a product or service that satisfies customers’ desire/demand to in order to create value in the society and bring profit to the company.
Because innovation is vital for companies, many methods were proposed to help motivate people in creating good ideas. However, these methods often cannot help problem solvers find out the conflict points in their problems, so the problem solvers just solve their problems in a dilemma condition and cannot solve their problems completely. Thus, this research will find a systematic method to help solvers use inventive ways to solve the problems they face completely.
The research will introduce TRIZ methodology, an innovative method developed by Altshuller, a Russian engineer, to generate good ideas systematically. TRIZ methodology can help people bring out their creativity and also improve the designer’s thinking process. Through several decades of development and practices, TRIZ has already proven its effectiveness and efficiency in resolving technical problems. Due to the capability of TRIZ techniques, more and more TRIZ researchers have found the potentials of extending TRIZ applications to non-technical problems.
In this research, we will use one of the most popular tools, Contradiction Matrix, to explore the contradiction phenomena of service attributes in tourism industry, and provide some suggestions and solutions for travel agents to exert their creativity to resolve problems .
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