科技進步使人類生活不斷改善，產業的發展逐漸轉變，服務業的崛起已成為世界趨勢。在資訊科技的推動下，服務業除了關注人與人的互動與商業的交換之外，科技漸漸成為另一個重要因素，服務產業的核心轉為由科技、人、及商業流程所組成，新的科學理論─「服務科學」應運而生。服務科學的目的在整合各領域之知識以促進服務創新。另一方面，服務產業的重要成員─數位內容產業正迅速發展，在數位內容創作領域中，消費者與生產者角色逐漸模糊，成為協同互利的夥伴，這樣的轉變衍生許多新的問題有待解決，包括夥伴關係如何建立與平台機制的發展等。因此，透過服務科學解決數位內容產業的問題，當是一項值得採用之方法。本研究透過服務科學的三個面向─服務組成、服務流程、以及服務價值作為研究的背景架構，並採用結合語意網路、模糊規則、基因演算法所組成之語意式模糊基因演算法作為數位內容問題的解決方案，在電子市集的環境推動下，以協同式夥伴配對的方式，達到使用者的創作利益。系統共分三大服務組成：本體發展模組、語意式模糊基因演算夥伴配對模組、以及協同價值評價模組，以語意定義創作問題與產品的概念，並透過基因演算法改善模糊規則，釐清概念間的關係，最後透過市場機制完成配對達成雙方利益。本系統之預期貢獻分為：(1)利用服務科學改善數位內容問題。(2)為服務科學方法之應用提供發展方向。

The economies of the world have been shifting labor from agriculture and manufacturing into services. In the emergent concept of service science, competition will center on value co-creation experiences with information technology and service innovation refers to invented service system designs yielding values to real service problems. This paper presents a novel service system design for the digital content industry. This service design is unfolded with a marketplace featuring producers/consumers collaboratively co-creating digital contents and a self-regulating mechanism enabled by a semantic-based fuzzy genetic approach. In the marketplace, the roles of consumers and producers blur, and they are partners who collaborate to attain mutual benefits. The service system encompasses three service components (ontology developer, S-FGA partnership matcher and co-created value appraiser) that altogether work to empower producers/consumers who can effectively co-create their digital contents in a novel collaborative way. In addition to presenting a solution to digital content creation, this paper also showcases a new methodology for service innovation referred in service science.

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