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    Title: 人物誌洞見:使用者行為如何激發新聞媒體的商業模式創新
    Insights from Persona: How User Behaviors Inspire Business Model Innovation in News Media
    Authors: 鄭家宜
    Cheng, Chia I
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    鄭家宜
    Cheng, Chia I
    Keywords: 新聞媒體創新
    商業模式創新
    人物誌
    使用者行為
    捷運報
    創新擴散
    News media innovation
    businesss model innovation
    persona
    user behavior
    Upaper
    innovation diffusion
    Date: 2014
    Issue Date: 2015-05-01 11:40:34 (UTC+8)
    Abstract: 企業越來越意識到使用者的重要性,知道產品設計必須以使用者為中心。但面對網路興起、讀者大量流失的報紙新聞媒體,該如何從使用者察覺出商業模式創新的機會,是當前文獻亟欲探索的主題。本論文因此提出兩大分析重點。第一,分析使用者的行為脈絡,由早期大眾的角色中找出使用者對資訊需求,理解創新擴散的關鍵。第二,透過使用者行為分析形成商業模式的各種可能性,了解如何能改變商業營運邏輯。本文以聯合報系旗下之《Upaper》捷運報做為個案,分析捷運族的移動行為與資訊需求,藉此鎖定十個新聞主題來分析使用者行為、資訊需求、設計洞見、設計方案等環環相扣的四個步驟。本研究歸納出三種人物誌:需要優先性資訊的懶人、喜愛連貫性資訊的達人、偏好比較性資訊的商人。這三種人物誌指引出三種可能的新商業模式:從新聞到情報、從廣告到商研、從紙媒到串媒。學理上,本研究提出使用者導向商業模式的形成過程及創新原則。實務上,新聞媒體組織可以理解分析使用者的微觀行為的步驟及策略。
    Enterprises are increasingly aware of the importance of users and know their product design must be user-centered. Now newspaper media is losing their readers due to the rising of Internet, so how to develop an innovative business model from users became one of hot topic of literature review. This thesis could be divided into two parts. Firstly, analyze the user behavior context in order to identify the information needs from the role of the early majority, and to realize the key point of innovation diffusion. Secondly, find the possibilities of business models through the user behavior analysis and learn how to change the business logic. In this paper, we use the United Daily News Group's "Upaper" as a case study of the mobile behavior and information needs of the commuters, thereby focusing the top ten news topics to analyze user behavior, information needs, design insights, design plan, these four steps which is closely connected and inseparable. This study identifies three Personas: lazy people who need priority information, Maven who like coherent information, businessman who prefer comparative information. These three personas point out three possible new business models: from news to intelligence, from advertising to business research, from newspaper media to the transmedia. Academically, this study presents the formation process and the innovative principles of the user-oriented business model. In practice, the media organization can understand the steps and strategies about how to analyze the user microscopic behavior.
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    101359012
    103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101359012
    Data Type: thesis
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

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