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    题名: 建立以用戶為核心之設計思考流程: 以中華電信MOD隨選電影為例
    Create a User-Centric Design Thinking Process: A Case of Multimedia on Demand Service in Chunghwa Telecom
    作者: 巫啓生
    Wu, Wudy
    贡献者: 苑守慈
    Yuan, Daphne
    巫啓生
    Wu, Wudy
    关键词: 設計思考
    服務主導邏輯
    MOD
    中華電信
    使用者深度訪問
    定性研究方法
    定量研究
    design thinking
    service-dominant logic
    MOD
    CHT
    user-depth interview
    Qualitative Research
    Quantitative Research
    日期: 2016
    上传时间: 2016-08-09 10:49:21 (UTC+8)
    摘要: CHT MOD (Chunghwa Telecom Multimedia On Demand) is a Taiwan-based consumer IPTV service, operated by Chunghwa Telecom. MOD customers can access linear televi-sion programs, video-on-demand and other services. It had over 161 broadcasting channels and over 12,000 hours of on-demand programs and served approximately 1.3 million cus-tomers. That includes 98 high definition (HD) channels and other HD video-on-demand programs, such as sports, movies and knowledge materials.
    In this thesis, we reconstruct the holistic design process by adopting design thinking pro-cess incorporate with Service-Dominant Logic (SDL) approach, toward to customer-centric business logic and provides clarity as to what needs to be understood about the customers side. In this re-innovation design thinking process, we identify the key process in com-municating with stakeholders such as customers and resource providers by inspiring for the circumstance of potential problems and opportunities and learn how to capture unexpected insights and produce innovations in which we participate in customers’ value formation. Through the some technical of inspiring and ideation process such as focus group and in-depth interview with users, we synthesize user (interests, needs…) and business (con-straints, strength…) perspectives and drive incremental service innovations practically in detailed design of Video-on-Demand (VOD) services. In summary, this methodology and reformulating design thinking process giving CHT to aim for a deep understanding of cus-tomers and totally transferred the service creation process from a technology-driven toward to a user-centric design-thinking driven process.
    參考文獻: 1 B2B International (2016). What is an in-depth interview
    2 Brown, T. (2008). Design thinking. Harvard business review, 86(6), 84.
    3 Country Overview-Taiwan (2011). @ casbaa.com
    4 Erickson, C. (2012). Research the Extremes of a User Community @ Atomic Object
    5 Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and impli-cations. Journal of Services Marketing, 29(6/7), 472-484.
    6 Khoshafian, S. (2007). Enabling the Service Oriented Enterprise. In The Business Trans-formation Conference, Washington.
    7 Koehler, T. (2011). Introducing S-D Logic and its 10 foundational premises @ tobi-askoehler.com
    8 Kwan, S. K. and Yuan, S. T. (2011). Customer-Driven Value Co-creation in Service Net-works, The Science of Service Systems, H. Demirkan et al. (eds.), Springer Sci-ence+Business Media, LLC.
    9 Morgan, D. L. (1997). Focus groups as qualitative research. Qualitative Research Methods Series, 16(2).
    10 Ordanini, A., & Parasuraman, A. (2010). Service innovation viewed through a ser-vice-dominant logic lens: a conceptual framework and empirical analysis. Journal of Ser-vice Research, 1094670510385332.　
    11 Rohrer, C. (2014). When to Use Which User-Experience Research Methods @ Nielsen Norman Group
    12 Usability.gov. System Usability Scale (2016)
    13 Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolu-tion. Journal of the Academy of marketing Science, 36(1), 1-10.
    14 Waloszek, G. (2012). Introduction to Design Thinking @ SAP
    15 Yoo, Y. (2010). Computing in everyday life: A call for research on experiential compu-ting. Mis Quarterly, 213-231.
    16 Zacharia, Z. G., Nix, N. W., & Lusch, R. F. (2011). Capabilities that enhance outcomes of an episodic supply chain collaboration. Journal of Operations Management, 29(6), 591-603.　
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    103933024
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0103933024
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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