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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56509


    Title: 話題製作人: 從調適性新聞看使用者創新模式
    Topic News Producer : From Adaptive News of User Innovation Model
    Authors: 方效慈
    Fang, Hsiao Tzu
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    方效慈
    Fang, Hsiao Tzu
    Keywords: 使用者創新
    內容、載體與商業模式
    調適性
    話題新聞
    製作人
    質性研究
    User Innovation
    Content, Devices and Business Model
    Adaptability
    Topic News
    Producer
    Qualitative Research
    Date: 2012
    Issue Date: 2013-01-02 13:22:28 (UTC+8)
    Abstract: 創新於本世紀中為各大企業爭相研發或追求的珍貴資產，但此珍貴資產之所以致能領先市場、使企業居於永續的市場領導地位則是各個產業所致力研究的範疇。如何能達到永續的市場領導而居於市場不敗之優勢 ? 是須要透過具有符合市場劇變的創新?而其創新又須要具有如何的特性或是與時代性相關的演化性 ? 另，市場劇變的因素是否又與使用者以及代表新科技的載體有著密不可分的關係 ? 本研究將以一個現今仍居領導地位的網站實例來分析其致勝的原因，並且以質性研究的方法進行層層的頗析，揭開網路服務的神秘面紗。

    網路服務的世界，豐富且多樣化，因此本研究將創新的研究範圍聚焦於新聞自製性內容的｢話題新聞」為主軸，透過｢話題新聞」的守門人:話題製作人，並且對應於創新三大構面：內容、載體與商業模式，進而探討其不斷創新是須要具有調適性的特質。而若以創新理論的精神為內涵，又同時須結合網路之｢使用者為大」的雙重考量下，研究則以Henry教授的開放式創新與von Hipple教授的使用者創新，並為核心理論的依據。至此，本篇研究的架構清晰易見。

    經由親身參與的田野調查與近期的資料蒐集，本研究將透過網路服務的特性與使用者溝通的互動方式，整理後發現其特殊的共創過程與調適性的特質。研究中更將揭露自製性內容的共創對於載體的影響，並且對應於資訊傳播模式的演化，爾後延伸至商業模式的多所變化。最終，希望透過本研究能提供台灣傳統新聞媒體及企業界創新的具體參考，不僅在理論面向得以印證及延伸，更於實務面提供操作的執行方向。

    關鍵字：使用者創新，開放式創新：內容、載體與商業模式，調適性，新聞製
    作，資訊傳播，經濟活動，話題新聞，製作人，行動研究，質性研
    究。
    Innovation is the precious asset in this century for all the companies to seek, study or develop as it is the way to win or sustain the leading position where the enterprises are eager to reach. However, how to continue the innovation so as to retain the leadership? Or which attributes or evolutions the innovation should have to react to the market change? How the factors of market transformation correlate with the users and high-tech (electronics) devices? This study will use a global leading website as a sample and explore the elements of its success through the qualitative research method.

    The internet contains the diversified services. Thus the research selects the news reproduction as the main study subject. By observing the daily operation of the “Topic News” gatekeepers, Topic News producers, and analyzing three dimensions of innovation: contents, devices and business models, the study figures out the fact that the constant innovation should possess the characteristic of Adaptability. Furthermore, considering both the essence of Innovation theories and the internet user behavior, the study cites Open Innovation by Prof. Henry and User Innovation by Prof. von Hipple as the core theories to support the whole research.

    By participating in the field investigation and collecting the recent data, the study discovers the particular procedure of co-producing contents as well as the characteristic of Adaptability through researching on the internet service and its communication and interaction with the users. The study further reveals the impact which the reproduced content makes on the devices themselves, evolution of the information dissemination and even the types of the business models. The ultimate objective of the study is not only to prove the truth of the theories but also to contribute several suggestions and references towards the traditional news media and the enterprise innovation on the execution and operation directions.


    Key words : User Innovation, Open Innovation, Content, Devices and Business model, Adaptive, News re-production, Dissemination of information, Economic Activity, Topic News, Topic News Producer, Action Research, Qualitative Research.
    "第壹章、緒論 7
    一、研究背景 7
    二、研究問題與動機 9
    三、研究目的 10
    四、論文架構 14
    第貳章、文獻回顧 15
    一、使用者創新 15
    二、從新聞媒體看開放創新 21
    （一）內容 22
    （二）載體 23
    （三）商業模式 27
    三、理論缺口 29
    第參章、研究方法 31
    一、方法論 31
    （一）行動研究法（Action Research Method） 31
    （二）為何選擇行動研究法？ 32
    二、個案選擇 33
    （一）Yahoo!台灣雅虎 33
    （二）雅虎新聞話題製作人 35
    （三）為何選擇台灣雅虎新聞話題製作人作為研究對象？ 38
    三、研究架構 41
    四、資料蒐集方式 42
    （一）人員訪談 44
    （二）次級資料 46
    五、資料分析 46
    第肆章、研究發現 48
    一、內容的作法 48
    二、載體的作法 55
    三、商業模式的作法 60
    第伍章、討論 64
    一、觀念上貢獻 64
    ( 一 ) 內容之演化 64
    ( 二 ) 載體之演化 66
    ( 三 ) 商業模式之演化 68
    二、實務上貢獻 70
    （一）內容以使用者為重、重視互動與不斷地調適性。 71
    （二）載體部分：集中火力、結合內容，提供良好之使用介面 72
    （三）商業模式 : 流量分渠，客層分眾 73
    三、研究上的限制 74
    第陸章、結論 76
    文獻參考 80


    圖目錄
    圖2-1、本研究切入觀點 22
    圖3-1、台灣雅虎話題新聞組織示意圖 36
    圖3-2、話題製作人工作內容示意圖 37
    圖3-3、台灣雅虎位於古亭的辦公室（前）：以人為本之創意風格 39
    圖3-4、台灣雅虎位於南港的辦公室（後）：全球一致性特色 39
    圖3-5、台灣雅虎新聞網站首頁：分類齊全、整合精髓 40
    圖3-6、台灣雅虎新聞影音頻道首頁：重視影音趨勢、與電視台跨業結合 40
    圖3-7、研究架構圖 41
    圖4-1、奇摩新聞類別 49
    圖4-2、噗浪（plurk）服務頁面對話框之有趣設計 49
    圖4-3、流量偵測介面 52
    圖4-4、調標前後流量變化 53
    圖4-5、自製性新聞內容使用者溝通步驟 54
    圖4-6、奇摩首頁（個人電腦版 v.s 手機版）：不同載體之首頁版面設計 57
    圖4-7、載體介面間延伸服務功能：新聞可透過PC串聯簡訊機制分享於手機 59
    圖4-8、雅虎奇摩手機版首頁介面設計不斷優化的演進版本 60
    圖4-9、BMW 行動廣告click to call介面 61



    表目錄
    表3-1、主要資料蒐集時期工作摘要（2012年1月至2012年8月） 43
    表3-2、資料蒐集方式 44
    表3-3、訪談問題及抽樣原因 46
    Reference: Baldwin, C., & Eric von, H. 2011. Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation. Organization Science, 22(6): 1399-1417.
    Baldwin, C., Hienerth, C., & von Hippel, E. 2006. How user innovations become commercial products: a Theoretical investigation and case study. Research Policy, 35(9): 1291-1313.
    Chesbrough, H., Vanhaverbeke, W., & West, J. 2005. Open innovation: a new paradigm for understanding industrial innovation. Open innovation: researching a new paradigm: 1-12.
    Chesbrough, H., Vanhaverbeke, W., & West, J. 2008. Open Innovation: Researching a New Paradigm: Researching a New Paradigm: OUP Oxford.
    Chesbrough, H. W. 2003. Open Innovation: The New Imperative for Creating and Profiting from Technology: Harvard Business Press.
    Franke, N., von Hippel, E., & Schreir, M. 2006. Finding commercially attractive user innovation: A test of lead-user theory. Journal of Product Innovation Management, 23: 301-315.
    Harhoff, D., Henkel, J., & von Hippel, E. 2003. Profiting from voluntary information spillovers: How users benefit by freely revealing their innovations. Research Policy, 32(10): 1753-1769.
    Heron, J., & Reason, P. 1997. A participatory inquiry paradigm. Qualitative Inquiry, 3(3): 274-294.
    Lakhani, K. R., & von Hippel, E. 2003. How open source software works: `Free` user-to-user assistance. Research Policy, 32(6): 923-943.
    Morrison, P. D., Roberts, J. H., & von Hippel, E. 2000. Determinants of user innovation and innovation sharing in a local market. Management Science, 46(12): 1513-1527.
    Reason, P. 1988. Human inquiry in action: Developments in new paradigm research. London: Sage Publications.
    Reason, P. 1994. Co-operative inquiry, participatory action research and action inquiry: Three approaches to participative inquiry. Newbury Park: Sage Publications.
    Seidel, V., & Pinto, J. P. 2005. Social Science Strategies for User Focused Innovation and Design Management. Design Management Review, 16(4): 73-79.
    Venkatesh, V., Morris, M., Davis, G., & Davis, F. 2003. User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3): 425-478.
    Von Hippel, E. 1988. The sources of innovation. University of Illinois at Urbana-Champaign`s Academy for Entrepreneurial Leadership Historical Research Reference in Entrepreneurship.
    von Hippel, E. 2007. Horizontal innovation networks: by and for users. Industrial & Corporate Change, 16(2): 293-315.
    von Hippel, E., & Katz, R. 2002. Shifting innovation to users via toolkits. Management Science, 48(7): 821-833.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    99932165
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099932165
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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