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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59353


    Title: 移動串媒：移動者行為模式的媒體串聯策略
    Moving transmedia: mover behavior patterns and media strategy
    Authors: 王繼源
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    王繼源
    Keywords: 開放創新
    使用者行為研究
    媒體串流
    高鐵媒體
    人物誌
    Open innovation
    User behavior study
    multiple media
    persona
    Taiwan High Speed Rail
    Date: 2012
    Issue Date: 2013-09-02 16:12:18 (UTC+8)
    Abstract: 在多元媒體交互激盪的全新環境下，傳統單一媒體已無法滿足使用者需求。尤其，過去被動接受媒體資訊的消費者或讀者，如今也有了新風貌，他們是移動在各個城市間的生活者。本研究特別針對台灣新興的移動人口，以台灣高鐵移動族群為研究對象，並探索他們的行動樣貌，以及移動過程中與主要媒體互動的方式，尤其是他們與主要媒體的接觸點（Contact Points）有何特質。本研究初步整理四類移動族群，以人物誌（persona）呈現他們的移動行為，他們正是台灣高鐵的重度使用者，分別是行動商務族（shopper）、新通勤族（commuter）、企業買家（buyer）以及休閒族（player）。本研究除分析這四類族群的移動特性外，更試圖探索他們使用媒體的痛點，並嘗試由不同媒體載具串連的方式，將媒體接觸痛點轉化為媒體創新商機。研究發現，這四類族群的核心媒體需求分別是情報資訊、進修成長資訊、提高品牌能見度需求、以及體驗式行銷服務。本研究依據這四類媒體需求，結合主要媒體特性，重新設計媒體串接的可能性，以創新媒體商業模式，並滿足使用者需求。最後，本研究除對開放式服務創新提出貢獻外，也希望對傳統戶外媒體的未來發展，提供借鏡。
    Under multiple media innovation, traditional outdoors media or magazines cannot satisfy users or readers’ need anymore. Furthermore, readers are now become more proactive and their mobility in between with different cities is even higher. Taiwan High Speed Rail inspires a new “mover” group in Taiwan. This research focus on this group and analyze their moving behaviours as long as their implied needs for media. This research comes up with 4 personas, such as shoppers, commuters, buyers, and players. Base on detailed behavior studies, researcher explores their core media need. Shoppers eager for rapid intelligent information, commuters look for update educational opportunities, buyers tries hard to increase their brand visibility, and players search for unique service experience. Finally, this research analyzes the relevant media in Taiwan High Speed Rail, and suggests a chain of media synergied service to fulfill movers’ unique needs.
    Reference: 中文部分

    個案研究法（Case Study）/陳姿伶老師 中興大學農業推廣教育研究所




    英文部份

    Andersen, O. J. 2008. A bottom-up perspective on innovations: Mobilizing knowledge and social capital through innovative orocesses of bricolage. Administration & Society, 40(1): 57-78.

    Caspar, Mirko 2002. Cross-Channel-Medienmarken. Strategische Optionen, Ausgestal-tungsmoeglichkeiten und nachfragerseitseitige Bewertung. Frankfurt a.M.: Peter Lang.

    Chesbrough, H. 2011a. Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era: Jossey-Bass.

    Chesbrough, H. W. 2003. Open innovation : the new imperative for creating and profiting from technology. Boston, Mass.: Harvard Business School Press.

    Chesbrough, H. W. 2006. Open business models : how to thrive in the new innovation landscape. Boston, Mass.: Harvard Business School Press.



    Chesbrough, H. W. 2011b. Bring open innovation to services. Sloan Management Review, 52(2): 85-90.

    Dreier, Hardy. 2002. Vielfalt oder Vervielfaeltigung?-Medienangebote und ihre Nutzung im digitalen Zeitalter. In Cross-media Management: Content Strategien erfolgreich umsetzen, dited by B. Mueller-Kalthoff. Berlin: Springer, 41-60.

    Lewin, K. 1946. Action Research and Minority Problems. Journal of Social Issues, 2(4): 34-46.

    Porter, Michael E. 1980: Competitive strategy. New York: Free Press.

    Porter, Michael E. 1985: Competitive advantage. New York: Free Press.
     
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932079
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932079
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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