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| Title: | 使用者導向研究：從工作脈絡與客戶痛點中 設計雲端安全的創新 -以趨勢科技使用者洞見計畫為例
Protecting the cloud: Use the work practice and pain points to find customer insight |
| Authors: | 劉宛婷
Liu, Wan Ting |
| Contributors: | 蕭瑞麟
Hsiao, Rueylin
劉宛婷
Liu, Wan Ting |
| Keywords: | 使用者導向設計
產品創新
服務創新
雲端運算
資訊安全
防毒軟體
質性研究
行動研究
User-centric innovation
Product innovation
Service innovation
Cloud computing
information security
Anti-virus software
Qualitative research
Action research |
| Date: | 2009 |
| Issue Date: | 2010-12-08 01:53:33 (UTC+8) |
| Abstract: | 電腦病毒的演化瞬息萬變，特別是近年來，駭客在有利可圖的動機驅使下，逐漸形成了專業分工的產銷供應鏈，讓病毒的演化速度和變種數量以指數型成長。攻擊事件數量不斷竄升，資訊安全市場理應增加不少機會，但多數防毒廠商經常對這樣的市場機會望洋興嘆，每年花費數億金額，動員研發團隊提出新產品、新版本、新服務，使用者卻始終興趣缺缺。供需兩方認知差異讓防毒軟體廠商面臨龐大開發費用的損失，也讓企業持續存在於不定時資安風險的恐懼之中。
資安軟體公司在產品研發前，做足使用者需求蒐集流程工作，依照使用者描述所進行開發的產品，為什麼卻不是客戶需要的？本研究以質性研究法觀察國內一家電腦防毒廠商的新產品開發過程，更以為期一年的行動研究方式參與該公司使用者洞見計畫（Customer insight program），結合跨部門團隊的智慧和力量，以雲端運算的資安機會為主題進行客戶觀察和新產品構思。
經過一年的行動研究蒐證，本研究指出使用者導向設計的迷思，並強調瞭解工作脈絡對於系統性產品創新的重要性。由於系統性產品複雜程度較高，使用處於分工較細的系統運作流程之下，往往不自覺工作特殊之處，也難以確切表達總體需求。本研究的分析方式則透過使用者工作脈絡，即以客戶的商業模式和雲端運用的特殊情境，其次定義使用者於脈絡中獨特的痛點，進而找到創新機會。
使用者雖然是創新的來源，但是本研究發現，使用者不一定能知道自己的需求，唯有瞭解他們的工作實務，瞭解使用者在特定工作情境的痛點，才能化痛點為創新的亮點。研究貢獻上，補強現行使用者研究的三大方向，分別是使用者假設的不同、產品面設計的不同與創新來源不同。實務貢獻上，本研究提供複雜度較高的系統產品廠商在使用者導向設計流程之建議，以及企業中各部門如何透過使用者創新設計思維發揮價值所在。
The rate of rapid evolution in computer virus results in an increase of computer crime and business attack incidents. Opportunities in the information security market began to grow and expected to exceed $125 billion USD by 2015, according to a new report by Global Industry Analysts.
In this situation, anti-virus company tried everything they can to launch high-technology, fancy, and more powerful product every year. But they found customer is always lack of interest in their new products. This not only makes the loss on large investment in software development for anti-virus company, and also makes enterprise customers continuously at the risk of data stolen and computer virus attacks.
By asking users what they want and trying really hard to listen to them before the development, however the product still hasn』t meet the customer needs?
This research is based on qualitative method and action research project to investigate an anti-virus company』s product development process and customer insight programs. The one year project was cooperated with company internal cross-functional team and focused on 『Protecting the cloud』 topic. There are three cases was selected in the final.
In order to know the user』s working context in the high-complexity information security product system. The analysis structure in three cases used four steps to find out. First of all, identify the enterprise user』s business model. Secondly, observe their local knowledge in cloud computing usage. Thirdly, clarify the organization`s unique pain points. The last but not the least, find the potential security opportunities for innovation.
While user becomes a significant source of innovation, the study shows that users don』t necessarily know their own needs. Only to understand customer』s work practices, pain points under specific working situations, and use design thinking to make the pain points to transform into fit customer needs. The research emphasized the importance of local context in innovation theory and reinforced the inadequacy part of the lead user theory.
Key words: User-centric innovation, Product innovation, Service innovation, Cloud computing, Anti-virus software, Qualitative research, Action research
第壹章、緒論 6
1.1 研究背景及動機 7
1.2 研究目的 8
1.3 研究架構 9
第貳章、文獻探討 10
2.1 使用者於創新功能來源的角色 12
2.2 領先使用者 13
2.2.1 領先用戶的開發動機 13
2.2.2 創新散佈的以退為進 17
2.2.3 製造商借力使力 20
2.3 使用者脈絡 23
2.4 以核心使用者工作脈絡角度詮釋使用者創新 26
第參章、方法論 28
3.1 研究方法 28
3.2 個案選擇 31
3.3 實驗個案資料分析 32
3.4 採訪資料分析 41
第肆章、個案研究 42
4.1 個案背景介紹 43
4.1.1 趨勢科技的歷史 43
4.1.2 規模、組織與趨勢味 44
4.1.3 研發體制：JM與PM制度 47
4.1.4 經銷模式：代理商與經銷商 49
4.2 趨勢科技與電腦病毒 50
4.2.1 病毒演進：企業面臨的風險 50
4.2.2 趨勢與病毒：產品與病毒關係時間表 52
4.3 趨勢科技與雲端運算 58
4.3.1 趨勢與雲端：台灣研發中心與T-CLOUD 58
4.3.2 趨勢與雲端：雲端運算產品與技術 60
4.4 趨勢科技與使用者創新 65
4.4.1 使用者經驗團隊 65
4.4.2 使用者洞見計畫（Customer Insight） 67
第伍章、研究發現 71
5.1 聯合報個案介紹 71
5.1.1 公司背景與商業模式：媒體企業 71
5.1.2 雲端應用：數位匯流 71
5.1.3 不停線的資安議題 77
5.1.4 結論 82
5.2 半導體製造A公司個案介紹 82
5.2.1 A公司背景與營運模式：半導體代工的領先者 83
5.2.2 A公司的雲端應用：關聯規則（Association Rules） 87
5.2.3 雲端運算下的資安議題：配方保密 90
5.2.4 研究結論 99
5.3 中華電信個案介紹 100
5.3.1 中華電信背景與營運模式：中介營運新通路 100
5.3.2 中華電信的雲端應用：CaaS 107
5.3.3 雲端運算下的資安議題 116
5.3.4 研究結論 120
5.4 跨案分析 121
5.4.1 分析客戶商業模式和雲端應用形成的工作脈絡 121
5.4.2 內嵌於情境的使用者痛點 122
5.4.3 解決方案 123
第陸章、討論 125
6.1 理論意涵 125
6.2 實務意涵 128
第柒章、結論 133 |
| Reference: | 中文參考資料
1.趨勢科技網站及歷年財報：http://tw.trendmicro.com/tw/home/ http://jp.trendmicro.com/jp/home/
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| Description: | 博士
國立政治大學
科技管理研究所
97359005
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0097359005 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理研究所] 學位論文
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