| dc.contributor.advisor | 苑守慈 | zh_TW |
| dc.contributor.advisor | Yuan, Daphne | en_US |
| dc.contributor.author (Authors) | 巫啓生 | zh_TW |
| dc.contributor.author (Authors) | Wu, Wudy | en_US |
| dc.creator (作者) | 巫啓生 | zh_TW |
| dc.creator (作者) | Wu, Wudy | en_US |
| dc.date (日期) | 2016 | en_US |
| dc.date.accessioned | 9-Aug-2016 10:49:21 (UTC+8) | - |
| dc.date.available | 9-Aug-2016 10:49:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Aug-2016 10:49:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0103933024 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/99792 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 103933024 | zh_TW |
| dc.description.abstract (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. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 91.1. Introduction 91.2. Research Motivation 121.3. Design Challenges 151.4. Thesis Structures 152. Literature Review 172.1. Service-Dominant Logic 172.2. Design thinking 192.3. User-Experience Research Methods 212.3.1. Focus Group 222.3.2. In-depth Interview 232.3.3. System Usability Scale (SUS) 242.3.4. Research Method Selection by Phases of Service Development 253. Research Methodology and Reinventing Service Design Process 273.1. Inspiration of Customers 293.1.1. Target Audiences Definitions 293.1.2. Observation of User Behavior by Quantative Analysis 303.1.3. Observation of User Behavior by Qualitative Analysis 323.2. Inspiration of Business (Opportunity and Challenges) 373.2.1. Situation Analysis 373.3. Design Value Proposition and Solution 404. Design Results 454.1. Detail Design 454.2. Usability Testing 484.2.1. Testing Plan 484.2.2. Testing Result and the Feedback Analysis 514.3. Release Result 545. Conclusion, Suggestion and Future Research 565.1. Conclusion 565.2. Suggestion 575.3. Future Research 59Reference 61 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0103933024 | en_US |
| dc.subject (關鍵詞) | 設計思考 | zh_TW |
| dc.subject (關鍵詞) | 服務主導邏輯 | zh_TW |
| dc.subject (關鍵詞) | MOD | zh_TW |
| dc.subject (關鍵詞) | 中華電信 | zh_TW |
| dc.subject (關鍵詞) | 使用者深度訪問 | zh_TW |
| dc.subject (關鍵詞) | 定性研究方法 | zh_TW |
| dc.subject (關鍵詞) | 定量研究 | zh_TW |
| dc.subject (關鍵詞) | design thinking | en_US |
| dc.subject (關鍵詞) | service-dominant logic | en_US |
| dc.subject (關鍵詞) | MOD | en_US |
| dc.subject (關鍵詞) | CHT | en_US |
| dc.subject (關鍵詞) | user-depth interview | en_US |
| dc.subject (關鍵詞) | Qualitative Research | en_US |
| dc.subject (關鍵詞) | Quantitative Research | en_US |
| dc.title (題名) | 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 | zh_TW |
| dc.title (題名) | Create a User-Centric Design Thinking Process: A Case of Multimedia on Demand Service in Chunghwa Telecom | en_US |
| dc.type (資料類型) | thesis | en_US |
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