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題名 共同工作空間品牌雛形建構可行性之研究—以台北創新中心為例
Brand Construction Feasibility Study on The Co-working Space of Center for Innovation Taipei作者 邱立雯
Chiu, Li-Wen貢獻者 賴建都
邱立雯
Chiu, Li-Wen關鍵詞 共享經濟
共同工作空間
品牌建構
台北創新中心
Sharing economy
Coworking space
Brand construction
Center for Innovation Taipei日期 2018 上傳時間 27-Jul-2018 13:04:47 (UTC+8) 摘要 在網際網路發達的現在，許多工作者只需要一台電腦及網路，就不受空間的限制，可以在任何地方工作，但同時，這些獨立工作者或小型團隊，負擔不起高額的辦公空間租金，只能屈就於家中或是咖啡廳等空間，若是希望使用一般的辦公設備，就需要花更多費用購買或使用。而共同工作空間(Coworking Space)提供了這些工作者一個解決方案，透過共享經濟「分享」的概念，讓工作者可以相對便宜的價格，共同「承租」一個空間，而共同工作空間提供的不僅是辦公空間，也提供了工作場合中所需的社群性，大多數共同工作空間設有公共交誼空間，讓工作者可以互相交流，將資源共享。本研究以台北創新中心(Center for Innovation Taipei，CIT)作為研究案例，以共享經濟及品牌建構的概念，透過與經營者及空間使用者進行深度訪談，探討台北創新中心作為台灣共同工作空間的營運標準，以及共同工作空間的品牌建構意圖與可行性。本研究得出以下發現：第一，共同工作空間除了提供舒適的工作空間，也必須兼顧半開放及交流的元素。第二，提供交流機會是共同工作空間重要的價值與功能。第三，若有擴點計畫，品牌對共同工作空間才能產生較大效益，若無，品牌對於共同空間的效益不高，台北創新中心目前也無經營品牌的企圖及規劃，使用者評估共同工作空間時，有無品牌也非主要考量因素。第四，共同工作空間在台灣受經濟環境的影響，發展頗具挑戰，須配合當代工作者需求進行轉型。
With the advances in technology, people can work by only a computer with internet in anywhere. At the mean time, most of these workers can’t afford the expensive rent of the traditional office. They work at home or a coffee shop. Base on the sharing economy concept. Coworking space provide a solution that workers can share a work space with lower price. Also, coworking space provide workers a communicate occasion to share information and resources.This research take Center for Innovation Taipei as a study case. Base on the concept of sharing economy and brand construction, through in-depth interviews with operators and users of Center for Innovation Taipei to explore the operational plan and strategy, attempt and feasibility of brand construction.This research draw some findings as below: First, the operators consider semi-open space and community are most important to coworking space. And the users care space design cannot like traditional office and community. Second, operators and users consider the most important value of coworking space is it can provide chance to communicate. Third, the benefit that brand brought to is low benefit to coworking space. Fourth, the development of coworking space in Taiwan in challenging situation.參考文獻 一、 中文文獻余明陽, 朱紀達, & 肖俊崧 (2005)。品牌傳播學 (Vol. 1, pp. 87-92). 上海交通大學出版社李欣 (2015)。共享經濟的困境與限制─以airbnb為例林子渝 (2015)。共享經濟下的 P2P 借貸模式. 臺灣經濟研究月刊, 38(8), 43-49.林碧翠, & 李桂芬 (1995)。品牌保姆手冊. 原作者: David Arnold). 台北: 時報文化.邱昰芳 (2014)。共享經濟顛覆傳統, 打造創新服務模式. 臺灣經濟研究月刊, 37(8), 18-24.陳萬淇 (1985)。個案研究法. 華泰.楊國樞, 文崇一, 吳聰賢, & 李亦園 (2006)。社會及行為科學研究法. 第 13 版, 重慶大學出版社葉連祺 (2007)。增進品質和品牌之教育經營策略分析。教育資料與研究, 19-40樂嘉穎, & 賈凱傑(2016)。共享經濟評價機制之設計。科際整合管理研討會, 488-505二、英文文獻Aaker, D. A. (1996). Building strong brands: Building, measuring, and managing brand equity.Berry, L. L. (2000). Cultivating service brand equity. Journal of the academy of Marketing Science, 28(1), 128-137.Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live.Burnham, S. (2011). A Book of Angels: Reflections on Angels Past and Present, and True Stories of How They Touch Our Lives. Penguin.DeGuzman, G. V., & Tang, A. I. (2011). Working in the unoffice: A guide to coworking for indie workers, small businesses, and nonprofits. Night Owls Press LLC.Dillahunt, T. R., & Malone, A. R. (2015, April). The promise of the sharing economy among disadvantaged communities. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 2285-2294). ACM.Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. The Journal of marketing, 1-13.Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 325-338.Leforestier, A. (2009). The co-working space concept. CINE Term Project. Indian Institute of Management (IIMAHD), Ahmedabad.McNall, M., Reed, C. S., Brown, R., & Allen, A. (2009). Brokering community–university engagement. Innovative Higher Education, 33(5), 317-331.Merkel, J. (2015). Coworking in the city. ephemera, 15(1), 121.Merkel, J., & Oppen, M. (2013). Coworking Spaces: Die (Re-) Organisation kreativer Arbeit (No. 16). WZBrief Arbeit.Moriset, B. (2013). Building new places of the creative economy. The rise of coworking spaces.Neuberg, B. (2005). Ajax: How to handle bookmarks and back buttons. ONJava. com, Oct, 26.Oldenburg, R. (1989). The great good place: Café, coffee shops, community centers, beauty parlors, general stores, bars, hangouts, and how they get you through the day. Paragon House Publishers.Owyang, J., Samuel, A., & Grenville, A. (2014). Sharing is the new buying: How to win in the collaborative economy. Vision Critical/Crowd Companies.Rinne, A. (2013). Circular Economy Innovation & New Business Models Initiative. Young Global Leaders Sharing Economy Working Group. Position Paper. Retrieved on February, 20, 2016.Seymour-Ure, C. (1974). The political impact of mass media(Vol. 4). London: Constable; Beverly Hills, Calif: Sage Publications.Spinuzzi, C. (2012). Working alone together: Coworking as emergent collaborative activity. Journal of Business and Technical Communication, 26(4), 399-441.Spreitzer, G., Garrett, L., & Bacevice, P. (2015). Should your company embrace coworking?. MIT Sloan Management Review, 57(1), 27.Sundsted, T., Jones, D., & Bacigalupo, T. (2009). I`m Outta Here: how co-working is making the office obsolete. Lulu. com.Uda, T. (2013). What is Coworking? A Theoretical Study on the Concept of Coworking.Yin, R. K. (2009). Case study research: Design and Methods. SAGE publications. Thousand oaks.Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1218-1231.Zervas, G., Proserpio, D., & Byers, J. W. (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
104464015資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104464015 資料類型 thesis dc.contributor.advisor 賴建都 zh_TW dc.contributor.author (Authors) 邱立雯 zh_TW dc.contributor.author (Authors) Chiu, Li-Wen en_US dc.creator (作者) 邱立雯 zh_TW dc.creator (作者) Chiu, Li-Wen en_US dc.date (日期) 2018 en_US dc.date.accessioned 27-Jul-2018 13:04:47 (UTC+8) - dc.date.available 27-Jul-2018 13:04:47 (UTC+8) - dc.date.issued (上傳時間) 27-Jul-2018 13:04:47 (UTC+8) - dc.identifier (Other Identifiers) G0104464015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119000 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 104464015 zh_TW dc.description.abstract (摘要) 在網際網路發達的現在，許多工作者只需要一台電腦及網路，就不受空間的限制，可以在任何地方工作，但同時，這些獨立工作者或小型團隊，負擔不起高額的辦公空間租金，只能屈就於家中或是咖啡廳等空間，若是希望使用一般的辦公設備，就需要花更多費用購買或使用。而共同工作空間(Coworking Space)提供了這些工作者一個解決方案，透過共享經濟「分享」的概念，讓工作者可以相對便宜的價格，共同「承租」一個空間，而共同工作空間提供的不僅是辦公空間，也提供了工作場合中所需的社群性，大多數共同工作空間設有公共交誼空間，讓工作者可以互相交流，將資源共享。本研究以台北創新中心(Center for Innovation Taipei，CIT)作為研究案例，以共享經濟及品牌建構的概念，透過與經營者及空間使用者進行深度訪談，探討台北創新中心作為台灣共同工作空間的營運標準，以及共同工作空間的品牌建構意圖與可行性。本研究得出以下發現：第一，共同工作空間除了提供舒適的工作空間，也必須兼顧半開放及交流的元素。第二，提供交流機會是共同工作空間重要的價值與功能。第三，若有擴點計畫，品牌對共同工作空間才能產生較大效益，若無，品牌對於共同空間的效益不高，台北創新中心目前也無經營品牌的企圖及規劃，使用者評估共同工作空間時，有無品牌也非主要考量因素。第四，共同工作空間在台灣受經濟環境的影響，發展頗具挑戰，須配合當代工作者需求進行轉型。 zh_TW dc.description.abstract (摘要) With the advances in technology, people can work by only a computer with internet in anywhere. At the mean time, most of these workers can’t afford the expensive rent of the traditional office. They work at home or a coffee shop. Base on the sharing economy concept. Coworking space provide a solution that workers can share a work space with lower price. Also, coworking space provide workers a communicate occasion to share information and resources.This research take Center for Innovation Taipei as a study case. Base on the concept of sharing economy and brand construction, through in-depth interviews with operators and users of Center for Innovation Taipei to explore the operational plan and strategy, attempt and feasibility of brand construction.This research draw some findings as below: First, the operators consider semi-open space and community are most important to coworking space. And the users care space design cannot like traditional office and community. Second, operators and users consider the most important value of coworking space is it can provide chance to communicate. Third, the benefit that brand brought to is low benefit to coworking space. Fourth, the development of coworking space in Taiwan in challenging situation. en_US dc.description.tableofcontents 中文摘要............2英文摘要............3第壹章 緒論.........7第一節 研究動機與背景..........7第二節 研究目的...............8第三節 研究流程.............9第貳章 文獻探討..............10第一節 共享經濟..............10第二節 共同工作空間..........11第三節 社群.................12第四節 品牌建構..............13第五節 小結.................15第參章 研究方法..............16第一節 研究架構..............16第二節 研究工具..............16第肆章 資料分析與呈現.........21第一節 空間營運..............21第二節 功能性................24第三節 品牌建構..............27第四節 未來發展.............28第五節 資料重點彙整..........30第伍章 結論與建議............34第一節 結論與建議............34第二節 未來研究方向..........36第三節 未來研究方向..........37參考文獻..........38附錄一：訪談逐字稿............39附錄二：訪談同意書...........79 zh_TW dc.format.extent 3531920 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104464015 en_US dc.subject (關鍵詞) 共享經濟 zh_TW dc.subject (關鍵詞) 共同工作空間 zh_TW dc.subject (關鍵詞) 品牌建構 zh_TW dc.subject (關鍵詞) 台北創新中心 zh_TW dc.subject (關鍵詞) Sharing economy en_US dc.subject (關鍵詞) Coworking space en_US dc.subject (關鍵詞) Brand construction en_US dc.subject (關鍵詞) Center for Innovation Taipei en_US dc.title (題名) 共同工作空間品牌雛形建構可行性之研究—以台北創新中心為例 zh_TW dc.title (題名) Brand Construction Feasibility Study on The Co-working Space of Center for Innovation Taipei en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻余明陽, 朱紀達, & 肖俊崧 (2005)。品牌傳播學 (Vol. 1, pp. 87-92). 上海交通大學出版社李欣 (2015)。共享經濟的困境與限制─以airbnb為例林子渝 (2015)。共享經濟下的 P2P 借貸模式. 臺灣經濟研究月刊, 38(8), 43-49.林碧翠, & 李桂芬 (1995)。品牌保姆手冊. 原作者: David Arnold). 台北: 時報文化.邱昰芳 (2014)。共享經濟顛覆傳統, 打造創新服務模式. 臺灣經濟研究月刊, 37(8), 18-24.陳萬淇 (1985)。個案研究法. 華泰.楊國樞, 文崇一, 吳聰賢, & 李亦園 (2006)。社會及行為科學研究法. 第 13 版, 重慶大學出版社葉連祺 (2007)。增進品質和品牌之教育經營策略分析。教育資料與研究, 19-40樂嘉穎, & 賈凱傑(2016)。共享經濟評價機制之設計。科際整合管理研討會, 488-505二、英文文獻Aaker, D. A. (1996). Building strong brands: Building, measuring, and managing brand equity.Berry, L. L. (2000). Cultivating service brand equity. Journal of the academy of Marketing Science, 28(1), 128-137.Botsman, R., & Rogers, R. (2011). What`s mine is yours: how collaborative consumption is changing the way we live.Burnham, S. (2011). A Book of Angels: Reflections on Angels Past and Present, and True Stories of How They Touch Our Lives. Penguin.DeGuzman, G. V., & Tang, A. I. (2011). Working in the unoffice: A guide to coworking for indie workers, small businesses, and nonprofits. Night Owls Press LLC.Dillahunt, T. R., & Malone, A. R. (2015, April). The promise of the sharing economy among disadvantaged communities. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems (pp. 2285-2294). ACM.Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. The Journal of marketing, 1-13.Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the influence of prior advertising: A structural modeling approach. Journal of Marketing Research, 325-338.Leforestier, A. (2009). The co-working space concept. CINE Term Project. Indian Institute of Management (IIMAHD), Ahmedabad.McNall, M., Reed, C. S., Brown, R., & Allen, A. (2009). Brokering community–university engagement. Innovative Higher Education, 33(5), 317-331.Merkel, J. (2015). Coworking in the city. ephemera, 15(1), 121.Merkel, J., & Oppen, M. (2013). Coworking Spaces: Die (Re-) Organisation kreativer Arbeit (No. 16). WZBrief Arbeit.Moriset, B. (2013). Building new places of the creative economy. The rise of coworking spaces.Neuberg, B. (2005). Ajax: How to handle bookmarks and back buttons. ONJava. com, Oct, 26.Oldenburg, R. (1989). The great good place: Café, coffee shops, community centers, beauty parlors, general stores, bars, hangouts, and how they get you through the day. Paragon House Publishers.Owyang, J., Samuel, A., & Grenville, A. (2014). Sharing is the new buying: How to win in the collaborative economy. Vision Critical/Crowd Companies.Rinne, A. (2013). Circular Economy Innovation & New Business Models Initiative. Young Global Leaders Sharing Economy Working Group. Position Paper. Retrieved on February, 20, 2016.Seymour-Ure, C. (1974). The political impact of mass media(Vol. 4). London: Constable; Beverly Hills, Calif: Sage Publications.Spinuzzi, C. (2012). Working alone together: Coworking as emergent collaborative activity. Journal of Business and Technical Communication, 26(4), 399-441.Spreitzer, G., Garrett, L., & Bacevice, P. (2015). Should your company embrace coworking?. MIT Sloan Management Review, 57(1), 27.Sundsted, T., Jones, D., & Bacigalupo, T. (2009). I`m Outta Here: how co-working is making the office obsolete. Lulu. com.Uda, T. (2013). What is Coworking? A Theoretical Study on the Concept of Coworking.Yin, R. K. (2009). Case study research: Design and Methods. SAGE publications. Thousand oaks.Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1218-1231.Zervas, G., Proserpio, D., & Byers, J. W. (2014). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research. zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.COMM.009.2018.F05 -
