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題名 人物誌洞見：使用者行為如何激發新聞媒體的商業模式創新
Insights from Persona: How User Behaviors Inspire Business Model Innovation in News Media作者 鄭家宜
Cheng, Chia I貢獻者 蕭瑞麟
Hsiao, Ruey Lin
鄭家宜
Cheng, Chia I關鍵詞 新聞媒體創新
商業模式創新
人物誌
使用者行為
捷運報
創新擴散
News media innovation
businesss model innovation
persona
user behavior
Upaper
innovation diffusion日期 2014 上傳時間 1-May-2015 11:40:34 (UTC+8) 摘要 企業越來越意識到使用者的重要性，知道產品設計必須以使用者為中心。但面對網路興起、讀者大量流失的報紙新聞媒體，該如何從使用者察覺出商業模式創新的機會，是當前文獻亟欲探索的主題。本論文因此提出兩大分析重點。第一，分析使用者的行為脈絡，由早期大眾的角色中找出使用者對資訊需求，理解創新擴散的關鍵。第二，透過使用者行為分析形成商業模式的各種可能性，了解如何能改變商業營運邏輯。本文以聯合報系旗下之《Upaper》捷運報做為個案，分析捷運族的移動行為與資訊需求，藉此鎖定十個新聞主題來分析使用者行為、資訊需求、設計洞見、設計方案等環環相扣的四個步驟。本研究歸納出三種人物誌：需要優先性資訊的懶人、喜愛連貫性資訊的達人、偏好比較性資訊的商人。這三種人物誌指引出三種可能的新商業模式：從新聞到情報、從廣告到商研、從紙媒到串媒。學理上，本研究提出使用者導向商業模式的形成過程及創新原則。實務上，新聞媒體組織可以理解分析使用者的微觀行為的步驟及策略。
Enterprises are increasingly aware of the importance of users and know their product design must be user-centered. Now newspaper media is losing their readers due to the rising of Internet, so how to develop an innovative business model from users became one of hot topic of literature review. This thesis could be divided into two parts. Firstly, analyze the user behavior context in order to identify the information needs from the role of the early majority, and to realize the key point of innovation diffusion. Secondly, find the possibilities of business models through the user behavior analysis and learn how to change the business logic. In this paper, we use the United Daily News Group`s "Upaper" as a case study of the mobile behavior and information needs of the commuters, thereby focusing the top ten news topics to analyze user behavior, information needs, design insights, design plan, these four steps which is closely connected and inseparable. This study identifies three Personas: lazy people who need priority information, Maven who like coherent information, businessman who prefer comparative information. These three personas point out three possible new business models: from news to intelligence, from advertising to business research, from newspaper media to the transmedia. Academically, this study presents the formation process and the innovative principles of the user-oriented business model. In practice, the media organization can understand the steps and strategies about how to analyze the user microscopic behavior.參考文獻 林麗冠(Robertson, D. 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國立政治大學
科技管理與智慧財產研究所
101359012
103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101359012 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey Lin en_US dc.contributor.author (Authors) 鄭家宜 zh_TW dc.contributor.author (Authors) Cheng, Chia I en_US dc.creator (作者) 鄭家宜 zh_TW dc.creator (作者) Cheng, Chia I en_US dc.date (日期) 2014 en_US dc.date.accessioned 1-May-2015 11:40:34 (UTC+8) - dc.date.available 1-May-2015 11:40:34 (UTC+8) - dc.date.issued (上傳時間) 1-May-2015 11:40:34 (UTC+8) - dc.identifier (Other Identifiers) G0101359012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/74944 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 101359012 zh_TW dc.description (描述) 103 zh_TW dc.description.abstract (摘要) 企業越來越意識到使用者的重要性，知道產品設計必須以使用者為中心。但面對網路興起、讀者大量流失的報紙新聞媒體，該如何從使用者察覺出商業模式創新的機會，是當前文獻亟欲探索的主題。本論文因此提出兩大分析重點。第一，分析使用者的行為脈絡，由早期大眾的角色中找出使用者對資訊需求，理解創新擴散的關鍵。第二，透過使用者行為分析形成商業模式的各種可能性，了解如何能改變商業營運邏輯。本文以聯合報系旗下之《Upaper》捷運報做為個案，分析捷運族的移動行為與資訊需求，藉此鎖定十個新聞主題來分析使用者行為、資訊需求、設計洞見、設計方案等環環相扣的四個步驟。本研究歸納出三種人物誌：需要優先性資訊的懶人、喜愛連貫性資訊的達人、偏好比較性資訊的商人。這三種人物誌指引出三種可能的新商業模式：從新聞到情報、從廣告到商研、從紙媒到串媒。學理上，本研究提出使用者導向商業模式的形成過程及創新原則。實務上，新聞媒體組織可以理解分析使用者的微觀行為的步驟及策略。 zh_TW dc.description.abstract (摘要) Enterprises are increasingly aware of the importance of users and know their product design must be user-centered. Now newspaper media is losing their readers due to the rising of Internet, so how to develop an innovative business model from users became one of hot topic of literature review. This thesis could be divided into two parts. Firstly, analyze the user behavior context in order to identify the information needs from the role of the early majority, and to realize the key point of innovation diffusion. Secondly, find the possibilities of business models through the user behavior analysis and learn how to change the business logic. In this paper, we use the United Daily News Group`s "Upaper" as a case study of the mobile behavior and information needs of the commuters, thereby focusing the top ten news topics to analyze user behavior, information needs, design insights, design plan, these four steps which is closely connected and inseparable. This study identifies three Personas: lazy people who need priority information, Maven who like coherent information, businessman who prefer comparative information. These three personas point out three possible new business models: from news to intelligence, from advertising to business research, from newspaper media to the transmedia. Academically, this study presents the formation process and the innovative principles of the user-oriented business model. In practice, the media organization can understand the steps and strategies about how to analyze the user microscopic behavior. en_US dc.description.tableofcontents 誌謝詞 i中文摘要 ii英文摘要 iii論文目錄 iv表目錄 vii圖目錄 viii壹、緒論 101.1 研究動機 101.2 研究問題與目的 141.3 預期貢獻 16貳、文獻回顧 192.1 定義商業模式 192.2 技術導向商業模式創新 212.3 服務導向商業模式創新 242.4 使用者導向商業模式創新 272.5 理論缺口：使用者如何啟發商業模式創新？ 33參、研究方法 373.1 方法論與分析架構 373.2 案例選擇原則 403.3 資料收集 413.4 資料分析 42肆、研究發現 474.1案例背景：捷運報 474.1.1 捷運報的源起 474.1.2 捷運報的商業模式 514.1.3 捷運報的困境 544.2人物誌分析一：懶人 594.2.1 懶人的人物特質 594.2.2 懶人需求一：找餐廳 634.2.3 懶人需求二：知大事 684.2.4 懶人需求三：想購物 734.3人物誌分析二：達人 804.3.1 達人的人物特質 804.3.2 達人需求一：發現祕境 834.3.3 達人需求二：尋找展演 884.3.4 達人需求三：社群活動 924.4人物誌分析三：商人 964.4.1 商人的人物特質 964.4.2 商人需求一：產品新知 994.4.3 商人需求二：趨勢報告 1034.4.4 商人需求三：休閒娛樂 1074.5商業模式創新 113(1) 內容：由新聞變成情報 113(2) 載體：由紙媒變成串媒 115(3) 營收：由廣告變成商研 117伍、討論 1185.1 學術意涵 1185.1.1 從使用者行為看到商業模式創新 1185.1.2 「早期多數」促成關鍵多數 1205.1.3 找出使用者洞見 1215.2實務啟示 1235.2.1 新聞媒體如何創新 1235.2.2 找出人物間的差異 1285.2.3 使用者導向創新商業模式 1305.3 研究限制與未來方向 1315.3.1 需要探索更多人物誌 1315.3.2 需分析串媒體的導流策略 1325.3.3 需考量創新過程中的制約 133陸、結論 135參考文獻 136中文文獻 136英文文獻 137附件：捷運報人物誌分析 141 zh_TW dc.format.extent 87887086 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101359012 en_US dc.subject (關鍵詞) 新聞媒體創新 zh_TW dc.subject (關鍵詞) 商業模式創新 zh_TW dc.subject (關鍵詞) 人物誌 zh_TW dc.subject (關鍵詞) 使用者行為 zh_TW dc.subject (關鍵詞) 捷運報 zh_TW dc.subject (關鍵詞) 創新擴散 zh_TW dc.subject (關鍵詞) News media innovation en_US dc.subject (關鍵詞) businesss model innovation en_US dc.subject (關鍵詞) persona en_US dc.subject (關鍵詞) user behavior en_US dc.subject (關鍵詞) Upaper en_US dc.subject (關鍵詞) innovation diffusion en_US dc.title (題名) 人物誌洞見：使用者行為如何激發新聞媒體的商業模式創新 zh_TW dc.title (題名) Insights from Persona: How User Behaviors Inspire Business Model Innovation in News Media en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 林麗冠(Robertson, D. 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