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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/50802

    Title: 顧客價值創造: 以台灣互動媒體整合服務為例
    Customer value creation: case study of Taiwan's Interactive Design Company
    Authors: 劉家齊
    Liu, Chia Chyi
    Contributors: 溫肇東
    Liu, Chia Chyi
    Keywords: 價值創造
    Value Creation
    Customer Value
    Interactive Design
    Media Intergration Design
    Firm Resource
    Date: 2010
    Issue Date: 2011-09-29 16:41:16 (UTC+8)
    Abstract: 台灣近年來逐漸可以看到互動媒體整合設計的應用,然而此類服務仍屬於發展中的產業,顧客使用互動媒體整合設計產品的需求亦尚未明確。本研究以價值創造的角度,探討在顧客價值尚未明確的情況之下,互動媒體整合設計公司(1)創造何種價值,(2)如何創造價值,以及(3)廠商活動與廠商資源的關係。本研究發現,(1) 互動媒體整合設計公司能同時創造資訊功能、互動功能、情境塑造功能之「整合」價值,(2) 互動媒體整合設計公司以建造模組、經營社群網絡、視顧客為開發團隊的方式創造價值,(3) 互動媒體整合設計公司會應用自身廠商資源進行價值創造,每一次專案所進行的廠商活動,也會影響廠商獲取之資源。
    In recent years, the application of interactive design in Taiwan has boarden. Still, the customer value remains implicit, while consumer needs stays unclear. In this situation, this rescearch explains: (1) What value do interactive design companies create? (2) How do interactive design companies create value? (3) When creating value, what is the relationship between firm’s activity and firm’s resourses? The findings of this research demonstrate: (1) Interactive design companies create the intergrated value of information function, interactive function, and sensorial fuction. (2) Interactive design companies use methods in the process of value creation such as module building, network managing, and incorporate customers into develop team to achieve the consensus of customer value. (3) Interactive design companies utilize its’ recourses in the process of value creation, while the process of value creation also influence its’ recourses.
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究問題與目的 2
    第三節 研究範圍與限制 2

    第二章 文獻探討 3
    第一節 價值創造相關研究 4
    壹、價值創造 4
    貳、顧客價值 8
    參、企業資源與能力 12
    第二節 互動設計相關研究 14
    壹、互動設計定義與範疇 14
    貳、互動設計的功能 16
    參、台灣互動設計產業背景 19

    第三章 研究架構與方法 25
    第一節 研究架構 25
    第二節 個案選擇 28
    第三節 研究方法 30
    第四節 資料蒐集方法 31

    第四章 個案研究 33
    第一節 爻域互動科技設計 33
    壹、公司簡介 33
    貳、moJo iCuisine互動式餐廳專案 37
    參、永慶房屋iOrang互動式簡報牆專案 49
    第二節 天工開物 62
    壹、公司簡介 62
    貳、諾基亞&台灣大哥大聖誔節行銷專案 65
    參、統一超商行銷活動專案 74

    第三節 個案分析
    壹、「商品組合-廠商活動」的過程 82
    貳、「廠商活動-顧客」的過程 83
    參、「廠商活動-廠商資源」的過程 85
    第五章 研究發現 89
    第一節 互動設計公司能為顧客創造何種價值? 89
    第二節 台灣互動設計公司如何創造價值 90
    第三節 創造價值的過程中,廠商活動與廠商資源的關係為何? 91
    第六章 研究結論與建議 93
    第一節 研究結論 93
    第二節 產業貢獻 94
    第三節 學術貢獻 95
    第四節 後續研究建議 96

    參考文獻 97
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098359005
    Data Type: thesis
    Appears in Collections:[科技管理研究所] 學位論文

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