虛擬角色主導「線上品牌」策略藍圖：引用Global MBA 網站首頁做為探索的範本

Persona based strategy canvas for online brands: using Global MBA’s homepage as a context for exploration

高浩宸(Hao Chang Kao)

指導教授 ： 曹承礎

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.02802

摘要

為了踏入充滿危機與轉機的國際舞台，Global MBA 品牌的改造，推展出「品牌網站」的重要性（GMAC研究報告）。本研究採用設計研究的架構，開發出專以關鍵者為中心並針對「線上品牌」作比較與溝通的研究工具。網站首頁正是「線上品牌」的代表作。此工具分兩個部分：虛擬角色與策略藍圖。虛擬角色一般代表用戶群，卻缺乏可與用戶群確認的關係。為了克服此障礙，本研究以關鍵者的個別訪談做成虛擬角色。策略藍圖來自「藍海策略」，在本研究中，成為關鍵者比較不同網站首頁與溝通成果的利器。在Global MBA專案策劃的前提之下，此工具有助於設計者與策劃人員對用戶行為和動機做更深入的探索。

關鍵字

線上品牌 ； 藍海策略 ； 虛擬角色 ； 策略藍圖 ； 網站首頁 ； 專案策劃

並列摘要

The recent rebranding of the Global MBA program is set against a potentially beaming and harsh environment of globalization where MBA brand sites are shown to have a significant influence on overseas applicants by the Graduate Management Admission Council (GMAC). The thesis uses the design research guidelines to explore and develop a tool to communicate and compare online branding efforts from a stakeholder centric viewpoint. Personas are usually fictional devices created to represent a group of users, here, they represent individual stakeholders. Instead of comparing entire websites, strategy canvas, an artifact derived from "Blue Ocean Strategy"? allows stakeholders to document their comparisons of sample homepages. The resulting strategy canvas based on the relevant traits of the stakeholder offers insights into the behavior and motivations of those stakeholders at the proposal stage of the potential web redevelopment project.

並列關鍵字

Branding ； strategy ； Rebranding ； Homepage ； Website development ； Persona ； Strategy canvas ； Blue Ocean Strategy ； Proposals

參考文獻

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Vaishnavi, V., & Kuechler, B., (2007), “Design research in information systems”, retrieved on 23rd of May, 2008 from http://www.isworld.org/Researchdesign/drisISworld.htm.

McCarthy, J. (1980). "Circumscription - A Form of Non-Monotonic Reasoning." Artificial Intelligence 13: 27-39 [as cited in Vaishnavi & Kuechler (2007)].

Hevner, A. R., March, S. T., Park, J. & Ram, S., (2004), "Design Science in Information Systems Research", MIS Quarterly, 2004(28), Pp. 86.