臺灣博碩士論文加值系統

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。

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.

Table of contents
List of figures iv
論文摘要 vi
THESIS ABSTRACT vii
1. Introduction 1
1.1 Background 1
1.2 Research context 3
1.3 Research objective 4
1.4 Design research guidelines 5
1.5 Structure of the thesis 8
2. Literature review 10
2.1 What is a brand? 10
2.2 Rebranding 14
2.3 Brand websites 16
2.4 Comparing brand websites 17
2.5 Strategy canvas & value proposition 18
2.6 The problem with comparing brand sites 20
2.7 A hypothetical example 20
2.8 Target personas 23
2.9 Putting the ideas together 24
3. Developing a methodology 26
3.1 The approach taken thus far 26
3.2 Why a case context? 27
3.3 How a traditional strategy canvas is constructed 28
3.4 Strategy canvas in our case study 29
4. Development & evaluation 31
4.1 Contention over existing personas 31
4.2 Relationship between designer & research 32
4.3 Personas in perspective 43
4.4 Research Output: Method 44
4.5 Persona development 45
4.6 Strategy canvas development 55
4.7 Instantiation: Global MBA homepage 67
5. Limitations & research extension 74
5.1 Persona map limitations 75
5.2 Interviews versus focus groups 76
5.3 Persona based strategy canvas limitations 77
5.4 Assumptions 79
5.5 Research extension 81
6. Conclusion 83
6.1 Contribution: addressing viability 85
7. References 87

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