tag:blogger.com,1999:blog-84036440359001416822024-03-05T10:37:50.166-08:00ICE奇謀人社群.網路.創業.心理.行銷Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-8403644035900141682.post-7027505588021562732013-01-19T16:06:00.001-08:002013-04-09T09:27:06.209-07:00從第一張低頭族罰單看 - LINE效應<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1Q5yCHrin_yJ0I8vmOdG2FuUc36hDRJInCiHTuhsyHwodE752UlPSyjocfw3696vvDodB5s1NX-Hq2kUVSTnq6i19JGLhwhtJmnIlX0SacKM5ajE_NgJ6xUUuZtTKe7dGNtBroGkt3SA/s1600/2944216770_76ca4d62ab.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj1Q5yCHrin_yJ0I8vmOdG2FuUc36hDRJInCiHTuhsyHwodE752UlPSyjocfw3696vvDodB5s1NX-Hq2kUVSTnq6i19JGLhwhtJmnIlX0SacKM5ajE_NgJ6xUUuZtTKe7dGNtBroGkt3SA/s1600/2944216770_76ca4d62ab.jpg" /></a></div>
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<i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="border-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin: 0px; outline-width: 0px; padding: 0px; text-align: left;">( Source: </span></i><strong class="username" id="yui_3_7_3_3_1358524182661_914" style="background-color: #fefefe; color: #222222; display: inline !important; font-family: Arial, Helvetica, sans-serif; font-size: 13px; font-weight: normal; line-height: 13px; margin-top: 0px; text-align: left;"><a href="http://www.flickr.com/photos/ed_o/2944216770/" id="yui_3_7_3_3_1358524182661_913" style="color: #0063dc; text-decoration: initial;">edosbornphotography</a> </strong><i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="border-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin: 0px; outline-width: 0px; padding: 0px; text-align: left;">)</span></i> <b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"> </span></b></div>
<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;">擷取1月1日的一段<u>蘋果</u>新聞:</span></span><br />
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<span style="font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="color: #444444; line-height: 21.94444465637207px;">台北市警方於1月1日凌晨零時十分,在基隆路一段開出全國第一張「低頭族」罰單,挨罰的女騎士需繳罰金1千元。警方表示,女騎士在基隆路一段35巷口時,竟然一邊慢慢騎車,一邊滑手機玩「LINE」...。</span></span></blockquote>
<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;">今年元旦,<u>台灣</u>開始取締<b>汽機車低頭族</b>,凡行進中用手持電腦或手機上網、玩APP、拍照、錄影者都屬違規,機車騎士罰1000元、汽車車主罰3000元。而這段報導中不幸成為開春第一炮的主角,她恰好在使用的APP,就是</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">「LINE」。</span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: medium; line-height: 22px;"> 騎車需要玩APP嗎 </span></b><br />
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<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;">「<b>低頭族現象</b>」是由<b>行動裝置、行動網路、APP應用</b>三者的普及化所形成。這些條件的成熟,讓我們在候診、排隊、等餐、坐車等生活中零碎的時間,都能上網得到最新的朋友或媒體資訊。但開車、騎車卻是另一回事,以前駕駛人或騎士拿起手機頂多是貼在耳邊通話,現在卻有</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">騎士邊騎車邊低頭看螢幕,兼手指觸碰滑動。</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">駕駛人理當不像乘客,能好整以暇地玩APP,且</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">哪來那麼多重要的訊息,可以讓駕駛行車時都忍不住分神盯著小螢幕呢?</span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;"><br /></span>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"></span>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 21.94444465637207px;">這種現象說明手機上應該有某些APP應用,已經達到無孔不入、能讓人「分秒必爭」,在很短時間內都願意騰出空檔使用的程度。而對這低頭族現象火上加油的元凶,很大一部分就是近年的</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">「</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">通訊軟體行動化</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">所造成。</span><br />
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> 臉書APP到LINE的轉變 </span></b> </span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">不論平台,過去的主流通訊媒介有簡訊、MSN、Yahoo即時通、Gtalk、Skype等等。由</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">於智慧型手機的革命,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">到了2012年手機上最高使用率的類通訊軟體是Facebook,但是近年火紅的WhatsApp、LINE等更簡單的聊天軟體,有後來居上的趨勢。像是推出未滿2年的</span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;">LINE,剛邁入2013年,其全球用戶將要突破1億大關。有了</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">LINE</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">、</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">WhatsApp、M+ Messenger</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">這類針對聊天的行動通訊軟體之後,使用起來就很像帶著自己的朋友圈趴趴走,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">走到哪邊都能關注朋友動態,插上一兩句話,這種便利性</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">對周遭朋友生活帶來很大轉變。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkWzn5E2LeAFAt-n7U7P8FRECOH4RfB8-iMg7Vipegz8j7Ejj2n1KrfFvcS9PNH6teIJUaSQBv8Jjh9xiYDRlVsiXj1Mfj-N4s5VbKKfYc6DvF_osfUwb1fDcCaCHHL5i1miaxbG-E4NM/s1600/a933d3f7-5382-40f7-b2f6-c8547bfd011b.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="339" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkWzn5E2LeAFAt-n7U7P8FRECOH4RfB8-iMg7Vipegz8j7Ejj2n1KrfFvcS9PNH6teIJUaSQBv8Jjh9xiYDRlVsiXj1Mfj-N4s5VbKKfYc6DvF_osfUwb1fDcCaCHHL5i1miaxbG-E4NM/s640/a933d3f7-5382-40f7-b2f6-c8547bfd011b.png" width="640" /></a></div>
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<span style="font-size: x-small;"><span style="background-color: white; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 22px; text-align: center;"><span style="border-width: 0px; color: #0d0d0d; line-height: 26px; margin: 0px; outline-width: 0px; padding: 0px; text-align: left;">LINE的Windows版聊天介面設計<i> ( </i><a href="http://www.windowsphone.com/en-us/store/app/line/a18daaa9-9a1c-4064-91dd-794644cd88e7" style="font-style: italic;">Source</a></span></span><strong class="username" id="yui_3_7_3_3_1358524182661_914" style="background-color: #fefefe; color: #222222; display: inline !important; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-weight: normal; line-height: 13px; margin-top: 0px; text-align: center;"> </strong><i style="background-color: white; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 22px; text-align: center;"><span style="border-width: 0px; color: #0d0d0d; line-height: 26px; margin: 0px; outline-width: 0px; padding: 0px; text-align: left;">)</span></i><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; text-align: center;"> </span><b style="background-color: white; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 22px; text-align: center;"> </b></span></div>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;"><br /></span>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">對比Facebook的豐富社群功能,其內容脫離不了<b>分享相片</b>、<b>打卡</b>、<b>微網誌</b>等範圍。而LINE從2011年中進入<u>台灣</u>市場便主打<b>免費網路語音通話</b>、<b>可愛貼圖</b>功能,在聊天為主的需求上有更快速、直接的優勢。從主打行動平台、表情貼圖、簡化流程上創新,改良了即時聊天體驗,讓使用者更能突破時空間限制,與遠方好友聊天變成更容易的事情,也就因此造成更多汽機車低頭族的行為了。</span><br />
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> LINE的社群思維 </span></b></span><span style="font-size: large;"> </span><br />
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<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">LINE的開發團隊</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">一</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;"><u>NHN Japan</u>,認為人與人在現實生活中</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.962963104248047px;">的</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">彼此關係,比網路的虛擬關係更加緊密,其設計社群範圍鎖定在使用者的真實交友圈,與Facebook的理念相近。但有別於臉書的<b>半開放式圖譜</b>(可透過朋友認識朋友),LINE的好友名單是來自手機的<b>通訊錄</b>,這些好友都屬於曾在現實中互動過,或</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.962963104248047px;">彼此</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">擁有手機號碼的</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">強連結</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">關係。與自己的同事、密友、家人們聊天或互丟狀態訊息,是很自然、合理的事情。而這樣平常的使用情境也創造了高黏性(只要有網路的時候都能在上面),能衍伸出很高的行銷、廣告價值,和</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">社交平台化</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">可能。</span><br />
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> 通訊軟體的其他運用 </span></b></span><span style="font-size: large;"> </span></div>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.962963104248047px;">相較傳統媒體須經過較長製作與傳播過程,手機APP在訊息傳播上有突破性的<b>效率</b>,其中聊天軟體又能滿足人們最基本溝通需求。原本LINE的誕生緣由,是在日本311地震發生後,開發團隊在混亂的災後發覺既有手機通訊方式仍有不足之處,而催生了LINE。在<u>台灣</u>的去年底</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.962963104248047px;">,</span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;"><u>台南市政府</u>便宣布與LINE合作,建立國內第一個<b>公部門官方帳號</b>,利用LINE作為<b>緊急訊息傳遞</b>、和平時的<b>政策行銷</b>工具。目的包括通知</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">緊急災難時市府處置狀況、</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">人員疏散、是否停班停課等;其次也作政策推廣、活動宣傳,讓民眾能掌握市府最新訊息。</span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;"><br /></span>
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">除了對大眾發布訊息更有效率外,著眼點</span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.94444465637207px;">也包含<b>降低成本</b>。以往市府單位發送簡訊主要鎖定公務員,但在開設LINE的官方帳號後,就能讓全台所有LINE用戶自由選擇加入,能隨時更新市府相關消息。對發布者而言,網路通訊耗費成本較廣發簡訊更低廉。</span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAy5rRZogyV1xqbBF8Ae_JtjJmMZ_n7Gf40xcKTPKAuiXXC8H2jDM9eO5SHV2_TOKt108vQ8QL4jyILtj-lBZcTerkOVL1WtCY6z6pJc-u6z160DIJ0DqvEWCx5aW7YCoPqe8LJdJHmhw/s1600/LINE.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAy5rRZogyV1xqbBF8Ae_JtjJmMZ_n7Gf40xcKTPKAuiXXC8H2jDM9eO5SHV2_TOKt108vQ8QL4jyILtj-lBZcTerkOVL1WtCY6z6pJc-u6z160DIJ0DqvEWCx5aW7YCoPqe8LJdJHmhw/s1600/LINE.png" /></a></div>
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<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif; font-size: xx-small;"><span style="line-height: 21.94444465637207px;">台南市政府在LINE設有官方帳號 <i>(source:自己)</i></span></span></div>
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> LINE的動向與隱憂 </span></b></span><span style="font-size: large;"> </span><br />
<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;">攻城掠地無往不利的LINE,早把目標放在全球市場,終於宣示要成為</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">「</span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;">Facebook般</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">」</span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;">的存在,於是展開了水平的<b>平台化</b>。</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">除了接連推出Time LINE、Home等社交頁面,也將發展遊戲、虛幣、內容、電子商務的服務。</span><br />
<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;"><br /></span></span>
<span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;">面對LINE這類以破壞性創新進入,隨後積極進攻Mobile社交市場的後進,老大</span></span><span style="color: #0d0d0d; font-family: Helvetica Neue, Arial, 微軟正黑體, Microsoft JhengHei, Microsoft YaHei, Lucida Grande, Lucida Sans Unicode, sans-serif;"><span style="line-height: 21.981481552124023px;">Facebook一定按捺不住,相信<u>台灣</u>的使用者很快就能看到Facebook針對其Messenger功能所推出更簡單、又</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">結合</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.94444465637207px;">」前述聊天</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 21.981481552124023px;">軟體優點的新版本APP了。<br /><br />雖然手機聊天軟體受到歡迎超乎想像,但是其無縫銜接社交圈的便利程度,卻也對日常生活造成干擾,在專注時被打斷的頻率增加,最終可能導致許多忙碌的上班族群關閉此服務。</span><br />
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Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-5328729112527341632012-05-24T13:53:00.001-07:002013-01-27T14:02:19.867-08:00團隊作戰時代 ─ 戰艦與英雄聯盟<span id="goog_733235447"></span><span id="goog_733235448"></span>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIJQcRaB6XEQjYj5VejKJ7wrWRKC7R9x49orK22-NiGL2nE5vt5rZuqdLPMufO_lYlaTu6kHb2o-KSRE2fLHP3u5_iTq30bBQs4xSZIRI7qcccUpp2Q3acH43dcF5iButELCQbXBGwRyU/s1600/i1917686.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIJQcRaB6XEQjYj5VejKJ7wrWRKC7R9x49orK22-NiGL2nE5vt5rZuqdLPMufO_lYlaTu6kHb2o-KSRE2fLHP3u5_iTq30bBQs4xSZIRI7qcccUpp2Q3acH43dcF5iButELCQbXBGwRyU/s640/i1917686.jpg" width="640" /></a></div>
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<i style="background-color: white; font-family: "Helvetica Neue", Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">( 圖/公關照</span></i><i style="background-color: white; font-family: "Helvetica Neue", Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">)</span></i> </div>
<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> 超級戰艦的啟示</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">前些日子抽空去看了《超級戰艦》。雖然全片充滿濃厚的<u>美國</u>海軍宣傳意味,但從皆屬對抗外星人題材來看,有別於空軍耀武的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">IDF星際終結者</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》和陸軍揚威的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">變形金剛</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》,以海軍船艦為主軸具有新鮮感</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。不少</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">人拿此片跟當紅的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">復仇者聯盟</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》相比</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">,都歸類在<u>美國</u>自high、特效爽片。但我仍被某些</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">劇情感動,引發很多思緒,整體來說是關於<b>「團隊」</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。</span><br />
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">男主角<u>哈波</u>個性衝動魯莽,不具備任何英雄般的才能,事實上是個只會幹架的莽夫。他的大膽特質卻意外貢獻在面臨外星武力的強勢威脅時,能領導全艦挑戰恐懼,用跳tone的戰術收奇襲之效。但也只是領導而已,此片不只讓男主角大逞威能:還有賴<u>日本</u>指揮官<u>山田</u>的協力指揮與追蹤奇技、<u>蕾哈娜</u>精確即時的武器控制、卒仔觀測員也搶了不少鏡頭。甚至不在主線的金髮女主角也拒當花瓶,與膽小的科學家丑角、雙腿殘廢的退役黑人軍官,聯手阻止外星人與母星通訊。最後連退役的一群海軍老水手們,都拖著滿身皺褶請纓作戰。這些配角都肩負了促成勝利的關鍵因素,此片呈現的是「<b>團體作戰」</b>成果,均衡了每位角色重要性,有別</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">於</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">聚焦</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">男主角個人的英雄片。</span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large; line-height: 22px;"> 我,要參與其中 </span></b><br />
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<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">這次的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">復仇者聯盟</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》恰好</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">也是一個team,每位英雄各擅所長,只要團結一心必能把外星軍隊踢回老巢。帥氣的英雄陣容令人振奮</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">,最終,</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">世界再次有賴這群超級英雄們來拯救。然而</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《超級戰艦》傳達的是,不論你、我等任何平凡的角色,只要願意挺身而出,都能對全體產生貢獻。片中最觸動我的一幕,是雙腿裝義肢的黑人退役軍官,面對全身金屬盔甲的外星人來算帳,在未知恐懼、沒有武器甚至殘障的劣勢下,他勇敢地抬起胸膛、直視對方,然後近身肉搏。我關心的是,此刻他心裡因著什麼而勇敢?是榮譽、奉獻、保護、責任或是<b>參</b>與感?</span><br />
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<span style="font-size: x-small;"><b style="background-color: white; color: #0d0d0d; font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;">出演</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">《</span><b style="background-color: white; color: #0d0d0d; font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;">超級戰艦</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">》</span><b style="background-color: white; color: #0d0d0d; font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;">的真實軍官</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">—加德森中校</span></span></div>
<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> 從電影到線上遊戲 </span></b> </span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">回來談談網路相關issue。我認為</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">超級戰艦</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》說</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">的,與時下流行的Online Games有相同元素。網路遊戲其實是很早就讓年輕人體驗到「<b>合作」</b>的平台,雖依類型區隔各有不同主題元素,但漸漸的,你會發現目前最當紅的OLG都具有此共通點─「<b>團隊作戰</b>」。</span><br />
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">我大學時期最熱門的遊戲,是以</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">魔獸爭霸</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">為平台做的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">三國</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">與</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">信長</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」,這類DOTA遊戲分為兩個陣營,兩邊團隊對攻,以先拆掉對方主堡為勝。有</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">了</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>共同</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>目標</b>,就衍伸出各式團隊戰略(快攻、圍殺、穩守),每人的角色肩負不同任務:<b>力量型</b>的英雄當肉盾、<b>法師</b>大範圍輸出與補血、<b>敏捷型</b>英雄擅長游擊與偷襲。後來在RPG類型的遊戲如</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《魔獸世界</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">,也發展出易懂的<b>主坦</b>(血厚負責吸引砲火)、<b>補師</b>(負責補血)、<b>輸出</b>(負責殲敵)等角色分工方式。為什麼這些線上遊戲產生了相同的演化特徵?</span><br />
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> 英雄聯盟</span></b><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">LoL</span></b><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">的崛起 </span></b> </span><br />
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<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">上一代最成功的線上遊戲,就是常勝軍Blizzard出品的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">魔獸世界</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。而現下最火紅的遊戲(</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">才剛上市的D3</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15px; line-height: 21px;">不算</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">)非DOTA類型的</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">《</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">英雄聯盟</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》莫屬了</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。今年初,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">Riot Game宣布旗下《英雄聯盟》以1100萬活躍玩家,超越《魔獸世界》,2年左右的時間創下此里程碑,可以說它讓DOTA類型的遊戲終於橫掃世界、開花結果,</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">此款遊戲必有獨到之處。包含優秀的平衡度、自由度、快節奏與不斷新增的角色等,LoL結合多種優點提升了整體耐玩性。</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><span style="color: #0d0d0d;">令人眼睛一亮的是,它也提升了女性玩家對DOTA遊戲的接受度,從各篇網路數據推估女性玩家占了1~2成,在對戰型遊戲中是難得的比例。是否LoL具有什麼特點讓無論男女都為之癡迷? </span><span style="color: #666666;"> <span style="font-size: x-small;">※</span></span></span><span style="font-size: x-small;"><span style="color: #666666;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">補充參考:</span><a href="http://tw.meetgee.com/Topic/List.aspx?GameID=2005026&CategoryID=2020616" style="font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;" target="_blank">十個你應該玩LoL英雄聯盟的理由</a> / </span><span style="color: #666666; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">MeetGee網</span></span></div>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">宏觀一點來看,DOTA遊戲已經演化成極度適合<b>電子競技</b>的項目。就像各種競賽運動一樣,它也是一種<b>「Sport</b></span><b style="color: #0d0d0d; line-height: 22px;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">」</span></b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">、</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「</b><b><span style="font-family: Arial, Helvetica, sans-serif;">A</span></b><span style="color: #0d0d0d; line-height: 22px;"><b><span style="font-family: Arial, Helvetica, sans-serif;">t</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">hletics」</span></b><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">。不管玩家打3V3、5V5,或合作對電腦,你都必須與夥伴攜手與敵競爭,這是講究「</span><b style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">團隊合作」</b><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">的Game。參與其中的每個人都關乎勝敗存亡,需要良好的戰術、全員分工配合才能創造贏面,也就是說 —「</span><b style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">每個人都至關重要</b><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">」。</span></span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><br /></span>
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<span style="background-color: #cc0000; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"> </span><span style="background-color: #cc0000; color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>「因為我們是夥伴。」 ─ 蒙其.D.魯夫 </b></span></blockquote>
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> OLG的殺手級魅力 </span></b> </span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">以往玩家花長時間投入線上遊戲的動機,包含娛樂性、逃避、殺時間、同儕號召、社群等無形吸引力;還有很大因素是玩家可以在遊戲內做到現實生活中做不到的事情,情感投射</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">獲得成就感。而現在,如果一個OLG不能進一步滿足團隊<strong>互動</strong>、<b>分工</b>、<b>競技</b>的需求,可能就落伍了。「<b>團結力量大</b>」意指透過群策群力,比個人單槍匹馬更能完成任務,放大力量以達成目標就是對個體的<b>外在</b>誘因;而組成團隊、競技的過程能滿足個體的<b>內在</b>誘因,包含:歸屬感、參與感、認同感。</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;"><b>想對團隊有貢獻</b></span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">」、</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「<b>能與夥伴互相扶持</b></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">」、</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「</span><b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">想讓</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">對手敬畏</span></b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">這些就是我認為</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15px; line-height: 21px; text-align: left;">《</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">英雄聯盟</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">》受歡迎的背後因素。</span><br />
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<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">【附註】</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">事實上,人類從形成社會、國家,或組成企業,就是因需要分工合作並參與競爭;而在OnlineGame的虛擬世界,也演化出了團體競技。如果人們都在說這是講求合作的世代,網路上已出現Wiki這類<b>協作產出</b>的平台,那麼</span><b style="color: #0d0d0d; font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;">社群網站</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">在這樣的演化趨勢</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">中可能會</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">缺席嗎?這是我</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">們欲</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">創新社群網路服務的一大理由,因為SNS還存在新型態的進化空間,而我們認為</span><b style="color: #0d0d0d; font-family: "Helvetica Neue", Arial, 微軟正黑體, "Microsoft JhengHei", "Microsoft YaHei", "Lucida Grande", "Lucida Sans Unicode", sans-serif; line-height: 22px;">群策群力、眾志成城</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">是最美好的可創造元素。</span><br />
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Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com1tag:blogger.com,1999:blog-8403644035900141682.post-64662050516805797232012-03-15T12:29:00.019-07:002012-05-01T05:27:49.558-07:00留住使用者 ─ 打造第三空間<div class="separator" style="clear: both; text-align: center;">
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<i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">( by my own,台糖烏樹林</span></i><i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">)</span></i> </div>
<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 實體店面的演進</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">去年為止,<u>全家便利商店</u>與<u>7-11</u>店內有增設座位的門市已超過八成。為了留住顧客,便利商店一反過去</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">坪效至上</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">的觀念,除了擴大坪數,還開放廁所、推出更多鮮食和組合餐,又裝設WiFi供客戶逗留上網。<u>誠品</u>書店除了賣書,也辦畫展、演講,結合咖啡、美食,<u>敦南</u></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">旗艦</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">店首開先例的24小時營業後,則引起全台不打烊書店的風潮。這些改變已影響了不少人的生活習慣,半夜趕報告的人隨時可以到<u>誠品</u>的cafe點杯咖啡、沉澱心靈;忙於通勤的上班族,可以在便利商店坐下來吃完早餐、上一下網。</span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 爭取第三空間</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">不只國內,更早外商企業也有類似做法。IKEA設有舒適的美食與休息區;<u>星巴克</u>同樣不怕客戶逗留,店內滿滿可見討論公事、或看書、或閒聊的人。</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">這些留住顧客的策略轉變,它們的共通點在於都企圖營造</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-weight: bold; line-height: 22px;">第三空間</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">﹙</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;">The third place</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">﹚</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>」</b>─人們最熟悉的第一空間是<b>家</b>,第二空間是<b>工作場所</b>,但其實很多時候我們想要一個令人放鬆、自在無壓迫,又有吃有玩的<b>第三空間</b>。當</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">品牌</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">商店成為人們熟悉的第三場所,能增加主客交流、體驗、消費,也更切合</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">貼</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">近消費者</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">的箴言。</span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> 與社群網路的關聯 </span></b><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">這是實體店面的經營之道,跟<b>社群網路</b>有什麼關聯?大有關聯</span> ,<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">以往經營網站是</span><b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">有人潮就有錢潮</span></b><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」,</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">人潮可以帶來廣告點擊或更多的線上交易,無論你是過客或常客,只要符合當下需求就可能促成交易</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">但在Web的社群應用成熟之後,如果你想經營<b>社群</b>,那這句話應該改成</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;">「留住人潮才有錢潮</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」。第三空間</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">的思維適用於社群網站,特別是使用者花在社交網站的<b>平均時數</b>節節上升的今日<b>,</b></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">留住使用者對社群網站的產品和營收面至少有三層意義:</span><br />
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<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">提供<b>持續性</b>的服務:使用者若能在網站從事例行或連續性活動,較容易</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">重複造訪使用。</span></li>
<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">創造</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>多樣化</b>的服務:當</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">停留在網站的時數增多,願意在此從事其他消費的機率就增多。</span></li>
<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">設計</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">自由度</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">的服務:使用者依喜好打造個人內容空間成為累積性資產後,會更難離去。</span></li>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaE0TwizTLKuHnhjcRq09XLPh7Xc6zOEy4-JruomFPLlYzkbD-ugEPRR2aym-BC5KLCVAkXpbJ3bH0E0_Htg3YnRc-OH93Ar1Snu66GA13guQxS9l0Zmn7zj6mG2C81AeMF6cLeK6taRY/s1600/%E7%AC%AC%E4%B8%89%E7%A9%BA%E9%96%93the+third+place.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaE0TwizTLKuHnhjcRq09XLPh7Xc6zOEy4-JruomFPLlYzkbD-ugEPRR2aym-BC5KLCVAkXpbJ3bH0E0_Htg3YnRc-OH93Ar1Snu66GA13guQxS9l0Zmn7zj6mG2C81AeMF6cLeK6taRY/s1600/%E7%AC%AC%E4%B8%89%E7%A9%BA%E9%96%93the+third+place.png" /></a></div>
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<a name='more'></a><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">上Yahoo讀新聞、看氣象、逛商城等天天都會有的需求,讓我們習慣定時造訪;有了社群網路後,就多了每天上網</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">找朋友</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">、在<u>噗浪</u>關注朋友動態、<u>推特</u>follow名人文章;</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">Facebook是目前最能讓使用者停留的社交平台,所以能吸引遊戲開發商,透過如販售虛寶來創造多樣營收;</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><u>愛情公寓</u>,除了滿足戀愛交友需求外,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">透過家具</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">、裝飾、寵物等虛擬道具,</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">讓妳自由打造愛的小窩,十足讓人以此為第二個家的浪漫氛圍,帶來了廣告、會員費、道具付費等多元營收管道。不專攻吸引眼球,而是吸引使用者回訪與停留,才是這些社交平台的強項。</span><br />
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<span style="font-size: large;"><b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 生活中的社交場所 </span></b> </span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">這也是為何當在討論一個社群網站的表現時,重要的是觀察<b>回訪人數</b>、<b>停留時間</b>、<b>平均使用時數</b>,即</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>使用黏性</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」。因為社群網站就是讓<b>人與人互動</b>的第三空間,<b>黏性</b>決定了它的營收潛力。就像我們會與朋友同事約在巷口的咖啡店聊天交際,社群網站可以是與人交往的空間,是討論議題的論壇,是逃避無聊的場所,是關心朋友的窗口...。所以</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">如果你要做社群平台,不只是經營一個網站,記得你可以打造</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>日常生活中的第三空間</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">。</span></div>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-85570938071963594042012-03-07T16:41:00.031-08:002012-12-06T15:08:51.753-08:00當第一,別追趕對手 ─ Google+的麻煩<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.flickr.com/photos/johnmcnab/5120984266/" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7eD8Z7SmhsIWT7qVBeAZmI-N63TdKGdplm3CwyTKJc7bnafEHVICrmF_K-g6a-QPe-9CnLTjxXCaDlA78DB66fCCC4UDDCA-yxuhG-UTbh8f6T7Dx-HbTcQN1dOEy0dpoYIRKh8nl2mA/s1600/5120984266_e7dce5daa1.jpg" /></a></div>
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<i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">( via </span><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; font-size: 12px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><span style="color: #4c1130;"><a href="http://www.flickr.com/photos/johnmcnab/" target="_blank">John McNab</a></span></span></i><i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"> </i><i style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">, CC License)</span></i> </div>
<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> Google+的挫敗</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">最近<a href="http://www.ettoday.net/news/20120301/28432.htm#ixzz1oGpydp62" target="_blank">國內新聞</a>檢視Google+上線半年來的成績,相較於Facebook用戶每月花405分鐘使用的熱度,Google+使用者平均每月僅使用3分鐘,兩者相差距達百倍,可以說社群大戰的第一回合Google已敗給Facebook。儘管Google+在註冊人數持續進步,但從<a href="http://www.comscore.com/Press_Events/Presentations_Whitepapers" target="_blank">ComScore</a>對新社群網站的使用時數成長</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">調查中,可發現後起之秀如<a href="http://pinterest.com/" target="_blank">Pinterest</a>、<a href="https://www.tumblr.com/" target="_blank">Tumblr</a>的使用時數成長超越Google+;其它中生代如Twitter、LinkedIn的使用時數也險勝Google+。從這結果其實很快能粗略歸結Google+居劣勢的原因,正如之前<a href="http://moretactics.blogspot.com/2011/11/facebook.html" target="_blank">雙邊市場(1)</a>文中強調的劣勢—G+和Facebook同質性過高。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjLVGvFwSzBxx9V00bu0NGSFLoh9SssKJaXknYrkhMqBaPz3FzuOkz9yTKn4rgAzvChA8cSgMRFBF8hV9n_-YIWcM1jr59s3qdSIk7BFDML5YHYWQKMBJ4WCvKUylALKZSNwHqw-TqLlE/s1600/2011%25E4%25B8%258B%25E5%258D%258A%25E6%2588%2590%25E9%2595%25B7%25E6%259C%2580%25E5%25BF%25AB.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="353" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjLVGvFwSzBxx9V00bu0NGSFLoh9SssKJaXknYrkhMqBaPz3FzuOkz9yTKn4rgAzvChA8cSgMRFBF8hV9n_-YIWcM1jr59s3qdSIk7BFDML5YHYWQKMBJ4WCvKUylALKZSNwHqw-TqLlE/s640/2011%25E4%25B8%258B%25E5%258D%258A%25E6%2588%2590%25E9%2595%25B7%25E6%259C%2580%25E5%25BF%25AB.png" width="640" /></a></div>
<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 社群大戰新銳竄出</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><u>臉書</u>稱霸後,在社群大戰的創新軌跡中,</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">LinkedIn瞄準上班族這塊人力市場,用「工作」來連結人與人而有所斬獲;</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">Twitter用帶有個人媒體性質的單向連結模式佔據一席,後有<u>新浪微博</u>跟進。隨著Google+加入戰局,市場期待著能再有創新者興起波瀾,結果這一年來有更年輕的平台再次演示創新典範:</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><a href="https://www.tumblr.com/" target="_blank">Tumblr</a>透過輕量地</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">Reblog</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">(轉貼內容)找出在微網誌與部落格間的定位</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">;</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><a href="http://pinterest.com/" target="_blank">Pinterest</a>則透過</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">Repin</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">(轉錄剪貼)收藏各種圖文,也創造出新定位—</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">網路剪貼簿</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">;兩者除了採用較新的美觀介面外,更重要是它們整合成了創新的應用,滿足不同的需求換來高速成長。</span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 見樹難見林</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">也許差異化總是新產品想取得成功的切入點,但Google當初以Google+加入社群大戰,也試圖做出改良,如推出Circle社交圈、Hangout多人視訊與及介面的美化,直到目前為止,為何仍欠缺讓更多人轉換平台的說服力?或許,現時Google+已陷入一種追逐對手的泥淖之中,<u>哈佛</u>行銷學教授Youngme Moon的理論恰可解釋這種現象:</span><br />
<blockquote class="tr_bq">
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><i>"隨著產品類別成熟,企業開始出現群體行為,產品加強的方式難有太多變化,他們忙於將同質性用細微的差異來包裝,只能<b>「重複加強」</b>與<b>「競爭性複製」</b>,似乎沒有發現其宣言不再能說服人...。" </i></span></blockquote>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXULxPqV0MnZ6XB-eDozujyUKKDNpfsgNHHTr44y-M_42IuYYja2Nv6juNZ_xrdMRGMNngrIg4Kv722uJGVB9dXUcNWiVz8mw6A6e2zeNue2AQ7xiVBECLwN75uhogL7hOVcisBBPywkM/s1600/%E9%99%84%E5%8A%A0%E5%BC%8F%E5%8A%A0%E5%BC%B7.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXULxPqV0MnZ6XB-eDozujyUKKDNpfsgNHHTr44y-M_42IuYYja2Nv6juNZ_xrdMRGMNngrIg4Kv722uJGVB9dXUcNWiVz8mw6A6e2zeNue2AQ7xiVBECLwN75uhogL7hOVcisBBPywkM/s1600/%E9%99%84%E5%8A%A0%E5%BC%8F%E5%8A%A0%E5%BC%B7.png" /></a></div>
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 當差異化變成肉博戰</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">當時G+「社交圈」推出不久,<u>臉書</u>也隨即改良了自身的社交管理功能。Hangout視訊的功能傳出後,<u>臉書</u>又著手改善了視訊與聊天介面;Google+接著追隨<u>臉書</u>推出「遊戲」,後還有仿效<u>粉絲團</u>的「品牌專頁」,兩家競逐下的態勢幾乎符合Moon教授描述<b>「附加式加強」</b>的狀況。</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">其實這樣的產品策略,已遠離了Google起家時對搜尋引擎做創新的逆向思考精神,</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">變成在相近的產品概念下去追逐第一名。如此,在<u>臉書</u>的規模領先優勢下,無怪乎Google+陷入窘境。</span></span><br />
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<b style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> Google+的下一步</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white;"> </span></span></b></div>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">這樣的策略是自信或是有苦衷?也許Google有苦衷必須正面迎擊對手,或產品拼圖尚未完成,但Google+不論產品本身或行銷都還得加強才能扭轉劣勢。之前我認為Google這類龍頭企業的缺點,包含了不屑為推廣新產品投入地區行銷活動,然而就在三月初見到:</span><br />
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><a href="http://www.gomeichu.com/" target="_blank"><img border="0" height="436" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjb3lv7cz9PugNiNu53VudS-HD29jNgdiWijdH_bZQnxGlP_dUTgugymoAeJ05QjZQKlRv9-FjpAVhaE_e7D6hU7ZE39aST6DD2n-p3uJ3b1eUIWEjHJlTKcNY4v8Sd3Akz-jS0zUu_MKw/s640/G+%E6%A2%85%E7%AB%B9%E5%B0%8E%E5%BC%95%E9%A0%81.png" width="640" /></a></span></div>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">上圖是Google<u>台灣</u>為今年</span><u style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">清交梅竹賽</u><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">製作的活動首頁,是為了推廣「Google+專頁」所做的行銷,可見Google+此時仍在想方設法拯救人氣。除了透過行銷拉動,關鍵還在產品能否整合出更大的創新應用。而現狀帶來的啟示還包含─ 究竟</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px;">差異化要到何種程度才夠?社群網站又有哪些區隔方向?我自己歸納出一些方向,可在後文的<u>雙邊市場(2)</u>中結合<b>泛舟模型</b>分享。</span></div>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="font-size: 16px;"><br />
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px;">【附註】對Youngme Moon理論有興趣者,可參考</span><u style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px;">先覺</u><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px;">出版的【<a href="http://www.bookzone.com.tw/Publish/book.asp?bookno=msca0063" target="_blank">哈佛最受歡迎的行銷課</a>】。</span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="font-size: 16px;"><br />
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Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-84919658182150110762012-02-23T08:13:00.025-08:002013-01-19T17:09:04.931-08:00可用性創新(2) ─ 重視腦容量<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0SxpbXSGD5NvL5ZPBrAnhoZVOyFthy7Q5wyZbYF3YouDHtlzDIjGLNGP4SCEn34Z_a1NOovExDL-DDOgBa5pRDcl3XeaStb9LURVYw_L4d3TCAAYhjcYQGMNu0Sibz1ikY5lq-XEdPJg/s1600/4979053442_d1a4037f9e_z.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0SxpbXSGD5NvL5ZPBrAnhoZVOyFthy7Q5wyZbYF3YouDHtlzDIjGLNGP4SCEn34Z_a1NOovExDL-DDOgBa5pRDcl3XeaStb9LURVYw_L4d3TCAAYhjcYQGMNu0Sibz1ikY5lq-XEdPJg/s640/4979053442_d1a4037f9e_z.jpg" width="640" /></a></div>
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<i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 16px; line-height: 22px; text-align: center;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">(via </span></i><a href="http://www.flickr.com/photos/53344659@N05/" ywaonclickoverride="true"><i>sheilapic76</i></a><i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">, CC License)</span></i></div>
<b><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> 你還記得哪些?</span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span><span style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px;"> </span></span></b><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">2012台灣總統大選過後至今才1個多月,你還記得哪些候選人的政見嗎?若問我記憶所及,除了「黃金十年」、「非核家園」這些主標語之外,對內容我能進一步展開的僅有<u>宋楚瑜</u>先生提出的</span></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">三中政策</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"> ─</span> <span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">照顧中產階級、中小企業、中低收入戶族群。好的口號確實能幫助推廣與記憶,而若想讓目標對象在有限時間內理解更多資訊並形成印象,秘訣便是對材料做整合式的</span><b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">分組</span></b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>」</b>。想親身感受分組對記憶的幫助,你可以做做下圖的小測試:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvG7lvk_NcjVYwndJO5LxTS5WF85ocEDgi2RKVsyV0_p8TdBtxiNxceZS16cS_mRxTJ7W3s59MgZca6VA7RWdram4X5etRnTqdIieaqf7_npoimaBVgvum5WSuZYLBSRj-JwuPjN0hDF8/s1600/%E5%A1%8A%E7%B5%84%E8%A8%98%E6%86%B6%E6%B8%AC%E8%A9%A6.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvG7lvk_NcjVYwndJO5LxTS5WF85ocEDgi2RKVsyV0_p8TdBtxiNxceZS16cS_mRxTJ7W3s59MgZca6VA7RWdram4X5etRnTqdIieaqf7_npoimaBVgvum5WSuZYLBSRj-JwuPjN0hDF8/s1600/%E5%A1%8A%E7%B5%84%E8%A8%98%E6%86%B6%E6%B8%AC%E8%A9%A6.png" /></a></div>
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<span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><b> 腦容量與塊組記憶</b></span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span></span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><u>美國</u>心理學家<b>Miller</b>,曾提出人類短期記憶的容量為7±2單位,「單位」可以是字元、單字、多位數、特殊詞。也就是說一般情況下,人每次只能記住上限為9的單位量,但若將材料進行分組,你能記入的資訊量就會變多,這便是</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>「</b></span><b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">塊組</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">記憶</span></b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">﹙</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">Chunking﹚</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">」</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">;上圖的</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">Test2就將12位數字分成3組,減輕數量負擔。進一步,若釐清各單位間的關聯性做整合,藉助人腦的習慣與長期記憶,還能提升記憶的效率;如圖中的Test3,便利用了我們平常對於樂透彩號的分組印象,別忘了</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><a href="http://moretactics.blogspot.com/2011/11/blog-post.html" target="_blank">習慣</a></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">是排在首位的。</span><br />
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<span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><b> 分組減輕大腦負擔</b></span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span></span> <br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">分組</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」對改善網站的可用性處處受用,重點在透過分類幫使用者整合好網站內容,留意使用者一次能接收多少的資訊量。所以,先將拜訪你網站的使用者分類、替他們欲找尋的內容進行分類、將網站的功能分類、把網站的連結層級做好分類,這一切都是為了讓拜訪者能遇到最少阻礙地完成任務。同時還要留意過多的分組反而會讓訪客眼花撩亂,因此你還能參考另一簡易的原則 ─<b>「事不過三」</b>法則...</span><br />
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<span style="background-color: #990000;"><b><span style="color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">一鼓作氣</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;"><span style="color: white;">,再而衰,</span><span style="color: yellow;">三</span><span style="color: white;">而竭</span></span></span></b><span style="color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>」 </b></span><span style="color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;"> </span><span style="color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; font-weight: bold; line-height: 22px;">─《左傳》</span></span></blockquote>
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<span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large; line-height: 22px;"><b><span class="Apple-style-span" style="background-color: #cfe2f3;"><span style="color: #0d0d0d;"> 事不過三符合惰性</span><span style="color: #0d0d0d;"> </span></span><span style="color: #0d0d0d;"> </span></b></span><br />
<b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">事不過三</span></b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>」</b>就是凡事不做超過三次,在處事態度及原則上,</span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">中國文化受數字「三」的影響非常微妙。</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">也許中國自古將三視為</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><b>禮</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">的數字,潛移默化地培養了人們</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;"><b>事不過三</b></span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">的行動準則,俗諺也有:</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">再一、再二、不再三</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">」</span><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">。這下好了,一方面人腦有慣性、一方面腦容量有上限,乾脆就讓它事不過三吧!來看看這法則怎麼應用在網站上:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2ziNbDfUFKjniwInoDUFqvSs3N2qmtOxPNNfLKFjkTS5yyCBQBnH7fz-aRnLpFhP3WUcOxuCUr66lOCGtFpH3ZeVIprbW9qaU0fCfucNp45Axh5AHMxEIvlbZKJwCe9EvXmAD0-zMXxc/s1600/%E7%84%A1%E5%90%8D%E6%94%B9%E7%89%88.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="463" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2ziNbDfUFKjniwInoDUFqvSs3N2qmtOxPNNfLKFjkTS5yyCBQBnH7fz-aRnLpFhP3WUcOxuCUr66lOCGtFpH3ZeVIprbW9qaU0fCfucNp45Axh5AHMxEIvlbZKJwCe9EvXmAD0-zMXxc/s640/%E7%84%A1%E5%90%8D%E6%94%B9%E7%89%88.png" width="640" /></a></div>
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<i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 22px; text-align: center;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">(via </span><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;"><a href="http://www.wretch.cc/" target="_blank"><span style="font-size: x-small;">無名小站</span></a></span></i><i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 16px; line-height: 22px; text-align: center;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">)</span></i> </div>
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">你一定對上圖這種首頁不陌生,用來彰顯訴求的首頁,常用的便是<b>事不過三</b>法則。把網站的重點功能濃縮、整合成三大類來與使用者溝通,較能收到好的成效。也有些網路服務,主打功能是改善某項行為流程,建議把這類流程簡化成三步驟以內。例如<b>相簿服務</b>可以將動作流程拆解為三步驟:<b>照片上傳</b>→</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">拖曳排列</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">→<b>編輯</b></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">,流程越短對任何人都越容易快速上手</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">。</span><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">【注意】</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">三</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">有時僅</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">做</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">參考值,意義在精化、縮短,並非用二或四就不可行。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKkN2bvwHF3SpJGTBi1E7MimB3_3IiPZ0ISMm0NUcD-bv6DdM6irNp46ZpwveSK34y7wjGTmRpNHSL9nSM3yug7X0wt7dJtmr85SIdu-C64ujimATa5CgJE5LIseJ41Kdsbk3srqSrLR8/s1600/FB33%E4%BB%8B%E9%9D%A2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="255" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKkN2bvwHF3SpJGTBi1E7MimB3_3IiPZ0ISMm0NUcD-bv6DdM6irNp46ZpwveSK34y7wjGTmRpNHSL9nSM3yug7X0wt7dJtmr85SIdu-C64ujimATa5CgJE5LIseJ41Kdsbk3srqSrLR8/s400/FB33%E4%BB%8B%E9%9D%A2.png" width="400" /></a></div>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">注意到上圖的Facebook各操作區功能分組,也有意無意地符合「事不過三」原則了嗎?最後就運用此法則,對網站規劃再提出三點建議:</span><br />
<ol>
<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">網站的註冊流程不要超過三步 → step1、step2、step3,done!</span></span></li>
<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">網站的連結層次不要超過三層 → 連來連去不怕迷路嗎?</span></span></li>
<li><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;">網站的主代表色不要超過三種 → <span style="background-color: red;"> </span><span style="background-color: #6aa84f;"> </span><span style="background-color: #a64d79;"> </span><span style="background-color: #f1c232;"> </span><span style="background-color: cyan;"> </span><span style="background-color: lime;"> </span><span style="background-color: #274e13;"> </span><span style="background-color: #fce5cd;"> </span><span style="background-color: magenta;"> </span><span style="background-color: #660000;"> </span><span style="background-color: #45818e;"> </span><span style="background-color: #20124d;"> </span><span style="background-color: white;"> 看了是否眼花撩亂呢?</span></span></span></li>
</ol>
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<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; line-height: 22px;">若處處留心人的慣性與限制,則處處都能做出改善,僅用上列三點,拋磚引玉。</span><br />
<span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="line-height: 22px;"><br />
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Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-72780598290266036222012-01-16T02:03:00.002-08:002012-03-15T13:24:15.279-07:00減法才是王道嗎?─ Kano品質模型<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit1SXsndfV-coDFvLcbDIXxftNfe9_OIJLUbjpkH4JxbYBZfBNNP5Hvk0t56Qrloh3nkrrR7BAv_wwjv2FQ5Lgp9Eg7LEJmAdjMN9RXrvOg7GB_yRGEz3kiHKxNbBw3zCobuzAFgQBaiQ/s1600/federation_building_materials_47828_o.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEit1SXsndfV-coDFvLcbDIXxftNfe9_OIJLUbjpkH4JxbYBZfBNNP5Hvk0t56Qrloh3nkrrR7BAv_wwjv2FQ5Lgp9Eg7LEJmAdjMN9RXrvOg7GB_yRGEz3kiHKxNbBw3zCobuzAFgQBaiQ/s1600/federation_building_materials_47828_o.jpg" /></span></a></div><div style="text-align: center;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><i style="background-color: white; font-size: 16px; line-height: 22px; text-align: center;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">( via </span></i><i><a href="http://www.everystockphoto.com/photo.php?imageId=47828&searchId=efe79c321127e9bcc1ad7f6956d52ca6&npos=36" target="_blank"><span style="background-color: white;">Meme</span><span style="background-color: #f7f7f7; border-color: initial; border-image: initial; border-style: initial; color: #4c1130; font-size: 12px; outline-color: initial; outline-style: initial; text-align: -webkit-auto;">!</span></a> </i><i style="background-color: white; font-size: 16px; line-height: 22px; text-align: center;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">, CC License)</span></i> </span></div><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">我有這麼一則童年經歷:</span><br />
<blockquote class="tr_bq"><span style="color: #444444; font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">大概還在幼稚園階段,有一次我跟表姊搶玩具發生爭吵把姊姊弄哭了,結果爸爸過來執行家法,他拿著棍子指著我問:「你是故意的還是不小心的?」但是那時候我還小,根本搞不懂<b>故意</b>、<b>不小心</b>所代表的意義。我當下心裡很緊張,內心OS著:「選個<b>字數較少</b>的好像比較安全」,於是我回爸爸說:「我是故意的!」然後,我就被狠狠教訓了一頓‧‧‧。</span></blockquote><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">這故事告訴我們,減法沒有比較好!好啦,雖然只是笑話,但我想談的主題就是:在規劃產品時,對於哪些feature該添加或減少應視目的而定,並非簡化才是王道。記得<b>藍海策略</b>嗎?藍海策略的行動架構是<b>創造</b>、<b>消除</b>、<b>增加</b>、<b>減少</b>。但若從產品整體來看,到底哪些</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">地方</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">是該創造、增加,哪些</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">項</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">目</span><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">該消除、減少呢?</span><br />
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<b style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> </span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;">品質創新從兩種維度 </span></span></b><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">我最常運用的架構是品管裡有名的<b>狩野紀招模型 </b>(Kano Model)。狩野模型也稱<b>二維品質模型</b>,不同於傳統一維品質觀的 ─ 品質越好,User滿意度就越高;狩野模型的創意在於強調品質與滿意度並非單純線性關係,而是從<b>顧客主觀</b>與<b>品質水準客觀</b>兩向度來區分出四種模式,分別為<b>無差異品質</b> <b> </b>( Indifference)、<b>必要品質</b> <b> </b>( Must-be)、<b>一維品質</b> <b> </b>( One-dimensional )、<b>魅力品質</b> <b> </b>( Attractive ) :</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwoR7GEF317GGBrV-3NIokgz60QX-TvWrz1lPzJFSjfIZSUZnyto8mRYSXXiDP-TWh_hn6bi_IYCVbYRs8NxjrAQQguhHYLjCKDBOuOle1S37ax0sWQB8PLJi4QzuztNm9oiNfGtGuDjA/s1600/Kano%25E5%2593%2581%25E8%25B3%25AA%25E6%25A8%25A1%25E5%259E%258B.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwoR7GEF317GGBrV-3NIokgz60QX-TvWrz1lPzJFSjfIZSUZnyto8mRYSXXiDP-TWh_hn6bi_IYCVbYRs8NxjrAQQguhHYLjCKDBOuOle1S37ax0sWQB8PLJi4QzuztNm9oiNfGtGuDjA/s1600/Kano%25E5%2593%2581%25E8%25B3%25AA%25E6%25A8%25A1%25E5%259E%258B.png" /></span></a></div><div class="separator" style="clear: both; text-align: left;"><span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"></span></div><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><span style="font-size: large;"><b><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> </span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;">無差異品質out </span></b></span> </span><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><b>無差異品質</b>是指產品品質對客戶滿意度不敏感,換言之此品質並非使用者所在意,有沒有都無所謂。Facebook的網誌功能,對我來說是零使用,因為我上Facebook目的不是寫文章,所以它的網誌功能對就我屬無差異品質。因此,若想要遵循減法原則,可以優先挑出對主要客群的無差異品質,將之捨去。</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><span style="font-size: large;"><b><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> </span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;">必要品質不可或缺 </span></b></span> </span><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><b>必要品質</b>即是產品的基本要求,不可省略。舉例來說,如果要copy一個Facebook,可先從市場對社交網站的需求來界定哪些功能是屬必要品質:大頭照、留言、編輯、分享、相片空間、傳訊息‧‧‧等,這些是少了就會讓User感到極度不便,無法滿足基本社交的重要功能。在之前的<a href="http://moretactics.blogspot.com/2011/11/blog-post.html" target="_blank">可用性創新(1)重視習慣</a>一文中提到創新第一步是重視習慣,也呼應要保留必要品質以滿足基本需求,這些已習慣的功能一旦缺少了會立刻造成使用者不滿意。</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"><b> 一維</b></span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"><b>品質像賽跑 </b></span></span> </span><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><b>一維品質</b>,用在網站可指網頁開啟速度、流暢度、可用空間、文章數量等,這些指標都是越快越好、越大越好、越多越好,就像競賽一樣能比較高下。網站經營者除了從程式結構上去輕化網站、提速,也得考量成本能負擔多少頻寬流量,還要充實內容等重要品質指標。這些一維品質的特性是方向明確,可以透過持續改善來提升。</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><span style="font-size: large;"><b><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> 魅力</span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;">品質是你的靈魂 </span></b></span> </span><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><b>魅力品質</b>與創新程度相關,是最具價值也較困難的部分。它是指你產品最吸引人的特色,同時是其他產品身上少見的。Plurk的橫向內容介面,因為獨特且實用,對我來說便是它的魅力品質;Facebook推出的個人Timeline,讓人很容易地去創造補滿生涯的紀錄,也令我眼睛一亮。要攫住潛在使用者的目光,關鍵便是要創造獨特的使用者體驗或功能。</span><br />
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<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;"><b><span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> 目標是要超出預期</span><span style="background-color: #cfe2f3; color: #0d0d0d; line-height: 25px;"> </span></span></b> </span><br />
<span style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, sans-serif;">下次,當你與團隊爭論產品的哪處該消去或添加時,想起Kano模型吧。把必要品質、無異品質與魅力品質區分來考量,更容易界定出哪些部分該保留、哪些可捨去,哪些功能才是你們的魅力。記住這四個動作:讓產品滿足使用者的基本需求,刪除不必要的無差異功能,維護提升一維品質,最後,還要努力做到能讓使用者發出WoW的讚嘆!</span>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-21309570688550994792011-12-22T11:28:00.002-08:002013-02-04T16:26:59.331-08:00創業是連續的震盪曲線<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyctu30Ca91XGsCIFXx8nGBPUeOgQUWZLuvZz-VmjGJySTLRVx55Zg2Rg7PwHNGQ_PfFjwaX4HVgMMIQyJ4m6awvao9q80z6SgIRaUNKV8Y6q7sXIK6QDwPG3k0sTVYTJy4g_h9-9AtiM/s1600/4061875279_279d2b9639_z.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="428" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyctu30Ca91XGsCIFXx8nGBPUeOgQUWZLuvZz-VmjGJySTLRVx55Zg2Rg7PwHNGQ_PfFjwaX4HVgMMIQyJ4m6awvao9q80z6SgIRaUNKV8Y6q7sXIK6QDwPG3k0sTVYTJy4g_h9-9AtiM/s640/4061875279_279d2b9639_z.jpg" width="640" /></a></div>
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<i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">(via <a href="http://www.flickr.com/photos/22240293@N05/4061875279/" target="_blank">Francisco Diez</a></span></i><i style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 16px; line-height: 22px;"><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">, CC License)</span></i></div>
<span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> <b>創業也是不停的戰鬥</b></span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> </span> <br />
<span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">「<b>人生就是不停的戰鬥</b>」是<u>九把刀</u>說的。</span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">人最早大概從學生時代起,生活便陸續迎來挑戰新事物的戰鬥感,認真的學子付出努力編織美好未來;環境改變,進入職場工作後,每天更是兢兢業業、投入所有心力以完成各種交付的任務;而我在經歷求學、工作,與創業之後更能對此產生共鳴,創業的過程用不停戰鬥來形容再貼切不過了。</span><br />
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<span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large; line-height: 22px;"><span class="Apple-style-span" style="background-color: #cfe2f3;"><span style="color: #0d0d0d;"> <b>邊移動邊開火的過程</b></span><span style="color: #0d0d0d;"><b> </b></span></span><span style="color: #0d0d0d;"><b> </b></span></span><br />
<span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;">前幾天與創業朋友Eddie、Lawrence、阿泰喝咖啡。Eddie與Lawrence目前做的<u>晚鳥票</u>,是針對高鐵轉讓票需求打造的服務。很多人應該有因行程變更而需要退票或轉售的經驗,透過此平台可以媒合<b>轉讓</b>和<b>尋求優惠票</b>兩種需求。推出不久後</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">,他們發現網站快速匯集不少人氣,驗證有這樣的市場需求存在;然而也進一步估計出即使從高鐵轉讓票的交易中轉換出營收,也不足以達到支撐營運的規模。於是他們又從留言板發現到會有人詢問台鐵票、其他活動票劵的轉讓;於是下一步,他們很快推出測試演唱會、音樂會、其它活動票劵的轉讓服務。這個過程,便是</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15.555556297302246px; line-height: 21.981481552124023px;">「</span><b style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;"><a href="http://mrjamie.cc/2010/10/29/pivot/" style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;" target="_blank">Pivot</a></b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15.555556297302246px; line-height: 21.981481552124023px;">」(軸轉)</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">。</span><br />
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<a href="http://www.latebird.tw/" target="_blank"><img border="0" height="347" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCv0bdaiNK2Lv2mwKWgX5dY3ntXfWXnOXwPmbHpMGk5izxNjs3ey_Bd7fDcBWZG11F1GnHdnw3KJPPf4N5aQjUkDwtdnzzYkxde-B-i5qXh5470GNZel7reMfVzgwJ9bwhgLQ7NzNSOfg/s640/%25E6%2599%259A%25E9%25B3%25A5%25E7%25A5%25A8.png" width="640" /></a></div>
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<i><span style="font-size: x-small;"><span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Courier New', Courier, monospace; line-height: 13px;">(Credit:</span><span class="Apple-style-span" style="background-color: white; color: #404040;"><a href="http://www.latebird.tw/" target="_blank"><span style="font-family: Times, 'Times New Roman', serif;">晚鳥票</span></a></span><span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Courier New', Courier, monospace; line-height: 13px;">)</span></span></i></div>
<span class="Apple-style-span" style="background-color: #cfe2f3; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="color: #0d0d0d; font-size: large;"> <b>新創團隊如何精實創業 </b></span></span><br />
<span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">Pivot是早前開始流行的<b>精實創業</b>(<a href="http://lean.st/" target="_blank">Lean Startup</a>)之重要概念:當你的產品和市場互動之後,可能發現結果與原來假設有差別,或意外發現新的需求,這時可運用已建立的成果,快速執行新的策略。所以關鍵是要先讓產品進入市場測試,才能接收到市場反應。對新創團隊來說,執行這過程的速度便是關鍵,因為在資金燒完前,能經歷越多次Pivot,便有越高機率正中紅心,找到可使穩定營運的PMF(Product Market Fit)<b>。</b></span><br />
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<span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> <b>在有限資源下提升打數</b></span><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span> </span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;"><br />
</span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">最優秀的棒球選手打擊率僅近四成,創業者又如何保證一</span></span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">次的Idea能成功呢?對新創團隊來說,在<b>有限資源和時間下盡力提升打數</b>是合理策略。創意需要實驗,《精實創業》作者<a href="http://www.startuplessonslearned.com/" target="_blank"><b>Eric Ries</b></a>將不斷實驗過程分成三步驟</span></span><span style="background-color: white; color: #333333;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 15px;">:</span><b>Build</b>→<b>Measure</b>→<b>Learn</b></span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">,建議新創團隊敏捷開發、快速地測試,接受市場反應來決定方向,這過程可能得循環數次才能找到PMF。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXiaOhXC8FoCcWwSCnSh2rTNu380l8m4RFU_MysFWehNPm2zParESHCdxX_PBTLC6lWDt_Xts6wKuGS1wmEHTSJD4k29UeRIbRdWlzZYgu9KPyPT3Nxoav_39-DitlP9qIPysZfzDYo5o/s1600/%25E7%2590%2586%25E6%2583%25B3%25E7%259A%2584%25E7%25B2%25BE%25E5%25AF%25A6%25E5%2589%25B5%25E6%25A5%25AD%25E6%259B%25B2%25E7%25B7%259A.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXiaOhXC8FoCcWwSCnSh2rTNu380l8m4RFU_MysFWehNPm2zParESHCdxX_PBTLC6lWDt_Xts6wKuGS1wmEHTSJD4k29UeRIbRdWlzZYgu9KPyPT3Nxoav_39-DitlP9qIPysZfzDYo5o/s1600/%25E7%2590%2586%25E6%2583%25B3%25E7%259A%2584%25E7%25B2%25BE%25E5%25AF%25A6%25E5%2589%25B5%25E6%25A5%25AD%25E6%259B%25B2%25E7%25B7%259A.png" /></a></div>
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<span style="font-size: large;"><span style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><b>創業不是低次</b></span><strong style="background-color: #cfe2f3; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">曲線</strong><span class="Apple-style-span" style="background-color: #cfe2f3; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span style="color: #0d0d0d;"> </span></span></span><br />
<span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; line-height: 22px;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">一般創業者在團隊建立、找齊資源、想法達到共識後投入開發,可以先做出<b>MVP</b>(最小可行產品),釋出測試這項功能可否解決真實問題。也許根本不行;若可行,會得到一些先期使用者,但很快又會遭遇新問題,必須持續</span></span><span style="background-color: white; color: #333333; font-family: Arial, Helvetica, sans-serif; text-align: left;">Build→Measure→Learn</span><span style="background-color: white; letter-spacing: 1px; line-height: 20px; text-align: left;"><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">的循環。也非每次的Pivot都會往對的方向,</span></span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px; text-align: left;">可能這次轉彎後下次摔得更痛。</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px; text-align: left;">所以創業就像一條連續震盪的曲線,你得先有經歷無數挫折的覺悟。但只要能學習每次市場的反饋,正確反應,累積的成果會往目標接近。</span><br />
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<span style="font-size: large;"><span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> <b>別忽略</b></span><b><span style="background-color: #cfe2f3; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">專注的重要性</span><span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"> </span></b></span><br />
<span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15px; line-height: 21px;">「</span><span class="Apple-style-span" style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">Pivot</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15px; line-height: 21px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">雖然鼓勵快速轉換、修正,但所謂的提升打數、Pivot,並非鼓勵創業者見風轉舵,而是要</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">朝團隊的終極目標上多做摸索</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">。就像圖中創業曲線長期走勢是往一個方向,團隊一邊建立核心競爭力與創造價值,一邊</span><b style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">專注</b><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">往願景發展,不斷善用過程累積的成果,才更符合</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15.555556297302246px; line-height: 21.981481552124023px;">「</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">精實創業</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 15.555556297302246px; line-height: 21.981481552124023px;">」</span><span style="background-color: white; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 16px; letter-spacing: 1px; line-height: 20px;">的精神。</span><br />
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</span></span>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-34195314340700336002011-12-05T06:33:00.002-08:002012-12-06T14:33:13.152-08:00N世代的「網影響網路」<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiP-cCaAKV13CFlzQawKoz4OlA7CeisPEYGoze3W-vaYXpvNLGXhaKXCy6f1-xPDfm1iX2nFbKX6BCbO5tnEioGW6n9Wv5sVQLLQIs50tKzYHowh42Byb8TAzevOo1HYRzqq4xvMX4LbzM/s1600/Net+Generation.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="480px" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiP-cCaAKV13CFlzQawKoz4OlA7CeisPEYGoze3W-vaYXpvNLGXhaKXCy6f1-xPDfm1iX2nFbKX6BCbO5tnEioGW6n9Wv5sVQLLQIs50tKzYHowh42Byb8TAzevOo1HYRzqq4xvMX4LbzM/s640/Net+Generation.jpg" width="640px" /></a></div>
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<i><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">(via <a href="http://www.flickr.com/photos/marc_smith/6076474431/in/photostream/" target="_blank">Marc_Smith</a></span><span style="background-color: white; border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: 14px; line-height: 26px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left;">, CC License)</span></i></div>
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<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="font-size: 14px; line-height: 26px;"></span></span></div>
<span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> <strong><span style="color: #444444;">N世代衝撞</span></strong> </span><br />
<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">在探討社群時代的行銷架構前,得先認識</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">《</span><a href="http://www.google.com/imgres?q=N%E4%B8%96%E4%BB%A3%E8%A1%9D%E6%92%9E&hl=zh-TW&sa=X&rlz=1G1TSTWCZH-TWTW392&tbm=isch&prmd=imvns&tbnid=r4CCwTsZRq5R9M:&imgrefurl=http://www.eslite.com/product.aspx%3Fpgid%3D1001114561878094&docid=4ANPxAyLRxTlWM&imgurl=http://pic.eslite.com/Upload/Product/200907/m/633833405212124436.JPG&w=267&h=375&ei=J_rPTt_mEKeKmQXe5ODODQ&zoom=1&iact=rc&dur=259&sig=111072758967948466220&page=1&tbnh=140&tbnw=100&start=0&ndsp=27&ved=1t:429,r:1,s:0&tx=34&ty=35&biw=1366&bih=623" style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;" target="_blank">N世代衝撞</a><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">》一書對網路的見解。此書為</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">2008年經濟學家<a href="http://dontapscott.com/about/" target="_blank"><b>Don Tapscott</b></a>探討網路世代的經典之作,是一項耗時兩年對全球6000名<a href="http://www.hudong.com/wiki/N%E4%B8%96%E4%BB%A3" target="_blank">N世代</a> </span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">(Net generation) 份子</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">研究後的副產物。</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">這項研究計畫本身的達成方式,也藉助了N世代的影響力,例如在Facebook的社群上與N世代成員協作個案內容。它帶出的事實是,自幼便接觸電腦與網路的這個世代,無論在<b>文化</b>、<b>認知與行為模式</b>、<b>生活習慣</b>上都已累積很大的轉變,如今這些人漸及30歲,即將遍布社會各階層,對商業與市場消費行為衝擊巨大。</span><br />
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<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="background-color: #cfe2f3; font-size: large;"> <strong><span style="color: #444444;">你今天影響誰和被誰影響</span></strong> </span> </span><br />
<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">這些影響反應在社交網路上,<span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">過去人們一天內可影響的人數有限,多是家人或身邊好友、同事與同學等緊密的社交圈;然而N世代人們不但透過網路認識新朋友、維持友誼,也到各資訊網站討論任何話題,包含電影、食物、新聞、穿搭等。人們受影響與被影響的層面擴及到整個網路,而且是隨時隨地,大家交換彼此意見的行為變得普遍。作者將這些溝通網路與互動關係稱為「</span></span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">網影響網路」</b><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">( N-fluence network </span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">),並分為三層結構:<b>最好的朋友</b>、<b>新社交網路</b>、<b>世界</b>。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIhScv2DCM40kwHj04J-7Y3j_bl_ytgpga9VZ9r9YHtOAtBvnG5gpGSfUEsYngtD_2yXkkeDuFYs5HEnuFtis7zl_5Saum4DvlkrA0rjjU4loMIF7hhcD7j6DJviEe5MSNRRAZeGaaWFM/s1600/%25E7%25B6%25B2%25E5%25BD%25B1%25E9%259F%25BF%25E7%25B6%25B2%25E8%25B7%25AF.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIhScv2DCM40kwHj04J-7Y3j_bl_ytgpga9VZ9r9YHtOAtBvnG5gpGSfUEsYngtD_2yXkkeDuFYs5HEnuFtis7zl_5Saum4DvlkrA0rjjU4loMIF7hhcD7j6DJviEe5MSNRRAZeGaaWFM/s1600/%25E7%25B6%25B2%25E5%25BD%25B1%25E9%259F%25BF%25E7%25B6%25B2%25E8%25B7%25AF.png" /></a></div>
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> <strong><span style="color: #444444;">三種網影響網路結構</span></strong> </span><br />
<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">「<b>最好的朋友</b>」意即熟人網路,我們最常徵詢意見的對象來自家人、同學、同事等,</span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">是自古以來便存在人們身邊的緊密人際圈,未有多大改變,</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">然而手機、簡訊、即時通等新溝通管道也強化了和熟人與同輩之間的聯繫頻率。</span><br />
<span style="color: #0d0d0d; font-family: Arial;"></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;"><br />
</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">「</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;"><b>新社交網路</b></span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">」則</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">是從Blog、MySpace、Facebook等網誌與社群網站的革命所帶來的延伸社交網路。這類社交網路上包含了與真實世界中熟人朋友的互動,同時社交觸角更延伸向朋友的朋友、興趣同好,與許多從未見過面的人。過去,我們很難想像好友名單裡裝了數百人,如今在新工具協助下,我們能影響與被影響的朋友數正在擴大,社交生活也趨於豐富。這類社群網站工具也<b>降低了聯繫成本</b>,比起透過電話連絡,新的功能不但減少經常通訊費用,也能做到非同步溝通,離線訊息和個人狀態可取代語音留言和傳簡訊。</span><br />
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<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">「</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;"><b>世界</b></span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">」</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">是由更多人形成的大型網路,這種結構多存在於<b>開放媒體</b>性質的網站上,例如Youtube、Blog、Amazon、Twitter。這些網站將使用者意見傳達給他們朋友與社交圈的同時,其創作、發表也有機會向全世界散播,而內容素材越具備擴散的威力,所能觸及的世界範圍便越大。這些網路傳播模式當然吸引了企業,所以越來越多企業利用新網路工具結合<b>病毒式行銷</b>、<b>口碑效應</b>、<b>社群經營</b>等概念,企圖行銷與溝通市場。</span><br />
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> <strong><span style="color: #444444;">生產性消費者</span></strong> </span><br />
<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">除了網路結構,還有消費者行為的</span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">改變,</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">作者再提到</span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">「</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;"><b><a href="http://wiki.mbalib.com/wiki/%E6%B6%88%E8%B4%B9%E8%80%85%E5%8D%B3%E7%94%9F%E4%BA%A7%E8%80%85" target="_blank">生產性消費者</a></b></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">」(prosumers)一詞,這概念其實不新,最早由未來學家</span><span style="background-color: white; color: #333333; font-family: sans-serif; line-height: 19px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; text-align: left;"><a href="http://wiki.mbalib.com/zh-tw/%E9%98%BF%E5%B0%94%E6%96%87%C2%B7%E6%89%98%E5%A4%AB%E5%8B%92" target="_blank">Alvin Toffler</a></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">所提倡</span><span class="Apple-style-span" style="color: #0d0d0d; letter-spacing: 1px; line-height: 20px;"><span class="Apple-style-span" style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">,</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Don Tapscott</span><span class="Apple-style-span" style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;">在前作《數位經濟時代》與《</span></span><a href="http://www.eslite.com/product.aspx?pgid=1001120621708175" style="font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;" target="_blank">維基經濟學</a><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">》亦有著墨。過去所提的</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">共同創造</b><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">概念較偏向─</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">生產者和消費者雙方都持續參與產品和服務的創造</b><span style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">,</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">N世代則使生產者與消費者界線變得更加模糊,他們喜歡發表意見、參與創造;唾棄一成不變、沒有選擇、缺乏創新的產品服務。他們樂於花時間投入社群經營、發表評論、要求改進,也更喜歡加入自己的創意、影響他人。</span><br />
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; font-size: large;"> <strong><span style="color: #444444;">N世代質變的啟示</span></strong> </span><br />
<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">「</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">Prosumer</span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">」</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif;"><span class="Apple-style-span" style="letter-spacing: 1px; line-height: 20px;">的意義</span></span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">在於強調</span><b style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">消費者本身也是生產者</b><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">。單看N世代網路產品的演進趨勢如blog、維基百科、Youtube,都正貼切地傳達生產性消費者的威力與普及性。如果網影響網路與多數的消費者行為都發生改變,他們把時間花在網路上蒐集與分享意見、參與社群互動、追逐新的意見領袖,那等同宣告了企業經營品牌、產品服務,與行銷策略等議題的方法論都需要除舊換新了! </span><br />
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<span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">【附註】書中曾預測Facebook等網站的出現會縮減<b><a href="http://zh-yue.wikipedia.org/wiki/%E5%85%AD%E5%BA%A6%E5%88%86%E9%9A%94" target="_blank">六度分隔理論</a></b>,最近<a href="http://mashable.com/2011/11/22/facebook-six-degrees/" target="_blank">mashable</a>恰好揭露新的研究結果</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">─</span><span class="Apple-style-span" style="color: #0d0d0d; font-family: 'Helvetica Neue', Arial, 微軟正黑體, 'Microsoft JhengHei', 'Microsoft YaHei', 'Lucida Grande', 'Lucida Sans Unicode', sans-serif; letter-spacing: 1px; line-height: 20px;">如今網路結構已形成了<b>四度分隔</b>,此刻網路正持續演化中<b>。</b></span>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com1tag:blogger.com,1999:blog-8403644035900141682.post-52534723616005494352011-11-16T07:06:00.005-08:002013-01-19T17:09:22.530-08:00可用性創新(1) ─ 重視習慣<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPP1LKipGMg44hFp7ZdQ2F-L69OA5f3gS-mI4mC-hn55KsWxPl3lAoVXdJlu7v9d5ihDvMiXpXKG6cIxtMEGaceT0MZM5D8LS2yyqzJe0RboMZNFQFR9qnTYIXYFn8A-Z7bH1_O68s6H8/s1600/turn-google-plus-facebook.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPP1LKipGMg44hFp7ZdQ2F-L69OA5f3gS-mI4mC-hn55KsWxPl3lAoVXdJlu7v9d5ihDvMiXpXKG6cIxtMEGaceT0MZM5D8LS2yyqzJe0RboMZNFQFR9qnTYIXYFn8A-Z7bH1_O68s6H8/s640/turn-google-plus-facebook.png" width="640" /></a></div>
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<span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Trebuchet MS', sans-serif; font-size: 12px; line-height: 13px;">(Credit: <a href="http://userstyles.org/users/107245" target="_blank">fabiogiolito</a></span><span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Trebuchet MS', sans-serif; font-size: 12px; line-height: 13px; text-align: center;">)</span></div>
<b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"><span class="Apple-style-span" style="font-size: large;"> 為什麼G+跟FB</span></b><b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"><span class="Apple-style-span" style="font-size: large;">介面</span></b><b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"><span class="Apple-style-span" style="font-size: large;">鬧雙胞 </span></b><br />
<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif;"><span class="Apple-style-span" style="line-height: 22px;">許多人與Google+初次見面時,心中不免冒出一種感覺:「這根本是Google版的Facebook嘛!」。上圖乍看之下還以為是Facebook,幽默的原作者只不過把顏色跟上方banner略做替換,Google+就變成Facebook了!為什麼要用一樣的三欄式版面,訊息框和stream list的配置都如出一轍呢?Google當然不是只想做改良版的Facebook,一如其動機:建立在既成</span></span><b style="font-family: Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;">使用者經驗</b><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif;"><span class="Apple-style-span" style="line-height: 22px;">上的功能介面,讓習慣使用各式社交網站的user較有可能</span></span><b style="font-family: Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;">無痛地轉換</b><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif;"><span class="Apple-style-span" style="line-height: 22px;">平台。</span></span></span><br />
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; font-size: large; line-height: 25px;"><b> 創新前先了解限制 </b></span><br />
<span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif;"><span class="Apple-style-span" style="line-height: 22px;">做產品規劃與設計時會有些矛盾考量,我們知道要挑戰市場老大,你不能做個一模一樣的他,需要加入創新想法並結合市場需求。所以,假設產品的每個部分我們都有差異化的能力,那究竟要改造多少使用者習慣?哪些要延用?這沒有唯一解。但必須慎防的結果是,做出一很創新的超屌產品,卻沒有人覺得好用。因此,在做選擇之前最好先了解使用者的限制,更準確的說 ─ 是要了解人類大腦的運作模式。</span></span><br />
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<span class="Apple-style-span" style="font-size: large;"><b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"> </b><b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;">習慣成自然的威力 </b></span></div>
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<span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">當你看到這一段時,是否曾用了滑鼠滾輪往下滑呢?這是網路環境發展十幾年來,我們對於瀏覽網頁的適應。整個人類社會與生活的運作,都相當依賴習慣與規則:走進郵局或銀行,我們會在門邊找尋取號碼機等待叫號,如果沒有這種機制,我們每走進一家銀行就得先花時間理解它如何運作,可能跑錯窗口,虛耗搜尋與排隊時間;在十字路口我們很自然知道何時該等待,何時可通行,是</span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">因人們腦中早已建立特定交通規則</span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">。如果沒有既成的規則與習慣,人們生活便會大亂,所以</span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;"><b>習慣與規則能改善效率</b>。也因長期下來大家都遵照某規則,後人就更難以變更,經濟學又稱這種現象為</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">「</span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;"><b>路徑依賴</b></span><span class="Apple-style-span" style="background-color: white; font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">」</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;"> </span><span class="Apple-style-span" style="background-color: white; font-family: Arial, 微軟正黑體, sans-serif; font-size: 16px; line-height: 22px;">─ </span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">記得<a href="http://chyang313.blogspot.com/2011/06/qwerty.html" target="_blank">QWERTY</a><span class="Apple-style-span" style="color: #444444; font-size: x-small;">(by Fred)</span>的故事嗎?</span></div>
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<b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"><span class="Apple-style-span" style="font-size: large;"> 探討可用性 </span></b></div>
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<span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;"><b>可用性(usability)</b>進一步關切的是人們能多快學會使用這項功能,過程是否好記、是否有效率、能否少出錯。就像人們知道網頁上若具有像按鈕般的凸起,代表能被點擊;如果想跳過一段擾人的動畫,就往下方找skip鈕。同樣地,經過web1.0到3.0的一路演進,我們已經適應了社群網站的操作介面,我們期望能很輕易地在畫面中上方找到輸入框,隨意敲打想說的話;點選左上角就回首頁,右上角切回個人檔案。若使用者採用新的社群網站不久,發現做這些動作的過程和習慣違背,便是挑戰使用者腦中的印象流程,會讓人有出錯感。</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEje-9ugkWJ3XHVcXiLz-ZFDdlinDlJvW8LTNiblmPyBa5YRB0TV7YwDH_txeKbIb07BmwHB2RksQ5ySsAZjcweHuC9wclcjl9tgYDaNQcXD6m9mXB7m7hmuyeKaN9SYegsWOflrEXv7tP0/s1600/%25E4%25BA%25BA%25E8%2585%25A6%25E8%25AA%258D%25E7%259F%25A5%25E5%258F%258D%25E6%2587%2589%25E9%2581%258E%25E7%25A8%258B.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEje-9ugkWJ3XHVcXiLz-ZFDdlinDlJvW8LTNiblmPyBa5YRB0TV7YwDH_txeKbIb07BmwHB2RksQ5ySsAZjcweHuC9wclcjl9tgYDaNQcXD6m9mXB7m7hmuyeKaN9SYegsWOflrEXv7tP0/s1600/%25E4%25BA%25BA%25E8%2585%25A6%25E8%25AA%258D%25E7%259F%25A5%25E5%258F%258D%25E6%2587%2589%25E9%2581%258E%25E7%25A8%258B.png" /></a></div>
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<b style="background-color: #cfe2f3; color: #404040; font-family: Arial, 微軟正黑體, sans-serif; line-height: 25px;"><span class="Apple-style-span" style="font-size: large;"> 創新+可用性=可用性創新 </span></b></div>
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<span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">這也是為何設計要講求從使用者角度出發,你得讓使用者順利完成任務,避免產生挫折感與浪費時間。創新設計與可用性密不可分,而在要塞進眾多功能的Google+頁面上,順從使用者記憶的設計是符合效率的做法。你可能想得到其他解決方案,例如讓設計視覺化、簡單化。沒錯,即使是違背使用習慣的產品,也存在其他方法來強化可用性,我在之後的文章便會介紹<b><a href="http://moretactics.blogspot.com/2012/02/2.html" target="_blank">分組記憶</a></b>、<b>Nudge</b>等做法。但是在人的視覺、觸覺與產品互動之前,大腦的記憶規則已先一步存在,你得決定要不要違反它,所以提醒 </span><span class="Apple-style-span" style="font-family: Arial, 微軟正黑體, sans-serif; line-height: 22px;">─ <b>考量習慣</b>是可用性創新的第一步。</span><br />
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Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-78818332811593398662011-11-07T08:15:00.001-08:002013-01-20T16:38:52.373-08:00人類社交的極限─150法則<div class="separator" style="clear: both; text-align: center;">
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<span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Trebuchet MS', sans-serif; font-size: 12px; line-height: 13px;">(Credit: </span><a href="http://www.tupian99.com/" style="background-color: white; color: #a34312; font-family: 'Trebuchet MS', sans-serif; font-size: 12px; line-height: 13px; text-align: center; text-decoration: none;">tupian99.com</a><span class="Apple-style-span" style="background-color: white; color: #404040; font-family: 'Trebuchet MS', sans-serif; font-size: 12px; line-height: 13px; text-align: center;">)</span></div>
<span class="Apple-style-span" style="background-color: #cfe2f3; color: #404040; font-family: Arial, Helvetica, sans-serif; font-size: large; line-height: 25px;"><b>解讀150法則</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><br />
「150法則」</b>(Rule of 150),就是著名的<b>「<a href="http://zh.wikipedia.org/wiki/%E9%82%93%E5%B7%B4%E6%95%B0" target="_blank">鄧巴數字</a>」</b>─ 描述人類受限於大腦的能力,所能維持穩定社交的朋友數平均為150人。研究也發現女性的社交能力高於男性,因為她們會花更多時間與朋友交談。後來這研究結果被應用於管理學<strong>組織規模</strong>上,認為組織的最佳規模在150人左右,若超過這數字就得適度調整結構,或透過授權分權以維持效率。</span><br />
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #404040; font-family: Arial, Helvetica, sans-serif; font-size: large; line-height: 25px;"><b>150法則之於社群網</b></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">150法則可供社群服務設計者參考,因為平均每人只能保持150人的最佳交流程度。早期MSN的Buddy List不超過150人,所以朋友數達上限時就得取捨,但取捨通常不困難,你很容易找到已經不再保持聯繫的朋友。而Facebook的朋友數上限卻高達5000人,一個人真的需要這麼大的訊息交流圈嗎?當好友過多的時候,便衍伸了<strong>個人社交網路</strong></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><strong>管理</strong></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">的需求,相繼發展出例如Google 推出的</span><span style="font-family: Arial, Helvetica, sans-serif;">「</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Circle</span><span style="font-family: Arial, Helvetica, sans-serif;">」</span><strong style="font-family: Arial, Helvetica, sans-serif;">社交分層</strong><span style="font-family: Arial, Helvetica, sans-serif;">功能</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">,能透過設定改善接受訊息雜亂的問題。</span><br />
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<span style="font-size: large;"><span class="Apple-style-span" style="background-color: #cfe2f3; color: #404040; font-family: Arial, Helvetica, sans-serif; line-height: 25px;"><b>Twitter有何不同</b></span></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">照片分享社群 ─ <a href="http://www.path.com/">Path</a> 的設計考量很注重個人隱私,照片最多只能分享給自己信任的150個好友;但是<a href="http://twitter.com/" target="_blank">Twitter</a>卻是follower越多越好,這是後者偏向<b>個人媒體</b>性質的不同之處,前者經營的是緊密的<b>強連結</b>,後者經營的包含廣大的<b>弱連結</b>。他們在互動上的差別為:前者屬於<strong>雙向</strong>互動的交流,後者的關係只需要<b>單向</b>的關注便成立。這也是為何Facebook朋友上限高達5000人的理由之一,Facebook也接著追隨Twitter推出<b>訂閱</b>、<b>追蹤</b>功能,顯示Facebook的平台策略是想兼容並蓄的,不但經營半開放式的個人社交服務,也想涉足個人媒體這塊</span><span style="font-family: Arial, Helvetica, sans-serif;">需求。</span><br />
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<b style="background-color: #cfe2f3; color: #404040; font-family: Arial, Helvetica, sans-serif; line-height: 25px;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">150法則的例外</span></b><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span">就像女性的網路活躍朋友數多於男性,總有特別擅於經營社群的佼佼者,這些例外發生在<b>名人</b>、<b>正妹</b>身上。明星的朋友與追隨者人數動則數以千計,正妹的一舉一動一顰一笑都會獲得廣大迴響,大家會</span>像朋友般地熱烈回應。對,這更像單向的關注,因為名人不可能像對朋友般地叫出每位粉絲的姓名、記得他們的故事,其實並未打破150法則。但是,就<b style="font-family: Arial, Helvetica, sans-serif;">「</b><b>效果</b><b style="font-family: Arial, Helvetica, sans-serif;">」</b>來說,明星們已經做到了。他們的噓寒問暖會讓每位粉絲感到被像朋友般地對待,發洩抱怨會讓大家感到同仇敵愾,因為明星能與粉絲建立特殊的情感連結。他們就像</span><span style="font-family: Arial, Helvetica, sans-serif;">「</span><span style="font-family: Arial, Helvetica, sans-serif;">超級發電機</span><span style="font-family: Arial, Helvetica, sans-serif;">」</span><span style="font-family: Arial, Helvetica, sans-serif;">般地對所有粉絲放電,所以Twitter和<u>微博</u>借助這些</span><span style="font-family: Arial, Helvetica, sans-serif;">「</span><span style="font-family: Arial, Helvetica, sans-serif;">超級磁鐵</span><span style="font-family: Arial, Helvetica, sans-serif;">」</span><span style="font-family: Arial, Helvetica, sans-serif;">來發揮拉力,也使藝人們的生活與社群媒體更緊密結合了。</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5885kWaSGXBuZBPuQBat7SvhUlmkr8qJWSCxovkT05E1b28WINZP_1zeDxkFRV4am1S1NLHtq5F4W-zjir4nF27wG9KvHvmFX4KVdLEOXcP13gjYptF4m_jdx-_5kZLctqeJS9Pej1TU/s1600/%25E7%25A4%25BE%25E4%25BA%25A4%25E5%25BD%25B1%25E9%259F%25BF%25E5%258A%259B.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" ida="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5885kWaSGXBuZBPuQBat7SvhUlmkr8qJWSCxovkT05E1b28WINZP_1zeDxkFRV4am1S1NLHtq5F4W-zjir4nF27wG9KvHvmFX4KVdLEOXcP13gjYptF4m_jdx-_5kZLctqeJS9Pej1TU/s1600/%25E7%25A4%25BE%25E4%25BA%25A4%25E5%25BD%25B1%25E9%259F%25BF%25E5%258A%259B.png" /></a></div>
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<span class="Apple-style-span" style="background-color: #cfe2f3; color: #404040; font-family: Arial, Helvetica, sans-serif; font-size: large; line-height: 25px;"><b>150法則的啟示</b></span><br />
這數字暗示了社群經理、品牌公關們在社群時代的任務難度,所謂與消費者建立<span style="font-family: Arial;">「</span><strong>朋友關係</strong><span style="font-family: Arial, Helvetica, sans-serif;">」並非</span>容易的任務,多數的粉絲團即使追隨者眾,但並無法與消費者建立互動關<span style="font-family: Arial, Helvetica, sans-serif;">係,通常只扮演<strong>資訊提供者</strong>。除非品牌本身具有魅力與個性,社群經理能投入和社群互動、建立情感連結。也因每個人的時間與注意力是有限資源,任何人要維持並享有人脈的好處,仍需要花時間去經營它,社群網站是協助達成任務的最佳工具。想評估自己在網路的社交投入程度,不妨利用</span><a href="http://klout.com/home" target="_blank"><span style="font-family: Arial, Helvetica, sans-serif;">klout</span></a><span style="font-family: Arial, Helvetica, sans-serif;">算算自己的社交影響力吧。</span>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com0tag:blogger.com,1999:blog-8403644035900141682.post-87401423429326696802011-11-01T03:13:00.001-07:002016-10-24T08:05:46.397-07:00雙邊市場(1) ─ Facebook為何難以挑戰?<div class="separator" style="clear: both; text-align: center;">
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<span class="Apple-style-span" style="font-family: "trebuchet ms" , sans-serif;">截至2011年9月,Facebook全球會員數來到8億,在Facebook稱霸後目前只有逼近5000萬會員數的Google+敢正面迎戰。我不認為用同質性如此高的產品來挑戰Facebook是聰明的做法,但至少Google懂利用本身的優勢 ─ 與自身完整產品線的聯結來擴大戰線,也只Google有本錢大張旗鼓。為何挑戰Facebook這麼困難?答案其實大家都能想到是「人數」,但請讓我更具體地解釋:</span><span class="Apple-style-span" style="font-family: "trebuchet ms" , sans-serif;">Facebook設下的最大競爭障礙來自於它天生的商業模型 ─ <b>雙邊市場</b>。</span><br />
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<span style="font-family: "trebuchet ms";"><span style="color: #222222;">多數社群網站經營的是雙邊市場,它們透過自身平台來同時滿足兩種以上客群的需求:戀愛交友網站必須同時吸引男性與女性族群才能運作;拍賣網站需要吸引買方與賣方來使用以產生交易;App Store則透過軟體開發者與使用者的匯聚形成App市集;Youtube需要同時滿足影片生產者與消費者的使用動機。正因雙邊市場平台仰賴的是雙邊客群的</span><b><span class="Apple-style-span">「</span><span class="Apple-style-span" style="color: #222222;"><span class="Apple-style-span" style="line-height: 21px;">彼此需要</span></span><span class="Apple-style-span">」</span></b><span class="Apple-style-span" style="color: #222222; font-family: "trebuchet ms" , sans-serif;"><span class="Apple-style-span" style="line-height: 21px;"><span style="font-family: "trebuchet ms" , sans-serif;">,所以社群網站創業家開頭都會遇到這難解的老問</span>題</span></span><span class="Apple-style-span" style="font-family: "trebuchet ms" , sans-serif;"> ─ </span><span class="Apple-style-span" style="color: #222222; font-family: "trebuchet ms" , sans-serif;"><a href="http://mrpm.cc/?p=15">先有雞還是先有蛋</a>?</span><span class="Apple-style-span" style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">(by Mr.PM)</span></span><br />
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<span class="Apple-style-span"><span class="Apple-style-span" style="color: #222222;"><span style="font-family: "trebuchet ms" , sans-serif;">在媒合A與B客群的雙邊市場平台上,A在選擇產品時,會考慮<strong>B的規模和雙方交易成本</strong>,反之亦是。平台除了考慮累積客群的順序,還須兼顧對兩客群提供的不同價值、成本、訂價等,決策會比單邊市場複雜。例如該對哪一方收費?何時該優惠或免費?如何促進雙方參予互動?這些特性與策略行為,便會衍生像</span><a href="http://mrjamie.cc/2010/12/10/real-customers/"><span style="font-family: "trebuchet ms" , sans-serif;">客戶≠給你錢的人</span></a></span></span><span style="font-family: "trebuchet ms" , sans-serif;"><span class="Apple-style-span" style="color: #222222; font-size: xx-small;">(<span style="font-family: "arial" , "helvetica" , sans-serif;">by Mr.Jamie</span>)</span><span class="Apple-style-span" style="color: #222222;">等議題。因此在構思與分析社群網站時,我會利用<b>泛舟模型</b>(圖形看似泛舟)來描繪其模式,調整自己審視整體的角度:</span></span></span> <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggeRwyV2OfqbIoYdnJZzNh-ydImgg_mGsvcKXIuV4T8Sl2stS3Ad7NECkEeiLQmHaVBmiNGtjKnL770CVEfNsuvlo7waylXzskaG5RfZRoZj6e-C17YuJ1dFouBYesd84J2tGDc4FWgNA/s1600/%25E6%25B3%259B%25E8%2588%259F%25E6%25A8%25A1%25E5%259E%258B.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggeRwyV2OfqbIoYdnJZzNh-ydImgg_mGsvcKXIuV4T8Sl2stS3Ad7NECkEeiLQmHaVBmiNGtjKnL770CVEfNsuvlo7waylXzskaG5RfZRoZj6e-C17YuJ1dFouBYesd84J2tGDc4FWgNA/s1600/%25E6%25B3%259B%25E8%2588%259F%25E6%25A8%25A1%25E5%259E%258B.png" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span class="Apple-style-span" style="color: #222222;">照學者們歸納雙邊平台的習慣,會將以廣告作主要營收的網站模式視為:</span><span class="Apple-style-span" style="color: #222222;">【使用者</span><span class="Apple-style-span" style="color: #222222;">→平台←廣告主】;但隨策略動機的不同,也要懂替換模型來看,像Google+現在應該用這樣來思考:【使用者</span><span class="Apple-style-span" style="color: #222222;">→平台←使用者的朋友】。沒錯,<strong><span style="color: black;">「</span>你的朋友有沒有在上面?<span style="color: black;">」</span></strong>才是左右你會否轉換平台的關鍵因素,當找朋友的動機產生時,模型又可這樣解讀:【資訊消費者</span><span class="Apple-style-span" style="color: #222222;">→平台←資訊生產者</span><span class="Apple-style-span" style="color: #222222;">】。所以,平台得讓資訊生產者很容易在上面分享,讓資訊消費者很容易找到他的朋友,降低他們的接觸成本,提供有效</span><span class="Apple-style-span" style="color: #222222;">互動環境。</span></span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span class="Apple-style-span" style="color: #222222;">但這些努力Google好像都有做啊,為何還是很辛苦?Google+的確有試圖提供差異化的價值給使用者(例如社交圈、多人視訊),也有拉人的機制,但從模型來看它們做的仍是一樣的東西,它們都在做</span><span class="Apple-style-span" style="color: #222222;">【使用者</span><span class="Apple-style-span" style="color: #222222;">→平台←使用者的朋友】=</span><span class="Apple-style-span" style="color: #222222;">讓你跟你的朋友連繫感情的社交平台,同質性太高了!</span></span><br />
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<span class="Apple-style-span" style="color: #222222;">一開始,這類平台只能透過自己提供價值給雙邊客群,慢慢累積規模。然而一旦規模形成,這個平台對使用者的最大價值,卻<strong>轉變成來自另一客群的規模</strong>!所以圖中畫一個8字型表示平台活絡後的價值轉換,這就是<span style="font-family: "arial" , "helvetica" , sans-serif;">Facebook</span>難以挑戰的原因,不在於技術、品牌,而是使用者規模形成的競爭障礙,讓它有時間透過不斷改版來防禦Google+的追趕。</span><br />
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<span style="color: #222222;">那難道其它社群平台就沒有追趕的空間嗎?避免正面迎戰,要改變社交模型才能真正差異化,例如 Twitter、Linkedin 就是連結不同雙邊的社交平台。</span>Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com2tag:blogger.com,1999:blog-8403644035900141682.post-21908073652201876132011-10-27T23:49:00.002-07:002012-03-07T10:51:24.385-08:00社群是產品的一部分<div class="separator" style="clear: both; text-align: center;"><a href="http://www.evilmilk.com/pictures/Google_Plus.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
<img border="0" src="http://www.evilmilk.com/pictures/Google_Plus.jpg" /></a></div><div style="text-align: center;"><span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px; line-height: 13px;">(Credit: <a href="http://www.evilmilk.com/pictures/Google_Plus.jpg" style="border-bottom-width: 0px; border-left-width: 0px; border-right-width: 0px; border-top-width: 0px; color: #2964bf; cursor: pointer; font-family: inherit; margin: 0px; outline-style: none; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-align: left; text-decoration: none; vertical-align: baseline;">Evil Milk</a>)</span></div><div style="text-align: center;"><div style="text-align: left;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Google+剛問世不久時網路上便流傳這張趣圖,各媒體調侃Google+為"Sausage Fest",意指當時Google+組成有87%為男性,男多女少導致多數潛在客群對這新社群網興趣缺缺;反觀Facebook男女比約各半,比例健康許多。這雖然只是玩笑,卻恰好點出社群網站的產品特性 ─</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif;"><b>「</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">社群是產品的一部分</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif;"><b>」</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">。</span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"></span></div></div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">我不是要強調品牌形象、社群經營等大議題,而是指在<b>產品規劃</b>階段、找<b>區隔市場</b>的時候,就得把你會吸引到的客群考慮進去,甚至在訂定<b>行銷策略</b>時改變不同族群的推廣順序,因為<b>加入產品服務的族群,自身也會成為使用者體驗的一部分</b>。正是因為Web3.0社群概念的成熟,迫使我們必須調整產品思維。</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://wiki.mbalib.com/w/images/b/b7/%E4%BA%A7%E5%93%81%E6%95%B4%E4%BD%93%E6%9E%84%E6%88%90.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="301px" src="http://wiki.mbalib.com/w/images/b/b7/%E4%BA%A7%E5%93%81%E6%95%B4%E4%BD%93%E6%9E%84%E6%88%90.jpg" width="400px" /></a></div><div style="text-align: center;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px; line-height: 13px;">(Credit: </span></span><a href="http://wiki.mbalib.com/">http://wiki.mbalib.com/</a><span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px; line-height: 13px;">)</span><br />
<span class="Apple-style-span" style="background-color: white; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 12px; line-height: 13px;"><br />
</span></div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-family: 'Times New Roman';"><span class="Apple-style-span" style="font-family: Tahoma;">過去的產品</span></span></span><span class="Apple-style-span" style="background-color: white; color: #333333; font-family: sans-serif; line-height: 19px;">概念包含<b>核心產品</b>、<b>有形產品</b>、<b>附加產品</b>和<b>心理產品</b>四個層次。例如服務業懂得經營附加的產品服務,品牌廠懂得透過品牌形象創造加值的心理產品,但在Web3.0的時代,消費者行為改變使這樣的產品概念已不足確保產品競爭力。<strong>社群的成型</strong>對產品與品牌形象會有持續性的影響,所以要將產品概念完整地表述,應該會變這樣的五層結構:</span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigZ1N1LB-FVw8jScFNOykEsBjWcv30WxzVYf7dts-LgZqFv0EVjP8oUUixLr5AiWn9gvJA9FEhO4s6LF9ofBKVpKz5yDoSRKPPIq91zt_1kTQmuGlOpQvGOyOR0Fzb6itJd_SL0iVqqeA/s1600/%25E7%2594%25A2%25E5%2593%2581%25E6%2595%25B4%25E9%25AB%2594%25E6%25A6%2582%25E5%25BF%25B5.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigZ1N1LB-FVw8jScFNOykEsBjWcv30WxzVYf7dts-LgZqFv0EVjP8oUUixLr5AiWn9gvJA9FEhO4s6LF9ofBKVpKz5yDoSRKPPIq91zt_1kTQmuGlOpQvGOyOR0Fzb6itJd_SL0iVqqeA/s1600/%25E7%2594%25A2%25E5%2593%2581%25E6%2595%25B4%25E9%25AB%2594%25E6%25A6%2582%25E5%25BF%25B5.png" /></a></div><br />
<span class="Apple-style-span" style="font-family: Tahoma;">在網路產業尤其明顯,各種服務爭相增添社群功能,讓使用者可</span><span class="Apple-style-span" style="font-family: Tahoma;">透過人際關係來加值,得到更豐富、更有趣的使用者經驗。例如Amazon電子書的<a href="http://mrjamie.cc/2010/08/11/web3-ebooks-reading/">社群標記</a><span class="Apple-style-span" style="-webkit-text-decorations-in-effect: none; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px; background-color: white; color: #222222; font: normal normal normal xx-small/12px 'Trebuchet MS', sans-serif; letter-spacing: normal; orphans: 2; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px;">(<span style="font-family: Arial, Helvetica, sans-serif;">by Mr.Jamie</span>)</span>,主打能跟朋友分享閱讀過的段落,於是朋友便可能影響你是否消費</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">。值得留意的是,不同社群本質之間是否兼容並蓄?當你好不容易替產品經營出一個主要社群之後,產品形象與氛圍可能因此定型,例如PTT論壇,便孕育出鄉民這樣的特色社群,也因此左右內容的風格走向。</span><br />
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<blockquote class="tr_bq" style="text-align: center;"><span class="Apple-style-span" style="background-color: #cc0000; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="color: white;"><b>「魚與熊掌不可兼得。」 </b> </span></span><span class="Apple-style-span" style="background-color: #cc0000; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="color: #f3f3f3;">─ 孟子 </span></span></blockquote><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">上週六我在一場講座聽<a href="http://www.eztable.com.tw/">EZTABLE</a>執行長</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">─</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">陳翰林 的經驗分享,他便提到EZTABLE目前選擇配合的餐廳多是走中高階路線,因為網站合作餐廳群的質感與服務品質,本身就高度影響EZTABLE的產品形象和使用者體驗,漸漸他們也發現經營出一主力客群是貴婦路線,正是所謂社群左右產品,有時就只是社群會與產品的體驗、形象連結,這麼直接。先不討論經營複數社群的難易度,</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">專注發展本身並非壞事,本文是為凸顯社群對</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>產品規劃</b></span><span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">的重要性,故稱</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">─</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>「</b></span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">社群是產品的一部分</span><span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif;"><b>」</b></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">。</span><br />
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註:社群還會影響行銷與商業模式,接下來的文章我會分享<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>行銷ABCDE</b></span>與<b><a href="http://moretactics.blogspot.com/2011/11/facebook.html">雙邊市場模型</a></b>,若您看了文章心有所得,請不吝回饋分享,我會更有動力撰文!Anonymoushttp://www.blogger.com/profile/07916350437075721601noreply@blogger.com2