| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 99 === The popularity of broadband Internet, video and audio technology and the popularity of photographic equipment, making the popular video-sharing. The online video site competition between them becomes heated up. Each site in order to increase the time users stay on the site, and constantly enrich website content, increase the variety of features and services to meet the needs of the users of information, and then profit.Therefore, understanding the user on the current view of the online video site, and what kind of video site services should be provided to the user to meet their needs become critical.
In this context, this research is based on Seven Tools for New Product Planning method to explore the new mode of operation of planning and research for three online video sites. In this research, interviewing method, questionnaire investigation, positioning analysis,idea stimulating, idea selecting method and conjoint analysis are utilized. In the first phase of the interview survey, according to interviewees’opinions to identify potential needs of customers and as a basis for questionnaire design. Combined with the positioning analysis, The three key factors are established. Then in the second phase of study, through idea stimulating,idea selecting method captures five key ideas. The conjoint card’s attribute and level are developed upon five ideas. Produced through the joint analysis of ten joint card, combined with questionnaires to investigate customer’s preference.
Finally, through a joint analysis of the study, we received overall subjects for the importance of five attributes and the preferred levels. The importance of this ranking of five attributes were "the site customization" > "to provide a complete online platform service" > "teaching and helping function "> "Audio classification function "> "interactive function ". the importance of the preferred levels were "personalize page layout" ；" online video editing directly" ；"When the mouse moved to the function button", "the function description window appears" ；"Show the video tag text that has seen yet or not "；"the combination of video sites and communication software".
The study also analyzed the results of the joint preferences of different ages. After the joint analysis of the overall and the ages’ results of the discussion, we make online video sites for improvements.
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