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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68441

    Title: 以設計思考模式回應青年族群觀賞客家電視台的需求分析;Using Design Thinking to Response and Analyze the Needs of Youth Groups Watching Hakka TV
    Authors: 張亞純;Zhang,Ya-chun
    Contributors: 客家政治經濟研究所
    Keywords: 客家電視台;設計思考;消費者需要;服務設計;Hakka TV;Design Thinking;The need of consumers;Service Design
    Date: 2015-07-17
    Issue Date: 2015-09-23 11:35:31 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 2003年客家電視台開播至今已漸漸步上軌道,近年客家電視台面臨觀眾對於客家文化刻板印象的影響使得電視台在節目主題選擇上的匱乏,客家語言的大量流失造成演員及主持人尋找不易,科技時代收視習慣的改變、以及客家電視台在青年族群間的收視低靡,都為客家電視台帶來極大的挑戰。故本研究使用文獻分析、問卷調查、設計思考焦點座談、以及深度訪談…等方式試圖了解青年族群對於客家電視台真正的需要,以期能在了解青年族群真正的需要後,探討出客家電視台未來創新的走向。
    ;Hakka TV have been gradually on track since 2003. However, the stereotype against the culture of Hakka from the audiences has led to the problem of the lack of the choices of themes. The fading of the Hakka dialect also damage the availability of the actors and hosts for television stations. Moreover, the changing habit of watching television and the low popularity of Hakka television program among youth generation certainly bring severe challenge to the Hakka television stations.
    As a result, this research intends to understand what youth generation really needs from Hakka television stations mainly through documentary analysis, questionnaire survey, focus group in design thinking style, and depth interviews, hoping to help Hakka television station to find the future trend favorable to youth generation.
    The study found that those who never watch Hakka TV tends to have severe stereotype against Hakka TV program, revealing that marketing strategy needs to be strengthened. Among all the respondents, those who age between 23 to 30 years old show the lowest level of favor and acceptance toward Hakka TV. Furthermore, according to design thinking style focus group interview, these respondents expect entertainment and uniqueness, as primary appeal, and emotional satisfaction and peer identity, as secondary appeal. In order to confront these challenges, Hakka television station manage to extend marketing platform and select content more favorable to youth generation.
    In this study, we recommend that integration different Hakka TV official fan professional pages, increase the official page lively content in much degrees, build brand value belonging to Hakka TV, as well as increase the feel-good factors in the programs, so that the audience can feel the Hakka elements close to their lives, so that can meet the need of youth groups to Hakka TV.
    Appears in Collections:[客家政治經濟研究所 ] 博碩士論文

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