從價值主張探討共構平台（SiteBuilder)規劃設計 —以政府機關入口網站為例

Abstract

一個成功的商業模式最重要的核心價值在於『價值主張』。本研究將跳脫傳統資訊產品研發思維，導入高適用性的學術理論，發掘顧客潛藏的隱性需求，發展確實可行的產品開發需求評估模式，期使未來開發的產品服務能真正滿足顧客的需求，並能持續為公司擴展營運規模和創造利潤。 本研究乃是根據Osterwalder等人在「價值主張年代」一書當中所提出之方法論進行產品價值主張研究，此方法分別從顧客素描及價值地圖兩大面向探討並彙整，進行價值適配，產出真正符合顧客需求價值主張。針對哈瑪星成熟核心產品-共構平台(以政府機關入口網站為例)進行價值主張重新盤點，找出真正顧客想要完成的任務，解決的痛點及希望的獲益，重新定位共構平台的價值主張及未來發展指標。 在管理上希望透過本研究案實際操演，運用價值主張設計方法，解決未來在新產品研發及現有產品延伸發展所面臨三大問題。第一、有效找出顧客真正需求，減少研發方向與市場需求之間的矛盾，第二、凝聚團隊共識，縮短溝通的距離，第三、為新產品研發，找到一條風險最低的路，幫助企業建立產品研發的內部研發工作流程及外部市場測試驗證一致性；降低企業研發新產品的風險，同時也能夠在競爭激烈的市場當中，為企業找出一條永續創新的經營之道。提供軟體產業在產品創新或現有產品強化，如何能真正滿足顧客需求，一套可實際應用的方法。

The most important core value of a successful business model lies in its “Value Proposition”. The present study will develop the product assessment model on product development needs through jumping out of traditional information products R & D thinking, introducing the high applicability of the academic theory and mining the hidden needs of customers. I hope to develop the products and services can really meet customer needs, and can continue to expand the scale and profitability of operations for the company. The present study is based on the methodology proposed by Osterwalder et al. in the book 'Value Position Design' for product value proposition approach. The methodology is respectively from two aspects of Customer Profile and Value Map for discussion and aggregation. And the real Value Proposition of customer demand will be brought out from the Value Fit. The study is subject to the core product “SiteBuilder-Take the Official Websites of Government Agencies for Example” developed by HAMASTSR CO., LTD. to carry out the Value Proposition to re-inventory, to find out what customers want to complete the task, to resolve the pain and get the benefits for the customers. Also relocate the Value Proposition and the future development target for “SiteBuilder”. I hope to resolve three major problems of the future new products R & D and the extension of existing products through the study of actual performance and the use of Value Proposition design methods. The first, effectively identify the customer needs, reduce the contradiction between products R & D direction and market demands. The second, cohere team consensus and shorten the distance of communication. The third, to find the least risky way for new product development and to help enterprises to verify compliance between internal R & D workflow and external market test. The purpose is to reduce the risk of new products R & D, but also to find a sustainable and innovative way in the competitive market for enterprises. And provide a set of real applications for product innovation or existing products strengthen to meet customer’s needs.