藉網路科技之助，新聞報導與新聞的詮釋權不再由專業媒體組織獨掌，公民媒體以對抗主流媒體之姿闖出一片天，第一個由台灣公共媒體成立的公民新聞網路平台PeoPo即在這波趨勢中發展起來。PeoPo透過網路平台的互動功能，讓組織與平台的使用者（包含公民記者、合作學校與NGO）以及使用者社群之間有了更多的對話與資訊交流空間，Prahalad與Ramaswamy提倡的價值共創理論相互呼應。該理論強調，透過「溝通」、「近用」、「風險」和「透明度」等四個基石的實踐，可以讓每個與組織接觸的個人獲得獨特的經驗與價值，Hatch與Schultz進一步將價值共創發展為品牌共創，主張品牌不再能由企業端單獨塑造，必須透過每個使用者的經驗來創造品牌的意義，品牌價值存在於所有與組織相關的團體或個體的互動過程當中。

本研究奠基於Hatch與Schultz品牌共創架構之兩個面向：「利益關係人的參與」和「組織的自我揭露」，透過深度訪談方式，試圖瞭解PeoPo公民新聞平台與使用者的品牌共創過程，以及發展出的品牌價值與遭遇的困難與限制等，期能藉由企業管理的角度檢視PeoPo公民新聞平台與使用者的互動經驗，從而有助於傳播產業的發展與企管理論的運用。

研究結果發現PeoPo平台的品牌共創過程受到使用者高度認同與滿意，創造出個人化的品牌經驗，並與平台建立起相互信任與親密的夥伴關係；然由於組織與公視整體對於該平台的品牌共創未有足夠的共識以及遠見，加上平台本身人力、資金等資源不足皆影響共創過程的發展與品牌創新的可能，未來若能善用平台使用者的集體智慧和資源，將可能帶給組織更多創新的機會。

With the help of the Internet, the way of news broadcasting and the right of interpreting news are no longer monopolized by professional media organizations. Citizen media has brought forth a new era by countering the mainstream broadcasters. PeoPo, the first citizen journalism news platform funded by Taiwan Public Television, is a great example which was developed and is thriving during this new trend. Through the interactive functions of the Internet, PeoPo offers more avenues for dialogue and information interchange between the platform, users of the citizen journalism platform (including the citizen journalists, partner schools, and NGO) and user communities.

The notion behind PeoPo echoes Ramaswamy and Prahalad's value co-creation theory. The theory stresses that by fulfilling four key elements -- dialogue, access, risk assessment, and transparency, an organization allows every individual who has contacts with it acquire unique experience and value, therefore the individual is not only a passive receiver but an active co-creator of value. Hatch and Schultz further extend the value co-creation theory into the field of branding and develop the framework of branding co-creation. They contend that brands are no longer shaped by companies alone and the meaning of a brand must be created by user experiences. Therefore the value of a brand does not lie in the organization itself but within the process of interactions among all stakeholders.

Through in-depth interviews, the research utilizes Hatch and Schultz’s framework with its two dimensions, “stakeholder/company engagement” and “organizational self-disclosure”, to analyze and explain PeoPo’s branding co-creation process with its users. In addition, the obstacles and limitations during the process are discussed. By examining the interaction experiences between PeoPo and its users from the perspective of business management, the findings of the research can be further useful for the future development of the communication industry and the practice of business management theories.

The outcome of the research suggests that the branding co-creation of PeoPo is highly praised by users. During the interactions the users have created their own experiences and built a relationship of trust and partnership with PeoPo. Nevertheless, the lack of consensus, vision, human resources, and support remain the main problems for PeoPo in the co-branding process and hinder the possibilities of brand innovations. If PeoPo can better harness the collective wisdom of its users and resources, it will bring the organization more opportunities for innovation in the future.

論文審定書 i
誌謝 ii
中文摘要 iv
Abstract v
目錄 vii
表次 ix
圖次 x
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的與研究問題 5
壹、研究目的 5
貳、研究問題 8
第二章　文獻探討 10
第一節　公民新聞 10
壹、公民新聞的發展與意義 10
貳、PeoPo的公民參與 12
第二節　價值共創 17
壹、傳統企業為中心的思維挑戰 17
貳、顧客的自主性 20
參、行銷意涵的移轉 24
肆、企業的調適 27
伍、價值共創過程的要素 29
第三節　品牌共創 34
壹、品牌概念移轉 34
貳、品牌經驗的共同創造 37
第四節　研究架構 45
第三章　研究方法 46
第一節　研究對象 46
壹、PeoPo簡介 46
貳、PeoPo的經營與管理 47
第二節　研究方法 48
壹、深度訪談法 48
貳、訪談綱要 49
參、受訪者選擇 50
第四章　研究發現與討論 53
第一節　PeoPo平台使用者的參與 53
壹、平等而暢通的對話空間 54
貳、社群機制助溝通效能 57
參、校園中的溝通代理機制 61
肆、線上資訊的自主掌控 66
伍、線下實體活動強化互動 71
陸、使用者自主交流空間 76
柒、小結 78
第二節　PeoPo平台管理者的資訊揭露 82
壹、組織資訊公開透明 82
貳、訊息公開帶動公民新聞發展 86
參、訊息公開帶來的管理挑戰 90
肆、小結 91
第三節　PeoPo品牌共創的價值和挑戰 92
壹、夥伴關係 93
貳、順應與支持 98
參、困境與限制 102
肆、小結 106
第五章　研究結論與建議 108
第一節　研究結論 108
壹、個人化的品牌共創經驗 110
貳、互信與互助的夥伴價值 111
參、共創過程的限制與因應策略 111
第二節　研究反思 112
壹、共創環境與創新的關係 112
貳、網路科技的優勢和限制 113
參、品牌共創的實踐性 114
第三節　研究貢獻 115
第四節　研究限制與建議 116
參考文獻 118
附錄一 128

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