Brand Construction Feasibility Study on The Co-working Space of Center for Innovation Taipei

• Main Authors: Chiu, Li-Wen, 邱立雯
• Other Authors: 賴建都
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/mqzq9e

碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 106 === With the advances in technology, people can work by only a computer with internet in anywhere. At the mean time, most of these workers can’t afford the expensive rent of the traditional office. They work at home or a coffee shop. Base on the sharing economy concept. Coworking space provide a solution that workers can share a work space with lower price. Also, coworking space provide workers a communicate occasion to share information and resources. This research take Center for Innovation Taipei as a study case. Base on the concept of sharing economy and brand construction, through in-depth interviews with operators and users of Center for Innovation Taipei to explore the operational plan and strategy, attempt and feasibility of brand construction. This research draw some findings as below: First, the operators consider semi-open space and community are most important to coworking space. And the users care space design cannot like traditional office and community. Second, operators and users consider the most important value of coworking space is it can provide chance to communicate. Third, the benefit that brand brought to is low benefit to coworking space. Fourth, the development of coworking space in Taiwan in challenging situation.