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    Title: 落差的意會:理解工程師與使用者之間對智慧型手機的不調合期望
    Sensemaking Divided: Making Sense of Incongruent Expectations Towards Intelligent Mobile Phone Between Engineers and Users
    Authors: 皇甫培倫
    Contributors: 蕭瑞麟
    皇甫培倫
    Keywords: 工程師
    使用者
    意會
    智慧型手機
    品牌
    Date: 2015
    Issue Date: 2016-05-02 13:50:53 (UTC+8)
    Abstract: 本研究以華碩Zenfone(禪風)手機為案例,探討產品開發工程師與使用者雙方對於智慧型手機期望的落差。從智慧型手機的三大主要功能---主機、相機、人機介面切入,分析工程師與使用者之科技意會落差,藉以反思華碩之智慧型手機之策略,及其創新的挑戰。
    關於創新理論的探討,本研究引用了使用者創新理論、思維框架理論及科技意會理論,試著用正反合來辯證。使用者創新理論認為,產品開發人員應該從「領先使用者」身上找尋創新的點子。該理論說明了創新的來源,但對於開發人員要用甚麼方法與使用者互動「汲取」創新的點子,著墨不多。思維框架理論突顯開發人員與使用者擁有不同的思維脈絡,而這些思維框架造成雙方雞同鴨講,導致創新失敗。此理論說明了創新的阻礙,但卻未探討可以採取什麼行動,可以破除框架而創新。本研究主張要找出開發人員與使用者科技意會的落差,才能從落差中創新。首先,開發人員必須認知與使用者間存在著意會的落差,並思考造成落差的原因;釐造成落差的原因,才有機會克服這些障礙,從落差中汲取出創新的點子。
    實務上,面對日新月異的產業及市場,建議華碩必須認知工程師與使用者間科技意會的落差,才能真正掌握消費者而持續地創新。提出的建議包括:工程師要更能傾聽消費者的悲鳴之聲;研發主管要能夠理解造成意會落差的原因,進而在管理機制上,盡量破除思維框架的制約;行銷人員要能夠扮演工程師與消費者間的橋梁,協助工程師看透意會落差,進而解讀出創新的點子。意會落差的自覺亦可延伸到其他產業,任何產業的開發人員,通常都是該產業的「專家」,而他們的思維框架使他們對於消費者的痛點視而不見。期望意會落差的自覺,能夠幫助大多數代工思維的台灣產業,提升創造價值的能力。
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932082
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101932082
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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