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| Title: | 創意管理機制與創意商品開發績效之研究:演化理論觀點 |
| Authors: | 鄭仲興
Cheng, Chung-hsing |
| Contributors: | 吳思華
Wu, Se-Hwa
鄭仲興
Cheng, Chung-hsing |
| Keywords: | 創意商品開發
創意管理
創意產業
演化觀點
creative product development
creative management
creative industries
evolutionary perspectives |
| Date: | 2006 |
| Issue Date: | 2009-09-11 17:48:04 (UTC+8) |
| Abstract: | 創意商品的開發一般而言不但要兼顧新奇、效率而且還要面對較高的不確定性、較短的開發期。像工業設計，是一種需要不斷產生產品變異的同時，又要維持一定開發速度與產品風格的開發方式。由於創意商品的生產具有不確定性特徵，即投入產出之間的關係不再是簡單的線性關係，而是非常複雜的多元關係。
過去的產品開發研究，大都未考慮到不確定性問題，某些研究雖考慮到不確定性問題，但是卻沒有兼顧新奇問題的探討，更有一些研究強調過去經驗的重要性，但是進一步將過去經驗納入管理機制中的研究也不多見。由於創意商品開發的特性，有別於過去生產線式的產品開發，若以一般的管理型態並無法完全掌握這些特殊性，且在工業設計對企業的重要性和密切關係與日俱增之下，設計活動似乎有必要加以有效的管理。
基於上述原因，本研究主要是以演化觀點為理論基礎，透過演化因素的探討，並藉由創意產生機制(變異)、評價機制(選擇)與共同知識的結構及存量(保留)，以說明創意產業中知識或創意的變異、選擇與保留之管理，以及這些因素對於創意商品開發績效的影響。簡單地說，整個創意商品的開發過程，可以視為是一個創意元素受演化因素影響，達到改變其商品效果與開發速度的過程。而組織中經理人的角色便在於藉由操控演化影響因素，有意識地管理創意活動過程，進而提高組織生存與發展的機率。
本研究針對國內設計服務業為研究對象，進行問卷調查研究。從結果中發現，首先，在創意產生機制中的平行專案(水平變異)和團隊交換(垂直變異)的目的，前者是藉由加入複數之個人將創意之池擴大；後者是透過團隊交換的方式增加創意碰撞的機會，以擴大創意之池。而由統計分析可知，兩者在一定程度上都有助於擴大創意之池，進而提高產出符合品質要求的設計成果之機率。
其次，在評價機制部分，藉由設計過程中頻繁地查核及多重評價準則的篩選，有助於符合條件的設計創意加速脫穎而出，但是其彼此間的關係並不是單純的線性關係，而是先升後降的倒U型關係。再者，共同知識的精細化程度越高，越能促進創意產生機制中創意發想的開展，而知識存量越高，越能促進評價機制對於開發速度的正向影響。本研究的貢獻，在於補充了產品開發研究中，缺乏處理模糊前端的問題、對於創新與創造力研究，補足缺乏有效管理機制的問題、對於組織內層次演化觀點之研究，提供了可操作性的量化研究、對於設計產業的創意管理提供了初步的解答。
Generally speaking the development of the creative products should not only give consideration to the novelty, efficiency and face higher uncertainty, shorter life cycle. Like the industry design, it is one kind of development way, while needing to produce the products and make a variation constantly, and also it is need to keep develop speed and products style. Because the production of the creative products has uncertain characteristics, that relation between the input and output is no longer simple linear relations, but very complicated multiple relations.
Products developmental research in the past, not mostly considering the uncertain problem, some studies may consider the uncertain problem, but there is not discussion which gives consideration to the novel request, some studies may puts emphasis on the importance of experience even more, but they seldom put the previous experience into the mechanism of management. Because the development characteristic of the creative products, is different from the product development of the production line type, if with the general management type will be unable to completely keep the particularity, and under the circumstances that the industry design, more and more to the importance of enterprises, it need to manage effectively in design activity.
As stated above, this research is mainly to regard the evolutionary view as the theoretical foundation, through the discussion of the evolutionary factors, and the mechanism of creative generation (variation), the mechanism of evaluation (selection), and the structure and stock of common knowledge (retention), in order to explain the creative management of variation, selection and retention in creative industry, and the influence of the performance on the creative products in these factors. To put it shortly, Development process of the creative products, it is a creative element that is influenced by the factor of evolution, and change the outcome of the product effect and developing speed. And the manager`s role is to enhance the probability that evolutionary process will generate organizational survival and prosperity.
This research carries on the questionnaire and makes investigations to design company as the research object at Taiwan. Find from the result, at first, the purpose of the parallel project (horizontal variation) and the team exchange (vertical variation) in the mechanism of creative management, the former expands the pool of idea by joining the plural individual; The latter offers more opportunities that the idea collides by way of team exchange, in order to expand the pool of idea. And can know by statistical analysis, the two both contribute to expanding the pool of idea, and then improve the probability of design achievement that the output accords with the quality request.
Secondly, in the evaluation mechanism, the screening of frequently checking and multiple evaluation criterion in the design process, that promote the suitable creative to appear with higher speed, but its relation between each other is not the simple linear relations, but the inverted-U relation. Moreover, when the categorical degree of common knowledge is higher, can promote the expansion of the idea in the mechanism of creative generation, and knowledge is the higher in stock, can promote the influence of the mechanism of evaluation on developing speed.
The Contribution of this research, is supplement to study on new product development, which lack the problem of dealing with fuzzy front, study with creativity and innovation, fill the gap which lacks the effective mechanism of management under study creativity and innovation, to the research that the intra-organization evolutionary perspectives, have offered effective quantity studied, offered the preliminary answer to the creative management in design industries.
第一章 緒論 1
第一節 研究背景 1
壹、創意商品開發議題 1
貳、創意商品開發特性 2
第二節 研究動機 4
第三節 研究問題與目的 6
第四節 研究範圍與限制 7
壹、研究範圍 7
貳、研究限制 8
第五節 流程與論文架構 10
第二章 文獻探討 12
第一節 工業設計產業 12
壹、產業形貌 12
貳、設計活動之特性 19
參、設計管理之研究 23
小結 24
第二節 新產品開發相關研究 27
第三節 創意管理相關研究 29
壹、創意、創新與創造力 29
貳、創造力研究 31
參、創意管理研究 34
肆、組織創新研究 36
小結 37
第四節 演化理論的研究 40
壹、生物演化 40
貳、演化因素的作用 43
第五節 演化理論在社會科學中的應用 50
第六節 知識演化模式 57
壹、創意元素的內涵 57
貳、知識的演化 58
第七節、生物觀點與管理機制的對應 60
小結 62
第三章 研究架構 64
第一節 創意管理概觀 64
第二節 創意產生機制 67
壹、平行專案 69
貳、團隊交換 70
第三節 共同知識精細化程度 72
第四節 評價機制 74
壹、查核評價 74
貳、多重評價 75
第五節 共同知識存量 76
第四章 研究方法 78
第一節 案例分析 78
壹、個案公司商品演化現象 79
貳、個案公司訪談資料 82
第二節 研究變數與操作化 89
壹、創意產生機制 89
貳、評價機制 90
參、共同知識精細化程度與存量 91
肆、開發績效 92
第三節 研究設計 94
壹、研究對象 94
貳、資料來源與蒐集 94
第四節 資料分析方法 95
第五章 資料分析 98
第一節 資料收集結果 98
第二節 商品效果相關影響因素之實證分析 105
壹、平行專案對商品效果的影響 105
貳、團隊交換對商品效果的影響 107
參、知識精細化程度對平行專案與商品效果關係的調節影響 108
肆、知識精細化程度對團隊交換與商品效果關係的調節影響 116
第三節 開發速度相關影響因素之實證分析 123
壹、查核頻率對開發速度之影響 123
貳、查核項目對開發速度之影響 126
參、知識存量對查核頻率與開發速度關係的調節影響 129
肆、知識存量於評價項目與開發速度關係的調節影響 130
第四節 研究結果 133
第六章結論與建議 138
第一節 演化觀點與創意商品開發 138
第二節 理論貢獻與實務意涵 144
壹、理論貢獻 144
貳、實務意涵 150
第三節 後續研究建議 152
參考文獻 154
研究問卷 169 |
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| Description: | 博士
國立政治大學
科技管理研究所
89359505
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