以基模理論從消費者觀點談產品創新管理與品牌管理

Focus on Customers: Exploring Product Innovation and Brand Management from Schema Aspects

10.53106/181345482021031501003

施登山(Teng-San Shih)；王學驤(Hsueh-Hsiang Wang)；楊台寧(Tai-Ning Yang)

產品創新 ； 品牌管理 ； 基模理論 ； Product innovation management ； Brand management ； Schema theory

多國籍企業管理評論

15卷1期（2021 / 03 / 01）

47 - 75

繁體中文

過度的產品創新會造成品牌稀釋的效果，使消費者對原本品牌定位與概念產生迷惑。而過分強調品牌管理則會造成公司無效的創新以及短視的研發，將造成公司創新能力下降。如何在兩者間找到平衡點，是企業重要的思考議題。本研究試圖以消費者基模理論來試圖釐清消費者如何看待公司產品創新與品牌管理，彌補過去文獻上著重於企業角度為導向分析之缺口。透過訪談蘋果公司之不同產品使用者，在理論貢獻上，本研究歸納出消費者之基模發展過程脈絡並發現消費者評估過程包括四個重要步驟包括：同化、解構、協調與聯合。本研究更進一步說明基模發展脈絡與產品創新、品牌管理之關係。提供管理者做為策略管理上之參考洞見。

Excessive product innovation causes brand dilution, and consumers may be confused about the original brand positioning and concept. Over emphasis on brand management results in ineffective innovation and the short-term research and development of companies. As consumers are unaware of market trend and lack technological knowledge, the innovative capacity of enterprises is lowered to achieve a balance between these two aspects, which is an important issue for enterprises. This study adopted the schema theory to clarify how consumers view the company's product innovation and brand management. This study aimed to bridge the gap that over focuses on the company's perspective in the past literature. By interviewing product users of Apple, this study organized the process of the development of consumers' schema. Findings suggest that the consumer evaluation process includes four main stages, which are assimilation, deconstruction, negotiation, and unitization. This study further explained the relationship between the development of schema, product innovation and brand management. The findings can provide a strategic management insight for managers as a reference.

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