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系統識別號 U0026-3101201513021400
論文名稱(中文) 運用跨領域類比法於行銷創新之研究
論文名稱(英文) Cross-Industry Analogical Thinking Method for Creative Marketing Research
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 103
學期 1
出版年 104
研究生(中文) 李佳蓉
研究生(英文) Chia-Jung Lee
電子信箱 necochia@gmail.com
學號 PA6004023
學位類別 碩士
語文別 英文
論文頁數 120頁
口試委員 指導教授-謝孟達
指導教授-吳一昇
口試委員-楊佳翰
口試委員-高如妃
中文關鍵字 跨領域創新  跨領域類比法  行銷創新 
英文關鍵字 Cross-industry innovation  Cross-industry Analogical thinking method  marketing innovation 
學科別分類
中文摘要 跨領域創新是一種特別的創新類型,藉由跨領域類比法的協助,先抽象化自身產業問題,在不同產業裡搜尋解法,再將他產業的解法類比回本產業進行轉化來解決問題。跨領域類比法有助於跳脫現有產業框架進行創新,經由許多學術研究探討,被認為是有意義的創新方法,在產品創新、問題解決上也獲得不錯的成效,然而行銷創新上的運用卻缺乏研究,也沒有實證運用。因此本研究以貝伊拉手工鮮奶酪品牌為題目,運用跨領域類比法協助其進行行銷計劃創新之發想,目的在探究跨領域類比法運用於行銷創新上的幫助程度。

研究者邀請21位活動參與者以『如何幫貝伊拉跳脫健康美味手作,來吸引並滿足女孩子的需求,讓他們想購買?』為題目,進行一個具有對比效果的實驗活動。再介紹完背景資料後,研究者先給予大家10分鐘寫下腦海中想到的計劃發想,然後再分別發放指彩產業與速食餐廳產業的相關資料,根據跨領域類比法的步驟「1.抽象化問題,2.在它領域搜尋解答,3.類比回原領域重新架構可能的解答。」,在40分鐘內,引導其進行發想並收斂歸納為發想成果。最後總計共56個成果,後續請三位專家與貝伊拉老闆分別評估每個發想成果的行銷計畫創新程度,以進行後續Wilcoxon符號等級檢定,檢驗跨領域類比法在此活動中是否能顯著提高創新程度。

分析結果證實,跨領域類比法相較於一般常用的直接思考法,確實顯著的提升行銷計劃創新性,有助於後續的品牌行銷創新。此研究證明了跨領域行銷創新確實有其價值,也值得後續深入探討與研究。
英文摘要 The cross-industry innovation is the special case of innovation, where already existing solutions from one industry are retranslated to meet the requirements of company’s current market or products in another industry. However, discussions on the application of cross-industry innovation focused on technological problem solving and product innovations. There’s no instance in the marketing innovation. Therefore, in this study, we propose the transfer of a marketing program taken from the nail polish industry and fast-food industry to the pudding market in order to explore the helpfulness of cross-industry innovation in marketing domain.

Baelle is a 4-year-old milk pudding brand in Tainan, a southern city of Taiwan. This study chose “Besides the value of health, delicacy and hand-made pudding, how to attract girls to buy Baelle’s milk pudding? ” as the topic of the control experiment. After introduction of the marketing program topic and the topic brand, 21 participants were asked to write down the marketing program thinking directly in 10 minutes and then followed the cross-industry analogical thinking steps, the method is used in the cross-industry product innovation, to develop the marketing program from nail polish industry or fast food industry in 40 minutes. The creativity of marketing programs was scored by four marketing experts. The obtained scores were counted and analyzed by the Wilcoxon signed rank test, to discuss the difference between direct thinking results and cross-industry analogical thinking results in the marketing program creativity.

The final results indicate that the process of analogy thinking in cross-industry product innovation is helpful for enhancing the creativity of the marketing program significantly, both in novelty and meaningfulness dimensions of creativity. Moreover, from the feedback questionnaires, most participants think the process of analogy thinking is easy for them and helpful for the developing process of creating marketing differentiation. In conclusion, the cross-industry marketing innovation is worth researching deeper and using in practice to enhance marketing creativity.
論文目次 Table of Contents
Chinese abstract i
Abstract ii
Acknowledgments iv
Table of Contents v
Ⅰ.Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 2
1.3 Research Framework 3
Ⅱ.Literature Review 5
2.1 Analogy 5
2.2 Analogical thinking 9
2.3 marketing innovation 16
2.4 cross-industry innovation 21
2.5 Brief summary of the literature review 26
III.Methodology 27
3.1 research hypothesis and design 27
3.2 Experiment materials preparation 32
3.3 Formal experiment 40
3.4 Data Analysis 45
IV.Research Results and Discussion 47
4.1 The descriptive statistic analysis 47
4.2 The Reliability and Validity of the Expert Questionnaire 51
4.3 The inter-rater reliability analysis 54
4.4 The Significant Difference analysis 55
4.5 Research discussion 69
Ⅴ. Conclusion and Suggestion 76
5.1 Conclusion 76
5.2 Suggestion 77
References 79
Appendix.1 86
Appendix.2 the PPT for introduction of marketing and experiment 95
Appendix.3 the experimental example 104
Appendix.4 The case study analysis and images of nail-polish industry 105
Appendix.5 The case study analysis and images of fast-food industry 111
Appendix.6 Guided papers 116
Appendix.7 feedback questionnaires used in formal experiment 118
Appendix.8 feedback from participants 119
Appendix.9 feedback from participants about this activity 120
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