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研究生:李雅清
論文名稱:法朵的馬德里想像:西班牙餐廳的創新再脈絡過程
論文名稱(外文):The Imaging of Fardo: The Process of Innovation Recontextualization from a Spanish Restaurant
指導教授:蕭瑞麟蕭瑞麟引用關係
指導教授(外文):Hsiao, Rueylin
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經營管理碩士學程(EMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:74
中文關鍵詞:創新採納在地化再脈絡化使用者行為跨文化轉移
相關次數:
  • 被引用被引用:1
  • 點閱點閱:212
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
當產業需要新的思維模式、需要創新時,經常借鏡他國的成功經驗以解決困境。然而,當一時的新鮮感和話題消褪後,單純的複製未必能達到成效,重點是企業應該如何回應在地使用者的需求。本研究專注三個課題。第一、如何由在地使用者的生活脈絡與行為,探索消費者的隱性需求。第二、如何創新採納異國文化經驗,與在地文化脈絡做結合,以重新設計新產品或新服務。第三、討論使用者於再脈絡化中的角色,以使用者為導向進行再脈絡化的過程。本研究以法朵新馬德里鐵板燒為案例討論,分析如何移轉西班牙飲食文化到台灣的餐廳。在學理方面,本研究探討再脈絡化的過程,以及使用者於再脈絡化過程中扮演的角色。發現異國文化經驗轉移除了研究兩者的文化脈絡,還必須透過使用者的觀點進行探討、進行再脈絡化。實務方面,本研究說明如何分析使用者來探索創新再脈絡化的可能性,並且思考如何融合原地與在地文化進行再脈絡,然後發展成以使用者為導向的設計,探討跨國文化經驗轉移的問題。
致謝詞 i
摘要 iii
表目錄 vii
圖目錄 viii
壹、緒論 1
1.1 研究動機 1
1.2 研究目的 3
1.3 預期效益 4
貳、文獻回顧 6
2.1 在地化及再脈絡化 6
2.2 使用者於再脈絡中的角色 17
2.3 研究缺口 19
參、研究方法 21
3.1 方法論與分析架構 21
3.2 案例選擇原則 22
3.3 資料收集 23
肆、研究發現 25
4.1初期設計:法朵的幸福鐵板燒 25
(一)案例背景與中價的市場缺口 25
(二)餐點:鐵板燒,台式的嗎? 34
(三)服務:不就是西餐廳嗎? 46
(四)使用者反應:這絕不是西班牙 48
4.2中期設計:在地化,帶入西班牙 54
(一)餐點:帶進Tapas 54
(二)服務:台灣的西班牙熱情 58
(三)使用者反應:西班牙式的台菜? 59
4.3後期設計:再脈絡化,法朵的馬德里想像 60
(一)餐點:粗獷的西班牙 60
(二)服務:馬德里的氛圍 64
(三)使用者反應:想像馬德里 69
五、討論 77
5-1 學術意涵 77
(一)如何將一項創新再脈絡 77
(二)使用者的角色 78
(三)再脈絡:將阻力化為助力 80
5-2 實務借鏡 80
(一)創新移轉需要學習再脈絡 81
(二)法朵應該如何改變 81
(三)企業應該如何導入「最佳實務」 82
5-3 研究限制與未來方向 82
(一)連鎖店的再脈絡設計 83
(二)結合資源效能化的研究 85
(三)結合格式輸出的研究 86
陸、結論 87
參考資料 88
中文文獻 88
英文文獻 89
附件:論文修訂答覆稿 92
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