2019-06-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/702495摘要：有鑑於在顧客主導邏輯 (customer dominate logic) 以及消費升級的趨勢之下，以消費者為中心的「我」生態概念逐漸受到企業的關注。要落實我生態思維，企業得由消費場景開始，了解消費的意義，再辨識可為消費者帶來(功能性或象徵性上)價值互補或加乘的夥伴，再尋求結盟的機會。從消費衛星群像來辨識並找尋合作的產品以及品牌，以槓桿衛星夥伴的品牌及顧客資產，或許是“資源相對有限”的華人企業勝出之道。 在研究執行上，將結合行動研究和個案研究方法，與個案企業共同發展並實驗一套基於消費者價值以及廠商的無形價值，而串連合作夥伴的我生態策略。 研究人員將透過現場觀察及訪問來釐清縮時攝影的應用場域，以及場域中的消費旅程。 並且從消費者的觀點定義產品的意義及理解個案品牌(Brinno) 在消費場景所扮演的角色，進而找尋在功能上和象徵意義上互補的產品和品牌。 除了擬定及驗證我生態發展策略及發展機制之外，對企業而言，實質的效益則是辨認出適合結盟的夥伴，進而說服合作夥伴「我」生態可提供的集體價值。這個部分可以經由衡量合作品牌數、品牌形象、用戶數等的變化來評估其效益。 在管理意涵上，本產學研究結果也可以提供意圖透過打群架的方式共同開發市場的中小企業一個指導方針。尤其，本研究所提供的策略意涵將對正面臨從OEM/ODM的角色轉型成OBM角色，以及期望透過和合作來共創品牌價值的台灣企業有所啟發。 <br> Abstract: In the trends of customer dominate logic and consumption upgrading, the concept of user-centric “mecosystem” arise. Brands that seek to lead in building a mecosystem will have to recognize the pattern of consumption in the context of key scenarios/settings, and uncover artifacts with complementary features, either functional or symbolic, to complete the aspirational meaning of consumption. Brands strive to map a consumption constellation and look for partnership of product and brand, which provides an opportunity to collaborate with their alliance. This study calls for a field-based research that involves action research and case study to shed light on mecosystem development and experiment. Specifically, the researcher will be working with a case company (Brinno )who owns an array of time-lapse photography products and has developed various applications of product usage. By analyzing user’s consumption journey and key activities, the research will identify consumption pattern and meanings and thus suggest complementary products and brands for Brinno to collaborate. In addition to provide holistic picture underlying the construction of mecosystem and strategy development, we provides the guideline of which partnership should look for and create the value collectively in mecosystem. Benefits and values derived from mecosystem development will also be measured. In managerial implication, our research provides holistic picture underlying the construction of “mecosystem”. The findings will also provide guidelines and benefits to Taiwan firms, which have had the unique trajectory of their distinct position in industry (i.e., OEM and ODM specialization) and their prospective role as a value creator (i.e., OBM), on how they should devise cobranding strategies to excel in the Age of Experience.消費衛星群像我生態策略邏輯行動研究Consumption constellationMecosystemBrand strategyAction research