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題名 | 觀光工廠的前瞻科技展場角色與創新擴散--以臺灣玻璃館為例=Company Museum as a Platform to Demonstrate Technical Innovations and Foster Innovation Diffusion: A Case Study of Taiwan Glass Gallery |
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作者 | 楊燕枝; Yang, Yann-jy; |
期刊 | 行銷評論 |
出版日期 | 20140300 |
卷期 | 11:1 2014.春[民103.春] |
頁次 | 頁79-96 |
分類號 | 992.3 |
語文 | chi |
關鍵詞 | 觀光工廠; 創新擴散; 臺灣玻璃館; 創新合作; Company museum; Innovation diffusion; Taiwan glass gallery; Innovation collaboration; |
中文摘要 | 隨著政府大力輔導觀光工廠的成立後,許多研究針對觀光工廠的執行效益進行探討。然而,大部分研究均將觀光工廠的效益侷限在觀光收益與產品銷售等有形收益,以及企業聲譽的無形收益,對於觀光工廠的其他產業效益探討甚少。本研究主張良好的觀光工廠廚具有經濟效益與教育功能外,也可以扮演前瞻科技展館,作為新產品創新擴散的展演平臺。廠商若能善用觀光工廠來推介創新產品給消費者,將可有效較低新產品的導入期,加快擴散的速度。而創新合作體系的參與廠商若能以觀光工廠作為前瞻科技展場,來共同教育消費者,共同分攤教育消費者所需的成本,將可避免廠商爭相擔任後進廠商的反創新擴散的狀況。換句話說,觀光工廠可以成為企業的策略工具,達到促進產業合作體系運作的效果。本研究以臺灣玻璃館觀光工廠做為研究標的,以質性個案分析的方式進行探討。本研究所獲得的結果,提供另一層面觀點來評估觀光工廠的效益。 |
英文摘要 | To increase revenues of Taiwanese factories, Taiwan Government initial a project of “tourism factory” that invite traditional factory to change as a tourism factory that serve as a place for tourism visit. The company museum can improve reputation of company and earn revenues from museum admission, DIY activities admission, and product selling income. Most studies focused on the monetary value from the tourism factory. However, the revenues and reputation are not the only benefits for company museums. Company museum can be served as a place to demonstrate technical innovations and foster innovation diffusion. First mover of innovate product have to spend enormous cost to educate potential early adopters. The high cost of consumer education may be a disadvantage for first movers. Thus, some technology innovators prefer to serve as a second mover to save this cost. If most companies choose to stay in the second mover positions, the technology will not be introduced to the market early. To prevent this tendency of second movers, company museum co-operated by allied companies maybe a solution. The companies share the cost of company museum and demonstrate the innovative product in the company museum. By this arrangement, the new innovation product can be introduced to the market quickly. In the other word, company museums can be a tool for strategic alliance of new product development. The current study used a case study of Taiwan Glass Gallery to reveal that company museum can be a way to foster innovation diffusion and to enhance the collaboration in innovation development. The results of the current study revealed benefits of company museum from a different view point. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。