本文選題：知識(shí)共享 + 產(chǎn)品創(chuàng)新��； 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：傳統(tǒng)的產(chǎn)品創(chuàng)新模式是企業(yè)通過(guò)市場(chǎng)調(diào)查的方式,直接了解消費(fèi)者的需求,然后再對(duì)消費(fèi)者的需求進(jìn)行分析,最后研究解決方案進(jìn)行新產(chǎn)品的開(kāi)發(fā)。技術(shù)的不斷革新縮短了企業(yè)新產(chǎn)品的開(kāi)發(fā)周期,使得市場(chǎng)的競(jìng)爭(zhēng)更加慘烈�；谶@樣的情況,企業(yè)需要對(duì)以往的產(chǎn)品創(chuàng)新方式進(jìn)行改變。近年來(lái)不斷涌現(xiàn)的購(gòu)物平臺(tái),如小米商城、蘋(píng)果官網(wǎng)、華為商城等,為消費(fèi)者提供了極大的便利,使得消費(fèi)者能夠在虛擬網(wǎng)絡(luò)中購(gòu)買(mǎi)自己喜愛(ài)的產(chǎn)品。網(wǎng)絡(luò)購(gòu)物的興起促使了虛擬品牌社區(qū)的不斷向前發(fā)展。虛擬品牌社區(qū)為企業(yè)和社區(qū)用戶(hù)兩者的溝通提供了暢通的渠道,更為企業(yè)進(jìn)行產(chǎn)品的創(chuàng)新提供了一個(gè)平臺(tái)。企業(yè)借助虛擬品牌社區(qū)如何將社區(qū)用戶(hù)納入到企業(yè)新產(chǎn)品的創(chuàng)新過(guò)程,影響消費(fèi)者參與產(chǎn)品創(chuàng)新的因素有哪些,消費(fèi)者的產(chǎn)品創(chuàng)新行為又有哪些,這些問(wèn)題都具有重要的現(xiàn)實(shí)意義和學(xué)術(shù)價(jià)值�；谝陨媳尘�,本文首先對(duì)虛擬品牌社區(qū)、虛擬品牌社區(qū)知識(shí)共享、產(chǎn)品創(chuàng)新、品牌認(rèn)同等概念以及它們的研究現(xiàn)狀進(jìn)行詳細(xì)地綜述。然后,具體分析了用戶(hù)的知識(shí)共享對(duì)產(chǎn)品創(chuàng)新的影響作用,品牌認(rèn)同在虛擬品牌社區(qū)用戶(hù)知識(shí)共享與產(chǎn)品創(chuàng)新的影響的中介作用。通過(guò)梳理有關(guān)虛擬品牌社區(qū)知識(shí)共享、產(chǎn)品創(chuàng)新的研究文獻(xiàn),確定知識(shí)共享和產(chǎn)品創(chuàng)新的構(gòu)成維度�；谟脩�(hù)知識(shí)共享的動(dòng)機(jī)角度,確定知識(shí)共享的維度包括娛樂(lè)性知識(shí)共享、目的性知識(shí)共享和聯(lián)系性知識(shí)共享�；谝酝P(guān)于產(chǎn)品創(chuàng)新的研究成果,本文將產(chǎn)品創(chuàng)新的構(gòu)成劃分為產(chǎn)品創(chuàng)意、產(chǎn)品測(cè)試和產(chǎn)品促銷(xiāo)三個(gè)層次。最后,本研究以虛擬品牌社區(qū)為研究對(duì)象,探討分析用戶(hù)知識(shí)共享對(duì)產(chǎn)品創(chuàng)新的影響,建立虛擬品牌社區(qū)用戶(hù)知識(shí)共享與產(chǎn)品創(chuàng)新的影響模型,提出對(duì)應(yīng)的研究假設(shè)。本研究通過(guò)問(wèn)卷星平臺(tái)生成正式的測(cè)試問(wèn)卷,再以鏈接與二維碼的形式將問(wèn)卷發(fā)放到社區(qū)貼吧、小米QQ群、小米論壇進(jìn)行數(shù)據(jù)的收集,收到291份問(wèn)卷,可用以進(jìn)行統(tǒng)計(jì)分析的問(wèn)卷數(shù)為240。運(yùn)用SPSS22.0和AMOS21.0軟件對(duì)采集的有效數(shù)據(jù)進(jìn)行處理分析。實(shí)證結(jié)果表明,虛擬品牌社區(qū)中用戶(hù)之間的知識(shí)共享對(duì)品牌認(rèn)同有正向作用,而用戶(hù)的品牌認(rèn)同對(duì)用戶(hù)參與產(chǎn)品創(chuàng)新活動(dòng)具有顯著的促進(jìn)效果。
[Abstract]:The traditional product innovation mode is that the enterprise directly understands the consumer's demand through the way of the market investigation, then analyzes the consumer's demand, and finally studies the solution to carry on the new product development. The continuous innovation of technology shortens the development cycle of new products and makes the market more competitive. Based on this situation, enterprises need to change the way of product innovation in the past. In recent years, shopping platforms, such as Xiaomi Mall, Apple website and Huawei Mall, have provided great convenience to consumers and enabled them to buy their favorite products in virtual networks. The rise of online shopping promotes the continuous development of virtual brand community. Virtual brand community provides a smooth channel for communication between enterprises and community users, and provides a platform for enterprises to innovate their products. With the help of virtual brand community, how to bring community users into the innovation process of new products of enterprises, what are the factors that affect the consumers' participation in product innovation, and what are the consumers' product innovation behaviors? These problems have important practical significance and academic value. Based on the above background, this paper firstly summarizes the concepts of virtual brand community, virtual brand community knowledge sharing, product innovation, brand identity and their research status. Then, it analyzes the impact of user knowledge sharing on product innovation and the intermediary role of brand identity in the impact of user knowledge sharing and product innovation in virtual brand community. Through combing the research literature about virtual brand community knowledge sharing and product innovation, the author determines the composing dimension of knowledge sharing and product innovation. Based on the motivation of user knowledge sharing, the dimensions of knowledge sharing include entertaining knowledge sharing, purposive knowledge sharing and associative knowledge sharing. Based on the previous research results on product innovation, the composition of product innovation is divided into three levels: product creativity, product testing and product promotion. Finally, this research takes virtual brand community as the research object, discusses and analyzes the impact of user knowledge sharing on product innovation, establishes the impact model of user knowledge sharing and product innovation in virtual brand community, and puts forward the corresponding research hypothesis. This research forms the formal test questionnaire through the questionnaire star platform, then sends the questionnaire to the community post bar, the Xiaomi QQ group, the Xiaomi forum carries on the data collection, receives 291 questionnaires in the form of the link and the QR code. The number of questionnaires available for statistical analysis was 240. SPSS 22.0 and AMOS21.0 software are used to process and analyze the effective data collected. The empirical results show that the knowledge sharing among users in the virtual brand community has a positive effect on brand identity, while the brand identity of users has a significant effect on the participation of users in product innovation activities.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F273.2

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