| Summary: | 碩士 === 國立臺灣大學 === 國際企業管理組 === 94 === It’s has been decades since Taiwan high-tech industries established their presence in the global market, focusing mainly on OEM/ODM contract manufacturing. Being efficient and cost competitive contract manufacturers, most of Taiwanese firms were used to adopt supply-side, rather than demand-side, thinking to develop product and business innovation. While sparse investments on R&D could be found from one company to another, the purpose of these investment are still for meeting OEM/ODM client’s needs rather than for developing marketing-oriented technology and product innovation. The background as described above became more vivid to trigger my thesis idea about the importance of user’s value in the strategic product innovation process.
The purpose of this thesis is aiming at establishing a thinking framework of strategic product innovation thorugh the establishment of user value matrix. In this study, user interface is the critical interface to trigger user’s value, through means-end chain in value recognition process, to reach three different value stages: They are expectation of after use, realization of after use, and terminal user’s value.
The application of user value matrix not only can enhance Stain Shieh’s (1996) “Smile Curve” concept by integrating demand-side and supply-side strategies, but also can link with Kim & Mauborgne’s (2005) “Blue Ocean Strategy” arguments. Their arguments on product differentiations could be discovered systematically by rearranging the strategy canvas using the proposed user value matrix. After the analyses, the objective of the strategy canvas will be clearer and the meaning of value curve will be understood rather easily.
It is the author’s intention to encourage more professionals from Taiwan high-tech industries to do research from demand perspective and to cultivate more talented international marketer. By doing so, more “Blue Ocean Market” will thus be discovered.
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