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題名:品牌工作之分析:多層次認知架構之觀點
作者:鄔榮霖
作者(外文):Rong Lin Wu
校院名稱:輔仁大學
系所名稱:心理學系
指導教授:王思峰
徐達光
學位類別:博士
出版日期:2008
主題關鍵詞:多層次認知性任務分析敘說分析工作分析品牌品牌經理人multilevelcognitive task analysisnarrative analysiswork analysisbrandbrand manager
原始連結:連回原系統網址new window
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隨著全球商業競爭的白熱化,台灣代工產業漸次朝向自創品牌的商業模式發展,但過去品牌的研究卻聚焦在消費者與品牌的關係,較少觸及經理人如何完成品牌的工作。在經理人為品牌創造的主體之觀點下,本研究嘗試以工業與組織心理學中工作分析之方法,採認知取向的任務分析,逐步建構出品牌工作的樣貌。本研究的探究問題大抵上有四個,其一為在不同的品牌工作任務之下,經理人的心智模式之可能組成與樣態?其二為經理人經營品牌時其工作任務之型態與如何處理?其三為經理人如何透過視知覺以及認知處理品牌完成相關的工作?其間可能的認知差異為何?其四則是回答品牌工作群組之間挪動與轉移的現象?以及影響挪動與轉換的可能因素為何?
本研究的探究方法分成兩種,第一種是敘說取向的個案故事鋪陳,描述了四個個人與組織脈絡發展之品牌故事,第二種則是以詮釋的認知取向任務分析為方法,從心智模式、視知覺與認知處理的層次來解讀品牌經理人如何完成工作的歷程,並統合第一種與第二種方法建構出多層次工作分析的理論性架構。整個研究是以「敘說-詮釋-建構」的循環歷程作為問題框定與發現的探究,研究設計邏輯是採取個案研究中「多重個案設計-多重分析單元」的嵌入式設計。收集資料的技術主要是以深入訪談、觀察日誌以及次級資料的方式收集個體層次以及組織層次的資料,個案內容為十一家台灣從事品牌事業的紡織業廠商,並有其他三個品牌實務工作者的輔助內容。
研究結果呈現四個不同品牌經營故事的敘說分析,其一為台商前往中國大陸自創品牌轉折的故事,其心智模式與組織發展的調整歷程。其二為台商在大陸發展自有品牌較為成功的歷程,描述品牌通路的擴散與品牌組合的發展。其三為台灣代工廠商嘗試發展自有品牌,以及組織文化對於品牌工作的作用與影響。其四為設計師自創品牌行銷到全世界,描述創新與全球化品牌工作之發展。
另外心智模式為視框的解讀方面,組織內的品牌工作大抵可分成兩類的組成,其一為與視覺設計相關的工作群組之模式,其二為經營管理相關的工作群組之模式。以視知覺與認知處理的歷程建構經理人的工作之內在歷程,依循著認知處理的層次可區分為選擇性知覺、概念形成與問題定義、決策與問題解決以及心智模式之組成,研究者嘗試提出認知取向的品牌工作之模式,並根據經理人不同的認知風格做出品牌工作差異之推論。最後,研究者再論述工作群組之間挪動與轉移的現象,以及在時間歷程之下心智模式之調整與組織文化對於心智模式之作用。根據整個研究的內容,研究者提出多層次的品牌工作分析之理論性視框,並與其他理論做出對話,期能對於品牌工作的實務與理論有些許貢獻。
Along with the competitive global market, Taiwan’s Original Equipment Manufacturers has transformed their business models into self-owned brands progressively. Most previous literatures focused on the relationship between consumer perception and brands, but a brand manager’s tasks have been ignored. With the premise of managers’ subjectivity in creating a brand, cognitive task analysis and work analysis, which derive from industrial and organizational psychology were conducted to construct their job contents.
The study addresses four questions: (1) What are the mental model of brand managers? (2) What are the types of brand managers’ tasks and coping strategies?
(3) How do brand managers to accomplish their tasks through visual perception and cognitive process, and what are the differences between these cognitive styles? (4) How are the workgroup mobility and transition in creating a brand, and what are their factors?
Two methods were employed in the research. The first one is narrative approach, which is used to describe four case stories in personal and organizational contexts. And the second one is cognitive task analysis with three aspects of mental models, visual perception, and cognitive processing, to interpret a brand manager’s jobs. Finally, the integrated multi-level theory is presented.
The research goes through by a “narration- interpretation–construction” cycle for investigation. The methodology adopted a “multi-case and multi-unit” embedded design, which is used for case study. The research methods included depth-interview, participative observation, and secondary data at the individual and organizational levels. These cases revealed eleven companies with self-owned brands, and also three brand workers from textiles industries in Taiwan.
The results show four different narrative analyses of stories about brand building. The first two stories are both presenting Taiwan enterprisers in Mainland China: one had experienced spiny process of brand building but adopted his mental model and organization to the environment later; on the contrary, the former illustrates at successful brand development of distribution management and brands portfolio. The third one is a story of self-owned brand development of a Taiwan’s textiles Original Equipment Manufacturer and the influence from organizational culture on branding. The last story describes a Taiwan’s designers’ expansion of world market with her innovative and global self-owned brand.
On the other hand, according to the analyses of mental models represents two classifications of branding work in organizations: one is vision-based work group; the other is management-based work group. From the viewpoint of visual perception and cognitive process, the researcher integrates these managers’ mind processes. The results show that these managers’ cognitive levels are: (1) selective perception ; (2)concept formation and problem-defining; (3)decision-making and problem-solving; (4)the formulation of mental models. Further, the researcher offers a cognitive model of work of branding, the differentiations of work output, based on cognitive styles. Besides, the transitional work groups, the chronological adaptation of mental models, and the influence of organizational culture on mental models are discussed. Finally, the author advanced the framework of multi-level work analysis on branding, compared and contrasted theories and also offered implications for academic researchers and practical managers.
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