产品语言创新解释性维度的推进机制研究

The Propulsion Mechanism of Interpretive Dimension of the Innovation of Product Languages

在全球化竞争环境下,本土化战略的实施可以采取一种基于社会文化模式变迁的产品语言创新方式,其成功与否取决于对社会文化模式变迁的解释力以及这种解释性维度向企业内部的有效推进。分析了产品语言创新解释性维度的推进过程、障碍及解决机制。研究表明,推进过程的关键环节依次为项目接口、组织边界接口和创意-创新接口;各接口处的障碍分别为高层管理者的认知僵化、企业内部解释者固定或者信念和认知被强化、组织信念和组织常规;解决途径分别为提高管理者的学习能力、增强个人忘记、建立独立的对话空间、加强沟通,以及与新组织的合作。

The implementation of localization strategy under the condition of global competition can take a way of the inno- vation of product languages based on socio-cultura[ patterns changes. Its success depends on the interpretive power toward socio-eultural patterns changes and effective propulsion of such interpretive dimension. Therefore, this paper mainly ana- lyzes the propulsion process mechanism of interpretive dimension of the innovation of product languages and its obstacles and solving mechanism. Results show that the key link of propulsion process can be divided into project interface, organi- zation boundary interface and creativeness-innovation interface; all the obstacles are respectively the top manager＇s cogni- tive rigidity, internal interpreter＇s fixed or strengthened beliefs and perceptions, and organization beliefs and organization routine; the solutions are respectively to improve top manager＇s learning ability, individual unlearning, independent dia- logue space and to strengthen communication, and to strengthen cooperation with new organization.