Imaginaires d'ambiance automobile et sémiotique des récits : une approche d'innovation expérientielle digitale en Chine

Abstract : Innovating new experiences is an innovation strategy that increases product differentiation and the perceived value of offers for the future autonomous cars. Young Chinese customers are a relevant target group of lead users to co-create those experiences. We address the co-creation of valuable experiences with targeted potential users and the building of the meaning of experiential imaginary that results from innovations (based on digital medias) echoing the need for sensory atmospherics while strolling in the city. We aim at understanding how meaning is built and first analyze the ambiance in China in terms of symbolic systems. We analyze the narrative structures of the experiential imaginary, considering the narratives as a major component of ambiance experiences and imaginary. Preliminary research on Chinese and Japanese ambiance concepts highlights a system of interactions and energies, major components of the experience of the atmospherics. We adopt the structuralism point of view of atmospherics as a semiotic system. With an empirical approach that associates projective techniques to semiotic analysis of the corresponding narratives, we describe the structural system of the experiential imaginary of young Chinese customers when imagining driving in the city in tomorrow’s cars. Semiotics offers a novel contribution of to innovation marketing and idea generation of experiential innovations. This theoretical stance valorizes the outside-in paradigm of future lead-users as co-creators of innovative experiences, whose imaginary narratives are raw materials for creativity. This approach is an alternative to brainstorming and its limits for creating disruptive innovations.
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Philippe Taupin. Imaginaires d'ambiance automobile et sémiotique des récits : une approche d'innovation expérientielle digitale en Chine. Génie mécanique [physics.class-ph]. Université Pierre et Marie Curie - Paris VI, 2017. Français. ⟨NNT : 2017PA066329⟩. ⟨tel-01726295⟩

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