智慧型手機產品創新過程中，技術問題及PM與R&D合作機制之研究－不同產品創新程度之個案比較

A Study of the Technical Problems, PM and R&D Cooperation Mechanism in the Smart Phone New Product Development Process-A Case Study of Different Levels of Product Innovativeness

翁明祥(Min-Sun Wuang) ； 陳志毅(Chi-Yi Cheng)

《創造學刊》 2卷1期 (2011/03) Pp. 29-52

https://doi.org/10.30081/CESJ.201103.0002

摘要

近十年台灣經濟發展，高科技代工扮演重要的角色，尤其智慧型手機面對全球化日益激烈的競爭環境，企業必須轉變為「創新導向」，創造出更大之附加價值。為落實創新導向，企業精確瞭解掌握產品創新過程成為重要議題。本研究將產品創新過程分為四個階段，包括產品設計、原型開發、小規模試製及大量生產等。將產品經理(PM)與研發工程師(R&D)的合作機制，分為研發主導、製程主導及雙方合作等三種類型，探討產品創新過程各階段所面對的技術問題及PM與R&D合作解決問題之類型。最後將產品創新程度分成全新產品、功能改良型及外型改良型等三種類型，比較三種產品所面對之各階段問題，及合作機制類型。本研究以個案研究方式針對HS公司選擇兩個專案（W與G），每個專案個包含三種不同創新程度的產品個案，深度訪談多與各個產品個案之P.M及R&D、收集六個個案之相關資料，結果發現在產品創新過程中，產品設計階段多面對M.E（機構）；原型開發階段則遭遇R.F（高頻）、B.B（基頻）及S.W（軟體）等四類技術問題；小規模試製階段則以ME為主；規模生產階段則面對SW為主。而針對全新產品之技術問題，PM與R&D則多兼採研發主導及雙方合作型合作機制；功能改良型產品，則採研發主導型合作機制；外型改良型產品，則兼採研發主導及製程主導型合作機制。

關鍵字

產品創新過程 ； 技術問題 ； 產品創新程度 ； PM與R&D合作機制

並列摘要

In the past ten years, Hi-Tech OEM (Original Equipment Manufacturer) plays an important role in the economic development of Taiwan. But following increasingly competitive environment of globalization, especially smart phone market, enterprises must change into an ”innovation-oriented” stage from an ”investment-oriented” stage to create greater additional value. Therefore, for the implementation of innovation-oriented, it has been become an important issue that enterprises must accurately understand the product innovation process. In this study, the product innovation process is divided into four stages, including product design, prototype development, pilot-run test and mass production, and cooperative mechanism between product manager (PM) and Research and develop engineer (R&D) is classified into three types, including R&D-led, process-led and cooperation of both sides. This study will investigate technical problems in various stages of the product innovation process and cooperative mechanism types between PM and R&D. Finally, the degree of product innovation is divided into three types such as brand-new products, function-improved products and appearance-improved products to compare the problems three product types faced for each stage and the types of cooperation mechanism. This research will use a case study approach to collect relevant materials of six cases by depth interview, and the results show that there are four technical problem types, including mechanical issue, radio frequency issue, base band issue and software issue in the product innovation process. For technical problem of brand-new products, PM and R&D adopt R&D-led and cooperation of both sides cooperation mechanisms; for technical problem of function-improved products, PM and R&D adopt R&D-led cooperation mechanism; for technical problem of appearance-improved products, PM and R&D adopt R&D-led and process-led cooperation mechanisms.

並列關鍵字

product innovation process ； technical problems ； different levels of product innovativeness ； cooperation mechanism