以價值創造循環觀點探討移動互聯網之產品研發與客服關係－以P公司為例

本研究主要透過個案研究，探討公司內部流程如何支持新產品發展和產品如何與市場接軌的議題。並探討在產品量產上市後，公司如何與使用者互動，如何透過移動互聯網的平台來營造品牌的價值。在移動互聯網的時代，筆者認為新產品發展不再是以產品功能或產品吸引用戶的特質為價值主張，在這個移動互聯網發達的時代，使用者已經可以隨時透過移動設備掌控工作、娛樂、安全、家庭、交通等的生活模式。因此發展出以使用者、應用、終端、平台、內容為核心的創新商務模式。在這樣的創新變革下，品牌公司對於粉絲經營、客戶服務是否完善，將主導整個產品是否成功的贏得消費者喜愛的重要要素。本研究將探討價值創造循環系統的運作模式，也探討產品研發系統如何支持客服系統以創造服務新模式，譬如在原有的傳統客服系統上加入反饋雲APP 與公眾號的反饋接觸點，讓反饋流程完整化，當用戶在產品的使用上發現問題時，用戶不再只有熱線電話可以接觸到服務人員，同時也可以透過反饋雲APP 或是 Wechat 來與服務人員反饋問題並得到協助。透過與開發流程中任務追蹤系統的結合，讓開發人員能更及時的解決用戶端問題。而這些與用戶間的溝通與操作資料也都能成為日後研發部門或是產品/行銷部門的開發方向來源，本研究期望建構出一套可行的模式。

關鍵字

價值創造循環系統；反饋雲；任務追蹤系統；反饋接觸點；客服系統

並列摘要

In this study, mainly through case studies, to explore how the company's internal processes to support new product development and how the company's products and market integration issues. And to explore in the mass production market, how brands interact with the user, how to create brand value through the mobile Internet platform. In the mobile Internet era, I believe that new product development is no longer based on product features or characteristics of the product to attract customer’s value proposition, in this age of advanced mobile Internet users can already control at any time through mobile devices to work, entertainment, security, family, transportation and other lifestyle. Therefore, to develop user applications, terminals, platforms, content is the core of the innovation business model. In this innovative changes, brand companies for fan management, customer service is perfect, will dominate the entire product is successfully won an important element of consumer favorite. This study will explore the value creation of the circulatory system mode of operation, but also to explore product development system how to support the customer service system to create a new service model, such as incorporating feedback contact point feedback Cloud APP and public numbers in the original tradition of customer service system, so that the feedback process complete technology, when the user finds problems in using the product, the user can not only access to a hotline service personnel, but also can access via cloud or Wechat to feedback and service issues through feedback and assistance. Through a combination of process and development task tracking system, allowing developers to solve client problems in a more timely. And communicate with the operating data between users and these also can become the future development direction of research and development departments or origin of the product / marketing sector, the study expects construct a workable model.