顧客參與的新產品開發流程對IC設計公司的影響

Customers to participate in new product development strategy IC design companies on the impact of

溫上智(Shing-Chih Wen)

指導教授 ： 何建德

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

台灣 IC 設計產業的產值位居世界第二位僅次於美國， IC 設計公司在台灣半導體產業鏈中扮演非常重要的一環；然而目前台灣兩百多家 IC 設計公司中，年營業額小於新台幣1 億元的公司超過100 家，這些新創公司想要進入市場與國內外眾多公司競爭，但是它們所掌握的資源貧乏如何能發展競爭優勢，在激烈的競爭市場中脫穎而出？
在新產品開發的過程中，透過與顧客不斷的溝通與互動，減低了新產品開發中的不確定性，藉此也更能瞭解顧客的需求，提高新產品開發成功機率與績效。本文研究是以 IC 設計公司為個案探討新產品開發過程中與顧客互動對新產品開發的影響，藉由個案公司現有資料進行分析，以了解實際情況，並找出需要改進與可以建議的方向。結果顯示在新產品開發過程中顧客的類型、與顧客溝通的方式、雙方溝通的頻率這三項因素皆會對組織績效產生影響；產品開發過程如果可以預先評估顧客型態然後再選用適合的溝通方式、在開發過程中保持適當的溝通頻率，在這些條件配合下對組織所產生的績效一定會有正向的結果。

關鍵字

新產品開發、顧客參與、跨組織整合、組織溝通

並列摘要

Taiwanese IC design companies play a very important role in semiconductor industry.
The output value of IC design industry in Taiwan, takes the second place in the world, which is only less than that of U.S.A. However, among more than 200 companies there are more than 100 companies whose revenue is less than 100 million NT dollars (about 3 million U.S. dollars).

These new startup companies enter the market with limited resources to compete against other domestic and international giants and to grasp market share relies on how to develop competitive advantage to stand out in the fierce market.

In the course of new product development, through the persistent communication and interaction with customers decrease the uncertainty, improve the probability of new product success and performance.

This essay delves into interaction with customer impact of new product development as a IC design company individual case. Analyze the existing customer data. Understand the current problem and situation. Finally propose the new direction and improvement.
The result shown assessing customer segment, the way to communicate with customers and the frequency of interaction – these three factors have significant influence on new product development. If assessing the customer segment precisely in advance, adopting the suitable way of communication, and keeping the appropriate frequency of interaction with customers will lead to a fruitful and positive result.

並列關鍵字

new product development, customer participation, inter-organizational integration,organizational communication

參考文獻

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