系統化創新產品機會辨識與分析

Systematic identification and analysis for Innovative Product opportunities

郭石欽

指導教授 ： 許棟樑

國立清華大學/工學院/工業工程與工程管理學系/碩士(2012年)

https://doi.org/10.6843/NTHU.2012.00655

摘要

辨識創新產品是在創新價值鏈的最前端，辨識到對的產品是比把做產品做對更
具影響力。到目前為止，絕大多數企業沒有完善的系統化過程，來辨識創新產品，
主要依賴於運氣、腦力激盪、隨機的方式，以辨識顧客需求的產品。
本研究嘗試以系統化的流程、結構化的表格和步驟，以辨識創新產品的機會，
就該創新產品機會分析其是否合於企業評估準則和定義一組明確的創新產品的
主要特徵。此流程的結果將被送入研發部門設計作為開發產品的定義。而這流程
和工具有利於辨識一般顧客不容易發掘但又令人興奮的產品。本研究使用的工具
含:問題階層分析、理想最終結果、9/12 宮格、理想最終屬性、傾聽顧客心聲、
極端人員看法、情境模擬和過濾/篩選矩陣等。區分為三個階段，分別是創新產
品辨識、分析和定義階段。此流程不僅可辨識創新產品，也可用於辨識創新服務
的機會。

關鍵字

萃智 ； 系統化創新 ； 機會辨識

並列摘要

Identification of innovative products is at the very front end of Innovation Value
Chain. Identifying the right products is much more influential than doing the product
right. So far, great majority of businesses do not have a sound systematic process of
identifying innovative products and relies mostly on the survey types of tools and
brainstorming-like random processes to identify products of customer needs.
This research attempted to orgnize a systematic procedure with structured forms
and steps to identify opportunities of innovative products, analize against major
business criteria and concludes with a set of clear high-level definitions of key
features of the selected innovative product(s). The output of this process will then be
fed to R&D department to design the product thus defined.The set of procedure and
tools proposed is conducive to identifying products that customer normally do not
expect but will be surprisingly delighted if the product becomes availble. This study
linked tools such as Problem Hierarchy Analysis, Ideal Final Result, 9/12 Windows,
Ideal Final Attributes, Voice of Customer, Omega Life View, Scenario Analysis, and
Pugh Matrix, etc. into a 3-stage Innovation Product Identification, Analysis, and
Definition Process. The proposed structured Procedure can not only used to identify
innovative products but also services.

參考文獻

Roger and Holak, "Determinats of Innovative Durables Adoption An Empirical Study

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賴士葆，技術創新特性與新產品發展績效相關之研究，《管理評論》，102-114，

University Press, Inc,1998.

Alvarez, S. A. and Busenitz,L.W., "The entrepreneurship of resource-based theory,"