新產品開發的關鍵成功因素 - 以A公司之電子產品為例

在大多數產業中，新產品開發的成功代表著競爭優勢。一個公司所推出的新產品越多，則市場佔有率與投資報酬率也越高，所以新產品開發是企業生存與成長的契機。然而新產品開發能成功的只有四分之一可以成功上市，有三分之一的產品會遭遇到失敗，可見要能成功的開發新產品並不是那麼容易。本研究把各學者對新產品開發的關鍵成功因素之理論，加以彙整並加以統計分類，得到多數學者對新產品開發關鍵成功因素的觀點為：高階主管的支持與承諾、專案團隊的建立與團隊合作、事前良好的策略與規劃、產品適時進入市場、分析市場需求掌握市場動向、符合顧客需求與期望的產品、良好的產品品質、研發能力、開發流程控管、研發時間的控管。本研究再以這些新產品開發關鍵成功因素理論為基礎，以開放式的問卷對A公司及其開發合作夥伴進行訪談，深入了解A公司與合作夥伴合作開發新產品數位相框印表機的實際運作。本研究藉敘說探究個案的研究來闡述新產品開發過程，將理論與實務面進行比對，找出A公司的新產品開發的關鍵成功因素，進而得到管理與實務的意函，並了解理論與實際是否能相互呼應相互驗證。

關鍵字

新產品開發；關鍵成功因素；敘說探究

並列摘要

In most industrial, a successful new product development means a company’s competitiveness in the market. The more new marketable product a company able to provide, the more market share and higher return of investment the company can get; therefore, new product development becomes the principle for a company’s growth and survival. However, there will be only one commercially successful product in every four newly developed ones and one in three new product development will fail; therefore, it is not easy to develop a potential new product. This study focus on the key elements of a success new product development studied by most famous executives and continue to discuss the main elements of success: support of the project from high management levels, team work, well planning & execution, accurate market analysis, quality control, research and development capability and last but not least, process & schedule control. Based on the success elements study, by using open survey and open discussion interview method to gather data from a consumer electronic manufacturer Company A and its co-development company for a new product Digital Photo Frame Printer to affirm the theory. This paper describes the process of an actual product development case and compares to theory to confirm the reason behind the product’s success.