新創商品進入市場之研究-以R公司新創無線路由器進入美國市場為例

「……不創新只能坐以待斃」 Freeman (1982) ，在全球高科技產業高度競爭的經營環境下，不管是大企業或新創團隊，為了生存，都必須不斷調適和創新以增強在市場競爭力，目前最主流採用的方式即是持續不斷推出新產品以期望在新的市場裡獲得較高的利潤與市占率，其次就是希望藉由新產品快速推出進而建立起與市場競爭者彼此間的競爭與技術門檻，期望奪得進入新市場之先機取得優勢地位，進而建構起獨佔市場。 Christensen(2000)破壞式創新理論指出，成功企業應要花 80% 的資源在維持型創新，剩下20%的資源則放在破壞性創新上，在現今高科技產業產品生命週越趨短暫、產品不斷的快速更新下、競爭者隨時可能在市場上推出新產品，改變競爭的基礎，所以持續推出新產品成為企業生存的不二法門。但要如何創新、創新產品是否有利基市場、本研究將藉由個案R公司所研發具有破壞式創新因子的創新無線路由器為探討破壊式創新理論，並透過USP產品獨特賣點理論找到產品的獨特賣點，再使用產品差異化理論建構產品差異化創造吸引消費者目光的行銷亮點，並搭配一套新創團隊適合在美國市場執行的低成本且具有效益的內容行銷與社群網站行銷的建議方式，與本研究所提供的募資網站、銷售網站、實體通路等的佈建方向與建議，希望能藉由上述步驟增加創新商品的曝光、資金募集、市場調查等的機會，能有效提高創新產品在美國市場的競爭力、減少創新產品商品化失敗率，希望能藉由本研究提供未來新創公司或業界研發創新商品進入美國市場的參考，增加新創公司或業界推出創新產品時的成功機率，最後希望能夠提供學界與業界後續創新商品進入美國市場的研究做出貢獻。

關鍵字

創新；新創商品；破壞式創新

並列摘要

"...... Not to innovate is to die," Freeman (1982), in the global high-tech industry is highly competitive business environment, no matter what big companies or newly created team, in order to survive, have to constantly adapt and innovate to enhance the market competitiveness , the most mainstream way used that is continuing to introduce new products to expect higher profits and market share in new markets, followed by rapid introduction of new products, hoping thereby to establish and market each other's competitors Competition and technological barriers, expect to win the opportunity to enter the new market dominance achieved thus construct monopolize the market。 Christensen (2000) undermine innovation theory suggests that successful companies should spend 80 percent of resources to maintain the type of innovation, and the remaining 20% of the resources are on disruptive innovation, in today's high-tech industry increasingly short product life cycles, products continue to quickly update, the competitors in the market at any time may launch new products, change the basis of competition, so the only way to continue to introduce new products into the enterprise to survive。 But how to innovate, whether there is a niche market of innovative products, this will be the case study company startups wireless router R destructive innovation developed to investigate the factors broken Huai innovation management body and find the product USP products through unique selling point theory unique selling point, re-use product differentiation to create a marketing to attract consumers eyes bright, and with a social networking site for marketing in the US market to perform operation of the proposed ways to increase the competitiveness of the market, reducing the failure rate of commercialization, hope This study can be able to provide chances of success of new start-ups and industry launched a new product startups future of the company and the industry to develop new hit products into the US market reference, and can help to enhance the consumer market for the new product acceptance invasive techniques, increase , network and physical access of cloth to build direction and advice, and provide complete marketing mode of operation of the US market, the Internet community media proposal, the last hope to provide academic and industry research follow-ups to enter the market given their commodity contribution。