企業以既有產品尋求成長機會之決策發展歷程—以文件管理軟體為例

The Proceedings of Firm Seek for Growth, and their Policy Making Courses – Exemplified in Documentation Filing Management Software

蔡志青(Chih-Ching Tsai)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

廠商在原有創業的產品領域，經常在成功後的一段時間，會有可觀的高成長，但是當產品線邁入成熟期後，很快就會面臨尋找下一個新產品機會，或尋找下一個成長的動能等問題。本研究透過新產品和新技術討論會議，在產品發想過程中界定產品概念時，透過早期加入客戶回饋的意見，在幾種可能的產品概念之間做決策，成員藉由參與整個行動的過程，了解事業單位主管在有限的資源與能力下，依據公司目標來制定產品概念決策，以尋求企業成長的機會，及探討影響決策過程的因素。 本研究採用質性個案行動研究，主要探討： 1. 廠商如何運用外在環境以改善企業既有產品，而能有利於創造更能符合消費者所需的產品價值？ 2. 廠商在既有產品改善決策過程主要影響因素為何? 3. 當廠商在執行既有產品修改決策過程中，最容易遭遇的困難為何?廠商又如何尋求解決的方法？ 本研究經由回顧過去廠商的成長策略、新產品開發流程和新產品決策評估模式的相關文獻，發展出廠商討論新產品概念時，需經由一連串的新產品開發流程，來確認由概念發展到商品化的可行性。本研究發現，廠商在做產品概念決策時，可能會受過去失敗經驗、期待見到成效、安全的保守決策和事業部門績效等因素影響，因而外力的介入參與，可成為協助廠商跳脫此思考模式的方法之一，進而創造未來營收成長機會。 本研究的研究結論，希望對廠商以既有產品改良發展為新產品的歷程和決策制定步驟上，提供理論及實務上的見解，作為廠商未來尋找成長機會的參考。

關鍵字

新產品開發流程 ； 成長策略 ； 軟體產業

並列摘要

Most manufacturers had a number of years of booming success and exciting growth with the products they originally started with. However, as the market matured and became saturated, they had to start looking for new opportunities and dynamic break through. This study, with intensive case-by-case analysis, illustrates the decision making processes and factors considered by business owners and managements when making such judgments. It follows the internal discussions regarding product and technology innovation, and the benefits of early client involvement, when companies with limited capacities and resources bring new products to market.
The main focus of this study, with Qualitative and Action Research:
1. How do firms improve their existing products and create more consumer driven values with better utilizing the changing of the business sector?
2. The key variables of the renovating the existing product lines.
3. The most challenging difficulties that firms would come across, and the ways to find solutions during the product renovation process.
Reviewing all the past studies of seeking growth, procedures for developing new products, and the foundation for evaluation, this thesis incorporated a series of procedures to explore the possibilities for the business owners to transform their initial plans on the papers to merchandises in the market. While making conceptual diagnoses for developing products, managements are often hesitant, as a consequence from the unpleasant experience in the past, the anxiety of anticipation, the conservative policies, and the actual revenue generated. Served as an outside, bios free intervention, this thesis brings up a total different prospective in hope to assist managements to unveil the gateway to prosperous future.
In the conclusion of this thesis, both in theory and practical performance, will provide firms who are seeking opportunities for their future growth, developing and improving their existing products as well as making decision on bringing new product lines

並列關鍵字

New Product Development Process ； Growth Strategy ； Software Industry

參考文獻

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