- 學位論文
新產品概念決策發展歷程—以酒氧為例
Decision-making of the new product concept - for example “Baytek Plus”
摘要
每一種在市場上的產品都有其產品概念(Product Concept)，也有可能是數種不同的產品呈現相同的產品概念，它們互為替代品相互競爭。企業在產品發展歷程中界定產品概念時，會考慮所有可能的產品概念之間的取捨、先後排序甚至一次同時推出數個或全部概念之決策。換言之，產品概念決策既是企業考慮推出單項產品、先後推出系列產品或一次同時推出所有相關產品決策之前導思維。本研究旨在探討，企業如何在有限的資源與能力下，依據企業目標來制定產品概念決策，以達到企業轉型再生及建構競爭優勢之目的。因此本研究採用質性個案行動研究，在於有關資源受限之個案公司，進行新產品概念決策歷程之制定。本研究的目的，即針對正處於轉型階段之企業，於制定產品概念決策時，考慮的主要因素；以及制定一次推出全部產品概念之決策，對於處於轉型階段企業之主要影響。本研究發現：（1）對處於轉型再生階段之企業，產品概念決策會考慮的主要因素為資源與能力的限制問題。（2）在資源或能力受限條件下，一次同時推出全部產品概念之決策，非必然不可為。 本研究的研究結論，希望對企業尤其是處於轉型階段的企業在新產品發展上，能提供一些理論及實務上的見解，作為企業未來在制定新產品發展策略時參考。
並列摘要
Each of the products in the market has its own product concept , is also possible that a number of different products that show the same product concept, they complement each other competing alternatives. Enterprises in the product development process to define the product concept, we will consider all possible trade-offs between product concept has to sort at the same time or even a few months or all of the concept of decision-making. In other words, the product concept is a corporate decision-making to consider the introduction of individual products, has launched a series of product or products at the same time all the relevant decision-making before the introduction of thinking. The purpose of this study to explore how the limited resources and capacity, the business goals based on the concept of decision-making to develop products to meet the business transformation and regeneration of the purpose to build a competitive advantage. Therefore, the use of qualitative case study of action research, is the case of the resource-constrained companies, new product concept of the development of decision-making process. The purpose of this study, which is in a transition phase for the enterprise, the concept of decision-making on the development of products, the major factors taken into consideration; and the development of products first introduced the concept of all decision-making, in a transitional stage for the major impact enterprise. The study found that: (1) regeneration phase in transition enterprises, the product concept in decision-making will take into account the main factors for the resources and capacity constraints. (2) in terms of resources or capacity-constrained conditions, one time introduced the concept of all the products in decision-making, non-bound to be impractical. Findings of this study, in the hope that enterprises, especially in a transitional stage in the development of new products, to provide some theoretical and practical insights, as enterprises in the formulation of future development strategy for new product reference.