- 學位論文
新產品開發模糊前端階段之顧客參與-以工業電腦及智慧型手機為例
Customer participation in fuzzy front end of new product development –case of Industrial PC and smart phone
摘要
自1983年Cooper提出新產品開發流程之概念以來，學者們陸續對新產品開發流程有許多的探討。隨著產業的變遷，顧客及消費者在商品購買上已成為重要的影響角色之一。在不少的案例中，廠商在新產品開發流程中已有顧客的參與。近幾年來，更有學者提出「新產品早期開發階段」或「新產品開發模糊前端階段」之概念，指出對於新產品開發模糊前端階段之重視對後續的正式新產品開發及新產品績效有明顯的影響，但是相關研究並不多，且多採探索性研究方式進行。另外，在實務案例中，台灣許多科技產品已從過去的代工經營模式轉向為自有品牌開發的經營，因此也愈來愈著重於產品的設計與研發，再加上工業局對智能生活的推廣。 故本研究選擇工業產品-工業電腦，以及消費性產品-智慧型手機之標竿型廠商為研究個案，經由個案研究法，透過個案深度訪談及次級資料的蒐集，瞭解台灣工業電腦及智慧型手機兩種不同類型的產品公司，開發模糊前端階段如何透過顧客參與而設計、開發出新產品。研究結果發現，本研究所探討的兩間個案公司在新產品開發模糊前端階段雖採用不同的方式在進行。但相同的是，他們都相當重視顧客參與，且以使用者作為產品概念設計的主軸。在此階段中，顧客從購買產品者、下游廠商，甚至是產品終端使用者之觀點參與期中，其顧客扮演了兩種角色，「資訊提供者」與「協同開發者」。本研究發現，工業產品個案A公司，顧客參與新產品開發模糊前端階段是可以縮短正式的新產品開發流程，並且可以提高產品的創新度及市場接受度；而對消費性產品B公司而言，雖然顧客參與新產品開發模糊前端階段未必能完全縮短正式新產品開發時間但卻能縮短顧客驗證測試階段的時間，並提昇產品在市場上的接受度及創新度。
並列摘要
Since 1983, scholars gradually discuss new product development process in their studies after Cooper made the concept of new product development process. As the industry changes, customers and consumers in the purchase of goods has become an important role. In many cases, customers have participated in firms’ new product development process. In recent years, many scholars have proposed the concept of "new product early stages of development" or "fuzzy front end of new product development stages", that figure the FFE has significantly impact on the formal new product development phase. About this research usually adopts exploratory research approach, but it’s not too much. In practice, many technology products in Taiwan's businesse models focused on product design and development changes to own brand development. Therefore many business focus on products of R&D, and Industrial Technology Research Institute promotes intelligent life. Therefore, this study explore industrial products - industrial PC and consumer products - smart mobile phone of manufacturers as the benchmark model by case study method. Through case-depth interviews and secondary data collection to understand that two different types of products’ businesses in Taiwan how to execute in FFE stage. The results found, two case companies in the fuzzy front end of new product development stage adopt different ways, but the same is that they emphasis customer participation, and the concept of new product is designed on user views. In this stage, customers play two roles - “customer participation as a information resource” and “customer participation as a co-developer”. The study found customers participate fuzzy front end phase can shorten formal new product development and can increase the degree of product innovation and market acceptance in company A; while the consumer products company B, although customers participate fuzzy front end phase may not be fully shorten the formal new product development, but can shorten the stage of customer verification testing, and increase the degree of product innovation and market acceptance.