市場導向與產品上市效率對新產品優勢與產品績效之影響－荷蘭飛利浦公司之實證

A Case Study The Effects Of Market Orientation And Launch Proficiency On The Product Advantage–Performance Relationship

盧道威(Tao-Wee Loo)

指導教授 ： 古永嘉

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

論文提要內容：

以前相關研究已論證，新產品優勢與產品績效是會直接影響新產品在市場上的發展績效。

在快速變化與競爭激烈的環境中，新產品開發不但成為企業生存的重要命脈，更是維持競爭優勢的原動力。企業在新產品開發的過程當中，不只要能快速地推出新產品，還需要能滿足顧客的需求。在傳統的產品開發過程摸式，企業開發新產品後，通過行銷活動，教導客戶要如何使用產品。現在，企業需要先理解消費者經驗與行為，然後開發出消費者想要/需要的產品，與此同時為消費者提供他們從未體驗過的產品經驗。

Value Proposition House (VPH) 提供了一個可實際運用的工作模式，讓產品開發團隊能系統化地把對消費者經驗與行為的理解，轉變成符合消費者需球的產品。產品設計與開發，遠不只是創造美觀的產品，通過人性化的設計概念，設計師汲取自人文科學與技術領域的專業知識，將科技應用於創造既能滿足，又能預期人們需求和渴望的解決方案，都讓消費者沉浸在完整的產品體驗中。

關鍵字

市場導向 ； 產品上市效率 ； 產品優勢 ； 產品績效

並列摘要

Previous studies indicate that product advantage is strongly related to product performance, with market orientation and launch proficiency act as moderating factors.

In the dynamic world of business & global competition, organization must create new products, services, process & adopt technology in order to compete successfully. Traditionally, firms create products and educate consumer to experience the product. Now, firms need to understand consumer experience & what they really wants (consumer insights), then create products that will not just give what the consumer wants/needs, also give them the product experience they never dreamed possible.

The new working Value Proposition House (VPH) framework incorporates the working process to the product advantage–performance relationship theoretical framework. This will ensure that all new product innovation initiatives are based on a real understanding of trends, end-user/customer insights and technology. In other words, firm will create products that are truly designed around the end-users/customers, providing superior customer experience, and increasing the chances of market & financial success.

並列關鍵字

Market orientation ； Launch proficiency ； Product advantage ； New product performance ； Value proposition house

參考文獻

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