新產品研發、市場行銷與知識管理的運用-- 某一中日合資企業的個案研究

Integrated Operations of Product R&D, Marketing and Knowledge Management – A Case Study of Chinese and Japanese Joint Venture in Taiwan

陳素梅(Su-Me Chen)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300006

摘要

摘 要

當知識經濟來臨之際，企業應該善用知識管理以從事研發創新，並將其成果予以商品化，使之產生經濟價值。本研究主要目的是探討新產品開發與市場行銷的知識管理，故先從知識的獲取、移轉、創造、蓄積與擴散，以及技術能力、技術移轉、研發專案互動關係、行銷通路、行銷創造、顧客服務等相關文獻加以整理及探討。
本研究選取一家中日合資企業做為個案研究的對象，藉由其產品研發創新帶動市場行銷成功的事蹟，來探討上述因素間的關係。本研究進行中透過人員訪談與電話訪問方式，針對個案公司中高階主管(副總經理、國外業務部經理和研發部經理等)，就該公司新產品研發與市場行銷的知識管理做深入訪談。並經由文獻探討所建構之觀念架構來界定本研究的探討範圍，包括：一、培養與蓄積技術能力；二、尋求技術移轉以開發新產品；三、研發專案部門的互動關係；四、行銷通路的市場資訊蒐集；五、行銷創新的產生；六、與顧客建立良好服務關係等。
本個案研究的發現與結論如下列所述：
1. 機械業的知識除藉由藍圖與技術手冊獲取與擴散之外，在研發及製造方面，其技術知識中具有隱性知識成份，故其知識移轉需透過師徒制的方式來傳承，亦即在從事機械設計時，資深者邊設計邊講解，使資淺者在邊學邊做中獲取技術知識。由個案得知其對顯性及隱性知識做適當的分類與管理，是相當關鍵的影響因素。
2. 高階主管有豐富的研發經驗與優異的設計能力，並給予研發團隊高度的支持與承諾，增強團隊成員的信心，故無論來自技術合作夥伴的知識移轉，或市場情報的獲取，資訊皆能在研發團隊中公開與自由的流通與討論，進而促發產品創新的契機。
3. 行銷通路的代理商或經銷商協助提供市場情報，且公司亦尋求技術聯盟以提昇技術能力，再經過知識創造的過程，形成產品開發的靈感來源，有助於公司推動差異化的產品策略。同時與顧客互動學習而產生知識交流，例如售前提供產品知識協助顧客制定購買決策，售後提供完整的問題解決方案，此亦是公司持續推動知識管理之根本動力。

關鍵字

行銷通路 ； 知識管理 ； 技術知識 ； 技術移轉 ； 顧客服務

並列摘要

ABSTRACT

When knowledge-based economy is coming, a company should apply knowledge management to innovate products with R&D and commercialize the outcome for economic value. This research is aimed at knowledge management on new product R&D and marketing. Therefore, the thesis begins with the literature research of knowledge capture, knowledge transfer, knowledge creation, knowledge reservoir, and knowledge distribution, as well as technical capacity, technology transfer, interaction of R&D project, marketing channel, marketing innovation, and customer service.

This research is engaged on case study of Chinese and Japanese joint venture that makes successful marketing with product innovation. By personal interviews and telephone discussions with their vice president, overseas marketing manager, and R&D manager, this thesis fully explore the company's knowledge management on new product R&D and marketing. It includes（1）cultivating and storing up technical knowledge; （2）seeking technology transfer for product R&D; （3） identifying interaction pattern of R&D project team and other departments; （4） collecting marketing information from marketing channel; （5） creating marketing innovations; （6）establishing good service relationship with customers.

And the research findings and conclusion are as follows:
1. In machinery industry, knowledge is transferred and created implicitly through mentor instruction, besides blueprints and technical manuals. It means that senior engineers simultaneously design machine and instruct the juniors who will profoundly understand technical knowledge by observing and operating machine.

2. CEO's abundant R&D experience and excellent design ability give R&D team support and promise, and enhance their confidence. No matter what knowledge transferred from technical cooperation partner or captured from market can spread and discuss publicly and liberally in R&D team for product innovation.

3. Company get marketing information from channel agents and distributors, and seek for technical alliance to upgrade technology capacity that creates knowledge for product innovation and market segment. Meanwhile, knowledge exchange is result in interaction learning with customer, such as providing product knowledge for customer to make purchase decision before sale, and offer satisfactory total solution after sales. It is important for the company to carry out knowledge management consistently.

並列關鍵字

Technology ； Knowledge Management ； Technical Knowledge

參考文獻

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