以個案探討高科技產業通路代理商之新產品開發

A case study of new product development of the high-tech channel distributor

林雅文(Ya-Wen lin)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

多數的新產品開發研究較著重於製造商的研發流程、創意篩選、研發組織結構的最佳化、研發及設計的管理重點、市場測試及商品化等之探討。通常在區隔市場、選定目標客戶群、確認需要、判別所要的市場定位後才準備開發並推出合適的新產品。

但是，對非製造商的通路代理商而言，開發新產品為取得新產品的代理機會，而取得新產品的代理權是引進新產品的先決條件。

本研究以高科技產業通路代理商為個案公司，探討個案公司決定引進新產品時，對內外環境及商機的判別、如何獲取新產品代理權。並嘗試建構出高科技產業通路代理商特有的新產品開發及引進模式，提供給潛在通路代理商或現有代理商在開發或引進新產品時參考或引用。本文期能對企業新產品之引進提高成功機率，或進一步後續研究的參考。

關鍵字

通路代理商 ； 新產品開發 ； 代理權 ； 機會辨識 ； 可行性分析

並列摘要

Most studies on new product development have focused on the R&D process, creativity selection, the optimization of R&D organizational structure, management keys of R&D and design, marketing tests, and the commercialization of products. New products are developed and launched into the market only after the market has been defined, target customers have been selected, customer demands have been verified and the market position has been identified.
However, to channel distributors that are not manufacturers, new products are developed in order to obtain the distributorship of new products, as the distributorship is the preliminary condition for introducing new products.
This study treated a high-tech channel distributor as the case company to discuss the determination of internal and external environments and business opportunities, as well as the attainment of new product distributorships, when planning to introduce new products. This study also attempted to construct a new product development and introduction model for high-tech channel distributors. The findings can be provided to potential or existing channel distributors when developing or introducing new products, in order for companies to improve their success rate when introducing new products. This can also serve as a reference for future studies.

並列關鍵字

channel distributors ； new product development ； distributorship ； business opportunities ； feasibility analysis

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