藍海策略下的創新產品機會辨識手法

Systematic Methods for Innovative Products Identification under Blue Ocean Strategy

張惠敏(Chang, Hui Min)

指導教授 ： 許棟樑

國立清華大學/工學院/工業工程與工程管理學系/碩士(2013年)

摘要

辨識創新產品是在創新價值鏈的最前端，辨識到對的產品是比把產品做對更具影響力。到目前為止，絕大多數企業主要依賴於天才的靈感一閃、腦力激盪式的隨機創新之方法來辨識創新產品，但卻鮮少有完善的系統化機會辨識過程。此外，基於客觀條件皆相同之情況下，通常在競爭激烈的”紅海”市場中的產品比在無人競爭的”藍海”市場中的產品更難以成功。
本研究藉由藍海策略（Blue Ocean Strategy）之概念，並整合創新機會辨識手法之理論，發展出系統化的結構流程，以建立策略導向的藍海產品準則和創新產品概念。策略面向，以市場分析、主要價值參數、策略草圖、五項行動架構發展出新的價值主張與藍海產品之準則。產品概念面向，藉由各種工具的使用產出能為顧客帶來驚喜之創新產品概念，進行創新標竿分析比較過去與現存的產品，並以策略導向的所訂定之藍海準則作為過濾條件，以確保所篩選出的新產品概念支持公司的藍海策略。最後產品定義模式之結果則可更進一步作為研究和開發團隊未來創新產品之開發的參考依據。
本研究貢獻包含：(1)結合管理與技術構面，建構一支持公司藍海策略下的創新產品辨識流程；(2)建立制式化流程、表單、說明、案例之形式，以利公司實務上之使用；(3)加入兩項新的機會辨識工具（功能-市場擴充法、有形/無形需求），以辨識出視野更寬廣的創新機會；(4)融合創新標竿概念、特徵轉移、普氏矩陣，使新產品避免專利侵權及整合到非獨創概念。

關鍵字

藍海策略 ； 創新產品 ； 機會辨識 ； 普氏矩陣

並列摘要

Identification of innovative products is at the very front end of Innovation Value Chain. Identifying the right products is much more influential than making the product right. So far, the great majority of enterprises mainly depend on either flash of genius or random brainstorming approaches to identify ideas for innovative product. There has been few systematic processes of identifying innovative product opportunities. Furthermore, other things being equal, producing products in a fiercely competitive “Red Ocean” market is more difficult to succeed than that in a no-competition “Blue Ocean” market.
This research integrated the concepts of Blue Ocean Strategy with the method of innovative product opportunity identification. Systematic structured processes were developed to establish both strategic directions for blue-ocean product criteria and the innovative product ideas. On the strategic direction side, Market Analysis, Main Parameters of Value (MPV) analysis, Strategy Canvas, Environmental Analysis, and Five-Action Framework were used to develop new value proposition and thus the criteria for blue-ocean products. On the product idea side, various tools were used or developed to generate ideas for innovative products which hopefully can delight customers. The product ideas surviving the benchmarking with past and existing products are screened using the blue-ocean criteria provided by the selected strategic direction to ensure that the selected new product ideas support company’s blue-ocean strategy. The final result is the set of product definition(s) that can be fed to the research and development team to further develop the innovative products.
The contributions of this research include: (1) Combining managerial and technical dimensions to establish a process for innovative products opportunities identification which support the company’s blue ocean strategy; (2) Establishing a set of systematic process and structured forms with examples and usage instructions to facilitate practical usage; (3) Adding two new opportunity identification tools（Function-Market Expansion and Tangibles/Intangibles) to identify innovative product opportunities; (4) Integrating innovation benchmarking, feature transfer, and Pugh matrix to prevent patent infringement and integrate non-exclusive ideas for better products.

並列關鍵字

Blue Ocean Strategy ； Innovative Products ； Opportunity Identification ； Pugh Matrix

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