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    Title: 工業電腦產業中市場知識對新產品開發之影響
    Authors: 賴若騫
    Contributors: 溫肇東
    賴若騫
    Keywords: 市場知識
    工業電腦
    新產品開發
    Date: 2003
    Issue Date: 2009-09-18 09:18:25 (UTC+8)
    Abstract: 隨著知識經濟時代來臨,知識成為經濟成功與否的關鍵。科技快速演變、生產力大幅提升,創造出前所未有的市場機會,包括創新產品的出現及舊有產品應用嶄新技術提升原有功能或降低成本。一個成功企業必須能掌握市場的發展趨勢,適時開發推出新產品拓展市場,才能確保企業的營運績效,以維持企業永續經營之目標。
    根據VDC公司的估計,工業電腦去年全球的市場值至2005年時,市場值會到達33億2千3百萬美元,平均年復合成長率約為11.1%。工業電腦產業產品的功能必須視市場顧客需求而作量身定作的的服務,在此產業的特性下,新產品的開發活動亦受到來自市場面資訊及知識的影響甚鉅,而企業將市場資訊轉換成組織化、結構化知識的能力越純熟,在新產品的開發績效上表現亦較為優秀。
    本研究由市場知識涉入新產品開發的角度探究市場知識對新產品開發的具體影響,研究問題如下:
    1. 不同市場知識在新產品開發中涉入對於產品之影響。
    2. 市場知識運作對新產品開發績效之影響。
    3. 新產品發展的驅動過程不同,對市場知識需求及市場知識介入的階段所造成之影響。
    4. 產品特性、應用市場不同,對市場知識引入的影響。

    本研究採個案研究法,以工業電腦產業中領先廠商研華公司所開發出六項績優產品的開發過程市場知識運作方式及對新產品影響。而本研究主要結論如下:

    (一)在產品開發流程中,不同種類之市場知識導入階段不同,對於新產品開發之影響亦不同。
    (二)新產品應用市場越廣泛,越較一般標準性產品需要較廣泛之市場資訊導入。
    (三)產品技術複雜度越高,整合性越高,在產品發展階段所需時程越長,對顧客知識需求越強烈。
    (四)市場知識引入程度越高,新產品開發的績效越佳。
    (五)後續衍生性產品整合回饋之顧客意見程度越高,衍生性產品開發所需時間越短且績效較佳。
    With the coming of knowledge economy, knowledge has become the most important factor to success in economy. In the age of knowledge economy, technology change rapidly and drive productivity growing. To maintain the operation of a company, a successful company must handle trace of market growth well and develop new product in time.

    According the estimation made by VDC,the market value of industrial personal computer will reach 3323 million, and growing with the rate of 11.1%.The industrial personal computer products must consider the needs of customers and make the fit design to customers.

    This research tries to explain the effect of market knowledge. The research issues are shown below:

    1. What are the effects of different market knowledge made in new product development
    2. How do different market knowledge affect new product performance
    3. How do the driving force affect new product development

    The conclusions of this research can be described below:
    1. Different market knowledge have different effect on new product
    2. The use of market knowledge will make new product more successful
    Reference: 一、英文部分
    1. Adams, Marjorie, George S.Day, and Deborah Dougherty(1998), “Enhancing New Product Development Performance:An Organizational Learning Perspective”, Journal of Product Innovation Management, Vol.15, pp.403-422.
    2. Booz, Allen and Hamilton (1982), New Product management for the 1980’s, New York.
    3. Brown, R.(1992), “ Managing the ‘S’ Curves of Innovation.”, Journal of Consumer Marketing;9(1):61-72.
    4. Calantone and Benedetto (1987), “ An Integrative Model of the New Product Development Process-An Empirical Validation.”, Journal of Product Innovation Management, pp.206.
    5. Cooper and Kleinschmidt (1986) “ An Investigation into the New Product Process:Steps, Deficiencies, and Impact,” Journal of product innovation management,3(2),p71-85
    6. Cooper, R. G.and Kleinschmidt E.J. (1987), “What Makes a New Product a Winner:Success Factor at the Project Level, ” R&D Management, Vol.17(July), pp.175-190.
    7. Day,George S.(1994) “The Capabilities of Market-Driven Organizations”, Journal of Marketing , Vol.58(October),pp.37-52.
    8. Gobeli, D.H. and Brown, D.J.(1987), “ Analyzing Product Innovations’.”, Research Management; Vol.30(4),pp. 25-31.
    9. Gupta,A.K.(1984), “ A Study of the R&D/Marketing Interface and Innovation in High Technology Firms. Ph. D. dissertation, Syracuse University, Syracuse, NY. August.
    10. Keegan, W.J.(1989), “ Global Marketing Management.”, N.J. :Prentice-Hall Inc..
    11. Kotler, P. (1991), “Marketing Management: Analysis, Planning and Control.”, 5th ed, Englewood Cliffs: Prentice-Hall Inc..
    12. Kuczmarski, T.D.(1988), “Success isn’t Always Its Own Reward-Big Bucks Help.” ,Marketing News,22(24), pp.10.
    13. Kohli, A. K. and Jaworski, B. J.(1990), ”Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, Vol.54(4), pp.1-18.
    14. Levitt, T.(1965), “ Exploit the Product Life Cycle.”, Harvard Business Review Nov.-Dec.:81-94.
    15. Li, Tiger & Roger J. Calantone(1998),”The Impact of Market Knowledge Competence on New Product Advantage:Conceptualization and Empirical “Examination. Journal of Marketing
    16. Moorman, Christine and Annes S.Minor.(1995), “Organizational Market Information Processes: Cultural Antecedents and New Product Outcomes”, Journal of Marketing Research, Vol.32(August), pp.318-335.
    17. Mowery, David C and Rosenberg, Nathan (1989), “New Development in U.S. Technology Policy :Implications for Competitiveness and International Trade Policy”, California Management Review,Fall,pp.107-124.
    18. Ottum, B. D. and Moore, W. L.,(1997), “The Role of Market Information in New Product Success/Failure”, Journal of Product Innovation Management, Vol.14(3), pp.258-273.
    19. Pearson and Ball (l993) “A Framework for Managing Communication at the R&D/Marketing Interface , ” Technovation, l3(7), P439-447
    20. Peters M. P. and Brush C. G. (1996), “Market Information Scanning Activities and Growth in New Ventures: A Comparison of Service and Manufacturing Businesses”, Journal of Business Research, Vol.36,pp.81-89.
    21. Sands, S. and Warwick, K.(1977), “ Successful Business Innovation: A Survey of Current Professional Views.”, California Management Review; 20(2):5-16.
    22. Slater, Stanley F. and Narver, John C.(1994), “Does Competitive Environment Moderate the Market Orientation-Performance Relationship? ” Journal of Marketing, Vol.58(January),pp.46-55.
    23. Song, X. M. and Montoya-Weiss M. M.(1998), “Critical Development Activities for Really New versus Incremental Products”, Journal of Product Innovation management , Vol.15(2) , pp.124-135.
    24. Souder, W.E.(1987), Managing New Product Innovations, Lexington Books, Massachusetts, Toronto.
    25. Souder, W. E., Sherman, J. D. and Cooper, R. D.(1998), “Environmental Uncertainty, Organizationa l Integration, and New Product Development Effectiveness: A Test of Contingency Theory”, Journal of Product Innovation management , Vol.15(6) , pp.520-533.
    26. Souder, W. E.(1988),Managing Relations Between R&D and Marking in New Product Delopment Projects”, Journal of Product Innovation management , Vol.5(March) , pp.6-19.
    27. Susan, L. Cornish,(1997),”Product Innovation and the Spatial Dynamics of Market intelligence: Does Proximity to Markets Matter?”, Department of Geography, The Univ. of Georgia, Athens,GA,p153
    28. Teece, David J.,(1998),”Capturing Value from Knowledge Assets”, California Management Review,p73
    29. Utterback, J.M. and Kim, L.(1986), " Invasion of A Stable Business by Redical Innovation.", R&D Management 113-151.
    30. White, R.(1976), “ Consumer Product Development.” Penguin Book.
    31. Yap, C.M. and Souder, W.E. (1994)”Factors Influencing New Product Success and Failure in Small Entrepreneurial High-Technology Electronics Firms”, Journal of Product Innovation Management,11(5),pp418-432
    32. Zong, T.B. and Jin, J.L.(1986), “ Technology Development Patterns of Small and Medium Sized Companies in the Korean Machinery Industry.”, Technovation;4:279-296.
    二、中文部分
    1. 王振州(民89),知識整合與新產品開發績效之研究-動態能力觀點,私立中原大學企業管理學系碩士論文
    2. 李仁芳、賴建男、賴威龍(民87),「台灣IC 設計業中技術知識特質與組織動態能耐之研究」,科技管理學刊,頁37-80。
    3. 李政雄(民87),新產品開發策略與市場資訊處理機制對新產品績效影響之研究,國立中央大學企業管理究所碩士論文。
    4. 徐林寬(民83),「新產品開發投資決策因素之探討─以台灣地區高科技工業為例」,私立東吳大學管理研究所未出版碩士論文。
    5. 陳志遠(民89),市場導向,市場知識策略管理,創業導向與經營績效之關係研究,行政院國家科學委員會專題研究計劃書。
    6. 張晏源(民85),市場導向與新產績效之實證研究,國立中正大學企業管理系碩士論文。
    7. 研華股份有限公司公開說明書
    8. 研華人月刊(民88 VOL.73)
    9. 郭能基(民91),市場知識對新產品發展流程影響關係之研究,私立東海大學企業管理系碩士論文。
    10. 郭雅盈(民90),運用知識管理於市場導向之研究,國立台北科技大學生產系統工程與管理研究所碩士論文
    11. 黃鴻圖(民90),市場資訊處理能力與組織設計對新產品績效影響之研究,國立中央大學企業管理系碩士論文。
    12. 經濟部工業局『主導性新產品開發計畫』成果報告書
    13. 蔡適陽(民91),傑出產品經理的養成與管理運作實務
    14. 劉熙玲(民78),「行銷資訊可信度與新產品發展績效」,國立政治大學企業管理研究所未出版碩士論文。
    15. 賴士葆(民79),研究發展/行銷/製造三部門互動與新產品開發績效相關之研究,台北:華泰書局。
    16. 謝甄晏(民89),市場導向、市場知識管理、產品創新與績效之實證研究-以台灣高科技產業為例
    Description: 碩士
    國立政治大學
    科技管理研究所
    90359011
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090359011
    Data Type: thesis
    Appears in Collections:[科技管理研究所] 學位論文

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