標題: | Project and Quality-standard Selection Model with Prestige Creation for New Product Development 具有創造新產品名聲能力之專案與品質等級評選模式 |
作者: | 張正昌 徐文傑 陳珠龍 Cheng-Chang Chang Wen-Chieh Hsu Ju-Long Chen Institute of Business and Management 經營管理研究所 |
關鍵字: | 新產品開發;專案選擇;品質等級選擇;品牌名聲;New Product Development;Project Selection;Quality-standard Selection;Brand Prestige |
公開日期: | 1-四月-2013 |
摘要: | 持續性的進行新產品研發是企業維持競爭優勢的重要策略。本文針對新產品研發議題提出一個新的0-1混合整數規劃專案評選模型。此模型考慮新產品研發計畫可區分成多重類別。每一研發類別係指一特定現有產品的重新設計或性能的提升計畫,而各類別中另包含幾項研發專案,每項專案係指該產品中某一特定子系統的重新設計或性能的升級。再者,本文假設每項研發專案具有多重品質/技術等級可供研發的選擇,而且對一特定品質/技術等級而言,僅有一項資源配置的方案能達到其要求的標準。此外,本文假設新產品的市占率取決於現有產品的品牌名聲,以及新產品的各子系統品質/技術等級。而消費者對某公司品牌名聲評價則與該公司現有產品的市占率有關。根據上述,我們建構了一個專案與品質等級的評選模型,藉以找出最佳的新產品各子系統的品質等級組合及其執行排程,以極大化消費者對新產品的品牌名聲評價,進而極大化化長期平均利潤。 One of the ways by which a firm maintains an advantage over its rivals is by continually developing new products. This requires a new product development strategy at the core of its business efforts. What this paper presents is a mathematical model-an alternative 0-1 mixed integer programming model-for selecting projects for new product development (NPD). Such a model considers the situation in which each NPD program can be placed as multiple categories. Each R&D category would refer to a creative project to redesign or upgrade a specific product. A category would involve several projects, each project addressing the redesign or promotion of a specific subsystem of the production process. Each project, moreover, would have a list of quality/technology standards to select from with only single resource-allocation proposals available for realizing a specific quality-standard. It is assumed that the market share of a new product depends on brand-prestige and the portfolio of quality-standards; the brand-image judgment of a consumer would depend on the market share of products offered in a current period. This study proposes a project and quality-standard selection model for finding an optimal portfolio of quality-standard new products and a schedule for maximizing the expected brand-image judgment of consumers. The aim is to achieve long-run average profitability. |
URI: | http://hdl.handle.net/11536/107898 |
ISSN: | 1023-9863 |
期刊: | 管理與系統 Journal of Management and Systems |
Volume: | 20 |
Issue: | 2 |
起始頁: | 385 |
結束頁: | 405 |
顯示於類別: | 管理與系統 |