一個使用者導向的新產品開發方法研究

Abstract

不斷地開發有創新性的好產品，是掌握市場、維持企業長久生存的重要因 素。成功的新產品雖能帶來可觀的利潤，但是開發新產品的投資及風險都 很高。風險高的主因在於使用者不能接受新產品所致。本研究嘗試 適合 本地所用，有步驟可循的新產品開發方法，以提高產品被接受的程度，減 少開發的風險性。本研究的步驟主要分為社會趨勢研究、問卷調查及訪談 三個部份，目的在分辨先端生活者與非先端生活者的差別，並正確地找出 先端生活者加訪談，以確認其未來的需求及符合其需求的的產品屬性。另 外，並以新視訊產品屬性之確認為此開發方法之實例。經過研究發現: (1) 社會趨勢研究可提供未來生活取向及尋找目標市場之指標，(2) 問卷 與訪談可確認先端生活者與非先端生活者不同之處，而先端生活者亦能提 供未來視訊產品需求之資訊，成為開發新視訊產品之重要依據。 Keep bringing good and innovative products into the market is of vital importance for the enterprises. The benefit of successful new products is high, but the cost and risk are also quite a lot. One major reason for the failure of new pro- ducts is that it can not be accepted by the users. Thus this research is aimed to propose a suitable porcess of new product development for local use, such that the cost and risk can be minimized. The research containts three major steps: social trend analysis, questionnaire survey, and user interview. As an example for the new product development process, the proper product attributes and the concept for a new audio-video product will be generated from interviews, which make sure what the innovative users need in their daily life. After the research, these three steps are proved to be valid for new product development in identifying social trends and innovative users' needs, and the important product attributes and concepts can be fixed basing on these findings.