新產品開發專案評估系統之構建

Abstract

新產品開發流程中關卡的檢核扮演著相當重要的角色，但是由於新產品的開發伴隨著相當高的風險及不確定性，許多企業仍無法有效的在關卡做出正確的過關/淘汰決策，造成公司資金及機會成本的損失。本論文修正了過去文獻所提出的專案評估方法，首先整理在概念檢核關卡及產品原型檢核關卡常用的新產品評估準則，分為策略配合、市場機會、技術可行性、財務價值四個維度；接下來由關卡的決策者以模糊語意主觀評估各個準則的績效程度，並以模糊層級分析法決定各個準則的模糊權重後，得到整合的新產品專案績效，提供給最高決策者決定產品是否繼續執行。經由實例驗證後，本研究所提出的方法確實可以幫助決策者處理產品檢核關卡的模糊性及複雜性，使得決策結果可以更準確。

New product screening plays an important role in new product development (NPD). Many managers often make inadequately decision because of uncertainty and complexity on new product screening, so that the companies lose a lot of money and opportunities. This research modifies the past approaches applied to new product screening. First, we collect the criteria frequently used in the product concept gate and product prototype gate. The criteria are grouped into four categories: strategy fit, market opportunity, technical feasibility and finance. Second, managers evaluate each criterion subjectively by linguistic terms, and decide the weights of them by fuzzy Analytic Hierarchy Process (FAHP). Finally, we get the integrated project performance and provide it to the CEO to make go/no-go decision. The case studies in this research indicate that the approach can highly aid managers to deal with ambiguity and complexity in product go no-go decisions.