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題名:新產品之特性、競爭策略與開發過程對績效之影響:環境因素之干擾效應
作者:曾倫崇
作者(外文):Lun-Chung Tzeng
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
指導教授:陳正男
學位類別:博士
出版日期:2004
主題關鍵詞:新產品績效新產品競爭策略新產品特性新產品開發過程多元研究法New product PerformanceNew product Competitive StrategyNew product Characteristics
原始連結:連回原系統網址new window
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  • 點閱點閱:40
  過去有關新產品績效的研究很多,但過去研究有些變數研究結果並不一致,而過去研究也缺乏安全性、創業導向等變項,故本研究試著從新產品特性、新產品競爭策略與新產品開發過程等去衡量新產品績效;而過去關於新產品績效的衡量大多採量化問卷調查,本研究嘗試以量化和質化混合的方法對新產品績效做更深入的探討。本研究首先分析整理過去新產品績效的文獻,藉以建立初步研究架構,再以深入訪談新產品開發的專家學者,對初步研究架構加以修正,然後再依據修正架構進行問卷調查,以驗證其架構,最後再進行質化研究的焦點訪談和個案研究以解釋量化分析結果並作分析討論。
  本研究的樣本廠商的資料來源為遠見雜誌2004年1月公佈「台灣2002年研究發展投資金額前500大企業」之廠商和經濟部技術處ITIS出版之「2003年生物技術產業年鑑」附錄之廠商年鑑,各郵寄問卷訪問500家,共訪問1000家企業,回收171份,回收率17.1%。刪除無效問卷4份,有效問卷共167份。
  本研究發現新產品為不連續型創新類型、採取差異化新產品競爭策略、新產品安全性愈高其新產品績效較高,而顧客互動程度、專案團隊整合程度和創業導向程度與新產品績效之間都具有正向關係。而不同新產品特性搭配不同新產品發展競爭策略,對其績效的影響程度也不同。環境因素中的市場成長性、競爭集中度和技術變遷會干擾新產品開發對新產品績效的影響,除了「競爭集中度愈大,新產品特性對新產品績效的影響愈大」和「市場成長性愈大,新產品開發過程對新產品績效影響愈大」兩個假設不成立外,其它環境干擾因素之假設皆成立。綜合質化量化研究結果, 本研究建議企業應致力於新產品特性和新產品競爭策略的配合並順應環境因素變化,且確保產品永續安全並以滿足顧客需求為基本條件。
 There were many researches about new product performance in the past, but some researches results are not same and some researches variables have never been researched (For example: product safety、entrepreneurial orientation). This research tries to measure the new product performance from the new product characteristic 、new product completive strategy and new product development process and so on . There were many researches about new product performance measurement to adopt mostly the quantity to turn the questionnaire inquisition in the past, the research tries to turn with quantity to turn the mixed method to do the more thorough study to the new product performance with quality. The research is analytical first past literature about the new product performance, and establish the first research frame, go deep into the product that interview new product expert's scholar to develop, correct the first research frame and questionnaire, then carry on the questionnaire inquisition according to correction, confirm the frame.
 The research reference related literature and expert's opinions; One Thousand questionnaires were released by Mail. , And the retrieved valid questionnaires are calculated up to 167 copies Above selected from survey objects study the top executive with focus groups interview, and case studies, distinguish problem and confirm research result.
 Empirical results indicate that there is a better new product performance when the new product is discontinuous innovation, more safety and make differential competitive strategy; there is a positive relationship among new product performance with intensity of customer interaction, project team integration, entrepreneurial orientation. And the degree of the new product performance varies according to the combination of the different new product characteristics and the new product competitive strategy there is moderating effect of environment factor on new product development and new product performance.
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