The Study of Success and Failure Model of New Product Development－ Case Study of Large-size Flat TV
|關鍵字:||新產品開發流程;新產品創新;產品生命週期;大尺吋平面電視;背投電視;New product development process,;new product innovation;product life cycle;Large-size Flat TV;Rear Projector TV|
There are many uncertainty factors during the new product developing on products concept, designing and testing for mass production. Furthermore, the new technology progressing and the consumer need’s diversification and preferences are compressing the new product life cycle. The global competition continuously increases the frequency of new product development. The enterprises could not survive if there were no resource invested on new product development for solving customers’ needs. The enterprise will extinguish when the product declined or quickly replaced by another new products. There were about 80% failure rate of new product development according to the statistics. How to effectively launch new products is most concerned topic from enterprise views. The main purpose of this thesis is to establish the success and failure mode of new product development by analyzing the trend of large-size flat TV. The contextual framework are on the basis of new product life cycle and development speed - “Time” dimension, supply chain integration and market positioning –“Space” dimension and the consumer’s needs and "value / price ratio" – “Product” dimensions to find the key success factors of new product development. If business managers can harness the trend of the market and rule of product changes and simplify the success law of new product development to follows the law of “Time” and “Space” merging continuously, then the success ratio of new product development will be increase dramatically.
|Appears in Collections:||Thesis|