lcdtv新产品竞争策略与开发过程策略对新产品绩效-远东科技大学.pdf

遠東學報第二十三卷第二期 中華民國九十五年六月出版 LCD TV新產品競爭策略與開發過程策略對新產品績效之影響-以 焦點團體訪談法探究 The Influence of New Product Competitive Strategy and Development Process to New Product Performance for LCD TV- Focus Group Interview 曾倫崇 私立遠東技術學院工商管理系副教授兼倫理與道德教育推廣中心主任 陳禎祥 私立遠東技術學院工商管理系副教授 摘 要 過去有關新產品績效的研究很多，但大部分從財務和非財務的角度去衡量新 產品績效；本研究試著從新產品策略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，本研究嘗試以質化的方法對新產品績效 做更深入的探討。本研究首先以分析整理過去新產品績效的文獻，再 (1)以質 性研究現象學法針對三家業者高階主管進行深度訪談(2)選擇三家廠商進行個 案研究(3)選擇一家業者進行焦點訪談高階主管，藉以建立初步研究架構，然 後再依據修正架構進行研究命題之推論。 本研究發現影響新產品發展績效因素可從身、心、靈三個角度來探討。 關鍵詞：LCD TV、新產品績效、新產品競爭策略、新產品開發過程、身心靈 I-63 遠東學報第二十三卷第二期 中華民國九十五年六月出版 ， ， Lun-Chung Tzeng Associate Professor Department of Industrial and Business, Far East College. Jen-Shiang Chen, Associate Professor, Department of Industrial and BusinessManagement, Far East College Abstract 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. This research tries to measure the new product performance from the new product completive strategy 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 focus group research method to do the more thorough study