两种新产品开发途径的逻辑冲突与运作整合——新产品开发的逻辑起点是技术还是需求?

当前新产品开发已经成为企业创新和企业竞争力的重要标志。虽然企业已经明确了要面向市场经营、满足顾客需求,但在新产品开发时,却仍然首先考虑自己的现行技术以及产品线的技术延伸和扩展。本文在对这种新产品开发的经营逻辑、理念以及运作错误的分析基础上,提出了面向用户需求的新产品开发的逻辑分析方法和新产品开发管理方法;并以手机新产品开发为例,应用基数效用理论对顾客需求的效用期望值进行了分析,提出了手机的功能评价指标体系和新产品开发的方案选择方法。

The logic conflict and operative integration of two developing methods for new products—What is the logic starting point of developing new products: technology or demand

It has been an important sign of enterprise innovation and competition to develop new products.Though products are developed to meet market demands,the first thing to consider is present technology levels and further extensions.Based on the analysis of operative logic,ideas and practical errors,the article raised the logic analysis method and new products development and management methods.The article made an example of developing new mobile phones,analyzed customers' effect expectation based on Cardinal utility theory and put forward mobile phone functions evaluation system and project-choosing method of developing new products.