新產品商業化流程之個案研究–以美商3M公司為例 ; The Study of New Product Commercialization Process – A Case Study of 3M

NCUIR > School of Management at National Central University > Executive Master of Industrial Economics > Electronic Thesis & Dissertation > Item 987654321/44206

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/44206

Title:	新產品商業化流程之個案研究–以美商3M公司為例;The Study of New Product Commercialization Process – A Case Study of 3M
Authors:	張瑞松;Jui-Sung Chang
Contributors:	產業經濟研究所碩士在職專班
Keywords:	新產品商業化流程;New Product Commercialization Process
Date:	2010-08-02
Issue Date:	2010-12-08 14:53:55 (UTC+8)
Publisher:	國立中央大學
Abstract:	新產品商業化流程，是為了滿足市場上眾多客戶的需求，而產生新的想法並開發一個新產品且推廣到市場的過程，它通常包括市場分析、使用研判、產品設計、產品試產、量產、供應鏈的發展、行銷通路的展開、人員訓練與後勤服務的發展等，一套清楚的任務和步驟，說明公司由新點子到可銷售的產品或服務，所須的標準方法。目前很多組織已經由基本的新產品流程觀念，發展出很多不同的變化與多元的流程。本研究以個案研究方法挑選3M公司為對象，探究3M在新產品商業化開發過程中，如何以獨特的設計六標準差架構下的新產品商業化流程加速新產品的上市，其主要由以下七個階段構成，1.新想法的提出階段、2.概念設計階段、3.可行性評估階段、4.研發階段、5.量產階段、6.上市階段、7.上市後階段。以及從本研究中您可以了解到「3M™防滑貼片」新產品商業化團隊以設計六標準差架構下的新產品商業化流程幫助偉大產品獲得商業成功，歸納「3M™防滑貼片」新產品商業化流程的成功關鍵因素如下。 1. 獨樹一格的組織文化， 2. 優異的技術商業化資源與能力， 3. 獨特的「以設計六標準差架構下的新產品商業化流程」， 4. 成功的體驗式行銷策略。「3M™防滑貼片」新產品商業化團隊，以設計六標準差架構下的新產品商業化流程中成功套用設計六標準差，充分落實運用在對新產品發展上，形成一套成功的新產品開發流程模組。The new product commercialization process which is a deployment framework to operate a new product or new service from a new idea to be a commercialized and marketable products or services. This is a market demand-oriented new product commercialization process including market analysis、value chain analysis、product design、product trial production、mass production、supply chain development、marketing channels expansion、user training and logistics services development…. A standardized framework with clear tasks and steps. This study is a case study of 3M company. Within this study, we will study that how 3M’s new product commercialization team uses Design-Six-Sigm based new product commercialization process framework to accelerating new product launch. The unique new product commercialization process framework included 7 phases – 1). Idea Phase. 2). Concept Phase. 3). Feasibility Phase. 4). Development Phase 5). Scarp Up Phase. 6). Launch Phase. 7). Post-Launch Phase. Here is the key Success Factors. 1. The unique organizational culture. 2. Excellent technical resources and ability for the commercialization. 3. The unique Design-Six-Sigma based new product commercialization process framework. 4. To se is to believe - The successful experience marketing strategy. New product commercialization team of 「3M™ Safety-Walk」, successfully applied and operated the Design-Six-Sigma based new product commercialization process and become to a successful new product development flow module to operate new product commercialization process framework.
Appears in Collections:	[Executive Master of Industrial Economics] Electronic Thesis & Dissertation

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