基于应用扩展和网络论坛的领先用户识别方法研究  

Research on Lead User Identification on the basis of Application Extending and Netnews

作　　者：杨波[1] 刘伟[1] 

机构地区：[1]重庆大学经济与工商管理学院

出　　处：《管理学报》2011年第9期1353-1358,1371,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70872122);四川省教育厅社会科学青年基金资助项目(07SB028)

摘　　要：回顾了领先用户识别的电话网络法,分析了它的应用局限性。电话网络法只适合领先用户相对分散的情况下,企业需要找到部分领先用户为企业新产品概念开发贡献产品创意。但当领先用户的应用扩展到产品推广之后,为了使领先用户在市场中的领导地位能影响普通用户,并进一步带来更好的新产品绩效,需要找到目标群体中的全部领先用户。网络论坛的设立使得领先用户在产品开发论坛中相对集中,从而问卷法识别领先用户的效率能够得到保证。确立了识别领先用户的三大指标:市场或技术趋势、客户收益、信息复杂性。用统计学与概率论的方法建立了领先用户的识别模型。This paper reviews lead user identification method of telephone networking which just suit lead user separated cases and the firm needs to find some lead users to share their conception for new product development.But when lead user method is applied to product promotion the firm needs to find all lead users in the target group for lead users＇ better influence on common users and better new product performance.And the establishment of the Netnews made lead users concentrated relatively in the development forum and the efficiency of questionnaire method can be guaranteed.It establishes three indicators of identify lead customers： market or technological trends,customer returns and information complexity.Using statistical and probability theory methods it establishes a lead customer identification model.

关 键 词：领先用户 新产品开发 问卷法 

分 类 号：C93[经济管理—管理学]