在线大规模定制下客户参与企业NPD最优策略研究  

Research on the Optimal Strategy of the Acceptance of Clients' Participation in New Product Development Under Online Mass Customization

作　　者：刘伟[1] 丁志慧[1] 黄紫微[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400030

出　　处：《研究与发展管理》2016年第4期1-10,共10页R&D Management

基　　金：国家自然科学基金资助项目"面向在线大规模定制客户需求表达和满足方法研究"(70872122);"基于结构性购置补贴的中国BOP群体新产品采纳行为分析与产品创新决策研究"(71372139)

摘　　要：客户是重要创新源,在线大规模定制是企业将客户纳入创新过程、实现开放式创新的重要方式.基于企业视角,针对客户最优参与策略问题,考虑新产品开发(new product development,NPD)中的技术不确定性和市场不确定性,分别以研发活动创新度、客户知识对研发活动的重要度两项指标作为表征,提出了客户知识累积函数和企业设计返工函数;考虑从概念开发到新产品扩散全生命周期成本,构建了包含研发成本和产品在市场中扩散的营销成本的企业收益函数,以企业利润最大化为目标,给出了最优客户参与时间和最优交流次数以及企业策略选择的判定条件.最后,通过案例验证了方法的有效性和适用性.Clients are very important innovation sources, so for enterprise development, it is inevitable to overcome closed innovation mode, reasonably use resources and bring clients into the product innovation process. Based on the degree of innovation, importance of client＇s knowledge and to which extent the client leads, the knowledge accumulation function and rework function were presented. These factors were then used to form the revenue function in which inno- vation cost and market preference were taken account of and with the goal to maximize profit, to provide the decision conditions for the best time of client participation, optimal communication times and strategy selection. At last, an actual case was presented to explain how this method works and verify its effectiveness and applicability.

关 键 词：在线大规模定制 新产品开发 客户参与 产品扩散 最优策略 

分 类 号：F272.3[经济管理—企业管理]