摘要
在线评论驱动的新产品开发可以即时调整创新方向、结构、流程和策略等,迅速形成商业洞察来适应大数据背景下环境高度变化的要求。现有研究未将在线评论与新产品开发过程相结合形成驱动效应,也忽略了目标产品与竞争对手的竞争性分析。本文将在线评论驱动与竞争性分析融入新产品开发的前两个阶段(调查研究和构思创意),通过在线评论与QFD模型各部分相结合,形成驱动效应;并在需求端的竞争性分析中以满意导向决策准则取代最优决策准则,根据竞争对手的不确定性性能来设定改进目标。实证结果表明结合目标产品及其竞争对手在需求端和技术端的差异情况,能为新产品开发提供技术端改进方向和力度的决策支持;后续的独立追踪分析验证了本文的有效性。
Product online reviews provide enterprises efficient ways to conduct fast, real-time, and data-driven new product development(NPD), which helps enterprises adjust innovation directions, structure, process and strategy in time to formulate business sights so as to satisfy dynamic changing demands in the era of big data. Nevertheless, prior data-driven NPD studies neither integrate the product online reviews into the NPD process, nor consider the competitive analysis. Toward this end, this study is among the first efforts to integrate data-driven and competitive analysis into the first two phases of NPD: Investigation and idea generation. Methodologically, an uncertain online QFD model is proposed based on sentimental analysis of online reviews. On the one hand, the relationship between consumer needs and technical characteristics is built by the dictionary-based machining learning approaches. On the other hand, the competitive analysis of consumer needs is based on satisfactory-oriented decision principle instead of optimization-oriented principle, by setting competitors’ uncertain performance as targets. An empirical study on three competing mobile phones is conducted to illustrate the efficiency of the proposed models. The results show that the differences between the targeted enterprise and its competitors with respect to the strategic importance weights of consumer needs and priority weights of technical characteristics, are able to provide the targeted enterprise NPD decision supports from the aspects of NPD directions and strength. The results are validated by an independent tracking analysis of the next-generation products associated the three mobile phones.
作者
徐一钊
闫宏斌
马铁驹
XU Yi-zhao;YAN Hong-bin;MA Tie-ju(School of Business,East China University of Scienceand Technology,Shanghai 200237,China)
出处
《系统工程》
北大核心
2022年第5期54-69,共16页
Systems Engineering
基金
国家自然科学基金资助项目(71871093,72131007,72140006)。
