基于领先用户的顾客参与新产品研发研究

华中科技大学博士学位论文基于领先用户的顾客参与新产品研发研究姓名：何国正申请学位级别：博士专业：管理科学与工程指导教师：陈荣秋20080401IE;;;;;IIAbstractToobtaincompetitiveadvantageinanenvironmentbasedontime-competition,anenterprisemustintroducecustomerparticipationinwholeprocessofnewproductdevelopment.Infact,lettingalotofconfumersparticipatedirectlyintoNPDwithoutfilteringthemfirstwillresultinhighcostandloweffeciencyfordevelopmentprocess.Ontheotherhand,asexistingstudyshowed,leaduserpaticipationwillmakethedevelopmentmoreeffecientandlowercost,andthecreativeideasfromleadusersaremorevaluableandcanbringnewproducttoasuccess.Buttheseliteraturesonlyfocusondiscussingtheadvantageofleaduser;theydon'tdiscusshowtoidentifyleadusersandwhattheimproveddevelopmentprocesswouldbeifleaduserisintroduced.Thepurposeofthispaperistofindacommonwaytoidentifyleadusers,andtrytobuildanewproductdevelopmentprocessmodelbasedonleaduser'sparticipation.Thispapermakesaresearchonleadusersincustomerswhoparticipateinthenewproductdevelopmentwithacase-basedtheoreticalmethod.Themaincontentsinclude:(1)Analysistheparticipationpropensityofleadusers.Theresearchcontentisasfollowing:Researchesthesignificanseofparticipationpropensity;buildsapsychologicalruleofcustomerparticipationpropensity;researchestheparticipationpropensityofleaduser,andhowitaffectstheleaduserbehaviorwhenparticipateindevelopment.(2)Researchacommonmethodtoidentifyleadusers.Theresearchcontentisasfollowing:pointsoutthatthecoreofleaduser'sleadershipishissupercustomercompetencies;buildsahirechymodelforthefourkeycustomercompetenciesofdevelopment;buildsacommonmodelthatidentifiesleaduserbymeasuringcustomercompetencies.(3)Discusshowtomakeacommonuserbecomealeaduser.Theresearchcontentisasfollowing:pointsoutthatbringingupacommonusertoleaduserbypromotingtheircompetenciesispossible;discusseshowtopromotethemostimportant4IIIcompetenciesforparticipatingNPD;pointsoutthatcompetencycanbepromotedmoreefficientlybyusingE-method,andpotentialleaduserscanbefoundduringpromotingcompetenciesbyE-method.(4)BuildanewNPDprocessthatinvolvesleaduserparticipation.Theresearchcontentisasfollowing:comprisesexistingcommondevelopmentprocessandtheprocessinvolvedleaduserparticipation,pointsoutimprovementsinDemandGather,ScenarioDesign,PrototypeDevelopmentandTestingphasesindevelopmentprocess;buildsacompletedevelopmentprocesswithleaduserparticipation,includingbringupacommonusertoleaduser,identifyleaduser,obtainleadusersolutions,developuserinnovationtoolbox,cooperatewithleadusers,etc,whichdidn’texistinlegacydevelopmentprocess.Forthistopic,therearestillmanypendingissuesneedtobeconcerned,suchasdynamicidentifyingleaduser,keepingloyaltyofleaduser,quantifyingtheparticipationpropensityofleaduser,etc.Thesewillbestudiedinfutureresearches.KeywordsLeadUserCustomerParticipationNewProductDevelopment(NPD)ParticipationPropensityCustomerCompetencyDevelopmentProcess_____“”111.11.1.170332001CustomerParticipationCustomerInvolvement5(1)(2)(3)(4)234233%TCPTotalCustomerParticipationICInstantCustomerization1.1.2330%(Slaughter)10cm401100480%5~7121.1.3EricVonHippel1.2.125(Mansfield1968)(Duncker1945BirchandRabinowitz1951Adamson1952)(functionalfixedness)6(UrbanvonHippel1988Morrisonetal.2000Shah1999Luthje2000)21.2735AT&T30003001259----41990G.PascalAachary1009.41/1119891990·(EdithWilson)19107SAPPHOAchilladelisetal.1971Rothwell8etal.1974Mansfield&Wagner197527Elrod&Kelman198726Balachandra&Friar1997Poolton&Barclay1998Redmond1995----------Tyre&vonHippelKristensen/1.11-1980%140%35%710%40%101.311123451-2121.4(TCP)12345612345E67(1)13(2)(3)(4)1422.1CustomerEricVonHippeluser/(TedJohns)Kolterlevy(1969)15RafiqAhmed(1993)CollinsPayne(1991)(Berry1981;Georage1990;LukasandMaignan1996)(Berry1981Gummesson1991George1990Gronroos1990)(Gronroos1981Berry1981)(George1990).Gummesson(1992)(part-timemarketer)(George1990)11162321234817FDA2.2Porter(1985)Woodruff(1997)Kotler(2003)KenichiOhmae(1988)//5018RavaldandGronroos1996Christopher1997Parasuraman19972000CustomerPerceivedValueCPV200220042001/2.2.1(CPV)Zeithaml198819PerceivedBenefitsPerceivedSacrificestrade-offPorter1985Kotler20032090customervalueCVWoodroff1997CVGronroos1997CV2090CVKenichiOhmae1988RavaldGronroos1996Christopher1997Parasuraman19972000DesarboJedidiSinha2001202.2.2(CLV)Kotler(1997)LTV=t(1+d)-t()d()Gronroos2.3Internet/Internet21650000MicrosoftWindows2000BETAMicrosoftBETAWindows2000BETABUGMSWindows$500/HamelPrahalad1);2);3)Prahalad2000Prahalad200022Prahalad2000/123SiliconGraphicsR&DHollywood2IKEA25%50%243252.42.4.1(TotalCustomerParticipationTCP)(InstantCustomerizationIC)1TCP5CRMTCPTCP2TCP26TCPTCPTCPTCP3TCP(MassCustomizationMC)TCP4TCP272.4.2123451234282-1NPD2-15(marketorientation)NPD(marketorientation)NPDNPDNPDMarketingOrientationCustomerRelationshipImpactonCustomerNPDCustomerinvolvementinNPDNPDNPDsuccess(productadvantage)292-2NPDNPD/2.52.5.1IBM30InternetEricVonHippel(1)(2)Schmookler1966Mansfield1968312.5.2EricvonHippel1vonHippel1986198823/322.6Saren,M1R&D332Booz,AllenHamilton3CooperStage-GateStage-Gate32-3Stage-GateSystem34ShrivastavaandSouder4(SDStageDominant)(PD,ProcessDominant)(TD,T