產品行銷

Customer Knowledge Co-creation Process in New Product Development

Sofianti, T.D. Suryadi, K.

Govindaraju, R. Prihartono, B.

長榮大學經營管理研究所行銷組評論人 : 李信輝

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Abstract

This paper promotes the framework to describe the customer knowledge flow in the every stages of NPD process to co-create the customer knowledge, by the interaction of the knowledge agent from the company with the customer. This will fill the lack of understanding of CKM implementation in NPD. Index Terms — CKM, Knowledge Co-creation, NPD.

本文促進框架來描述客戶在新產品開發過程的每一個階段的知識流共同創建的客戶知識，知識代理公司與客戶的互動。這將填補了解CKM實施NPD的缺乏。


Introductio

Many research show direct evidence the positive effects of knowledge management implementation on innovative works . One of the indicators of a company's competitiveness is the ability to develop new products. NPD project itself needs an efficient strategy to achieve good performance, such as to shorten time to market, provide good feedback and rapid response to customer needs . Leonard adds that the ability to absorb knowledge of the market is an important component in NPD process. Many studies are conducted to develop a model of knowledge management and implementation of knowledge management system to improve the performance of NPD. Jiang and Li examined the relationship between knowledge management and the performance of innovation

許多研究表明知識管理實施的積極影響的創新作品的直接證據。公司的競爭力的指標之一是開發新產品的能力。 NPD項目本身需要一個有效的策略，以達到良好的性能，如縮短產品上市時間，提供良好的反饋和快速響應客戶的需求。吸收知識的能力的市場是在新產品開發過程中的一個重要組成部分。許多研究進行知識管理和知識管理系統的實施，建立一個模型，新產品開發以提高性能。知識管理和企業技術創新績效之間的關係。


THEORITICAL

BACKGROUND

This paper is inspired by Kohlbacher’s that promote the framework of knowledge-based marketing and knowledge co-creation in the business ecosystem. He identified four cores marketing process (SCM, market research, CRM, and PDM) in which knowledge co-creation plays an essential role as seen in Fig 1.

促進基於知識的行銷和知識共創商業生態系統中的框架。他確定四磁芯銷售的過程 (供應鏈管理、市場研究、 CRM 和 PDM) 在哪些知識共同創造發揮重要作用


THEORITICAL

BACKGROUND

A. Marketing Knowledge and Knowledge-Based Marketing B. Customer Knowledge Management C. Dimension of CKM

市場行銷知識和知識為基礎的市場行銷客戶知識管理維度的CKM


IMPLICATION FOR

THEORY AND RESEARCH

A. Benefits and Outcomes of Customer Knowledge

While the firm learning from its customers, customers also benefit from the hunches, insights, and intuition of other customers, which are conveyed to them by the salesperson. Meeting the customer's needs by taking the time to listen to them and later providing knowledge will foster the relationship between the customer and the firm. The company will acquire knowledge that will assist in product innovation and improvements. Better relationships with the customer leads to increasing sales and acquiring new customer.

同時公司還從其客戶，客戶學習受益于直覺、見解和其他的直覺客戶，由銷售人員向他們轉達。滿足客戶的需要花時間來聽聽他們並稍後提供知識將寄養客戶與公司之間的關係。公司將獲得將協助產品的知識創新和改進。更好的合作關係導致增加銷售和獲得新的客戶。

CUSTOMER KNOWLEDGE

MANAGEMENT PROCESS IN NEW

PRODUCT DEVELOPMENT


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CONCLUSION

雖然獲得的知識從個人的互動客戶可以受益公司，文化和激勵機制可能不得不被改變的執行的成功。構建成功因素的CKM在新產品開發過程中考慮的KM實施如技術，人與文化啟用將是有益的。它可以通過開發收益性能測量工具維護的好處從該實施獲得。

Although knowledge gained from personal interaction with customer can benefit companies, culture and incentivesmay have to be changed for the implementation success. Then constructing the success factors of the CKM implementation in NPD process by considering the KM enablers such as technology, structure, people and culture will be useful. It can be proceeds by developing the performance measurement tools for maintaining the benefits obtained from this implementation.

THANKS

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