臺灣博碩士論文加值系統

在二十一的世紀，科技進步的快速發展、全球化的市場，以及來自世界各地的廠商激烈競爭下，企業必須快速地推陳出新新產品，來因應市場環境的變化。因此新產品的開發就成為企業專注的焦點，企業唯有不斷地推出新產品才能因應市場的需求和維持企業競爭力。
過去在學術研究上，許多學者在新產品開發與市場知識的相關研究中亦都發現兩者的關聯性和重要性。大部份的學者都認同市場知識可以增進新產品績效，但尚未有足夠的研究特別針對市場知識的內容加以探討市場知識如何影響新產品的發展流程，尤其是市場顧客知識。因此，有愈來愈多的學者們特別研究市場顧客知識對新產品發展的影響，而大部份學者們的研究結果亦證實：『市場顧客知識深深地影響著新產品的成功與否。』故學者們都一致認同市場顧客知識對新產品影響深遠，企業的新產品必須符合市場顧客的需求和期望，才能獲得顧客們的信賴和帶來較高的新產品績效。
但是過去大部份學者們的研究只針對市場顧客知識與新產品發展流程之間的關聯性，鮮少更進一步探討市場顧客知識對新產品發展流程的影響，故本研究以描述性顧客知識和程序性顧客知識 (Anderson,1983)作為定義顧客知識，以及其在新產品發展流程中的影響。而過去文獻亦提到企業銷售人員在新產品發展流程中扮演著非常重要的角色，是企業最有效獲得市場顧客知識的來源，故本研究將探討銷售部門與研發部門在新產品發展上的整合議題。亦由於新產品發展流程是一個非常複雜的作業程序，必須整合各部門共同參與以及彼此間有著良好互動溝通，才得以提高新產品發展績效。故本研究將進一步以組織內部溝通作為探討銷售部門與研發部門在整合上，可能遭遇的問題與障礙。
最後本研究藉由回顧過去學者們在顧客知識管理、行銷與銷售管理、組織溝通管理與新產品發展管理的相關文獻而提出一個較完整性的研究意涵，做為後續研究者探討市場顧客知識更詳細地影響新產品發展流程，以及銷售部門與研發部門之間的跨部門溝通將會對新產品發展有何障礙與整合問題，並在最後提供一些建議作為未來企業管理階層在新產品發展流程的參考。

The enterprises will be able to launch new products rapidly to satisfy customers’ needs and the market’s change because of the rapid technique development, the globalization of the market and the dynamic competitive circumstance in the twenty-one century. So the New Product Development becomes the core competence of business development.
In the past, there were enough studies that they had proven the irrelativeness between the market knowledge and the New Product Development performance. And especially the customer knowledge is. But there are yet enough studies that discussing the customer knowledge how to influent the New Product Development process. So my study quotes the declarative and procedural customer knowledge to discuss it. My study believes that the declarative customer knowledge and procedural customer knowledge would have the different influence in the NPD process. And according to some scholars’studies, they thought that the sales were one of customer knowledge sources and they can capture the most effective customer knowledge. So my study extra mentions internal communication to discuss it with customer knowledge. From some related studies, the scholars said that the formal and informal communication would have different functions in the organization communication. Each of the organization communication has its barriers and enablers when the organization translates the customer knowledge. In final, because the NPD is a complex process, it needs the different functions to participate in, collaborate and share the duties. And the scholars thought that organization function knowledge integration would influence the NPD performance. So the enterprises must enabler their function knowledge integration in the NPD process, and it would reveal positive correlation on the organization knowledge integration and the NPD performance.
So my study would retrace the past studies, for example Knowledge Management, Marketing and Sales Management, Organization Communication Management, and New Product Development Management, etc. And my study would provide a research framework to integration my research thought and those scholars’ studies. My study hopes it providing a clear research issue and some suggestions to the managers in the business.

書名頁
論文口試委員審定書
授權書
誌謝 i
中文摘要 ii
英文摘要 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究架構 4
第二章 顧客知識 6
第一節 顧客知識的定義、類別及對組織重要性 6
第二節 描述性顧客知識和程序性顧客知識 15
第三節 程序性顧客知識和描述性顧客知識在新產品發展上的應用 19
第四節 顧客知識、銷售人員角色在新產品發展程序的影響 20
第三章 銷售與研發部門分享顧客知識的重要性 29
第一節 促進銷售與研發部門之間的整合影響 29
第二節 對研發部門產品開發績效的貢獻 36
第四章 組織溝通 42
第一節 組織溝通的定義與方式 42
第二節 正式溝通的促進與障礙因子 44
第三節 非正式溝通的促進與障礙因子 51
第四節 銷售部門與研發部門溝通的可能困境 55
第五章 部門間顧客知識分享障礙解決之建議 60
第一節 對組織管理高層的建議 60
第二節 對銷售部門的建議 65
第三節 對研發部門的建議 69
第六章 結論與建議 72
第一節 研究結論 72
第二節 研究建議 81

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