在线大规模定制下客户参与企业NPD最优策略研究
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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 innovation 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.
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 innovation 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.
引文
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[2]Selladurai R S.Mass customization in operations management:Oxymoron or reality?[J].Omega,2004,32(4):295-300.
[3]王克喜,袁际军,黄敏镁,等.多平台下的参数化产品族多目标智能优化[J].中国管理科学,2011,19(4):111-119.
[4]万雪峰,但斌,经有国.在线大规模定制下基于客户需求模板的产品配置研究[J].工业工程,2010,13(4):69-73.
[5]蔡俊亚,党兴华,冯泰文.客户参与和供应商参与对企业绩效的影响研究[J].研究与发展管理,2013,25(3):53-63.
[6]Slywotzky A J.The age of the choiceboard[J].Harvard Business Review,2000,78(1):40-41.
[7]Walsh J,Godfrey S.The internet:A new era in customer service[J].European Management Journal,2000,18(1):85-92.
[8]张利斌,张广霞.基于双边市场理论的苹果App Store模式研究[J].计算机工程与科学,2012,34(4):188-192.
[9]王莉.基于网络的客户参与产品开发——国内外比较研究和趋势分析[J].经济管理,2004(22):18-23.
[10]杨波,刘伟.基于应用扩展和网络论坛的领先用户识别方法研究[J].管理学报,2011,8(9):1353-1358.
[11]刘伟,刘严严.下游开发活动纳入上游开发活动动态信息研究[J].计算机集成制造系统,2011,17(6):1292-1297.
[12]马文建,刘伟,李传昭.跨企业组织协同产品开发中供应商早期参与策略研究[J].中国管理科学,2011,19(2):147-153.
[13]朱晓宁,张群,颜瑞,等.供应链协同产品设计开发模型及策略[J].统计与决策,2014(10):40-43.
[14]Bogus S M,Diekmann J E,Molenaar K R,et al.Simulation of overlapping design activities in concurrent engineering[J].Journal of Construction Engineering and Management,2011,137(11):950-957.
[15]Arundacahawat P,Roy R,Al-Ashaab A.An analogy based estimation framework for design rework efforts[J].Journal of Intelligent Manufacturing,2013,24(3):625-639.
[16]Dehghan R,Ruwnapura J Y.Model of trade-off between overlapping and rework of design activities[J].Journal of Construction Engineering and Management,2014,140(2):301-313.
[17]Yang Qing,Yao Tao,Lu Ting,et al.An overlapping-based design structure matrix for measuring interaction strength and clustering analysis in product development project[J].IEEE Transactions on Engineering Management,2013,61(1):159-170.
[18]钱亚东,郑国君,战洪飞,等.网络化协同设计过程管理方法和工具[J].科研管理,2004,25(1):90-95.
[19]Rogers E M.创新的扩散[M].辛欣,译.4版.北京:中央编译出版社,2002:264-321.
[20]Valente T W,Davis R L.Accelerating the diffusion of innovations using opinion leaders[J].Annals of the American Academy of Political and Social Science,1999,566(1):55-67.
[21]杨波.大规模定制产品开发中的领先用户识别与参与行为研究[D].重庆:重庆大学,2011.
[22]Loch C H,Terwiesch C.Communication and uncertainty in concurrent engineering[J].Management Science,1998,44(8):1032-1048.
[23]Maier J F,Wynn D C,Biedermann W,et al.Simulating progressive iteration,rework and change propagation to prioritise design tasks[J].Research in Engineering Design,2014,25(4):283-307.