文献类型：期刊文献

中文题名：竞争性环境下在线评论驱动的新产品开发:基于QFD的视角

英文题名：Online Review-driven New Product Development under Competitive Environments:A QFD Perspective

作者：徐一钊[1];闫宏斌[1];马铁驹[1]

机构：[1]华东理工大学商学院,上海200237

年份：2022

卷号：40

期号：5

起止页码：54

中文期刊名：系统工程

外文期刊名：Systems Engineering

收录：CSTPCD;;北大核心:【北大核心2020】；

基金：国家自然科学基金资助项目(71871093,72131007,72140006)。

语种：中文

中文关键词：新产品开发;在线评论驱动;竞争性分析;不确定性;QFD

外文关键词：New Product Development;Online Reviews Driven;Competitive Analysis;Uncertainty;QFD

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.