| Summary: | 碩士 === 銘傳大學 === 設計管理研究所碩士班 === 94 === In recent years, design has become one of the main focuses for global businesses, and a very important instrument in raising competitiveness edge. Businesses use new product development to increase profits and brand value. Hence, design strategy will play a very important role in new product design, and how to develop and improve new products and business theory to achieve the goal has become a very important issue. This research investigates, through new product development the process of design strategy’s completeness and existence within the design organizations, to distinguish the difference between the new product development strategies, to benefit the establishment and completeness of new product development strategy pattern for academically and practicality reference.
Domestic manufacturers are targeted companies in this research, which involve in-depth interviews with design level personnel within those companies. Four companies were selected according to the nature of the business; individual cases were established targeting interviews with product managers, design managers, project managers and design engineers. Person to person in-depth interview of nine subjects were conducted. Interviewed data were collected utilizing Induction and connotation analysis method. Data were categorized and finalized and inter-organizational product design strategy mode was established.
Main results of this research are : (1) new product as a whole, design is the most important stage in the new product development process, followed. The project planning stage is categorized as pre-process. (2) Category of new product developments are divided into three types: Profit type, Feedback type and Enterprise type. And new product development strategy favorites market guided direction. (3) In the process of new product development, the interaction between organizations could be divided into: Horizontal mode, Horizontal circular mode, Horizontal interlaced mode, Vertical circular mode. (4) Dictated by the person carry out the strategy and design specification impact, in addition to design strategy clarity, design Unit strategy is divided into: Evolutionary type and Project type. (5) Analysis from design strategy in a design project determines the market as the primary strategic targeting area, and categorizes the strategy in four types: Gradual type, Predominant type, Connotative type and Independent type. (6) In accordance with correlation and interrelationships between design unit strategy and project design strategy; new product design strategy is established within organizations. These are Sequence mode, Connotation mode, Predominate coordinate mode and Independent coordinate mode.
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