新产品开发中的虚拟产品体验:顾客参与的视角

企业获取与利用外部知识的能力在企业新产品开发中发挥着越来越重要的作用,顾客参与已成为企业获取顾客信息并将其整合到新产品开发过程中的重要手段,而虚拟产品体验使顾客能够更早、更好地参与企业新产品开发。本文从顾客参与的视角,探讨虚拟产品体验在新产品开发中的优势,并对顾客通过虚拟产品体验方式参与新产品开发时所扮演的角色、所起到的作用进行讨论,旨在为企业开发新产品的实践提供理论参考。

Virtual Product Experience in New Product Development:A Customer-participation Perspective

Enterprises' ability to explore and exploit outside knowledge plays an increasingly important role in new product development(NPD),and customer participation has become an essential way to acquire customers' knowledge and to integrate it into enterprises' NPD process.Virtual product experience(VPE) enables customers to participate in NPD in earlier stages with better results.In this paper,advantages of VPE in NPD,the roles of customers participating in VPE are discussed.Further,a process by which customers can effectively participate in NPD via VPE is proposed,which can be referred to by enterprises when making decisions concerning new product development.