طراحی الگوی مشارکت مشتریان در فرآیند توسعه محصول جدید در صنعت خودروی کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشگاه شهید بهشتی.

2 استاد، دانشگاه شهید بهشتی.

3 دانشیار، دانشگاه شهید بهشتی.

4 استادیار، دانشگاه شهید بهشتی.

چکیده

هدف پژوهش حاضر، ارائه چارچوبی برای اجرای اثربخش فرآیندهای توسعه محصول با توجه به خواست‌ها و انتظارات مشتریان و انطباق‌ آن با ویژگی‌­های سازمانی برای صنعت خودروی کشور است. این پژوهش از منظر هدف کاربردی ـ توسعه‌­ای و بر حسب ماهیت داده‌ها و نحوه گردآوری آن­ها از نوع پژوهش­‌های آمیخته اکتشافی (کیفی ـ کمّی) با رویکرد گام‌های دروازه‌ای طراحی محصول است. بررسی متداول­‌ترین روش‌­های توسعه محصول با توجه به پیشینه و کاربردهای صنعت، استخراج شاخص­های توسعه محصول جدید از منظر مشتریان، انطباق شاخص‌های توسعه محصول جدید با ویژگی­‌ها و اهداف سازمانی، تعیین شاخص‌­های اثرگذار بر توسعه محصول جدید و رتبه‌­بندی آن­ها که در آن از فنون تحلیل محتوا و گروه کانونی اکتشافی به‌­منظور استخراج سنجه­های پژوهش استفاده می‌شود. در بخش کیفی حجم نمونه شامل 19 خبره و در بخش کمّی حجم نمونه شامل 294 نفر از مشتریان سه شرکت «ایران‌خودرو»، «سایپا» و «پارس‌خودرو» است. بر اساس یافته‌های این پژوهش، 50 شاخص در 11 تم‌ها و شرح آن­ها و نیز الویت‌بندی تم‌های توسعه محصول جدید از دید مشتریان و سازمان شناخته، ارائه و تحلیل شدند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Customer Engagement Pattern in the New Product Development Process in the Country's Car Industry

نویسندگان [English]

  • Hossein Shojaeifard 1
  • Mohammad Reza Hamidizadeh 2
  • Seyed Mahmoud Hosseini 3
  • Maryam Akhavan Kharazian 4
1 Ph.D. Student, Shahid Beheshti University.
2 Professor, Shahid Beheshti University.
3 Associate Professor, Shahid Beheshti University.
4 Assistant Professor, Shahid Beheshti University.
چکیده [English]

The purpose of this article is to provide a framework for the effective implementation of product development processes according to the wants and expectations of customers and its adaptation to organizational characteristics for the country's automotive industry. This research is a development  one from the purpose side  and in terms of the nature of the data and how it was collected through a kind of exploratory (qualitative - quantitative)based on research with a stage- gate product design approach: Exploring the most common methods of product development according to industry background and applications; Extracting new product development indices from customers' perspective; Adaptation of new product development indices to organizational characteristics and goals; Determination of indices affecting new product development and their ranking using content analysis techniques and exploratory focus group to extract research metrics. In the qualitative part, the sample size is nineteen experts and in the quantitative part, the sample size is 294 customers of three companies Iran Khodro, SAIPA and Pars Khodro. Based on the findings of this study, fifty indices were presented and analyzed in 11 themes and their descriptions as well as prioritizing new product development themes from a well-known customer and organization perspective.

کلیدواژه‌ها [English]

  • New Product Development
  • Stage-Gate Approach
  • Automotive Customer Views
  • Automotive Manufacturers View
  • Automotive Industry

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