商品开发中需求与技术二要因作用机制的探讨——基于朝日啤酒公司开发“超清爽啤酒”的案例

Study on the Mechanism of Interaction between Demand and Technologies in Product Development

本文通过对朝日啤酒公司所开发的畅销商品—"超清爽啤酒"的案例分析,探讨商品开发过程中需求与技术两个要因的功能表现与相互作用机制。在商品开发中,需求是目标,技术是实现目标的手段,两者的有效结合形成畅销商品。在准确把握消费者需求后,怎样用适当技术将之具体化是商品开发最重要的环节。其方法是将需求特性翻译成相对应的技术分析值,然后作不同的组合试验,并不断对试制品进行市场测验和修改。为了更快地完成商品开发过程,有目的地进行一些研究探索和技术积累是很有必要的。

This paper has made an analysis on the mechanism of interaction between demand and technologies in product development by case study on the hit goods of 'Superdry Beer'. Cousumers demands are the objectives, and technologies are the means in product development process. Their effective combination brings out the hit goods. It is very important to grasp the real demand of consumer and to transfer its traits into technical indexes of a product to achieve success in product development. And it is necessary for enterprise to accumulate technologies and make some researches in advance to speed up product development.