The impact of online forums on business new product development - a case study of A mobile phone
Date Issued
2006
Date
2006
Author(s)
Guo, Ciao-Jyun
DOI
zh-TW
Abstract
The growth rate of mobile phone market in Taiwan has slowed down, and the amount of mobile phone brands is numerous. These factors make mobile phones become changeful and short-lived consumer products. The market share of Taiwan mobile phone brands is quite low. The main reason may be that the domestic brands lack the ability of marketing research. Therefore, to catch on the preferences of consumers and provide the mobile phones accordingly are the most important issues to Taiwan mobile companies. However, it often cost firms a lot to know the customers, but the effect was often undesirable in the past. As the emergence of Internet, there is a new channel for consumers to share product information. And these online opinions are more and more valued due to the increasing Internet penetration. Nevertheless, most researches focus on the “consumer” aspect nowadays; there are rare researches highlighting how these opinions affect the “business” side.
The purpose of this article is to investigate how the online comments affect domestic mobile phone company when developing new products. Through content analysis and interviewing the employee of A company, the result shows that online opinions indeed offer companies some valuable information about new product development, and they can also reflect the effect of most refined attributes. In addition, this study also generalizes the rules and consideration factors that A company use to sift these online opinions. Finally, this article summarizes the characteristics, strength and limits of the utilization of online opinions, and addresses some practical suggestions.
Subjects
虛擬社群
網路討論區
市場調查
新產品開發
內容分析法
virtual community
online forums
market research
new product development
content analysis
Type
other
File(s)![Thumbnail Image]()
Loading...
Name
ntu-95-R93725040-1.pdf
Size
23.31 KB
Format
Adobe PDF
Checksum
(MD5):925eb923b7cf8e31b969be55a9733688