مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

توسعه محصولات جدید با رویکرد تجربه مشتریان

نویسندگان
1 استادیار و عضو هیئت علمی دانشکده تجارت و مالیه دانشگاه تهران
2 دانشکده تجارت و مالیه دانشگاه تهران
چکیده
توسعه فناوری‌هایی همچون اینترنت اشیاء، موجب شده تا به صورت گسترده‌ای، حجم عظیمی از داده توسط انسان‌ها و ماشین‌ها تولید شود. علاوه بر این، توسعه کاربران فضای مجازی و اینترنت نیز، بستری فراهم نموده تا نیازها و نظرات مشتریان و کاربران محصولات و خدمات، به سادگی ثبت و قابل بهره‌برداری شوند. این داده‌ها فرصتی است برای طراحی محصول، خدمت و سیستم به صورت داده‌محور می‌باشد. فرآیند طراحی محصولات و خدمات به صورت سنتی، نیازمند گردآوری داده‌ها به صورت پیمایش است که امری زمان‌بر و پرهزینه استدوره طراحی و توسعه محصول پشت درب‌های بسته واحد تحقیق و توسعه شرکت‌ها به پایان رسیده است. لازمه باقی ماندن شرکت‌ها در عصر پرتلاطم حاضر، بهره‌گیری از دانش موجود در دینای اطراف و حرکت به سمت نوآوری باز و خلق ارزش مشترک است. مشتری و مصرف‌کننده نهایی، مهمترین بخش زنجیره ارزش هر کسب و کاری است و یکی از مهمترین منابع اطلاعاتی در این میان، ترجیحات و نظرات مشتریان است. این منابع عموما در بستر اینترنت، سایت‌های خرید و فروش آنلاین، شبکه‌های مجازی و پایگاه‌های مشابه دیگری بارگذاری و ذخیره می‌شوند. با توجه به اینکه محتوای این نظرات عموما به صورت متن هستند، نیاز به ابزارهای متن‌کاوی برای استخراج اطلاعات از آن‌ها، احساس می‌شود. بر این اساس، این پژوهش با هدف بررسی و مرور سیستماتیک ادبیات حوزه توسعه و طراحی و محصولات مشترک بر مبنای داده‌های متنی انجام شده است. بدین منظور از دو رویکرد مرور سیستماتیک، Bibliometric Analysis و Systematic mapping review استفاده شده است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

New product development with customer experience approaches

نویسندگان English

Sajad Khani Pordanjani 1
navid mohammadi 2
1 Assistant Professor Faculty of Commerce and Finance, university of Tehran, Tehran, Iran
2 faculty of commerce and finance, university of Tehran, Tehran, Iran
چکیده English

The scope of technologies such as the Internet of Things has caused a large amount of data to be produced by humans and machines. In addition, the development of virtual space and Internet users also provides a platform so that the needs and opinions of customers and users of products and services can be easily recorded and exploited. This data is an opportunity to design products, services and systems in a data-oriented manner. The product design and development period behind the closed doors of the companies' research and development unit has ended. Companies must survive in the current turbulent era, take advantage of the knowledge available in the surrounding world, move towards open innovation, and create shared value. The customers and final consumers are the most important part of the value chain of any business, and one of the most important sources of information among them is their preferences and reviews. These resources are generally uploaded and stored on the Internet, online shopping and selling sites, social media, and other similar databases. Accordingly, it will be vital to use the reviews and experiences of customers in the process of developing new products. Considering the importance of this issue, this research has used bibliometric and systematic literature review.

کلیدواژه‌ها English

new product development
customer experience
customer review
data mining
content analysis
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