基于大学-社区参与的新产品开发框架——以泰国面向老年消费者的OTOP开发为例

P. Sensang, T. Jomvong, R. Santianotai, W. Chattinnawat
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引用次数: 2

摘要

该研究项目是大学-社区参与项目之一,旨在研究和启动在清迈、蓝埔和南邦三省开展的一种Tambon一种产品(OTOP)开发。这种协作产品开发为OTOP带来了三种新的创新产品。本研究界定并选取清迈、蓝埔、南邦三个北部省份的老年消费群体。本研究采用问卷调查法和焦点小组讨论法,对1275名老年消费者对OTOP产品的购买态度进行了调查。采用定量分析和层次分析法对OTOP产品进行了筛选。从调查中确定了潜在的顶级产品。然后运用本土文化的价值创造技术进行新产品的创新。本研究提出了一个由三个战略发展阶段组成的框架。跨协作团队是主要的推动者。对OTOP合作生态系统进行了测试,发现这个生态系统可以对所有员工互惠互利,包括帮助配置组织的环境和创业精神。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
New Product Development Framework based on University-Community Engagement: Case Study of Thailand OTOP Development for Elderly Consumer
This research project is one of the University-community engagement projects to study and initiate One Tambon One Product (OTOP) development in the three provinces of Chiang Mai, Lumphun and Lampang. This collaborative product development led to three new and innovative products for OTOP. This research defined and selected the elderly consumer groups from three northern provinces of Chiang Mai, Lumphun, Lampang. This study uses a survey and focus group discussion to identify the buying attitude of 1,275 elderly consumers toward the OTOP product. The quantitative analysis and the AHP technique were applied to identify the group of OTOP products selected for development. The potential top products were identified from the surveys. Then the value creation technique from local culture was employed to innovate the new products. This research developed a framework consisting of the three strategic stages of development. The cross-collaboration team are the primary enabler. The OTOP cooperative ecosystem was tested and found that this ecosystem can reciprocally benefit all the staff, including help configuring the organisation’s context and its entrepreneurship.
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