| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理系EMBA班 === 97 === At the end of 2007, the market share of LCD TV has surpassed CRT, this indicates that LCD TV has become the mainstream of flat TV. The battle will become more severe soon when the product life cycle shift from growth stage to mature stage. Efficacious use of innovation to enhance product competitive advantages and to take into account the whole company benefits comprehensively is critical to all TV makers.
QFD is an excellent creativity brainstorming and alternative evaluation tool. In QFD framework, it seems lack of systematical approach to classify the voices of customer. We use the concepts from Toyota Product Development System to classify the voices of customer and relate them to the voices of engineering. The product development proposals come up after. We then put those product development proposals into BSC to check if they are aligned with the company strategy. The better alternatives should improve whole aspects of a company. Through the proposed product development processes, top managers of the case company show more confident with direction of potential products. In this case study, we found that company self own design and make of LCM should be the first priority for R&D department at J company rather than LED B/L which was considered as the most important R&D project originally when only aspects of marketing and technical feasibility were emphasized. Top management agree that company self own design and make of LCM is more suitable for the company at its current position and will contribute more competitive advantages to J company in the near future.
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