摘要
本案例通过描述大连软通科讯科技有限公司承接计算机制造商A集团的内置软件平台"发展助手"的开发项目中遇到的用户需求界定问题,介绍了互联网行业中众多合作方的利益关系,以及特殊的新产品开发流程和方式,阐述了新产品面市之初产品定位明确的重要性。同时也将企业管理者遇到的管理决策问题如何转化为可操作的营销调研问题的过程完整地呈现在读者面前,为管理者及营销调研人员解决同类问题提供了借鉴和参考。
The authors describe the early stages of the ＂Growth Assistant＂ software development project by Dalian RuanTongKeXun Technology Ltd.Specifically the problem definition stage of the marketing research process preceding the launch of the software targeting small and medium businesses.The process of how to transform management decision problems which manager will meet in practice into marketing research problems that can be defined and researched upon is also elaborated.The authors also introduce the outsourcing and other profit sharing mechanisms among the stakeholders in the internet industry.The case is an appropriate reference to both project managers and marketing researchers who encounter similar problems.
出处
《管理案例研究与评论》
2010年第2期162-174,共13页
Journal of Management Case Studies
基金
国家自然科学基金重点项目"互联网环境下的关系营销理论创新研究"(70532006)部分资助
