The objective of this study is to find an effective methods for reflecting customer needs to new products concept generation in home application industry. For the purpose, we select a representative electronics company in korea (we call it A electronics company in this study) and there, we have an interview with several relevant members about the customer needs finding process and the pre-sent application condition of the web site.
Based on the interview analysis, we suggest an ideal process for new product concept generation for home appliances through a combined value chain.(see pp.54) and we can obtain several factors affecting customer oriented competitive adventage through comparing the present process with the ideal process. The factors are divided into two parts that are cost advantage and differentiation. Cost advantages are reduction of marketing cost, after sales service cost, and inventory cost. Differentiations are shift of speed, individual marketing, market oriented organization, and globalism.
Finally we propose some useful stretegic activities that can be adapted to the real business. The strategic activities are as follows.
First, Gather all customer's fundamental data to a one spot and build data base to manage customer needs.
Second, Integrate customer data managing departments that are scattered to the marketing department.
Third, Use information technology aggressively for the scientific approach and effectiveness.
Fourth, Hold customer needs in common and build up concensus.
Fifth, Convert the collecting methods each other from traditional to electronic.
Sixth, Recognize Web as a strategic tool of marketing and apply it to marketing.
(1) clearly define objective goals of the web site and the goals should be contained in the main frame of company's marketing strategy.
(2) well apply the cheracteristics of web (interactive, real time, overcome restriction of space)
(3) bring up experts of cyber marketing.
(4) make up contents of the web site on the side of customers and eager to rise a positioning in the cyber space.
