การพัฒนาระบบสนับสนุนการตัดสินใจในการนำผลิตภัณฑ์ใหม่ออกสู่ตลาด / ธนัท ภู่วรวรรณ = Development of decision support system for new product introduction / Tanut Poovorawan
Bringing new products into the market is very important in business and industry. Hence, appropriate decision making for each situation is very important. The objectives of this research are to study the development of decision theories and to develop a decision support system for new product introduction, from an industrial engineering point of view. This research created decision models by (1) studying related theories and researches and (2) interviewing experts. Based on the knowledge acquired, the variables were then classified and organized into models. The models were created for 5 strategies: product planning, pricing, distribution, market promotion and packaging strategy. From the models, development rules for expert systems were prepared by writing decision rules into the computer program: VP-Expert expert system shell. The variables in the models have been classified into 2 groups: 43 input variable and 19 output variables. In total, there were 214 decision rules created. The program was tested using two case study products. The test gave results which were effective in all five marketing aspects including the extreme cases. From the results, the program was found to be suitable as guidelines for bringing new products into the market. In summary, the research consisted of (1) creating decision models for new product introduction in 5 marketing aspects, (2) developing a decision support system from the models to be used as a guideline in new product introduction and (3) applying the knowledge of industrial engineering in the area of business and industry.
