Research On Fuzzy Front-end Influencing Factors Of New Product Development Based On DEMATEL/ISM

Facing the fierce market competition,enterprises must constantly improve the success rate of new product development.Fuzzy front end is in the initial stage of new product development.Effective management and implementation of front end activities can directly affect the success of new product development.There is a high degree of uncertainty in technology,resources and information in the activities of the fuzzy front end,which is not conducive to the maturity of the fuzzy front end,and then affects the success rate of new product development.In this case,it is necessary to analyze and identify the core factors affecting the fuzzy front-end of new product development.This is helpful for enterprises to minimize the uncertainty of the fuzzy front end and make overall strategic planning for the resources needed for new product development,so as to achieve the optimal allocation of resources.In this paper,using the method of decision-making trial and evaluation laboratory and interpretative structural model,the components of the fuzzy front end of new product development and the internal relationship and mechanism between the elements are discussed,so as to prepare for the success of new product development.Firstly,from the point of view of process,the fuzzy front end of new product development is divided into three stages,namely,the stage of creativity and opportunity identification,the stage of initial product definition and implementation conditions,and the stage of initial project planning.Based on these three stages,16 factors affecting the fuzzy front end of new product development are identified qualitatively.Secondly,the Delphi method is used to determine the correlation among the influencing factors.On this basis,the DEMATEL/ISM method is used to establish the multi-level hierarchical structure model of the influencing factors of the fuzzy front end of new product development.Finally,based on the multi-level hierarchical structure model,the implementation of new product development fuzzy front end is proposed from three aspects: surface factors,deep factors and root factors,which can provide some reference for enterprises in the specific implementation process of new product development fuzzy front end.