A Research On New Product Development-Centered Customer-Enterprise Knowledge Interaction Under Internet Environment

New Product Development (NPD) is the most knowledge-intensive and essential part of an enterprise, and its success depends on the use of knowledge from different groups both inside and outside the enterprise, especially from the customer group who represents the market needs. With the development of customer’s role in NPD, it is the trend of the customer-enterprise relationship to conduct knowledge interaction. While the emergence and application of information technology, as Internet, is not only promoting the individualized demands of the customers and NPD process change, but also offering convenience for the customer-enterprise interaction, as well as the customer involvement in NPD.Therefore, it brings theoretical research sense of cross filed of Customer Knowledge Management (CKM) and NPD, and practical significance of NPD success improvement by guiding the system design of internet-based customer-enterprise knowledge interaction and the related internal organizational mechanism construction.Firstly, this paper reviewed the research status at home and abroad on the methods and knowledge nature of NPD-centered customer-enterprise interaction under internet environment, and introduced the relevant theories on NPD, CKM and Ontology, all of which helps to lay the foundation.Secondly, based on the necessity analyze of customer-enterprise knowledge interaction, this paper proposed an opinion on identification and transformation mechanism of effective customer including three factors named Customer Value Factor, Internet-based Concern Factor, and Internet Trust Factor from three perspectives as value, demand, and behavior, which are respectively integrated with Theories of Customer Relationship Management, Demand Level, and Organizational Behavior.Then, based on the analyze of theory framework of Virtual Customer Environment, different knowledge demands between customers and enterprise, and the opinion of introducing authority into the ontology-based user model in the knowledge push process, this paper studied the customer-enterprise knowledge interaction process from aspects of knowledge pull and knowledge push, built a Customer-Enterprise Knowledge Interaction Mode, and then suggested the relevant organizational mechanism construction in the enterprise.Finally, this paper did a case study on two enterprises in China’s home-decoration industry named“Shang Pin Zhai Pei”and“Ju Tai Long”respectively, both of whom are carrying online customer design business, and proposed some suggestion on the business operation in this industry on the comparison between the two enterprises.