新產品開發研究是企業掌握市場及維持競爭優勢的重要活動。但處於全球化競爭的市場，能否快速推出新功能與新產品，似乎成為產業在此激烈競爭中存活的關鍵。然而，消費者真的就偏好新產品？其實不然。雖然新產品更迭頻繁，但如何與消費者偏好建立起正向關聯性，進而促使消費者產生購買意願，仍是廠商推出新產品最大的挑戰。因此，若能在短暫的產品開發階段就可以了解消費者需求，並將之運用於新產品開發，將可永續維持企業核心競爭力。
在以往的研究中，總是將產品屬性、價格及成本分開探討，並且一再強調快速推出新產品即可使企業形成競爭優勢，較無考慮功能屬性等問題。故本研究的目的為藉由此方法論探討各變數如何影響消費者購買意願及延伸討論競爭廠商間的決策分析。描述如何結合系統動態與產品屬性來協助廠商探究消費者偏好與廠商間的策略性行為。
本研究以智慧型手機為例，討論智慧型手機功能屬性如何影響消費者購買意願的變化，從研究中發現，不管在任何價格水準下，編號一及編號三的產品屬性皆最受到消費者喜愛。顯示消費者最偏好之規格為:品牌(B公司)、CPU(1GHZ)、相機畫素(1000萬)、多媒體(杜比音效)及電子郵件(有push email)；而三種價格水準中，消費者最偏好之價格水準為12,000到17,000之間，顯示不是價格越低消費者越愛，還會受到產品品質等因素之影響。研究顯示，各種屬性組合所產生之效用值，廠商可利用此表了解各種屬性組合所導致之購買意願之增減，以進行新產品開發之參考依據。

The consumer market is more and more complicated because of the high-speed development of new product. Recently,the ability to quickly introduce new features and new products, seems to be the key to survive in this highly competitive market. how to establish a positive relationship with consumer preferences resistance and trying to promote consumer purchasing intention will be the major course for enterprise.
The research purpose of this study is to build a new product development model through combining system dynamics and conjoint analysis. This study will offer some results and forecasting the sales about new product in order to reduce the failure rates in the future.
This study concerning to the Smartphone market. Whether at any price level, the number one and number three product attributes that are most loved by consumers.
The most prefer attribute is:Brand(B company),CPU(1GHZ),Camera(10million) Multimedia(Dolby)andE-mail(push email).With the three price level,consumers most prefer price level is between 12,000 and 17,000.The result show that consumers decision is not only affected by price but also attribute.Enterprises can use this model to reduce the risk of new product development.

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