Question
संकल्पना चयन और संकल्पना परीक्षण
Answer :
Word Count : 1393
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संकल्पना चयन और संकल्पना परीक्षण संचालन प्रबंधन तथा नए उत्पाद विकास प्रक्रिया के महत्वपूर्ण चरण हैं। किसी संगठन के लिए नए उत्पाद या सेवा का विकास केवल नए विचार उत्पन्न करने तक सीमित नहीं होता, बल्कि उपलब्ध अनेक विचारों में से सबसे उपयुक्त विचार का चयन करना और फिर यह जाँचना आवश्यक होता है कि लक्षित ग्राहकों द्वारा उस विचार को किस प्रकार स्वीकार किया जाएगा। इस प्रक्रिया से संगठन अपने संसाधनों का प्रभावी उपयोग कर सकता है, जोखिम को कम कर सकता है तथा बाजार की आवश्यकताओं के अनुरूप उत्पाद या सेवा विकसित कर सकता है। संकल्पना चयन का अर्थ विभिन्न नए उत्पाद या सेवा विचारों में से उस विचार को चुनना है जिसमें संगठन के लिए अधिक व्यावसायिक संभावना हो। नए उत्पाद विकास की शुरुआत सामान्यतः अनेक विचारों से होती है। ये विचार ग्राहकों की आवश्यकताओं, बाजार अनुसंधान, कर्मचारियों के सुझाव, प्रतिस्पर्धियों की गतिविधियों, तकनीकी विकास, आपूर्तिकर्ताओं तथा प्रबंधन के अनुभवों से प्राप्त हो सकते हैं। प्रत्येक विचार को समान रूप से विकसित करना व्यावहारिक नहीं होता, इसलिए प्रारंभिक स्तर पर उनका मूल्यांकन करके कमजोर या अनुपयुक्त विचारों को हटा दिया जाता है। संकल्पना चयन में सबसे पहले विचारों की प्रारंभिक जाँच की जाती है। इस चरण में यह देखा जाता है कि विचार संगठन के उद्देश्यों, नीतियों और रणनीति के अनुरूप है या नहीं। यदि कोई विचार संगठन की उत्पादन क्षमता, तकनीकी योग्यता या वित्तीय क्षमता से बाहर है, तो उसे आगे बढ़ाना उचित नहीं होता। इसी प्रकार यह भी देखा जाता है कि प्रस्तावित उत्पाद या सेवा किसी वास्तविक ग्राहक आवश्यकता को पूरा करती है या नहीं। संकल्पना चयन के दौरान बाजार की संभावनाओं का अध्ययन किया जाता है। इसमें लक्षित ग्राहक कौन हैं, बाजार का आकार कितना है, ग्राहकों की क्रय शक्ति कैसी है, मांग बढ़ने की संभावना क्या है तथा प्रतिस्पर्धी उत्पाद कौन-कौन से हैं, जैसे प्रश्नों पर विचार किया
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