關於產品創新的研究，絕大多數學者均以B2C的企業產品作為研究探討的對象，強調以新的產品設計帶給消費者全新的生活體驗與感受。相較之下B2B的企業產品，特別是客製化零組件產品，業者大多只能以改善製程生產效率、提升良率等手法來維持競爭力。印刷電路板業即為上述B2B客製化零組件產品在台灣地區的代表性產業。本研究即以我國印刷電路板業A公司軟硬複合板的開發為例，探討此種B2B企業的客製化產品之產品創新模式。 本研究由相關文獻探討，推展出以「新產品開發管理」、「製程技術開發管理」與「組織文化」此三個構面的研究架構來探討印刷電路板業在產品創新活動的關鍵因素與管理項目，採個案研究法深入訪談個案公司的高階主管，以瞭解其產品創新過程的實務作為。由個案分析與研究發現得出研究結論如下: 結論一：在B2B企業的客製化產品開發過程中，明確的產品策略，具體的產品概念，和互動良好的客戶參與，是新產品開發成功的關鍵因素。 結論二：機器設備的開發與實驗活動，對B2B製造業的製程技術開發占有關鍵地位。 結論三：有效的知識管理及技術開發人員的管理與領導，是B2B客製化產品企業之製程開發活動中重要的管理項目。 結論四：差異化的企業組織策略，創新的價值觀與高階主管對創新活動的支持，對產品技術創新的成功有正面的影響。 / Regarding product innovation, a lot of studies did focus on B2C business, try to find a way to create “new feeling” product for consumers. For B2B business, especial for customization product, most firms do effort for production efficiency increasing, yield rate improvement, and cost reduction to maintain the competition. Printed circuit board (PCB) is this kind of industry in Taiwan typically. This research bases on a PCB company (A-company) rigid-flex PCB development case, to study B2B business’s product innovation model. The three major constructs of the research framework include new product development and its management, new process development and its management, and organizational culture. This research adopts case-study method to analysis the practice actions in A-company. The research results as below: 1. Clear product strategy, solid product concept, and good customers’ join, are the key points to get new product development success. 2. Equipment development and experiment actions are very important factors for process technology development in B2B firms. 3. Well knowledge management, good R&D people management and leadership, are the important management items for process technology development in B2B firms. 4. Differentiation strategy, innovation value, and top managers’ attitude for innovation action supporting, will lead product technology innovation success.