結合顧客聲音與設計者聲音於3D列印之市場區隔與產品評估過程

Abstract

製造數位化與積層製造的快速成型技術使得3D列印得以成為客製化生產中非常受歡迎的產品，不管是在價格高昂的專業領域上使用或親民價的初學者入門款。今日3D列表機的軟、硬體變得更加聰明且具更強大的功能幫助製造者在設計上滿足新穎卻便宜的概念。隨著第三次工業革命的到來，3D列印開啟了一個嶄新且大量客製化的時代，促使社群或個人可以在任何地方生產自己的產品。不同於過往任何的產品是來自於工廠的製造，3D列印即將顛覆傳統買家的思維，使得消費者即是自造者。綜觀現今研究著重在技術成熟與材料應用研究，尚未涉及市場區隔與產品評估，本研究為了協助3D列印製造者在充滿無窮商機的時點可以贏得更多的市場機會，故提出一個融合多元尺度(MDS)、對應分析(CJA)與聯合分析(CPA)為基礎的品質機能展開(QFD)的研究架構，強調在新產品開發過程(NPD)中使用者參與的重要性，冀盼達到以下之目的: (1) 連結顧客聲音與設計聲音，(2) 區隔特定的利基市場以利市場規劃，(3) 結合使用者喜好的顧客聲音與使用者概念的設計聲音於產品客製、產品規格以及產品評估之決策過程。更重要的是，本研究之研究架構與立論基礎實際驗證於一3D列印台灣製造者，透過收集台灣市場顧客聲音與產業設計者聲音協助此個案權衡了簡化生產複雜性但同時亦尋找最佳的產品組合。

3D printing has become a popular technology for customized production because of rapid advances in manufacturing digitalization and additive manufacturing. Today, 3D printing hardware and software are becoming smarter and more powerful and allow the design of novel but cheaper product concepts. Follow the wave of the third industry revolution, 3D printing presages a new era of mass customization that will allow communities or individuals to produce their own goods anywhere. Unlike any anterior products which are made at factories 3D printing is going to overthrow the conventional customer retention to make the consumer become the maker. Contemporary researches merely focus on 3D printing technology’s maturity or material adoptions, not yet putting interests on market partitioning and product evaluation. In order to help 3D-printing manufacturers better capture oceanic market opportunities, a QFD (quality function deployment) based framework combining MDS (multi-dimensional scaling), CJA (Conjoint Analysis), and CPA (Correspondence Analysis) is proposed to achieve the following goals: (1) to map the voice of the customer (VOC) with the voice of the designer (VOD), (2) to partition the whole market into ah-hoc niche segments for the purpose of market planning, (3) to incorporate user preferences for VOC and user perceptions for VOD into the decision-making process for product customization, product configuration and product evaluation. In order to validate the proposed approach, questionnaires were designed to collect the VOC and VOD in Taiwan market, an industrial case study for 3D printing is demonstrated to identify the optimal product varieties that allow control of manufacturing complexity.