以混合多評準決策模式訂定車用導航裝置產品發展策略

Abstract

近年來市售應用全球定位系統(Global Positioning System, GPS)科技的車用導航裝置產品(Vehicle Navigation Device, VND)已快速崛起，目前除了車用的嵌入式導航裝置(Embedded Navigatin Device, END)及可攜式導航裝置(Personal Navigatin Device, PND)外，GPS技術也逐漸整合到PDA與智慧型手機上，使得消費者選擇更加多元化。不過在眾多的選擇中，應該提供哪些功能與服務才能滿足消費者的需求?而究竟是哪些因素驅動著消費者的購買決策?這些都將影響到未來車用導航裝置的顧客滿意度與市場需求。故本研究認為在車用導航裝置導入市場之際，廠商必須先瞭解使用者對導航裝置的需求與期待，進而找出消費者的使用需求，才能在眾多的車用導航裝置中發展出能滿足顧客的產品。本研究透過文獻探討與專家訪談建構車用導航裝置功能/服務價值創造的評選準則，藉以找出消費者對於車用導航裝置的需求及所重視的準則，其準則結構關係採用解釋結構模式(Interpretive Structural Modeling, ISM)模式，權重關係建構為利用層級網路分析(Analytic Network Process, ANP)來計算準則權重，並以VIKOR模式運用市售的車用導航裝置產品進行實證分析，找出目前功能/服務水準與顧客理想解的距離，建立車用導航裝置滿意度指標(效益滿意度指標, BSI與價格滿意度指標, PSI)，進而找出各產品的市場競爭定位及產品發展策略。本研究欲整合多評準決策技法(Multiple Criteria Decision Making, MCDM)來建構車用導航裝置的產品發展評估模式，研究能讓導航裝置廠商瞭解目前產品的市場競爭定位，進而找出可行的產品改善方案或未來產品規劃與設計的發展策略，市場新進入者亦可瞭解目前市場上各車用導航裝置的產品競爭態勢及消費者需求，決定要發展的車用導航裝置及進入的市場區塊，廠商可因此掌握及滿足顧客的需求，進而發展成顧客心中最佳的導航裝置解決方案。

In recently years, there are more and more Global Positioning System (GPS)-applied Vehicle Navigation Device (VND) products emerged. Besides Embedded Navigatin Device (END) and Personal Navigatin Device (PND), GPS is now applied and integrated to portable devices such as PDA and smart phone. Thus, there are many alternatives for consumers to purchase. This research would like to discuss the services/utilities of GPS-applied products, and to decide key inducement factors driving users to buy the products. Those key factors would not only affect the satisfaction but also the demand of future vehicle navigation devices market. It is strong recommended that VND producers should review their product competitive position, survey the consumer’s demand and expectation of desired VND in advance, clarify the consumer’s requirement of various services/utilities, segment the market and develop the niche VND to meet customers’ needs and expectation. The value evaluation criteria of the services/utilities of VND are constructed via reviewing papers, and consulting the experts to extract the key value-added indicator of VND. In this paper, a mapping evaluation model of VND is proposed to construct the indicator of competitive position of VND market. The Interpretive Structural Modeling (ISM) method is used to construct the relationship between each criterion. The Analytic Network Process (ANP) methos is applied to calculate the weighting of each criterion. Those existing VNDs in Taiwan are sampled to illustrate the gap between the consumer’s aspired/desired services/utilities with respect to services/utilities of the existing/developing VNDs by VIKOR (VlseKriterijumska Optimizacija I Kompromisno Resenje in Serbian, means Multicriteria Optimization and Compromise Solution) method. Furthermore, the satisfaction index (both the Benefit Satisfaction Index, BSI and Price Satisfaction Index, PSI) of VND would be gained and be applied to map the competitive poison and conduct product development strategies. This paper would like to build a mapping and product development evaluation model for vehicle navigation devices using hybrid Multiple Criteria Decision Making (MCDM) techniques. The proposed mapping evaluation and product development model could help VND producers to figure out the competitive position of their products and conclusions could be served as a reference for VND producers to improve these existing functions or planning further services/utilities in developing next generation VND. Newcomers could apply the model to identify the existing competitive position of commercial VNDs and the constomers’ needs, and determine the target market and the proposed VND. The ultimate goal is to afford the best VND solution based on customers’ needs.