整合Kano模式與聯合分析於偏好區隔及產品設計

Abstract

全球智慧型手機產業正快速的成長，可以說成為未來手機發展的趨勢。估計去年2011年全球智慧型手機總出貨量達到4.72億支，而全臺灣有將近300萬人持有智慧型手機，由此可見智慧型手機市場的潛力相當可觀。因此，基於智慧型手機逐漸萌芽且快速發展，不論是從消費者購買意願、顧客滿意度、品牌忠誠度等相關議題都逐漸受到研究者所探討，但智慧型手機介面及產品設計卻多數以廠商的角度來設計。 有鑑於此，本文希望透過分析消費者對智慧型手機屬性的偏好來設計，藉此獲得(1)那些屬性可以有效區隔市場(2)以不同區隔來產生設計概念(3)合適的目標行銷策略。本文將手機區分為核心與選配屬性，利用聯合分析獲得核心屬性的消費者偏好值，搭配Kano方法獲得選配屬性的消費者滿意程度，以區隔消費者並擬定各區隔之目標行銷策略與最佳化產品設計來提供廠商做產品線管理。 由問卷的結果，本文所使用方法將消費者命名為四類，依序為商務需求族群、多功能需求族群、娛樂需求族群、實用需求族群。整體而言，設計者可以依據所選定的市場區隔發展多市場經營或是單一市場經營方式並推出合適的產品。

In year 2011, there are around 472 million smart phone shipments worldwide, even in a very small market Taiwan it has reached 3 million users significantly. Smart phone, which is supposed to be the leading option in the mobile phone market sales volume has rapidly grown in late years, in another word, this market contents a great potential with benefit for smart phone makers. Its current growing stage of product life cycle, which usually grants dramatically business expansion attracts academic researchers exert themselves on diverse topics, such as consumers’ willing-to-pay, customer satisfaction, brand loyalty, etc. However, mostly academic outputs, which concern about user interface or product design is from the point of makers’ view rather customer’s voice. Accordingly, this study attempts to utilize customer preference-based market segmentation to achieve product design, such as: (1) what product attributes distinguish market segmentation, (2) concept of design based on the market segmentation, (3) providing target market strategy. For defining the attributes, first of all, the attributes are divided into critical attributes or optional attributes while designing a smart phone, secondly critical attributes are valued regarding to the customer preference by using the Conjoint Analysis, and finally Kano model is used to elicit customer delight/disgust of optional attributes. Based on the result of the questionnaire, it is classified into four groups: (1) commercial segment, (2) multi-functional segment, (3) entertaining segment, and (4) practical segment. According to those four distinguished segments, the smart phone makers then can easily define and make right product to meet what segment what customer’s wish.