【正文】 顧客需求 設(shè)計(jì)方法 朝陽科技大學(xué)工業(yè)設(shè)計(jì)系 preparing the design specification ? The stage we are at in the design process preparing the design specification establishes specific targets for the new product. ? Factors which are included in the design specification will, hopefully, be delivered to the customer, whereas those which are omitted or overlooked probably will not. ? It is, therefore, vitally important to get the design specification right in order to make sure that the new product is right. ? But, what does it mean to say that the product is right? ? We have seen what it means to get the product right for the pany. market orientation ? But we have also seen in Chapter 2 that getting the product right for the pany only increases the product39。s chances of mercial success by a factor of . ? Getting the product39。s market orientation right increases its chances of mercial success by a factor of 5. ? Market orientation has been considered so far in terms of peting product analysis and preliminary market research to identify the best product opportunity. ? Now we must focus more closely on market orientation to determine the specific qualities of the product we need to deliver. ? 到底為何有些產(chǎn)品和服務(wù)具有刺激顧客的特徵？ ? 而亦有那麼多連基本需求都達(dá)不到？ ? 是什麼東西把取悅的特質(zhì)與厭惡的特質(zhì)區(qū)別開來？ ? 設(shè)計(jì)師如何可能而以可靠及顧客導(dǎo)向的方式，預(yù)測出能將組成置放在競爭者之前面的產(chǎn)品或服務(wù)的特質(zhì)？ ? 組織的有限資源應(yīng)當(dāng)集中在何處？以能最大化其影響，QFD與創(chuàng)造力一齊運(yùn)作起來以回答某些如此之問題， ? 我們所謂的創(chuàng)造力，亦即對於顧客之需求與顧客所欲望的利益的創(chuàng)新性和突破性的答案。 Product quality ? Product quality means many different things to different people. ? An engineer thinks of quality in terms of fitness for purpose and builds quality into a product by ensuring that the conditions under which that product fails exceed its specified range of operating conditions. ? A production manager thinks of quality in terms of how easily the product can be manufactured to specification and measures quality by the proportion of products meeting quality standards through routine procedures. ? A service engineer thinks of quality in terms of the length of the product39。s maintenance free operating life and the cost or difficulty of maintaining the product when it does break down. ? These are all vital ingredients of a successful product and, as we shall see, have to be considered when specifying the quality standards which the new product must meet. Simple model of quality ? The starting point for considering product quality, however, must be more general than this. ? The most important determinant of quality for a new product is the customer39。s perception of its quality. ? The simplest way to think of this is shown in graph A of Figure . ? The more a product achieves its intended qualities, the more we would expect customers to be satisfied. Refined model of quality ? Unfortunately, customer satisfaction is not as simple as that. ? Failure to achieve certain qualities in a new product (such as the products primary function) will not just lead to low levels of satisfaction, as graph A predicts. ? It is likely that customers will have noticeable feelings of dissatisfaction. ? This is represented in graph B, where the origin represents no quality 39。problems39。 in the product giving rise to neutral feelings of satisfaction in customers. 效用品質(zhì)（ PQ） ? 三個(gè)品質(zhì)樣態(tài)的第一種是效用品質(zhì)（ PQ），表徵由自顧客所說出或口語化的願望，這些願望可以經(jīng)由譬如電話調(diào)查和回函調(diào)查的常態(tài)市場研究活動而獲得，譬如，對汽車進(jìn)行調(diào)查，顧客可能會要求一輛快速的車子或者一輛經(jīng)濟(jì)型的車子，一個(gè)長途旅形時(shí)很舒適的車輛或者能夠運(yùn)載大家庭成員和他們之所有的行李的車輛。 ? 或者，如果進(jìn)行關(guān)於旅社的調(diào)查，同樣的顧客可能指示說他喜歡不用排隊(duì)等待而能快速的退房，而且希望能夠從其房間，使用他所喜好的電話信用卡，來打電話而且而且不會被額外的算帳。 ? 要是一個(gè)組織沒認(rèn)知、瞭解或傳達(dá)這些 PQ特質(zhì)，顧客將會非常的不滿意或厭惡；而要是組織確實(shí)傳達(dá)這些特質(zhì)，顧客將會非常滿意並高興。 ―basic‖ aspects of quality ? Even this does not give a detailed enough picture of product quality because not all customer expectations carry the same weight. ? Customers have certain basic expectations of a product, many of which they may not even be aware of. ? Failure to achieve these basic qualities will give rise to great dissatisfaction but, because they are unspoken, achieving them does not give rise to any positive feelings of satisfaction. ? When buying a new car, for example, customers have the basic, unspoken expectation that the car will have wheels. ? Finding that the car does not have wheels will cause great dissatisfaction but no satisfaction will be achieved by the presence of wheels. ? These basic expectations of quality are expressed in graph C. 基本品質(zhì) ? 顧客需求的第二類型被稱為「基本品質(zhì)」，意指顧客通常不會談?wù)摷盎蛳肴ヒ蟮囊螅ā肝蚁胍粋€(gè)駕駛起來安全）或「你旅舍的廁所有沒有衛(wèi)生紙」）。 ? 這是因?yàn)橛蛇^去的經(jīng)驗(yàn)，他們假設(shè)那些需求將會達(dá)到，基本品質(zhì)需求就是大家皆期待會出現(xiàn)的事物，因此，顧客將不會表達(dá)出需求。 ? 因此道理，它們常被指為「未明說的 除非有所違背」，然而，當(dāng)違背時(shí)，它為會再成為「言說的」，而且通常是顧客方面實(shí)質(zhì)的不滿意，顧客厭惡。 ? 要是 BQ顯現(xiàn)，顧客不是中性無意見就是漠不關(guān)心，他們將不因而歡悅。 ―excitement‖ aspects of quality ? At the other extreme there are product qualities, called excitement factors, which give rise to a great deal of satisfaction when they are achieved but their absence causes no dissatisfaction (graph D). ? The first Sony Walkman contained a number of these excitement factors. ? Achieving such excellent sound quality from a product which slipped inside your pocket gave rise to customer 39。delight39。. ? Before the introduction of the Walkman, however, customers would not have expressed dissatisfaction about the fact that music players did not fit into their pockets. ? This is because the desire for excitement factors is, like the desire for basic factors, unspoken. ? The achievement of these excitement factors is said to satisfy 39。latent39。 customer needs. 振奮品質(zhì) (EQ) ? 顧客需求的第三類型是振奮品質(zhì) (EQ)，這類型的品質(zhì)是奇特的，因?yàn)樗肝幢徽f出」，顧客亦未期望。 ? 如果 EQ未現(xiàn)，顧客因?yàn)槲雌谕粫粷M意。 ? 而要是 EQ出現(xiàn)，而且落實(shí)得很完善，則能帶來相富高層度的顧客滿意度， ? 振奮品質(zhì)亦可被描述成為顧客喜悅「 WOWs」或者為歡樂的驚歎。 辨認(rèn) EQ機(jī)會 ? 現(xiàn)在這些特色是那麼的基本，甚至不會被提及，因此，組織必須追尋一個(gè)收集、分析和解釋 EQ機(jī)會的不會終止和穩(wěn)定的程序，因?yàn)?EQ項(xiàng)目會演變成 PQ， PQ會變成 BQ，組織心需要創(chuàng)造一個(gè)環(huán)境，以之能經(jīng)常地在他們的產(chǎn)品、服務(wù)之上發(fā)展和施行新／高階的 EQ。組織保持充滿著，以所設(shè)計(jì)的特色和機(jī)能，而造就出的新鮮和創(chuàng)新的利益的管道是