【正文】 al 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(kāi)來(lái)？ ? 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(cè)出能將組成置放在競(jìng)爭(zhēng)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(lái)以回答某些如此之問(wèn)題， ? 我們所謂的創(chuàng)造力，亦即對(duì)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。problems39。 ―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(lèi)型被稱(chēng)為「基本品質(zhì)」，意指顧客通常不會(huì)談?wù)摷盎蛳肴ヒ蟮囊螅ā肝蚁胍粋€(gè)駕駛起來(lái)安全）或「你旅舍的廁所有沒(méi)有衛(wèi)生紙」）。 ―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。 customer needs. 振奮品質(zhì) (EQ) ? 顧客需求的第三類(lèi)型是振奮品質(zhì) (EQ)，這類(lèi)型的品質(zhì)是奇特的，因?yàn)樗肝幢徽f(shuō)出」，顧客亦未期望。組織保持充滿(mǎn)著，以所設(shè)計(jì)的特色和機(jī)能，而造就出的新鮮和創(chuàng)新的利益的管道是很重要的。Kano39。s perception of quality varies in direct proportion to the degree to which the maximum or ideal performance of the product is achieved. ? The ideal car, for example, might be one with a stylish appearance, fast acceleration, good handling, low fuel consumption, minimum maintenance, dual airbags, central locking, electric windows, CD player, radio and mobile phone. ? A car with all of these features, as standard, would cause great customer satisfaction. A car with none of them would cause dissatisfaction. Dr. Kano Model 一般需求 ? 一般需求 (Normal Requirements)：僅是藉由詢(xún)問(wèn)方式了解客戶(hù)之需要 。 ? 此需求為基本的期望 ， 一旦產(chǎn)品或服務(wù)欠缺 ， 則導(dǎo)致失去其價(jià)值 ， 會(huì)產(chǎn)生非常不滿(mǎn)意的結(jié)果 。 刺激性需求 ? 刺激性需求 (Exciting Requirements)：較不容易察覺(jué) 。 產(chǎn)品本身是沒(méi)有價(jià)值 ? 生產(chǎn)者頇促使品質(zhì)特徵能夠符合客戶(hù)效益 。 ? 改進(jìn)弱勢(shì)特徵來(lái)符合以上客戶(hù)效益是很重要的並且能夠執(zhí)行 。, latent customer needs and wishes unprecedented in peting products. ? Satisfying genuine needs, they are not just gimmicks. ? Extrapolated from market research aimed at understanding of customer39。Spoken39。Excitement39。excitement39。. ? By the mid 196039。excite39。 ? 興奮 Excitement因素可由為了瞭解消費(fèi)者真正慾求和對(duì)現(xiàn)行產(chǎn)品的抱怨的市場(chǎng)研究而得。 產(chǎn)品價(jià)值 ? 因此，創(chuàng)造產(chǎn)品的品質(zhì)，乃是在達(dá)成和超越消費(fèi)者期望之間達(dá)成平衡。 product opportunity ? A product opportunity is a mismatch between the needs of customers and the offerings of peting products. ? The description of that product opportunity is, and always should be, phrased in terms that customers would understand and that they themselves might use. ? The new product should be cheaper, have more features, look more attractive or do things that no other product currently does. peting product analysis ? It is usual to start analyzing peting products before researching markets. ? This can give the subsequent market research a nuch clearer focus and allow more structured and meaningful questions to be asked to potential customers. ? To describe the variety of ways existing products will pete with the proposed new products. ? To identify or evaluate opportunity for innovations. ? To set targets which the new product must meet in order to pete effectively. 資料來(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 170 設(shè)計(jì)方法研究室 2022 problems of peting product analysis 1. Deciding what constitutes a peting product. 2. Establishing what characteristics of peting products to study. 3. Deciding what criteria to use to set targets for the new product. 資料來(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 171 設(shè)計(jì)方法研究室 2022 1. what constitutes a peting product ? Deciding what constitutes a peting product is not be as straightforward as it might seem ? A Rolls Royce, for example, may safely be concluded not to pete with a pact, economy car. 資料來(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 171 設(shè)計(jì)方法研究室 2022 where to draw the line ? where to draw the line on peting products should be firmly based on market forces. ? The choices customers face when making a purchasing decision will obviously depend upon the range of products stocked in the target sales outlets for your proposed new product. ? These ?stocked‘ petitors must, therefore, be the focus for all peting products analysis. 資料來(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 171 設(shè)計(jì)方法研究室 2022 for characteristics ? Judgment is also needed in deciding what characteristics of peting products to study. ? What you want to know about peting products obviously depends upon how you see these products peting with your proposed new product. ? If the pany‘s strategy is to produce basic, l