【正文】 ow price products, then the price of peting products and the design factors which determine their cost of manufacture will be of greatest importance. 資料來源： Baxtor， 1995，產(chǎn)品設(shè)計與開發(fā)，張建成譯 p. 171 設(shè)計方法研究室 2022 3. Setting targets ? Setting targets, as described earlier, is the main aim of product planning. ? In preparing an opportunity specification, the type of targets you need to set are those of relevance to the business performance of the proposed new product. ? These generally amount to price and measures of product value 資料來源： Baxtor， 1995，產(chǎn)品設(shè)計與開發(fā)，張建成譯 p. 171 設(shè)計方法研究室 2022 peting product analysis ? Product planning begins with a peting product analysis. ? A major problem is encountered, immediately. ? The pany‘s current range of 19 products covers 15 different types of product. ? A preliminary review reveals that over 450 products could be considered to be peting products. ? To analyse them all could take months. 資料來源： Baxtor， 1995，產(chǎn)品設(shè)計與開發(fā)，張建成譯 p. 180 設(shè)計方法研究室 2022 peting product analysis ? The steering group makes the decision to continue with a preliminary review to try to identify how to go about developing quality, innovative and valueformoney products. ? The 450 products are categorized in terms of how innovative they are (or would appear to be to customers), how good they appear in terms of value for money and how good they appear in terms of product quality. 資料來源： Baxtor， 1995，產(chǎn)品設(shè)計與開發(fā)，張建成譯 p. 180 設(shè)計方法研究室 2022 peting product analysis ? The top products in each category are then analyzed in more detail to see what, if any, features they have in mon and what generalizations can be made about the products judged highly. ? A short list of 100 products is drawn up by the design team and a sample of each product is purchased. ? Four nontechnical staff are asked to be the judges。wish lists39。 perceptions and buying behaviour in the relevant market sector). evidence of market need ? It is essential to have a structured and well thought out approach to the questions to be asked and the analysis of consumer reactions. ? It provides evidence of market need (or its absence) from which you can critically evaluate the viability of a new product proposal. The planning of market needs research ? Firstly, the research requirements are established, partly based on existing beliefs about market need but particularly focused on the critical areas of uncertainty upon which the success of the new product depends. ? Next, the research methodology is established, describing the category(s) of research to be used (. qualitative or quantitative) and what questions are asked. ? Then sampling is decided, identifying the target market sector (age, socioeconomic status, geographical distribution etc.) and the sample size. ? Measurement methods determine, how the questions are to be asked (. facetoface or telephone) and data analysis lays down how the collected data will be processed. ? The final planning stage, is to decide how the results are to be interpreted and translated into decisions Research objectives ? The most important starting point is the decision about what market information is needed. ? The issues requiring research will be: 1. those upon which the success of the product most critically depends and 2. those over which there is greatest uncertainty. ? Since the purpose of market research is to allow business decisions to be made the research objectives must be described in ways which will inform, support or refute these business decisions. Research methods ? Having identified the market research requirements, the next stage is to decide what type of research will be best suited to satisfying them. ? Qualitative research can give coverage of a wide breadth of issues and can study indepth consumer39。 what proportion of the market perceive a particular market need? ? what percentage would pay extra for added features and how much extra? ? For large product development projects, both types of market research will be used. ? Qualitative research will explore the perceptions and needs of customers and ? focus in on specific questions to be answered by quantitative research. People issues ? Both qualitative and quantitative market need research is about interviewing people. ? Selecting these people is a key part of the market research process and is worth spending time and effort to get right. ? In general terms, subjects must represent the range of consumers which you intend to target with the new product. ? If the target market is not well understood, the selection of subjects must initially cover a wide range of market segments and focus progressively narrower as the research proceeds. 鑑定顧客需求 此步驟是列出顧客之需求項目 (亦稱顧客需求要素 (Customer Attributes， CA)或 要求品質(zhì) )。 鑑定顧客需求 顧客需求之情報來自不同之來源：市場研究數(shù)據(jù) 、 銷售部門 、 雜誌和特別的顧客意見調(diào)查 。 親和圖 ? 親和圖原理即如梳辧子原理一般 。 ? 將複合需求 (pound needs) 改為更明確的需求。 3. 把卡片混合打亂順序 。 7. 對卡片標(biāo)籤再親 和 分組 。 應(yīng)用條件 1. 必頇解決的問題 。 ? 建立主要標(biāo)題 (heading)，代表主要的顧客需求。 ? 顧客需求或期望具有 動態(tài) 性質(zhì)，顧客需求通常也不容易以言語表述。 Kano Model Kano Model可分析下列問題： ?並非所有的顧客需求都同等重要。 ? 魅力的品質(zhì) (Attractive Qualities, delighters) 做的不好顧客也不會抱怨，但是做得好顧客會非常的滿意，因為您的服務(wù)特別。 ? 對不同需求的滿足，產(chǎn)生不同的影響！ ? 線性關(guān)係：一維品質(zhì)。 ?例如使用者期望電腦系統(tǒng)有 %的時間正常運作，即使電腦系統(tǒng)正常運作的時間增加，使用者也不會特別滿意。例如：系統(tǒng)的反應(yīng)時間，汽車每公升之里程數(shù)。 顧客需求 的類型案例 理所當(dāng)然的品質(zhì) (基本需求 ) ? 進(jìn)入旅館房間，浴室內(nèi)放著一捲衛(wèi)生紙，即使放著 10捲衛(wèi)生紙，你也不會特別高興。另一方面，魅力品質(zhì)不存在時，顧客滿意度仍可維持在一固定水準(zhǔn)。 顧客需求 的類型 ? 一維的品質(zhì) 2斜線代表隨著產(chǎn)品／服務(wù)之提昇 (降低 )，顧客之滿意程度也隨著線性的提昇 (下降