【文章內(nèi)容簡(jiǎn)介】 ath that baseline will give rise to customer dissatisfaction. ? This baseline is determined by the basic, unspoken expectations of customers (cars must have wheels) and a certain expectation of product performance. ? Adding value above that baseline partly involves achieving higher levels of performance than are found in peting products. ? The other part is to 39。excite39。 customers with product qualities beyond their expectations. ? Good product planning incorporates basic, performance and excitement factors into the design specification and aims for customer delight by achieving them all. 競(jìng)爭(zhēng)產(chǎn)品分析 amp。市場(chǎng)研究 ? 隱而不見(jiàn)的產(chǎn)品品質(zhì)決定因素 (基本需求和興奮因素 )很難由市場(chǎng)研究加以發(fā)現(xiàn)。 ? 確認(rèn) Basic基本品質(zhì)因素的最好方法是透過(guò) 競(jìng)爭(zhēng)產(chǎn)品分析。 ? 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。 ? 達(dá)成消費(fèi)者滿意度的基本 basic因素是成功商品的先決條件 ? 一旦這些基本 Basic需求被滿足之後，我們便很難再進(jìn)一步 發(fā)展些需求。 興奮 ?機(jī)能 ?基本 ? 決定消費(fèi)者滿意度的興奮因素卻沒(méi)有這種拖著尾巴的現(xiàn)象 ? 興奮因素達(dá)到越多，消費(fèi)者越能有歡心的感受 ? 機(jī)能因素的達(dá)成可以增加消費(fèi)者的滿意度，但是程度不如 興奮因素那麼明顯。 ? 經(jīng)過(guò)一定時(shí)間後，原本屬於興奮因素的項(xiàng)目會(huì)轉(zhuǎn)變成機(jī)能 因素，最後變成基本需求。 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。 ? 消費(fèi)者對(duì)新產(chǎn)品價(jià)值的觀點(diǎn)來(lái)自於兩個(gè)階段。 ? 首先，每一個(gè)產(chǎn)品都有一基準(zhǔn)價(jià)值底線，產(chǎn)品品質(zhì)低於此一基本價(jià)值底限時(shí)，將會(huì)導(dǎo)致消費(fèi)者的不滿意。 ? 此一基準(zhǔn)價(jià)值底限是由隱而不見(jiàn)的基本期望 (車子必須要有輪子 )和某些機(jī)能因素的期望所決定。 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, low 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(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 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(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 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(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 180 設(shè)計(jì)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(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 180 設(shè)計(jì)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 purchase