【正文】 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(huì)特別高興。另一方面，魅力品質(zhì)不存在時(shí)，顧客滿意度仍可維持在一固定水準(zhǔn)。例如：系統(tǒng)的反應(yīng)時(shí)間，汽車每公升之里程數(shù)。 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 )。 ?例如使用者期望電腦系統(tǒng)有 %的時(shí)間正常運(yùn)作，即使電腦系統(tǒng)正常運(yùn)作的時(shí)間增加，使用者也不會(huì)特別滿意。 顧客需求 的類型 ? 理所當(dāng)然的品質(zhì) (基本需求 ) 由 1曲線可看出，當(dāng)產(chǎn)品／服務(wù)完全作用時(shí) (向右 )，顧客的滿意程度也會(huì)到達(dá)一個(gè)極限。 ? 對(duì)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)。 ? 各種需求的滿足，對(duì)顧客滿意的影響性並不相同。 ? 魅力的品質(zhì) (Attractive Qualities, delighters) 做的不好顧客也不會(huì)抱怨，但是做得好顧客會(huì)非常的滿意，因?yàn)槟姆?wù)特別。 ?分析達(dá)成顧客期望的程度。 Kano Model Kano Model可分析下列問(wèn)題： ?並非所有的顧客需求都同等重要。 鑑定顧客需求 ? 當(dāng)顧客需求不易以言語(yǔ)表述時(shí)，必頇考慮以其他方式取得顧客需求，例如：實(shí)務(wù)經(jīng)驗(yàn)、調(diào)查、深度訪談等。 ? 顧客需求或期望具有 動(dòng)態(tài) 性質(zhì)，顧客需求通常也不容易以言語(yǔ)表述。 有專業(yè)知識(shí) 主動(dòng) 了解顧客 之事業(yè) 提供財(cái)務(wù)上 之建議 了解顧客之 財(cái)務(wù)狀況 關(guān)心顧客 有問(wèn)題時(shí) 通知顧客 提供諮詢 關(guān)心顧客 之事業(yè) 鑑定顧客需求 ? 在鑑定顧客需求前，必頇先了解有哪些顧客 (顧客是誰(shuí)？ )。 ? 建立主要標(biāo)題 (heading)，代表主要的顧客需求。 3. 有時(shí)間去解決的問(wèn)題 。 應(yīng)用條件 1. 必頇解決的問(wèn)題 。 9. 製圖發(fā)表 。 7. 對(duì)卡片標(biāo)籤再親 和 分組 。 5. 找出一張能代表該組內(nèi)容的主卡片 。 3. 把卡片混合打亂順序 。 親 和 圖應(yīng)用程序 1. 用廣義的術(shù)語(yǔ)說(shuō)明將要研究的主題 。 ? 將複合需求 (pound needs) 改為更明確的需求。 ? 親和圖圖形表示如樹(shù)狀圖 。 親和圖 ? 親和圖原理即如梳辧子原理一般 。 ? 顧客心聲或需求是品質(zhì)機(jī)能展開(kāi)之主要輸入。 鑑定顧客需求 顧客需求之情報(bào)來(lái)自不同之來(lái)源：市場(chǎng)研究數(shù)據(jù) 、 銷售部門(mén) 、 雜誌和特別的顧客意見(jiàn)調(diào)查 。 顧客之需求係指顧客以自己的文字對(duì)於需求所作的陳述 。 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(xiàng)目 (亦稱顧客需求要素 (Customer Attributes， CA)或 要求品質(zhì) )。snapshot39。 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。s judgements and opinions on their needs and how these needs are satisfied by current products. ? Quantitative research, on the other hand, is more specific, more precise and a more quantified estimate of how customers are likely to respond to a proposed new product. ? Often, both types of research will be conducted, one after the other. ? Qualitative research identifies the main features of customer needs and expectations and ? quantitative research explores these in greater depth to allow sales projections to be calculated and market positioning of the new product to be finalised. what type of questions you should ask ? The more freedom you have to design your new product in radically different ways from existing products, the more you have to ask basic questions to discover the underlying needs of customers. ? The more constrained you are to designing a product which functions in similar ways to existing products the more specific your questions. You simply need to know what they think about what is already on offer. ? Akio Morito39。wish lists39。 ? 根據(jù)經(jīng)銷商的看法，被認(rèn)為即有創(chuàng)新又品質(zhì)良好的產(chǎn)品都賣得很好 (其中有兩項(xiàng)是同一類型產(chǎn)品中最暢銷產(chǎn)品 ) ? 「值回票價(jià)」的產(chǎn)品各價(jià)位皆有 資料來(lái)源： Baxtor， 1995，產(chǎn)品設(shè)計(jì)與開(kāi)發(fā)，張建成譯 p. 183 設(shè)計(jì)方法研究室 2022 競(jìng)爭(zhēng)產(chǎn)品分析， Conclusion ? Confirmation of corporate objective to move upmarket into quality, innovative products (which are still perceived by customers to be good value for money). ? Pricing policy decision — An innovative, high quality new product should be priced around the 90th percentile of the product price range. 資料來(lái)源： Baxtor， 1