【正文】 nt39。s underlying wishes and their unresolved frustrations with existing products. basic needs curve ? The achievement of 39。Excitement39。basic39。Spoken39。Unspoken39。, 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。 “Excitement” in Kano model ? 39。 ? 改進(jìn)弱勢(shì)特徵來(lái)符合以上客戶效益是很重要的並且能夠執(zhí)行 。 ? 決定何種效益與何種特徵 ， 以及開(kāi)發(fā)其他需求品質(zhì)特徵來(lái)達(dá)到潛在的效益 。 產(chǎn)品本身是沒(méi)有價(jià)值 ? 生產(chǎn)者頇促使品質(zhì)特徵能夠符合客戶效益 。 ? 例如：在飛行的途中 ， 若有魚(yú)子醬 (caviar)與香檳酒 (champagne)的服務(wù)則會(huì)非常驚喜 ， 假使沒(méi)有客戶亦不會(huì)抱怨 。 刺激性需求 ? 刺激性需求 (Exciting Requirements)：較不容易察覺(jué) 。 ? 例如：咖啡是熱的 ， 客戶不會(huì)去在意 ， 假使一旦是冷的或過(guò)燙 ， 則不滿意會(huì)發(fā)生 。 ? 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)生非常不滿意的結(jié)果 。 ? 例如：快遞是愈快愈滿意 ， 反之則愈慢愈不滿意 。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)：僅是藉由詢問(wèn)方式了解客戶之需要 。performance39。Kano39。Kano39。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)新的利益的管道是很重要的。 ? 而要是 EQ出現(xiàn)，而且落實(shí)得很完善，則能帶來(lái)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(lè)的驚歎。 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。. ? 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。 ―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。 ? 因此道理，它們常被指為「未明說(shuō)的 除非有所違背」，然而，當(dāng)違背時(shí)，它為會(huì)再成為「言說(shuō)的」，而且通常是顧客方面實(shí)質(zhì)的不滿意，顧客厭惡。 ―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」）。 ? 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(shuō)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(lái)打電話而且而且不會(huì)被額外的算帳。problems39。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 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。顧客需求 設(shè)計(jì)方法 朝陽(yáng)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。 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 b