多功能產品策略之研究－以長途旅行乘客之需求為例

Research on multi-functional product strategy- the needs of long-distance vehicle travelers

10.29893/NCUTMAN.201811.0028

施錦郎(Chin-Lan Shih)；黃恩理(En-Li Huang)；黃俊明(Jiung-Ming Huang)；黃嘉彥(Jia-Yen Huang)

Kano ； 專利分析 ； 多功能 ； 產品策略 ； Kano ； Patent analysis ； Multiple functions ； Product strategy

管理學術研討會

第十六屆（2018 / 11 / 01）

165 - 175

繁體中文

隨著工業發展與時代的演進，產品製造商不僅需要不斷推出創意性產品，更要掌握機先、了解消費者需求，並快速推出滿足消費者需求的產品。近年來國際社會經濟提升，鐵、公路與機場的建設，縮短了城市之間的距離；加上資訊發達、網路普與購票便捷，使得長途旅行、出國旅遊成為現代人生活與工作重要的一環。為因應長途旅行的龐大市場契機，本研究探討長途旅行者搭乘交通工具時的基本需求，並希望設計出符合功能性、實用性、舒適度、經濟性與攜帶性的個人長途旅行多功能產品。首先，本研究藉由專家會議與Kano二維品質分析法，找出長途乘車者希望提供或改善的功能需求。接著，針對已決定的多功能產品，實施專利檢索與分析，歸納出現有相關專利的技術與功效矩陣圖，並經由專利功能比較與技術評估，提出滿足長途旅行乘客的使用需求，並且具備專利新穎性的多功能產品策略。

In response to the huge market opportunities for long-distance travel, this study explored basic needs of long-distance vehicle travelers, and proposed selection of functions and their technical strategies to the multi-purpose products under the considerations of functional, practical, comfortable, economical and portable requirements. First of all, an experts meeting and Kano quality analysis were given to find out the functional requirements of the long-distance vehicle travelers. Next, according to the functional requirements, patent search and analysis were given to sum up the technologies vs. functions map from the relevant patents. And through functions comparison and technologies evaluation, a strategy for multi-function product was finely proposed to meet the needs for the long-distance travel passengers.