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系統識別號 U0026-0812200910410313
論文名稱(中文) 具提高顧客忠誠度能力之產品設計策略組合初探
論文名稱(英文) A Primary Study on Strategic Combinations of Product Design that Can Enhance Customer Loyalty
校院名稱 成功大學
系所名稱(中) 工業設計學系碩博士班
系所名稱(英) Department of Industrial Design
學年度 91
學期 2
出版年 92
研究生(中文) 王聖涵
研究生(英文) Sheng-Han Wang
學號 p3690122
學位類別 碩士
語文別 中文
論文頁數 126頁
口試委員 口試委員-何明泉
指導教授-陸定邦
指導教授-陳建旭
中文關鍵字 產品設計策略  顧客忠誠度  策略網絡  設計管理 
英文關鍵字 customer loyalty  product design strategy  design management  strategic network 
學科別分類
中文摘要 義大利著名設計師Ezio Manzini指出(2001)「以往,構想追隨企業;未來,企業追隨構想」。此理想願景之達成,設計策略方面的知識運用將是其中重要關鍵。
在高度競爭之成熟產業與市場環境中,維持既有顧客比開發新顧客更為重要,產品應具備一定程度的持續吸引力、才能提高顧客忠誠度,使產品能被持續或多量採用。本研究主要目的希望發掘並彙整具提高顧客忠誠度能力之產品設計策略組合,同時並建立一研究流程模式,提供相關研究人員運用於其他類型策略研究之上。
本研究採定性方式進行,藉次級資料研究、焦點團體與深度訪談等方法蒐集相關產品個案,彙整分析各項設計策略與統合性設計策略組合,初步所得二十五項設計策略,已驗證存在者計十八項。顧客忠誠度建立可分為採用、續用與轉用階段,其中續用階段為設計策略之主要作用階段。所得設計策略中,獨特訴求為設計策略組合之核心,可搭配其他具採用或續用誘因之設計策略形成一完整設計策略組合,此外可以設計策略網絡圖方式呈現,說明各設計策略在不同作用階段與產品分類條件下之組合配對情形。
產品設計策略規劃或選用之適當與否,對於創新構想的品質高低與企業獲利的能力優劣之影響極為重大,若於產品先期規劃設計活動中善用研究所得之設計策略,對於提昇顧客忠誠度將有一定效用。
英文摘要 Ezio Manzini, a famous Italian designer and design researcher, pointed out that ”Traditionally, ideas follow companies;In the future, companies follow ideas.” In order to achieve this goal, utilizing the knowledge of design strategies will be a key.
In environments with fierce business competitions and mature industries, maintaining indigenous customers seems more important than developing new customers. Products should possess continuous, adequate attraction to enhance customer loyalty so that products can be adopted constantly or in large quantity. The main purposes of this research have two folds: One is to explore potential product design strategies, or their combinations, that can help to enhance customer loyalty; The other is to establish a research process model for concerned researchers as a basis for researches on strategies of different kinds.
Qualitative approach is adopted in this research. Through secondary information analyses, focus groups and deep interviews, concerned product cases are collected. As a result, twenty-five design strategies are gathered and eighteen of which are verified. The process for establishment of customer loyalty can be divided into three stages: initial adoption, continuous adoption, and cross adoption stages. Among which, the continuous adoption phase is most critical and focused. Among the design strategies verified, “Unique Appealing” can serve as a core to form a holistic strategic combination with other strategies. Besides, relations of the design strategies can be presented in form of a “strategic network” for illustration of the conditions that different strategies can be combined in various adoption phases and under different product categories.
Selecting or planning the right design strategies for new products is crucial to quality of developed ideas and to company profitability. Introducing appropriate strategies in early design phases in new product development works may surely help to enhance customer loyalty.
論文目次 中文摘要 ....................................i
英文摘要 ....................................ii
致 謝 ....................................iii
目 錄 ....................................iv
表 目 錄 ....................................vii
圖 目 錄 ....................................viii

第一章、緒論
第一節 研究動機 ...........................................1
第二節 研究背景 ...........................................2
第三節 研究目的 ...........................................3

第二章、文獻探討
第一節 消費者行為 ........................................5
一、消費者行為定義 .......................................5
二、消費者行為模式 .......................................6
三、購買決策影響因素 .....................................8
第二節 顧客忠誠度 ........................................9
第三節 消費者區隔與生活型態 ..............................11
一、生活型態的定義 .......................................11
二、生活型態的衡量 .......................................13
第四節 產品類型 ..........................................16
第五節 設計策略 ..........................................18
一、現有設計策略 .........................................18
二、本研究之設計策略說明 .................................20

第三章、研究方法
第一節 研究內容 ..........................................23
第二節 研究流程 ..........................................24
第三節 研究工具 ..........................................27
一、次級資料研究法 .......................................27
二、焦點團體法 ...........................................29
三、深度訪談法 ...........................................32

第四章、資料分析與結果
第一節 次級資料研究法結果與分析 ..........................35
一、次級資料研究法所得 ...................................35
二、次級資料蒐集結論 .....................................36
三、設計策略之初步彙整分類 ...............................37
四、設計策略之核心本質分析 ...............................42
第二節 焦點團體法結果與分析 ..............................43
一、焦點團體法基本資料所得 ...............................43
二、初次填寫具忠誠度之產品個案結果與分析 .................43
三、焦點團體訪談法各組所得 ...............................44
四、根據焦點團體訪談法所得選擇深度訪談對象 ...............45
第三節 深度訪談法結果與分析 ..............................46
一、深度訪談基本分析與結果說明 ...........................46
二、分析所得並與次級資料進行比對 .........................48
三、說明比對差異之可能背景原因 ...........................49
第四節 設計策略綜合說明 ..................................52
一、獨特訴求 .............................................52
二、技術典範 .............................................54
三、習慣使用 .............................................55
四、限量收藏 .............................................56
五、套裝銷售 .............................................56
六、系統相容 .............................................57
七、耗材補充 .............................................58
八、加惠會員 .............................................59
九、累積回饋 .............................................60
十、服務流程 .............................................60
十一、售後服務 ...........................................61
十二、口傳推薦 ...........................................61
十三、發送試品 ...........................................62
十四、附送試品............................................63
十五、附送贈品............................................64
十六、產品試用 ...........................................64
十七、示範教學 ...........................................65
十八、廣告宣傳 ...........................................65
第五節 統合性設計策略組合(設計策略網絡圖) ..............66
一、建構統合性設計策略流程說明 ...........................67
二、設計策略網絡圖分析結果說明 ...........................68
三、設計策略網絡圖應用模式說明 ...........................68

第五章、結論與建議
第一節 研究結論 ......................................79
第二節 建議與討論 ....................................80

第六章、參考文獻 .......................................81

附錄一 焦點團體法研究工具 ..............................88
附錄二 深度訪談法研究工具 ..............................93
附錄三 次級資料研究法所得(依資料來源分類) ............99
附錄四 焦點團體法結果一 – 個人填寫資料 ................102
附錄五 焦點團體法結果二 – 組別統計資料 ................107
附錄六 深度訪談法結果 – 設計策略分析彙整 ..............115
附錄七 統合性設計策略組合結果 ..........................120
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