以商品企劃七工具及約略集合分析企劃計程車新型服務

本研究以商品企劃七工具（P7）及約略集合分析作為研究方法，對於品牌計程車進行研究，提出具體的新型服務，以提升顧客滿意程度並增加搭乘意願。透過訪談調查得到受訪者提供的意見，以此為問卷架構，接著利用因素分析萃取出三項重要的因素，分別為「整體服務的形象」、「附加性服務」與「官能感受」。其後，為臺北地區四家品牌計程車進行定位分析，找尋出新型服務最適的企劃方向。而後，進行創意發想並加以評估得出最佳創意。最後，透過聯合分析與約略集合之分析找出最佳的計程車新型服務組合，兩種分析方法得到一致的結果。結果顯示，整體受測者之屬性偏好依序為：付費方式、娛樂性、聯絡費用的優惠、附加功能、舒適性。本研究之實證所得可做為計程車業者企劃新型服務時之相關參考依據，藉此提升乘客滿意度及忠誠度，以求在激烈競爭的市場中保有一席之地。

關鍵字

商品企劃七工具；計程車業者；定位分析；聯合分析；約略集合分析

並列摘要

This paper employed ”Seven Tools for New Product Planning” and ”Rough Set Analysis” methods to develop New-type Taxi Services in order to improve service qualities. Seven Tools for New Product Planning and rough set theory were applied as research methods. Our research can be divided into two phases. In the first phase, through exploratory focus group study, we developed the questionnaire, and then we conducted positioning analysis to acquire three critical factors: ”whole service imagines,” ”additional services,” and ”sensory experience.” In the second phase, we used ideas simulation and ideas selection to find out customer demands, and then conducted the questionnaire investigation again. Conjoint analysis and rough set analysis were used to find out the most desirable service attributes and levels. The results showed that the most important five characteristics selected by customers in order are ”the way of payment,” ”entertainment”,” ”the contact fee's premium,” ”additional function,” and ”comfort.” The best new-type Taxi services portfolio we got from conjoint and rough set analysis were the same. Our research findings provided useful information for Taxi industry to understand their market position and thus would facilitate the companies to plan new-type Taxi services.