建立行銷、研發與製造屬性之整合性架構-以筆記型電腦為例

Building an framework which integrate the marketing attributes、research and development attributes and manufacture attributes：The Case of Notebook

林鴻昇(Hung-Sheng Lin)

指導教授 ： 湯玲郎

元智大學/管理學院/企業管理學系/碩士(2004年)

摘要

隨著消費者對於產品需求日趨多元，以往以商務為主的筆記型電腦產品逐步朝向多樣化設計，因此成為國內筆記型電腦代工廠商(OEM/ODM) 透過發展自有品牌轉型成為OBM（Own Branding & Manufacturing）的機會之窗，並建立起新商業模式及擴展商業利益。
過去相關文獻強調以顧客需求為導向的產品設計概念之中，最常應用方法為品質機能展開( Quality Function Deployment, QFD)。QFD是一種確保顧客需求都能被滿足且依序轉換到產品設計及發展階段的結構化方法論，並進一步達成增加顧客滿意度及減少開發時間的目的，但是QFD有其侷限性存在，例如：
1.QFD對於新產品開發後端的研發與製造的可能問題點未能進行事先
評估及整合。
2.專家進行評估過程中，意見表達上可能隱含模糊或不明確。
因此，本研究主要目的為建立整合行銷屬性(市場顧客需求評估)、研發屬性與製造屬性（產品開發規格可能產生問題點評估）的新產品開發之規格評估架構及評估流程，讓透過腦力激盪所產生之各開發規格，得以在進入產品原型實際試作階段前，發掘出最佳化產品開發規格，並使組織資源分配達到最佳化。
透過本研究所建構之兩階段新產品開發規格評估架構，首先運用模糊層級分析法（Fuzzy Analytical Hierarchical Process, FAHP）擷取行銷專家對於顧客需求權重評估，並透過模糊品質機能展開（Fuzzy Quality Function Development, FQFD）進行第一階段的「顧客滿意度」評估。針對允許進入第二階段的開發規格進一步擷取研發與製造組裝專家對於開發規格可能的模糊失效模式與效應分析（Fuzzy Failure Mode and Effects Analysis, FFMEA）的評估，並將其權重整合至模糊品質機能展開，以進行第二階段的「可製造組裝度」評估，最終得以獲致最佳化新產品開發規格，並使其進入產品原型實際試作階段。
藉由本研究所提出之方法論，以期對於新產品開發初期之各項作業，提供結構化展開方法，並建構出多面向評估之新產品開發規格評估架構。

關鍵字

行銷屬性 ； 模糊理論 ； 層級分析法 ； 品質機能展開 ； 失效模式與效應分析

並列摘要

With the products which consumers request is more diversified, Commerce Notebook also increasingly transfers to diversification. Thus, it offers the opportunity which Notebook OEM/ODM companies transfers to OBM（Own Branding & Manufacturing）companies by building own brand. Besides, it also can develop new business model and business profits.
The related literatures about the product design concepts which focus on the demands of consumer are always refer to QFD (Quality Function Deployment). QFD is a structured approach to ensure customers’ demands to be satisfied and transform into the product design and development process. And it can contribute to increase in customer satisfaction and shorten product design and development time. However, existing QFD implementations have limitations. Two main problems are summarized as follows:
1.QFD can’t evaluate the possible problems of the design
and manufacture period of product development.
2.Experts often exhibit some forms of vagueness and
uncertainty which hinder experts’ description of
conceptual phenomena in the evaluation process.
For this reasons, the main objective of this paper is to build a framework and process of the new product specification evaluation which integrates the marketing attributes(the evaluation of the customers’ demands)、research and development attributes and manufacture attributes(the evaluation of the failures and defects of the product specifications)into. It can allow the product specifications which are produced by braining storm to be proceeded the evaluation before the prototype test phase and find the optimum product specification. It also can further the companies to optimize the organization resources.
Through the framework of two-phase product specifications evaluation is represented. Firstly, it performs FAHP（Fuzzy Analytical Hierarchical Process）to collect marketing experts with regard to authority evaluation of demands of customer and integrate it into FQFD（Fuzzy Quality Function Development）to proceed first phase evaluation of「the degree of the customer’ satisfaction」.Secondly, to collect the evaluation of FFMEA（Fuzzy Failure Mode and Effects Analysis）of the design and manufacture experts about the product specifications which is allowed into the second phase and integrate it into FQFD to proceed second phase evaluation of 「the degree of the assembly manufactured」. Finally, it can find the optimum product specification and allow it into the prototype test phase.
According to the methodology which is represented by the paper, it hopes to offer the structured methodology to contribute the tasks and operations in the initial phase of the new product development and build the framework of multidimensional product specifications evaluation.

並列關鍵字

Marketing attributes ； Fuzzy theory ； AHP ； Analytical Hierarchical Process ； QFD ； Quality Function Development ； FMEA ； Failure Mode and Effects Analysis

參考文獻

13.梁禺川，「聯合分析法在筆記型電腦最佳化設計之研究」，台灣工業

in quality function deployment”, Proceedings of the 2nd

11.張清亮、蔡志弘、魏秋建，「失效模式與效應分析的評價方法」，

Journal of the Chinese Institute Industrial engineers, 17,

pp.51-64 , 2000。