生活型態需求與附加價值創造關聯發展之研究--以登山自行車為例

A Study on the Interconnected Development of Lifestyle Requirements and the Creation of Added Value, with the Mountain Bike as the Example

黃啟榮(Chi-Jung Huang)

指導教授 ： 吳千華

國立臺灣師範大學/藝術學院/設計研究所/碩士(2001年)

摘要

近二年來在台灣，原本街道上相當少見的登山自行車(Mountain Bike)，其較為平價之車種呈現大幅成長之現象。平日在大街小巷皆可見，騎乘者年齡層廣泛，並無太多騎乘限制，使用方面亦十分多元化，面對此趨勢，國內車廠亦已開始研發、生產避震車架，供應市場之需求。
同一時間點，國內實施週休二日新制至今亦達二年，新制度使得休閒時間增加，社會大眾將重新思考工作與休憩時間之分配，而所形成之休閒生活型態，亦帶動休閒產業及休閒產品的發展。
對於上述現象，本研究以「休閒生活型態趨勢」為背景，從「休閒精緻化」角度，探討登山自行車與休閒生活型態之間的關聯性、登山自行車市場大幅成長因素以及對技術成熟的登山自行車設計，其在產品附加價值上發展空間的影響程度。
本研究之研究方法為「問卷調查法」，問卷型式分為廠商問卷及一般大眾問卷，問卷內容為：「自行車使用行為與態度」、「登山自行車市場大幅成長因素」、「產品附加價值需求」。所得資料以T-test及One-Way ANOVA分析其差異性，之後統計附加價值滿意度及不滿意度排序，以作為實務設計之依據。
本研究之研究成果為：
1.登山自行車市場大幅成長因素重視度依序為：1.舒適性、2.流行性、3.價格平價化、4.環保考量、5.功能性等。
2.附加價值滿意度前5項排序：1.舒適程度、2.車架結構設計、3.對休閒活動品質之提升、4.流行性、5.色彩表現或色彩搭配等。
3.附加價值不滿意度前5項排序：1.置物空間規劃、2.平價化程度、3.照明設備、4.車身重量、5.整車尺寸等。
4.經由上述分析，實務設計發展出可伸縮式之置物架。

本研究結果提供成熟期產品所應掌握之設計觀念，以附加價值的思維，強化產品象徵價值之表現，並作為同質性產品差異化競爭之利基點。

關鍵字

登山自行車 ； 休閒生活型態 ； 休閒精緻化 ； 附加價值

並列摘要

Mountain bikes were once seldom seen on the streets of Taiwan's towns, but the release of comparatively inexpensive models has changed the situation. In the past two years, you can see on any given day people of all ages riding everywhere that roads go. There are not too many riding restrictions, and there is a great variety in terms of use. Aware of this trend, most domestic bike firms have already begun R&D on producing anti-vibration frames to supply market needs.
In this same time period, the two-day weekend was made domestic law. This new system gives people more room for recreation and makes them reconsider how they allocate time for work and play. This new recreational lifestyle has aided the development of the recreation and leisure products industries.
This research seeks to deal with the phenomena described above. It takes trends in recreational lifestyle as the background. Further, in the light of the recent increase in our leisure quality, this research examines:
a) The interconnection between the mountain bike and our recreational lifestyle.
b) The factors involved in the large-scale development of the mountain bike market
c) The influence of this interconnection on: 1) technologically mature mountain bike design, and 2) the room for development of this product's added value.
This research uses the survey research method. There are two formats-company surveys and consumer surveys-and the survey content covers: 1) the behavior and attitude involved in mountain bike use; 2) the factors involved in the large-scale development of the mountain bike market; and 3) requirements for increasing this product's added value. The variance of the obtained data was analyzed using the T-test and One-Way ANOVA statistical methods. Afterwards, the product qualities that satisfied or did not satisfy consumers were examined to determine their order of importance. This examination allowed us to calculate an "added value order of satisfaction" and an "added value order of dissatisfaction" were calculated. These orderings should provide a useful reference for future practical design work.
The research results obtained were:
1. The factors involved in the rapid growth of the mountain bike market-in order of importance-are: 1) comfortability, 2) trendiness, 3) increasing reasonableness of price, 4) environmental friendliness, 5) functionality.
2. The qualities for the "added value order of satisfaction" are: 1) comfort level, 2) frame design, 3) rise in quality of leisure activities, 4) trendiness, 5) color schemes or matching.
3. The qualities for the "added value order of dissatisfaction" were: 1) space planning for carrying gear, 2) inadequate reasonableness of price, 3) safety lighting equipment, 4) frame heaviness, 5) total bike size.
4. From the above analyses we can know that for practical design we should develop a gear carrying extendable rack.

This research isolates design guidelines for the mountain bike, a mature period product. Thinking through the concept of added value, we may improve the performance of this product's symbolic value. This improvement will provide a firmer competitive foundation for the mountain bike as it struggles through the process of differentiating itself from the traditional road bicycle.

並列關鍵字

mountain bike ； recreational lifestyle ； increase in leisure quality ； added value

參考文獻

競爭力分析，經濟部技術處。

20. 鄧秉賢，1999，本土化休閒型態在休旅車衛生設備設計之應用研究，碩士論

22.鄧秉賢，1999，本土化休閒型態在休旅車衛生設備設計之應用研究，碩士論

競爭力分析，經濟部技術處，p2-4。

競爭力分析，經濟部技術處，pp2-9--2-13。