產品屬性與行銷策略之研究

隨著產品多樣的蓬勃發展，產品與行銷已成為一項重要的焦點。但隨著產品不斷的推出，消費者有更多的方向可以挑選，亦有優良的產品乏人問津。其原因除行銷策略不夠周全外，大多數企業對消費者、產品與行銷之間關係的了解不足也是主要關鍵。為提供此問題之合理解決方案，本研究首先(1)透過文獻探討，歸納整理產品屬性及行銷策略等文獻，除此之外並將影響消費者的其他相關因素找其相關性，並且以文獻確認構面之間的關係性；(2)建立QFD流程，並運用模糊層級分析(Fuzzy Analytic Hierarchy Process, FAHP)確認執行構面的權重值；接著導入Kano model的二維概念，使其構面賦予從顧客滿意為出發點的價值評價；(3)接著運作QFD架構與流程，藉由Focus group interviews掌握相關文獻中各項重要構面的關係性與相關性；計算各個構面的權重值與優先順序；(4)最後，運用上述研究成果，建立產品屬性與行銷策略的QFD架構流程。相信，本研究成果不僅能探測消費者心裡的需求，也能更準確與系統化的表現其程序，並能降低企業在了解消費者需求、制定開發產品與企劃行銷策略，種種的過程中之摸索時間及失敗可能性。

關鍵字

品質機能展開；產品屬性；行銷策略

並列摘要

With the development of product variety, product and marketing have been considered more important. However, increase of product variety has not only provided a wider choice of product for consumer, but also failed to attract consumer’s interest in some quality product. In fact, besides the factor of incomplete marketing strategies, the major factor is also that the relation between consumer, product and marketing is not well familiarised by most enterprises. In order to find practicable solutions for the problem above,it will be first (1) Through the literature review, to Collate and to analyze the product attributes and marketing strategy constructs.In addition, it will also affect the consumers to find out other relevant factors and its relevance,And to confirm the relationships between constructs through the literature.(2) To establish QFD procedure; by using Fuzzy Analytic Hierarchy Process, and FAHP to Recognize the implementation of the weight of constructs;To quote Kano model two-dimensional concept, the customer satisfaction would be given by its dimensions from as the starting point to evaluate.(3) To proceed the architecture and the operation of QFD procedure, the relevant literature can be mastered through the Focus group interviews for the essential dimensions of the relationship, and the various dimensions of the weight value of the order of the priority can be calculated.(4) Finally, the results of the above can be used to set up the product attributes and the marketing strategy QFD flow architecture. The consumer’s demand can be revealed through the research result, and also the process of it can be shown in a more precise and systematic way. In addition, this helps enterprises save more time and avoid having any possibility of failure while they are try to find out consumer’s demand, produce goods and formulate marketing strategy.