數位相機產品定位與創新設計研究

A Study on Product Positioning and Innovative Design-Digital Camera as Example

張卲彬(Shao-Pin Chang)

指導教授 ： 林季雄

大同大學/設計學院/工業設計學系所/碩士(2004年)

摘要

近年來資訊產業的蓬勃發展，帶動消費性電子產品的高產值表現，使得相關資訊產品推陳出新的速度不斷加快，但卻也造成此類產品生命週期的縮短，所以研發廠商紛紛以各種創新設計或行銷策略，試圖刺激消費者來擴展產品市場。而在數位相機市場走向快速成長階段時，若能以未來市場需求將產品重新定位，經由創新設計的手法來開發產品，才能成功拓展市場並創造利基。
本研究乃以產品定位理論作為消費者需求的研究區隔工具，針對大學學生消費族群探討數位相機創新設計為例，經由產品定位應用敘述統計分析、變異數分析及多元尺度分析等統計方法來解析研究資料，並以實例設計的方式驗證研究理論。主要研究結果如下：
1.學生族群在決定購買相機時，多會考量相機的像素彩度、整體造型以及操作介面的順暢度，但產品價格並非最主要考量因素。
2.在產品操作習慣項目上，該消費族群認為顯示幕的配置設計、快門按鍵、電源開關的辨識與快門按鍵操作的流暢程度最為重要。
3.針對學生族群對於數位相機的需求與期望認知調查結果，可以得出外型輕巧、容易攜帶、大尺寸顯示幕等實用性產品特徵，以作為產品創新設計時的重要設計規範。

關鍵字

數位相機 ； 創新設計 ； 產品定位

並列摘要

The vigorous development of the information industry in recent years has led to high output values of consumer electronics products, which not only accelerated the speed to deliver relevant information products which replaced the old ones, but also resulted in a shortened life cycle of such products. Therefore, manufacturers engaged in R&D of such products tried various innovative designs or marketing strategies to stimulate the consumers to expand the markets for the products one after another. However, in an era when digital camera markets are embracing rapid growth, only by repositioning the products based on future market demands and developing new products by means of creative designs can markets be expanded and nitch markets be created successfully.
This study, using product positioning theories as the research tool for university students’ demands, applied statistical methods such as descriptive statistics analysis, variable analysis and multi-dimensional analysis to analyze the data under study and verify the study theories by means of case designs, with the major study results shown as follows:
1. In making decisions to buy cameras, students mostly take into consideration such factors as pixel hues of the cameras, overall appearance, and operating interface smoothness. However, the price is not the most important concern.
2. As with the habitual operation of the products, the consumer group considers the configuration & design of the display screen, the shutter pushbutton, easy identifying of the power switch and smoothness in shutter pushbutton operation to be most important.
3. According to the results of survey regarding students’ demands and expectations for digital cameras, it can be concluded that the students emphasize such practical product characteristics as being light & handy in appearance, portable and equipped with a large-size display screen. These may serve as important design specifications in designing innovative products.

並列關鍵字

Digital Camera ； Innovative Design ； Product Positioning

參考文獻

洪嘉聯，2001，產品再設計創新之研究-以數位相機為例，大葉大學設計研究所

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