消費導向之產品造形發展對新產品成功上市影響之研究

The Study on the Inference on the Success of New Product Introduction by Consumer-oriented Product-form-development

黃健文(Chien-Wen Huang)

指導教授 ： 陳定國

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00642

摘要

前蘋果電腦設計總監Brunner認為，大部分使用者會透過使用經驗產生對品牌的正面知覺，並反射到對品牌的印象之中。所以做好實質的東西，比花光錢打品牌廣告來得重要，企業可以直接透過實質設計，建立在消費者心中的地位。
Sheth在1991年主張在消費過程中，消費者會面臨商品服務、產品形式、及品牌的選擇，這些選擇都會依據各種商品服務或品牌所提供的消費價值來決定消費者要不要接受。
而隨著產品市場的日益競爭激烈，廠商愈來愈不容易將新產品訊息傳遞給消費者，而被消費者接受，同時也減少犯錯的機會，失敗的成本也往往非常高。因此，新產品的成功上市成為公司生存的關鍵議題。
本研究的主要目的乃欲探討「產品造形發展」及「消費價值」對新產品「成功上市」的影響；次要目的則欲探討「消費價值」在「產品造形發展」與新產品「成功上市」之間的關係。
有效之受訪對象包括製造業、運輸、倉儲及通信業等十種行業，共計193人，年齡為23到50歲者，佔全體比例八成；工作類型為行銷、生產與作業、行政及研發者，佔全體比例六成五。
本研究之主要發現如下：
一、產品造形的視覺及關係元素愈被重視，新產品較有可能成功上市。
二、消費價值對產品造形發展與新產品成功上市間有正面干擾效果。

關鍵字

消費價值 ； 產品造形發展 ； 新產品成功上市

並列摘要

Brunner proposed that most of the users would generate their positive brand awareness through user-experience and project it into the brand image. Therefore, the firm should focus more on the physical product design than on other tasks.
Sheth proposed that consumers will make their own decisions based on the consumption value provided by those products or brands when purchasing.
It is difficult for the firm to make successful new product introduction in the highly competitive environment.
Therefore, the purpose of this research is aiming to investigate the relationship among “Product-Form-Development”, “Consumption Value”, and “New Product Introduction”. The research has surveyed 193 persons in ten industries, and produced the following findings:
1.) The new product has high probability to get successful introduction when the visual-positional element is well treated as the important matter during the new product development process.
2.) “Consumption Value” is acting as interference variable between “Product-Form-Development” and successful “New Product Introduction”.

並列關鍵字

consumption value ； product-form-development ； new product introduction

參考文獻

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