應用消費者共同設計於綠色產品創新-以綠色手機為例

Application of Consumer Codesign on Green Product Innovation -A Case of Green Cell Phone

高晴姿(Ching-Tzu Kao)

指導教授 ： 婁國仁

淡江大學/管理學院/管理科學研究所碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.01080

摘要

本文使用共同設計創造產品的過程，以配合消費者個人的特性。公司可以與客戶進行溝通，幫助消費者表達自己的需求，以及確認他們所需產品特性。為了幫助消費者建立獨立設計和附加價值，利用共同設計綠色產品進行環境保護，企業目前實行共同設計透過綠色產品的創新。本研究估計利用聯合分析了解顧客對於不同功能的綠色手機的特性。結果顯示，消費者認為綠色手機之造型最為重要，其次為外殼、電池、操作面版、螢幕、照相鏡頭和指紋辨識。在可回收/低衝擊處理功能中以面版為最重視，其次為電池、造型和指紋辨識；在環境保護/再回收功能中以手機外殼最為重要，其次為面板和螢幕。此結果提供產品管理者建議，即是為了個別的消費者應該使用共同設計於綠色產品設計，共同設計可減少設計失敗的風險，並可促進消費者產品的忠誠度和滿意度。

關鍵字

共同設計 ； 綠色產品 ； 創新 ； 合作 ； 新產品發展

並列摘要

Through the use of collaborative codesign—the process of creating products to fit a consumer’s exact personal specifications—firms can establish dialogues with their customers, help them express their needs, and identify specific products that fulfill those needs. In addition to their unique design and added value to consumers, codesigned green products promote environmental protection. This study shows that firms should codesign through green product innovations and that now is the time to do so rather than in the future. Using conjoint analysis, this study estimates the importance customers attach to different features of a green cell phone. The results reveal that consumers rate the modeling of the cell phone as the most important, followed by shell, battery, panel, monitor, lens, and fingerprint. In terms of recyclability/disposal function, panel was rated the highest, followed by battery, model, and fingerprint. Furthermore, consumers who place importance on conservation/reusability consider the shell the best feature, followed by panel and monitor. The results provide insights to product managers and suggest that they should consider using codesign in the design of green products for individual consumers, which in turn should decrease the risk of design failure and promote consumer loyalty toward and satisfaction with the product.

並列關鍵字

Codesign ； Green product ； Innovation ； Collaborative ； New product development

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