Kano 品質模式在汽車市場調查之研究─以中、印汽車業為例

Quality Model in auto marketing investment study — For example Taiwan & India

莊泰旭(Frank Chuang)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

汽車產業發展已超過百年的傳統工業，但是隨著科技的應用，讓汽車產品與服務更需要不斷地推陳出新。本文以中、印兩國的汽車工業為例，運用Kano二維品質的問卷調查與分析，探討中、印兩地市場的不同需求與廠商內、外部顧客的認知差異。經由Kano二維品質模式幫助廠商進一步地釐清顧客的需求，進而獲悉顧客滿意度和再購買意願，以做為廠商在研發汽車配備之參考，此外在開發與投資產品配備時，不至於浪費或重複。
研究結果發現，在中華民國市場上，外觀方面的擾流板造型 / 功能、車門 (外) 飾條造型和下裙板造型，較不符合顧客之需求；對安全方面外部顧客認為倒車攝影機可有可無，不與內部人員的看法一致；還有維修需預約與否，亦是無差異的品質。其它有關22項的產品配備，可稱得上皆符合顧客的需求；甚至水箱罩造型、中央置物箱具手機功能、前椅背附餐桌和后置物板有放化妝紙箱的地方，其滿足顧客的屬性是魅力的品質。此外，可以改善下述品質構面來增加滿意度，依序為：舒適方面 → 外觀方面 → 內裝方面 → 安全方面；在減少不滿指標方面依序為：舒適方面 → 安全方面 → 外觀方面 → 內裝方面。
以印度市場而言，新開發的產品配備幾乎均為外部顧客所接受，唯有倒車攝影機不被認同；另外在外觀和舒適兩方面，顧客的需求相當高，完全屬於線性品質，廠商的市調和研發人員，須更下工夫探究顧客的需求，以及競爭產品的發展趨勢，先期掌握顧客的需求。此外，可依下述配備的順序，加以改善來增加滿意指標：舒適方面 → 外觀方面 → 內裝方面 → 安全方面；而改進不滿指標的順序，包括：舒適方面 → 外觀方面 → 內裝方面 → 安全方面。

關鍵字

無

並列摘要

The automotive industry has been developed over hundred years. With the application of new technology, the automobile products and services unceasingly should find new ways. This project takes Taiwan & India auto industries as an example, by applying the KANO two-dimension quality mode that kind of questionnaire to investigate and analyze the different needs between two markets and the recognition variation among the internal & external customers. Via the KANO two-dimension quality mode can help manufacturers to further clarify the demands of customers, therefore they can learn about the customer satisfaction expectation and desire to research and develop features content, thus can act as reference for car outfit R&D and can get rid of waste or redundance prior to equipment development / investment.
The study results show that, in Taiwan auto market, in appearance aspect the spoiler style / function, door trim style, and the body-side skirt are not fit in with the customer needs; In safety aspect, the external customers think that car parking camera equipped makes no difference, not consistent with the internal customers; and if maintenance or service has to make the reservation or not also share a common lot. The remained 22 items related to product feature, can be reckoned as conformation to customer demands. Furthermore, radiator grille style, central console equipped with cell phone, front seats back with meal table attached and rear package tray with tissue box are all can be attributed to fascination quality level. Moreover, by improving the following areas can enhance the customer satisfaction, in turn of Comfort → Appearance → Interior → Safety; As for to reduce the dissatisfaction index, the significance in order of Comfort → Safety → Appearance → Interior.
In India market, the new launched features are almost accepted by the external customers, except for the car parking camera. Besides, high customer demands in both appearance and comfort aspects, totally classified as linear quality. The manufacturers and R&D engineers should pay more attention to research on the market surveys of customer needs and the competitor products trend in prior to the customers. In addition, by reform the following aspects of feature can enhance the satisfaction index: Comfort → Appearance → Interior → Safety; As for reducing the dissatisfaction index, the significance in order of Comfort → Appearance → Interior → Safety.

並列關鍵字

No

參考文獻

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