現今產品生命週期縮短與顧客需求的快速轉變,意味著企業的競爭能力若要提高,勢必要利用高價值的產品和服務來滿足顧客的需求。2005至2008年的眾多研究報告顯示數位單眼相機(DSLR)的功能逐漸豐富與價格降低,相機分成的種類讓許多不同的族群可依不同情況選擇購入數位單眼相機,表示廠商必須投入於新產品開發(NPD)中的市場調查階段,這不僅是為了知悉顧客需求,更可回應短期銷售,達到漸進式創新,此發展可以維持生產線新穎並且可回應消費者需求。 本研究合併層級分析法(AHP)與品質機能展開(QFD)方法來探討消費者需求,並且探討兩種研究方法合併的效益如何,探討數位單眼相機市場之消費者真正需求。研究最終發現,「更換鏡頭的多寡」與「週備支援設備多元性」為消費者的首要需求項目;而近來數位單眼相機的創新功能「錄製動態影片」與「GPS相片資訊」,為消費者的後段的需求項目。
Nowadays, companies facing the short Product Life Cycle and quick changes of customer demands must release higher valued products and services to satisfy the customers. During 2005 to 2008, many reports revealed that the functions of Digital Single Lens Reflex (DLSR) have gotten various, yet the prices have become lower. Different groups of consumers are able to purchase the DSLR based on their different needs; hence, reports also indicate that most companies must make efforts in the market survey for the New Product Development (NPD). It is not only to understand customer demands, but to response to the short-term sales and to prompt to innovate the merchandise. This study aims to analyze the consumer needs, and discusses the efficacy of the methodology by presenting the combination of Analytic Hierarchy Process (AHP) and Quality Function Deployment. The results of the study indicate that “the amount of substitute lens” and “the diversity of relative gadgets” are found to be as the primary needs, by contrast, the lately innovative functions “HD video” and “GPS picture info” rank the bottom needs for the consumers in the market.