以QFD發展新產品功能之研究 – 以平板電腦為例

Using QFD to develop new product function -take Table PC as an example

施雨澤(Yu-Tse Shih)

指導教授 ： 張舜德

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

2010年由於iPad的熱賣，令平板電腦頓時成為眾家廠商追逐的目標。研究指出2011年平板電腦有將有超過3000萬台以上的銷售量，儼然成為一重量級產品。在龐大的平板電腦商機中，身為跟隨型廠商的台灣業者該如何規劃出具有適當定位的產品，以求在眾多平板商品中嶄露頭角，相信是一具有探討價值的議題。
本研究以市面上兩款平板電腦為個案範例，利用STP理論中的市場區隔與目標市場，配合產品屬性理論，並使用品質機能展開QFD針對可能之市場區隔發展新產品功能屬性。並透過發掘舊產品之成本結構，推測新產品可能之成本與售價，並發展策略。
而本研究透過相關分析研究後產生3個分別適用於娛樂市場、移動市場與教育市場之產品P1*、P2*與Pn*，其中P1*與原產品過於接近且價格亦不具競爭優勢；P2*相較原產品具有價格優勢因此可使用市場滲透訂價法搶占市占率或透過市場吸脂訂價法先行賺取較高利潤；而Pn*則是一適用於教育市場之利基型產品，可透過薄利多銷之銷售方式並建立經濟規模，進一步降低成本並提高利潤。

關鍵字

新產品開發、市場區隔、品質機能展開(QFD)

並列摘要

IPad was the most remarkable hot-selling product in 2010, and it led the trend of tablet PC in personal computer market. It is estimated that the sales volume of tablet PC will go beyond the number of 30 million, which means that tablet PC will be an important product. It is a important lesson for tablet PC makers to position their tablet PC properly and target the focused customers to stand out from competitors because of the enormous commercial potential in tablet PC market.
This research was conducted by two cases of tablet PC on the market, and then employed STP theory to segment and target the tablet market with the theory of product attributes. Meanwhile, this research used QFD to develop the potential market segmentation and new product attributes. After tht, this research estimates the new products’ possible costs and sales price, and then develops strategies by analyzing former products’ cost structure.
According to the analysis of this research, P1*, P2*, and Pn* are the three products that are respectively fit entertainment market, mobile market, and education market. P1* is too much similar to original products, and its price has no competitive advantages. P2* has more competitive advantages than original products. Tablet PC maker of P2* can employ market-penetration pricing strategy to obtain the market share or it can employ market-skimming pricing strategy to earn better profits. Pn* is the niche product which is for education market. The tablet PC makers can sale it by small profits to build the economies of scale, and then reach the goal of cost-down and larger profits.

並列關鍵字

new product development, market segmentation, Quality Function Deployment(QFD)

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