產品功能矩陣應用於行銷策略之研究-以紙劵檢驗機為例

USING PRODUCT FUNCTION MATRIX FOR MARKETING STRATEGY IN BANKNOTE ACCEPTOR INDUSTRY

孫朋文(Pon-Wen Sun)

指導教授 ： 張舜德

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

本研究乃以紙劵檢驗機為案例，使用STP分析為研究的理論基礎，分析產品功能矩陣應用於區隔市場中，對應各種市場的需求與相對的產品規格與功能。進而鎖定合適之利基市場，有效的規劃產品，以有限的資源作最有效的運用。
其主要步驟如下：
Step 1：分析區隔市場與其需求之產品功能。
Step 2：對於功能取其相似性質整理、分析、歸類，以獲得產品功能矩陣。
Step 3：根據產品功能矩陣分析新市場之需求功能，推演出新產品。

關鍵字

產品功能矩陣、紙劵檢驗機

並列摘要

Banknote acceptor industry is studied in this marketing strategy research. Base on STP theories, product function matrix (PFM) is used to analysis the relation between markets and products. After understanding the requirement of different segments, PFM is used to find out a better arrangement for products’ functions for marketing strategy to make better performance of the limitation resource.
Its steps are :
Step 1: Understanding the requirements of the segments and their suitable products’ functions.
Step 2: To sort the products’ functions by similarity, and to make a PFM according to the segments and products’ functions.
Step 3: According to PFM a new product can be deduced for a new segment.

並列關鍵字

product function matrix, banknote acceptor

參考文獻

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