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  • 學位論文

聯合分析法在新產品開發之決策應用-以洗髮精為例

Applying Conjoint Analysis in New Product Development Decision Making:An Example of Shampoo

指導教授 : 盧龍泉
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摘要


新產品開發能力的強弱攸關企業的發展程度。像洗髮精這種快速消費品普遍存在著產品生命週期短、進入市場的通路短且寬、消費者購買頻率高、消費速度快。所以如何在快速競爭的市場中取得正確產品開發訊息,相形重要。本次調查問卷總數發放為400份,回收問卷數為391份,回收率為97.75%。回收後扣除資料填寫不全及錯誤…等無效問卷共29份,最後有效問卷數為362份,有效問卷數比率為90.5%。 透過本研究問卷調查與聯合分析應用結果得到下述結論: 就整體受測者的資料分析結果得知,在洗髮精產品屬性與水準的「效用估計」排序如下: (1)「品牌」屬性: Lux > 566 > Faro。(2)「包裝瓶型」屬性:水滴型 > 扁平型。(3)「功能」屬性:雙效合一型 > 單效型 > 三效合一型。(4)「成份」屬性:無矽靈 > 有矽靈。(5)「香味」屬性:花香 > 草本香> 果香。(6)「價格」屬性:89元 > 169元 > 299元。 而洗髮精各屬性的重要性值排序如下: 成份 > 功能 > 價格 > 品牌 > 香味 > 包裝瓶型。 聯合分析在新產品開發決策的應用,係希望能從整體分析結果中獲得有用偏好資訊。進一步協助新品牌Faro找到產品開發的利基點,把對新產品接受度高的屬性與偏好族群加以組合,應該會讓開發者更有信心。 根據分析結果對於新品牌Faro的產品開發有以下建議 : (一) 在「品牌」部分:新品牌Faro在市場上處於相對弱勢。本研究建議從整體效用值結果較高(平均差異與顯著性高者)的目標族群來切入市場。例如:北部及中部地區均優於南部地區、年齡51歲以上族群優於21-30歲族群、製造業優於在學學生。 (二) 在「包裝瓶型」部分: 則依照整體效用值結果較高者。綜合結果:在20歲以下及51歲以上族群則偏好「扁平型」,其他中間年齡(21-50歲)族群則採「水滴型」包裝設計會較受喜歡。 (三) 在「功能」部分: 則依照整體效用值結果較高者。綜合結果:採「雙效合一型」功能。即除了一般洗淨功能及深層清潔外,可增加具保濕、滋潤或讓頭髮柔順不糾結的效果。 (四) 在「成份」部分: 則依照整體效用值結果較高者。綜合結果:採「不含矽靈」成份配方。 (五) 在「香味」部分: 則依照整體效用值結果較高者。綜合結果:大學專科以上及研究所者均優於高中職者(平均差異與顯著性均高者)普遍偏好「花香」。 (六) 在「價格」部分: 則依照整體效用值結果較高者。綜合結果:中部地區優於南部地區,新品牌Faro價格以500ml包裝產品而言,宜採低價位,例如:以89元為優先考慮。 關鍵字:新產品開發、聯合分析

並列摘要


The strong or weak of new product development ability has relation to the development degree of enterprise. Being like this kind of rapid consumer goods of shampoo to widespread exist a product life cycle is short and get into the market is short and wide. The consumer purchase the high frequency, the consumption speed is quick. So how obtain a correct product development message in the fast- competing market, it is very important. This survey total amount of questionnaires issues are 400 and recovery amount of questionnaires are 391; the recovery rate is 97.75%. Deducting the data to fill in after recalling isn't whole and mistake …etc. total 29 of invalid questionnaire, the finally effective amount of questionnaires are 362, finaly effective questionnaire recovery rate is 90.5%. According to this survey and conjoint analyze the application to get a result and conclusion : Whole is as a result known by the analytical data of measuring. “Effect estimate” in the shampoo product attribute and level ranks a preface as follows: (1) Brand attribute: Lux > 566 > faro. (2) Packing bottle type attribute: drop of water type > flat type. (3) Function attribute:double-efficiency-in-one type > single efficiency type > three-efficiency-in-one type. (4) Ingredient attribute: no dimethicone > have the dimethicone . (5) Flavor attribute: flower scent > herbal scent > fruit scent. (6) Price attribute: 89 dollars > 169 dollars > 299 dollars. And the importance value of each attributes of shampoo rank as follows: Ingredient > price > function > brand > flavor > packing bottle type. For the new brand Faro in the product development direction. We have some suggestions : Conjoint Analysis at the new product development policy-making the application of hope hill from the overall analysis results have useful information. If we can help the new brand Faro find the product development base, and let the new product acceptance combine target groups together that it will allow developer more confidence. According to a result of the analysis for the new brand Faro product development proposals are as follows: (1) In the “brand” Part: new brand Faro in market is relatively weak. The study recommended the overall effect value as a result higher (average differences and p-value) in the target groups to enter the market. For example: the northern and central regions are better than in the southern region, above 51 years old better than 21 to 30 years old group, in the industry worker better than in school of student. (2) In the “package bottle” part: in the overall effect in accordance with higher value as a result. Integrated results: in 20 years of age and above 51 years old more like the preferences “flat” and other age (21 to 50 years old) adoption of a “drop” packaging design will be more. (3) In the “functions” part: in accordance with overall effect value as a result higher. Integrated results: adoption of a “double-efficiency-in-one type” function. That is, except the general wash functions can increase of deep cleaning, Moisturizing, the first them pliancy not knot. (4) In the “ingredients” part: in the overall effect and in accordance with higher value as a result. Consolidated results: adoption of a "does not contain dimethicone" formula. (5) In the “scent” part: in the overall effect and in accordance with higher value as a result. Consolidated results: Master above and Institute are better than those high school seekers (average differences and p-value) like flower scent. (6) In the “price” part: in the overall effect in accordance with higher value as a result. Consolidated results: the central region better than the southern region, the new brand Faro prices to 500 ml packaging products can use a low price, for example: 89 dollars as priority. Keywords: New Product Development (NPD), Conjoint Analysis.

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