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  • 學位論文

M型社會族群對於手機需求及產品創新設計研究

A Study of M Society Groups Needs to Cellular Phone and Innovation Design

指導教授 : 林季雄
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摘要


隨著行動科技的快速進步,手機產品的生命週期也因為新技術的突破及消費者的多變需求等因素而快速縮短,生產廠商面對手機產品循環週期縮短的壓力下,必須不斷的推陳出新,開發新的功能,切入新的應用領域,提供能更吸引消費者的新產品,才能擴展本身在市場中的佔有率並提高獲利能力。大前研一於2006年6月間提出,現今日本與台灣社會正面臨產業結構的重大改變,即M型社會的成型,意指中產階級社會正逐漸崩潰,往中下階層移動,促使中下階層大量增加,社會變成大部分的中下階層與少部分富人的結構,便稱為M型社會。 其中,大前研一提出之M型社會現象中將整體消費市場分成五大消費族群,分別為『富裕的高齡者』、『DOM』、『敗犬足』、『寄生蟲』與『尼特族/飛特族』。由於作者提出『敗犬族』與『寄生蟲』乃M型社會現象下廣大中下階層消費群中最具消費能力的兩大族群,因此本研究針對此兩族群對於手機之需求特徵做深入探討與調查。再以M型化理論中所提出之兩個核心理論:『憧憬自由之丘』與『新奢華』來探討族群的消費型態特色,透過Jonathan Cagan與Craig M. Vogel這兩位學者所提出的SET與LEF三要素分析方法,了解兩群體的生活型態與SET/LEF的各項因素分析,進而歸納提出符合他們需求的手機設計規範,經由Sketch概念化發展與電腦模擬繪圖將概念視覺化,完成寄生蟲的設計成果caseA、caseB、caseD三案;敗犬族caseC、caseE、caseF三案,共六個設計成果。最後再進行評估驗證各設計案的價值是否符合該族群所喜好。 經研究成果寄生蟲族群最喜愛caseC與caseE,敗犬族族群最喜愛CaseC,此兩設計案在設計定位上都屬於設計給敗犬族的手機,屬於高單價、高階機種,雖然在價格上覺得有點勉強,但只要多付一點溢價就可以擁有,是屬於M型化特色中的新奢華商品。但此兩設計個案卻同時受到兩群的青睞,顯示出在高品質與高設計附加價值的產品吸引下,不只消費能力較高的敗犬族會選擇較具獨特設計風格或功能強化的產品,就連消費能力相對較弱的寄生蟲族群也會想要購買,此結果進而呼應了文獻探討部分所提及的新奢華理論。雖然驗證結果顯示寄生蟲族群未如預期選擇所設定之caseA/B/D,但卻也表示寄生蟲族群之消費能力並不會差到只選擇低價的產品,也未必全為如預期所設定之『憧憬自由之丘』的消費形態,因此,可推論大前研一所提『憧憬自由之丘』的消費形態,較明顯的落點或許應是在『尼特族與飛特族』族群上。

關鍵字

手機 M型社會 創新設計

並列摘要


With the rapidly advancing cellular phone technology, the life cycle of the cellular phone products is shortened rapidly due to the breakthroughs in new technologies and the various consumers’ demands; the cellular phone manufacturers pressured by the ever shorter product life cycle must expand their market shares and improve profitability through incessant innovations, newly developed functions, new applications, and more attractive consumer products. Kenichi Ohmae in June 2006 proposed that the Japanese and Taiwanese societies are undergoing a major industrial restructuring, i.e. the formation of the M-shape society, so-called because the dwindling middle class and the abundance of the lower class have reshaped the society as representing a poor majority and a rich minority. In such an M society, he proposed that the overall consumer market be divided into five consumer groups, respectively “affluent seniors”, “DOM”, “loser dog”, “parasite single” and “neet/freeter”. As he proposed the “loser dog” and “parasite single” as the two most capable groups in the vast lower class consumer groups of the M society, the research profoundly discusses and studies the characteristics of the demands of the two groups on cellular phone phones. The consumption styles of the two groups are further discussed with the two cores of the M shape theory: “high quality but low price” and “new luxury”; the life styles of the two groups and each factor of the SET/LEF are determined with the SET and LEF analytical methods put forward by Jonathan Cagan and Craig M. Vogel, so that the cellular phone design specifications conforming to their demands may be induced; through Sketch conceptualization and the concept visualized by computer simulation drawings, a total of six design cases are completed with three cases for the parasite group: case A, case B, case D and three for the loser dog group: case C, Case E and case F. Finally we assess the values of the designs to see if they fit in with the preferences of the two groups. The research shows that the parasites prefer case C and case E while the loser dogs prefer case C and that the parasites desire to have the cellular phones with M shape features in the former two design cases which focus on high end unit price cellular phones for loser dogs with additional premiums. The fact that the two cases are preferred by both groups shows that the high quality products with high added value attract not only the loser dogs with stronger consumption power but also the parasites with weaker power into choosing or purchasing uniquely designed products with enhanced functionalities; this conforms to the new luxury theory discussed in the literature. Although the results show the parasites fail to choose case A/B/D as expected, they also show that the consumption power of the parasites are not so limited to low price products and the “high quality but low price” consumption style expected to occur on parasites is not entirely applicable; therefore it may be concluded that the “high quality but low price” as proposed by Kenichi Ohmae may be more appropriate for the “neet and freeter” group.

並列關鍵字

innovative design M society cellular phone

參考文獻


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被引用紀錄


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王聖元(2012)。從關鍵技術到手機創意設計〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201200113
曾儀雯(2011)。消費者民族意識與來源國效應對於山寨機與國際知名品牌手機態度之形成及購買意願的影響〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2011.10725
楊鎧仲(2008)。年輕族群音樂手機使用行為研究〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-0801201511153618
陳嘉琪(2011)。商業模式創新:以IKEA的逆向定位為例〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-0908201117373000

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