應用二維模式探討自有品牌產品屬性層次

Applying the Two-Dimensional Model to Analyze the Levels of the Attributes for the Private Brand Products

李維鈞(Wei-Chung Lee) ； 王盈湉(Ying-Tain Wang)

《創新與管理》 8卷1期 (2011/02) Pp. 75-93

https://doi.org/10.30118/JIM.201102.0004

摘要

本研究選擇以自有品牌的商品數量經超過1500多種的藥妝零售業屈臣氏為例，探討消費者購買其自有品牌產品考慮因素，並應用Kano二維品質模式及重要績效度分析法，評估消費者選擇自有品牌商品時，在產品屬性的價格、包裝設計、品牌形象及知覺屬性之各項品質的二維屬性歸類。根據分析結果得到屈臣氏自有品牌各項產品屬性構面均符合二維服務品質歸類，其品質要素歸類為當然品質有5項、魅力品質有7項及無差異品質有7項。在重要績效度分析中得知，有8項品質項目落於效益改善區，為優先改善項目，可提供業者在經營上的建議。

關鍵字

Kano二維品質模式 ； 重要績效度分析 ； 自有品牌

並列摘要

This paper investigates the attributes of Watsons' private brand products using the Kano two-dimensional model and the importance-performance analysis (IPA). The Kano two-dimensional model and IPA are useful on identifying quality elements and understanding customer's real needs. In this study, we apply Kano model to recognize the two-dimensional characteristic of product attributes and to calculate satisfaction increment index and dissatisfaction decrement index for identifying 「effective improving quality attributes」. After investigation, we found that these quality elements reveal two-dimensional characteristics, including 5 must-be quality elements, 7 attractive quality elements, and 7 indifference quality elements. We also found that 8 product attributes are effective improving quality attributes by the IPA. According to our finding, we suggest the improvement project for the Watsons' proprietors.

並列關鍵字

Two-dimensional Model ； Importance-performance Analysis ； Private Brand