The Study of Planning New Motorcycle Attributes to Create Customer Value

• Main Authors: Cliff Cheng, 鄭文彥
• Other Authors: 陳耀茂
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/84686150277220810553

碩士 === 東海大學 === 企業管理學系碩士班 === 96 === Taiwanese are the highest rate owners of motorcycle in the world. Taiwan is an important country of motorcycle’s exportation. For these years, the technological production of motorcycle was getting better so that Taiwan became an important manufacture and export country. In order to dominate eternally market, the companies should develop and present alyways new model motorcycles to their costumers. We apply Seven Tools for New Product Planning as our research method, and use them to analyze customers’ preference about motorcycle attributes and optimal motorcycles. This study uses certain approches in P7: interviews, polls, positioning analysis, Idea Simulation, Idea Selection and Conjoint Analysis. Firstly, we have interviews with comtomers to know the customers’ point of view about the motorcycle market. Secondly, we use questionnaire and positioning analysis to acquire three factors and the optimal development for motorcycle innovation. Afterwards, we try to find out five ideas, which are the basic data for alliance card attribute and standard setup with Idea Simulation and Idea Selection. These cards would be produced through conjoint analysis, and distributed with questionnaires to acquire the customers’ preferences concerned motorcycle. In this study we will find out that, through conjoint analysis, manufacturers must keep in mind five key attributes: hood, appearance, convenient, additional function, and unique. The optimal combination of motorcycle would be: Convertible, Fashionable, Remote ignition, GPS, and Allochroic by The Sun.