| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 97 === This study purposes to use 7 tools for new product planning in auction website platform in Taiwan. Hope to be able to understand customer views about auction website and which service that online auction should provide to meet their needs. In the initial stage of the process used interview surveys, opinion surveys, positioning analysis for questionnaire design and analysis. This study used factor analysis to find three factors and to name “customer oriented”, “convenience”, and “price consideration" to confer customer’s preference and wish of consumption for all online auction. The next, three factors shown in perceptual map and understand Positioning between each other.
The second stage of this study have two tools with creative idea and creative option and it develops creative concepts and fit in with potential demand for customers. According to conjoint analysis, the most important attributes of all subjects are operating convenience, multi-shopping activity, discount, the authenticity of goods, the security of personal data. Based on the five attributes above, the preferred service level are “pick goods up with authentication codes”, ”delivery goods info with cell phone to carry out shopping”, “Special bonus points for great rewards”, ”set up shopping cars and display goods with dynamic audio-visual”. It will plan new services type about online auction.
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