The Study on Planning New Bicycle Attributes to Create Customer Value－targeted at Folding Bicycle products

• Main Authors: Li Ren-Jie, 李人傑
• Other Authors: Chen Yow-Mow
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/13748035312732268557

碩士 === 東海大學 === 企業管理學系碩士班 === 98 === This study apply Seven Tools for New Product Planning as research method, and use them to analysis customers’ preference about folding bicycle attributes and optimal folding bicycle. First, this study wants to understand customers’ views as well as find the best development direction through interviews, surveys and positioning analysis. Then, this study can acquire five key ideas depend on Idea Stimulation and Idea Selection. Finally, we use questionnaires to understand consumers’ preferences on the folding bicycle product and to find the best product portfolio through the Conjoint analysis and Rough Set analysis The result of Conjoint analysis finds that the industry should grasp five key attributes：the color of appearence, safety, unique, convenient and additional function. The best folding bicycle product portfolio: folding bicycle is fluorescent in the dark, a driving mirror, lights using pedal power, automatic folding, equipped with burglar alarms. The result of Rough Set analysis is: folding bicycle is fluorescent in the dark,a driving mirror, lights using pedal power, automatic folding, equipped with burglar alarms. This result is the same with Conjoint analysis. Keywords： Seven Tools for New Product Planning, folding bicycle, positioning analysis, Conjoint analysis, Rough Set analysis