An Empirical Study of Applying Seven Tools for Product Planning to New Smartphone Product

• Main Authors: Chen, Liyang, 陳立揚
• Other Authors: Hwu, Tianjong
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/53168014461074015825

碩士 === 國立聯合大學 === 管理碩士學位學程 === 99 === The smartphone market’s bloom era is coming. Each product’s PLC get more and more shorter. In gerenal, product brands’ success caused by two reasons. First, inventing 「killer products」. Second, according to self position and market segment, having the right marketing strategy on market and providing right products to customer. Therefore it’s important to have a plan to developing even proving products. The scope and object of the research are based on popularity survey will focus on following: Sony Ericsson , Nokia, Apple, HTC, Motorola, Samsung, LG and Sharp 8 domestic well-known brands. We adopted the six steps include: Interview, Opinion Survey, Positioning Analysis, Creativity Generation, Idea Selection and Conjoint Analysis of “Seven Tools for New Product Planning” of Dr. Noriaki Kanda. First of all, we surveyed the evalution factors via “Evalution Approach” and “Brain Sotrming”. Then developed 36 measurable indicators’ questionnaire for Opinion Survey. There were 1089 samples of our Positioning Analysis. The result shows “Performance”, “Durability” and “Versatility” can influence customers’ purchase intention. Second, according to the result and Taiwan image, we developed creative 12 new ideas of future smartphone. Through 11 experts’ filtering, we had “Customize”, “Remote Contral”, “Charge”, “Translation” and “Heal Diagnosis” five feasible producing concepts, and further, each attribution we developed two levels. Third, in Conjoint Analsis, we had a 262 sample-survey in the light of 5 concepts and 10 levels. We discovered preference of feasible producing concepts as “Customize (20.45%)”, “Remote Contral(16.60%)”, “Charge (21.61%)”, “Translation (21.46%)” and “Heal Diagnosis (19.88%)”. Also planned a smartphone include: Hardware Customize, Remote Contral of Systm, Oral translation, Picture for Heal Diagnosis and Self-charging. Finally, we used RST analysed Conjoint Analsis 262 data. The result pointed that Remote Contral of Systm and Oral translation could cause customers prefering to buy the new smartphone product.