The Study on Design of Brand Function Deployment

• Main Authors: Ya-Ping Liu, 劉雅萍
• Other Authors: Yuh-Yuan Guh
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/73989328381462989830

碩士 === 中原大學 === 企業管理研究所 === 100 === This study uses the main analytical tool of QFD(Qulity Function Deeployment), HOQ(House of Quality) for exploring the needs of customers and brand technology to creat a model that helps the brand creation for each of industries. The first step of HOQ is the customer deployment, it figures out the priority of customer requirements to realize what factores could be selling points, as well as the competitive situations and the difference between competitors. The second step is brand technology deployment, it finds out the priority in order to learn how to deploy in order. This study emphasizes on customer requirements and brand technology, the former research is based on what the customers need. How the customers satisfaction, demand, and behavior included in CRM(Customer Relations Management) affect the purchase decision-making and service quality that has been studied in recent years are both the considerations of the customers requirements. The brand technology requirement considers the brand creation building elements in the beginning, brand marketing in the marketing management field, and brand value in the brand development maturation. The HOQ is designed by study scope that mentioned above, then the case study is involved after HOQ deployment in the second step. The weight of HOQ demand factors are analysized, which makes HOQ to apply to examining the brand creation crucial factors and priorities by each step of construction and analysis. This study consists of case studies and questionaires that are assisted to prove. Results of interviewing the case’s members and brand’s owner are empirical analysis of customer requirement and brand technology requirement respectively. The interview content shows the priority selection for customers to check, and questionaires provides the HOQ of this model with the weight basis. Finally, it’s proved that the re-designed HOQ based on the quality management field are feasible and useful model.