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題 名 | Attractive Quality Creation via the Kano-CKM Model=以Kano-顧客知識管理模型創造魅力產品品質 |
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作 者 | 陳永信; 沙永傑; 楊千慧; | 書刊名 | 品質學報 |
卷 期 | 12:4 民94.12 |
頁 次 | 頁285-298 |
分類號 | 494.56 |
關鍵詞 | Kano魅力商品調查法; 顧客知識管理; 市場區隔; Kano's method; Customer knowledge management; Data mining; Market segmentation; |
語 文 | 英文(English) |
中文摘要 | 現今數位經濟中,企業期望運用知識的力量來促進組織效率效能,強化創新,以獲致經營成功,亦即把知識轉換成有用的產品及服務。創新性產品攸關公司營運成效,必須實施顧客知識管理來暸解顧客對產品功能的需求及評價,因為若不具備有魅力的品質,任何創新性產品都很難在市場上立足。知識管理領域中重要的工作就是把隱性知識轉換成顯性知識。資料探勘法已被視為知識發現的有效工具,然而學者們仍然倡導應該導入心理學要素來提升資料探勘的效能。為了達到上述目的,除了利用網際網路透過顧客關係管理系統來做線上市場調查之外,還可運用有名的Kano魅力商品調查法來萃取顧客知識,協助新產品開發時創造魅力品質元素。本文延續作者先前之Kano-顧客知識管理模型研究,再比較兩種資料探勘方法如何用於創新性產品開發案顧客知識管理,並以個案研究數據印證這兩種資料探勘方法獲取顧客知識之結果。 |
英文摘要 | To cope with increasingly intensive business competition, most of companies anticipate that the pursuit of knowledge enables gaining competitive advantage in organizational efficiency and effectiveness, product innovation as well as market success, by managing the knowledge and converting it into useful product and services. Therefore, it is recognized that the implementation of knowledge management supports a company in developing innovative products and making critical management strategic decisions. Innovative product play an important role of enhancing company’s competitive advantage for business success, and the advanced features delivered by high technologies indeed offer certain benefits to customer though, the accompanying application complexities and cost mark-up could offset customers’ perceived value against the purchase intension of the product. Hence, to elaborate the management of customer knowledge on how they evaluate the innovative product and how much they need the delivered features becomes an imperative issue. As without attractive quality, any innovative product will hardly hold a strong position in marketplace or market viability, not to mention the business excellence. In knowledge management domain, an important task is the conversion of tacit knowledge into explicit knowledge. Data mining technique has been recognized as a useful approach in knowledge discovery, nevertheless researchers still urge on improving its effectiveness by employing psychological element and human data rather than transactional data. To do so, the well-established Kano’s Method also comes up to the demand on extracting customer knowledge for attractive quality creation in new product development. As a consequence, this article extends the outcome of a previous research on a proposed Kano-CKM model, to compare the results of two different approaches of data mining. Data set obtained from an industrial level case study is used to depict how each approach may render insight on customer knowledge from different aspect. |
本系統中英文摘要資訊取自各篇刊載內容。