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題 名 | 廠商製造績效準則與顧客需求知覺之差異研究--以個人電腦為例=The Difference between the Manufacturing Performance Criteria and Consumer Need Perception--With the PC as an Example |
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作 者 | 吳啟絹; 葉焜煌; | 書刊名 | 大同學報 |
卷 期 | 27 1997.11[民86.11] |
頁 次 | 頁97-107+311 |
分類號 | 494.566 |
關鍵詞 | 廠商; 製造績效準則; 顧客需求知覺; 個人電腦; 競爭績效準則; |
語 文 | 中文(Chinese) |
中文摘要 | 廠商在產品的產銷過程中,多半訂有其賴以競爭的績效準則,以迎合市場利基的需求;事實上,廠商所提供的產品並不一定符合顧各的需要。故本研究嘗試去瞭解廠商的製造績效準則,與顧客需求認知間的差異。 本研究以一個人電腦製造廠為例,瞭解其高階主管對競爭準則的重要性知覺;並以四所大學與個人電腦使用有關之 500 名大學生為例, 以期瞭解消費者對購買電腦之需求準則的重要性知覺差異。經由平均數比較、平均數配對差檢定與集群分析,瞭解廠商與消費者對競爭準則的知覺差異,以及瞭解廠商對競爭準則之相對重要性的知覺次序,和消費者對需求準則之相對重要性的知覺次序。研究結果如下: (1)就準則整體而言,廠商與消費者對競爭準則的重要性知覺並無顯著差異; 而就個別準則來說,在品質、交期與彈性上也無顯著的差異,只有在成本(價格)方面,廠商和消費者的知覺有顯著差異。 (2)廠商重視四大準則的排序與消費者不同。 廠商最重視品質,其次是成本、交期、彈性;消費者卻最重視價格,其次是品質,而交期與彈性則相對較不重視。 (3)受訪消費者經集群分析分成三群,各群重視的準則次序分別是:第一群最重視價格;第二群則最重視品質,而對價格、交期與彈性之重視程度則無顯著差異;第三群則最重視價格,其次是品質,而對交期與彈性之重視程度則無顯著差異。 為了迎合不同市場區隔之消費者的需求,廠商必須先確定其目標市場,針對首要顧客群的需求加以滿足;其次,再對其他顧客群採取進入或退出的策略。 |
英文摘要 | In the process of production and selling, manufacturers are always based on their perceptio of competitive performance criteria. However, what a manufacturer makes may not be the same as what a consumer needs. Thus this study tries to understand the difference between the manufacturing performance criteria and the consumer need perception. This study conducted a case study on a personal computer manufacturer to analyze the perception of competitive performance criteria in the PC maker. Besides, this study tried to analyze the consumers perception of purchasing criteria of buying a personal computer through a survey of 500 college students involved in the computer using in 4 universities. Through the comparison of mean, paired-difference test, and cluster analysis, this study identified the perception difference of competitive criteria between manufacturers and consumers. The results of this study are described as follows: (1) For all criteria as a whole, there is no difference for the perception of competitive priority between firms and consumers. For individual criterion, however, there is a significantly difference for the cost(price) between firm and consumers; other individual criterion indicated no difference. (2) The priority of the four competitive criteria for firm and consumers are pretty different. Quality is the most important criterion to the firm. Cost (price), delivery, and flexibility are less important than quality. On the contrary, cost (price) is the most important criterion to consumers. However, delivery and flexibility are less important than cost (price) and quality. (3) Cluster analysis identifies three distinct groups of consumers. In the first group, cost (price) is the most important criterion. In the second group, quality is the most important criterion. Cost (price), delivery, and flexibility are less important. In the third group, cost (price) is the most important criterion, and quality is the second one. Delivery and flexibility are less important. In order to meet the different needs of consumers, firms should define their target markets and satisfy the needs of those consumers. Then firms can adopt the entry or withdraw strategies to other market segments. |
本系統中英文摘要資訊取自各篇刊載內容。