臺灣博碩士論文加值系統

創新差異，提供消費者獨特價值時，該如何創造高喜好度的差異化略？此研究以下面幾個問題做為研究目的，包含：市場上的產品差異化給與消費者哪些感受與喜好，引起喜好的原因為何?產品設計的元素與手法如何創造高喜好度的獨特差異感受？最後提出產品設計創造高喜好度差異化策略的方法。下面為此研究的三個部分，每一部分分別針對不同的問題做討論，並接續前一部分做更深入的討論：

(1)第一部分；藉由討論差異化不大的家電產業─空氣清淨機，分析其市場上的設計語言與人們喜好程度的關係，來了解在差異廣度較小產品中，是否藏有影響喜好的關鍵因素。相對差異化策略來看，全然追求差異化的產品特徵是否能夠產生高喜好程度的創新？

(2)第二部分：延續第一部分的結論，第二部分將藉由空氣清淨機與室內空間環境組合的實驗，討論整體與局部差異組合的喜好度，並且也初步探討典型、獨特元素分怖於整體、局部之中的比例，是否有喜好程度較高的組合關係？

(3)第三部分：延續第二部分對於整體與局部關係的討論，第三部分將藉由討論差異化中典型與獨特的組成比例與強度，來尋找具有高喜好度的差異化方法；並且也分析其設計元素與手法以做為產品設計執行時的參考。

最後得到兩種創造高喜好度差異化的方法，如下：

(1)為一般所認為的差異化方法，以整體的獨特做為手法，並保留熟悉的整體典型感受，與The Wundt Curve的理論接近。

(2)並非要使用全然的差異化來創造差異化感受，也可以藉由部分的獨特設計元素來達成，而這種類型的差異化方式，以整體典型中比較出來的獨特元素能得到較高的喜好度，因此在設計手法上，產品主體以簡單、現代的典型做為依據，並創造局部的差異、獨特，藉由部分獨特處來創造高喜好度的差異化感受。

While providing unique value for consumers by differentiation strategy and product innovation, we will meet the question how to create differentiation strategy with high preference? Therefore, this research tries to discuss this issue and answer the related questions included: How are the feeling and preference of consumers from the different products on the market. What the reasons or design elements can lead differentiation strategy with high preference? And finally, this research will propose the way to create high preference by differentiation strategy. The following three parts states the process of this research:
First part: This research will investigate and analyze present design language of “air purifiers” on the market to figure out the relation between design language and the preference of people. And in this part of research, I will also find whether only high difference could cause high preference.
Second part: Continuing the result of first part, in the second part, this research will survey the preference between two kinds of language difference which is the combination of whole language difference and partial language difference. Furthermore, I will simply look into the scale of the typical and unique elements to know the reason of creating high preference.
Third part: Continuing the result of second part, in the third part, I will completely focus on the scale and strength of typical and unique composition to seek proper differentiation strategy with high preference. Moreover, this research will analyze the design elements to create reference of product design.
The following two methods describe the final result of this research:
(1)Using the combination of whole unique difference and a little typical feeling can create high preference of differentiation strategy. This theory is similar to “The Wundt Curve” theory.
(2)Product can be designed by partial unique language to create the feeling of difference instead of too many unique elements. With this kind of contrast between whole typicality and partial uniqueness, product can have high preference. Therefore, product can be designed by simply and modern typicality on main body and using partial difference and uniqueness to create high preference of difference.

一、前言
1-1研究動機與目的
1-2研究範圍與方法
1-3名詞解釋

二、文獻
2-1產品進入市場的策略
2-2產品創新與品牌
2-3大腦與大腦中的獨特
2-3.1大腦的工作原理與特徵
2-3.2大腦中的獨特
2-3.3典型與原有記憶序列
2-4產品語意
2-5設計格式分析
2-6視覺與視覺感受

三、初步探討(第一部分研究)
3-1前言與問題
3-2研究的範圍與方法
3-3樣本挑選與訪問
3-4實驗方式
3-5實驗結果
3-5.1空氣清淨機的感性意象分佈與設計手法討論
3-5.2空氣清淨機的感性意象分佈與喜好度關係小結
3-5.3獨特與喜好關係
3-5.4語意衝突的案例
3-5.5設計格式分析(Design Format Analysis)
3-6第一部分研究總結

四、第二部分研究
4-1前言與問題
4-2研究方式與樣本收集
4-3實驗方式
4-4實驗結果
4-5第二部分研究總結

五、第三部分研究
5-1前言與問題
5-2樣本與研究方法
5-3實驗結果
5-3.1整體喜好度與部分獨特處喜好度之相關性
5-3.2整體典型獨特、部分典型獨特與整體喜好度的關係
5-3.3分析典型、獨特的組成比例
5-3.4設計元素擷取
5-3.5設計格式分析
5-3.6意識性視覺動線追蹤分析
5-4第三部分研究總結

六、概念理論方法化總結

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