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研究生:吳啟絹
研究生(外文):Wu, Chih-chuang
論文名稱: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
論文名稱(外文):A Study on the Difference between the Manufacturing Performance Criteria and Consumer Need Perception --- with PC Product as Example
指導教授:葉焜煌葉焜煌引用關係
指導教授(外文):Kun-huang Yeh
學位類別:碩士
校院名稱:大同工學院
系所名稱:事業經營學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:63
中文關鍵詞:績效準則知覺差異製造績效
外文關鍵詞:performance criteriaperceptionmanufacturing performance
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廠商績效準則與顧客需求知覺之差異研究--以個人電腦為例指導教授 葉
焜煌研究生 吳啟絹大同工學院事業經營研究所八十五學年度第二學期
碩士論文摘要 隨著競爭環境的改變,消費者個人主義的抬頭,在在都
促使各廠商重新檢討他們與顧客的關係。結果能滿足顧客的產品特性,自
然成為最佳的競爭武器;為了讓顧客百分之百的滿意,就必須回應顧客的
需求。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,但事實上廠商所製造的產品不一定符合顧客的需要。
故本研究嘗試去了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,了解其高階主管對競爭準則的知覺;並
以四所大學與個人電腦使用有關之500名大學生為例,了解消費者對購買
電腦之需求準則的差異。經由平均數比較、平均數配對差檢定(Paired-
difference test)與集群之分析,了解廠商與消費者對競爭準則的知覺差
異,以及了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知覺並無顯著差異;但就個別準則來說,在品質
、交期與彈性上並無顯著的差異,只有在成本(價格)方面,廠商和消費者
之間卻有顯著差異。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. 以集群分析,將受訪消費者分成三
群,各群重視的準則次序分別是:第一群最重視價格,其次是彈性,而對
品質與交期之重視程度無顯著不同;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。

A Study on the Difference between the Manufacturing Performance
Criteria and Consumer Need Perception---with PC Product as An
ExampleAdvisor: Prof. Kun-huang YehStudent: Chih-chuang WuTATUNG
INSTITUTE OF TECHNOLOGYGRADUATE SCHOOL OF MANAGEMENTMASTER
THESISJUNE 1997ABSTRACT How to satisfy customers' needs,
especially in a fiercely competitive market, has been an
important challenge for each firm. Because of the change of
environment and the raise of individualism, all manufacturers
re-examine their relationship with their consumers. Therefore,
the products which can satisfy consumers are the best weapons in
the market. In the process of production and selling,
manufacturer always based on their perception of competitive
performance criteria. What manufacturer make may not be the
same as what consumer need. 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 PC maker.
Besides, this study tries to analyze the consumers perception of
purchasing criteria of buying a personal computers through a
survey with 500 college students related the computer using in 4
schools. Through the comparison of mean, paired-difference
test, and cluster analysis, this study identified the perception
difference of competitive criteria between manufacturer and
consumers. The results of this study describe as follows:1. For
all criteria, the mean of firms and the mean of consumers are
not obvious different. For individual criterion, the mean of
quality, delivery, and flexibility are not obvious different.
Only the mean of cost(price) are different significantly between
firms and consumers.2. The priority of the four competitive
criteria for firm and consumers are pretty different. Quality
is the most important criterion to firms. Cost(price),
delivery, and flexibility are less important than quality. On
the contrary, cost(price) are the most important criterion to
consumers. However, delivery and flexibility are less important
than cost(price) and quality.3. Cluster analysis reveals three
distinct groups of consumers. In the first group, cost(price)
is the most important criterion, flexibility is the second.
Quality and delivery are less important. 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 its target market and satisfy the needs of those
consumers. Then firms can adopt the entry or exist strategies
to other market segment.

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