臺灣博碩士論文加值系統

產品的推陳出新使得企業面臨更激烈的挑戰與威脅；而受到製造技術的快速
發展以及市場全球化等因素的影響，企業唯有持續不斷的創新，才能適應外在環
境的變化。因此，對企業來說，產品持續的更新使能符合市場需求，是企業求生
存與成長的必要條件。禮贈品是以流行為導向的產業，禮品業需掌握產品的流行
性，積極創新設計研發個性化產品來吸引消費者的眼光。本研究主要以禮贈品業
為研究範圍，探討禮品創新設計方面的兩個重要議題：(一) 禮品創新設計中主要
的影響因子；(二) 影響因子中其重要性與績效的關係。研究範圍主要針對禮品
業做探討，研究對象鎖定以F 公司的下游廠商（經銷商）為研究對象，採問卷調
查方式，分析工具為重要性與績效分析(Importance and Performance Analysis,
IPA)。資料分析結果發現:(一) 落於A 象限者有實用性、產地、品牌、服務和環
保，這一項線索表示可能原因是在這五大項目能有很大的改善空間，是經銷商認
為很重要，但目前的表現績效並不理想；(二) 落於B 象限者有包裝、色彩、品
質，這一項線索表示的意義是經銷商認為很重要，表現績效也很高，由此可見，
產品達到一定程度，可繼續維持；(三) 落於C 象限者有價值感、風格、感受、
價格、獨特性，這一項線索表示的意義是經銷商認為不很重要，且績效表現並不
理想；(四) 落於D 象限者有功能性、外觀、科技性、形象，這一項線索表示的
意義是經銷商認為不很重要，但經研究分析結果所呈現，這些因子表現出的績效
很理想。

The modern enterprises are facing increasingly intense challenges and threats due
to continuous product innovation competition. The rapid development of
manufacturing technology and the global marketing needs are also the key issues that
enterprises have to deal with for their successes. In consequence, continuous product
innovation is the only way that an enterprise can survive. The gift-giving product is a
popularity-oriented industry. It is necessary for a gift-giving product to maintain its
popularity and develop more personalized products to attract consumers’ attention.
Therefore, opinions from gift-giving product retailers who are the first contactors of
customers would be quite valuable to the product design. For the case company (F
Company) in the gift-giving product industry, the thesis conducts an empirical study
for two major issues: (1) the key factors of gift-giving product design, and (2)
relationships between importance and performance for the key factors. The study
population is framed within the retailers of the F Company. Questionnaire is designed
to collect data and importance-performance analysis (IPA) technique is used to analyze
the collected data. Research results indicate that: (1) The factors that retailers regard
important, but low performance are practicability, origin, brand, service and
environmental protection who have more space to be improved. (2) The factors that are
regarded as both important and high performance are packaging, color and quality. (3)
The retailers indicate that sense of the value, styles, feeling, price, and uniqueness are
neither important nor good performance, indicating that the F Company may pay less
attention to them. (4) The retailers do not give high importance to functionality,
appearance, technology, and image. However, they show high performance, implying
that F Company has already done well for these factors and should put more efforts on
other ones (e.g., brand, practicability). Discussion and implications are also addressed.

中文摘要.......................................................... I
英文摘要..........................................................II
目錄..............................................................III
表目錄............................................................ V
圖目錄............................................................VI
第一章 緒論
第一節 研究背景與動機......................................1
第二節 研究目的............................................2
第三節 研究流程............................................3
第四節 研究範圍............................................4
第二章 文獻探討
第一節 禮贈品的沿史........................................5
第二節 禮贈品行銷通路與行為動機論述........................9
第三節 產品創新的定義與類型............................... 12
第四節 新產品創新績效..................................... 18
第五節 重要性與績效分析................................... 25
第三章 研究方法
第一節 研究架構........................................... 29
第二節 研究對象........................................... 29
第三節 抽樣方法........................................... 30
第四節 問卷設計........................................... 30
第四章 資料分析與討論
第一節 個案公司介紹....................................... 31
第二節 資料分析........................................... 33
第三節 討論............................................... 40
第五章 結論與建議
第一節 研究貢獻與建議..................................... 43
第二節 研究限制........................................... 43
第三節 未來研究方向....................................... 44
參考文獻......................................................... 45
附錄 問卷內容.............................................. 49

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