網路討論區對於企業新產品開發的影響--以A牌手機為例

Abstract

國內手機市場趨近飽和，並且手機品牌百家爭鳴，手機成為變化快速、產品生命週期短暫的消費性電子產品。而國內自有品牌手機市佔率低，台灣手機廠商較欠缺行銷研究能力，如何了解消費者的喜好，推出符合消費者需求的新手機，近而提升市場佔有率，是急需解決之課題。但對於企業而言，以往為了了解消費者需要耗費許多成本，但效果卻不佳。而網際網路興起，消費者有了一個新的產品資訊交流管道。並且隨著上網的人口越來越多，網路上網友的意見也漸漸被重視。目前針對這些網路上的顧客意見的研究多著重在「消費者面」，甚少研究是針對網路上的顧客意見對「企業面」的影響。 本研究進一步探討在如此競爭激烈的台灣手機市場，國內廠商開發新手機時，如何利用新興的網路討論區中顧客之意見，作為新手機產品之開發與改良之參考。透過實際分析討論區文章內容，以及針對A公司人員的深度訪談後發現，網路討論區確實能夠提供企業在產品改良或創新上有用的資訊，並且網路中的意見可以反映出絕大部份功能屬性改良後的效果。此外本研究也歸納出企業如何篩選這些網路上的意見，以及用網路討論區之文章代表顧客意見的特色及優缺點，並提出實務上的建議提供企業參考。

The growth rate of mobile phone market in Taiwan has slowed down, and the amount of mobile phone brands is numerous. These factors make mobile phones become changeful and short-lived consumer products. The market share of Taiwan mobile phone brands is quite low. The main reason may be that the domestic brands lack the ability of marketing research. Therefore, to catch on the preferences of consumers and provide the mobile phones accordingly are the most important issues to Taiwan mobile companies. However, it often cost firms a lot to know the customers, but the effect was often undesirable in the past. As the emergence of Internet, there is a new channel for consumers to share product information. And these online opinions are more and more valued due to the increasing Internet penetration. Nevertheless, most researches focus on the “consumer” aspect nowadays; there are rare researches highlighting how these opinions affect the “business” side. The purpose of this article is to investigate how the online comments affect domestic mobile phone company when developing new products. Through content analysis and interviewing the employee of A company, the result shows that online opinions indeed offer companies some valuable information about new product development, and they can also reflect the effect of most refined attributes. In addition, this study also generalizes the rules and consideration factors that A company use to sift these online opinions. Finally, this article summarizes the characteristics, strength and limits of the utilization of online opinions, and addresses some practical suggestions.