| Summary: | 碩士 === 實踐大學 === 產品與建築設計研究所 === 94 === Design not only shows the value of product outward appearance modeling but also reveals the connotation and the energy of product development and business planning. This research aimed on exploring the product developing procedure for city bike from the perspective of the customer value confirmation model proposed by Woodruff & Gardial (1996). Product prototype and its series were defined according to the preference patterns and product value obtained with different life styles of city mobility.
City mobility life style was characterized by Activity Interest Opinion (A.I.O) life style framework (Wind & Green，1978) and consumer’s subjective experience (Michela & Holbrook，2001). The main purpose of the life style classification was to define the marketing segmentation and its corresponding product preference patterns for the specification of city bike prototype. It was hypothesized that the similarity among different life style groups as well as the dissimilarity between groups will be reflected in the preference patterns of the corresponding group relations.
The major research result is in below:
1、 This research is based on the lifestyle of city group, the purpose of using bicycle and the mood of mobility - three kinds of projections to define the Bike life style of Taipei city area group. That includes of (1) Modish – Functional projection, (2) Leisurely – Active projection, (3) Fantastic – Practical projection. Four group characteristics are respectively come out as ‘Functional - Active - Practical’, ‘Modish - Active - Fantastic’, ‘Modish - Active - Practical’ and ‘Functional - Leisurely - Practical’.
2、 The group segmentation essentially is to understand the various group and its corresponding product preference patterns so as to proceed the design strategy of product segmentation. This research mainly is to discuss all and four city Bike groups to the preference model of common similarity and difference of (1) The preference of Bike outward appearance (Sport feeling－Comfort feeling, Luxury－Simplicity) (2) Bicycle functionality: (Riding feeling, Bike performance itself, Service Value). The preference of the Bike outward appearance of Taipei area life group is obtained to: Luxurious vehicle type＞Simple vehicle type, the comfortable vehicle type is simple＞luxurious, the feeling of luxurious vehicle type is sport＞comfort and the sport vehicle type is luxurious＞simple. Taipei area Bike group to the functional preference is obtained in the following: Riding feeling and Bike performance itself is more important than the service value.
By way of this research, the result of product development procedure is: The group of ‘Functional - Active - Practical’ and ‘Modish - Active - Fantastic’ are defined as the target group of City area Bike, and got three kind of prototypes and four kind of series product specification.
3、 This research attempts to proceed an innovative product development procedure; the principle is to add the innovative and versatile research factors into the design research model. Result shows the product preference model and development procedure for city bike life group can generate the target group and potential group. At the same time, target group also reflects product prototype specification is effectively. Thus, this development procedure is really feasible, and can provide the enterprise to develop real products as well as co-setup the market and design strategy as the basis of deployment.
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