| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 96 === Improving city traffic problems has been an important issue of local government. And to each citizen in the city, enhancing the wiliness of taking public transportation is an efficient way to solve the traffic problems. With regarding to the research of enhancing the wiliness of taking public transportation. After confirming the design of questionnaire, most researchers would have another survey to the consumers with the formal questionnaire, in order to make sure what kinds of service the consumers really want. But this research style has it’s restrict. Researchers can only understand how the consumers feel about the present service, but they don’t provide the services which could be made sure and feel impressed or moved by the consumers.
By Seven Tools for New Product Planning (P7), this research tries to plan and study new service of Taichung U-bus. The whole research process includes the interview investigation, opinions survey and factor analysis at first. Second, moreover, providing possible creative solving project. In second stage of the research process, also providing the creative comment, selection, and conjoint analysis which are all based on the consumers’ opinions. After all the processes above, this study can have an idea about how the consumers feel about the city bus. And it is in the basis of understanding the consumers’ comments, tries to plan a new service of city bus, which can make the consumers be touched and impressed.
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