| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 97 === In recent years, with the maturity of e-commerce technology, there are more and more online stores. However, each company faces a lack of differentiation. The market tends to intense price competition. In such a setting, this study wishes to use Seven Tools for New Product Planning as research method and framework, the goal of finding consumers’ preference to feature innovative services.
In this study, we used the seven tools of product planning – focus group interview, survey, positioning analysis, creative development, creative choices and conjoint analysis. In the survey, we made 25 descriptions which were based on the contents of interviews to be the framework of the survey. Then, we got two crucial factors of projecting, web shopping information and after-sales service, by a factor analysis. After that, we used regression analysis to get perceptual map and the most optimal projecting direction of the new style service. At the second stage, we used Creative development and Creative choices to connect factors to analyze proportion and sieved out five creations. In the end of the process, we used Conjoint Analysis and orthogonal design to get customers’ proper preference and then explored five kinds of attributes and 10 kinds of standards from the five creations.
The result of conjoint analysis suggests that the order of the most important attributes and weight in the whole are: “Commodity classification style” (31.06%)> “Promotional activities”(28.87%)>“Commodity information presented ” (22.99%)>“Commodity advisory services ” (10.18%)> “Return and exchange service” (6.91%). In the overall statistics, it showed that the optimal combination that the subjects chose were: “Providing live audio-visual display”, “According to customers’ order preferences, Set presentation of commodity classification”, “Collecting returned and exchanged goods through each area stores”, “Providing online real-time expert Q & A by the classification of goods”, “The project of returning price difference to customers if the price is more expensive than others ” Overall, it will be more beneficial for online stores, if the new service demand from this study can be designed deeply and developed well.
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