| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 99 === New product development (NPD) used to be one of the key success factors in business. Today, however, a company can survive only if they have a well performed NPD. According to PDMA (USA), only one in seven NPD projects end out commercialized successfully, which indicate the high risk and cost that company takes before the birth of the right new product and lots of prior studies has pointed out the key phase of NPD is fuzzy front end.
Taiwan now experiences low birthrate, urbanization and aging of population, which accelerate the growth of rehabilitation market. Thus, the needs for mobility aids increase dramatically. Taiwan, as one of the biggest traders and manufactories in worldwide mobility equipment market, ironically didn’t pay enough attention on local market.
This thesis dealt the fuzzy front end of NPD with market orientation for Taiwanese wheelchair industry to find more suitable product for physical challenged person. With a focus group, this study first confirms the key segmentation variables and the key factors that affect every user’s decision. Based on these elements, a questionnaire was designed and collected from 154 users. Finally, this survey cross analyzed different needs from different segments and made the finding.
The result of this study shows unsatisfied needs in Taiwan market. Yet, the industry usually drives the NPD on the opposite way. Thus, any company or designer that looking forward to understand the Taiwanese user needs and marketing segmentations of mobility aids could have critical findings from this thesis.
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