| 摘要註: |
近年來,台灣製造業在全球化趨勢及新興國家低廉勞工的競爭,業者面臨到毛利下降的嚴峻衝擊及轉型危機。為提高產業附加價值,政府提出「製造業服務化」相關的政策,宣示將以該策略作為我國產業結構優化策略。本研究以自行車產業為例,經由調查顧客對於自行車產業製造業服務化需求的重要度和滿意度,並採用重要度-滿意度分析、品質機能展開(QFD)及折衷排序法(VIKOR) 之分析工具,藉以調整及有效率分配資源,符合顧客期望。本研究所需之資料分別經由顧客問卷和專家問卷之調查而取得,其中,顧客問卷主要調查製造業服務化需求之重要度與滿意度,回收有效樣本223份;而專家問卷主要用於協助中央關係矩陣,此份問卷共回收10位自行車產業之管理者和資深工程師的專家意見。回收的問卷首先經由因素分析方法萃取出製造業服務化六大構面;其次,經由重要度-滿意度二維分析來辨識製造業服務化需求項目位於哪一象限,以提供給自行車業者製造業服務化需求的資源調整之參考,並做為訂定顧客重要度水準提升率的依據;最後利用QFD以及VIKOR的展開計算,確認自行車業者為滿足製造業服務化需求之看法服務系統創新特性的重要度次序。研究結果顯示,經由因素分析萃取出六項製造業服務化需求,包括「基本售後服務」、「產品客製化與延伸保障」、「具廣度的產品內容」、「多元行銷手法」、「運動檢測服務」以及「產品電子化與專屬行程」。其中,「基本售後服務」、「客製化產品製造與延伸保障」與「產品電子化與專屬行程」為顧客重要度較高的前三項需求。進一步採用傳統QFD展開之結果顯示,服務創新特性相對重要度較高前四項為「針對顧客的需求特性,透過行銷活動安排來呈現服務內容」、「導入新的構想或解決問題的新方式」、「採用多元管道傳遞商品和服務訊息」和「運用新技術建立與顧客溝通與諮詢管道」;而若將QFD結合VIKOR之展開結果顯示,重要度最高為「針對顧客的需求特性,透過行銷活動安排來呈現服務內容」、「導入新的構想或解決問題的新方式」和「採用多元管道傳遞商品和服務訊息」最後,透過本研究分析後之結果,提出對於自行車產業導入製造業服務化之管理建議。 Recently, under the globalization trend and the competition of low-cost labor from emerging countries, the Taiwanese manufacturers face rigorous impact of gross profit decrease as well as transition crisis. In order to enhance industry's added value, Taiwanese Government proposed "Servitization of Manufacturing" policy, claiming that it is as the strategy for Taiwanese industrial structure optimization. This study took bicycle industry as the example. Through investigating customers' importance and satisfaction on the demand of bicycle industry's servitization of manufacturing as well as adopting importance-satisfaction analysis, quality function deployment (QFD) and VIKOR, this study is to adjust and effectively allocate resources so as to meet the customers' expectation. The data of this study was collected from customers and professionals response according to their questionnaires. There are a total of 223 valid samples from the customers' response, focusing on the importance of servitization of manufacturing and satisfaction. On the other hand, ten valid responses were collected from managers and engineers of the bicycle industry to facilitate constructing the central relationship matrix. In the analysis, first, the samples were categorized into six facets using factor analysis. Secondly, the importance-satisfaction analysis can distinguish which quadrant the servitization of manufacturing item belongs to. This can not only provide information and reference to the manufactures of bicycle industry but also take it as an evidence of setting customer importance standard enhancing rate. Lastly, QFD and VIKOR are used to calculate the importance priority towards the service and innovation features of bicycle manufacturers' servitization of manufacturing. The results showed that there are six servitization of manufacturing demand items extracted from factor analysis, including "basic after-sale service", "product customization and extended guarantee", "product content with great breadth", "multi-marketing techniques", "motion detection service" and "product electronization and exclusive itinerary". Among them, “basic after-sale service,” “product customization and extended guarantee” and “product electronization and exclusive itinerary” are the top three demands of customers' importance. Results adopting traditional QFD showed that the top four items of service innovation feature's relative importance are “aiming at customers' demand to present service content via marketing activity arrangement,” “introducing new ideas or new methods to solve problems,” “adopting multiple channels to deliver goods and services message” and “applying new technology to establish the channel for customer communication and consulting.” Results combining QFD with VIKOR showed that the highest importance is “aiming at customers' demand to present service content via marketing activity arrangement,” “introducing new ideas or new methods to solve problems,” “adopting multiple channels to deliver goods and services message.” Finally, from the results, this study provided managerial suggestions to the bicycle industry introducing servitization of manufacturing. |