大量客製化設計品質管理機制之探討-以D公司為例

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徐錦祥(Chin-Hsiang Hsu) 查詢紙本館藏

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高階主管企管碩士班

論文名稱

大量客製化設計品質管理機制之探討-以D公司為例
(Study of Design Quality Control Mechanism of Mass Customization— Case Study of D Company)

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摘要(中)

設計/研發問題之考量，不僅是技術問題，也是制度、組織及管理問題，需經通盤考量，才能獲得徹底解決。散熱風扇產品要如何配合公司的經營策略，重新檢視與調整設計品質管理機制，讓客戶對產品或服務覺得「物超所值」，並發揮「創造價值」的綜效是本研究的基本動機。本研究之目的乃針對台灣散熱風扇業特性，探討如何運用權變理論的觀點，來選擇合適的設計品質管理機制，以發揮最大的綜效，及滿足各市場對風扇設計品質與服務的要求；並且以個案D公司的實際運作為例來評估與建議，應該增添那些管理機制，及何種管理機制是最易成功，且最適合台灣散熱風扇業廠商。本研究採用質性研究法，透過次級資料之蒐集分析與個案深度訪談的方式來進行。本研究選擇之個案研究對象D公司，多年來一直以創新、品質及快速服務獲得顧客的滿意與肯定，這也是D公司市場佔有率及營運持續成長的主要原因。D公司能成為散熱風扇世界第一的領導廠商，設計品質管理機制應該有值得台灣散熱風扇業者來探討與學習的地方，因此深具研究價值。本研究的架構建立，首先採用Porter (1980)的外部環境分析工具進行散熱風扇的產業環境分析，再探討個案D公司內部的環境分析，並做出個案公司的SWOT分析。其次本研究參考Kotler & Keller (2006)大量客製化(mass customization)的觀念，探討個案公司散熱風扇於PC市場應用領域的設計品質管理機制，最後，本研究歸納出個案D公司的關鍵成功因素。
研究結論發現個案D公司高階主管的領導風格與展現的管理績效，與Fiedler (1967)所提出的權變理論有很多不謀而合之處。D公司這種大量客製化的設計品質管理機制的運作模式與 Partanen & Haapasalo (2004)大量客製化主要的做法的觀點非常相似。具體而言，個案D公司的運作模式可以成功推動的關鍵成功因素，可歸納以下四點：堅持顧客導向的設計品質原則；發揮專案團隊合作的綜效運作；高階主管的重視與積極參與、完善的資訊技術應用層面與廣度。
綜合整體而言，本研究發現無論是在設計品質管理上，還是在行銷上，其實顧客導向的觀念與運作模式是很重要的，而且個案D公司雖然是成效良好，但是未來大量客製化是發展的主流趨勢，散熱風扇的發展與其他電子業一樣是競爭激烈的，利潤勢必愈來愈薄，而其將來的發展仍然是以顧客導向與滿足顧客需求為主。

摘要(英)

Design R&D considerations are not only technical issues, but also issues regarding systems, organizations and management, which can be completely solved by comprehensive considerations. The study intends to explore how to cooperate with company’s management strategies to review and adjust design quality management mechanisms for fan cooler products, so that customers will feel that the products or services have “extra value”, and hence the synergy of “value creation” will be exerted. Aiming at the characteristics of the fan cooler industry in Taiwan, the study wants to explore how to use the perspective of Contingency Theory to choose a suitable design quality management mechanism to exert the greatest synergy and satisfy every market’s need for fan cooler design quality and services. Also, the study makes assessments and suggestions based on the real operations of D Company, to explore what management mechanism should be added, and what management mechanism is easiest to use and most suitable for fan cooler vendors in Taiwan.
The study conducts qualitative research through of literature search and analyses and in-depth interviews. A case study was made of D Company, which has earned customer satisfaction and recognition for its innovation, quality and fast service for many years— also the main reasons D Company has had continuous growth in its market share and operations. D Company is the leading vendor of fan coolers in the world. Its design quality control mechanism deserves Taiwan’s fan cooler manufacturers’ interest and study; therefore, it is worthy of being investigated. The study first adopts Porter’s (1980) External Environment Analysis Tool to conduct an analysis of the fan cooler industry. Then, an internal environment analysis and a SWOT analysis of D Company is performed. Second, referring to Kotler & Keller’s (2006) concept of “mass customization”, the study explores the case company’s design quality control mechanism for fan coolers in the application domain of the PC market. Finally, the study induces the key factors in the success of D Company.
The study results have found: the leadership styles of D Company’s high-level supervisors and management show similarities with the Contingency Theory proposed by Fiedler (1967). D Company’s operational model for design quality control mechanism of mass customization is similar to the main perspective of Partanen & Haapasalo’s approach to mass customization. Concretely speaking, the following four points are the key factors in the success of D Company’s operational model: Insistence on customer-oriented design quality; exertion of synergistic operations through project teamwork; high-level supervisors’ emphasis and active participation; and perfect level and scope of information technology applications.
To sum up, this study has found: no matter whether in design quality management or marketing, customer-oriented concepts and operational models are very important. D Company is effective; however, mass customization will be the mainstream in future developments. In the future, the development of the fan cooler will be as keen and fierce as other electronic industries, and profit margins will be thinner. Future developments will still be customer-oriented to satisfy customer needs.

關鍵字(中)

★ 大量客製化
★ 設計品質管理
★ 關鍵成功因素

關鍵字(英)

★ Key Success Factor
★ Mass Customization
★ Design Quality Management

論文目次

第一章緒論....................................................1
第一節研究背景與動機..........................................1
第二節研究目的................................................5
第三節研究流程................................................6
第二章文獻探討................................................7
第一節外部環境分析.................... ...............................7
第二節大量客製化.................. ................................20
第三節關鍵成功因素....................... ..........................30
第三章研究方法...................................................38
第一節研究架構.................................................38
第二節研究方法.................................................39
第三節研究對象.................................................40
第四章個案分析..................................................42
第一節外部環境分析.......................................42
第二節內部環境分析.......................................62
第三節大量客製化的設計品質管理機制.....................77
第四節個案公司關鍵的成功因素.............................93
第五章結論與建議................................................95
第一節結論................................................95
第二節建議................................................98
第三節研究限制................................................99
參考文獻...................................................101
中文部份.......................................................101
英文部分...........................................................102
網站部份................................................... ......... 107

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指導教授

李小梅

審核日期

2010-1-6

推文