品質機能展開（QFD）於產品設計之應用研究——以臺灣機車為例

An Application of Quality Function Deployment in Product Design~With Motorcycle in Taiwan as Example

機車產品在台灣地區每年皆有百萬輛以上銷售量，各廠家也相繼投入新機型設計研發行列，其市場競爭趨於激烈。在消費多樣化的競爭激烈市場上，要有效掌握設計方向，了解消費者行為是新機型設計及行銷策略擬定之必備資料。因此，本研究透過探討消費者行為及其所能影響消費者選購機車的因素，並結合與運用「品質機能展開」（Quality Function Deployment，簡稱Q. F. D.）方法以建構機車設計研發之主要考量要素。本研究採行之方法先對消費者行為相關理論及消費者在機車產品選購時之影響要素做一探討，再根據所得結果應用QFD方法，並以個案導入研究中，將產品設計要項具體化與體系化，所得結果不但可以做為產品設計方針之依據與規範，亦是建立行銷策略之重要參考資訊。

Motorcycle industry has more than million sales every year in Taiwan. Every motorcycle manufacturer actively develops new products and causes whole motorcycle market more competitive. In order to meet various consumers under the competitive market and effectively control design direction, understanding consumer behavior becomes important and necessary information for new model design and marketing strategy setting. Therefore, the purpose of this study is to establish main considerable factors for motorcycle design and development through the research of consumer behavior and utilization of quality function deployment （QFD）. The methodology adopted in the study is to analyze the consumer behavior and the affective elements of selecting motorcycle products from consumers in the beginning. Then, according to the results of analysis, this study applies and integrates QFD method into PGO motorcycle case study to make design factors more concrete, systematic and quantitative. As a result of this study, it provides not only the guidance and direction for product design and development but also the important information for establishing marketing strategy.