運用社會學想像與人物描繪法進行市場導向新產品開發──以入境旅遊產品為例

Sociological Imagination and Persona to Market Orientation of New Products Development ― A Case Study of Inbound Tourism Products

從顧客需求的角度來開發新產品一直是行銷的重要課題，但是傳統上用來理解顧客需求的方式或工具，如：焦點團體或消費者問卷的方式等，在面對身處國外的入境旅遊商品購買顧客時，卻有其實務上的限制。本研究導入「社會學想像」與「 人物描繪法」等工具進行入境旅遊商品開發，此方法的主要目的在於幫助產品開發人員在進行產品設計初期，可以採用更貼近目標客群的思考模式來發現目標客戶的可能需求，進而設計出符合目標客群需求及價值主張的產品。本研究透過準實驗設計的過程，提供旅遊商品開發人員關於目標客群的各項資訊後，要求產品開發人員據此設計旅遊商品，並對此一方法進行回饋。研究發現導入社會學想像與人物描繪法之後，可以促使產品開發人員突破既有的設計模式，有機會開發出具創意與更符合目標客戶的旅遊商品。

From the perspective of customer needs to develop new products has been an important topic of marketing, but the traditional way to understand customer needs or tools, such as: focus groups, or the way of the questionnaire, etc. to be in the face of foreign inbound tourism product purchase customers, there are restrictions on their practice. This study using 'sociological imagination' and 'persona' to developing inbound tourism product, the main purpose of this approach is to help product developers during the early stages of product design, can be used closer to the target customers of thinking to discover the likely demand of target customers, and thus designed to meet the needs of target customers and the value proposition of the product. This study through the process of quasi-experimental design, after providing the information about the target customers for tourism product developer, we asking developer accordance with this development method give some feedback. After the study found that the import sociological imagination and persona can promote the product developers to break the existing design patterns, have the opportunity to develop the travel products is more creativity and close to the target customers.