隨著產品生命週期越來越短，新產品開發（NPD）的需求也越來越多。然而，成功的產品推出對大多數公司來說仍然是一個挑戰。推出成功的產品涉及到客戶的需求和技術可行性，以實現公司的營銷目標。因此，採用結構化的方法來推出新產品，這是非常重要的，這種新產品可能導致徒勞無益的努力。質量屋（HOQ）和質量功能部署（QFD）的規劃模式經常被組織用於新產品規劃和開發。本論文提出了QFD與客戶之聲（VoC）相結合的綜合模式。本案例研究旨在分析成功推出非常受歡迎的自行車訓練器所涉及的技術和程序，首先是使用VoC和QFD車型。本論文對QFD功能的分析以及該理論模型適用於台灣自行車公司提供管理影響的實際應用的方法進行了總結。

As product lifespans are getting shorter and shorter, need for new product development (NPD) has escalated. However, successful product launch has remained a challenge to most companies. Launching a successful product involves combining customer’s need and technical feasibility to realize the marketing goals of a company. Thus, it is of supreme importance to have a structured methodology to launch a new product failing which, can result in a futile and expensive endeavor. The planning model of House of Quality (HOQ) and quality function deployment (QFD) is often used by organizations for new product planning and development. This thesis proposes an integrated model combining QFD and Voice of Customer (VoC). This case study aims to analyze the techniques and procedures involved in the successful launching of a very popular bicycle trainer, which is first if its kind using the VoC and QFD models. This thesis concludes with the analysis of the functioning of QFD and the method by which this theoretical model is adapted for practical use by a Taiwan based bicycle company providing managerial implications.

TABLE OF CONTENTS
ABSTRACT ii
ACKNOWLEDGEMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1 1
INTRODUCTION 1
1.1 Background of investigating company (Company G) 1
1.2 Research Motivation 3
CHAPTER 2 5
LITERATURE REVIEW 5
2.1 New Product Development 5
2.2 Quality Function Deployment 6
2.3 Voice of Customer (VoC) 10
CHAPTER 3 12
RESEARCH METHODS 12
3.1 Research Materials 12
3.2 Data collection procedure 12
3.3 Data Analysis 13
CHAPTER 4 15
RESULTS (CASE STUDY) 15
4.1 Industry standards and technical specifications of bicycle trainers. 15
4.2 Marketing strategies, analysis and insight of Company G’s power bicycle trainer 18
4.3 House of Quality (HOQ) for Company G’s bicycle trainer 23
4.5 Analyzing VoC for company G’s bicycle trainer. 26
4.6 Translation of VoC 28
4.7 Analysis of DFD for Company G’s bicycle trainer. 32
CHAPTER 5 37
CONCLUSION AND LIMITATIONS 37
REFERENCES 39
Appendix 41

REFERENCES
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Websites

16. http://www.bicycling.com/bikes-gear/how-to-choose-an-indoor-bike-trainer

17. http://heavy.com/tech/2015/09/best-fluid-indoor-bike-bicycle-resistance-trainer-stand-rollers-cycleops-reviews-amazon/

18. http://road.cc/content/buyers-guide/217308-17-best-turbo-trainers-and-rollers-%E2%80%94-smart-and-traditional-home-trainers