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英语翻译
4.Case study
The passenger car represents a typical example
of a mature product.Since there is little to choose
between the features,structures,and materials of
this particular product nowadays,the relative
distinctiveness of the car profile is receiving
increasing emphasis in manufacturers’ marketing
strategies.Therefore,the present study adapted
the case of a car profile to explore the feasibility of
the proposed approach in improving the feeling
quality of an affective product design.
4.1.Target feeling and initial design
The case study assumed that Company A was
conducting a new design project for a passenger
car,which,according to market analysts,was to be
targeted at consumers with the following char-
acteristics:(1) Age 25–30,(2) White-Collar,(3)
Married (for 1–8 years),(4) Parent,and (5) With a
liking for outdoor life.Furthermore,the car was
to simultaneously evoke the following images:
(1) Youthful,(2) Outdoor,and (3) Family.The
target feeling could then be accurately defined in a
feeling domain comprised of three nine-point
image scales,namely ‘‘young2mature’’ (T1),‘‘field2city’’ (T2),‘‘personal2family’’ (T3).
Furthermore,the relative target feeling could be
defined as T(1,2,3) ¼ [2,2,7],as shown in Fig.2.
With these targets in mind,three product designers
were requested to develop appropriate initial
passenger car profile designs (I1,I2,I3).The
corresponding designs are illustrated in Fig.3.
4.2.Taguchi experiment
4.2.1.Control factors
In the present case study,the Taguchi control
factors included the various profile variables of the
passenger car.Most previous car profile studies
have focused upon manufacturing issues,and yield
little in the way of useful information for the
current investigation regarding the impact of a
car’s profile upon consumers’ feelings.Conse-
quently,this study commenced by compiling
profile images of 125 existing passenger cars.
These images were then reviewed with six expertsin the field of car profile design to establish the
profile variables which would most likely influence
consumer feeling.Fig.4 presents the 13 profile
variations and the three corresponding levels
finally selected in accordance with the following
principles:
\x06 The integer of all selected factors must be
capable of explaining most variations in the
passenger car profile.
\x06 The relationship between any two factors must
be independent such that the variation of any
single variable has no influence upon the
variation of the other variables.
\x06 Each factor contains three levels:the maximum
level depends on the maximum parameter of
the 125 original samples,the minimum level
depends on the minimum parameter,and the
middle level represents the average of the
maximum and minimum parameters
4.Case study
The passenger car represents a typical example
of a mature product.Since there is little to choose
between the features,structures,and materials of
this particular product nowadays,the relative
distinctiveness of the car profile is receiving
increasing emphasis in manufacturers’ marketing
strategies.Therefore,the present study adapted
the case of a car profile to explore the feasibility of
the proposed approach in improving the feeling
quality of an affective product design.
4.1.Target feeling and initial design
The case study assumed that Company A was
conducting a new design project for a passenger
car,which,according to market analysts,was to be
targeted at consumers with the following char-
acteristics:(1) Age 25–30,(2) White-Collar,(3)
Married (for 1–8 years),(4) Parent,and (5) With a
liking for outdoor life.Furthermore,the car was
to simultaneously evoke the following images:
(1) Youthful,(2) Outdoor,and (3) Family.The
target feeling could then be accurately defined in a
feeling domain comprised of three nine-point
image scales,namely ‘‘young2mature’’ (T1),‘‘field2city’’ (T2),‘‘personal2family’’ (T3).
Furthermore,the relative target feeling could be
defined as T(1,2,3) ¼ [2,2,7],as shown in Fig.2.
With these targets in mind,three product designers
were requested to develop appropriate initial
passenger car profile designs (I1,I2,I3).The
corresponding designs are illustrated in Fig.3.
4.2.Taguchi experiment
4.2.1.Control factors
In the present case study,the Taguchi control
factors included the various profile variables of the
passenger car.Most previous car profile studies
have focused upon manufacturing issues,and yield
little in the way of useful information for the
current investigation regarding the impact of a
car’s profile upon consumers’ feelings.Conse-
quently,this study commenced by compiling
profile images of 125 existing passenger cars.
These images were then reviewed with six expertsin the field of car profile design to establish the
profile variables which would most likely influence
consumer feeling.Fig.4 presents the 13 profile
variations and the three corresponding levels
finally selected in accordance with the following
principles:
\x06 The integer of all selected factors must be
capable of explaining most variations in the
passenger car profile.
\x06 The relationship between any two factors must
be independent such that the variation of any
single variable has no influence upon the
variation of the other variables.
\x06 Each factor contains three levels:the maximum
level depends on the maximum parameter of
the 125 original samples,the minimum level
depends on the minimum parameter,and the
middle level represents the average of the
maximum and minimum parameters
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