창업 벤처기업의 제품 경쟁력 향상을 위한 집중개선요소 도출에 관한 연구 : A사의 Digital X-ray 제품을 중심으로

Abstract

Recently, the start-up venture company A, which manufactures and sells digital X-ray, has become more severe in its business environment due to the increase in new entrants and intensified price competition. and new competition strategies are required. Thus, in this research, we investigated the degree of customer satisfaction of A company’s products currently on sale and the importance for decision making of purchase, and derived resonable concentration improvement factors. This study progressed to three steps. First, Step Ⅰ extracted a suggestion through an analysis of internal and external environments, and presented strategic directions. In Step Ⅱ, a questionnaire evaluation factor was selected through prior documents and deep interviews, and we carried out an empirical investigation. Since then, the degree of importance and satisfaction are calculated based on the collected questionnaire results, and concentration improvement factors were derived through quadrant analysis. Finally Step Ⅲ presented detailed implementation tasks of the derived improvement factors. As a result of the research, No.2(reliability) and No.5(battery capacity) are top priority factors to be improved. Therefore, as a detailed implementation task of No.2, design improvement must precede from the development stage toughness design and FMEA(Failure Mode and Effect Analysis) for improving reliability. In addition, No.5 presented a plan to extend the use time to improve consumption strategies, such as changing circuits, changing parts, and changing driving algorithms, while maintaining existing batteries. In this study, we gained more accurate understanding of users’ needs by deriving improvements and supplements that can be applied to practice using Kano model. And this will be useful as a tool to drive the attractive needs in initial stage of planning new product development in the future study.