由於英語為國際共通語言，因此，英語檢定證照成為企業各界人士所重視的證照之一。在各項英語檢定中，以TOEIC的成長速度最快。傳統書籍、雜誌與補習班教材已不能完全滿足消費者的學習需求，因此，數位學習成為另一項新的選擇。本研究即根據數位學習的特性，以商品企劃7工具(P7)企劃TOEIC數位學習教材以創造顧客價值。本研究採用P7中的訪談調查、意見調查、創意發想法、創意選擇法與聯合分析等工具進行實證研究。經因素分析萃取出四項關鍵企劃因子，透過創意發想法、創意選擇法與聯合分析，發展最適之產品偏好結構依序為「測驗後解題（網路虛擬教室由教師解題）」、「單字卡的提供（依照測驗程度，電腦挑選所需單字卡）」、「教材內容呈現（動態的動畫和音樂教材）」、「口語練習（設計好的網路平台可與真人視訊交談）」、「疑問諮詢（透過網路有教師提供立即的解答諮詢）」，可做為業者在開發相關產品之參考依據。

Under the trend of globalization, English ability has become more and more important in Taiwan. Therefore, the needs to acquire TOEIC certification are increasing. There are lots of TOEIC related materials in the market, such as books, magazines and cram schools. Because of the limitation of those TOEIC related materials, many companies are engaged in developing digital materials of TOEIC in recent years. Under this context, this research is based on Seven Tools for New Product planning method (P7) to explore superior digital materials of TOEIC. In this research, methods of interview, questionnaire investigation, factor analysis, idea stimulating, idea selecting and conjoint analysis are utilized. Based on the results of conjoint analysis, the order for companies to develop the most favorable product attributes and preference are: posttest lecturing (teacher answer questions in the virtual classroom), vocabulary card providing (computer selects vocabulary cards automatically in accordance with test feedback), displays of the digital materials (the content of the teaching material combines with animation and music), oral practicing (internet conferencing), and problem consultation (offer immediate consultation through internet). Our research can be useful references for manufactures while planning and developing TOEIC digital materials.