臺灣博碩士論文加值系統

現代化的企業面臨了快速變遷的環境，必須快速的成長及轉型，並且不斷的在產品與服務上推陳出新。競爭激烈的環境中，產品生命週期一再縮短，因此不斷地創新才是維持企業競爭力的重要因素，因此我們從新產品的定義與新產品開發分類流程來探討。新產品發展管理對企業的生存與發展影響很大。消費者購買習慣不斷在改變，而且改變的速度非常快，嘗新試鮮的心理愈來愈顯著，以致品牌忠誠度有逐漸降低的現象。飲料產業變化快速，產品壽命週期逐漸縮短，為使公司能繼續提高營運獲利空間，所以開發新產品並研究如何打入市場，對企業主來講，就顯得特別重要了。
本研究將兼採行下列方法包括文獻分析法、調查研究分析法及深度訪談等種方法來探討飲料新產品進入市場之相關因素。本研究問卷的發放採隨機抽樣、調查與蒐集在雲、嘉地區，共發放300份，回收240份，因問卷填寫許多受訪者漏填，最後取出有效問卷130份做資料分析。
研究發現對於消費者，我們需先了解消費者文化，在以此去暸解消費者所需，進行市場調查在此可以使用試喝產品，讓消費者了解此產品特色。我們可以利用多入包裝或搭配贈品，增加消費者購買意願刺激買氣，產品可以達到行銷的效果，讓消費者與廠商之間得到互利的價值。多了解各家廠商新產品上市的趨勢與行銷的策略達到知己知彼的效果，能得到競爭的優勢透過藝人代言，增加產品的曝光率，得到廣告效益。

Modern enterprises face the fast-moving environment. They must grow up fast, transform quickly, and provide innovative products and service. In such competing surroundings, the life cycle of products shortens sharply, so the innovation and the invention are the main factors that maintain the enterprise competitiveness. The management of new products affects the survival and development of the business. Besides, the consumer behaviors change a lot, and they tend to try new things, leading to the decrease of brand loyalty. Therefore, it is crucial for an enterprise to survey and decide how to develop new products to boom the profit.
This present study adopted the methods of literature review, survey, and deep interview to explore the factors of the promotion of new products. The questionnaires were randomly distributed in some areas of Yunlin and Chiayi. One hundred and thirty questionnaires were collected and analyzed.
The results showed that the consumer behaviors must be understood prior to promoting new products. Testers were also needed to make customers realize much on the products. Multiple-package or premium-enclosure was useful to stimulate the purchase willingness. In addition, knowing the marketing strategies of other components could help adjust the enforcing ones. If the products can be sponsored by famous performing artists, the exposure frequency of products must be increased and the commercial benefit results must be gained.

第壹章 緒論
第一節研究背景 ……………………………………………………………01
第二節研究動機與目的 ……………………………………………………01
第三節研究流程與架構 ……………………………………………………02
第四節¬¬¬¬¬¬¬研究方法 ……………………………………………………………05
第五節名詞定義與解釋 ……………………………………………………05
第貳章 文獻探討
第一節新產品之定義與分類 ………………………………………………09
第二節消費者購買行為 ……………………………………………………14
第三節飲品市場之行銷與經營策略 ………………………………………15
第四節飲料產業特徵與飲料產品類別 ……………………………………17
第五節購買意願之定義 ……………………………………………………18
第參章 標準化開放式訪談之建構與分析
第一節個案公司(A公司)之介紹 …………………………………………21
第二節訪談過程實錄與結果 ………………………………………………24
第三節小結 …………………………………………………………………29
第肆章 資料分析
第一節問卷設計及研究對象¬¬¬ ………………………………………………31
第二節問卷回收統計分析 …………………………………………………31
第三節研究各構面之信度分析………………………………………………34
第四節各構面之因素分析……………………………………………………35
第伍章 結論與建議
第一節研究結論………………………………………………………………37
第二節建議……………………………………………………………………38
第三節後續研究建議…………………………………………………………38
參考文獻¬¬ ……………………………………………………………………39
附錄(一)
消費者對飲料市場新產品開發購買意願之研究調查問卷…………………43
附錄(二)
訪談預設之問題 ……………………………………………………………46



























表目錄
2.1新產品的分類-技術水準與市場新奇度觀點……………………………11
2.2各學者對新產品開發之分類 ……………………………………………13
2.3消費者分為五群之特性表 ………………………………………………15
3.1 A公司成長史 ……………………………………………………………22
4.1基本資料統計表 …………………………………………………………31
4.2消費文化環境(A)之平均數排列…………………………………………32
4.3消費社會環境(B)之平均數排列…………………………………………33
4.4消費者個人特徵(C)之平均數排列………………………………………33
4.5消費者心理層次(D)之平均數排列………………………………………34
4.6各構面之信度分析 ………………………………………………………34
4.7消費者購買行為因素分析 ………………………………………………35

















圖目錄
1.1本研究流程圖 ……………………………………………………………03
1.2本研究架構 ………………………………………………………………04
2.1新產品分類方式-創新觀點………………………………………………12
2.2同心圓行銷管理 …………………………………………………………16

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