The Study of Key Successful Factors in New Product Launch - A Case Study of Fresh Noodle Products

[[abstract]]產品生命週期縮短，使得不斷開發新產品已成為企業持續保有的競爭優勢，然而新產品上市花費龐大資源，一旦上市失敗，往往又會為企業帶來重大損失。因此，如何透過開發新產品上市以獲得良好的績效，已成為最受關切的議題。 本研究為了解陸仕公司冷藏新鮮熟麵市場新產品上市之成功或失敗主要因素，透過個案研究法，以陸仕公司冷藏新鮮熟麵的十二個產品系列做為研究對象，探討新產品從開發到上市的過程。本論文經訪談記錄整理，以及對資料進行分析、歸納，最後分析出冷藏新鮮熟麵的成功或失敗之因素，找出其相同點與相異點，歸納出冷藏新鮮熟麵新產品主要成功因素。藉以整合出有助於日後新產品開發所需注意的關鍵要素，以減少新產品上市失敗的機率。 本研究的結論包括：(一)麵體的創新是產品核心競爭能力；(二)唯有掌握產品本身對顧客的核心價值，才能提出有效的創意；(三)進行消費者測試可以提高新產品成功率；(四)投入行銷廣告資源，塑造領導品牌形象；(五)因應流行趨勢快速開發出消費者所需要的新產品；(六)透過代理商和通路了解現有的消費者。[[abstract]]In order to continuously maintain the competitiveness the enterprise has to keep working on new product development However firms’ new product development cost is likely to be a huge spending and may turn to be a significant loss if the new launch fails How to achieve good performance through new product development thus becomes one of the most important issues for modern enterprises This research is a multiple case study including twelve fresh noodle products launches of Luxe Company The purpose of this study is to find out key success (or failure) factors related to new product lunches One-to-one in-depth interviews are employed to collect data in conjunction with collecting industry and company reports archives etc In addition to analyzing each one of the twelve cases between cases analyses are included in this study as well Finally the major findings of this research are summarized as the followings: 1 The innovation of noodle itself is the base of core competence of new products 2 The effective innovation results from understanding consumer’s core value 3 Customer survey is an important element that contributes to the success of new product 4 The marketing investment of building strong image of the leading brand is necessary 5 It is essential for the company to respond consumers’ needs quickly 6 The company may understand existing consumers better through the assistance of product channel agent