依據美國產品發展與管理學會(Product Development and Management Association , PDMA)的報告中指出,成功的企業 超過50%的銷售是來自於新產品,最成功的甚至超過60%。因此 ,在大多數的產業中,成功的新產品開發與商品化是企業生存 與成長的根本,也代表著競爭的焦點及競爭的潛在來源;而以 消費為主的市場導向商業時代中,企業發展自有品牌及內部設 計企劃組織扮演著決定性的關鍵角色。新產品設計時能事先具 備明確、周詳且完善的品牌策略與設計企劃,可有效的提升整 體專案運作的執行力,亦可增加新產品成功的機率。本研究視 品牌策略為新產品開發案中重要影響因素之一,透過文獻理論 探究與專家訪談法,探討不同品牌策略產生新產品開發過程之 異同,最後提供一導入品牌策略於新產品開發流程的依據,作 為引導、建立及企業實踐創新產品開發的運用。
According to a survey from Product Development and Management Association (PDMA), for in a successful company over 50% of the contribution comes from new products and some even more successful companies exceed over 60%. In the era of consumer-orientation, it is essential for a company to develop its own brand and inner design planning. A comprehensive and accurate brand strategy and design planning can effectively improve the implement and succeed in promotions. This paper considers that the brand strategy takes an important role in new product developing. This thesis will provide information for companies on new product’s lead-in, establishment and development through references theories researching and expert interview, discussing the differences and similarities of new product development between varied brand strategies, and providing the procedure of brand strategy driven new product development process.