影響新產品開發的關鍵因素-以有機通路商L公司為例

Key Factors for New Product Development-A Case of L Company in Organic Grocery Chain

周妙芳(Miao-Fang Chou)

指導教授 ： 邱榆淨

中原大學/商學院/企業管理研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600295

摘要

自1990年代起已有先進們將有機理念引入台灣，自此，有機栽種的耕作方式慢慢地在台灣這塊土地生根，有機理念也慢慢地在台灣人的心中萌芽。隨著有機農業耕種面積的逐年上升，台灣人的有機消費金額也日益增高，有機商店的數量亦如雨後春筍般地相繼成立。隨著消費型態的改變，傳統的生機飲食店發展成雜貨店，再轉變成商店及超市模式，進而演變為複合式的經營模式。近年來財團的進駐及便利商店的跨業經營，再次炒熱有機市場。在這競爭愈來愈激烈的天然有機連鎖商店市場中，透過自有商品的新產品開發，才可凸顯通路的產品特色、為企業創造經營獲利。
然而新產品的開發本身就存在著風險，且新產品開發的成敗牽繫著有機連鎖通路業者的經營，對於成立不久的L公司而言，更是經營上的重要關鍵。為了找出天然有機連鎖商店業者開發新產品時的關鍵因素及其重要度排序，以作為個案公司在新產品開發時的重要參考依據，本研究透過文獻探討彙整影響新產品開發關鍵因素的相關研究，經統整歸納後產生6個構面及23個準則，並以此建立研究雛型架構。隨後藉由9位專家群體的專家問卷，整理出6個構面、21個準則的修正後雛型架構，最後透過德爾菲問卷建立出6個構面20個準則的正式研究架構，以作為後續研究的基礎。
本研究運用DANP法來找出影響有機商店連鎖業者新產品開發的關鍵因素，透過因果圖的繪製找出關鍵因素間的因果關係。本研究還透過績效值問卷了解個案公司三款自有商品的新產品開發績效，以作為個案公司日後進行商品調整或是相關新產品開發時的參考。
研究結果發現，對於個案公司來說，關鍵構面依序為「產品」、「定價策略」、「市場行銷」等三個，關鍵準則依序為「產品策略」、「產品品質」、「產品研究開發」、「產品價格」、「商品效益」、「高階主管的承諾與支持」與「產品特色」等七個。從自有商品的績效評分結果顯示，蘇打餅乾得分最低、其次是紫菜醬，最高是蔓越莓乾，但整體分數均不高，建議個案公司應重新擬定此三個產品的產品策略，配合行銷的策劃來調整銷售方式及銷售技巧，亦應提供試吃並透過試吃者的回饋來調整產品策略。本研究對個案公司在新產品開發上提供了重要關鍵因素及改善之道，對個案公司而言具有實務上的貢獻。

關鍵字

新產品開發 ； 天然有機 ； 德爾菲法 ； 以決策實驗室法為基礎的網路程序分析法(DANP)

並列摘要

Since the 1990s, some senior had brought the organic concept into Taiwan and organic farming methods had started in the land of Taiwan. Since then, the organic concept had germinated in Taiwanese mind. With an increasing area of organic farming, the organic consumption and the number of organic stores was increasing in Taiwan. As consumption patterns change, the vitality of traditional restaurants into a grocery store, then turned to shops and supermarket, and then evolved into a hybrid business model in the organic market. In recent years, megacorporation made a large investment in organic chain store and the convenience stores started to selling organic food that made organic market flourishing. Natural organic chain store in increasingly competitive market can create the business profit from new product development through its own special commodities.
However, there was some risk to develop new product and it can influence the chain store’s business. The new product development is an important key point to L Company that is a new company. In order to identify organic chain store key factors in developing new products and its importance sequence and as an important reference to L Company in the new product development. This study compiled research on key factors affecting the development of new products through literature reviews, and to establish the prototype framework with integrated inductive six dimensions and twenty three criteria. And then, the prototype was amended to six dimensions and twenty one criteria by expert questionnaire. At last, Delphi method was used to identify the framework including six dimensions and twenty criterions that produced the foundation of this study.
DANP method was used to identify key factors of new product development in organic grocery chain and this study through cause-effect diagram to identify causal relationships between key factors. To evaluate the performance of three new products that was made by L Company, this study also used performance questionnaire. It can be a reference document and can adjust the new product development in L Company.
As a result, the key dimensions were “product”, “pricing strategy” and “marketing”. The key criteria were “product strategy”, “product quality”, “Product research and development”, “product price”, “product benefits”, “manager’s commitment and support” and “feature of product”. The performance of three new products was not good. Soda cracker was the worst performance. The second was Seaweed sauce. The highest performance was dried cranberries. This study suggested that L Company should re-plan the product strategy and adjust the method and skill of sales by marketing planning. When a new product start to be made, providing sample is necessary that can adjust product strategy by customer’s feedback. This study provided important key factors in the new product development of L Company and improved way.

並列關鍵字

New Product Development ； Natural Organic ； Delphi ； DANP

參考文獻

陳峻聰，2014年，影響汽車新車型開發的關鍵因素-以K公司為例，中原大學企業管理學系研究所未出版之碩士論文。

邱永亮，2015年，烘焙師傅於國際競賽獲獎之關鍵因素，中原大學企業管理學系研究所未出版之碩士論文。

邱守序，2014年，自中國採購之供應鏈風險管理-以C公司為例，中原大學企業管理學系研究所未出版之碩士論文。

楊玉婷，2011年， 全球有機農業市場概況，28期，頁10-14

陳鎰明、楊坤芳，2011年，如何提高購買有機食品的能力，休閒保健期刊，5期，頁83-91。