The Study on the Evaluation for the Marketability of New Product- An Example of the Fruit and Vegetable Juice
楊書湯、羅世輝
E-mail: 9806338@mail.dyu.edu.tw
ABSTRACT
This study mainly research and discuss the evaluation for the key points of the marketability of new products. The range of this study is based on the market of fruit and vegetable juice.
This study uses the method by the interviews with the experts and through the scoring model of the full screen. It evaluates the development value and the market op-portunity of the Wolfberry squeezed juice and Custard Apple squeezed juice according to the achievement rate of the technical target and commercial target and also through the different weighing system The final result of this research will be provided to the fruit and vegetable juice entrepreneurs as their reference while they evaluate the market opportunity for their new products launch.
The result from the full screen scoring model could help the entrepreneurs to de-cide they should continue or stop the promotion of the concept products, then the entre-preneurs could use the minimum human power and financial resource to get the maxi-mum appraisal benefit. It could help the entrepreneurs to avoid wasting their resource. So it could bring the great benefits to the
entrepreneurs while they are in the practice operation. And it also could help the entrepreneurs to set up the management flow and they could identify the best concept products through this sorting.
Keywords : the full screen scoring model、fruit and vegetable product、market opportunity evaluation Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究範圍與目的．．．．．．．．．．．． 2 第三節 研究流程．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 7 第一節 新產品概念探討．．．．．．．．．．．． 7 第二節 新產品策略規劃探討．．．．．．．．．． 15 第三節 新產品行銷環境探討．．．．．．．．．． 26 第三章 研究設計與方法．．．．．．．．．．．．．． 27 第一節 研究方法．．．．．．．．．．．．．．． 27 第二節 研究架構．．．．．．．．．．．．．．． 29 第三節 研究對象．．．．．．．．．．．．．．． 31 第四章 個案分析．．．．．．．．．．．．．．．．． 35 第一節 個案公司介紹．．．．．．．．．．．．． 35 第二節 概念產品說明．．．．．．．．．．．．． 36 第五章 結論與建議．．．．．．．．．．．．．．．． 52 第一節 研究結論．．．．．．．．．．．．．．． 52 第二節 未來研究建議．．．．．．．．．．．．． 53 第三節 研究限制．．．．．．．．．．．．．．． 53 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 55
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