食品業廠商新產品開發策略：以雀巢糖果產品為例

Abstract

雀巢是全世界規模最大的跨國食品和飲料公司，總部位於瑞士沃州沃韋，在全球擁有500多家工廠，於1866年由亨利·內斯萊先生所創立。最初是以生產嬰兒食品起家，後來開始生產巧克力棒和即溶咖啡，逐漸擴大事業版圖。 近年來，面對健康意識抬頭與瘦身審美文化興起，傳統糖果市場正面臨高糖形象與市場趨勢之矛盾，促使品牌商必須重新思考新產品開發策略。本研究以雀巢（Nestlé）為分析對象，運用資源基礎觀點（Resource-Based View, RBV）與VRIO架構，探討其如何透過資源整合、創新能力與制度化流程，成功推動糖果產品的健康轉型。研究採用次級資料與個案分析法，並結合產業分析、價值鏈分析與競爭者新產品開發策略與實務比較，全面分析雀巢在健康趨勢下的產品策略。 研究發現，雀巢運用整合式產品開發方法PrIME方法論、雀巢營養評估系統NNPS（Nestlé Nutritional Profiling System）與永續設計（Sustainability by Design）機制，建構出一套以消費者需求為中心，兼顧健康性、偏好性與永續性的產品創新流程。此外，雀巢亦透過開放式創新與外部合作（如學術機構、研發加速器）擴展創新邊界，進一步強化產品競爭力。相較於競爭者，雀巢在制度化、科學化與跨部門協作層面展現更高成熟度，有助於其在高挑戰的糖果市場維持領先地位。 本研究不僅提供雀巢於糖果品類推動健康轉型的策略參考，亦可作為其他食品企業面對健康趨勢下產品開發轉型的借鏡。

In response to rising health consciousness and the growing influence of slimness-oriented aesthetics, the traditional confectionery industry is facing increasing tension between its high-sugar product image and shifting market trends. This study analyzes Nestlé as a focal case to explore how a leading confectionery company restructures its new product development (NPD) strategies under health-driven market pressures. Drawing upon the Resource-Based View (RBV) and the VRIO framework, this research adopts a case study approach using secondary data, integrating industry analysis, value chain mapping, and competitor benchmarking. Findings reveal that Nestlé leverages an integrated innovation framework—namely the Product Innovation Methodology (PrIME), the Nestlé Nutritional Profiling System (NNPS), and a Sustainability-by-Design process—to build a consumer-centric NPD model that balances health, preference, and sustainability. Furthermore, Nestlé’s open innovation strategy—through partnerships with academic institutions and innovation accelerators—extends its capacity to drive health-oriented transformation in traditionally indulgent categories. Compared with its competitors, Nestlé demonstrates a higher level of institutional maturity, cross-functional alignment, and scientific rigor, reinforcing its competitive advantage in the increasingly health-sensitive confectionery sector. This research provides strategic insights into Nestlé’s approach to healthy product transformation in confectionery, offering broader implications for food companies seeking innovation pathways in health-conscious markets.