功效性保養品之新產品開發流程剖析— 以D公司個案為例

Abstract

在任何一個產業中，新產品開發在品牌是非常重要的事，尤其是流行性商品常需要靠新產品上市為企業帶來營收、流量、會員數等等，因此企業往往對於新產品上市都寄予厚望。但開發新產品並非一蹴可及，往往需要投入時間、人力、預算等，開發週期與市場趨勢機會點競爭賽跑，深怕開發出來太慢市場也被競爭對手佔領。新產品開發是企業要滿足市場需求及代表企業價值的傳遞媒介重要傳聲筒，尤其是美妝化妝品產業，面對市場快速創新、新產品生命週期漸短的情況下，如何能提升新產品的研發能力，讓新產品上市成功，替公司創造更大利益，並維持公司市場優勢，是所有企業主在投入新產品開發時所期待看到的目標。 台灣化妝品自創品牌領域中，過去並無一套有系統且定義清楚的保養品新產品開發流程，導致新產品上市後面臨市場面、政策面、行銷面等挑戰。本研究將由哈佛前設計學院院長 Peter Rowe在其著作Design Thinking中所提出的新產品開發流程 （New Product Development），結合作者過去曾參與國際品牌開發專案了解國際美妝通路採購規格與要求，並將現今整體市場對功效性保養品需求大增作為本次研究方向，彙整一套「功效性保養品新產品開發流程管理」作為美妝保養品新產品開發架構。 「執行力」向來是一個專案中能否成功的關鍵，本案以 D公司為個案來說明如何落實「功效性保養品新產品開發流程管理」，亦將研究者在執行過程中以「賦權」角色讓整體開發流程的執行力得以落實，期望藉由此案例，讓更多產業先進了解，開發前的嚴謹與開發中以系統流程落實執行，可以使新產品開發減少錯誤發生、縮短開發速度、增加創新元素更符合消費者端需求，讓品牌新產品上市成功機率提升，並強化品牌競爭優勢進而創造高營收。 整體而言，本研究著重探討「功效性保養品新產品開發流程」，品牌如何將開發商品經過人體及儀器經過測試取得有效數據驗證，上市前能確保產品力，同時發展出具功效性創新並具競爭力的新產品，研究目的包含品牌在新產品開發流程前、中、後階段，以文獻探討近期新產品新開發流程的演進。本研究使用個案研究法探討一間具代表功效性保養品新產品開發之企業個案。在實務上，本研究以文獻與個案依據，分析並歸納出實務上將功效性保養品新產品開發流程具體分析，同時將新產品開發流程成功執行關鍵來自於高度執行力，而能成就高度執行力來自賦權與信任象限之運用，創造更大價值。未來可供國內外自創品牌業者參考及依循。

In any industry, the development of new products is crucial for a brand, especially for popular products that often rely on launching new products to generate revenue, increase traffic, attract memberships etc. Therefore, companies often have high expectations for the launch of new products. However, the development of new products is not an overnight achievement. It often requires investment of time, manpower, and budget. The development cycle is a race against market trends and opportunities, as there are competitors that may seize the market share in advance. New product development serves as a significant means to meet market demand and represent corporate value. Especially in the beauty and cosmetics industry, amidst rapid innovation and shortening life cycles of new products, improving research and development capabilities, increasing the success rate of new product launches, generating greater benefits for the company, and maintaining a competitive advantage are the main goals that all business owners aim for when investing in the development of new products. In the field of self-created cosmetics brands in Taiwan, there has been no systematic and clearly defined new product development process for skin care products, which may lead to challenges in the industry, policy, and marketing aspects following the launch of new products. This study will use the New Product Development (NPD) process proposed by Peter Rowe, the former dean of the Harvard School of Design, in his book "Design Thinking", and combine with author's past involvement in international brand development projects, this study aims to understand the procurement specifications and requirements of international beauty channels. With the increasing demand for functional skin care products, this study synthesizes and establish a "New Product Development Process Management for Functional Skin Care Products" framework for the development of beauty care products. "Execution capability" has always been a critical factor in determining the success of a project. This case study uses Company D as an example to illustrate the implementation of "process management for the development of effective skincare products." The study also explores how "empowerment" play a role during the execution process to ensure the effectiveness of the overall development process. It is hoped that through this research, more industry professionals will understand the importance of rigor in the pre-development phase and the implementation of systematic processes during development could minimize errors in new product development, accelerate the development process, and increase innovative elements that align with consumer needs. As a result, the probability of successful product launches and the enhancement of brand competitiveness can be increased, leading to higher revenue generation. Overall, this study focuses on exploring the "development process of effective skincare products," examining how brands can obtain valid data through human and instrumental testing to ensure product efficacy before market launch, while examining how brands use this process to develop functional, innovative and competitive new products. This study reviews past literature to discusses the recent advancements in new product development process. Through a case study approach, this research explores a case of successful development of a representative functional skin care product. Based on literature and case studies, this study analyzes and summarizes the specific aspects of the new product development process for functional skin care products in practice. Additionally, the key to successful implementation of the new product development process lies in the use of empowerment to create greater value. In the future, this study serves as a reference for domestic and international self-created brand operators.