| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 91 === With great improvements in technique on product development and increases in consumption level, new products bring businesses considerable profits nowadays; thus, research on the development and launching strategies for new products has been continuously discussed both academically and industry-wised. This issue is more important for beverage industry because of the characteristics of drink products and the competitiveness in the beverage market. Furthermore, new product development and launching strategies are critical to the growth and success of businesses. Therefore, this research chooses beverage industry to discuss the strategies for new product launching, and uses case study to build propositions on this issue. In addition, this research made in-depth interviews with three beverage manufacturers to gain firsthand data, and searched related secondary data to aid research. This research discusses the following three main issues:
1.The relationship between the characteristic of business and the strategy of new product launch.
2.Strategic activities of new product launch, including the strategy of entering market, intensity of investment, and priority of competition.
3.Tactical activities of new product launch, including product strategy, place strategy, and promotion strategy.
The major findings of this research include:
1.The characteristic of business is related to the planning of new product budget. However, there are no significant relationships between the characteristics of business and other issues, such as the effect of cannibalization on the timing of launch, the effect of marketing synergy on the extent of marketing communication, and the motive of new product development.
2.On the strategies of entering market, businesses tended to use market leadership strategy. As for the investments of new products, businesses spend high percentage of new product budget on promotions, especially on advertising activities. As for new product competition, businesses see product strength and brand as their most important weapons.
3.As for product strategy, businesses expect to have variety of flavors and extend from the well-known brands. As for distribution strategy, businesses can create award systems and run sales promotions to have more power over distributors. As for promotion strategy, television is the most important promotion advertising media.
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