| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 95 === In this study, Seven Tools for New Product Planning are used as research method for analyzing consumers’ preference of the female hand cream product. It is hoped that we can know the customers’ view in the female hand cream market and the best female hand cream product in customer’s mind, which will help us develop the female hand cream product in the future. First, according to the opinions of the interviewers, an interviewing method of 19 assessment categories is developed to serve as the design structure for the opinion poll. Based on the results of questionnaires, we use positioning analysis to obtain three key programming factors and the optimized goal for female hand cream innovation. Moreover, we use Idea Simulation and Idea Selection to find out the demands of customers. Then we use the conjoint analysis to discuss the female hand cream products' attributes and levels. This study finds that, through conjoint analysis, manufacturers must keep in mind five key attributes: convenience, utility of product, component of product, texture of product, fragrance of product. The order of the relative importance and weight of attributes in the whole are: utility of product (28.98%) ＞convenience (22.59%) ＞component of product (18.19%) ＞texture of product (16.75%) ＞fragrance of product (13.50%). Furthermore, for the optimized combination of the female hand cream in the whole would be: mini bottle, long-lasting moisturizing care, natural herb, cream, and fragrance of fruit. Finally, we find the most important attributes and the preferred levels that according to the age and the frequency of one day respectively again each layer.
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