A Study on Brand Strategy Driven New Product Development Process
碩士 === 國立臺北科技大學 === 創新設計研究所 === 95 === According to a survey from Product Development and Management Association (PDMA), for in a successful company over 50% of the contribution comes from new products and some even more successful companies exceed over 60%. In the era of consumer-orientation, it is...
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| Format: | Others |
| Language: | zh-TW |
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2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/edm2d3 |
| Summary: | 碩士 === 國立臺北科技大學 === 創新設計研究所 === 95 === According to a survey from Product Development and Management Association (PDMA), for in a successful company over 50% of the contribution comes from new products and some even more successful companies exceed over 60%. In the era of consumer-orientation, it is essential for a company to develop its own brand and inner design planning. A comprehensive and accurate brand strategy and design planning can effectively improve the implement and succeed in promotions. This paper considers that the brand strategy takes an important role in new product developing. This thesis will provide information for companies on new product’s lead-in, establishment and development through references theories researching and expert interview, discussing the differences and similarities of new product development between varied brand strategies, and providing the procedure of brand strategy driven new product development process.
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