| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 96 === The beverage market is a mature market in Taiwan .There are hundreds of new products to introduce every year , but just only several can be survived .It must have some important factors to facilitate , and stand in the market for the survival new product .
In the tradition ,the literatures of new product development (NPD) always discuss with some specific factors which impact the success of new products.But it just provide some specific factors to be get attention for management , not entire informations .
Concerning about market characteristics and scare rsources,we should realize the key success factors , and allocate propertly.
Due to consideration mentioned above,this research adopt fuzzy AHP method to analysis .After summarizing the important empirical NPD studies ,we use five broad categories : strategy、 role and commitment of senior management、development team、new product developement process (NPD process )、culture .
By the pretest of 7 experts and the questionnaires of 33 business representatives ,the major results as follows :
1.The priority of the main categories of NPD ：the first is「strategy」(33.06%)，the second is 「role and commitment of senior management」（27.32%）、the third is 「development team」（18.30%），the forth is 「new product developement process (NPD process )」（11.09%）、the fifth is 「culture」(10.22%)。There is a different result with the previous studies : the importance of the NPD process is less than the others.The beverage market is a mature market maybe the main reason ,the varies of the technical factors and the market factors are all most the same to each competitors .
2.The priority of the key success factors of NPD：the first is 「Efficient decisions」( 7.68% )， the second is「Sharp,clear goal or objectives defined for new product development programme」(6.42%)、the third is 「senior management intimately involved in go/kill and spending decisions in the process」(6.37%)，the forth is 「Offensive product programme coupled with an active idea seasrch effort」(6.30%)，the fifth is「clearly defined arenas,areas of strategic focus give direction to the new product development programme」(4.69%)，the sixth is 「the introduction of new products to the market. / coupled with a marketing effort to educate users」(4.64%)，the seventh is 「The commitment of individual within the organization who believe in new idea and who advance it through the organization with great commitment」(4.43%)，the eighth is「Long –term thrust and focus of new product development programme,including long-term projects」(3.66%)，the ninth is「expenditures for market research」(3.29%)，the tenth is「Sufficient R&D budgets」(3.23%)。
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