An Empirical Study on Planning Attribute of the New Cosmetics Mask for Creating Customer Value

• Main Authors: PAO HSIN YU, 包欣玉
• Other Authors: 陳耀茂
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/15053802869609551575

碩士 === 東海大學 === 企業管理學系碩士班 === 98 === This study apply Seven Tools for New Product Planning as research method, and use them to analysis customers’ preference about new mask attributes and optimal mask. First, this study wants to understand customers’ views as well as find the best development direction through interviews, surveys and positioning analysis. Then, this study can acquire five key ideas depend on Idea Stimulation and Idea Selection. Finally, we use questionnaires to understand consumers’ preferences on the new mask product and to find the best product portfolio through the Conjoint analysis and Rough Set analysis The result of Conjoint analysis finds that the industry should grasp five key attributes：using no allergic quintessence composition, the material that can be adjusted with the face, mask has many efficiency, natural fragrance, the quintessence liquid of the special texture. The best new mask product portfolio: new mask that can whiten, contain the perfume of the natural plant, for the liquid form quintessence liquid and compositions are biotechnology compositions, the mask of the non- cloth cover material The result of Rough Set analysis is: new mask that can whiten, contain the perfume of the natural plant, for the liquid form quintessence liquid and compositions are biotechnology compositions, the mask of the non- cloth cover material. This result is the same with Conjoint analysis.