New Product Developmet and Marketing Planning： A Case Study of Sun Link Sea

• Main Authors: Shan-Tsz Cheng, 鄭善澤
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/pwh5xm

碩士 === 國立雲林科技大學 === 創業管理碩士學位學程 === 102 === Two days off per week was in full operation since 1990, which brought along domestic tourism activities fast. With tour vogue developing, consumers are not satisfied with unattractive souvenirs. According to interviewing the Sun Link Sea's employees, the revenue of souvenir shop is the last secondarily in overall departments which are comparing other business units. The reason is that souvenirs of Sun Link Sea are totally not attractive, pretty, or pleasant to look at. Therefore, this study takes use of new product development process with Sun Link Sea's resources in order to design bran-new souvenirs. The study verifies through investigation based on consumers purchasing willingness, and according to the result of surveying to draft marketing plan. First of all, this study discusses the development process of new souvenirs and investigates the culture and resources in Sun Link Sea. Taking use of both organizes the process from opportunity recognition, concept generation, concept evaluation and business planning. The goal is to develop bran-new souvenirs which are a fusion of all elements of Sun Link Sea.