有效益的貨架管理一直是每個通路業者所關切的議題，本研究主要目的是透過貨架管理的一連串改善及實證階段，證明貨架管理的確能幫助消費者在購買產品時，更容易選購到自己想要的產品，且消費更多的東西，達到消費者、賣場、廠商三贏的目的。 本研究以馬斯洛需求階層為理論基礎，並運用Nielsen所發展出來的品類管理八步驟，以W通路為實證研究對象，針對W通路的消費者及店內人員做為問卷發放對象，共計878份，透過質化及量化分析做一實證研究。 根據質化結果顯示，消費者對於髮類用品貨架的各項滿意程度都在不錯的75%以上，且實驗組的造型貨架滿意程度顯著高於對照組5%，表示改善後的造型貨架較能為消費者接受；此外，實驗組的整體滿意程度也明顯高於對照組4%。 最後，從研究實證中，對髮類用品貨架管理提出策略方案上的建議。 / Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time. In this study, the theoretical bases are Maslow's Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel. According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group. Finally, according to the study results, there are strategic recommendations of shelf management of hair care products. Keywords: Maslow's Hierarchy of needs, Shelf management, Category Management

在全球化經濟趨勢下，企業不只可以更廣泛的應用全世界的資源，相對的也必須迎接來自全世界的挑戰。統一企業是台灣傳統企業的代表，在台灣扎根、茁壯並成長，至今已超過40年歷史，其發展也由最初的創業草創期，歷經茁壯期、集團化與國際化時期，發展到今日的全球化時期。在成長的歷程中，面對外部經濟結構以及市場環境的變遷，不只在技術構面上逐漸由技術導向轉變為市場導向，其內部組織架構的整合，也因應著外部環境同步的在調整。 本研究首先將由企業的階段性發展，分析在不同時期下研發單位與事業單位組織架構的演進。再進一步以新產品開發流程及品類管理，探討在食品業這一個快速消費品產業中，面對外部環境變動，消費者需求千奇百怪、日新月異的市場條件下，新產品開發自第三階段－集團化時期，至現今第五階段－全球化時期的階段性轉變。最後以同步工程的概念，討論在新產品開發流程中，最重要的兩個階段－事業單位主導的企劃流程，以及研發單位負責的開發流程之間的互動方式和頻率。 透過本研究討論分析後，可以清楚台灣食品產業隨著外部經濟發展與市場環境變化下的階段性發展歷程，透析在新產品開發流程上的演進、轉變與調整，同時了解研發單位和事業單位之間的互動溝通方式。提供成長中的快速消費品產業中企業，或是同樣面臨市場飽和與消費者需求變化迅速之產業，一個如何因應外部快速變遷的管理方式，以及如何學習並加以改善的新產品開發流程與組織內互動機制。 / Under global economic conditions, corporations could make use of the resources all around the world, but they also have to face the challenges from competitors worldwide. Uni-President is the largest food industry corporation of Taiwan, and it has developed over 40 years, from foundation period, growing period, bloc period, international period to global network period. In the developing process, the technology dimension changes from the technology-oriented approach to the market-oriented approach because of the transformation of external economic structure and marketing environment. of the R&D unit and business unit in different period. And then discuss the periodic transformation from bloc period to global network period with NPD（new product development）process and category management. At the end, discuss the interaction way of planning which the business unit is responsible for and development which the R&D unit is responsible for, the most important stages of NPD process, with concurrent engineering concept. The periodic development of Taiwanese food industry with the external transformations can be clearly understood through this research analysis. The reader could not only realize the evolution, shift and adjustment of NPD process but also the communication way of R&D department and business department, providing a management mode for developing fast moving consumer goods industry that faces pressures from marketing and customer.