新產品開發向來是企業維持成長之重要條件，特別在現今全球化及網際網路快速發展衝擊下，即使是跨國企業也難以個別力量即時、快速回應瞬息萬變的顧客需求、市場結構及技術競爭等挑戰；近年來企業紛紛透過協同開發模式，將部分、甚至全部的設計、研發、製造、運籌等功能委外，以求縮短開發時間、降低成本、甚至提高品質、提升競爭力，使企業得以不斷多樣化且快速在市場上推出新商品、新服務行銷全球；因此，協同開發已成為現今企業經營發展之重要議題，唯有透過即時、有效的協同運作，企業才能快速整合產品生命週期各階段的資源分配、組織變動及資訊溝通等作業，以創造協作網絡成員間最大利益。 / New Product Development has always been critical for company growth, facing the impact of mega speed from globalization and technology, even multinational enterprises could hardly respond to the intimidating challenge of various customer needs, market change and new technology competition individually. For the past decades, enterprises have been pushing forward outsourcing either partially or completely their design, R&D , logistics and many else to shorten lead time, to even make out better cost down and quality assurance that leads to stronger competitiveness in a way that the enterprises would be able to accelerate various new product launch and also fulfill the needs of global customer service. Collaborative product development is the key to activate all this and has been an important issue in modern business management. Through only instantly, effectively collaborative cooperation could enable enterprises to generate the maximum benefits via fast integration of resources allocation, organization transformation and information exchange from each stage of product life cycle. The existing research references referring to collaborative development are mostly generic evaluation, specific industry or detail case studies are rarely presented, especially the consumer health care industry that has been fast growing through recent years. This research reviews the new product development and commercialization process of 3M Consumer Health Care products in 2008. Through reference researches, stack holder interviewing and detailed information analysis, it points out key success factors of this collaborative development from the case study, and also uses it to review and discuss how it would affect in each stage of the new product commercialization with perspectives from both internal and external angles, and mostly to bring out the advice of new product collaborative development for consumer health care with best optimization of better effectiveness, quick-respond vendor collaboration and shorten lead time as a reference for industry. Keywords: Consumer Health care, Collaborative development, New Product commercialization.

根據Griffin(1997)所述，任何一個企業的起點都是成功地將一項新產品上市開始，而為了維持企業長期的獲利，企業必須持續開發及商業化其他成功的商品，或是至少也應該改良現有產品使其更符合顧客的需要。而上述這些行動都是屬於新產品設計與開發管理。由此可知，新產品設計開發與管理的重要性，不僅影響企業當下的競爭能力，更是關係企業長期的獲利能力，顯然新產品的設計開發與管理對於企業永續的生存發展十分重要。有鑒於此，本研究乃依循此重要觀念而進行，本研究乃從新產品開發的管理行動、個案公司對新產品開發的管理現況、未來管理模式與機制等三方向進行分析，以期益於個案公司新產品設計開發的管理績效與整體營運成長之目的。除此，本研究亦期經由本個案公司的深入探討，可提供學術研究與企業實務相關的參考，而利於光學產業與新產品設計開發與管理的研究領域之發展。

本研究希望經由全面而深入的個案分析，尋找個案公司成功的經營策略，並擬定策略以應付未來快速變遷的環境。可達成以下三項目的：(1)剖析個案公司的經營策略，認定其外在分析與機會威脅，並探討其關鍵成功因素為何；(2)以策略規劃的方式，進行冉在分析與優劣勢的評估，認定個案公司所面臨的主要與次要問題，採要因分析；(3)為個案公司制定經營策略，據以確定可行的策略方向，從而提出策略的評估與選擇。

本研究以數位相框為例，透過Cronbach’s α信度檢定、Pearson相關分析與單因子變異數分析等統計方法，探討「產品設計」、「消費者購買行為」與「顧客滿意度」、「顧客忠誠度」間之關聯性及影響因素，以期提供未來數位相框業者在產品設計與行銷策略之建議。 　　研究發現，產品設計的三個構面「外觀設計」、「基本功能」及「操作介面」，與消費行為的三個構面「消費動機」、「使用情境」與「未被滿足的需求」呈現顯著正相關，顯示數位相框的產品設計確實會對消費行為產生一定程度之影響。而研究亦發現，產品設計與滿意度及忠誠度呈現顯著正相關，且消費行為與滿意度及忠誠度亦呈現正相關。 / This research takes example of digital photo frame, to explore the relationship and factors that affect product design, consumer behavior, customer satisfaction and customer royalty. It expects to set recommendations of product design and marketing strategy for the digital photo frame makers in the future. The research found, that the three dimensions in Product Design, including appearance design, basic functions, and operational interface are positively relevant to the three dimensions in Consumer Behavior, which are motivation, user scenario, and unsatisfied demand. This means the product design has certain level of affect on the consumer behavior. The research also found that, the product design has significant positive relevance with customer satisfaction and royalty, and the consumer behavior also shows positive relevance with satisfaction and royalty.

無 / This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.

台灣的連接器產業雖然有很優良的研發能力及快速且專業的模具技術，但綜觀當今的連接器產業產品規格的制定及材料的要求多由在世界級連接器大廠來訂定規範。大部分的台灣連接器工廠都屬於產品的跟隨者，所以在模具技術日趨成熟、材料環保訴求高、大量機器化組裝的情況下，連接器的製造門檻已不像往日那麼的高。再加上1997年後大陸開放投資，台商大舉進陸投資，也將大陸的連接器產品之技術及生產水平大幅提昇，台灣連接器的製造工廠所面對的競爭不僅是先進的歐美大廠、鄰近日本、韓國工廠，以及國內工廠競爭者，其實最近幾年大陸的連接器廠如雨後春筍般的蓬勃發展，更加遽連接器工廠經營的困難及艱苦。 本研究之個案以糧德精密公司為例，先由全球連接器技術之比較與發展現況之介紹，進而討論全球連接器市場之概況，再以4C策略行銷架構為研究基礎。針對個案進行對「中小企業連接器製造廠國際市場進入之行銷策略」加以分析研究。讓糧德精密藉由此研究得以明瞭進入國際市場過程中如何透過外顯單位效益成本、資訊搜尋成本、道德危機成本，及專屬陷入成本，找出在連接器產業的定位。 在4C架構下，分析出業界大廠及二家上市櫃公司對產品、研發的作法，以及經營客戶群的策略。幫助個案之公司能夠發展出一塊小眾的經營規模市場，藉以走出連接器之紅海市場，找到屬於連接器市場之湛藍海洋。讓台灣的連接器工廠得以透過產品及供應商的整合，推廣自有品牌至國際市場。