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| Title: | 台灣髮妝新品開發之競爭策略研究 -以A公司為例
Product portfolio management of existing product to new market |
| Authors: | 蕭如菀 |
| Contributors: | 周冠男
蕭如菀 |
| Keywords: | Nrf2
類薑黃素
抗氧化
頭髮
寵物
Nrf2
Curcumin
Antioxidant
Hair
Pet |
| Date: | 2023 |
| Issue Date: | 2024-02-01 11:04:03 (UTC+8) |
| Abstract: | 毛髮由皮膚毛囊長出，是絲狀蛋白質。頭髮是人體中毛髮最濃密的部位，髮型對外表甚為重要還會對社交與心理健康有巨大影響，例如落髮或毛囊問題會顯老。而寵物脫毛可能與病理或心理因素有關，進而影響主人照顧的心情。保持頭髮與毛髮健康可促進生理及心理健康。
本研究藉由親身使用，輔以SWOT分析及與競品比較等分析方法，從研發實證、產品優劣及市場分析，探討抗氧化物Nrf2活化物對毛髮健康的影響效用。產品優勢在於科學實證基礎證實其功效，藉由強化品牌故事和核心價值有助產品信譽的建立，提高品牌認同度。優化產品的包裝及調整產品的成分組成，減少使用者的不便，增強產品的市場競爭力。找出準確的塗抹劑量與頻率。進行精密的確效試驗，以確定最佳塗抹劑量和使用頻率，確保產品在不同使用環境和用戶習慣下能發揮最大化功效。
綜合以上分析結果，考量目前公司的營運方向與研發成本，建議轉往在寵物應用上做開發，基於現有的試驗結果繼續累積經驗，以期能發展另一個藍海市場。
Hair grows from the skin's hair follicles and is made of protein in a filamentous form. The head is the densest area of hair on the human body, and hairstyle is crucial for appearance, with significant effects on social and psychological well-being. For instance, issues like hair loss or problems with hair follicles can make a person appear older. Similarly, shedding in pets may be linked to pathological or psychological factors, impacting the owner's emotional state when caring for them. Maintaining the health of both human hair and animal fur can contribute to both physiological and psychological well-being.
This study, conducted through personal use and supplemented with analysis methods such as SWOT analysis and competitive benchmarking, explores the impact and efficacy of Nrf2 activators, antioxidants, on hair health. The research covers development validation, product advantages and disadvantages, and market analysis.
The product's strengths lie in scientifically proven efficacy, which could reinforce a strong brand story and core values, contributing to the establishment of product credibility and increased brand recognition. Optimizing product packaging and adjusting ingredient composition minimizes user inconvenience and enhances market competitiveness. Determining the accurate application dosage and frequency is crucial. Conducting precise efficacy trials helps identify the optimal application dosage and frequency, ensuring the product maximizes its effectiveness in different usage environments and user habits.
Considering the company's current operational direction and research costs, along with the comprehensive results in this study, it is recommended to shift focus towards development in the pet care sector. Building upon existing trial results, this strategy aims to accumulate experience and potentially tap into a new blue ocean market. |
| Reference: | 期刊論文
1. Iain S. Haslam et.al. (2017). Journal of Investigative Dermatology 137, 295e304.
2. Laura Jadkauskaite et.al. (2017). Bioessays Aug;39 (8).
3. Laura C. Bott et.al. (2016). A small molecule Nrf1 and Nrf2 activator mitigates polyglutamine toxicity in spinal and bulbar muscular atrophy. Hum Mol Genet. 15;25 (10):1979-1989.
4. Monika M. Welle and Dominique J. Wiener. (2016). Toxicologic Pathology 44 (4) 564-574.
5. Muntener, T., Doherr, M. G., Guscetti, F., Suter, M. M., and Welle, M. M. (2011). The canine hair cycle—A guide for the assessment of morphological and immunohistochemical criteria. Vet Dermatol 22, 383–95.
6. Muntener, T., Schuepbach-Regula, G., Frank, L., Rufenacht, S., and Welle, M. . (2012). Canine noninflammatory alopecia: A comprehensive evaluation of common and distinguishing histological characteristics. Vet Dermatol 23, e206–44.
7. Ormanidhi, O., & Stringa, O. (2008). Porter's Model of Generic Competitive Strategies. Business economics (Cleveland, Ohio), 43 (3), 55-64. https://doi.org/10.2145/nabe20080305 (Business Economics)
8. Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review, March-April: 137
9. Porter, M. E. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors.
10. Schneider MR, Schmidt-Ullrich R, Paus R. (2009). The hair follicle as a dynamic miniorgan. Curr. Biol.: CB 19: R132–42.
11. Westgate, G. E., Botchkareva, N. V., and Tobin, D. J. (2013). The biology of hair diversity. Int J Cosmet Sci 35, 329–36.
12. Weihrich, H. (1982). The TOWS Matrix a Tool for Situational Analysis. Long Range Planning, 15 (2): 54-66
13. YM Chan, L Yen-ting, HW Chan. (2022). Androgen receptor, oxidative stress and Inflammation at the crossroads of skin diseases. Int J Dermatol Clin Res 8 (1): 012-015.
網際網路
1. Sean.(2023). The Process and Costs of Drug Development. https://ftloscience.com/process-costs-drug-development/
2. https://search.books.com.tw/search/query/cat/5/qsub/K01/qqsub/11-12/sort/1/v/1/spell/3/page/2/key/%E8%96%91
3. https://www.momoshop.com.tw/search/searchShop.jsp?keyword=%E8%96%91%20%E9%AB%AE&searchType=1&cateLevel=2&cateCode=1500300004&curPage=1&_isFuzzy=0&showType=chessboardType&isBrandCategory=N&serviceCode=MT01 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
107932178 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107932178 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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