品質機能展開(Quality Function Development, QFD)是一種以客戶為導向，能將消費者聲音整合到新產品或服務開發的方法，利用結構化整合客戶需求與產品屬性，以節省開發時程及提高品質。但品質機能展開卻多被應用於功能性產品開發，甚少探討如何應用於感性產品開發及產生客戶需求的系統化作法。而化粧保養品產業是一個與消費者有高度接觸的產業，顧客的產品使用經驗具有高度的主觀性與曖昧性，對管理者及產品的開發者如何獲取並確認客戶需求而言是一項高難度的挑戰。
為進一步解決上述問題，決策者需要一個較科學且系統化的方式以解決化妝保養品產品開發過程中，無法將市場及消費者需求有效且實際的以量化及質化方式正確回饋到決策過程的問題。本研究提出一個有系統針對化粧保養品目標市場的新產品開發流程，使產品研發人員在處理新產品開發時，可參考此模式，找出符合客戶需求的產品屬性。
本研究經實例驗證後，確認了區隔化粧保養品目標市場的作法、找出目標客戶需求的手法、並且利用品質機能展開，建構出一套完整的新產品開發流程，以作為化粧保養品新產品開發的參考範例。

Although the cosmetic industry is a highly booming and growing business, its product development is rapidly changing and adapting to meet customers’ requirements and satisfactions. Currently, this marketplace is shared by few major brands only. Therefore, the winning point is to obtain customer loyalty constantly. Product innovation is the key to satisfy customers’ increasing demand and diversity. Meeting the customer experience is not only to focus on ingredients, formulations, functions, but also to include the perceptual touch and feels.
In the past, the strategies for product development came from sales volume, market experience, production target or the technical view from research team. However, these criteria may not be close to customers’ need. The feedback from customer experience did not join the product development process effectively. Quality function deployment (QFD) is a structured tool that provides a methodology to translate customers and technical requirements into expected features throughout product development and production.
This research proposed a method for developing new market oriented innovative products in cosmetic industry. QFD is used to translate the voice of customer (VOC) into engineering characteristics, and meeting both the performance and satisfactory requirements. As a result, the target market for new product can be identified, the basic requirement with high importance in product development process also be collected and rated. The method proposed in this work can improve both the performance and quality in new product development processes.

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