產品上市前評估量表的建構與應用：從概念驗證到市場推廣

Abstract

在快速變動與競爭日益激烈的市場環境中，新產品上市的成敗往往直接影響企業的成長與存續。儘管企業投注大量資源進行創新開發，實務中卻缺乏一套可系統化衡量產品上市準備程度的評估工具。因此，本研究旨在建構一套具備實務應用價值之「新產品上市前評估量表」，協助企業於產品推向市場前進行結構性自我診斷與風險辨識。本研究初步透過文獻回顧與資料收集建構五大構面，包含團隊能力、供應鏈與通路、行銷策略、市場適應性，以及市場準備與資源配置，經設計後形成初始30題，並進行前測與探索性因素分析，最終萃取為三大構面：「團隊與品牌整合」、「市場推廣與資源配置」及「顧客價值與產品創新對應力」，共16題。隨後於正式樣本中實施驗證性因素分析以檢視整體模型與構面品質，結果顯示量表整體結構具有合理的統計適配性與內部一致性。最後，研究亦進一步比較不同背景變項（如年資、職稱、市場類型與是否有產品上市經驗）之評分差異。雖未觀察到顯著統計差異，但此結果反映量表可適用於多元背景之受測者，顯示其具備一定程度之廣泛適用性與參考價值。研究最後提出理論貢獻與實務建議，指出本量表可作為企業內部評估上市準備程度的輔助工具，亦具擴充應用於不同產業情境之潛力。

In today’s rapidly evolving and increasingly competitive market environment, the success or failure of new product launches often directly determines the growth and survival of a company. Although enterprises invest substantial resources in innovation and development, there remains a lack of a systematic tool to assess market readiness before product launch. This study aims to construct a practical"Pre-Launch Product Evaluation Scale" that enables organizations to conduct structured self-diagnosis and risk identification prior to market entry. Through an initial review of relevant literature and data collection, five dimensions were identified: Team Capability, Supply Chain and Channels, Marketing Strategy, Market Adaptability, and Market Readiness with Resource Allocation. A preliminary version of the scale, comprising 30 items, was tested using exploratory factor analysis (EFA) in a pilot study, resulting in a refined 16 item scale with three core dimensions: “Team and Brand Integration,” “Market Promotion and Resource Allocation,” and “Customer Value and Product Innovation Alignment.” The structure and validity of the revised scale were further examined using confirmatory factor analysis (CFA), demonstrating reasonable model fit and acceptable reliability across dimensions. In addition, a series of comparisons were conducted based on background variables such as years of experience, job position, market type, and prior participation in product launch projects. While some differences in mean scores were observed, none were statistically significant. These findings indicate that the scale can be applied consistently across diverse respondent profiles, underscoring its practical versatility. The study concludes by offering theoretical contributions and practical implications, and highlights the potential for the scale to serve as a diagnostic and decision support tool in future cross-industry or cross-national applications.