부산대학교 도서관

< ABSTRACT >A Study on the New Product Development in Jeonbuk Soju Liquor MarketGraduate School of Woosuk UniversityDepartment of International BusinessTian Jin The task of new product development is one of the important decision makings in business function. Success and failure of business partly rely on the this activity. Business always not only perceives the new product development but also prepare the strategy at the competitive aspect. This paper review the theoretical background of new product development and empirical study in case of the Hite soju liquor company located in Iksan, Korea. Forecating business surrounding are followings. The low alcohol soju will be the main stream in soju market. The wel-being, emotion , female trend in soju market will appear in future. Ultimately soft and mild concept will be a leading alcohol soju. According to the empirical research, we suggest following strategy for the Hite soju company. New product soju concept is "Mild, Clean, Young, Together" and main target group is the age 20s, man, college student. Low alcohol soju should be introduce as soon as possible to recover the competitive market share.