품질 기능 전개 기법을 활용한 중국 남성 샴푸의 상품 기획 차별화 전략 상하이 지역 남성을 중심으로

다국어 초록 (Multilingual Abstract)

This study applies the Quality Function Deployment (QFD) methodology to systematically analyze the customer requirement (CR) of the male shampoo market in the Shanghai region. The CRs were then translated into engineering characteristic (EC), and a differentiated unique selling proposition (USP) was derived by comparing them with competitive products, ultimately suggesting a new product development strategy. The key findings are summarized as follows:
First, a voice of customer (VOC) survey was conducted with 383 male consumers in Shanghai, and 17 CRs for male shampoo were identified through analysis using the KJ method. In terms of user experience, "freshness" and a "light texture for easier showering" were the most highly prioritized, classified as VOC importance grade A. Regarding efficacy, "cleansing and oil removal," "dandruff removal," and "itch relief" were also deemed highly important and categorized under grade A. Demographic and scalp/hair characteristic analysis revealed that the main consumer group was office workers in their 30s, with a high proportion of consumers having oily scalps. Furthermore, 53.7% preferred online purchasing, and 56.9% showed high acceptance for prices in the range of 50-100 RMB, highlighting the importance of online-focused marketing strategies and price competitiveness in future product planning.
Second, based on the 17 CRs, 29 EC items were derived through interviews with three cosmetic experts. These included 18 emotional evaluation items, 9 device evaluation items, and 2 human evaluation items. A CR-EC correlation matrix was built, and a quality importance analysis showed that "freshness," "rich lather," and "styling convenience" were identified as critical customer requirement (CCR).
Third, to set product planning quality goals, basic quality items were derived from the CCRs. Three of the most preferred competitive products were selected based on a preference survey, and sensory evaluation, efficacy analysis, and ingredient analysis were conducted to derive the concept items. As a result, the three CCRs—"freshness," "rich lather," and "styling convenience"—were set as basic quality items, while 10 concept items, including "moisturizing," "medicinal-like feel," "anti-hair loss," and various herbal ingredients (e.g., ginseng, houttuynia, and caffeine), were identified.
Fourth, sensory evaluation, efficacy testing, and ingredient comparison of the top three male shampoo brands revealed that "medicinal-like feel," "anti-hair loss," and ingredients such as "ginseng" and "houttuynia" should be used as USPs to differentiate the product and integrate these findings into the product recipe and concept.
Finally, the identified USPs were used to propose a product differentiation strategy. The "medicinal-like feel" can enhance the product's professionalism and trustworthiness by combining traditional Chinese medicine and herbal imagery, which is favored by Shanghai consumers. "Anti-hair loss" addresses the growing demand among Chinese men for hair loss prevention, fulfilling an unmet need that competitors have not yet fully addressed. Moreover, the use of ginseng and houttuynia aligns with current consumer trends in China’s first-tier cities, which prioritize functionality, natural ingredients, and safety. By leveraging the synergy between these four USPs, a unique product positioning, "Traditional Herbal-Based Anti-Hair Loss Male Shampoo," can be established to differentiate the product in the market.
This study contributes significant academic and practical value by systematically converting customer requirement into product features using QFD and proposing tangible USPs and differentiation strategies. The findings serve as foundational data for enhancing product quality and developing functional products in the Chinese male shampoo market. Future research should include comparative studies across diverse regions, clinical validation of hair loss and scalp care ingredients, and cost-effectiveness analysis to further refine product planning and market applicability.

목차 (Table of Contents)

• 목 차 ⅰ
• 표 목 차 ⅳ
• 그림목차 ⅴ
• Ⅰ. 서 론 1
• 1. 연구의 필요성 및 목적 1
• 2. 중국 상하이 시장 현황 7
• 1) 상하이의 지리적 위치 및 화장품 산업 클러스터 7
• 2) 상하이의 인구 및 경제 현황 8
• 3. 중국 남성 샴푸 시장 규모 9
• 4. 품질 기능 전개 10
• 1) 품질 기능 전개의 활용 10
• 2) 품질 기능 전개의 구조 11
• (1) 고객 요구 품질 12
• (2) 품질 특성 12
• (3) 고객 요구 품질과 품질 특성의 상관관계 12
• (4) 기획 품질 12
• 5. 독자적 판매 제안 13
• Ⅱ. 연구 방법 14
• 1. 설문 조사 14
• 1) 1차 설문 조사 14
• 2) 2차 설문 조사 14
• 3) 본 설문 조사 15
• 2. 품질 기능 전개 16
• 1) 고객 요구 품질 전개 16
• 2) 품질 특성 전개 16
• 3) 고객 요구 품질과 품질 특성 간의 상관관계 분석 17
• 4) 핵심 고객 요구 품질 분석 17
• 5) 시판 경쟁 제품 분석 17
• (1) 평가 제품 선정 17
• (2) 관능 평가 18
• (3) 효능·효과 자료 분석 18
• (4) 전성분 분석 19
• 6) 기획 품질 설정 19
• (1) 기본 품질 및 콘셉트화 항목 설정 19
• (2) 독자적 판매 제안 설정 20
• 3. 자료 분석 20
• Ⅲ. 연구 결과 21
• 1. 조사 대상자의 인구통계학적 특성 21
• 2. 조사 대상자의 두피 및 모발 특성 22
• 3. 남성 샴푸의 사용 실태 및 인식 25
• 1) 사용 빈도 25
• 2) 선호 브랜드 26
• 4. 남성 샴푸의 구매 행동 28
• 1) 가격 및 용량에 대한 수용도 28
• 2) 구매 경로 31
• 3) 구매 요인 32
• 4) 관심 성분 33
• 5. 고객 요구 품질 34
• 6. 품질 특성 36
• 1) 품질 특성 36
• 2) 고객 요구 품질과 품질 특성 간의 상관관계 36
• 3) 핵심 고객 요구 품질 37
• 7. 시판 경쟁 제품 분석 38
• (1) 관능 평가 38
• (2) 효능·효과 자료 분석 40
• (3) 전성분 분석 41
• 8. 기획 품질 42
• 1) 기본 품질 및 콘셉트화 항목 42
• 2) 독자적 판매 제안 43
• 9. 차별화 전략 44
• 1) 약제처럼 된 느낌의 전통 약감(藥感) 샴푸 전략 44
• 2) 탈모 방지 효능 중심 샴푸 전략 45
• 3) 인삼과 하수오를 기반으로 한 천연 생약(漢方) 샴푸 전략 45
• 4) 독자적 판매 제안 간의 시너지 기반 통합 차별화 전략 46
• Ⅳ. 고 찰 49
• Ⅴ. 결 론 52
• 참 고 문 헌 54
• ABSTRACT 62
• 부 록 65
• 감 사 의 글 84