품질 기능 전개 기법을 활용한 중국 세럼의 상품 기획 차별화 전략 중국 북방 지역 20대 여성을 중심으로 = Product Planning Differentiation Strategies for Chinese serums Using Quality Function Deployment (QFD) Method: Focusing on Women in Their 20s in Northern China

다국어 초록 (Multilingual Abstract)

This study applied consumer needs analysis and quality function deployment (QFD) to develop a differentiated serum product that reflects the preferences of consumers in Northern China. The main findings and implications are summarized as follows.
First, to systematically identify consumer requirements, a survey was conducted with 496 women in their twenties residing in Northern China. Analysis of needs related to sensory attributes and functional effects when using a serum revealed a total of 21 customer requirement (CR), including 9 sensory items and 12 functional items. Among them, absorption and non-stickiness were classified as A-grade items in the sensory category, while tone-up and skin tone improvement, moisturization, wrinkle reduction, whitening, and blemish removal were classified as A-grade items in the functional category. These six A-grade attributes were identified as critical customer requirements (CCR) and verified as essential criteria for serum product planning.
Second, to translate the CCR into technical terms that can be utilized by product developers, expert consultations with two cosmetics industry specialists were conducted. As a result, 26 engineering characteristics (ECs) were derived, including absorption, viscosity, moisture retention durability, skin brightness, skin elasticity, and irritation level. Through a subsequent focus group interview (FGI) with three experts, correlations between CRs and ECs were examined. The analysis identified non-stickiness, refreshing sensation, wrinkle improvement, and long-lasting efficacy as final CCR factors, indicating that Chinese consumers’ strong preferences for specific sensory attributes and long-lasting efficacy translate directly into technical quality requirements.
Third, to establish differentiation strategies based on the CCRs, three competing products Estée Lauder, SK-II, and L’Oréal were evaluated with respect to sensory performance, evidence supporting functional claims, and ingredient composition. The analysis revealed that non-stickiness, long-lasting efficacy, and sebum-control represent clearly unmet needs across all competing products, thus being confirmed as final USP elements. These findings indicate that—even within the premium serum segment—current products tend to emphasize immediate effects while lacking scientific evidence for key features such as non-sticky formulations, long-lasting efficacy, and sebum/pore management.
Fourth, from the perspective of full ingredient composition, among the twelve ingredient concept categories derived in this study, sodium PCA, peptide, and Centella Asiatica extract were selected as core ingredients based on criteria related to sensory attributes and efficacy, leading to the development of a triple-ingredient USP strategy. Sodium PCA contributes to differentiation in terms of sensory experience by providing lightweight, non-sticky moisturization; peptide delivers long-term anti-aging value through the cumulative efficacy achieved with repeated use; and Centella Asiatica extract supports skin condition management by offering soothing effects and regulating sebum balance. Together, these ingredients form a complementary functional structure. Unlike conventional serums that rely on a single “star” ingredient, this approach represents an integrated ingredient design strategy that simultaneously satisfies both user experience and efficacy perception, thereby demonstrating distinctive differentiation value.
Overall, this study proposes a comprehensive differentiation strategy for the Chinese serum market based on consumer-driven insights, integrating:
① innovation in sensory experience characterized by low viscosity, non-tacky texture, and immediate absorption;
② reinforcement of functional credibility through long-term efficacy and sebum–pore management supported by scientific evidence; and
③ an ingredient differentiation strategy built upon a triple-ingredient USP framework.
This integrated strategy enables the development of products that simultaneously fulfill emotional satisfaction (sensory experience), scientific reliability (efficacy durability and clinical validation), and functional superiority (skin texture refinement and sebum regulation). Furthermore, by employing a QFD-based systematic product planning framework, the proposed strategy is expected to contribute to securing tangible competitive advantages in the Chinese serum market.
Finally, the QFD implementation in this study demonstrates its value not only for individual product development but also as a data-driven decision-making tool that can support companies in establishing customer-centric quality strategies in the future.

목차 (Table of Contents)

• 목 차 ⅰ
• 표 목 차 ⅳ
• 그림목차 ⅴ
• Ⅰ. 서 론 　1
• 1. 연구의 목적 및 필요성 　1
• 2. 세럼의 정의와 분류 　6
• 1) 세럼의 핵심 특성 　6
• (1) 고농축 활성 성분의 집약체 　7
• (2) 소량 고기능성 설계 　7
• (3) 피부 투과성 강화 기술 　7
• (4) 피부 고민별 맞춤형 효능 　7
• 2) 세럼 유형의 특징 　8
• (1) 수성 타입 세럼 　8
• (2) 유성 타입 세럼 　9
• (3) 로션/젤 타입 세럼 　9
• (4) 분말/동결 건조 타입 세럼 　10
• (5) 미세 캡슐 타입 세럼 　10
• 3. 품질 기능 전개의 정의와 개념 　12
• 4. 품질 기능 전개의 필요성 　14
• Ⅱ. 연구 방법 　16
• 1. 고객의 소리 수집 　16
• 1) 1차 예비 설문 조사 　16
• 2) 2차 확대 설문 조사 　17
• 3) 3차 본 설문 조사 　18
• 2. 품질 기능 전개 　19
• 1) 고객 요구 품질 도출 　19
• 2) 품질 특성 전개 　19
• 3) 고객 요구 품질과 품질 특성의 상관관계 분석 　20
• 4) 경쟁 제품 분석 　20
• (1) 관능 평가 　21
• (2) 효능·효과 자료 분석 　21
• (3) 전성분 분석 　22
• 5) 상품 기획 품질 목표 설정 　22
• (1) 기본 품질 및 콘셉트화 항목 설정 　22
• (2) 독자적 판매 제안 설정 　23
• Ⅲ. 연구 결과 및 고찰 　24
• 1. 인구통계학적 특성 　24
• 2. 세럼 제품의 사용 실태 　25
• 1) 사용 횟수 　25
• 2) 사용 형태 　26
• 3) 관심 성분 　27
• 3. 기대 효과 　29
• 1) 효능·효과 　29
• 2) 사용감 　31
• 4. 구매 행동 　33
• 1) 선호하는 용량과 가격 　33
• 2) 브랜드 　35
• (1) 사용 중인 브랜드의 국가 　35
• (2) 선호하는 브랜드 　36
• (3) 해당 브랜드를 선호하는 이유 　38
• 5. 고객 요구 품질 　39
• 6. 품질 특성 　42
• 7. 고객 요구 품질과 품질 특성의 상관관계 　43
• 8. 경쟁 제품 비교 　44
• 9. 기획 품질 　46
• 1) 기본 품질 및 콘셉트화 항목 　46
• 2) 독자적 판매 제안 항목 　47
• 10. 차별화 전략 　48
• 1) 사용감 측면 　49
• 2) 효능·효과 측면 　49
• 3) 전성분 측면 　50
• 4) 독자적 판매 제안을 활용한 상품 기획 제안 　52
• Ⅳ. 결 론 　55
• 참 고 문 헌 　57
• ABSTRACT 　63
• 부 록 　67
• 감 사 의 글 　91