新產(chǎn)品開發(fā)與產(chǎn)品生命周期策略(ppt21)-經(jīng)營管理(已修改)
2025-08-26 08:48 本頁面
【正文】 NewProduct Development and Product LifeCycle Strategies 新產(chǎn)品開發(fā)與產(chǎn)品生命周期策略 10 1 Objectives 目標(biāo) ? Understand how panies find and develop newproduct ideas. ? Learn the steps in the newproduct development process. ? Know the stages of the product life cycle. ? Understand how marketing strategies change during the product’s life cycle. ? 解釋公司如何尋找并開發(fā)新產(chǎn)品構(gòu)思 ? 列舉并定義新產(chǎn)品開發(fā)程序 ? 描述產(chǎn)品生命周期的各個(gè)階段 ? 描述產(chǎn)品生命周期中相應(yīng)的營銷策略 10 2 ? $50 billion in profits over 27 years ? Early newproduct development relied heavily on copying the petition ? $ billion annually invested in R amp。 D ? Innovation is critical to Microsoft’s future success ? Much of R amp。 D efforts are Inter related ? Many new products and services are in development Microsoft 微軟 Case Study 案例研究 10 3 Definition 定義 ? New Product Development ? Development of original products, product improvements, product modifications, and new brands through the firm’s own R amp。 D efforts. ? 新產(chǎn)品開發(fā) ? 通過企業(yè)自身研發(fā)部門的努力，開發(fā)原始產(chǎn)品，改進(jìn)產(chǎn)品性能，調(diào)整產(chǎn)品形態(tài)和開發(fā)新品牌 10 4 New Product Development Strategy 新產(chǎn)品開發(fā)策略 ? New products can be obtained via acquisition or development. ? New products suffer from high failure rates. ? Several reasons account for failure. ? 公司獲得新產(chǎn)品的途徑有兩個(gè)：直接獲取和開發(fā)。 ? 新產(chǎn)品的失敗率很高。 ? 失敗有幾個(gè)原因。 10 5 Ne
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