產(chǎn)品組合和開發(fā)新產(chǎn)品講義(文件)
【正文】 egy Development Idea Screening Business Analysis Product Development Market Testing Commercialization Probability of Success Probability of technical pletion Overall probability of success = Probability of mercialization given technical pletion X Probability of economic success given mercialization X Thank you! 演講完畢，謝謝觀看！ 。 The importance of product innovation ? Need for growth— products, like people, go through lifecycles. ? Increased consumer selectivity— not spending as freely. ? Resources and environmental considerations—environmental factors will influence product decisions. Researchers have identified five categories of individual adopters for new products: ?Innovators — 3% of the market. ?Early adopters — 13% of market. ?Early majority — 34% of market. ?Late majority — 34% of market. ?Laggards — 16% of market. 三、開發(fā)新產(chǎn)品的程序 開發(fā)新產(chǎn)品具有很大的風(fēng)險(xiǎn)，因此必須嚴(yán)格遵循一定的科學(xué)程序，才能達(dá)到減少風(fēng)險(xiǎn)的目的。 （ 1）新產(chǎn)品開發(fā)能夠推動(dòng)社會(huì)進(jìn)步和生產(chǎn)力的發(fā)展。 （ 3）改進(jìn)型新產(chǎn)品 ? 指對(duì)老產(chǎn)品在質(zhì)量、結(jié)構(gòu)、功能、材料、花色品種等方面作出適當(dāng)改進(jìn)的產(chǎn)品，以實(shí)現(xiàn)性能更好、精密度更高、功能更齊全、款式更新穎、成本更低、更節(jié)能環(huán)保等目標(biāo)。 ? 這類新產(chǎn)品往往隨著科學(xué)技術(shù)的重大突破而誕生。 Developing New Products 一、新產(chǎn)品的概念及類別 二、開發(fā)新產(chǎn)品的意義 三、開發(fā)新產(chǎn)品的程序 第三節(jié) 開發(fā)新產(chǎn)品 What is a ‘new’ product? ? Products that are truly innovative. Eg cure for cancer. Products which have no existing substitutes. ? Innovative replacements for existing products. Product is significantly different from existing products. Eg Digital HDTV. ? Imitative products that are new to a particular pany. Imitation products new to that pany,not to the market 一、新產(chǎn)品的概念 從市場(chǎng)營銷的角度來看，新產(chǎn)品是一個(gè)相當(dāng)廣泛的概念，既指絕對(duì)的新產(chǎn)品，又指相對(duì)的新產(chǎn)品。 企業(yè)可以通過產(chǎn)品線的填充來適應(yīng)消費(fèi)者需求的發(fā)展變化，淘汰不適銷的產(chǎn)品，以達(dá)到增加銷量和利潤的目的。 （ 2）經(jīng)銷商可能會(huì)因?yàn)榈蜋n產(chǎn)品獲利微薄、形象欠佳而不愿意經(jīng)營低檔產(chǎn)品，企業(yè)不得不另建分銷網(wǎng)絡(luò)，從而使銷售費(fèi)用增加。 ? 向下延伸的原因： （ 1）企業(yè)在高檔市場(chǎng)上的銷售不理想。 產(chǎn)品線延伸的三種策略： Trading up, trading down ? Marketers add: Higher priced item. To increase perception of product prestige and attract the higher ine market. Lower priced item. To increase perception of product prestige and attract the lower ine market. Risks to Trading up, Trading down ? Negligible gain, buyer confusion ? Sales genera
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