新產(chǎn)品開(kāi)發(fā)與產(chǎn)品生命周期策略(ppt21)-經(jīng)營(yíng)管理-全文預(yù)覽
【正文】 keting strategies is problematic ? 產(chǎn)品生命周期概念可以應(yīng)用于： ? 產(chǎn)品類(lèi)別（軟飲料） ? 產(chǎn)品形式（健怡可樂(lè)） ? 品牌 ?用產(chǎn)品生命周期來(lái)預(yù)測(cè)品牌表現(xiàn)或發(fā)展?fàn)I銷(xiāo)策略是有問(wèn)題的 10 13 Product development 產(chǎn)品開(kāi)發(fā) ?當(dāng)公司產(chǎn)生新產(chǎn)品觀念時(shí)開(kāi)始 ?銷(xiāo)量為零 ?投資成本很高 ?利潤(rùn)為負(fù) ? Begins when the pany develops a newproduct idea ? Sales are zero ? Investment costs are high ? Profits are negative 10 14 Introduction 介紹期 ? 低銷(xiāo)售額 ? 單位顧客成本高 ? 虧本 ? 創(chuàng)新者 ? 競(jìng)爭(zhēng)很少 ? Low sales ? High cost per customer acquired ? Negative profits ? Innovators are targeted ? Little petition 10 15 Introduction Stage 介紹期 ? Product – Offer a basic product ? Price – Use costplus basis to set ? Distribution – Build selective distribution ? Advertising – Build awareness among early adopters and dealers/resellers ? Sales Promotion – Heavy expenditures to create trial ? 產(chǎn)品 – 提供基本產(chǎn)品 ? 定價(jià) – 成本加成法 ? 分銷(xiāo) – 建立選擇分銷(xiāo) ? 廣告 – 在早期使用者和經(jīng)銷(xiāo)商建立知名度 ? 促銷(xiāo) – 加強(qiáng)促銷(xiāo)引誘試用 10 16 Growth 成長(zhǎng)期 ?銷(xiāo)量劇增 ?單位顧客成本一般 ?利潤(rùn)增長(zhǎng) ?早期試用者 ?競(jìng)爭(zhēng)增多 ? Rapidly rising sales ? Average cost per customer ? Rising profits ? Early adopters are targeted ? Growing petition 10 17 Growth 成長(zhǎng)期 ? Product – Offer product extensions, service, warranty ? Price – Peration pricing ? Distribution – Build intensive distribution ? Advertising – Build awareness and interest in the mass
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