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(編輯修改稿)
2024-09-20 08:48 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ing mix strategy. ? 步驟四：營(yíng)銷(xiāo)策略開(kāi)發(fā) ?策略計(jì)劃描述 –目標(biāo)市場(chǎng)、產(chǎn)品定位和銷(xiāo)售量，市場(chǎng)份額以及開(kāi)始幾年的利潤(rùn)目標(biāo) –產(chǎn)品價(jià)格、分銷(xiāo)策略和營(yíng)銷(xiāo)預(yù)算 –長(zhǎng)期銷(xiāo)售量、利潤(rùn)目標(biāo)、營(yíng)銷(xiāo)組合 10 9 New Product Development Strategy 新產(chǎn)品開(kāi)發(fā)策略 ? New Product Development Process: ? Stage 5: Business Analysis ? Sales, cost, and profit projections ? Stage 6: Product Development ? Prototype development and testing ? 新產(chǎn)品開(kāi)發(fā)步驟 ? 步驟五：商業(yè)分析 ?銷(xiāo)量、成本、利潤(rùn)計(jì)劃 ? 步驟六：產(chǎn)品開(kāi)發(fā) ?原型開(kāi)發(fā)和測(cè)試 10 10 New Product Development Strategy 新產(chǎn)品開(kāi)發(fā)策略 ? New Product Development Process: ? Stage 7: Test Marketing ? Standard test markets ? Controlled test markets ? Simulated test markets ? Stage 8: Commercialization ? 新產(chǎn)品開(kāi)發(fā)步驟： ? 步驟七：市場(chǎng)測(cè)試 ?標(biāo)準(zhǔn)市場(chǎng)測(cè)試 ?控制市場(chǎng)測(cè)試 ?摸擬市場(chǎng)測(cè)試 ? 步驟八：商品化 10 11 ? The Typical Product Life Cycle (PLC) Has Five Stages ? Product Development, Introduction, Growth, Maturity, Decline ? Not all products follow this cycle: ? Fads ? Styles ? Fashions ? 典型的產(chǎn)品生活周期有五個(gè)步驟 ? 產(chǎn)品開(kāi)發(fā)、介紹、成長(zhǎng)、成熟、衰退 ? 并非所有產(chǎn)品都呈現(xiàn)這樣的周期曲線 ?熱潮 ?風(fēng)格 ?時(shí)尚 Product LifeCycle Strategies 產(chǎn)品生命周期策略 10 12 Product LifeCycle Strategies 產(chǎn)品生命周期策略 ? The product life cycle concept can be applied to a: ? Product class (soft drinks) ? Product form (diet colas) ? Brand (Diet Dr. Pepper) ? Using the PLC to forecast brand performance or to develop mar
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