新產(chǎn)品開發(fā)和產(chǎn)品生命周期策略培訓(xùn)

1、新產(chǎn)品開發(fā)和產(chǎn)品生命周期策略培訓(xùn)新產(chǎn)品開發(fā)和產(chǎn)品生命周期策略培訓(xùn)講師：胡一夫Evaluation Warning : The document was created with Spire.Presentation for .NET產(chǎn)品策略略產(chǎn)產(chǎn)品生生命周期期和新產(chǎn)產(chǎn)品開發(fā)發(fā)Evaluation Warning : The document was created with Spire.Presentation for .NET3第一節(jié)產(chǎn)產(chǎn)品生生命周期期原理每種產(chǎn)品品的銷售售和利潤潤都不是是固定不不變的，都有其其由弱到到強(qiáng)又由由盛轉(zhuǎn)衰衰的發(fā)展展過程，即產(chǎn)品品的生命命周期，簡稱PLC。產(chǎn)品的生生

2、命周期期指產(chǎn)品品的經(jīng)濟(jì)濟(jì)壽命。分為介紹紹期、成成長期、成熟期期、衰退退期。Evaluation Warning : The document was created with Spire.Presentation for .NET4時(shí)間產(chǎn)品開發(fā)階段介紹階段利潤銷售額成長階段成熟階段衰退階段投資損失 ($)銷售和利潤 ($)產(chǎn)品生命命周期過過程中的的銷售和和利潤產(chǎn)品生命命周期Evaluation Warning : The document was created with Spire.Presentation for .NET5產(chǎn)品生命命周期的的運(yùn)用產(chǎn)品生命命周期可可以用于于描述:產(chǎn)品大類類具

3、有最長長的生命命周期（如燃油油汽車）產(chǎn)品形式式具有標(biāo)準(zhǔn)準(zhǔn)的生命命周期形形式（如如小型貨貨車）品牌由于競爭爭和對(duì)競競爭的反反應(yīng)導(dǎo)致致生命周周期變化化很快（如福特特土星）Evaluation Warning : The document was created with Spire.Presentation for .NET6銷售成本利潤營銷目標(biāo)產(chǎn)品價(jià)格銷量低 高成本低利潤甚至虧損形成產(chǎn)品認(rèn)知和試用提供基本產(chǎn)品通常很高，利用成本加成定價(jià)分銷高昂的分銷成本廣告在經(jīng)銷商和早期采用者中間建立產(chǎn)品認(rèn)知對(duì)特征、目標(biāo)和和戰(zhàn)略的的總結(jié)產(chǎn)品生命命周期的的介紹階階段Evaluation Warning : The

4、document was created with Spire.Presentation for .NET7介紹期的的四種營營銷策略略快速撇脂脂策略緩慢撇脂脂策略快速滲透透策略緩慢滲透透策略Evaluation Warning : The document was created with Spire.Presentation for .NET8銷售成本利潤營銷目標(biāo)產(chǎn)品價(jià)格銷售額迅速增長 平均成本利潤開始增加使市場份額最大化提供新產(chǎn)品特征、產(chǎn)品延伸、服務(wù)和質(zhì)量擔(dān)保市場滲透定價(jià)分銷增加分銷渠道的數(shù)量廣告在大眾市場中建立認(rèn)知和興趣對(duì)特征、目標(biāo)和和戰(zhàn)略的的總結(jié)產(chǎn)品生命命周期的的成長階階段Evalua

5、tion Warning : The document was created with Spire.Presentation for .NET9銷售成本利潤營銷目標(biāo)標(biāo)產(chǎn)品價(jià)格銷售水平平達(dá)到頂頂峰低成本先是高額額利潤然然后利潤潤開始下下降在維持市市場份額額的前提提下使利利潤最大大化品牌和產(chǎn)產(chǎn)品形式式多樣化化競爭對(duì)等等分銷密集分銷銷廣告強(qiáng)調(diào)產(chǎn)品品差異性性和利益益對(duì)特征、目標(biāo)和和戰(zhàn)略的的總結(jié)產(chǎn)品生命命周期的的成熟階階段Evaluation Warning : The document was created with Spire.Presentation for .NET10產(chǎn)品生命命周期的的成熟

6、階階段努力增加加對(duì)現(xiàn)有有產(chǎn)品的的消費(fèi)量量改變諸如如產(chǎn)品質(zhì)質(zhì)量、特特征或風(fēng)風(fēng)格等吸吸引新的的使用者者通過改變變營銷組組合的一一個(gè)或多多個(gè)要素素提升銷銷量.調(diào)整市場場調(diào)整產(chǎn)品品調(diào)整營銷銷組合Evaluation Warning : The document was created with Spire.Presentation for .NET11銷售成本利潤營銷目標(biāo)產(chǎn)品價(jià)格銷售下降低成本下降的利潤減少支出、維持、重置、收割或放棄產(chǎn)品放棄老化的產(chǎn)品降價(jià)分銷選擇性分銷: 放棄不能獲利的渠道廣告僅僅用于維持現(xiàn)有忠誠顧客 對(duì)特征、目標(biāo)和和戰(zhàn)略的的總結(jié)產(chǎn)品生命命周期的的衰退階階段Evaluation Wa

7、rning : The document was created with Spire.Presentation for .NET12Evaluation Warning : The document was created with Spire.Presentation for .NET13豆豆公仔仔Evaluation Warning : The document was created with Spire.Presentation for .NET14芭比娃娃娃Evaluation Warning : The document was created with Spire.Presen

8、tation for .NET15Evaluation Warning : The document was created with Spire.Presentation for .NET16克雷奧拉拉蠟筆Evaluation Warning : The document was created with Spire.Presentation for .NET17Evaluation Warning : The document was created with Spire.Presentation for .NET18Evaluation Warning : The document wa

9、s created with Spire.Presentation for .NET19Evaluation Warning : The document was created with Spire.Presentation for .NET20第三節(jié)新新產(chǎn)品品開發(fā)策策略Evaluation Warning : The document was created with Spire.Presentation for .NET21吉列的新新產(chǎn)品開開發(fā)Evaluation Warning : The document was created with Spire.Presentation for

10、 .NET22吉列的新新產(chǎn)品開開發(fā)Evaluation Warning : The document was created with Spire.Presentation for .NET23吉列的新新產(chǎn)品開開發(fā)Evaluation Warning : The document was created with Spire.Presentation for .NET24新產(chǎn)品失失敗的原原因新產(chǎn)品的的失敗率率據(jù)估計(jì)計(jì)高達(dá)80%。成功的20%，五年之之后只有有40%左右能存存活下來來。為什么?過高估計(jì)計(jì)市場規(guī)規(guī)模產(chǎn)品設(shè)計(jì)計(jì)存在問問題市場定位位錯(cuò)誤，沒有開開展有效效的廣告告活動(dòng)，或定價(jià)價(jià)過高。強(qiáng)力

11、推行行經(jīng)市場場調(diào)研發(fā)發(fā)現(xiàn)前景景不好的的產(chǎn)品產(chǎn)品的開開發(fā)成本本過高競爭對(duì)手手的激烈烈反應(yīng)Evaluation Warning : The document was created with Spire.Presentation for .NET25改進(jìn)新產(chǎn)產(chǎn)品新產(chǎn)品的的成功取取決于:獨(dú)一無二二的優(yōu)勢勢產(chǎn)品(高品質(zhì)、特征以以及使用用價(jià)值）很好的產(chǎn)產(chǎn)品構(gòu)思思（明確確的目標(biāo)標(biāo)市場，產(chǎn)品要要求和利利益）要想開發(fā)發(fā)成功的的新產(chǎn)品品，公司司必須:了解顧客客、市場場和競爭爭對(duì)手開發(fā)能給給顧客帶帶來超級(jí)級(jí)價(jià)值的的顧客Evaluation Warning : The document was created wi

12、th Spire.Presentation for .NET26新產(chǎn)品的的開發(fā)方方式、組組織營銷學(xué)所所謂的新新產(chǎn)品，大體上上包括：新發(fā)明明的產(chǎn)品品、更新新?lián)Q代產(chǎn)產(chǎn)品、改改良產(chǎn)品品和新牌牌號(hào)產(chǎn)品品，即凡凡是能給給顧客帶帶來某種種新的滿滿足、新新的利益益的產(chǎn)品品，都可可以稱之之為新產(chǎn)產(chǎn)品。Evaluation Warning : The document was created with Spire.Presentation for .NET27構(gòu)思產(chǎn)生構(gòu)思篩選概念發(fā)展和測試營銷戰(zhàn)略制定商業(yè)分析產(chǎn)品開發(fā)市場測試商品化新產(chǎn)品開開發(fā)的主主要程序序Evaluation Warning : The doc

13、ument was created with Spire.Presentation for .NET28顧客競爭對(duì)手手渠道成員員供應(yīng)商系統(tǒng)地尋尋找新產(chǎn)產(chǎn)品設(shè)計(jì)計(jì)思想，可以從從雇員內(nèi)內(nèi)部獲得得，也可可以從：新產(chǎn)品開開發(fā)過程程：步驟1.構(gòu)思產(chǎn)生生Evaluation Warning : The document was created with Spire.Presentation for .NET29新產(chǎn)品開開發(fā)過程程：步驟2.構(gòu)思篩選選盡可能去去掉不好好的構(gòu)思思而留住住好的構(gòu)構(gòu)思。許多公司司都有評(píng)評(píng)估和篩篩選構(gòu)思思的系統(tǒng)統(tǒng)，用于于評(píng)估:市場規(guī)模模產(chǎn)品價(jià)格格開發(fā)時(shí)間間和成本本生產(chǎn)成本本投資回報(bào)報(bào)

14、然后再根根據(jù)公司司的一系系列標(biāo)準(zhǔn)準(zhǔn)進(jìn)行評(píng)評(píng)估。Evaluation Warning : The document was created with Spire.Presentation for .NET301.將產(chǎn)品構(gòu)構(gòu)思轉(zhuǎn)化化為幾種種產(chǎn)品概概念概念測試試與合適的的目標(biāo)消消費(fèi)者一起測試試這些產(chǎn)產(chǎn)品概念念3.選擇最能能吸引目目標(biāo)消費(fèi)費(fèi)者的概概念新產(chǎn)品開開發(fā)過程程：步驟3.概念發(fā)展展產(chǎn)品形象：消費(fèi)者感知實(shí)際或潛在產(chǎn)品的方式Evaluation Warning : The document was created with Spire.Presentation for .NET31克萊斯勒勒的汽車車

15、產(chǎn)品概概念Evaluation Warning : The document was created with Spire.Presentation for .NET32克萊斯勒勒的汽車車產(chǎn)品概概念Evaluation Warning : The document was created with Spire.Presentation for .NET33常規(guī)的概概念測試試Evaluation Warning : The document was created with Spire.Presentation for .NET34描述產(chǎn)品品長期:銷售/利潤目標(biāo)標(biāo)營銷組合合戰(zhàn)略描述產(chǎn)品品在第一一

16、年的:計(jì)劃價(jià)格格分銷策略略營銷預(yù)算算整體描述述:目標(biāo)市場場計(jì)劃產(chǎn)品品定位銷售/利潤目標(biāo)標(biāo)市場份額額新產(chǎn)品開開發(fā)過程程：步驟4.營銷戰(zhàn)略略Evaluation Warning : The document was created with Spire.Presentation for .NET35第一部分分Evaluation Warning : The document was created with Spire.Presentation for .NET36第二部分分Evaluation Warning : The document was created with Spire.Prese

17、ntation for .NET37第三部分分Evaluation Warning : The document was created with Spire.Presentation for .NET38如果不,淘汰該產(chǎn)產(chǎn)品概念念商業(yè)分析析審查銷售售量、成成本和利利潤計(jì)劃劃,以確定它它們是否否符合公公司的目目標(biāo)步驟5.商業(yè)分析析步驟6.產(chǎn)品開發(fā)發(fā)如果是，進(jìn)入產(chǎn)品開發(fā)階段 Evaluation Warning : The document was created with Spire.Presentation for .NET39兩個(gè)產(chǎn)品品進(jìn)入市市場前進(jìn)進(jìn)行性能能測試的的例子Evaluatio

18、n Warning : The document was created with Spire.Presentation for .NET40廣告包裝產(chǎn)品預(yù)算水平平定位分銷定價(jià)品牌市場測試試包含的的內(nèi)容將產(chǎn)品和和營銷計(jì)計(jì)劃同時(shí)時(shí)進(jìn)入更更為真實(shí)實(shí)的市場場環(huán)境進(jìn)進(jìn)行測試試。掌握握四個(gè)數(shù)數(shù)據(jù)：試試用率、再購率率、正式式采用率率、購買買頻率。新產(chǎn)品開開發(fā)過程程步驟7.市場測試試Evaluation Warning : The document was created with Spire.Presentation for .NET41納貝斯克克未經(jīng)測測試推出出新產(chǎn)品品Evaluation Warnin

19、g : The document was created with Spire.Presentation for .NET42標(biāo)準(zhǔn)市場場測試在少數(shù)幾幾個(gè)代表表性城市市全面銷售售產(chǎn)品控制市場場測試在一些同同意進(jìn)行行測試的的商店銷售產(chǎn)品品，同時(shí)時(shí)向這些些商店支付一定定費(fèi)用模擬市場場測試在模擬購購物環(huán)境境下進(jìn)行行測試新產(chǎn)品開開發(fā)過程程步驟7.市場測試試Evaluation Warning : The document was created with Spire.Presentation for .NET43虛擬測試試Evaluation Warning : The document was cre

20、ated with Spire.Presentation for .NET44何時(shí)是推推出產(chǎn)品的合適時(shí)時(shí)機(jī)?商品化是是將產(chǎn)品品推向市市場的階階段新產(chǎn)品開開發(fā)過程程步驟8.商品化在何地推推出新產(chǎn)品?目標(biāo)顧客客營銷策略略Evaluation Warning : The document was created with Spire.Presentation for .NET45步驟 1步驟 2步驟 3步驟 4順序產(chǎn)品開發(fā)加速新產(chǎn)產(chǎn)品開發(fā)發(fā)步驟 1步驟 2步驟 3步驟 4并行（團(tuán)隊(duì)）產(chǎn)品開發(fā)Evaluation Warning : The document was created with Spir

21、e.Presentation for .NET46新產(chǎn)品購購買決策策過程現(xiàn)在我們們來看看看購買者者如何來來購買新新產(chǎn)品。它或許許已經(jīng)問問世了一一些時(shí)候候，但我我們感興興趣的是是消費(fèi)者者怎樣第第一次了了解該新新產(chǎn)品，并做出出采用或或拒絕的的決策。我們把把“個(gè)人人初次聽聽到一種種創(chuàng)新到到最終采采用的心心理過程程”定定義為“采用過過程(adoptionprocess)”；而采用是是指一個(gè)個(gè)人使自自己變?yōu)闉橐粋€(gè)產(chǎn)產(chǎn)品的固固定用戶戶的決定定。Evaluation Warning : The document was created with Spire.Presentation for .NET47 知曉:消費(fèi)者知知道新產(chǎn)產(chǎn)品，但缺乏乏相關(guān)信信息.興趣:消費(fèi)者尋尋找相關(guān)關(guān)新產(chǎn)品品的信息.評(píng)價(jià):消費(fèi)者考考慮是否否試用該創(chuàng)新產(chǎn)產(chǎn)品.試用: 消費(fèi)者小規(guī)模地試用新產(chǎn)品.采用: 消費(fèi)者決定全面地或經(jīng)常地使用該新產(chǎn)品.采用過程程的各個(gè)個(gè)階段Evaluation Warning : The document was created with Spire.Presentation for .NET48采用者分分類采用者比比例采用