新产品开发与产品生命周期策略

New-ProductDevelopmentandProductLife-CycleStrategies新产品开发与产品生命周期策略10-1Objectives目标•Understandhowcompaniesfindanddevelopnew-productideas.•Learnthestepsinthenew-productdevelopmentprocess.•Knowthestagesoftheproductlifecycle.•Understandhowmarketingstrategieschangeduringtheproduct’slifecycle.•解释公司如何寻找并开发新产品构思•列举并定义新产品开发程序•描述产品生命周期的各个阶段•描述产品生命周期中相应的营销策略10-2•$50billioninprofitsover27years•Earlynew-productdevelopmentreliedheavilyoncopyingthecompetition•$4.2billionannuallyinvestedinR&D•InnovationiscriticaltoMicrosoft’sfuturesuccess•MuchofR&DeffortsareInternetrelated•ManynewproductsandservicesareindevelopmentMicrosoft微软CaseStudy案例研究10-3Definition定义•NewProductDevelopmentDevelopmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirm’sownR&Defforts.•新产品开发通过企业自身研发部门的努力，开发原始产品，改进产品性能，调整产品形态和开发新品牌10-4NewProductDevelopmentStrategy新产品开发策略•Newproductscanbeobtainedviaacquisitionordevelopment.•Newproductssufferfromhighfailurerates.•Severalreasonsaccountforfailure.•公司获得新产品的途径有两个：直接获取和开发。•新产品的失败率很高。•失败有几个原因。10-5NewProductDevelopmentStrategy新产品开发策略•NewProductDevelopmentProcess:Stage1:IdeaGenerationInternalideasources:–R&DExternalideasources:–Customers,competitors,distributors,suppliers•新产品开发步骤：步骤一：构思产生内部构思来源：研发外部构思来源：顾客、竞争者、分销商、供应商10-6NewProductDevelopmentStrategy新产品开发策略•NewProductDevelopmentProcess:Stage2:IdeaScreeningProductdevelopmentcostsincreasesubstantiallyinlaterstages.Ideasareevaluatedagainstcriteria;mostareeliminated.•新产品开发步骤步骤二：构思筛选在以后的产品开发过程中，成本会上升很快新产品构思要依据标准进行审核，大多数要除去10-7NewProductDevelopmentStrategy新产品开发策略•NewProductDevelopmentProcess:Stage3:ConceptDevelopmentandTestingProductconceptsprovidedetailedversionsofnewproductideas.Concepttestsasktargetconsumerstoevaluateproductconcepts.•新产品开发步骤：步骤三：概念发展和测试产品概念提供详细的新产品特点概念测试要求目标顾客评价产品概念。10-8NewProductDevelopmentStrategy新产品开发策略Stage4:MarketingStrategyDevelopmentStrategystatementsdescribe:–Thetargetmarket,productpositioning,andsales,share,andprofitgoalsforthefirstfewyears.–Productprice,distribution,andmarketingbudgetforthefirstyear.–Long-runsalesandprofitgoalsandthemarketingmixstrategy.步骤四：营销策略开发策略计划描述–目标市场、产品定位和销售量，市场份额以及开始几年的利润目标–产品价格、分销策略和营销预算–长期销售量、利润目标、营销组合10-9NewProductDevelopmentStrategy新产品开发策略•NewProductDevelopmentProcess:Stage5:BusinessAnalysisSales,cost,andprofitprojectionsStage6:ProductDevelopmentPrototypedevelopmentandtesting•新产品开发步骤步骤五：商业分析销量、成本、利润计划步骤六：产品开发原型开发和测试10-10NewProductDevelopmentStrategy新产品开发策略•NewProductDevelopmentProcess:Stage7:TestMarketingStandardtestmarketsControlledtestmarketsSimulatedtestmarketsStage8:Commercialization•新产品开发步骤：步骤七：市场测试标准市场测试控制市场测试摸拟市场测试步骤八：商品化10-11•TheTypicalProductLifeCycle(PLC)HasFiveStagesProductDevelopment,Introduction,Growth,Maturity,DeclineNotallproductsfollowthiscycle:FadsStylesFashions•典型的产品生活周期有五个步骤产品开发、介绍、成长、成熟、衰退并非所有产品都呈现这样的周期曲线热潮风格时尚ProductLife-CycleStrategies产品生命周期策略10-12ProductLife-CycleStrategies产品生命周期策略•Theproductlifecycleconceptcanbeappliedtoa:Productclass(softdrinks)Productform(dietcolas)Brand(DietDr.Pepper)UsingthePLCtoforecastbrandperformanceortodevelopmarketingstrategiesisproblematic•产品生命周期概念可以应用于：产品类别（软饮料）产品形式（健怡可乐）品牌用产品生命周期来预测品牌表现或发展营销策略是有问题的10-13Productdevelopment产品开发•当公司产生新产品观念时开始•销量为零•投资成本很高•利润为负•Beginswhenthecompanydevelopsanew-productidea•Salesarezero•Investmentcostsarehigh•Profitsarenegative10-14Introduction介绍期•低销售额•单位顾客成本高•亏本•创新者•竞争很少•Lowsales•Highcostpercustomeracquired•Negativeprofits•Innovatorsaretargeted•Littlecompetition10-15IntroductionStage介绍期•Product–Offerabasicproduct•Price–Usecost-plusbasistoset•Distribution–Buildselectivedistribution•Advertising–Buildawarenessamongearlyadoptersanddealers/resellers•SalesPromotion–Heavyexpenditurestocreatetrial•产品–提供基本产品•定价–成本加成法•分销–建立选择分销•广告–在早期使用者和经销商建立知名度•促销–加强促销引诱试用10-16Growth成长期•销量剧增•单位顾客成本一般•利润增长•早期试用者•竞争增多•Rapidlyrisingsales•Averagecostpercustomer•Risingprofits•Earlyadoptersaretargeted•Growingcompetition10-17Growth成长期•Product–Offerproductextensions,service,warranty•Price–Penetrationpricing•Distribution–Buildintensivedistribution•Advertising–Buildawarenessandinterestinthemassmarket•SalesPromotion–Reduceexpenditurestotakeadvantageofconsumerdemand•产品–扩大服务保证•价格–渗透市场价格法•分销–密集分销•广告–在大众市场建立知名度并引起兴趣•促销–减少促销，利用使用者需求10-18Maturity成熟期•销售高峰•单位顾客成本低•利润高•中期大众•竞争稳中有降•Salespeak•Lowcostpercustomer•Highprofits•Middlemajorityaretargeted•Competitionbeginstodecline10-19Maturity成熟期•Product–Diversifybrandandmodels•Price–Settomatchorbeatcompetition•Distribution–Buildmoreintensivedistribution•Advertising–Stressbranddifferencesandbenefits•SalesPromotion–Increasetoencouragebrandswitching•产品–品牌和型号多样化•价格–与竞争者抗衡或胜于它们•分销–建立更密集分销•广告–强调品牌差异和利益•促销–加强促销，鼓励转换品牌10-20Decline衰退期•销售衰退•单位顾客成本低•利润下降•落后者•竞争下降•Decliningsales•Lowcostpercustomer•Decliningprofits•Laggardsaretargeted•Decliningcompetition10-21Decline衰退期•Product–Phaseoutweakitems•Price–Cutprice•Distribution–Useselectivedistribution:phaseoutunprofitableoutlets•Advertising–Reducetolevelneededtoretainhard-coreloyalists•SalesPromotion–Reducetom