產(chǎn)品開發(fā)與產(chǎn)品生命周期課件

1、產(chǎn)品開發(fā)與產(chǎn)品生命周期第十章 新產(chǎn)品開發(fā)與產(chǎn)品生命周期戰(zhàn)略產(chǎn)品市場生命周期產(chǎn)品市場生命周期新產(chǎn)品開發(fā)新產(chǎn)品開發(fā)新產(chǎn)品市場擴散新產(chǎn)品市場擴散產(chǎn)品開發(fā)與產(chǎn)品生命周期$50 billion in profits over 27 yearsEarly new-product development relied heavily on copying the competition$4.2 billion annually invested in R & DInnovation is critical to Microsofts future successMuch of R & D e

2、fforts are Internet relatedMany new products and services are in development 產(chǎn)品開發(fā)與產(chǎn)品生命周期1 產(chǎn)品生命周期戰(zhàn)略產(chǎn)品生命周期戰(zhàn)略產(chǎn)品開發(fā)與產(chǎn)品生命周期Product Life-Cycle Theory Fads Styles Fashions Using the PLC to forecast brand performance or to develop marketing strategies is problematic產(chǎn)品開發(fā)與產(chǎn)品生命周期Begins when the company develops

3、 a new-product ideaSales are zeroInvestment costs are highProfits are negative公司開始發(fā)展一種新產(chǎn)品概念銷售為零投資成本很高利潤是負數(shù)（Product Life-Cycle Strategies）產(chǎn)品開發(fā)與產(chǎn)品生命周期（ Introduction）1消費者不了解產(chǎn)品2銷售渠道不穩(wěn)定3價格不穩(wěn)定4產(chǎn)品不完善5競爭者少6重點是知名度7消費者以早期和創(chuàng)新購買者為主Low salesHigh cost per customer acquiredNegative profitsInnovators are targetedLi

4、ttle competition產(chǎn)品開發(fā)與產(chǎn)品生命周期2、新產(chǎn)品上市的營銷策略、新產(chǎn)品上市的營銷策略 Product Offer a basic productPrice Use cost-plus basis to setDistribution Build selective distributionAdvertising Build awareness among early adopters and dealers/resellersSales Promotion Heavy expenditures to create trial產(chǎn)品開發(fā)與產(chǎn)品生命周期（Growth Stage）1、

5、產(chǎn)品成長期的特征特征： 1銷量增長銷量增長 2規(guī)模擴大，成本下降規(guī)模擴大，成本下降 3競爭者加入競爭者加入 4分銷渠道穩(wěn)定分銷渠道穩(wěn)定Rapidly rising salesAverage cost per customerRising profitsEarly adopters are targetedGrowing competition產(chǎn)品開發(fā)與產(chǎn)品生命周期2、成長期的營銷對策營銷對策： 1增產(chǎn)增產(chǎn)2產(chǎn)品改進產(chǎn)品改進3加強促銷加強促銷4進入新的細分市場進入新的細分市場5降低價格，保持競爭優(yōu)勢降低價格，保持競爭優(yōu)勢Product Offer product extensions, serv

6、ice, warrantyPrice Penetration pricingDistribution Build intensive distributionAdvertising Build awareness and interest in the mass marketSales Promotion Reduce expenditures to take advantage of consumer demand產(chǎn)品開發(fā)與產(chǎn)品生命周期（ Maturity Stage）1、產(chǎn)品成熟期的特征特征： 1市場飽和，銷量到達頂峰； 2競爭劇烈，產(chǎn)品積壓； 3促銷費用增加，利潤減少； 4時間跨度大Sa

7、les peakLow cost per customerHigh profitsMiddle majority are targetedCompetition begins to decline產(chǎn)品開發(fā)與產(chǎn)品生命周期2、產(chǎn)品成熟期產(chǎn)品成熟期的營銷對策市場改進市場改進（1）開發(fā)產(chǎn)品的新用途，尋求新的細分市場；（2）刺激現(xiàn)有顧客，增加使用頻率；（3）重新為產(chǎn)品定位，尋求新的買主。 產(chǎn)品改良產(chǎn)品改良（1）質(zhì)量（品質(zhì)、特征）改進；（2）式樣改進；（3）包裝改進；（4）品牌改進；（5）口號、標語改進。 營銷組合改進營銷組合改進Product Diversify brand and modelsPric

8、e Set to match or beat competitionDistribution Build more intensive distributionAdvertising Stress brand differences and benefitsSales Increase to encourage brand switching產(chǎn)品開發(fā)與產(chǎn)品生命周期（五）產(chǎn)品衰退期（五）產(chǎn)品衰退期（ Decline Stage）1、產(chǎn)品衰退期的特征特征： 1銷量迅速下降； 2競爭者開始推出新產(chǎn)品； 3價格下降到最低； 4只有少數(shù)購買者保持品牌忠誠Declining salesLow cost p

9、er customerDeclining profitsLaggards are targetedDeclining competition產(chǎn)品開發(fā)與產(chǎn)品生命周期2、企業(yè)在衰退期的營銷對策企業(yè)在衰退期的營銷對策 1聽任產(chǎn)品被自然淘汰； 2把有限的營銷資源集中使用在最有利的產(chǎn)品； 3大幅度削減促銷費用； 4采取“堅持營銷”的策略； 5停止生產(chǎn)經(jīng)營該產(chǎn)品Product Phase out weak itemsPrice Cut priceDistribution Use selective distribution: phase out unprofitable outletsAdvertisin

10、g Reduce to level needed to retain hard-core loyalistsSales Promotion Reduce to minimal level產(chǎn)品開發(fā)與產(chǎn)品生命周期2 新產(chǎn)品開發(fā)新產(chǎn)品開發(fā)營銷案例營銷案例易捕易捕.doc一、新產(chǎn)品的涵義一、新產(chǎn)品的涵義 1、全新產(chǎn)品 2、換代產(chǎn)品 3、改進產(chǎn)品 4、新品牌產(chǎn)品二、新產(chǎn)品開發(fā)的組織二、新產(chǎn)品開發(fā)的組織1、包括：產(chǎn)品線經(jīng)理；新產(chǎn)品經(jīng)理；新產(chǎn)品開發(fā)委員會；新產(chǎn)品開發(fā)部或新產(chǎn)品開發(fā)小組。2、團隊導(dǎo)向團隊導(dǎo)向的“同時型產(chǎn)同時型產(chǎn)品開發(fā)品開發(fā)”組織組織 即在整個開發(fā)過程中，研究部門、設(shè)計部門、技術(shù)部門、生產(chǎn)部門、

11、采購部門、市場營銷部門與財務(wù)部門等自始至終通力合作，各種職能的交叉管理始終貫穿于產(chǎn)品開發(fā)過程New Product DevelopmentDevelopment of original products, product improvements, product modifications, and new brands through the firms own R & D efforts.產(chǎn)品開發(fā)與產(chǎn)品生命周期（ New Product Development Process）1、尋求新產(chǎn)品創(chuàng)意、尋求新產(chǎn)品創(chuàng)意（ Stage 1: Idea Generation）主要方法主要方法

12、有：產(chǎn)品屬性排列法；強行關(guān)系法（組合家具）；多角分析法（洗衣粉的重要屬性水溫、使用方法和包裝）聚會激勵創(chuàng)新法（專業(yè)人員或發(fā)明家）征集意見法（消費者、科技人員、銷售人員、廣告代理商） Internal idea sources: R & D External idea sources: Customers, competitors, distributors, suppliers 2、篩選新產(chǎn)品創(chuàng)意、篩選新產(chǎn)品創(chuàng)意（Stage 2: Idea Screening）標準：市場條件、企業(yè)內(nèi)部條件、銷售條件、利潤 Product development costs increase subst

13、antially in later stages. Ideas are evaluated against criteria; most are eliminated.產(chǎn)品開發(fā)與產(chǎn)品生命周期3、新產(chǎn)品概念的形成和測試、新產(chǎn)品概念的形成和測試產(chǎn)品概念產(chǎn)品概念指已經(jīng)成型的產(chǎn)品構(gòu)思，即用文字、圖象、模型等予以清晰闡述，使之在顧客心目中形成一種潛在的產(chǎn)品形象。一個新產(chǎn)品創(chuàng)意能夠轉(zhuǎn)一個新產(chǎn)品創(chuàng)意能夠轉(zhuǎn)化為若干個產(chǎn)品概念化為若干個產(chǎn)品概念都要進行產(chǎn)品定位。 Stage 3: Concept Development and Testing Product concepts provide detailed

14、versions of new product ideas. Concept tests ask target consumers to evaluate product concepts.產(chǎn)品開發(fā)與產(chǎn)品生命周期4、擬訂初步的營銷計劃、擬訂初步的營銷計劃 新產(chǎn)品導(dǎo)入市場的營銷計劃Stage 4: Marketing Strategy Development Strategy statements describe:The target market, product positioning, and sales, share, and profit goals for the first fe

15、w years.Product price, distribution, and marketing budget for the first year.Long-run sales and profit goals and the marketing mix strategy.目標市場，產(chǎn)品定位和開始幾年的銷售，份額和利潤目標。產(chǎn)品價格，分銷和第一年的營銷預(yù)算。長期的銷售和利潤目標以及營銷組合戰(zhàn)略。產(chǎn)品開發(fā)與產(chǎn)品生命周期Stage 5: Business Analysis Sales, cost, and profit projectionsStage 6: Product Developm

16、ent Prototype development and testingStage 7: Test Marketing Standard test markets Controlled test markets Simulated test marketsStage 8: Commercialization5、商業(yè)分析、商業(yè)分析預(yù)測銷售額和推算成本與利潤6、設(shè)計、試制、測試和、設(shè)計、試制、測試和鑒定新產(chǎn)品鑒定新產(chǎn)品7、樣品試用和市場試銷、樣品試用和市場試銷8、產(chǎn)品正式投放市場、產(chǎn)品正式投放市場 案例：營銷案例推出新產(chǎn)品的時機.doc產(chǎn)品開發(fā)與產(chǎn)品生命周期 營銷案例新產(chǎn)品推廣.doc 受個人性格、文化背景、受教育程度和社會地位等因素影響，人們接受個人性格、文化背景、受教育程度和社會地位等因素