新产品开发与产品生命周期策略

你我共享你我共享腹有诗书气自华腹有诗书气自华第九章产品开发与产品生命周期策略治理部门可能会保存公司的品牌，也可以重定位该产品，也可以实行收获策略，或者打算放弃该产品。公司的现有产品面临着有限的生命周期，因此必需以产品来代替。产品成功的关键在于整个企业的共同努力、缜密的打算以及系统化的产品开发。1、解释公司如何查找并开发产品构思公司从各种渠道中查找产品构思2、列举并定义产品开发程序产品开发包括八个阶段。始于构思产生，然后是构思筛选，勾画具体的产品概念、进展概念测试、商业分析阶段、进展具体的产品开发，然后市场测试，最终推广到市场。3、描述产品生命周期的各个阶段典型的产品销售曲线为S形，由五个阶段组成。产品开发期、产品引入期、成长期、成熟期、衰退期。4、描述产品生命周期中的营销策略变化在引入期，公司必需选择一种推出策略与产品定位相适应。在成长期，公司连续培育潜在的消费者和分销商，并且要保持竞争领先地位及快速的增长。在成熟期，连续投资于产品生产并考虑调整市场、改进产品及营销组合。进入衰退期，公司要考虑如下策略：保持品牌不变，期盼竞争首先退出；收获产品，降低本钱，尽力保持销售；放弃产品，卖给其他公司或者以残值清算。产品开发。产品开发可能会有很大的风险。产品始终有着很高的失败率。产品开发始于设想产生。产品设想的来源很多：内部资源、顾客、竞争者、渠道成员、供给商或其他方面。大多数公司要求用标准的表格形式来描述产品构思，以便于产品委员会审核。有吸引力的产品构思需要进展成可测试的产品概念。产品构思转化为几种产品概念，很多公司在开发产品之前都会与消费者一起进展常规的概念测试。市场营销战略打算包括三局部。商业分析包括审查销售量、本钱和利润打算，以确定它们是否符合公司的目标。产品开发阶段需要大量的投资，这将打算着产品构思能否转化为技术上和商业上可行的产品。市场测试可以使营销人员提前了解营销时会消灭的具体状况，以重检验产品和营销打算，包括定位策略、广告策略、分销策略、定价策略、品牌策略、包装策略和预算水平。进展市场营销测试时，消费品产品通常承受以下三种方法中的一种：标准市场测试、掌握市场测试、模拟市场测试。假设公司打算将该产品商品化，它将面临到目前为止最大的本钱开支。公司要确定时机、在什么地方推出产品。为了更早地推出产品，很多公司开头承受一种更快的、团队导向的并行〔或团队〕产品开发方法。高层治理者赐予团队总体的策略导向，而不是具体的产品概念或是工作打算，并行开发也有它的局限性。一个典型的产品生命周期大致可以分为五个阶段：开发期、介绍期、成长期、成熟期、衰退期。产品生命周期的概念可以用来描述产品种类、产品形式或产品品牌。介绍期需要一些时间，销售增长也较为缓慢。对于公司来说，尤其是必需依据其设定的产品定位选择推出策略。成长期，销售会快速攀升。在成长阶段，公司面临着高市场份额或高利润的选择。成熟期的持续期一般会比前两个阶段长，并给营销治理部门带来最难应付的挑战。公司应当设法增加现有产品的消费数量。衰退或许是缓慢的，或许很快速。公司应当留意处理一些老化的产品。CHAPTER9NEW-PRODUCTDEVELOPMENTANDPRODUCTLIFE-CYCLESTRATEGIESSummaryAcompanyhastobegoodatdevelopingnewproducts.Italsomustmanagetheminthefaceofchangingtastes,technologies,andcompetition.Inaddition,newproductscanfail.Therisksofinnovationcanbeasgreatastherewards.Thekeytosuccessfulinnovationisinatotal-companyeffort,strongplanning,andasystematicnew-productdevelopmentprocess.Thenew-productdevelopmentprocessconsistsofeightstages:ideageneration,ideascreening,conceptdevelopmentandtesting,marketingstrategydevelopment,businessanalysis,productdevelopment,testmarketing,andcommercialization.Ateachstage,adecisionmustbemadeastowhethertheideashouldbefurtherdevelopedordropped.Thecompanywantstominimizethechancesofpoorideasmovingforwardorgoodideasbeingrejected.Eachproducthasalife-cyclemarkedbyachangingsetofproblemsandopportunities.ThesalesofatypicalproductfollowanS-shapedcurvemadeupoffivestages.Thesestagesincludetheproduct-developmentstage,theintroductionstage,thegrowthstage,thematuritystage,andthedeclinestage.Astheproductpassesthroughthesestages,themarketingplannermustadjusttheorganization”sstrategiesandbeawareofchangingproblems,threats,andopportunities.Theplannermustadjustthefirm”smarketingmixtothesechangesandbeabletopredictwhensignificantchangeswilloccur.Managingchangeisatruemarketingmanagementartandonenecessaryfortheorganizationtobesuccessfulinthelong-term.KeywordsandprincipleAcompanyhastobegoodatdevelopingandmanagingnewproducts.Eachproductseemstogothroughalifecycle.Theproductlifecyclefacestwomajorchallenges:theproblemofnew-productdevelopment,theproblemofproductlife-cyclestrategies.Thecompanymustmanagetheirnewproductsinthefaceofchangingtastes,technologies,andcompetition.Giventherapidchangeinconsumertastes,technology,andcompetition,companiesmustdevelopasteadystreamofnewproductsandservices.Afirmcanobtainnewproductsintwoways:acquisition,newproductdevelopment.Innovationcanbeveryrisky.Successfactorsarethoughttobe:Uniquesuperiorproduct,well-definedproductconcept,Otherfactors(Seniormanagementcommitment,Relentlessinnovation,Asmoothlyfunctioningnew-productdevelopmentprocess).Thesolutionliesinstrongnew-productplanningandinsettingupasystematicnew-productdevelopmentprocessforfindingandgrowingnewproducts.Thefirststepinthenew-productdevelopmentprocessisideagenerationwhichisthesystematicsearchfornewproductideas.Therearemanysourcesfornewproductideas:Internalsources,Customers,Competitors,Distributors,suppliers.Thesearchfornew-productideasshouldbesystematicratherthanhaphazard.Topmanagementcanavoidmanyproblemsbyadoptinganideamanagementsystemthatdirectstheflowofnewideastoacentralpointwheretheycanbecollected,reviewed,andevaluated.Theideamanager:Helpstocreateaninnovation-orientedculture.Yieldsalargernumberofideas.Thesecondstepinthenew-productdevelopmentprocessisideascreeningwhichinvolvesscreeningnewproductideasinordertospotgoodideasanddroppooronesassoonaspossible.Onewaytokeepinformationorganizedistohaveexecutiveswriteupnew-productideasonastandardformthatcanbereviewedbyanew-productcommittee.Thethirdstageintheprocessisconceptdevelopmentandtesting.Conceptsmaytakeonseveralforms:productidea,productconcept,productimage.Marketersarealwaystryingtofindnewwaystomakeproductconceptsmorerealtoconcept-testsubjects.Thefourthstepismarketingstrategydevelopmentwhichinvolvesdesigninganinitialmarketingstrategyforanewproductbasedontheproductconcept.Amarketingstrategystatementshouldbeproduced.Thenextstepisbusinessanalysiswhichisareviewofthesales,costs,andprofitprojectionsforanewproducttofindoutwhetherthesefactorssatisfythecompany”sobjectives.Thesixthstepisproductdevelopmentwhichinvolvesdevelopingtheproductconceptintoaphysicalproductinordertoensurethattheproductideacanbeturnedintoaworkableproduct.Thisstepcallsforalargejumpininvestment.Theseventhstepistestmarketingwhichisthestageatwhichtheproductandmarketingprogramareintroducedintomorerealisticmarketingsettings.Theamountoftestmarketingvarieswitheachnewproduct.Whenusingtestmarketing,consumerproductscompaniesusuallychooseoneofthreeapproaches:Standardtestmarkets,Controlledtestmarkets,Simulatedtestmarkets.Theeighthandfinalstepinthenew-productdevelopmentprocessiscommercialization.Thecompanybringingoutanewproductmustmakethefollowingdecisions:When?Where?Manycompaniesaredroppingthesequentialproductdevelopmentmethodinfavorofsimultaneousproductdevelopment.ThemethodsarebestdescribedasSimultaneousproduct(orteam-based)development,itisanapproachtodevelopingnewproductsinwhichvariouscompanydepartmentsworkcloselytogether,overlappingthestepsintheproductdevelopmentprocesstosavetimeandincreaseeffectiveness.Theproductlife-cycle(PLC)isthecourseofaproduct”ssalesandprofitsoveritslifetime.Itinvolvesfivedistinctstages:Theproductdevelopmentstage,Theintroductionstage,Thegrowthstage,Thematuritystage,Thedeclinestage.NotallproductsfollowtheS-shapedproductlifecycle.ThePLCcandescribeaproductclass,aproductform,orabrand.ThePLCcanalsobeappliedtostyles,fashions,andfads.ThePLCconceptcanbeappliedbymarketersasausefulframeworkforDescribinghowproductsandmarketswork.Someproblemsusingtheconceptcanarise.Whenusedcarefully,thePLCconceptcanhelpindevelopinggoodmarketingstrategiesfordifferentstagesoftheproductlife-cycle.thefirststagetoexploreinmoredetailatthispointistheintroductionstage.Inthisstage,profitsarenegativeorlowbecauseofthelowsalesandhighdistributionexpenses.Themarketpioneermustlaunchitsproductwithastrategythatisconsistentwithalong-termfocusonthemarketratherthanaquickprofitgain.Retainingmarketleadershipmaybedifficult,butisdesirable.Thegrowthstageistheproductlife-cyclestageduringwhichaproduct”ssalesstartclimbingquickly.Profitsincrease.Thefirmfacesatrade-offbetweenhighmarketshareandhighcurrentprofit.Thematuritystageisthatstageintheproductlifecyclewheresalesgrowthslowsorlevelsoff.Productmanagersmayhavetodomorethansimplydefendtheirproducts.Managementhasthemostexperiencewiththisstage.Marketmodification,Productmodification,Marketingmixmodification.Thedeclinestageisthestageintheproductlifecycleinwhichaproduct”ssalesdecline.Companiesneedtopaymoreattentiontotheiragingproducts.Decisionsthatneedtobemadeare:maintain,harvest,drop.第九章产品开发与产品生命周期策略1、以下生命周期最长的是〔〕。ABCD2、在市场面比较小、市场上大多数消费者已生疏该产品、购置者情愿出高价、潜在竞争威逼不大的市场环境下使用〔〕。ABCD3、美国的化装品公司把婴儿专用的洗发膏推向青年妇女市场，使销售量消灭再