第十章-新产品开发与产品生命周期课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,第十章 新产品开发与产品生命周期战略,本章内容,产品市场生命周期,新产品开发,新产品市场扩散,第十章 新产品开发与产品生命周期战略本章内容,1,Case Study,Microsoft,$50 billion in profits over 27 years,Early new-product development relied heavily on copying the competition,$4.2 billion annually invested in R & D,Innovation is critical to Microsofts future success,Much of R & D efforts are Internet related,Many new products and services are in development,Case StudyMicrosoft$50 billion,2,1,产品生命周期战略,一、产品生命周期,(,PLC,Product,Life Cycle,),原理,导入期,成长期,成熟期,衰退期,Time,Sales,&,profits,($),1 产品生命周期战略一、产品生命周期(PLCProdu,3,Product Life-Cycle Theory,The Typical Product Life Cycle (PLC) Has Five Stages,（Product Development）Introduction,Growth,Maturity,Decline,Not all products follow this cycle:,Fads,Styles,Fashions,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 marketing strategies is problematic,Product Life-Cycle TheoryThe T,4,（一）产品开发期,（,Product development）,Begins when the company develops a new-product idea,Sales are zero,Investment costs are high,Profits are negative,公司开始发展一种新产品概念,销售为零,投资成本很高,利润是负数,二、产品生命周期战略,（Product Life-Cycle Strategies）,（一）产品开发期（Product development）B,5,（二）产品导入期,（,Introduction）,1、产品导入期的特点,1消费者不了解产品,2销售渠道不稳定,3价格不稳定,4产品不完善,5竞争者少,6重点是知名度,7消费者以早期和创新购买者为主,Low sales,High cost per customer acquired,Negative profits,Innovators are targeted,Little competition,（二）产品导入期（ Introduction）1、产品导入期,6,2、新产品上市的营销策略,快速-掠取,策略,快速-渗透,策略,缓慢-渗透,策略,缓慢-掠取,策略,价格,低,高,促销费用,高,低,Product,Offer a basic product,Price,Use cost-plus basis to set,Distribution,Build selective distribution,Advertising,Build awareness among early adopters and dealers/resellers,Sales Promotion,Heavy expenditures to create trial,2、新产品上市的营销策略 快速-掠取快速-渗透缓慢-渗透缓慢,7,（三）产品成长期,（,Growth Stage）,1、产品成长期的,特征,：,1销量增长,2规模扩大，成本下降,3竞争者加入,4分销渠道稳定,Rapidly rising sales,Average cost per customer,Rising profits,Early adopters are targeted,Growing competition,（三）产品成长期（Growth Stage）1、产品成长期的,8,2、成长期的,营销对策,：,1增产,2产品改进,3加强促销,4进入新的细分市场,5降低价格，保持竞争优势,Product,Offer product extensions, service, warranty,Price,Penetration pricing,Distribution,Build intensive distribution,Advertising,Build awareness and interest in the mass market,Sales Promotion,Reduce expenditures to take advantage of consumer demand,2、成长期的营销对策： Product Offer pr,9,（四）产品成熟期,（,Maturity Stage）,1、产品成熟期的,特征,：,1市场饱和，销量到达顶峰；,2竞争剧烈，产品积压；,3促销费用增加，利润减少；,4时间跨度大,Sales peak,Low cost per customer,High profits,Middle majority are targeted,Competition begins to decline,（四）产品成熟期（ Maturity Stage）1、产品成,10,2、,产品成熟期,的,营销对策,市场改进,（1）开发产品的新用途，寻求新的细分市场；,（2）刺激现有顾客，增加使用频率；,（3）重新为产品定位，寻求新的买主。,产品改良,（1）质量（品质、特征）改进；,（2）式样改进；,（3）包装改进；,（4）品牌改进；,（5）口号、标语改进。,营销组合改进,Product,Diversify brand and models,Price,Set to match or beat competition,Distribution,Build more intensive distribution,Advertising,Stress brand differences and benefits,Sales,Increase to encourage brand switching,2、产品成熟期的营销对策市场改进Product Dive,11,（五）产品衰退期（,Decline Stage）,1、产品衰退期的,特征,：,1销量迅速下降；,2竞争者开始推出新产品；,3价格下降到最低；,4只有少数购买者保持品牌忠诚,Declining sales,Low cost per customer,Declining profits,Laggards are targeted,Declining competition,（五）产品衰退期（ Decline Stage）1、产品衰退,12,2、,企业在衰退期的营销对策,1听任产品被自然淘汰；,2把有限的营销资源集中使用在最有利的产品；,3大幅度削减促销费用；,4采取“坚持营销”的策略；,5停止生产经营该产品,Product,Phase out weak items,Price,Cut price,Distribution,Use selective distribution: phase out unprofitable outlets,Advertising,Reduce to level needed to retain hard-core loyalists,Sales Promotion,Reduce to minimal level,2、企业在衰退期的营销对策 1听任产品被自然淘汰；Pro,13,2,新产品开发,营销案例易捕.doc,一、新产品的涵义,1、全新产品,2、换代产品,3、改进产品,4、新品牌产品,二、新产品开发的组织,1,、,组织形式,包括：,产品线经理；新产品经理；新产品开发委员会；新产品开发部或新产品开发小组。,2,、,团队导向,的,“同时型产品开发”组织,即在整个开发过程中，研究部门、设计部门、技术部门、生产部门、采购部门、市场营销部门与财务部门等自始至终通力合作，各种职能的交叉管理始终贯穿于产品开发过程,New Product Development,Development of original products, product improvements, product modifications, and new brands through the firms own R & D efforts.,2 新产品开发营销案例易捕.doc一、新产品的涵义,14,三、新产品开发程序,（,New Product Development Process）,1、寻求新产品创意,（,Stage 1: Idea Generation,）,主要方法,有,：,产品属性排列法；,强行关系法,（组合家具）,；,多角分析法,（洗衣粉的重要属性水温、使用方法和包装）,聚会激励创新法,（专业人员或发明家）,征集意见法（,消费者、科技人员、销售人员、广告代理商,）,Internal idea sources:,R & D,External idea sources:,Customers, competitors, distributors, suppliers,2、筛选新产品创意,（Stage 2: Idea Screening）,标准：市场条件、企业内部条件、销售条件、利润,Product development costs increase substantially in later stages.,Ideas are evaluated against criteria; most are eliminated.,三、新产品开发程序（ New Product Develop,15,3、新产品概念的形成和测试,产品概念,指已经成型的产品构思，即用文字、图象、模型等予以清晰阐述，使之在顾客心目中形成一种潜在的产品形象。,一个新产品创意能够转化为若干个产品概念,都要进行产品定位。,Stage 3:,Concept Development and Testing,Product concepts provide detailed versions of new product ideas.,Concept tests ask target consumers to evaluate product concepts.,3、新产品概念的形成和测试产品概念指已经成型的产品构思，即,16,4、拟订初步的营销计划,新产品导入市场的营销计划,Stage 4:,Marketing Strategy Development,Strategy statements describe:,The target market, product positioning, and sales, share, and profit goals for the first few years.,Product price, distribution, and marketing budget for the first year.,Long-run sales and profit goals and the marketing mix strategy.,目标市场，产品定位和开始几年的销售，份额和利润目标。,产品价格，分销和第一年的营销预算。,长期的销售和利润目标以及营销组合战略。,4、拟订初步的营销计划,17,Stage 5: Business Analysis,Sales, cost, and profit projections,Stage 6: Product Development,Prototype development and testing,Stage 7: Test Marketing,Standard test markets,Controlled test markets,Simulated test markets,Stage 8:,Commercialization,5、商业分析,预测销售额和推算成本与利润,6、设计、试制、测试和鉴定新产品,7、样品试用和市场试销,8、产品正式投放市场,案例：,营销案例推出新产品的时机.doc,Stage 5: Business Analysis5、商业,18,四、新产品市场扩散,营销案例新产品推广.doc,1、新产品特征与市场扩散四大特征与扩散度,2、顾客购买行为与市场扩散,受个人性格、文化背景、受教育程度和社会地位等因素影响，人们接受新产品的快慢程度不同。,采用者可划分为五种类型。从新产品上市算起，采用者的采用时间大体服从统计学中的正态分布，约有68%的采用者（早期大众和晚期大众）落入平均采用时间加减一个标准差的区域内。其他类推。,16%,守旧者,13.5%,早期,采用者,34%,早期,大众,34%,晚期,大众,2.5%,创新者,新产品扩散曲线,四、新产品市场扩散 营销案例新产品推广.doc1、新产,19,