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1、第十章 新產(chǎn)品開發(fā)與產(chǎn)品生命周期戰(zhàn)略本章內(nèi)容本章內(nèi)容產(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(kuò)散新產(chǎn)品市場擴(kuò)散Case StudyMicrosoft$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 efforts

2、are Internet relatedMany new products and services are in development 1 產(chǎn)品生命周期戰(zhàn)略產(chǎn)品生命周期戰(zhàn)略 一、產(chǎn)品生命周期(PLCPLCProductProduct Life CycleLife Cycle)原理導(dǎo)入期導(dǎo)入期導(dǎo)入期導(dǎo)入期成長期成長期成長期成長期成熟期成熟期成熟期成熟期衰退期衰退期衰退期衰退期TimeSales&profits($)Product Life-Cycle Theory The Typical Product Life The Typical Product Life Cycle(PLC)Has

3、Five Cycle(PLC)Has Five StagesStages（Product Product DevelopmentDevelopment）IntroductioIntroduction n Growth Growth Maturity Maturity Decline DeclineNot all products follow this Not all products follow this cycle:cycle:Fads Styles Fashions The product life cycle concept can be applied to a:Product c

4、lass(soft Product class(soft drinks)drinks)Product form(diet Product form(diet colas)colas)Brand(Diet Dr.Pepper)Brand(Diet Dr.Pepper)Using the PLC to forecast brand performance or to develop marketing strategies is problematic（一）產(chǎn)品開發(fā)期（一）產(chǎn)品開發(fā)期（Product development）Begins when the company develops a ne

5、w-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(fù)數(shù)二、產(chǎn)品生命周期戰(zhàn)略二、產(chǎn)品生命周期戰(zhàn)略（Product Life-Cycle Strategies）（二）產(chǎn)品導(dǎo)入期（二）產(chǎn)品導(dǎo)入期（Introduction）1 1、產(chǎn)品導(dǎo)入期的特點(diǎn)、產(chǎn)品導(dǎo)入期的特點(diǎn)、產(chǎn)品導(dǎo)入期的特點(diǎn)、產(chǎn)品導(dǎo)入期的特點(diǎn)1消費(fèi)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(diǎn)是知名度7消費(fèi)者以早期和創(chuàng)新購買者為主Low salesHigh cost per

6、customer acquiredNegative profitsInnovators are targetedLittle competition2、新產(chǎn)品上市的營銷策略、新產(chǎn)品上市的營銷策略 快速快速快速快速-掠取掠取掠取掠取策略策略策略策略快速快速快速快速-滲透滲透滲透滲透策略策略策略策略緩慢緩慢緩慢緩慢-滲透滲透滲透滲透策略策略策略策略緩慢緩慢緩慢緩慢-掠取掠取掠取掠取策略策略策略策略價格價格價格價格低低低低高高高高促銷費(fèi)用促銷費(fèi)用促銷費(fèi)用促銷費(fèi)用高高高高低低低低Product Offer a basic productPrice Use cost-plus basis to setD

7、istribution Build selective distributionAdvertising Build awareness among early adopters and dealers/resellersSales Promotion Heavy expenditures to create trial（三）產(chǎn)品成長期（三）產(chǎn)品成長期（Growth Stage）1、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(kuò)大，成本下降規(guī)模擴(kuò)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 custo

8、merRising profitsEarly adopters are targetedGrowing competition2、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(jìn)產(chǎn)品改進(jìn)3加強(qiáng)促銷加強(qiáng)促銷4進(jìn)入新的細(xì)分市場進(jìn)入新的細(xì)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,service,warrantyPrice Penetration pricingDistribution Build intensive distributionAdvertising Build awareness and interest in

9、the mass marketSales Promotion Reduce expenditures to take advantage of consumer demand（四）產(chǎn)品成熟期（四）產(chǎn)品成熟期（Maturity Stage）1、產(chǎn)品成熟期的特征特征：1市場飽和，銷量到達(dá)頂峰；2競爭劇烈，產(chǎn)品積壓；3促銷費(fèi)用增加，利潤減少；4時間跨度大Sales peakLow cost per customerHigh profitsMiddle majority are targetedCompetition begins to decline2、產(chǎn)品成熟期產(chǎn)品成熟期的營銷對策市場改進(jìn)市場改進(jìn)

10、（1）開發(fā)產(chǎn)品的新用途，尋求新的細(xì)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(jìn)；（2）式樣改進(jìn)；（3）包裝改進(jìn)；（4）品牌改進(jìn)；（5）口號、標(biāo)語改進(jìn)。營銷組合改進(jìn)營銷組合改進(jìn)Product Diversify brand and modelsPrice Set to match or beat competitionDistribution Build more intensive distributionAdvertising Stress brand differences and benefitsSales I

11、ncrease to encourage brand switching（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 per customerDeclining profitsLaggards are targetedDeclining competition2、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(fèi)用；4采取“堅持營銷”的策略；5

12、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 outletsAdvertising Reduce to level needed to retain hard-core loyalistsSales Promotion Reduce to minimal level2 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(jìn)產(chǎn)品 4、新品牌產(chǎn)品二、

13、新產(chǎn)品開發(fā)的組織二、新產(chǎn)品開發(fā)的組織1、組織形式組織形式組織形式組織形式包括：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(tuán)隊(duì)導(dǎo)向團(tuán)隊(duì)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、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N(yùn)ew Product DevelopmentDevelopment of original products,product improvements,product modifications,and new brands thr

14、ough the firms own R&D efforts.三、新產(chǎn)品開發(fā)程序三、新產(chǎn)品開發(fā)程序三、新產(chǎn)品開發(fā)程序三、新產(chǎn)品開發(fā)程序（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）主要方法主要方法有：產(chǎn)品屬性排列法；強(qiáng)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(fèi)者、科技人員、銷售人員、廣告代理商）Internal idea sources:R&D External idea sources:Customers,co

15、mpetitors,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(biāo)準(zhǔn)：市場條件、企業(yè)內(nèi)部條件、銷售條件、利潤 Product development costs increase substantially in later stages.Ideas are evaluated against criteria;most are eliminated.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

16、。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(jìn)行產(chǎn)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.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 few years.Product price,distribution,and marketing budget for the first year.Long-run sales and p