1、New-Product Development and Product Life-Cycle Strategies新產品開發與產品生命周期策略0Objectives 目標Understand how companies find and develop new-product ideas.Learn the steps in the new-product development process.Know the stages of the product life cycle.Understand how marketing strategies change during the prod

2、ucts life cycle.解釋公司如何尋找并開發新產品構思列舉并定義新產品開發程序描述產品生命周期的各個階段描述產品生命周期中相應的營銷策略1$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 are Int

3、ernet relatedMany new products and services are in development Microsoft 微軟Case Study 案例研究2Definition 定義New Product DevelopmentDevelopment of original products, product improvements, product modifications, and new brands through the firms own R & D efforts.新產品開發通過企業自身研發部門的努力，開發原始產品，改進產品性能，調整產品形態和開發新

4、品牌3New Product Development Strategy新產品開發策略New products can be obtained via acquisition or development.New products suffer from high failure rates.Several reasons account for failure.公司獲得新產品的途徑有兩個：直接獲取和開發。新產品的失敗率很高。失敗有幾個原因。4New Product Development Strategy新產品開發策略New Product Development Process:Stage

5、1: Idea Generation Internal idea sources: R & D External idea sources: Customers, competitors, distributors, suppliers新產品開發步驟：步驟一：構思產生內部構思來源：研發外部構思來源：顧客、競爭者、分銷商、供應商5New Product Development Strategy新產品開發策略New Product Development Process:Stage 2: Idea Screening Product development costs increase subst

6、antially in later stages. Ideas are evaluated against criteria; most are eliminated.新產品開發步驟步驟二：構思篩選在以后的產品開發過程中，成本會上升很快新產品構思要依據標準進行審核，大多數要除去6New Product Development Strategy新產品開發策略New Product Development Process:Stage 3: Concept Development and Testing Product concepts provide detailed versions of ne

7、w product ideas. Concept tests ask target consumers to evaluate product concepts.新產品開發步驟：步驟三：概念發展和測試產品概念提供詳細的新產品特點概念測試要求目標顧客評價產品概念。7New Product Development Strategy新產品開發策略Stage 4: Marketing Strategy Development Strategy statements describe:The target market, product positioning, and sales, share, an

8、d 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.步驟四：營銷策略開發策略計劃描述目標市場、產品定位和銷售量，市場份額以及開始幾年的利潤目標產品價格、分銷策略和營銷預算長期銷售量、利潤目標、營銷組合8New Product Development Strategy新產品開發策略New Product Dev

9、elopment Process:Stage 5: Business Analysis Sales, cost, and profit projectionsStage 6: Product Development Prototype development and testing新產品開發步驟步驟五：商業分析銷量、成本、利潤計劃步驟六：產品開發原型開發和測試9New Product Development Strategy新產品開發策略New Product Development Process:Stage 7: Test Marketing Standard test markets C

10、ontrolled test markets Simulated test marketsStage 8: Commercialization新產品開發步驟：步驟七：市場測試標準市場測試控制市場測試摸擬市場測試步驟八：商品化10The Typical Product Life Cycle (PLC) Has Five StagesProduct Development, Introduction, Growth, Maturity, DeclineNot all products follow this cycle: Fads Styles Fashions典型的產品生活周期有五個步驟產品開發

11、、介紹、成長、成熟、衰退并非所有產品都呈現這樣的周期曲線熱潮風格時尚Product Life-Cycle Strategies產品生命周期策略11Product Life-Cycle Strategies產品生命周期策略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 marke

12、ting strategies is problematic產品生命周期概念可以應用于：產品類別（軟飲料）產品形式（健怡可樂）品牌用產品生命周期來預測品牌表現或發展營銷策略是有問題的12Product development 產品開發當公司產生新產品觀念時開始銷量為零投資成本很高利潤為負Begins when the company develops a new-product ideaSales are zeroInvestment costs are highProfits are negative13Introduction 介紹期低銷售額單位顧客成本高虧本創新者競爭很少Low sale

13、sHigh cost per customer acquiredNegative profitsInnovators are targetedLittle competition14Introduction Stage 介紹期Product Offer a basic productPrice Use cost-plus basis to setDistribution Build selective distributionAdvertising Build awareness among early adopters and dealers/resellersSales Promotion

14、 Heavy expenditures to create trial產品 提供基本產品定價 成本加成法分銷 建立選擇分銷廣告 在早期使用者和經銷商建立知名度促銷 加強促銷引誘試用15Growth 成長期銷量劇增單位顧客成本一般利潤增長早期試用者競爭增多Rapidly rising salesAverage cost per customerRising profitsEarly adopters are targetedGrowing competition16Growth 成長期Product Offer product extensions, service, warrantyPrice

15、 Penetration pricingDistribution Build intensive distributionAdvertising Build awareness and interest in the mass marketSales Promotion Reduce expenditures to take advantage of consumer demand產品 擴大服務保證價格 滲透市場價格法分銷 密集分銷廣告 在大眾市場建立知名度并引起興趣促銷 減少促銷，利用使用者需求17Maturity 成熟期銷售高峰單位顧客成本低利潤高中期大眾競爭穩中有降Sales peakL

16、ow cost per customerHigh profitsMiddle majority are targetedCompetition begins to decline18Maturity 成熟期Product Diversify brand and modelsPrice Set to match or beat competitionDistribution Build more intensive distributionAdvertising Stress brand differences and benefitsSales Promotion Increase to encourage brand switching產品 品牌和型號多樣化價格 與競爭者抗衡或勝于它們分銷 建立更密集分銷廣告 強調品牌差異和利益促銷 加強促銷，鼓勵轉換品牌19Decline 衰退期銷售衰退單位顧客成本低利潤下降落后者競爭下降Declining salesLow cost per customerDeclining profitsLaggards are targetedDeclining competition20Decline 衰退期Product Phase