新产品开发与产品生命周期策略.ppt

New-Product Development and Product Life-Cycle Strategies 新产品开发与产品生命周期策略 10 - * Objectives 目标 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 product’s life cycle. 解释公司如何寻找并开发新产品构思 列举并定义新产品开发程序 描述产品生命周期的各个阶段 描述产品生命周期中相应的营销策略 10 - * $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 Microsoft’s future success Much of R D efforts are Internet related Many new products and services are in development Microsoft 微软 Case Study 案例研究 10 - * Definition 定义 New Product Development Development of original products, product improvements, product modifications, and new brands through the firm’s own R D efforts. 新产品开发 通过企业自身研发部门的努力，开发原始产品，改进产品性能，调整产品形态和开发新品牌 10 - * New Product Development Strategy新产品开发策略 New products can be obtained via acquisition or development. New products suffer from high failure rates. Several reasons account for failure. 公司获得新产品的途径有两个：直接获取和开发。 新产品的失败率很高。 失败有几个原因。 10 - * New Product Development Strategy新产品开发策略 New Product Development Process: Stage 1: Idea Generation Internal idea sources: R D External idea sources: Customers, competitors, distributors, suppliers 新产品开发步骤： 步骤一：构思产生 内部构思来源：研发 外部构思来源：顾客、竞争者、分销商、供应商 10 - * New Product Development Strategy新产品开发策略 New Product Development Process: Stage 2: Idea Screening Product development costs increase  substantially in later stages. Ideas are evaluated against criteria; most are eliminated. 新产品开发步骤 步骤二：构思筛选 在以后的产品开发过程中，成本会上升很快 新产品构思要依据标准进行审核，大多数要除去 10 - * New Product Development Strategy新产品开发策略 New Product Development Process: Stage 3: Concept Development and Testing Product concepts provide detailed  versions of new product ideas. Concept tests ask target consumers to  evaluate product concepts. 新产品开发步骤