新产品开发PPT.pptVIP

新产品开发 SEGMENT - TARGET - POSITION. 新产品开发的重要性 Differential Advantages For continued growth Respond to changing consumer behavior 面临的挑战 No marketing research Market size is overestimated The product is not well designed Positioning is wrong Cost Shorter product life cycles 新产品开发过程 新产品构思 The new-product development starts with the search for ideas. Where are new ideas from? Idea Screening ：筛选 The purpose of screening is to drop poor ideas as early as possible. Ways to evaluate new ideas: A Checklist used for evaluating new ideas: Page 338 Concept Development and Testing 概念测试 Ideas sh