新品上市如何有效预测和评估（How to effectively predict and evaluate new product listing）.doc

新品上市如何有效预测和评估（How to effectively predict and evaluate new product listing） Why do some products to market successfully, all the way and some products are perishing before victory? What is the cause of the product? Or something else? How can we effectively judge the market prospects of a new product? In August 2003, Johnson licensed independent sales mobile device iBOT 3000 from the U.S. Food and drug administration, which is an electric wheelchair, wheelchair impossible with traditional functions: can climb stairs; in the mobile place is not flat or climb the ridge; and also can be adjusted to the user can lift, and stand up people head. Johnson plans to market its product in 8 years and invest 150 million to start a company called independent technology to complete its sales. Is the investment worth it? How will the Johnson judge the future of the new product? Starting with the benchmark, by summing up the practice cases of many new products listed in different industries, we found four basic criteria for the prediction of new product listing and the evaluation of its prospects. Using this method to predict the product listing, it can improve the probability of new listing success while avoiding the risk of listing. We compare the new product (or service) with the existing products (or services) on the market and determine the relative advantages of the products in the market. The central idea of this approach is that when a customer buys a product, they are asking the product to help themselves do the job. The product will be successful when the company offers products that make it easier and faster for customers to do what they want to do. These four criteria can be divided into two categories: one is the incentive to buy, and the other is the barrier to purchase. New products must outperform other products in the following areas: 1., increase the incentive to buy A. must be cheaper (cheaper) than existing products. B. must provide better features (more benefits)