评估新产品市场机会与销售预测（Evaluate new product market opportunities and sales forecasts）.docVIP

评估新产品市场机会与销售预测（Evaluate new product market opportunities and sales forecasts） Evaluate new product market opportunities and sales forecasts Professor Liu Changyong of Zhongshan University and the Department of Business Administration Definition of Market Opportunity Assessment The so-called market opportunity assessment, refers to the new product development planning process, need to assess the demand scale of the new product potential (market potential), and the degree of the scale of demand in different product planning and environmental conditions (market penetration). Generally, the market opportunity assessment needs to take into account the timeline changes, and the opportunity assessment needs to be revised over time and with changes in information. Since there is too little information about new products, that is to say, there are too many uncertainties, so the evaluation is difficult to be accurate and is often influenced by subjective wishes. However, market opportunity assessment has an important impact on new product development decisions, especially in the early stages of the development process. It is often possible to determine whether the new product development case is worth continuing. Of course, the so-called market opportunity assessment can provide valuable information for new product development planning reference, so it is of considerable importance. The market potential of new products on behalf of the future market opportunities of the size and growth rate, can also be regarded as the market demand for new products is also in the upper limit, and timing, the ideal state, the maximum possible size of the market. Market penetration is the realization of the market potential of new products in a specific environment, and therefore can be considered as the upper limit of market sales. Forecasting process of new product market opportunity The degree of effort required to predict new product market opportunities, the degree of effort involved, and