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研发风险参照(R
研发风险参照(R D risk reference)
New product development is the basic means for the general enterprises, especially high-tech enterprises to maintain a strong competitive advantage, which enables enterprises to obtain high returns. However, statistics show that the failure rate of new product development is very high. The application of investment management, financial participation and marketing management affects the success rate of new product development from many angles.
According to the enterprise (high tech enterprise) new product development investment risk from the point of view of marketing research, and that the failure to develop new products in practice mainly due to the failure of marketing management, marketing management is weak resulting in the failure of investment.
First, the risk of new product development
Marketing defines the new product as different from the general concept. It contains 6 different kinds of new products:
(1) new products. That is, the creation of a new market products, such as ball pen core is out of the hard pen consumer market in new products;
(2) newly added products outside the existing product lines. That is, the company complements the existing product line, which accounts for most of the new products, such as the new gum made by 3M;
(3) improvement or renewal of existing products. New products that provide improved functionality or greater perceived value and replace existing products, such as remote control colour TVs, are new products compared to traditional hand held colour TV sets;
(4) new product line. Products that enable the company to enter an existing market for the first time;
(5) repositioning the product. Existing products in a new market or market segment;
(6) cost reduction products. A new product that offers the same functionality but is less costly.
From the perspective of marketing, the main risk of new product development in an enterprise is capital investment recovery expectations and market uncertainty, t
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