基于目标市场新产品开发的策略研究以吉林敖东新产品研发为例.doc

题 目: 基于目标市场新产品开发的策略研究 ——以吉林敖东新产品开发为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 在竞争日益激烈的今天，新产品的开发策略是企业营销的关键环节，许多企业在这方面都存在问题，我们从中发现问题并解决问题。深入了解目标市场，深入进行市场细分。但不能纸上谈兵要具体问题具体分析，在对各个企业在新产品开发的时应对的策略中发现不足之后，以新眼光去看待问题。以更优良的策略去解决问题。避免不经过仔细的研究分析市场及企业的状况，以模式话的方法和策略去运作产品营销，把别的企业的营销策略生搬硬套在自己的产品营销上，不知以变化的、发展的、创新的角度去实施在产品的开发策略上。通过重点分析了吉林敖东在新产品开发策略的优势后，提出一些合理化的建议。对企业的新产品开发策略有一定的指导作用。目前有许多企业在目标化市场新产品开发的策略上，存在很多问题。虽然一些企业也做了许多准备工作和营销计划，但效果甚微，甚至是反效果。这是由于错误的营销理念造成的，怎样才能让企业有一个正确的营销观念和认识，是我们要研究探讨的，以及在有了正确的观念后，要深入的了解市场，包括消费者、市场需求、竞争等诸多方面的因素。只有全面考虑诸多因素后才能使目标市场下新产品开发的策略更优良。 关键词：目标市场 新产品开发 策略 竞争 Title Based on Target Market New Product Developments Strategy Research— Take Jilin AoDong of New Product Development as Example Abstract In competition intense today, the new products development strategy is the enterprise marketing key link day by day, many enterprises have the existence problem in this aspect, we found that the problem and solves the problem. The inquire deeply target market, carries on the market segmentation thoroughly. But cannot be an armchair strategist wants the concrete question concrete study, to each enterprise after new product development deals in the strategy discovers the insufficiency, regards the question by the new judgment. Solves the problem by a finer strategy. Avoids not undergoing the careful research to analyze the market and enterprises condition, operates the product marketing by the pattern words method and the strategy, copies mechanically and applies slavishly other enterprises marketing strategy in own product marketing, did not know changes, the development, the innovation angle implements in the product development strategy. Through selective analysis Jilin AoDong after new product development strategy superiority, puts forward some rationalization proposal. Has certain instruction function to enterprises new product deve