新产品开发与产品生命周期策略.pptVIP

03十二月2025新产品开发与产品生命周期策略

Objectives目标Understandhowcompaniesfindanddevelopnew-productideas.Learnthestepsinthenew-productdevelopmentprocess.Knowthestagesoftheproductlifecycle.Understandhowmarketingstrategieschangeduringtheproduct’slifecycle.解释公司如何寻找并开发新产品构思列举并定义新产品开发程序描述产品生命周期的各个阶段描述产品生命周期中相应的营销策略

$50billioninprofitsover27yearsEarlynew-productdevelopmentreliedheavilyoncopyingthecompetition$4.2billionannuallyinvestedinRDInnovationiscriticaltoMicrosoft’sfuturesuccessMuchofRDeffortsareInternetrelatedManynewproductsandservicesareindevelopmentMicrosoft微软CaseStudy案例研究

Definition定义NewProductDevelopmentDevelopmentoforiginalproducts,productimprovements,productmodifications,andnewbrandsthroughthefirm’sownRDefforts.新产品开发通过企业自身研发部门的努力，开发原始产品，改进产品性能，调整产品形态和开发新品牌

NewProductDevelopmentStrategy

新产品开发策略Newproductscanbeobtainedviaacquisitionordevelopment.Newproductssufferfromhighfailurerates.Severalreasonsaccountforfailure.公司获得新产品的途径有两个：直接获取和开发。新产品的失败率很高。失败有几个原因。

NewProductDevelopmentStrategy

新产品开发策略NewProductDevelopmentProcess:Stage1:IdeaGenerationInternalideasources:RDExternalideasources:Customers,competitors,distributors,suppliers新产品开发步骤：步骤一：构思产生内部构思来源：研发外部构思来源：顾客、竞争者、分销商、供应商

NewProductDevelopmentStrategy

新产品开发策略NewProductDevelopmentProcess:Stage2:IdeaScreeningProductdevelopmentcostsincrease

substantiallyinlaterstages.Ideasareevaluatedagainstcriteria;mostareeliminated.新产品开发步骤步骤二：构思筛选在以后的产品开发过程中，成本会上升很快新产品构思要依据标准进行审核，大多数要除去

NewProductDevelopmentStrategy

新产品开发策略NewProductDevelopmentProcess:Stage3:ConceptDevelopmentandTestingProductconceptsprovidedetailed

versionsofnewproductideas.Concepttestsasktargetconsumersto

evaluateproductconcepts.新产品开发步骤：步骤三：概念发展和测试产品概念提供详细的新产品特点概念测试要求目标顾客评价产品概念。

NewProductDevelopmentStrategy

新产品开发策略Stage4:MarketingStrategyDevelopmentStrategystatements