新產(chǎn)品如何上市

1.新產(chǎn)品上市概述
概念界定
上市失敗原因分析
上市操作基本流程

2.顧客的需求分析
顧客的需求偏好分析——確定你的目標(biāo)客戶
顧客的購(gòu)買決策分析
市場(chǎng)容量估計(jì)

3.競(jìng)爭(zhēng)分析
市場(chǎng)競(jìng)爭(zhēng)程度分析
識(shí)別主要的競(jìng)爭(zhēng)者
競(jìng)爭(zhēng)者的反應(yīng)分析

4.產(chǎn)品的市場(chǎng)定位
產(chǎn)品差異化分析
市場(chǎng)細(xì)分
市場(chǎng)定位

5.產(chǎn)品的上市計(jì)劃
產(chǎn)品的功能分析
該產(chǎn)品對(duì)其它產(chǎn)品的影響分析
產(chǎn)品的毛利分析
總體策略
營(yíng)銷組合
費(fèi)用預(yù)算


1. Overview of new product development and launch
Definition of new product development and launch
Key issues of launch failure
New product launch process in general

2. Analyzing your customer’s need
Determining your target customer
Clients’ buying-decision analysis
Target market size estimation

3. Analyzing your competitors
Competition degree analysis
Identifying your main competitors
Analyzing your competitor’s reaction

4. Determining product positioning
Product differentiation analysis
Market segmentation
Market positioning

5. Planning your products launching
Functional analysis of the product
How this product interact with other products
Profit analysis
General strategy
Marketing mix
Marketing cost and budget