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
顧客的購買決策分析
市場容量估計(jì)

3.競爭分析
市場競爭程度分析
識別主要的競爭者
競爭者的反應(yīng)分析

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

5.產(chǎn)品的上市計(jì)劃
產(chǎn)品的功能分析
該產(chǎn)品對其它產(chǎn)品的影響分析
產(chǎn)品的毛利分析
總體策略
營銷組合
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