产品开发与产品生命周期(I)

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1、第十章新产品开发与产品生命周期战略本章内容产品市场生命周期新产品开发新产品市场扩散CaseStudyMicrosoft$50billioninprofitsover27yearsEarlynew-productdevelopmentreliedheavilyoncopyingthecompetition$4.2billionannuallyinvestedinR&DInnovationiscriticaltoMicrosoft’sfuturesuccessMuchofR&DeffortsareInternetrelatedManyn

2、ewproductsandservicesareindevelopment§1产品生命周期战略一、产品生命周期(PLC—ProductLifeCycle)原理导入期成长期成熟期衰退期TimeSales&profits($)ProductLife-CycleTheoryTheTypicalProductLifeCycle(PLC)HasFiveStages（ProductDevelopment）IntroductionGrowthMaturityDeclineNotallproductsfollowthiscycle:FadsStyl

3、esFashionsTheproductlifecycleconceptcanbeappliedtoa:Productclass(softdrinks)Productform(dietcolas)Brand(DietDr.Pepper)UsingthePLCtoforecastbrandperformanceortodevelopmarketingstrategiesisproblematic（一）产品开发期（Productdevelopment）Beginswhenthecompanydevelopsanew-productide

4、aSalesarezeroInvestmentcostsarehighProfitsarenegative公司开始发展一种新产品概念销售为零投资成本很高利润是负数二、产品生命周期战略（ProductLife-CycleStrategies）（二）产品导入期（Introduction）1、产品导入期的特点1〉消费者不了解产品2〉销售渠道不稳定3〉价格不稳定4〉产品不完善5〉竞争者少6〉重点是知名度7〉消费者以早期和创新购买者为主LowsalesHighcostpercustomeracquiredNegativeprofitsInno

5、vatorsaretargetedLittlecompetition2、新产品上市的营销策略快速-掠取策略快速-渗透策略缓慢-渗透策略缓慢-掠取策略价格低高促销费用高低Product–OfferabasicproductPrice–Usecost-plusbasistosetDistribution–BuildselectivedistributionAdvertising–Buildawarenessamongearlyadoptersanddealers/resellersSalesPromotion–Heavyexpendit

6、urestocreatetrial（三）产品成长期（GrowthStage）1、产品成长期的特征：1〉销量增长2〉规模扩大，成本下降3〉竞争者加入4〉分销渠道稳定RapidlyrisingsalesAveragecostpercustomerRisingprofitsEarlyadoptersaretargetedGrowingcompetition2、成长期的营销对策：1〉增产2〉产品改进3〉加强促销4〉进入新的细分市场5〉降低价格，保持竞争优势Product–Offerproductextensions,service,warr

7、antyPrice–PenetrationpricingDistribution–BuildintensivedistributionAdvertising–BuildawarenessandinterestinthemassmarketSalesPromotion–Reduceexpenditurestotakeadvantageofconsumerdemand（四）产品成熟期（MaturityStage）1、产品成熟期的特征：1〉市场饱和，销量到达顶峰；2〉竞争剧烈，产品积压；3〉促销费用增加，利润减少；4〉时间跨度大Sales

8、peakLowcostpercustomerHighprofitsMiddlemajorityaretargetedCompetitionbeginstodecline2、产品成熟期的营销对策市场改进（1）开发产品的新用途，寻求新的细