新产品如何上市

1.新产品上市概述
概念界定
上市失败原因分析
上市操作基本流程

2.顾客的需求分析
顾客的需求偏好分析——确定你的目标客户
顾客的购买决策分析
市场容量估计

3.竞争分析
市场竞争程度分析
识别主要的竞争者
竞争者的反应分析

4.产品的市场定位
产品差异化分析
市场细分
市场定位

5.产品的上市计划
产品的功能分析
该产品对其它产品的影响分析
产品的毛利分析
总体策略
营销组合
费用预算


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