参考教材:新产品营销
导论
1,黄静;huangjing977@whu.edu.cn
2,教学目的:
新产品营销的基本理论和技术
培养学生观察、思考、发现问题和解决有关新产品营销问题的能力
(学完stp、4p就可以解决很多问题了 )
3,做营销顾客永远是对的;
4,李佳琪成功的三个维度:信任、专业、吸引力
5,教学方案:
讲授为主:基本理论、大量案例分析
互动式学习:讨论、新产品小组、案例分析
自我课外学习:关注市场动态、阅读书籍、文献
6,教学要求:
运用科学营销理论解决实际问题
分析某行业新产品创新规律(手机、化妆品啥的,整个发展历程之中的创新规律,创新的影响因素有哪些、其发展的内在逻辑是什么)
7,成绩:
平时成绩:45%
某行业创新规律报道15%
新产品案例分析报道10%
新产品开发计划书20%
期末考试:55%
第一章 新产品开发概述
1,产品的内涵:
实物产品、服务、人员、地点、组织、观念
产品层级:
核心、一般、期望、附加、潜在
一般是螺旋形上升,先做好核心(比如手机的通讯功能),然后是一般(比如照相),然后是期望(颜值啥的)……然后再回到核心。
2,亲和力强的人比颜值高的人更适合服务业,颜值高的从小被人服务,很难真正为人着想。
3,产品的分类:
使用的范围:共有产品、私有产品(比如私有产品就是别人看不到的,比如宿舍就没有啥私人产品)
信息对不对称:搜索产品(对比竞品直接买,比如手机电脑)、体验产品(比如衣服、饮料)、信任产品(使用了也不知道好不好,只能够信任)
实用品(水、笔记本)和享乐品(巧克力、饮料)(先买实用品再买享乐品可能性更大,因为先买享乐品会有心理负担,所以先推荐实用品顾客更愿意花钱)
重量正属性、重量负属性(产品的分类会影响营的策略,比如正属性的用低音体现出其重量)
概率产品(随机发货,花同样的钱可能得到超值的产品,本质是销售方式、定价方式的创新)
4,任何产品的需求都是三个层级:
功能
体验(要从视觉、触觉、嗅觉、听觉、味觉五种感觉出发)
象征
5,新产品概念:
全新产品:
是指应用新原理、新技术、新材料,具有新结构、新功能的产品。该新产品在全世界首先开发,能开创新的市场。在新产品之中占比低于10%。笔记本电脑是pc改的,所以不算,汽车和白炽灯算。这一部分由于风险较高,不符合大公司可持续发展的需求,因此一般是小公司来做全新产品。
改进型的新产品:
占新产品26%左右(数据不准确),是对老产品的改进、升级,大多数企业在做这件事。
颠覆式创新:完全的新技术,换一个思路,比如空气洗衣机;
渐进式创新:手机的更新换代。
模仿型新产品
对已上市产品进行模仿生产,大概20%。但是有市场风险。
系列型的新产品
其他味道的六神花露水,大概26%
降低成本的新产品
重新新定位型的新产品
老产品进入新产品,占7%,是一种市场运作,和新产品开发无关
6,老师意向课题:新产品的社群传播
7,新产品开发趋势:
高科技化
性能更强、更为智能,能提高任何社会各方面生活品质
速度
人工智能
绿色产品
个性化产品
消费者追求与众不同(社交产品、公共产品个性化需求高;私有产品需求没那么高。所以要思考哪类产品、什么要素上的与众不同。)
企业的困惑(成本)
多功能产品
工艺日益精美
使用简单
8,智能红利
科学技术的发展史就是人类认识世界、改造世界能力的拓展史,是人类劳动工具的发展史。
农业工业社会解放人的体力
信息智能社会解放人的脑力
9,团队成功的关键(老师总结)
共同的目标
坚定的信念——一定能做好
信任
魅力型的领导者
才散人聚
10,团队的特点
目标
权责分配
人际关系(相互信任、相互合作)
沟通
11,新产品团队的人员构成
创造者-革新者:善于提出新观点
探索者-倡导者:新观点的积极支持者
评价者-开发者:很高的分析能力,善于评价方案的优劣
推动者-组织者:将创意变为现实的人
总结者-生产者:创新的实体开发者
控制者-核查者:关心制度的建立和执行
支持者-维护者:支持团队内部成员,保护团队不受外来者的 侵害、稳定团队。
汇报者-建议者:在鼓励团队做出决策前充分收集信息
联络者-协调者:倾向了解所有人的看法
12,最好是单数(方便决策)、男女搭配(思维不同)
13,做营销的时候要转换为顾客语言。
14,连续两个老师都在强调身体,现在每天运动一下保十年。
15,行业新产品开发规律探究
产品层面
原材料、工艺
功能
利益
商业模式
客户价值
企业资源和能力
盈利模式
分析衣食住行
16,成功开发新产品的关键因素
产品视角
卓越的产品
对顾客来说有与众不同的特质
比竞争对手更好地满足顾客需求
产品具备相应的高质量
降低顾客的成本
具备革新特征或很新奇
坚持以市场为导向——以市场驱动并以顾客为主的开发新产品
需求认知(了解顾客需求、经常接触顾客、多阅读社会心理学相关图书)
精通市场知识和市场调查
市场活动的执行品质
在初期市场活动中下大力气
面向世界的产品
新产品创意来自许多国家
筛选原则遵守全球化的产品项目
以国家标准代替传统的国内标准
项目由国际项目小组来完成
接触各国顾客获取市场信息
开发流程视角
及早进行精确的产品和项目定义
项目的范围
是单一新产品还是系列新产品?或是一个开发平台?
目标市场
为谁做产品?做画像时除了性别之类的,还需要知道心里的需求和行为的动机。
产品概念
用顾客语言描述产品是什么?有什么新功能?
产品特质
产品品质、表现数据及高水平的规格说明
定位
提供的独特利益是什么,定位就是占领顾客心智
正确的市场导入
切实可行的营销计划
良好的组织结构、设计和氛围
技术、生产、营销
科学的项目评估体系
新产品开发过程中执行力的管理
一般性无知(生产部门不懂营销基本理论4p)、缺少技巧、失误的新产品开发流程、过分自信、删掉细节、瓶颈制约
沟通、能力、意愿
资源投入要到位
成功的项目在新产品开发活动的资金是失败的两倍多,人力资源的投入是后者的1.75倍。
速度和质量兼顾
团队视角
高层管理者的投入
清晰而稳定的目标
迅速试探性改进
让第一个模型快速走向市场
尽快拿出第二个模型
制定最后期限
用模型寻找“热情的是”
有效的信息沟通
互动记忆:团队成员之间相互提供信息
机械记忆:允许所有人查询数据的信息系统
压力下的紧密合作
制定严格的最后期限
17,品牌的三个层级
品质
品味(个性和形象)
品格(社会责任)
18,认知、情感和身理都会影响到行为。
产品信息 |
身体 |
行为 |
认知、情感 |
19,作业:成立团队、选择领域、收集行业、产品做到什么程度、有什么创新。
20,案例分析的逻辑:
一定要有理论框架来分析他,比如判断他市场有前景依据是什么;
营销的本质是为顾客提供价值,所以要判断是给谁做的、是不是他想要的;
还要考虑对手在做什么;
还要让顾客可以轻松地拿到,所以一定要分析渠道的能力;
还得注意品牌的影响;
都需要我们去分析,但是不要做散了,要在一个框架下,如果觉得看好他要告诉老师为什么、要有数据、要有框架。
案例分析有两种形式,一种是描述式的,总结经验和教训;还有一种决策型的案例。
21,作业:个人作业,案例讨论,老师会给可课代表发群里。下节课自愿上台发言,需要准备好ppt,作为平时成绩的依据。稍微详细一点。PPT需要时框架式的,重要的框架下会有数据和理论支撑,底色越简单越不干扰阅读越好。不要随便用标识,和主题不匹配就没有必要。不能只把word贴上去。5min左右,相同的东西不要重复。
22,创新的概念辨析
发明与创新与开发:发明+开发=创新
创造与模仿
技术推动的创新、需求拉动的创新
23,创新的特点
创新的不确定性
对创新的抵制
维护受到创新威胁的有价值事物的愿望
避免付出高昂的代价来促使创新的愿望
使通常生活方式或工作方式保持不变的愿望
一个团队强迫所有成员保持一致的内在趋势
偶然与机遇
第二章 新产品开发风险
1,新产品开发失败率一直拍会在90%左右
2,成功新产品的最重要因素
对用户需求的理解
对营销和宣传活动的关注
产品开发的效率
外部技术和外部科学交流的有效作用
承担责任的经理的资历和权力
3,另一个对新产品成功因素的研究
在顾客眼中独特或者优越的产品
拥有营销知识和熟练的营销技能
拥有技能和生产协同的熟练技术
4,十点十分操,举着就好了。
5,风险机会共生原理
新产品开发风险是一种投机性风险
收益与风险并存,风险与机会共生
风险的绝对性相对性原理
风险的大小对于不同的承担者来说又是相对的。表现为:客观风险与主题风险、主观风险和客观风险
风险损失递增原理
投资是分阶段进行的,随着时间的推移,企业累计投入的资金量越来越多
风险结构原理
导致新产品开发失败的各种因素中,不同因素所起的作用份额。(市场因素占近三成,管理超两成,还有资本、政府、技术专利等因素)
风险栅栏原理
风险越大对模仿者、竞争者进入的阻挡力越强,对成功者的防护越强
风险传递原理
上一个阶段风险会传递到下一个阶段
市场风险的分布原理
产品生命周期 | 风险来源 |
投入期 | 消费者 |
成长期 | 消费者、对手 |
成熟期 | 竞争对手 |
衰退期 | 消费者、对手 |
风险转移成本原理
可以向他人转移一部分风险,但这种转移是要付出代价和成本的。比如保险。
6,新产品开发的风险因素
技术风险:不成熟、产品寿命周期短。
生产风险:技术转化成产品中的风险。
市场风险、资金风险、其他风险(政治风险、政策风险、法律风险)
7,3M:你要亲吻无数的青蛙才能发现王子。
8,新型的新产品开发组织
基于网络的新产品开发模式:众包
社会化客户关系管理的新产品开发:通过社交媒体与客户建立联系;小米模式:客户是技术开发合作伙伴
顾客与企业共创
9,新产品开发大纲
产品竞争领域
产品定位:用途、质量、特点
产品的最终定位
市场定位
技术:科学、管理、营销
新产品开发活动的目标
发展:快速发展、受控发展、维持现状、受控收缩
市场:创造新的市场机会、扩大市场占有率、维持市场占有率
特殊目标:多样化、季节调整、建成生产线、资金回收、改变企业形象
实现目标的规划
创新来源
市场:竞争对手、消费者需求
生产:工艺改造、产品质量改进、降低成本
技术创新:内部、外部
创新程度:颠覆、改进、模仿
创新时机:率先、紧跟、后期
10、影响新产品战略的关键因素
公司总体战略
市场营销计划
企业文化
资源
市场机会:决定了新产品的领域
11、新产品开发战略
冒险或创业战略
企业面临巨大市场压力
进取战略
企业快速发展
紧跟战略
产品领域来自竞争对手
维持市场占有率
防御战略
模仿
维持市场占有率
12、创造力的构成
基础因素的知识
智能因素
非智能因素
13、下节课展示构思:每一组展示构思和筛选结果,有多少构思、有多少想法、留下两个产品来做。每个人几个想法来打分,不需要说怎么打分的,只需要说评分模型是怎样的。这个想法只需要大致说一下是怎么用的。五到六分钟。不要讲计算的过程。
14、从产品到品牌
品牌定位
品牌设计
品牌形象
品牌个性
品牌传播
15、新产品开发计划书:为什么要做这个新产品(故事、市场前景、财务等等)、这个新产品是什么(故事)、怎么去做(实体产品4p,不要讲理论,而是讲着讲着别人能意到是这个理论),20分钟讲完(每个人都能上去讲一嘴,而且观点之间不能有差异)
这个行业有什么规律可循,没有很多固定格式,结课后一周考
16、原则1:从顾客需求出发(换位思考、顾客需求的理解)
原则2:差异化(一定是顾客看重的差异;而且是与竞争者的差异)
原则3:简单化(把焦点集中在一个词上;7块信息能够比较容易储存在短期记忆中;大脑憎恨混乱:残忍地对待你要编辑的信息、删掉其他人也能说得想你一样好的信息)
原则4:始终如一(不要轻易改定位)
企业要素诉求——顾客利益转化
能力视角的诉求(工业品):专业化(能力强、质量保证)、历史悠久(经验、风险小)
态度视角的诉求(服务品):全心全意
资源视角的诉求:人力、资金、权力、关系
顾客利益诉求(消费品)
产品利益
情感利益
使用者
品牌命名准则
市场营销层面
产品利益的联想
启发联想
与标识物配套
适应市场环境
法律层面
使用中具有法律的有效性
相对于竞争者独一无二
语言层面
语音:容易发音
语形:简洁简单
语意:始终使用
17、定价原则:
合理的利润
在成本和顾客愿意支付的价格之间
高价带来暴利,引起激烈的市场竞争、重复建设、直至价格战
暴利等于自杀
内部因素
营销目标:生存、短期利润最大化之类的
市场营销组合
外部因素
供需
消费者对价格的认知和接受过程
价格暗示效应
非目标商品的定价也会影响消费者的购买意愿
消费者的数字感知
精确数字被感知为更可信的、更具竞争性、减少可协商程度
更具男性化的产品用精确性数字定价、介绍参数评价更高;反之概述性。
影响价格敏感度的因素
独特价值
替代品知名度
难以比较
总开支
分摊成本:一部分成本由另一方分摊,对价格不敏感
最终利益:开支占最终产品的全部费用比例越低,对价格不敏感
价格质量:对优质、声望、高端产品价格不敏感
竞争者的成本、价格
其他因素:经济条件、社会责任
18、沟通方式:消费者信息处理:
心理:认知、情感
身体:感官
信息处理过程:精细加工可能性模型:
改变态度的路径:边缘、中心
精细加工可能性高:态度和能力皆强——中心路径特别有效
精细加工可能性低:态度和能力皆弱——边缘路径特别有效
中心路径所引起的态度变化比边缘路径的要持久
中心路径所形成的的态度对后续行为的预测性更好
认知——情感响应系统:个体在自我控制的过程中,有两种系统响应和参与信息处理
热系统——情感系统:个体快速的情绪响应和处理
冷系统——认知系统:个体对信息进行复杂地、跨时空地、片段式地进行回放和思考
信息处理流畅性
展露效应:展露的次数越多、展露时间越久,人们对它的喜爱程度越高;展露效应在下意识也能发挥作用
具身心理模拟
身体表征在认知上起到关键的作用
沟通的结构:
首因效应
19、广告策略:构成要素
任务、媒体、信息、费用、衡量
广告的目标:特定时期内,对特定目标受众所要完成的特定的传播任务和所要达到沟通的程度。
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