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市场竞争的加剧,使得产品的生命周期变得越来越短。新品的成功率也迅速从10年前的近65%下滑至13%左右。这意味着,创新的产品更多了,但消亡得也更快了。事实上,企业忽略了产品线延伸的重要原则:推新品,不是单纯缩短从产品生产到面市的时间,而是要尽可能缩短客户或消费者接受新品的时间。这便是我们要探讨的产品线延伸与渠道之间的关系。谁影响谁,谁决定谁?在众多影响产品线延伸的因素中,渠道十分关键。这两者之间到底是怎样一种关系呢?笔者根据长期的咨询实践总结出一个基本观点:产品线延伸与渠道选择策略是一个在市场定位
Increasing market competition, making the product life cycle becomes shorter and shorter. The success rate of new products also rapidly dropped from nearly 65% 10 years ago to about 13%. This means that more innovative products, but the demise of faster. In fact, companies ignore the important principle of product line extension: push new products, not simply to shorten the time from product production to market, but to minimize customer or consumer acceptance of new products time. This is the relationship between the extension of the product line and the channel we are going to explore. Who affects who, who decide Who? In many factors that affect the product line extension, the channel is critical. What is the relationship between the two in the end? The author based on long-term consulting practice summed up a basic view: product line extension and channel selection strategy is a market positioning