????? 7 ?????????????????????????????????????????? (New Product Development and Product Life Cycle)

1
????? 7??????????????????????????????????????????
(New Product Development and Product Life Cycle)

• ????????????
• ????????????????????????????????????????????????
• ??????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????????? (??????? 4Ps)

2
?????????????

• ?????????????????????????????????
• ??????????????????????????????????????????
• ???????????????????????????????????
• ??????????????????????????????????????
• ??????????????????????
• ????????????????????????? (Innovative Product)
• ???????????????????????? (Modified Product)
• ????????????????? (Imitated ???? Me-too Product)

3
????????????????????????????

• Idea Generation
• Idea Screening
• Concept Development and Testing
• Marketing Strategy Development
• Business Analysis
• Product Development
• Test Marketing
• Commercialization

4
1. ?????????????????????????????????????(Idea
Generation)

• ???????????????? ? ????????????
  ???????????????????????????????????
• ???????????????????????
• ?????? (??????????? ??????????????????????????)
• ??????????
• ?????? (?????????? ?????????)
• ??????????????
• ????????? ?????????? ???????????????
• ?????????? ??????????? ?????????????? ???

5
2. ???????????????????(Idea Screening)

• ???????????????????????????????????
• ????????????????????????? (Evaluating
  Opportunities)
• ??????????????????? ??????????? ??????
  ?????????? ?????? ?????? ????
• ??????????????????????? (Idea Rating)
• ????????????????? ? ???? ??????????????????
  ?????? ?????????????? ????????????? ?????????????
  ??? ????????????????????????????????????
  ?????????? ????????????????

6
3. ????????????????????????????(Concept
Development and Testing)

• ?????????????????? (Concept Development)
• ??????????????????????????????????????????????????
  ???
• ????????????? ????????????????????? ????????????
• ????????????????????????????????????????????
  (Positioning)
• ?????????????????? (Concept Testing)
• ??????????????????????? ???????????????????
• ??????????????? ????????????? ?????????

7
4. ??????????????????????(Marketing Strategy
Development)

• ????? (?????) ????????????
• ??????????? (Market Size)
• ???????????????? (Customer Profile)
• ??????????????????????? (Positioning)
• ???????????????????????? (4 Ps)
• ????????????? ?????????????????
  ??????????????????????????????????????
• ???????? (???????????????????????????)
• ???????

8
5. ?????????????????????(Business Analysis)

• ??????????????? ?????? ????
• ????????????????? ?????? ?????????????????????
• BCG Approach
• Product-Market Expansion Grid
• ??????????????????????????????????????????????????
  ?????????????????? ???????
• Financial Analyses (Break-even Analysis, Net
  Present Value, Return on Investment, etc.)

9
6. ?????????????????(Product Development)

• ????????????????? (Concept) ???????????????
  ?????? ???????? ??????????????????????????????????
  ????????? (Prototype)
• ?????????????????????????????????????????????
• ?????????????????????????? (Product Attributes)
  ?????? ?? ???? ??????? ???????
  ????????????????????? ??????????????????????
  ???????????????????????????????????????????????
  ??????????????????????????

10
7. ????????????(Test Marketing)

• ????????????????????
• ???????????????????? ??????????????????????
• ?????????????????????????????????????????????????
  ?????????????
• ?????????????????????????????????????????????
• ??????????????????????????????????
• ????????????????????
• ?????????????????????????????????????????????????
  ?????????????????????????????????????

11
8. ???????????????(Commercialization)

• ???????? 4 ???????
• ???????? (???????????????????????????????????????)
  
• ??????? (???????????????????? ?????????????????
  ??????????????? ?????????????????????
  ?????????????????????)
• ??????? (?????????????????????????????????????????
  ??????????????????? ??????? ??????????????
  ?????????????????? ?????????????
  ??????????????????)
• ???????? (????????????????????????????)

12
??????????????????(Product Life Cycle ???? PLC)

• ??????????????? ? ?????????????????????????
• ????????? (Introduction Stage)
• ??????????????? (Growth Stage)
• ????????????????? (Maturity Stage)
• ????????? (Decline Stage)
• ??????????????????????? PLC
• ????????????????????????????????????????????
• ?????????????

??????????????????? ?????? PLC ??? ???????????????
????????????????????
13
Product Life Cycle Characteristics
14
Product Life Cycle Characteristics
Units/
Introduction
Growth
Maturity
Decline
Time
????????????
????????????
15
Product Life Cycle Characteristics
Units/
Introduction
Growth
Maturity
Decline
Time
???????????? ??????????
16
Product Life Cycle Marketing Strategies
Units/
Introduction
Growth
Maturity
Decline
Time
?????????
17
Product Life Cycle Marketing Strategies
Units/
Introduction
Growth
Maturity
Decline
Time
????
18
Product Life Cycle Marketing Strategies
Units/
Introduction
Growth
Maturity
Decline
Time
?????? ???????
19
Product Life Cycle Marketing Strategies
Units/
Introduction
Growth
Maturity
Decline
Time
???????? (Advertising)
20
Product Life Cycle Marketing Strategies
Units/
Introduction
Growth
Maturity
Decline
Time
??????????? ?????? (Sales Promotion)
21
Patterns of Product Life Cycle
?????? PLC ???????? ?????????? ??????????? ???????
????????
22
???????? 7
??????????????????????????????????????????????????
????????????????????????????? ????????????????????
????????????????????????? ????????????????????????
?????????????????????? (Stages of product life
cycle) ??????????????????????????? PLC