从汽车召回事件看产品市场导入期陷阱的跨越

能够满足顾客需求的新产品从研制成功并投向市场后,会经历产生、发展、成熟和衰退的一个产品生命周期,然而这种历程的顺利完成需要企业从开始即正确。时有耳闻的汽车召回事件可以说明并非所有的产品都能成功跨越产品市场导入期的"夭折"厄运,企业应该树立顾客需求导向、顾客价值最大化和全面质量管理的理念,运用合适的营销手段和策略来成功跨越这种导入期陷阱。

How to View the Croosing of the Trap of Market Introduction Phase from the Recall of Faulty Automobiles Incidents

The new products which able to meet customer's demand,that be successful developed and investing to the market,will go through a life cycle,which including creation,development,maturity and decline.However,the successful completion of this course requires enterprises make right decision from the beginning.The recalling faulty automobiles incidents reveal that,not all products can be across the doom of "premature death" in market introduction phase.Companies should establish the philosophy of customer-orient...