乡镇企业新产品开发的风险与对策

新产品开发是企业经营持续发展的重要保证。乡镇企业的新产品开发由于受多种因素的限制，风险较大。正确地预测风险，防范风险，削减风险损失效应对保障开发活动的正常进行至关重要。1新产品开发的风险门）政策及法律风险乡镇企业的一切经营活动都必须受国家政策和法律的约束，新产品开发也不例外。近年来，为促进企业的技术进步，保障消费者权益，合理利用资源，节约能源，维持公平的市场竞争秩序等，国家先后制订了一系列政策、法律和规章来约束和规范企业的行为。乡镇企业在新产品开发活动中，可能由于对国家有关政策及法律了解不够而做…     

新品开发的“三点式”

面对激烈的市场竞争，新老企业都有一个如何开发新产品和如何向市场推介新产品的问题。与进入成熟期的产品相比，新产品面临的最大问题是，消费者认识的不确定性和宣传推介的艰巨性。如果我们研究一下众多明星企业的经验，就会发现，它们的新产品开发与推介有三个共同的特点。找准需求的空白点新产品上市能否寻找到消费者需求的空白点，是能否达到产品畅销、建立品牌的重要方面。所谓空白点，无非是指商品具备了前所未有、别出心裁或与众不同的特色、特点，能够满足消费者的需求，带来不同寻常的价值。任何一项产品，如果不能满足消费者的需…     

随需而动的新产品开发策略

在市场竞争日益激烈的环境下，由于消费者的需求不断变化，科学技术日新月异，产品生命周期大大缩短，所以，不断进行开发新产品是企业生存与发展的战略选择。同时，由于新产品开发过程的代价高昂、企业资金的短缺、外部环境的限制增多及开发时间的加快，所以，按照科学的新产品开发程序进行工作，就显得尤为重要。     

基于体验营销的新产品快速成长策略研究

本文在描述体验经济下的消费者行为变化趋势的基础上,进一步分析在体验营销下新产品快速成长的影响因素,最后提出了基于体验营销的新产品快速成长策略,以帮助企业走出新产品开发的困境。     

消费者特性和渠道结构影响新产品开发的研究

制造商在选择开发新产品时,不仅要考虑消费者特性,还要兼顾渠道结构的影响。针对电子商务环境下新产品制造商往往选择双渠道进行新产品推广,以及消费者需求表现出的个性化和多样化,指出综合考虑消费者特性和渠道结构影响在新产品开发中的重要性,并为企业相关决策做出指导。     

不一样的行销组合

至于在行销组合上，日本企业又有哪些不一样的做法？这可从产品、价格、通路、以及广告四部分谈起： １．开发且改进新产品 持续地开发并且改进新产品，为日本企业成功的不一样的做法。对日本公司而言，开发与改进速度是产品生产方面最基本的要求。因此，他们会摒弃传统西方的市场研究、产品设计、产品模型制作等程序，直接以跨功能的团队开发新产品。 “品质机能展开”为日本企业最常采用的产品开发方式。首先，他们会找出消费者最喜欢的产品，并且以此为标杆，找出消费者最喜欢与最不喜欢的部分。随后，跨功能开发团队会开始着手开发消费…     

企业新产品如何成功上市

随着消费者需求的不断变化、科学技术的日新月异、市场竞争的日趋激烈，产品的市场生命周期越来越短，老产品不断被新产品所取代。为了维持企业的生存和企业的持续发展，企业必须不断开发并向市场推出满足消费者需要的新产品，来谋求企业不断发展的机会，提高企业在市场上的竞争力。但我国每年有大量的新产品上市，其中成功上市的新产品却不到5％。因此，要保证企业新产品成功上市应做好以下几方面的工作。     

企业新产品开发浅议

<正> 一、新产品的构思开发新产品必须从市场出发,满足消费者的需要。从市场出发,从满足消费者的需要出发对产品提出新的设想,就是新产品的构思。构思是一种创新活动,是新产品开发的基础,没有构思就不可能计算出新产品,也就不可能生产出新产品。好的构思,可能导致产品大受欢迎;不好的构思,可能导致产品失败。因此可以说,新产品构思是新产品开发成败的关键。从新产品构思的来源来看,新产品构思大致有两种类型:①通过科学研究而产生的构思,     

让你的新产品被更多的人接受

一个新产品进入市场后,能否尽快被消费者接受购买,这是每一个企业营销人员所要考虑的重要问题之一,这一问题被市场营销学家归纳为新产品的扩散问题。影响新产品扩散的因素有很多,现代企业营销人员应当重视加强对这些因素的分析,研究消费者接受新产品的规律,采取相应措施,加速新产品的市场扩散,让企业的新产品更快的被更多的消费者所接受。1、新产品本身的特性是影响市场扩散程度的重要因素新产品能否为市场迅速接受,取决于众多因素,但新产品所具有的特性显然是影响其扩散程度的一个重要因素,具体说表现在以下几个方面:     

产品组合创新十法

作为一个企业，要想在市场上立于不败之地，就必须不断创新，开发新产品。围绕产品创新，有许多办法，但组合创新是一种较为实用、快捷，并被大多数企业经常采用的方法，它在新产品的开发中占有非常重要的位置。所谓组合创新法，就是将关联程度相近或较远的产品或概念采取巧妙的形式组合在一起，再创造出一个能引起消费者购买、选择欲望的新产品。     

Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior

For the circular economy to be tenable, consumers need to not only return products after use, but also purchase products that are remanufactured. However, research finds that consumers have a poor opinion of remanufactured products and are typically not prepared to adopt them. Thus, development of the circular economy is dependent upon deeper understanding of consumers’ attitudes and behaviors. Research typically considers either micro‐level or macro‐level factors when assessing consumer perceptions of remanufactured products. The current research incorporates macro‐level factors of price, government incentives and environmental benefits with the moderating influence of micro‐level consumer attitudes to examine consumers’ intention to switch from purchasing new products to remanufactured products. The findings suggest that a consumer's attitude toward remanufactured products is an important moderating factor predicting consumer switching behavior to remanufactured products. Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment     

爱国情感引发暂时性抵制冲突国产品行为的实验研究

随着全球化的进一步发展,各国间的经济、政治、军事、文化等突发性冲突也随之增多,这类矛盾会影响消费者在国际市场上的购买行为。此领域在国际营销界受到越来越多的关注,但在国内尚鲜有人进行实证研究。突发性的国家间冲突导致某国消费者暂时性地抵制另一国的产品,在此浪潮中影响个体消费者抵制行为的因素及作用机制是什么？本文在定性研究的基础上构建了一个新的概念——爱国情感,并建立假设与模型,然后用2×2×2的组间实验检验假设。本研究发现,当突发性国家冲突发生时,冲突所引发的消费者的爱国情感越强,冲突国产品的产品比较效用越低,则消费者越倾向于抵制该国产品。但是实验结果无法支持从众压力影响抵制行为的假设。     

Influence of cultural divergence on consumers' perception towards reconstructed products: A qualitative enquiry

The purpose of this study is to understand whether consumers from different cultures have varied perception towards reconstructed products. Cultural divergence concept provides the theoretical support for the study. Data are collected from consumers of two culturally diverse societies (India and the United States). We use grounded theory for interview and data analysis. From the data, 23 open codes and 8 axial codes for Indian consumers and 28 open codes and 8 axial codes for the American consumers are generated. The key finding of our study suggests that culture plays a decisive role in shaping consumers' perception towards reconstructed products. The other findings of our study indicate that consumers of both societies are influenced by other factors that include product‐ or process‐related factors, brand‐ or store‐related factors, and individual factors. We discuss policy level, firm level, and nonprofit or charity level implications. Finally, limitation and scope for future research are outlined.     

Answering key questions on green consumption: A qualitative study among Indian youth

The main objectives of this study are to (a) comprehend the definition of green consumption, (b) identify the products that are considered green by consumers, (c) understand the reasons behind green product consumption, and (d) decipher the possible implications of consuming green. To achieve these objectives, information‐rich young consumers were depth interviewed. Subsequently, thematic maps were developed using thematic analysis technique. In that, three major themes emerged as (a) personal factors, (b) social factors, and (c) environmental factors. These findings have implications primarily for scholars as this paper advances prior literature on the theory of planned behavior by looking at green consumption through the lens of young Indians. Also, it has implications for marketers as they may formulate strategies to market their green products on the basis of the factors identified in the paper.     

Advance selling of new products to strategic consumers on flash sale platforms*

Flash sale (FS) is a new business model that offers discounted products in limited numbers over a short period. In this paper we discuss the impact of strategic consumers on advance selling (AS) of new products on FS platforms. We first study the impact of strategic consumers on competing retailers adopting AS to sell a homogeneous new product. And find that the retailers’ AS profits and inventory quantities decrease with the strategic customers’ valuation and valuation decreasing rate. Then we analyse whether FS can mitigate the impact of strategic customers on retailers adopting AS for new products. We consider a newsvendor model involving only one retailer adopting AS to sell a new product. We derive the results by comparing this model with two counterpart models, namely the classical newsvendor model with no strategic customers and a newsvendor model with strategic customers where the retailer does not use FS under AS.     

基于大规模定制下提升企业竞争优势的研究

面临多变的动态竞争环境,企业要实施大规模定制战略,必须具备柔性制造系统带来产品多样化、实施低成本所带来低价格、以最短时间生产和递送满足客户个性化需求的产品和服务等生产能力。企业应在设计、生产和提供产品时以顾客需求为导向。文章通过实施客户关系管理、企业品牌、企业文化、组织结构建设、战略联盟、创新机制等策略来进一步创建新的竞争优势。     

消费者对价格折让促销的反应研究——基于郑州中低端白酒市场的实证分析

本文通过对郑州中低端白酒市场促销效果调研获得的第一手资料,应用SPSS13.0、AMOS7.0等工具对数据进行处理,分析了消费者对价格折让这种促销手段的反应,最后运用结构方程模型从品牌换、品牌忠诚、购买时机、购买数量、产品试用等五个因素验证了消费者应答价格折让促销的影响程度。     

中间产品竞争的品牌经济策略研究——以莱卡为例

莱卡品牌用成功证明中间产品需要品牌。而品牌策略的正确与否又是决定消费者对该品牌需求的关键因素之一。一直以来莱卡在激烈的市场竞争中处于绝对领先地位,它的成功归因于品牌建设过程中一系列策略的创新运用。本文运用品牌经济学原理对莱卡品牌策略进行分析。莱卡以时尚单一情感利益点为品类,降低消费者选择成本;通过单点策略、占先策略、终点策略及传播策略等策略创新,影响消费者选择行为,确立在整个供应链的掌控力和优势地位,并通过品牌拉力拉动整个产业链物流和资金流的循环。     

Dynamic Competition with Experience Goods

This paper considers dynamic competition in the case in which consumers are only able to learn about their preferences for a certain product after experiencing it. After trying a product a consumer has more information about that product than about untried products. When competing in such a market firms with more sales in the past have an informational advantage because more consumers know their products. If products provide a better-than-expected fit with greater likelihood, taking advantage of that informational advantage may lead to an informational disadvantage in the future. This paper considers this competition with an infinite horizon model in a duopoly market with overlapping generations of consumers. Two effects are identified: On one hand marginal forward-looking consumers realize that by purchasing a product in the current period will be charged a higher expected price in the future. This effect results in reduced price sensitivity and higher equilibrium prices. On the other hand, forward-looking firms realize that they gain in the future from having a greater market share in the current period and compete more aggressively in prices. For similar discount factors for consumers and firms, the former effect is more important, and prices are higher the greater the informational advantages. The paper also characterizes oscillating market share dynamics, and comparative statics of the equilibrium with respect to consumer and firm patience, and the importance of the experience in the ex post valuation of the product.     

Consumer evaluations of store brands: Effects of product-perceived risks

The significance of retail store brands has increased. However, despite the emergence of numerous exclusive retail products, not all of them achieved success. Seemingly, retailers have a shortsighted comprehension of the different risks related to including new categories of products to the store brands. This research analysis investigates how various categories of perceived risks connected with attributes, products, and atmosphere of stores impact consumers’ evaluation of store-branded products. A developed and tested structural model gave indications of the probability of consumers’ evaluations of store brands. The research discovered various perceptions of store brands among the respondents. Also, one of the research results found different perceptions among users and non-users of store brands.