英國市場學(xué)留學(xué)生作業(yè)范文：新產(chǎn)品市場擴(kuò)散中的模型分析New Product Diffusion Process and Model of market inspection

New Product Diffusion refers to new product development program is officially put on the market in accordance with the consumer after the gradual introduction of the process. When a new product began formal diffusion , new product development project risk may still not changed, but this realism opened a new one , the feedback information began to increase the uncertainty of the project . Changes in the market environment factors or market performance of new products and programs becomes a gap between the plan may have to amend the warning signal , the market for new products planned follow-up examination should begin . This new product ready for the market diffusion process checks study from the following aspects : Check the significance of check items , check cycle model and inspection method is recommended .
新產(chǎn)品市場廓張指的是新產(chǎn)品依照研發(fā)規(guī)劃正式投放市場后被消費(fèi)者漸漸認(rèn)為合適而使用的過程。當(dāng)新產(chǎn)品著手正式廓張時，新產(chǎn)品研發(fā)項目標(biāo)風(fēng)險有可能還是沒有變更，但寫實主義的新一頁到此打開，反饋的信息著手增加項目標(biāo)不確認(rèn)性。市場背景諸因素的變動或新產(chǎn)品市場成就與規(guī)劃間的差距就成為了有可能要對規(guī)劃作出修正的警告信號，對新產(chǎn)品規(guī)劃的市場跟蹤查緝應(yīng)當(dāng)著手。

First, the significance of market inspection
一、市場檢查的意義

The so-called market inspection , refers to the marketing staff there are plans to collect information about the market environment and marketing conditions and other aspects of information, and make the appropriate comparison or evaluation, marketing plan for the future to provide the necessary basis. We believe that the presence of the following possible causes diffusion process of making the new product in the market, the market checks have special meanings:
所說的市場查緝，是指市場營銷擔(dān)任職務(wù)的人有規(guī)劃地使聚在一起相關(guān)市場背景和市場營銷狀態(tài)等方面的信息，并作出相應(yīng)的比較或名聲，為往后的市場營銷規(guī)劃供給不可缺少的根據(jù)。

1 . New Product Diffusion preparatory work before the start of the deficiencies . Before the proliferation of new product markets , business market potential of new products , market segmentation and positioning, the ability to meet consumer demand , consumer acceptance of new products and methods and diffusion of new products in the market should be made carefully in detail research, forecasting and planning , but a series of factors of uncertainty to the accuracy of prediction or decision brought interference. Research, forecasting and planning methods and means used may also bring some error.

2 . New Product Diffusion emergence of the new situation after the start . Diffusion of the new product market , the product 's brand image, the degree of understanding of consumers , preferences, trial , repeat purchase and use and satisfaction , product distribution , and with the development of the emerging market opportunities and competitors ship are likely to react in a way a series of new situations, only by adhering to the market to check it possible to grasp the opportunities or threats arise at any time , for a predetermined plan to make corresponding adjustments or modifications or even terminated.

Second, the market inspection project

For some market is extremely small, but potential buyers to determine the number of extremely rare new products and services, market diffusion of follow-up examination may be relatively easy, as long as the buyer 's market and other key stakeholders to interact directly on the line. But with the market size and geographical area to expand, more systematic follow-up examination of the necessity obvious. Glance , it seems that the following concepts are used as a measure of factors is desirable inspection items : sales, costs , market share, profits and growth and the contribution rate ; product trial , repurchase , visibility and reach of the distribution of the degree ; including climate , ecological , demographic, cultural , technological , economic, legal and regulatory business environment such trends ; including the political system, the legislative law-enforcement agencies, financial institutions , mass media, trade associations, special interest groups such as business environment regulator development trends ; consumer and competitor environment, information , attitudes and behavior of various factors. However, the fact that only a high risk of new products , the collection and analysis of so many follow-up examination value of the project if they are not being offset by the cost , otherwise , should have the choice to treat the items of information should be follow-up examination .

Overall, the selection of projects should be more significant sales performance Start: sales, costs , market share, profits and growth and the contribution rate , followed by the selection of projects should have the ability to diagnose , of course , depend on the choice of a new project situation and the entire product development process discovered problem areas. Side such as , for completely innovative product , its potential buyers repercussions factors diagnostic importance of information will be more than competitors and other variables related information ; being put into the existing market structure ship new products, competitors factors ( especially computer market share and compete with other actions related to sales ) will be the interest lies ; against high-tech health care products, continuously monitor the technical , regulatory , medical , social and political trends may be necessary ; for frequently purchased consumer products , the relevant trial , repurchase , awareness, preferences and achieve the degree distribution and other aspects of the situation may constitute an important source of diagnostic information . Evaluation of market performance priority to critical information necessary for the project , followed by consideration constitutes a diagnostic prediction bias factor project is to carry out a key step in the market follow-up examination .

Third, the market inspection cycle model

Market inspection cycle , refers to the proliferation of new product market began after two consecutive market health check interval we propose market inspection cycle due to the following three points:

1 . Assuming that the new product market diffusion process, the original plan and the reality of discord emerged asked to be on the market diffusion adjusted accordingly , that the new products in the market diffusion problems, diffusion of new products in the market in the " Problems" run to the next inspection only to be found , it will cause great losses.

2 . Market inspection required fee when checking cycle is very short , frequent checks will bring substantial cost inputs , and therefore must choose the appropriate market inspection cycle.

3 . Diffusion of new products in the market in the process, some information, such as sales , cost of sales , market share, profits and growth and the contribution rate , etc., are relatively easy to obtain ; But other information, such as business environment or changes in market conditions , customer attitudes and reactions , you need to pass more complex methods, such as market research, customer visits, etc. , in order to obtain . In this regard , the market inspection cycle is of course important . When the information is relatively easy to obtain , the appropriate market inspection cycle for the elimination of accidental errors , and enhance the persuasiveness of the information taken to determine the precise comparative evaluation of the model also has a special significance.

According to research, we are ready to establish stochastic optimization model , through the process of new product market diffusion problems random rule and the resulting loss of fees assumptions to determine the average cost of leaving the market inspection cycle to minimize .

Fourth, market inspection method is recommended

New product market diffusion process of the market inspection aims to correct pre-planned to provide a basis for belief , the corresponding data system is undoubtedly the most crucial basis. Thus, the most important pre- market inspection task is to select the appropriate information gathering process .

For forecasting and decision-making with a variety of factors and variables of data , after the new product on the market must be continuously collected . Currently, many managers are often responsible for new products relying on sketchy information ( usually the order ) , or commercial service market research agency work . In addition, we recommend the following methods can be used :

( 1 ) can be used to report scan recording service brand sales, the sales of competitors , price , coupon payment conditions and other relevant metrics , especially for consumer packaged goods ;
( 2 ) on a nationwide representative survey consumers can obtain information about the degree of understanding , preference, trial , use and satisfaction of information ;
( 3 ) provide information by means of specialized retail store layout , shelf set up and decoration of the professional services company , make an estimate of the distribution ;
( 4 ) the company can design their own marketing research in order to http://www.mythingswp7.com/scxzy/collect information for use ;
( 5 ) to potential buyers in particular are representative of potential consumers , competitors and other stakeholders to investigate effectively seek diagnostic feedback information ;
( 6 ) Research focus groups and other exploratory research methods. Can also be used to obtain potential customers , competitors and stakeholders relevant information.
Of course . In order to collect real-time information , companies should establish the appropriate database , and preferably be located in the decision support system . The establishment of the database should be flexible enough to accommodate scanning the collection of sales data, the internal financial and cost accounting , survey data , economic indicators and other data needs , provide the basis for the corresponding analysis .