市场倒逼法--实现新产品与营销成功的对接（Market forced law - to achieve the success of new products and marketing docking）

市场倒逼法--实现新产品与营销成功的对接（Market forced law - to achieve the success of new products and marketing docking） 市场倒逼法--实现新产品与营销成功的对接(Market forced law - to achieve the success of new products and marketing docking) According to the classic theory of competitive strategy, the benefits of upgrading a new product to any enterprise are enormous: First of all, enterprises can through new technology products established barriers to market, prevent industry entrants, optimize the industry order, ensure the reasonable profit allocation of industry. The industry has limited resources for profit in a particular period of development. When the resource space expansion temporarily unable to bigger, in order to maintain the survival and development of benign, it must be to improve the industry barriers to entry through technological innovation, reduce those who plunder the waste of resources, low qualified enterprises to enter the. Second, the new product can avoid the price war that enterprises always fall into the ordinary products without differentiation, and ensure the profit space of the enterprise. In the manufacturing of mechanical and electrical products, one of the main factors that cause the price war is not differentiated when the product technology, product homogeneity and a certain profit space, the enterprise wants to win easily, the price war will erupt. Third, the enterprise through continuous technological innovation can be formed in the market the monopoly stage, monopoly can bring to the stage of the return the technology innovation, technology monopoly market can avoid all kinds of interference, the competition value because it There is nothing comparable to this form, in the market is unique, therefore interference of price war, war service greatly reduced. Fourth, the development of new products produced by the upgrading of products, can be used in different products continue to maintain the consumers, establish a creative value of brand image in the minds of consumers, for consumers to maintain brand loyalty. Paradoxically, the new product of the role of small and medium-sized enterprises can see, why Chinese enterprises especially small and medium-sized enterprises and fear in half the research and development of new product upgrades? This is related to China's national conditions: 1., compared with the world's strong enterprises, China's enterprises are still small and medium enterprises, there is a big gap in comprehensive strength. Strong foreign enterprises have the new product development strategy, the market forecast, technology research and development of new reserves, capital investment, human resources are equipped with sound planning. Such as SONY in Japan at the beginning of the century has been stocked with new products in 2030, each year into the sales value of 10%--30% proportion of funds as research funding, and its R & D personnel of tens of thousands of people; While China's manufacturing industry before the wind is still not a business can match SONY China enterprises also lack a long-term strategic goal of new products, Chinese many enterprises are unwilling at all or no investment in research funding to develop unique new products, most of the enterprises by stealing learning, new product imitation of foreign enterprises the expectations of a quick return. This approach determines the Chinese enterprise difficult technical innovation, high technology products in Japan and Europe, more and more far, Chinese is the world's first home country, but the overall level of color TV 15 years behind the world, air-conditioning refrigerator behind the world for 20 years, the water heater 30 years behind the world automobile industry lags behind the world nearly 40 for years, even high-tech computer, mobile phone, and the level of the world's leading gap is more than 5 years,,,,,, 2., China's industrial scientific and technological achievements transformation is slow, according to data show that China's annual scientific research published more than ten million, but into less than 5% of social achievements. It shows that the docking of enterprise commodity production and scientific research institutions is out of line, and a large number of scientific and technological achievements are idle. 3. the gap between the concept: in the ninety years period, some of China's appliance brands because the business started roughly in the platform, technology innovation and strategic investment, in the short term may rival differences and formation is not obvious, the expected return of inaccurate results, thus forming a "home appliance product technology innovation has reached the limit. The product homogeneity, instead relying on service competition" point of view, this view seems very fashionable, but the enthusiasm of technological innovation of China's household electrical appliance enterprises have a negative impact. The history of science and technology development in the world has proved that no matter how the times progress, the difference of technological innovation is sure to exist. 4., Chinese enterprises lack innovation spirit. Taking the Chinese gas water heater industry as an example, the flue gas type, strong row type and balance type gas water heaters are mainly sold in the Chinese market at present. As early as 1987 years ago, Shenzhou water heater was developed and listed. From 1986 to the current market popular, China's gas heater new technology update time of up to 13 years, this is very embarrassing phenomenon. In many industrial countries, the technological cycle of a product has been shortened from 6 - 8 years to 2 - 3 years, or even less than 1 years. 5., SMEs have weak risk tolerance. A foreign survey on the success of new product development shows that 64% of new product R & D failure, and 96% of new products return to the enterprise is not obvious. That is to say, only 4% of new products have been successfully returned to enterprises. The development of a new product has a relatively large risk, less investment in more than ten thousand of funds, and more than one million or even millions of people, once failed, the blow to SMEs is too great. Therefore, SMEs in the development of new products are often not the first in the world, but after a new product launch market, followed by a swarm of people. This has become a mindset among Chinese smes. 6. methods of failure. Many enterprises in China develop new products function is the product development department, or the president's enthusiastic suggestions. Because of their market position and have a long distance, the development of new products and markets (often have the function or the cost is out of touch, thus creating new products) economic returns lag, thus affecting the business development department of the enthusiasm of the research and development of new products. China's small and medium-sized enterprises to survive and develop, product upgrading is inevitable. Then, how can SMEs achieve the successful docking of new products and marketing? The author's experience in marketing director functions for many years is "market forcing."". Can be used for reference. As the name implies "forced market law" is the enterprise in the determination of developing a new product, according to the actual situation of the market, the development of new products in the category, quantity, cost, performance, reverse cycle guidance on enterprise product R & D institutions, finally let the enterprise R & D products and market docking. Its main contents are as follows: 1, establish a distinct product strategy plan: one of the issues of common concern to the company's president and marketing director is the correct identification of Distinctive product strategy plan. The product strategy plan is formulated as follows: A, according to the enterprise's own strategic development goals and positioning in the industry competition. B, review the existing product portfolio of their own enterprises, according to the "80/20 rule", a comprehensive review of the product matrix, according to profitability and strategic potential for sorting. Timely elimination of low growth products, the rapid development of high-value products. C, combined with competitor product lines, determined to develop its own "attack products", "firewall products" to ensure their own "cash cow" products". D, integrated technology resources, human resources, R & D funds and other auxiliary means. Determine the product development plan and implementation steps within the short term (one year) and the medium term (3, 5 years) of the enterprise. 2, do not independently develop a new, advanced market technology and products. The one and only the development of new products, the natural taste sensation of happiness. But don't forget, at present the competition is highly fierce, the enterprise profit space shrinks, after the new product is available, the uncertainty risk factor is big. This new, market - leading technology and product that you're working on will probably drain your resources, or others will be ahead of you or go into the market. Therefore, SMEs should not be independent to develop a new technology products, because such investment is too large. SMEs should be adept at integrating and grafting existing technologies. Small and medium-sized enterprises should be good at integrating existing mature technical resources, and through two or more new technologies skillfully grafting integration, often can get twice the result with half the effort. 3, the marketing department and R & D department functions docking, to avoid new products and the market out of line. A. from the actual demand of the market of new products should be developed in the feedback category: marketing group to establish high new product awareness, marketing personnel regularly collect customer data from the market, new market consumption information and product information, comprehensive feedback to the company marketing headquarters, marketing headquarters of Huitong company R & D department to jointly develop specific analysis and refine it a new product, have what kind of function, meet the one level of the target consumer intention to develop decision-making development approval report. According to the actual situation of B. market competition forced the cost of R & D: traditional practices of new products is "addition", namely the development of a new product, based on product cost plus the cost, profit and pricing of listed, so the price will be out of line with the market. "Daobi cost" is the "subtraction", first determine the launch of new products in the market competition of the retail price, the retail price of the base on the reduction of the company cost down one by one, calculate the corresponding company profit, the new product cost control in a minimum interval, the interval of the smaller company to market competition, the gross profit space is large. C. forces sales by market competition: another traditional way for companies to develop new products is to make the product first, and then look at the market as sales. "The market forced" on the contrary, is the sales department according to the market situation to ensure the new product sales by the company after the development, this number must be amortized out all the new product R & D expenses and marketing expenses. If it doesn't work, the product won't start. At the same time, with various economic policies, the marketing department will be responsible for the completion of the corresponding number of units. According to the actual situation of D. market competition forced the development cycle of new product development time in the foreseeable future: a lot of small and medium-sized enterprises, the market opportunity waits for no one, "the new product market forced method according to the actual situation of market competition forced the company's R & D launch time. The company needs to formulate various economic policies to restrict the completion of the new product launch time by R & D department. According to the actual situation of F. market competition forced the quality and performance of traditional new product development can take version and the technical department manager impromptu behind closed doors add a lot of function, or to follow the schedule of the neglect of quality. "Forced market law" is based on the actual situation in the market competition, forcing the company to develop new products, focusing on its function of practical and simple refining, while firmly ensuring quality. The company needs to formulate various economic policies to restrict the quality assurance of R & D department to new products. 4, go the way of resource sharing and development of new products: "forced market law" also means not necessarily to the enterprise mainly undertakes the development of new products to manufacturers the obligations of independent, sharing of resources, by companies and distributors of cooperation and development of new products. 5, do not develop national generic products: China's vast market, the situation varies widely, the development of national products are often costly, long cycle, the availability of marketable or not, the risk is also large. "Market forced law" suggests that we can not develop national general products, according to each different market research regional advantage products, enterprises can win through regional advantages in various regional markets advantage products, establish a comprehensive regional advantages and achieve the global advantage. Guangdong Zhongshan Evergreen Group has done very well in this regard. The group has a gas water heater, electric water heater, solar water heater, outdoor heater, heater, heating for mobile indoor hot water boiler and other eight categories of products, each product is China according to the major regional markets of different development. For the development of the Yangtze River Basin Market Chant brand outdoor heater is a health oriented products. A product in the area of more than 40 square meters of outdoor heating in winter, to provide consumers with heating in winter outdoor sports and leisure, because there is no similar domestic products, this product launch is very popular in Shanghai published a week caused a sensation. Compared to small and medium-sized enterprises and large enterprises, comprehensive strength is always in a weak position, so the role of the market of new products for small and medium-sized enterprises will do more attractive, small and medium-sized enterprises only in a more professional, more sophisticated, new product differentiation to identify and increase their large enterprises and the game wins the number. To establish sustained competitive advantage. Numerous domestic and foreign small and medium-sized enterprises rely on the introduction of new products to grow a thousand li a day the famous NOKIA, Microsoft, today is a distinct example.