如何做产品规划

如何做产品规划 产品规划 产品规划是指产品规划人员通过调查研究,在了解市场、了解客户 需求、了解竞争对手、了解外在机会与风险以及市场和技术发展态势的基础上,根据公司自身的情况和发展方向,制定出可以把握市场机会,满足消费者需要的产品的远景目标,Vision, 以及实施该远景目标的战略、战术的过程。产品规划的 内容 财务内部控制制度的内容财务内部控制制度的内容人员招聘与配置的内容项目成本控制的内容消防安全演练内容 包括产品各类别结构规划,产品系列化规划,各机型定位规划,产品长度和宽度规划,产品生 命周期规划等。 一、 类别划分和结构规划 划分产品类别的标准可以有很多种,比如以价格,以性能,以外观等,可以就多项标准对产品进 行分析,来多角度、系统性的规划产品结构。但将哪一项因素作为首要划分标准,对整个产品规划工作而言有起着举足轻重的导向性作用。 对于消费产品,一个以消费者为中心,以竞争为导向的划分标准其首要因素都应该是价格,其次才是性能外观等因素。 第一,以价格为指标划分消费者类别是最具代表性的,一名消费者对性能外观的坚定远不如对价格的执着,如果他只肯花of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 1000--1500元买一台烟机,那么让他接受一台2500元的产品几乎是 不可能的。但在价格因素相差不大的情况下,经促销员一推销,顾客可能一转念就会变买直吸为买侧吸。 第二,以价格为标准最能反映市场上产品的竞争态势,并可依此非常有指向性的确立如何应对市场竞争。比如发现市场上帅康、老板、方太中式烟机,不论直吸还是侧吸,的主销价格区间均在800— 1500元之间,在这一区间每个品牌均密集分布了5款左右,以终端实际出样为准,的机型,而在这一区间能与之抗衡的产品很少,明显处于弱势,根据这一竞争 态势,基本可以确定在这一价格区间内应提供与之款数相当的机型,然后再进一步研究各机型在技术性能上的竞 争对策。 第三,产品的价格区间通常会保持一定的平稳性,不论性能外观发生了多少次改朝换代,其销售价格区间确总还是死咬位某个范围区 间。比如手机主流价格始终保持在1000—3000元,笔记本电脑主流价格始终保持在万元左右。可以预计,城市市场主流品牌烟机的价格在相当长一段时间内 仍会保持在1000—3000元这样一个区间。这样把价格作为首要参考依据就更具历史性战略意义。 二、 产品系列化 面对琳琅满目的产品,消费者有时会无所适从。如何让消费者在面对纷繁复杂的产品信息时能理出头绪,最快的找到适合自己的产品,这就是产品系列化工作 所要完成的使命。产品系列化工作需要打通从 产品规划、到开发制造、到市场推广的各个环节。 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 一条完整产品系列化规划的思路是这样,首先分析顾客的需求类型,然后根据不同类型的需求 特点,在产品的质量性能和外观造型上明确体现,最后再设定一个有一定层次空间的价格体系。 同一系列产品在性能上具有满足顾客需求的相同 特点,而在材质、工艺以及非主要功能上有所区别并形成几种不同档次的价格。 同一系列产品也可以外观可保持基本一致,只是在具体功能配臵 上有所区分或局部外观有所差异。这样同系列产品的模具可以共用,节约开模成本,增加生 产系统的柔性,在促进产品多样化的同时又不会增加生 产成本。 同一系列中由高端机型出任“形象大使”,展现给消费者最完美的印象,然后以中价位机型去满足绝大部分顾客追求“高性价 比”“物美价廉”的需要,成为主销机型。 三、 职能定位 在军队中有不同的兵种担负不同的作战任务,而在产品阵容中也需要有不同的产品行使不同的市场职能,相互配合,系统作战,以充分迎合,或引导,消费者的购买 心理和行为,并打击竞 争对手。通过产品定位可以实现最有竞争力的价格体系优势却不以牺牲利润为代价。 产品定位职能通常有以下几类, 形象机型,高质高价高利润,销量约占总体10%,利润占20%。其职能在于提升整个产品系列形象档次,引起消费者对整个系列产品的关注和好感。并满足高经济能力 顾客的购买需要,由于购买高价位产品的顾客对价格并不敏感,因此可以适当提高售价,获取高于平of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 均水平的毛利。一般情况下,形象机型的售价可以比竞争对手相应机型的价格持平或略高。 主销机型,中质中价,中利润,销 量占总体50%,利润占50%。主销机型处市场主销价格区间内,拥有市场主流的性能配臵。拥有与形象机型相近的外观或相似的卖点,但性能价格比更高。 辅销机型,中质中价,中高利润,销量占总体20%左右,利润占25%。处于市场主销价格 区间内,比主销机型的外型更为独特,或多一些附加功能,而成本没有明显增长,使毛利水平高于平均水平。 掩护机型,中质中低价,限制销 量,销量占总体10%,利润占5%。与竞争对手主销机型的主要卖点,特点,或外观风格相同或相似。在价格上极力打压对手,形成同质低价之势,但在终端销售 推广上极力贬低该产品,不建议顾客购买,动摇顾客对该种类机型的购买信心。 狙击机型,低质低价,限制销量,销量占总体10%,利润占0%, 狙击竞争品牌的低价策略。以惊爆价,特价等形式在市场推出,通过超值低价吸引消费者的眼球。狙击机型在外观造型或性能配臵上应与主销机型形成明显差异,在 终端售点限制供货量,限制销售。 四、 产品线长度和宽度 在这里,指在不跨越产品类别的情况下,,产品线长度指最低和最高价所覆盖的价格区间,产品线宽度指在某一价位段所提供机型的款式数量。 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 产品过短过不利于市场竞争,但产品线过长过宽也会出问题,首先,终端售点可提供的产品陈列空间是有限的,太长产品线并不能在终端完全展现,其次,顾客的注意力资源也是有限的,产品线太长,则 顾客需花费更多的时间来了解产品信息,增加顾客的选购时间和选购的犹豫度,并不利于实际销售成交。最后,更重要的是,每一款产品的推出都需要开发,生产, 广告各个环节付出相应的成本,产品线过长无疑导致总运营成本增长,但销售额和市场竞 争力却不会同比例增长,超过一定的增长限度后甚至会呈反比例增长。 因此,一个合理适度的产品线长宽度规划须在尽可能地提高市场竞争力的 前提下实现成本投入和利润产出最优化,并考虑终端售点等限制条件。 产品线的长度规划可以主要竞争对手为参考,采取高端稍高,低端稍低的 策略,高端稍高有利于提升形象,低端稍低实现价格狙击。例如老板中式免拆洗产品线在应对帅康时即采用了该策略,其高端235型零售价超过2000元,高于 帅康的MD85型1780元的零售价,而低端516型为780元,低于帅康的M315型880元的零售价。由于产品线规划需要基于竞争对手来 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 制订,而 在厨卫行业,城市of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 市场和县域市场所面对的主要竞争对手类型不尽相同,为了方便根据不同类型市场和竞争对手制订不同的市场策略和竞争策略,可针对二个不同市场做二条分产品 线规划,这样以形成二条产品线二个拳头,拳拳有力。 产品线宽度规划反应不同价位段产品投入的力度。各价位段产品线宽度应和该价位段销售 额占有率成正比。即主销价位区间产品线宽度应加大,所提供机型款式数量占产品线总机型数量比例应等于或稍大于该价位段所占销售额比例,充分保证该价位段产 品线的竞争力度,而占销售比例较小的高端和低端价位区间,产品线宽度须适度紧缩,减小成本投入,也给主销价位区间产品让出终端售点陈列空间。 五、 生命周期 产品从面市到退市之间所经历的过程即为产品的生命周期。对产品生命周期的规划就是对产品更新速度和节奏的把控。 一个产品的生命周期需要经历导入期、成长期、成熟期和衷退期四个阶段,新上市处于导入期的产品能给市场带 来新意和亮点,毛利丰厚却不一定能很快上量,成长期产品销量上升很快但却依赖不菲的市场费用投入,上市有一段时间处于成熟期的产品是整个销量和利润的支 柱,但不断面临价格吃紧,利润缩水的威胁,衷退期产品日渐式微,行将末路,在生命期的最后阶段却可贡献自己作为低价狙击竞争对手的绝好武器。每一个,或每 个系列,产品所处的生命周期阶段不同,在整个产品线中所起到 的作用也不同。如何规划好各系列产品的生命周期,形成新老产品良性有序更替,是把控产品线整体节奏的关键。 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township 让导入期新产品去探索未来之 路,承担尚难定论的市场风险,节 奏稍缓,,对已经表现出市场潜力的新品给予市场推广强力支持,拉 升其快速成长,节奏加快,,让成熟期产品顶住销售量的大 梁,力 保城池不失,在保持现状的同时适当调整价格,粘住消费者的胃口,节 奏慢,,让衷退期老产品在退市之前再实施价格猛攻,狙击对手的同 时尽快排空库存,节 奏快,。 of government departments and dynamic supervision, where power and responsibility manifests to determine matters of administrative authority, must be moved into administrative service center to carry out "one-stop" service for enterprises, and the masses start to make ... ... Administrative approval "process optimization, shortest time and link the least, best service, people's satisfaction." Three is to solve the problem. To accelerate the land changes in hanging work, town street, used to speed up the project area places progress, ensure the quality of reclamation, ensure a smooth transition through acceptance. Should focus on illegal and inefficient idle land clearing work to occupy basic farmland, along the main traffic visual range, fringe and other key areas of focus to illegal land clearing, demolition or confiscation of buildings and facilities, according to law, we must resolutely be removed and confiscated. The work to be included in the land, Street of town housing, law enforcement and assessment content, linked to the use of assessment results suggest the County and cadres. Especially the town street must govern, manage cadres well, thorough investigation of regulation violation of illegal construction. While to caught national shantytown transformation of opportunities, using good relaxed town settled in conditions, and people to money linked, and improve shed modified currency of placed proportion, policy, according to "villagers voluntary, and village Board independent, and tablets district Guide, and township