| 我国参加WTO后，带来机会，也面对严格的挑衅。市场竞争日益剧烈，业界的运营措施日渐多样庞杂，公司针对新产物入市的战略研究就随之出现标准化、系统化、多元化。那末，公司毕竟若何面临市场上赓续出现的新产物，若何跟进随之而来的新产物上市的治理运作？已经胜利推出浩瀚新产物胜利上市的国际著名公司，法国迪卡侬企业的营销战略无疑成为新产物上市计谋研究的经范例例。法国迪卡侬企业是一家集设计、临盆、流畅、发卖、办事于一体的、跨国年夜型体育用品专营公司。2007年在迪卡侬企业市场部分的练习，使我亲自体验了一个产物从早期的青涩到逐步成熟的改变进程；六个月使我对于产物投入市场的运营计谋发生了浓重的兴致，这也是这篇应用性论文发生的重要缘由。本文重新产物上市的治理内在动手，以国际外研究新产物上市的实际文献为实际根据，法语论文范文，起首对迪卡侬企业在新产物入市进程中产物订价和花费者心思价钱反响做基本研究，其次对迪卡侬企业新产物上市的营销战略睁开辩证的剖析，法语毕业论文，最初提出一套全新的产物上市的治理计谋。同时，针对中国公司在新产物上市中裸露出来的缺少具有竞争实力的品牌；在产物研发中表现的技巧含量缺乏；和渠道扶植的治理上涌现破绽等成绩，本文辩证地提出对国际新产物运营的扶植性不雅点和看法。鉴于中国的丰硕原资料贮备和低本钱人力资本优势，很多蓬勃国度都曾经向中国抛出了“橄榄枝”，我们应当捉住这个可贵的机会，慢慢在新产物上市战略方面与国际接轨，终究完成产物的国际化。可以预感，跟着各类配套举措方法的完美，新产物的成长空间异常伟大，愈来愈多的产物将会投向中国市场甚至国际市场。并且一旦获得标准的操作势必转变以后的营销格式，对新产物入市的构造调剂和进级起到积极的增进感化。 Abstract: China's accession to the WTO, to bring the opportunity to face the stern challenge. The market competition is becoming increasingly fierce, the operation method of the industry increasingly diverse strategy research for enterprise new product market appeared standardization, systematization and diversification. The end, enterprise, after all, how to face ceaselessly appear on the market the new product, how to follow the attendant new products to market governance operation? Has successfully launched a vast new product success listed international famous enterprises, marketing strategy in decathlon will undoubtedly become the new products to market strategy research of the example cases. Decathlon is a set design, childbirth, smooth, sell and service in one of the, international sports activities in the franchise business. 2007 in decathlon company market part of the practice, so I personally experience a product from the early immature to mature gradually change process; six months make me about products into the market operation strategy had strong interest, which is this article using the occurrence of an important reason. Hands in this paper, the new products listed on the internal governance, the actual literature to the study of domestic and foreign new products listed as theory on which it is based, first and foremost of decathlon in the process of new products into the market products pricing and consumer psychological price reactions to do basic research. Secondly, the dialectical analysis of the decathlon new products listed on the marketing strategy of open, originally proposed a new product to appear on the market the management strategy. At the same time, the Chinese enterprises in the new products to market exposed the lack of has competitive strength of the brand; lack the skill content in product research and development; governance and construction of the channel of the emerging vulnerability results, this paper dialectically proposed construction of international new product operation of indecent and attitude. In view of China's rich raw materials reserves and low cost advantage of human capital, many developed countries have to China throws the "olive branch", we should seize this valuable opportunity, slowly in new products to market strategy with the international standards, eventually completed the product. Can foreknow, perfect with various types of supporting facilities, the new product development space great, more and more products will go to the market and even the international market Chinese. And once the standard operation is bound to change the marketing format, adjust to new products into the market structure and level play a positive role to promote. 目录: 摘要 4-5 Abstract 5 第1章 绪论 8-17 1.1 问题的提出 8-9 1.1.1 课题来源 8 1.1.2 探讨方向 8-9 1.2 新产品上市的探讨以及运用近况 9-14 1.2.1 新产品上市管理的内涵 9-10 1.2.2 国内外探讨及运用近况 10-12 1.2.3 我国公司新产品上市运作管理的近况 12-14 1.3 本文探讨的目的和意义 14-15 1.4 本文探讨的内容和结构 15-17 第2章 新产品上市的基础探讨 17-32 2.1 新产品上市略论 17-23 2.1.1 作用新产品上市的因素 17-19 2.1.2 新产品上市的产品定位 19 2.1.3 新产品上市的价格策略 19-23 2.2 新产品上市中的消费者心理价格作用略论 23-30 2.2.1 作用消费者对商品价格产生心理反应的主要因素 23-25 2.2.2 消费者对价格的认知心态 25-27 2.2.3 消费者对商品价格产生心理反应的基本模式以及运用 27-30 2.3 本章小结 30-32 第3章 迪卡侬新产品上市的略论 32-39 3.1 迪卡侬企业背景介绍 32-33 3.2 迪卡侬企业策略及略论 33-36 3.2.1 迪卡侬企业策略 33-35 3.2.2 迪卡侬企业策略略论 35-36 3.3 迪卡侬新产品上市的失败案例略论 36-37 3.3.1 案例重现 36 3.3.2 案例略论 36-37 3.4 本章小结 37-39 第4章 迪卡侬新产品上市的策略 39-52 4.1 对迪卡侬新产品上市的全新策划 39-50 4.1.1 迪卡侬企业新产品上市前的预测和评估 40-43 4.1.2 对新产品上市的市场细分 43-44 4.1.3 对新产品上市的产品设计 44-50 4.2 测试市场以及早期市场追踪探讨 50-51 4.2.1 测试市场以及早期市场追踪探讨 50 4.2.2 产品推广 50-51 4.3 本章小结 51-52 第5章 迪卡侬新产品上市对国内新产品运营的借鉴 52-58 5.1 鼓励技术开发 52-53 5.2 产品测试 53-54 5.3 注重促销活动中的细节 54-55 5.4 国内新产品上市的全新策划 55-57 5.5 本章小结 57-58 结论 58-60 参考文献 60-63 攻读学位期间发表的学术论文 63-65 致谢 65 |
