长虹电视新产品上市管理研究
毕业论文关键词：新产品；长虹；需求；市场
The research of ChangHong televison’s management of new product launch
Abstract New product is the secret of success for a strong enterprise. However, it is a common phenomenon for companies that meet different kinds of trouble even result in failure during the process of new arrival. To improve the rate of new product launch and offer helps and references for more companies, the article takes the plasma television of ChangHong as research objects, and synthesizes problems of other ChangHong products at the same time, discusses causes of the failure through the researching circle of friends. Through analyzing the success of the LeTV market experiences, the conclusion is: behind the times, lack of innovation, poor qualities and services, unreasonable prices and have no representative products are the reasons that result in failure of new arrival. Therefor the suggestions for ChangHong to improve the rate of new product listings are that: products need to cater to customers, conduct accurate product location before appearing on the market, keep on improving and innovating products, be able to discover new market, reasonable pricing and complete listing procedure.
Key words: new product; ChangHong; demand; market of positioning
目录
第1章绪论.1
1.1研究目的和意义..1
1.2研究内容.1
1.3研究方法.2
第2章长虹电视新产品上市情况.2
2.1四川长虹简介.2
2.2电视市场竞争状况..3
2.3竞争者优势..4
第3章长虹新产品上市失败的原因..5
3.1目光短浅落后时代..5
3.2新产品缺乏创新.5
3.3质量粗糙.6
3.4售后服务.6
3.5价格战不再适用.6
3.6缺少代表性产品.7
3.7国内外竞争不断增大8
第4章长虹电视新产品上市的建议..9
4.1加强新产品上市管理的重要性.9
4.2乐视电视成功上市新产品的经验对长虹的借鉴9
4.2.1硬件..10
4.2.2营销模式.10
4.2.3售价..11
4.2.4定位..11
4.2.5创新的消费观念.11
4.3长虹电视上市新产品的建议..12
4.3.1新产品要投其所好..12
4.3.2产品的创新与改进..12
4.3.3注重生产质量13
4.3.4完善营销手段13
4.3.5产品定价.13
4.3.6进行准确的市场定位开发代表性产品14
4.3.7开拓新市场..14
4.4正确上市新产品的其他注意点15
4.4.1上市流程..15
4.4.2上市原则..16
结论..18
致谢..19
参考文献20
第1章 绪论 时代不断在进步，科技不断在发展，市场不断在完善，企业要想在竞争日趋激烈的市场中胜出，就必须用产品来说话。每个产品都有一定的生命周期，即使再受欢迎的产品也不可能风靡一世，想要长期生存下去企业就需要不断推陈出新，用新产品来博得消费者的眼球，从而获得一定的市场份额。然而也并不是只要推出了新产品，就一定能获得好的结果。 研究发现，在中国，95%的新产品在上市10 个月内就会宣布失败，每个项目亏损数额高达 100-5000 万元[1]。新产品最终能否被消费者接受的唯一标准就是该产品是否满足了消费者某些方面的特殊需求。可悲的是，越来越多的企业在实际过程中缺乏对消费者深度消费特征与消费喜好特点的研究，仅凭自己单方面赋予产品的想法就确定了产品的概念，完全忽略了消费者的诉求；或者专注于模仿与抄袭，失去品牌个性与优势；或者产品过分追求标新立异，生产出一种“怪物”反而让消费者敬而远之；粗制滥造，推广方式单一，定价不合理，售后不到位等种种原因使新产品刚上市就面临失败的局面。