A公司新產品導入期消費者感知管理策略研究
發(fā)布時間：2019-04-22 09:58
【摘要】：在萬眾創(chuàng)業(yè)大眾創(chuàng)新的時代,創(chuàng)業(yè)型公司如雨后春筍般出現,開發(fā)出好的產品已不是創(chuàng)業(yè)公司面臨最為棘手的問題,而是在產品市場導入期,如何讓目標消費者迅速知曉其產品、理解其產品并購買其產品。有調查顯示,中國的創(chuàng)業(yè)型公司失敗率超過90%,失敗的原因林林總總,但是最為關鍵的因素之一無疑是產品或服務不能被消費者所認知與接受,不能打開市場,無法形成資金的閉環(huán)運行,導致企業(yè)經營困難或者倒閉。A公司也屬于創(chuàng)業(yè)型公司,開發(fā)出了市場空白領域的全新產品,但是產品的銷售始終不盡如人意,如何解決A公司面臨的問題迫在眉睫。本研究以A公司為研究對象,以消費者感知為切入點,分析其面臨的問題和困境,找出其中的原因,探索出A公司的市場新品在其導入期可采取的消費者感知管理策略,以此對消費者產生積極影響從而對產品進行有效的推廣并贏得客戶。首先,本文回顧了消費者感知的相關理論,詳述了有關消費者感知的類型及相關概念,對感知與態(tài)度、行為意向及定位等相關理論的關系進行了理論研究,充分了解消費者感知的諸多重要影響因素。并對新產品導入期的相關理論及消費者該時期的產品感知的相關理論也進行了綜述,最后對消費者感知管理的相關策略的理論文獻進行了回顧,找出相關的研究成果與問題的解決思路。其次,本研究對A公司的背景情況進行了詳細介紹,包括企業(yè)文化、產品、技術特點、行業(yè)環(huán)境等。在掌握其基本情況的基礎上,針對事先分析所得到的初步結果,設計了調查問卷,并分析出A公司新產品在市場導入期消費者對其的感知狀況。通過市場問卷得知,A公司所面臨的最大問題是消費者目前對產品所傳遞的概念還不是很了解以及公司產品的價格昂貴。同時面臨最大的困難是消費者不明白公司產品的技術以及不能很好感知產品的價值。此外,根據問卷調查所展現出來的具體問題,為對問題深入的剖析,尋找出合適的解決辦法,本研究從消費者感知管理的角度出發(fā),進行了有針對性的swot分析,在感知方面從四個維度:外部機會、威脅、內部的優(yōu)勢、劣勢對A公司展開了全面詳細的研究。通過分析最后提煉出了針對A公司的消費者感知管理四大基本策略。最后,針對消費者感知管理的策略,本文從四個方面對策略做了較為詳細的分析。首先,從產品市場再定位的角度出發(fā),對相關的感知管理策略進行了詳細介紹。其次,就擴散食品凈化的常識并打造企業(yè)品牌提出了自己的見解。再次,深入分析了感知技術的解決辦法,提出了線上、線下策略等。最后,在豐富價值傳遞渠道與策略方面,建議A公司建立潛在的消費群體,進行全方位的價值傳遞,通過免費等手段建立種子市場。本文的研究除了對A公司有積極意義以外,對其它的類似企業(yè)也有一定的啟發(fā)和經驗借鑒性。
[Abstract]:In the era of mass innovation, entrepreneurial companies have sprung up, and developing good products is no longer the toughest problem for startups to face, but in the lead-in period of the product market. How to let target consumers know their products quickly, understand their products and buy their products. A survey has shown that the failure rate of entrepreneurial companies in China exceeds 90%, and the reasons for the failure are numerous, but one of the most critical factors is undoubtedly that products or services cannot be recognized and accepted by consumers and cannot open the market. Unable to form a closed-loop operation of the capital, resulting in business difficulties or closure. A company is also a start-up company, developed a new product in the blank field of the market, but the sales of the product has not been satisfactory all the time. How to solve the problem that A company faces is urgent. This research takes A Company as the research object, takes consumer perception as the starting point, analyzes the problems and difficulties it faces, finds out the reasons, and explores the consumer perception management strategy that A Company's new products in the market can adopt during the period of its introduction. This has a positive impact on consumers to effectively promote the product and win customers. Firstly, this paper reviews the relevant theories of consumer perception, elaborates on the types and concepts of consumer perception, and studies the relationship between perception and attitude, behavior intention and orientation, and so on, and makes a theoretical research on the relationship between perception and attitude, behavior intention and orientation, and so on. Fully understand the consumer perception of many important factors. The related theories of new product import period and consumer perception in that period are also summarized. Finally, the theoretical literature of consumer perception management is reviewed, and the related theories and theories of consumer perception management are reviewed in the end, and the related theories and theories of consumer perception management are reviewed in this paper. Find out the relevant research results and solutions to the problems. Secondly, the background of A Company is introduced in detail, including corporate culture, products, technical characteristics, industry environment and so on. On the basis of mastering its basic situation and aiming at the preliminary results of the pre-analysis, a questionnaire is designed, and the consumers' perception of the new products in A Company during the market introduction period is analyzed. According to the market questionnaire, the biggest problem faced by A company is that consumers do not have a good understanding of the concept passed by the product and the price of the company's products is very high. At the same time, the biggest difficulty is that consumers do not understand the technology of the company's products and can not well perceive the value of the products. In addition, according to the specific problems revealed by the questionnaire survey, in order to analyze the problems in depth and find out the appropriate solutions, this study carries out a targeted swot analysis from the perspective of consumer perception management. In the aspect of perception, there are four dimensions: external opportunity, threat, internal advantage and disadvantage. Finally, four basic strategies of consumer perception management for A company are extracted through the analysis. Finally, according to the strategy of consumer perception management, this paper makes a detailed analysis of the strategy from four aspects. First of all, from the perspective of product market repositioning, the related perceptual management strategies are introduced in detail. Second, the spread of food purification common sense and create corporate brands put forward their own views. Thirdly, the solution of perceptual technology is deeply analyzed, and the online and offline strategies are put forward. Finally, in the aspect of enriching the channels and strategies of value transmission, it is suggested that Company A establish a potential consumer group, carry out all-round value transfer, and establish seed market by means of free and other means. The research in this paper not only has positive significance to A company, but also has some inspiration and experience to other similar enterprises.
【學位授予單位】：中央民族大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F279.2;F713.55
本文編號：2462741
[Abstract]:In the era of mass innovation, entrepreneurial companies have sprung up, and developing good products is no longer the toughest problem for startups to face, but in the lead-in period of the product market. How to let target consumers know their products quickly, understand their products and buy their products. A survey has shown that the failure rate of entrepreneurial companies in China exceeds 90%, and the reasons for the failure are numerous, but one of the most critical factors is undoubtedly that products or services cannot be recognized and accepted by consumers and cannot open the market. Unable to form a closed-loop operation of the capital, resulting in business difficulties or closure. A company is also a start-up company, developed a new product in the blank field of the market, but the sales of the product has not been satisfactory all the time. How to solve the problem that A company faces is urgent. This research takes A Company as the research object, takes consumer perception as the starting point, analyzes the problems and difficulties it faces, finds out the reasons, and explores the consumer perception management strategy that A Company's new products in the market can adopt during the period of its introduction. This has a positive impact on consumers to effectively promote the product and win customers. Firstly, this paper reviews the relevant theories of consumer perception, elaborates on the types and concepts of consumer perception, and studies the relationship between perception and attitude, behavior intention and orientation, and so on, and makes a theoretical research on the relationship between perception and attitude, behavior intention and orientation, and so on. Fully understand the consumer perception of many important factors. The related theories of new product import period and consumer perception in that period are also summarized. Finally, the theoretical literature of consumer perception management is reviewed, and the related theories and theories of consumer perception management are reviewed in the end, and the related theories and theories of consumer perception management are reviewed in this paper. Find out the relevant research results and solutions to the problems. Secondly, the background of A Company is introduced in detail, including corporate culture, products, technical characteristics, industry environment and so on. On the basis of mastering its basic situation and aiming at the preliminary results of the pre-analysis, a questionnaire is designed, and the consumers' perception of the new products in A Company during the market introduction period is analyzed. According to the market questionnaire, the biggest problem faced by A company is that consumers do not have a good understanding of the concept passed by the product and the price of the company's products is very high. At the same time, the biggest difficulty is that consumers do not understand the technology of the company's products and can not well perceive the value of the products. In addition, according to the specific problems revealed by the questionnaire survey, in order to analyze the problems in depth and find out the appropriate solutions, this study carries out a targeted swot analysis from the perspective of consumer perception management. In the aspect of perception, there are four dimensions: external opportunity, threat, internal advantage and disadvantage. Finally, four basic strategies of consumer perception management for A company are extracted through the analysis. Finally, according to the strategy of consumer perception management, this paper makes a detailed analysis of the strategy from four aspects. First of all, from the perspective of product market repositioning, the related perceptual management strategies are introduced in detail. Second, the spread of food purification common sense and create corporate brands put forward their own views. Thirdly, the solution of perceptual technology is deeply analyzed, and the online and offline strategies are put forward. Finally, in the aspect of enriching the channels and strategies of value transmission, it is suggested that Company A establish a potential consumer group, carry out all-round value transfer, and establish seed market by means of free and other means. The research in this paper not only has positive significance to A company, but also has some inspiration and experience to other similar enterprises.
【學位授予單位】：中央民族大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F279.2;F713.55
【相似文獻】
相關期刊論文 前10條
1 施濤;;產品導入期銷售員報酬制度研究[J];商業(yè)時代;2006年34期
2 李航;產品導入期的營銷決策分析[J];價格理論與實踐;2004年02期
3 高希君;;產品導入期的整合傳播[J];企業(yè)改革與管理;2010年01期
4 ;推廣:360度 宣傳大通關[J];聲屏世界·廣告人;2012年04期
5 姜波;企業(yè)產品導入期的定價策略[J];企業(yè)經濟;1993年11期
6 翟新兵;別讓員工在惴惴不安中工作[J];CO.公司;2004年08期
7 慕朝師;產品有周期 創(chuàng)新能長壽[J];中小企業(yè)科技;2004年11期
8 顧向輝;;為老產品尋找新商機[J];企業(yè)改革與管理;2010年03期
9 陶恭生;中國已處于轎車導入期[J];企業(yè)研究;1995年01期
10 陳煒;施建軍;;前攝研究在分裂式創(chuàng)新管理中的應用[J];科學管理研究;2007年02期
相關重要報紙文章 前10條
1 ;導入期怎樣“轟”市場？[N];中國信息報;2000年
2 國家863計劃節(jié)能與新能源汽車重大項目監(jiān)理專家組組長 王秉剛;我國電動汽車產業(yè)剛邁入導入期[N];科技日報;2012年
3 本報記者 高薇;補齊產品線 DS發(fā)力品牌導入期[N];華夏時報;2012年
4 孫丹威;連鎖異地擴張可別靠“感覺”[N];中華工商時報;2011年
5 本報記者 吳麗華;激發(fā)民間投資活力 宏觀政策微調走進“導入期”[N];華夏時報;2009年
6 傅振華;做員工成長的“總導演”[N];中國旅游報;2002年
7 ;中國便利店處于發(fā)展導入期[N];國際商報;2005年
8 中研博峰咨詢有限公司高級咨詢顧問 常曉寧;“低價+混搭”縮短導入期[N];通信產業(yè)報;2009年
9 劉耀輝;羊奶營銷贏得斗“牛”賽的七大原則[N];經理日報;2008年
10 劉忠彬;高新技術產品的營銷策略[N];山東科技報;2003年
相關碩士學位論文 前5條
1 鄒佳旺;A公司新產品導入期消費者感知管理策略研究[D];中央民族大學;2017年
2 李朦;高新技術產品導入期的市場競爭策略研究[D];華東理工大學;2011年
3 汪艷萍;安恒水華預警系統(tǒng)產品導入期的營銷策略研究[D];遼寧大學;2012年
4 陳立;綠微康飼料脂肪酶產品導入期國內市場營銷策略研究[D];蘭州大學;2011年
5 康鐵生;論有線電視增值服務品導入期的營銷策略[D];對外經濟貿易大學;2001年
，本文編號：2462741
本文鏈接：http://sikaile.net/jingjilunwen/guojimaoyilunwen/2462741.html
