本文關(guān)鍵詞： CNG軟管 新產(chǎn)品 推廣策略　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：任何一家公司,無論你是世界五百強(qiáng)企業(yè)還是剛剛籌建成立的小公司,也無論是中國的大型國有企業(yè)還是外資在中國的合資或獨(dú)資企業(yè),要想發(fā)展壯大經(jīng)久不衰,必須要選擇一種或多種適合公司發(fā)展的產(chǎn)品。產(chǎn)品是企業(yè)持續(xù)發(fā)展的利器,是企業(yè)通向成功、走向輝煌的金鑰匙,故新產(chǎn)品的不斷推出是企業(yè)打敗競爭對(duì)手的犀利武器,是豐富公司自身發(fā)展的獨(dú)門秘籍。那么為什么公司要推出新產(chǎn)品?新產(chǎn)品的推出是否要選準(zhǔn)市場進(jìn)行突破?新產(chǎn)品推出后又該如何推廣?在推廣過程中公司又該注意哪些推廣策略呢?新產(chǎn)品的推出及推廣既然是每個(gè)公司都要面對(duì)的問題,那么就值得我們研究在新產(chǎn)品上市過程中有哪些推廣策略是我們應(yīng)該注意的,如何讓目標(biāo)消費(fèi)者了解和接受該產(chǎn)品,以達(dá)到新產(chǎn)品迅速占領(lǐng)市場并取得良好銷售業(yè)績,進(jìn)而使公司達(dá)到盈利的目的。本文所要研究的PHC公司是一家美國獨(dú)資企業(yè),她在20世紀(jì)80年代中國改革開放初期便搶先進(jìn)入上海,隨著中國改革開放的深入而不斷發(fā)展壯大,現(xiàn)在PHC公司已經(jīng)從當(dāng)初的一個(gè)貿(mào)易公司發(fā)展到如今在中國有十幾個(gè)工廠的大企業(yè)。PHC公司之所以能有今天的成績,與她時(shí)時(shí)瞄準(zhǔn)中國市場,快速推出針對(duì)市場新特點(diǎn)的新產(chǎn)品息息相關(guān)。本文之所以以PHC公司為研究對(duì)象,主要因?yàn)楸疚淖髡呤窃摴镜囊幻Y深員工和產(chǎn)品管理者,這就使得本文的研究更具有市場針對(duì)性。本文的結(jié)論是：1)PHC公司的新產(chǎn)品CNG軟管在上市推廣之前,公司必須洞悉相關(guān)市場的需求及特點(diǎn),必須把握市場的新動(dòng)向以進(jìn)行針對(duì)性的產(chǎn)品設(shè)計(jì)和研發(fā)；2)PHC公司必須嚴(yán)格規(guī)劃新產(chǎn)品的上市推廣計(jì)劃,做好新產(chǎn)品的市場定位,重點(diǎn)突破市場的制高點(diǎn),以大大縮短新產(chǎn)品CNG軟管上市推廣時(shí)間,提高其上市推廣效率；3)PHC公司必須打一個(gè)全面出擊的戰(zhàn)役,以期新產(chǎn)品的上市推廣達(dá)到全面開花的效果,進(jìn)而管理好新產(chǎn)品的良好生命周期以達(dá)到優(yōu)異的銷售業(yè)績,使公司快速穩(wěn)定地健康成長。本文自始至終對(duì)PHC公司的新產(chǎn)品上市推廣策略進(jìn)行具體研究,采用各種理論與實(shí)踐相結(jié)合的方法對(duì)PHC公司新產(chǎn)品上市推廣過程中遇到的各種問題進(jìn)行剖析,最后總結(jié)出新產(chǎn)品上市推廣的基本思路和策略,以期達(dá)到公司或同行業(yè)研究者借鑒和參考的目的。
[Abstract]:Any company, whether you are a top 500 company in the world or a small company that has just been set up, whether it is a large state-owned enterprise in China or a foreign joint venture or wholly owned enterprise in China. If you want to grow and grow for a long time, you must choose one or more products suitable for the development of the company. The product is the sharp weapon for the sustainable development of the enterprise and the golden key to success and brilliance of the enterprise. Therefore, the continuous introduction of new products is a sharp weapon for enterprises to defeat their competitors, and a unique secret book for enriching the company's own development. So why should the company launch new products? Is the introduction of new products to select the right market for breakthrough? How to promote the new product after the launch? What strategies should companies pay attention to in the process of promotion? Since the introduction and promotion of new products is a problem that every company has to face, it is worth studying what promotion strategies we should pay attention to in the process of marketing new products. How to make the target consumer understand and accept the product so that the new product can quickly occupy the market and achieve good sales performance. In 1980s, the PHC Company is an American sole proprietorship. In 1980s, China began to enter Shanghai in the early stage of reform and opening up. With the deepening of China's reform and opening up, it has continued to grow. Now PHC has developed from a trading company to a dozen factories in China today. The reason why the company can achieve today, and she always aimed at the Chinese market. The rapid introduction of new products aimed at the new characteristics of the market is closely related. The reason why this paper takes PHC as the research object is mainly because the writer is a senior employee and product manager of the company. This makes the research of this paper more market-oriented. The conclusion of this paper is that the company must know the demand and characteristics of the relevant market before the new product CNG hose is put on the market. Must grasp the market new trend to carry on the targeted product design and the research and development; 2PHC Company must strictly plan the new product marketing plan, do a good job of the market positioning of the new product, focus on breaking through the commanding high point of the market, in order to greatly shorten the new product CNG hose marketing time. Improving the efficiency of its listing and promotion; 3PHC must fight an all-out battle, with a view to the new product marketing and promotion to achieve a comprehensive flowering effect, and then manage the good life cycle of the new product to achieve excellent sales performance. To make the company grow rapidly and steadily. This paper makes a concrete study on the new product marketing strategy of PHC Company from beginning to end. This paper analyzes the problems encountered in the process of PHC's new product marketing by combining theory with practice, and finally summarizes the basic ideas and strategies of new product listing and promotion. In order to achieve the company or the same industry researchers reference and reference purpose.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.7

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