新产品定价 meaning in Chinese
new product pricing
Examples
- China has a vast population and a broad market , thus liquor consumption owns a considerably potential market in china . however , due to the intence yet disorder competition of the present market , the marketing of the liquor industry in china has fallen into an rather awkward dilemma . the hidden trouble , the lurking danger , cause the businessmen in this line unable to extricate themselves from a low - leveled ricious competitive cycle . such severe challenge also confronts yuechitequ company . therefore , the most urgent problems waiting for resdring lie in how to take advantage of the present resoures effectively , how to distinguish the market situation , and how to institute a scientific product - popularizing programme in order to keep the enterprise standing undefeated in the intense competition , and develop the enterprise rapidly , favorably . this thesis makes a thoughtful analysis about the external conditions of market and internal ones resources in the yuechitequ by means of inrestication through questionaire and scientific data processing . in the second part , with the application of stp system theory of marketing and new - product - pricing theory , it designs and further expounds the popularization of the new products of this company , then forms a excutable performance and makes a constant rerision via market practice . in this way can it explor a suitable road to popularize the products in the liquor market , help the enterprise to free from the difficulties and progress healthely , consitently
本文通过在岳池特曲公司现有产品市场进行问卷调查，运用科学的数据处理方法对所回收的658份问卷统计分析，以及利用美国哈佛大学商学院著名教授迈克尔?波特( michaelporter )提出的五种力量模型和价值链与vrio分析理论，对白酒市场的公开数据细致分析，以明确四川省岳池特曲酒业有限公司实施新产品市场推广所面临的市场条件和内部资源条件，在此基础上，本文运用市场营销学中stp系统理论、新产品定价理论等，对岳池特曲公司推出的白酒新产品进行市场细分、确定目标市场和市场定位，并根据市场营销4p理论制定新产品的产品策略、价格策略、渠道策略、市场促销推广策略，形成最终整体完善的可执行方案，再通过市场实践对推广方案进行检验、修正，力图在酒类市场中探索一条新产品市场推广的适用道路，并帮助企业摆脱困境、迈开步伐、持续健康的发展。