开发新产品是企业应对市场竞争的关键之一。新产品开发经常会面临很多挑战,如

复杂多变的客户需求、产品定位、价格战略制定等。对这些问题进行分析具有重要的理

论意义和实用价值。

本文选择A公司伺服塑机泵产品开发为目标,针对A公司伺服塑机栗新产品开发

的三个问题进行研究并提出解决方案。

首先,针对产品特征不满足客户需求问题,按照产品幵发过程分三步解决。在调查

分析阶段,根据客户需求的层次性设计层次化调査问卷来获取客户的根本性需求信息;对

于调查所获信息的分析,使用KJ分析法和Keno模型对于调查信息进行分析和归纳,进

而提取出用工程语言描述的客户需求。在概念产生阶段利用质量功能展开屋(QFD)将客

户需要内容和满足方法进行逻辑连接,然后利用Pugh选择矩阵对各种概念进行选择和

再组合,获得更好地满足客户需求的概念,产品特征确定阶段利用模块化设计适应客户

变化的需求。

其次,对于产品定位策略模糊的问题,分产品价值定位和营销策略定位两部分解决。

对产品价值定位策略改进通过目标客户群分析、产品客户利益量化分析、产品竞争差异

点来解决;对营销策略定位的改进利用竞争分析,和4P+4P营销理论进行解决。

最后,针对产品价格策略偏离市场的问题,利用市场细分将客户区分为价值导向型

客户和价格导向型客户。对价值导向型客户利用价值定价法、价格3C模型和客户价值

感知分析法制定价格策略;对于价格导向型客户釆用倒推法确定市场供应物,然后价格

敏感度分析法确定相应的价格范围和最佳定价。

通过这些分析和实证,对伺服塑机泵产品开发的三个问题进行了较为有效地解决。

这些方法对于A公司今后类似的新产品开发也有一定的参考意义。

关键词:产品的价值;产品设计特征;定位;产品生命周期;价格

第II页
华东理工大学硕士学位论文

Research on New Product Development Strategy of A Company

Abstract

New product development is one key to competing in market There are many kinds of

challenges like dynamic customer needs、product positioning、pricing strategy etc.

Companies need put heavy resource to solve the problems in new product development.

This article promoted solutions to A company Servo Plastic Injection Machine pump

project There are three key problems in Plastic Injection Machine pump project,they are:

firstly, product specifications did not meet customers,need; secondly,product positioning is

not clear; thirdly, price did not meet market request.

Firstly, three steps were used to solve to the problem of not meeting customers' need. In

investigating the customers' needs, writer designed lays of questionnaire to understand

customers' core needs, after that, KJ analysis and Keno model were used to analyze the

information from investigation to get engineering requests; When designing ideas, QFD was

used to connect what the customers need and how to meet the requests to help; Pugh matrix

was used to select different ideas and generate better ideas; Model design was used to meet

customers dynamic needs.

Secondly,for product positioning problem,mainly analyze and solve the product

positioning and marketing strategy. By segmentation analysis、customers,benefits

quantifying and product competitive differences to improve product value propositioning. By

competing analysis and 4P+4P marketing approaches to improve marketing strategy.

Finally, for problem of price not meeting market request, customer segmentation was

used to define value and price oriented customers. Value pricing is used for valued oriented

customers with pricing 3C model and customer perceived value analysis; Pricing targeting

and price sensitivity analysis were used to improve pricing tactics.

Based these analysis and verification, these three problems have better results for Servo

plastic machine pump project. These approaches are helpful for other projects in A company

also.

Key words: Product value; Product specifications; Positioning; Price; Product life cycle