A公司新产品导入期消费者感知管理策略研究

发布时间：2019-04-22 09:58

【摘要】：在万众创业大众创新的时代,创业型公司如雨后春笋般出现,开发出好的产品已不是创业公司面临最为棘手的问题,而是在产品市场导入期,如何让目标消费者迅速知晓其产品、理解其产品并购买其产品。有调查显示,中国的创业型公司失败率超过90%,失败的原因林林总总,但是最为关键的因素之一无疑是产品或服务不能被消费者所认知与接受,不能打开市场,无法形成资金的闭环运行,导致企业经营困难或者倒闭。A公司也属于创业型公司,开发出了市场空白领域的全新产品,但是产品的销售始终不尽如人意,如何解决A公司面临的问题迫在眉睫。本研究以A公司为研究对象,以消费者感知为切入点,分析其面临的问题和困境,找出其中的原因,探索出A公司的市场新品在其导入期可采取的消费者感知管理策略,以此对消费者产生积极影响从而对产品进行有效的推广并赢得客户。首先,本文回顾了消费者感知的相关理论,详述了有关消费者感知的类型及相关概念,对感知与态度、行为意向及定位等相关理论的关系进行了理论研究,充分了解消费者感知的诸多重要影响因素。并对新产品导入期的相关理论及消费者该时期的产品感知的相关理论也进行了综述,最后对消费者感知管理的相关策略的理论文献进行了回顾,找出相关的研究成果与问题的解决思路。其次,本研究对A公司的背景情况进行了详细介绍,包括企业文化、产品、技术特点、行业环境等。在掌握其基本情况的基础上,针对事先分析所得到的初步结果,设计了调查问卷,并分析出A公司新产品在市场导入期消费者对其的感知状况。通过市场问卷得知,A公司所面临的最大问题是消费者目前对产品所传递的概念还不是很了解以及公司产品的价格昂贵。同时面临最大的困难是消费者不明白公司产品的技术以及不能很好感知产品的价值。此外,根据问卷调查所展现出来的具体问题,为对问题深入的剖析,寻找出合适的解决办法,本研究从消费者感知管理的角度出发,进行了有针对性的swot分析,在感知方面从四个维度:外部机会、威胁、内部的优势、劣势对A公司展开了全面详细的研究。通过分析最后提炼出了针对A公司的消费者感知管理四大基本策略。最后,针对消费者感知管理的策略,本文从四个方面对策略做了较为详细的分析。首先,从产品市场再定位的角度出发,对相关的感知管理策略进行了详细介绍。其次,就扩散食品净化的常识并打造企业品牌提出了自己的见解。再次,深入分析了感知技术的解决办法,提出了线上、线下策略等。最后,在丰富价值传递渠道与策略方面,建议A公司建立潜在的消费群体,进行全方位的价值传递,通过免费等手段建立种子市场。本文的研究除了对A公司有积极意义以外,对其它的类似企业也有一定的启发和经验借鉴性。
[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.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F279.2;F713.55

【相似文献】