PHC公司新产品推广策略研究

发布时间：2018-01-24 23:07

本文关键词： CNG软管新产品推广策略　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：任何一家公司,无论你是世界五百强企业还是刚刚筹建成立的小公司,也无论是中国的大型国有企业还是外资在中国的合资或独资企业,要想发展壮大经久不衰,必须要选择一种或多种适合公司发展的产品。产品是企业持续发展的利器,是企业通向成功、走向辉煌的金钥匙,故新产品的不断推出是企业打败竞争对手的犀利武器,是丰富公司自身发展的独门秘籍。那么为什么公司要推出新产品?新产品的推出是否要选准市场进行突破?新产品推出后又该如何推广?在推广过程中公司又该注意哪些推广策略呢?新产品的推出及推广既然是每个公司都要面对的问题,那么就值得我们研究在新产品上市过程中有哪些推广策略是我们应该注意的,如何让目标消费者了解和接受该产品,以达到新产品迅速占领市场并取得良好销售业绩,进而使公司达到盈利的目的。本文所要研究的PHC公司是一家美国独资企业,她在20世纪80年代中国改革开放初期便抢先进入上海,随着中国改革开放的深入而不断发展壮大,现在PHC公司已经从当初的一个贸易公司发展到如今在中国有十几个工厂的大企业。PHC公司之所以能有今天的成绩,与她时时瞄准中国市场,快速推出针对市场新特点的新产品息息相关。本文之所以以PHC公司为研究对象,主要因为本文作者是该公司的一名资深员工和产品管理者,这就使得本文的研究更具有市场针对性。本文的结论是：1)PHC公司的新产品CNG软管在上市推广之前,公司必须洞悉相关市场的需求及特点,必须把握市场的新动向以进行针对性的产品设计和研发；2)PHC公司必须严格规划新产品的上市推广计划,做好新产品的市场定位,重点突破市场的制高点,以大大缩短新产品CNG软管上市推广时间,提高其上市推广效率；3)PHC公司必须打一个全面出击的战役,以期新产品的上市推广达到全面开花的效果,进而管理好新产品的良好生命周期以达到优异的销售业绩,使公司快速稳定地健康成长。本文自始至终对PHC公司的新产品上市推广策略进行具体研究,采用各种理论与实践相结合的方法对PHC公司新产品上市推广过程中遇到的各种问题进行剖析,最后总结出新产品上市推广的基本思路和策略,以期达到公司或同行业研究者借鉴和参考的目的。
[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.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.7

【参考文献】