New product launch "Five Rules" enterprise marketing "Xiaoao business Lake"
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new product launch "Five Rules" enterprise marketing "Xiaoao business Lake"
core Tihua University of science and technology "Yangtze River Scholar" Professor Miao Xiangshui team developed China's first optical power thermal analyzer: for an enterprise, In order not to be eliminated in the fierce market competition, we must constantly push through the old and bring forth the new, and put forward new products, so as to make the enterprise experiment sustainable management and sustainable development. However, practice shows that about three fifths of new products have failed miserably. Is there any way to help the new product cross this "life and death"? For an enterprise, if it is not eliminated in the fierce market competition, it must constantly push through the old and bring forth the new, and put forward new products, so that the friction of water, gas and other pollutants can make the enterprise experiment sustainable management and sustainable development. However, practice has shown that about three fifths of the new products failed miserably in the first 90 days of the suspension. Is there any way to help the new product cross this life and death barrier
rule 1: make cows thirsty
as the saying goes: don't press your head until you drink water. In the face of new products that are not well-known, cattle (consumers) generally do not take the initiative to drink water. At this time, enterprise customers can't take the initiative to drink water if they install it manually. At this time, it is impossible for enterprises to press their heads and force them to drink water. What should they do? Smart enterprises often try to make the cattle thirsty first, which is the spontaneous desire of the cattle to drink water. In this way, there is no need to force, the cow will naturally drink your water
how to make cattle thirsty? (1) Training. For example, many people can't operate home computers, so they think it doesn't matter whether they buy them or not. Once the manufacturer trains them first, they will learn the basic operation, understand all kinds of tastes and become addicted. It will be sooner or later to buy. (2) Delivery. Free samples are the most vivid and powerful way to promote sales, so that consumers can experience the beauty of new products. It is said that seeing is better than hearing, and testing is better than seeing. (3) Demonstration. The demonstration is to place the samples in public places, and the manufacturer's promoters will demonstrate them to consumers. Customers can also be encouraged to operate in person. If the enterprise does not have sufficient funds to carry out distribution activities, it can achieve its goal in this way. (4) Trade the old for the new. Allowing consumers to exchange old products for new products at a discount not only solves the problem of recycling waste products, but also achieves the goal of making cattle thirsty. (5) Use before payment. With conditions and credibility guarantee, this is a way to get the best of both worlds. Moreover, consumers generally believe that those who dare to use first and then buy should be trustworthy products with excellent quality. This undoubtedly increases the persuasion of the new product
rule 2: consumption also has job hopping costs
from the perspective of consumer accounting principles, when consumers decide to buy new products, they have to pay job hopping costs, because from old products to new products, customers need to pay the following repurchase costs (material or spiritual): the cost of scrapping old products, the purchase cost of new products, the cost of transition and docking between new and old products Worry about the psychological burden cost of new product quality and reputation, etc
therefore, the launch of new products is by no means a simple job. It is a complex project that takes into account both the new and the old. If we only consider new products and ignore the aftermath of old products, it will lead to serious conflict and exclusion between new products and old products. Then, it will greatly increase the cost of job hopping for consumers, and make consumers afraid of new products and dare not make up their minds easily
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