subject: Small Enterprises To Start New Product Of "six Pulse Excalibur" [print this page] The following six kinds of methods, if the majority of SMEs the flexibility to use, then the chances of success will no doubt be greatly enhanced. Here, we used in the Novels of the "six pulse Sword" to do these six kinds of ways to explain:
Yang Jian business: accurately segment "Public Marketing "The era is over, followed by a" Focus marketing "of the times, so each company must find the most suited to their market segments. For limited resources, and at a competitive disadvantage for SMEs , only more accurately find the right market segments to better concentrate on winning advantage of opportunities.
" Wahaha "It's the street from an unknown small factory to today's scale, with accurate market segmentation is closely related." Wahaha fruit milk "is that a segment of children-oriented products, and in the development of pure Water the new product, "Wahaha" is another after market segmentation, succeeded in bringing young people as their target market. Because no other company's products were the first to "Wahaha" cut into the youth of this market, so " Wahaha purified water "in the young consumer market soon established leader in a strong position, obtained in the sub-market competitive advantage. big business big market, small businesses in small markets. SMEs in the choice of target market, we must grasp the importance of the principle that: "Big companies look down, and get their piece of the market is small enough to keep their integrity. "SME is only the first in their own target markets and stronger, bigger chance in the industry. Also the only way to be more flexible will help give full play to the advantage of SMEs in the target market leader in new products market position.
Small business Sword: new product development?? To meet the needs of target customers-oriented
Some SMEs in the development of new products when there is no detail, rigorously conducted survey of the market segments, and was not able to accurately measure and grasp the needs of target customers, so there is no target customers with the phase matching products. The result is that consumers do not buy a business account, causing a large backlog of products. On the contrary, if the new product development can be effectively investigated specific needs of target customers, then some of the obstacles new products can be solved. R & D process of new products in the market, it simply is a clear process of the three basic questions, namely, "Who am I?" (The new product attributes), "I was born for whom" (target customers of new products), " Why buy me "(new product selling point). Identified three basic problems is the development of new products for the corporate strategy identified. For the vast majority of SMEs, it is precisely because of its own funds, size and other factors is limited, so it should concentrate on study of target customer segments. Oriented to their needs, develop products to meet their needs, will finally get their favor.
The red sword: to create unique new products, the concept of differentiation
Difference can only stood out. Increasing homogeneity in the product today, creating a product concept and some others do not, will help to build the product competitive advantage, leveraging the market to create a fulcrum. Create new product concepts, there are two main methods:
First, the attributes of innovative products. For example, "Nongfuguoyuan" as a
Juice Drink of new products, product attributes it does not like the design of other products already on the market, as according to the taste of follow-up, but the inventive creation of the "Orange + Carrot + Apple" and "Pineapple + Mango + guava" "mixed taste" as the breakthrough and fruit juice in a multitude of strong forest products market, has established a unique advantage. Second, the innovation of product use. Such as "recoverable" eye foil, creatively put forward the external application of membrane methods for U.S. purposes; "Jin Long Yue" first in China to launch a small
Package
Edible oil; "Haier" for farmers in Sichuan and other places used to launch both the laundry and can wash sweet potatoes in the "sweet potato washing" washing machine, etc., these are based on the innovative use of methods to create a unique product concept.
Small Enterprises To Start New Product Of "six Pulse Excalibur"
