文档介绍：大连交通大学信息工程学院
毕业设计(论文)
题目新产品投放策略在化妆品行业中的应用研究
学生姓名刘庆专业班级市场营销07-2班
指导教师奚秀岩职称讲师
所在单位大连交通大学管理学院
教研室主任王岩
完成日期 2011 年 5 月 28 日
摘要
化妆品行业与其他行业行业的产品不尽相同,都因其本身生命周期的特性,随着时间地推移,人们对其的需求也在不断地变化,最终都将走向衰退期,我们所讲的衰退期就是该产品散失了市场竞争能力,失去了原有的市场份额优势,无法持续满足顾客日益增长的物资文化生活需求。“适者生存,不适者淘汰”、“企业永恒不变的真理就是永远在变”、“顺应市场发展者昌,违背市场发展者亡”,这在市场竞争大潮中是无可厚非的,它不仅指出企业在经营、管理理念方面要以顾客导向为中心不断改进创新,更重要的是在产品的性能、结构、用途等方面需要持续改进,不断地开发出新产品以满足顾客现实和潜在需求。因此,研究新产品在化妆品行业中的投放策略,我们要在开发新产品之前,必须了解新产品开发类型,必须对市场进行分析、调查,并结合企业自身的资源进行市场开发战略性研究,抓住市场竞争机会,使得化妆品行业在新产品投放中取得成功。
本文首先通过对化妆品行业的现状和发展趋势进行分析调查;其次对新产品的投放市场的相关概念和进行定义,在从新产品投放策略在化妆品行业中的应用研究进行具体细致的研究描述,最后从现阶段在化妆品行业的新产品开发中存在的相关问题进行分析并找出相应的解决方案,最终阐述自己对化妆品行业的新产品投放策略的个人见解。
关键词:化妆品行业新产品开发市场需求
ABSTRACT
Cosmetics industry and other industries industry products is endless and same, because of the characteristics of its own life cycle, as time went on, people to their needs is in constant change, will eventually towards recession, what we say the recession is the product lost petition ability, lose their market share advantage, can't continue to meet customer growing material and cultural life demand. "The survival of the fittest, sick eliminated" and "enterprise eternal truth is never change", "change, ply with market development the market development against death", this in the petition tide is understandable, it not only that enterprises in operation and management idea aspect to customer orientation as the center unceasingly to improve the innovation, more important is in product performance, structure, use need continuous improvement, such as continuously develop new products to meet customer demand reality and potential. Therefore, research new products in the cosmetics industry, we should put strategy in developing new products before must understand new product development type, have to market analysis and investigation, bined with the enterprise itself resources for market development strategic research, seize the opportunity, make petition in the cosmetics industry ess i