4. 新產品的定義
•A term subject to opinions and practices,
but most generally defined as a
product(either a good or service) new to
the firm marketing it. Excludes products
that are only changed in promotion.
•所謂新產品(可以是產品或服務)對公司來
說是新的並行銷之。新產品不包括僅僅是在
促銷上做改變的產品。
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19. 新產品開發為何重要?
19
73.4%
74.5%
54.3%
55.4%
56.0%
29.3%
29.6%
26.9%
77.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of projects meeting
market share objectives
% of projects meeting sales
objectives
% of projects meeting profit
objectives
Percentage of Business’s NP Projects Meeting Objectives
Bottom 20% of Businesses
Top 20% of Businesses
The Average Business
• 前20%公司的新產品專案有接近75%達成目標
20. 42.4%
38.0%
28.4%
27.5%
9.1%
9.0%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
% of profits coming from NPs
% of revenue coming from
NPs
Percentage of the Business’s Sales Revenues & Profits Coming
from New Products Launched in Last 3 Years
Bottom 20% of Businesses
Top 20% of Businesses
The Average Business
新產品開發為何重要?
• 前20%公司的有40%左右的營收及利潤來自新產品
23. 新產品開發的定義
•The overall process of strategy, organization,
concept generation, product and marketing
plan creation and evaluation, and
commercialization of a New Product.
Sometimes referred to only as “Product
Development.”
•關於新產品的策略、組織、概念產生、產品以
及行銷計畫的創立和評估、商品化的所有程序。
通常稱之為「產品開發」。
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