什么是市场调研对新产品开发的重要性？(the importance of market research for new product development?)
新产品的成功通常在很大程度上取决于消费者的需求。如果一家公司依靠猜测并希望创造一种产品，它就有可能开发出公众既不想要也不需要的产品。市场研究对于新产品开发的重要性不容低估；通过定量和定性数据告知开发商，市场研究可以帮助塑造产品设计，以满足开发商和客户的需求。
新产品开发的市场研究可以帮助开发人员确定产品的目标市场。如果汽车公司希望开发新的混合动力汽车，它可以利用市场调查来确定该产品的潜在人口统计数据。定量研究有助于定义人口统计数据，可以向汽车公司展示哪些人群对混合动力汽车最感兴趣。如果定量数据显示中等收入家庭最有可能想要一种新型混合动力车，那么汽车的开发过程可以进入设计阶段，同时考虑到人口统计。。
既然开发人员对可能的消费者有所了解，新产品开发的市场研究就可以转变方向，确定这些消费者在新产品中寻找什么。定性市场研究可以发现有关特定消费者行为和需求的信息，有助于支持产品开发的下一步。例如，中等收入家庭可能高度关注安全等级、奖励行李箱存储空间，并希望选择升级汽车以包括娱乐系统。了解哪些品质是可取的有助于一家公司开发出满足其潜在客户需求的产品。。
除了提供有关消费者的有价值的定量和定性研究外，新产品开发的市场研究还可以帮助开发人员在当前市场中进行竞争。了解竞争对手当前和即将推出的产品有助于开发人员确定如何将其新产品与类似产品区分开来。检查最近在市场上失败或摇摇欲坠的具有类似特征的产品也很有帮助，这样开发团队就可以从其他人的错误中吸取教训。。
新产品开发的市场研究也可以帮助开发人员确定新产品如何提升、重新确认或改善其公司的形象。这可能涉及收集消费者对现有品牌的正面和负面看法的数据，以及先前发布的产品表现的好坏。通过将新产品与品牌紧密结合，该产品不仅有机会获得财务上的成功。一个可以重申品牌最佳价值的优秀产品，或者一个可以重新发明或扩大品牌的创新项目，都是提高公司整体可持续性的好方法。。
- 发表于 2022-01-05 07:28
- 阅读 ( 66 )
- 分类：商业金融
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