《国际市场营销学》第11章 产品策略.ppt

第十一章 国际市场产品策略 Product Strategies for International Markets,六. 国际新产品开发策略 P214-221 Development Strategies for International New Product （一）意义 Significance Since consumers requirements from international markets are different and changing continuously, and also products have their lifecycles and finally out, we have to create and develop new products into the markets for our survivals & developments.,第十一章 国际市场产品策略 Product Strategies for International Markets,Lets study a case about rough competition between Nokia and Apple mobile phones. Watch the video carefully and try to understand what the story wants to tell us.,Questions in Class 2+1 1. Are the new technology and new product development necessary for an enterprise? 2. What products do your have in your company? Are those products popular and competitive in the international markets? 3. Are you going to develop new products or select other products as your main selling?,第十一章 国际市场产品策略 Product Strategies for International Markets,（二）新产品创意的来源 Source of Originality for New Product 1. consumers, end users; 2. company staffs such as engineers in R 5. government 6. traditional products, old products 7. other sources, as magazine, association, lab, unvst.,第十一章 国际市场产品策略 Product Strategies for International Markets,Simple Question: In your company whom do you think is your most direct originality source for product development？,第十一章 国际市场产品策略 Product Strategies for International Markets,七. 国际品牌策略 P222-225 International Brand Strategies Definition and Its Difference with Trade Mark 1. A products brand is composed with its brand name and brand logo, used to differ its products or services from other enterprises. See P223 2. Any brand is not protected by the law, only if it is registered as a special right it will be protected by the law. And now it is called trade mark.,第十一章 国际市场产品策略 Product Strategies for International Markets,七. 国际品牌策略 P222225 International Brand Strategies Often used brand strategies in reality for international marketing activities. 现实中常用品牌策略 1. Unified brand: single brand for all different products. example: Sony brand.,第十一章 国际市场产品策略 Product Strategies for International Markets,Often used brand strategies in reality for international marketing activities. 现实中常用品牌策略 2. Brand Extension: one brand extends from one product or service to other products or services. example: Galanz brand. It extends from microwave oven to electromagnetic oven and then to electric roaster.,第十一章 国际市场产品策略 Product Strategies for International Markets,Often used brand strategies in reality for international marketing activities. 现实中常用品牌策略 3. OEM （原厂代工，贴牌生产） Original Equipment Manufactures Produce products for the brands owners. example: Nike, Adidas brands. French Windo brand air conditioner made by Midea.,第十一章 国际市场产品策略 Product Strategies for International Markets,Often used brand strategies in reality for international marketing activities. 现实中常用品牌策略 4. multi-brands Strategies （多品牌策略） One enterprise has different brands for different products so that the brands can compete with each other and then their different characters can be outstood. Example: P&G But such strategy is not very widely adopted.,Question in Class 2+1 1. What products do you have in your company? And what brand name and brand logo did you give them? 2. What brand strategies are you going to use for your products? Single brand or multi-brands? Will you acc