新产品行销失败的原因（The failure of new product marketing）.docVIP

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新产品行销失败的原因（The failure of new product marketing）.doc

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新产品行销失败的原因（The failure of new product marketing）

新产品行销失败的原因（The failure of new product marketing） The failure of new product marketing According to statistics, in the United States, the success rate of new product listing is only about 5%. Through the study of new product marketing in China and foreign countries, we find that there are ten main reasons for the failure of new products in the sales process. First, product satisfaction is not enough to reach or exceed consumer expectations, as well as in comparison with the competitive brand, quality or performance is lagging behind, so the failure of products accounted for 21%. Product satisfaction mainly comes from the comprehensive evaluation of consumers products. Consumers on the comprehensive evaluation of products mainly in 5 aspects: first, product quality evaluation; second, using the evaluation value or consumer value; third, packaging and appearance evaluation; fourth, and comparison of similar products; fifth, consumption concept evaluation. If consumers do not recognize, naturally impossible to buy. Two, product awareness is not high, most of which is because the product is no advertising, or advertising dissemination of weakness, or advertising demands inappropriate, and therefore the failure of products accounted for 20%. Product visibility is often associated with the degree of trust of consumers, and visibility plays a role in promoting trust. Many new products are not unsalable because of quality reasons, but because their products and brands are unknown, so that consumers lack the reason to buy. As ray burgt (LeeBogarr) said in the advertising strategy: people need a reason to support their views on the product, otherwise it will only end up there is no reason to love. Therefore, the role of advertising is to provide customers with reasons for purchasing. People will say, look, that product is advertised. Lets go and buy it together.! Obviously, the advertisement behavior itself has the promotion function, people even can say: the product is bad, c