(1) Generation of new product ideas. The new product concept is the first stage of new product development. Conception is creative thinking, that is, the process of imagining or creating new products. The lack of good new product ideas has become the bottleneck of new product development in many industries. A good new product idea is the key to the success of new product development. Enterprises can usually find the source of new product ideas from inside and outside the enterprise. The company's internal personnel include: R&D personnel, marketing personnel, senior managers and other department personnel. These people have different degrees of direct contact with products, but what they have in common is that they are familiar with one or several aspects of the company's business. They have more knowledge and concern about the products provided by the company than outsiders, so they can often put forward ideas for improvement or innovation according to the advantages and disadvantages of the products. The external sources that enterprises can look for are: customers, middlemen, competitors, researchers and inventors outside enterprises, consulting companies, market research companies, etc.
(2) Conception screening. The screening of new product ideas is a screening process of analyzing and comparing all kinds of ideas with appropriate evaluation system and scientific evaluation method, and selecting the most promising ideas from them. In this process, we strive to eliminate the new product ideas with the biggest loss and certain loss, and choose the new product ideas with great potential profit. The main method of concept screening is to establish a series of evaluation models. The evaluation model generally includes: evaluation factors, evaluation grades, weights and evaluation personnel. Among them, determining reasonable evaluation factors and determining appropriate weight for each factor is the key to whether the evaluation model is scientific or not.
(3) Development and testing of new product concepts. New product ideas are some possible new product ideas that enterprise innovators hope to provide to the market. New product ideas only point out the direction for new product development, and new product ideas must be transformed into new product ideas in order to truly guide new product development. The concept of new product is a detailed description of product conception from the perspective of consumers. That is to concretize the idea of a new product and describe its performance, specific use, shape, advantages, appearance, price, name and benefits provided to consumers, so that consumers can see the characteristics of the new product at a glance. Because consumers are not buying new products, but buying new products. The formation process of new product concept is to transform rough product concept into detailed product concept. Any product idea can be transformed into several product concepts. The formation of the new product concept comes from the answer to the questions raised by the new product concept. Generally, you can form different new product concepts by answering the following three questions. Who is using the product? What are the main benefits provided by this product? Where is this product suitable?
(4) Make marketing strategic plan. It is an important stage in the process of new product development to plan the marketing strategy of the formed new product concept. The plan will be continuously improved in the future development stage. The marketing strategic plan includes three parts: the first part describes the scale, structure and consumer behavior of the target market, the positioning of new products in the target market, market share and sales and profit targets in previous years. The second part is to plan the price strategy, distribution strategy and marketing budget of the new product in the first year. The third part describes the expected long-term sales and profit targets and the marketing mix in different periods.
(5) Business analysis. The main content of business analysis is the financial analysis of the new product concept, that is, to estimate the sales volume, cost and profit, and to judge whether it meets the enterprise's goal of opening new products.
(6) Product entity development. The physical development of new products mainly solves the problem of whether product ideas can be transformed into technically and commercially feasible products. Through the design, trial production, testing and appraisal of new product entities. According to the survey of the American Science Foundation, the investment and time required for the product entity development stage in the process of new product development account for 30% of the total development cost and 40% of the total development time respectively, and the technical requirements are very high, which is the most challenging stage.
(7) Trial sale of new products. The purpose of the trial sale of new products is to test the new products for the last time before they are officially launched, and the evaluator of this test is the consumer's currency vote. Only through market trial sales, enterprises can truly understand the market prospect of new products by putting them into small target markets in representative areas for testing. Market trial sale is a comprehensive test of new products, which can provide a comprehensive and systematic decision-making basis for whether new products are fully listed, and also provide inspiration for the improvement of new products and the perfection of marketing strategies. Many new products are successful only after trial sale and improvement. The first problem of trial marketing of new products is to decide whether to try marketing or not. Not all new products have to go through trial sales, but they can be decided according to the characteristics of new products and the analysis of the advantages and disadvantages of trial sales. If the trial sale is decided, the next step is to choose the trial sale market, and try to be as close as possible to the target market where the new product will eventually enter in terms of advertising, distribution, competition and product use. The third step is the selection of trial marketing technology. The commonly used trial marketing technologies of consumer goods include: sales wave testing, simulation testing, controlled trial marketing and trial marketing. The commonly used trial marketing methods of industrial products are product use testing or introducing new products through commercial exhibitions. The fourth step is to control the trial marketing process of new products, and the control of promotion effect, trial marketing cost, trial marketing plan target and trial marketing time is the key point that trial marketing personnel must grasp. Finally, collect and analyze the trial marketing information. For example, consumers' trial rate and repurchase rate, competitors' reaction to new products, consumers' reaction to new product performance, packaging, price, distribution channels and promotion.
(8) Commercialization. In the marketing operation of new products in the commercialization stage, enterprises should make careful decisions in the following aspects: when to launch new products. There are three opportunities for competitors' products. That is, first entry, parallel entry and later entry; Where to launch new products; How to launch new products, enterprises must make detailed marketing plans for new products, including marketing mix strategy, marketing budget, organization and control of marketing activities, etc.