【北邮国院大二下】产品开发与营销知识点整理 Topic4

北邮国院大二电商在读，随课程进行整理知识点。仅整理PPT中相对重要的知识点，个人认为相对不重要的细小的知识点不列在其中。如有错误请指出。转载请注明出处

Topic 4 – Identify Customer Needs

本topic所讲的是phase1

Phase 1 – Concept Development

The needs of the target market are identified        确定目标市场的需求

Alternative product concepts are generated and evaluated        生成和评估替代产品概念

        ——A concept is a description of the form, function and features of a product

        ——概念是对产品的形式、功能和特点的描述

One or more concepts are selected for further development and testing

选择一个或多个概念进行进一步的开发和测试

Evaluation and screening criteria are used to aid in the selection

评估和筛选标准用于帮助选择

Usually accompanied by a set of specifications, an analysis of competitive products and an economic justification for the project

通常伴随着一套规格说明、竞争性产品分析和项目的经济合理性

【个人认为以上都是帮助理解concept development定义的，不太用背】

流程图

Step1:Identifying customer needs

确定客户需求

Goal is to understand customers needs,then to effectively communicate them to the development team

目标是了解客户的需求，然后将它们有效地传达给开发团队

The output of this step is: Customer need statements organised in a hierarchical list, with importance weightings for many or all of the needs

这一步的输出是:在层次列表中组织的客户需求语句，具有许多或所有需求的重要性权重

There are 5 steps to this process:                                  

这个过程有5个步骤：

1. Gather raw data from customers                                

从客户那里收集原始数据

Collection of primary/secondary data        收集主要/次要数据

        Primary data: comes from direct contact with customers, buyers, users or other actors within the marketing system

        主要数据:来自与客户、买家、用户或营销系统内其他参与者的直接接触

        Secondary data: not collected directly by their user, nor are they specific to the user

        次级数据:不是由用户直接收集的，也不是针对用户的

Data may be qualitative and/or quantitative        数据可以是定性和/或定量的

Marketing studies often start with a review of secondary data. This can form a basis for designing and carrying out the more difficult and expensive primary data collection

市场研究通常从次级数据的回顾开始。这可以作为设计和进行较困难和昂贵的初级数据收集工作的基础

收集主要数据(primary data)的方法：

1. Interviews: One or more development team members discuss with a single customer

访谈:一个或多个开发团队成员与单个客户讨论

        Advantage: interaction with customer

        优势:与客户互动

2. Focus groups: A moderator facilitates a two-hour discussion with a group of 8 or 12 customers

焦点小组:主持人与8或12名客户进行两个小时的讨论

        Advantage: systematic, retrievable        优势:系统性、可收回

        Disadvantage: costly, time-consuming, not as effective as interviews

        缺点:昂贵，耗时，不如访谈有效

3. Observing the product in use        观察使用中的产品

        Advantage: effective

        Disadvantage: not structured, not systematic,

4. Surveys:direct mail or web-based questionnaires       调查:直接邮寄或网上问卷

Concept Research

Concept research will gather data in the target market to        概念调研将收集目标市场的数据用来

1. Develop decision making strategies        制定决策策略

2. Examine existing market segments         检查现有的细分市场

3. Understand shopping habits                    了解购物习惯

4. Understand the customers’ view of the products available        了解客户对可用产品的看法

5. Look at customers’ beliefs/expectations   关注客户的信念/期望

6. Analyse current buying patterns                分析当前的购买模式

7. Carry out a SWOT/PESTEL analysis        进行SWOT/PESTEL分析

2. Interpret the raw data in terms of customer needs     

根据客户需求解读原始数据

The data gathered in Step 1 then has to be used to express the customers’ needs in terms of what the product has to do, not in terms of how it might do

步骤1中收集的数据必须用来表达客户的需求，即产品必须做什么，而不是产品可能如何做

Use positive, not negative phrasing        使用积极而不是消极的措辞

Express the needs as attributes of the product        将需求表示为产品的属性

3. Organize the needs into a hierarchy of needs           

将需求组织成需求层次

Kano classification:Structure the needs into          卡诺分类：需求可以分成

        Must-haves – “I wont buy without”                  必备——“没有我就不买”

        Delighters – “What an unexpected treat”        惊喜——“意想不到的惊喜”

        Linear Satisfiers – “The more the merrier”      线性满足——“越多越好”

        Neutrals – “No big deal”                                  中性——“没什么大不了的”

Consumer needs can be very elusive        消费者的需求可能非常难以捉摸

Intuitions are often wrong                           直觉常常是错误的

4. Establish the relative importance of the needs           

确定需求的相对重要性

Measuring preference is central to market research        衡量偏好是市场研究的核心

5. Reflect on the results and the process                        

反思结果和过程

No process is an exact science        没有任何过程是一门精确的科学
It is important to look back over the results and see how effective the process was

回顾结果，看看这个过程有多有效是很重要的

Role of market research

市场调研的作用

Products do not mainly fail because of technical shortcomings, but due to absence of market demand

产品的失败主要不是由于技术上的缺陷，而是由于缺乏市场需求

Timely and reliable knowledge about customer preferences is most important.Such data is obtained from market research

及时、可靠地了解客户偏好是最重要的。这些数据来自于市场调研

Market Research for NPD

Market Research is the function that links the consumer, customer and public to the marketer through information

市场研究是通过信息把消费者、顾客和公众与市场营销者联系起来的功能