影响新产品市场扩散的终端因素研究
摘要
新产品市场扩散中除了受外部不可控因素(经济、文化、竞争者、消费者行为等)的影响外，还受到企业营销活动(人员组织、广告跟进、促销力度、客情关系等)的制约。研究影响新产品市场扩散的终端因素及对策，就是要在新产品市场扩散中做到：消除导入期障碍，促进新产品扩散速度加快；维持成长期的高速增长。
目前，在影响新产品市场扩散终端因素研究上存在着两大不足，一是实际例证的缺乏；二是对影响新产品市场扩散的终端因素缺少定量的分析。这样既阻碍了理论成果的应用，同时也使企业的新产品市场扩散工作在终端管理上处于一种比较盲目的状态。
本文在回顾、总结前人研究成果的基础上，界定新产品市场扩散影响因素——终端的含义，采用理论分析和实证研究相结合的方法，以女性卫生用品新产品为例，论证了“企业费用支持是前提，终端合力是关键，能有效推进新产品市场扩散”这一命题。并在实证研究基础之上，从终端导购人员、终端促销、商品陈列、售点广告宣传等方面提出构建高效终端的相应对策。
During the market diffusion of new products, enterprises can manage the marketing process because new product diffusion is not only affected by external uncontrollable factors (economy, culture, competitors, customer actions and so on) but also restricted by enterprise marketing activities (personnel organization, advertising, promotion power, customer relations and so on). To research the point-of-sale factors influencing new product market diffusion and countermeasures is to eliminate obstacles of introduction period, speed up new product diffusion and maintain high increase of growth period in the process of new product market diffusion.
At present, there exist two major weaknesses in the research on point-of-sale factors influencing new product market diffusion and countermeasures. One is the lack of practical examples and another is the lack of quantitative analysis for point-of-sale factors influencing new product market diffusion, which not only hinders the practical application of the already gained theoretical results, but also puts enterprises' new product market diffusion work in a relatively blind status in the aspect of point-of-sale management.
This thesis, based on the review and sum-up of previous research results, defines new product market diffusion and point-of-sale influencing factors, adopts the method to combine theoretical analysis and practical examples research, discusses the proposition of "enterprise expense support can stimulate the resultant point-of-sale force and boost new product diffusion" with sanitary product as an example. On the basis of practical examples research, it also put forward corresponding countermeasures to construct highly effective point-of-sale from several aspects such as point-of-sale promotion personnel management, advertising, product display and sales promotion.
目前，在影响新产品市场扩散终端因素研究上存在着两大不足，一是实际例证的缺乏；二是对影响新产品市场扩散的终端因素缺少定量的分析。这样既阻碍了理论成果的应用，同时也使企业的新产品市场扩散工作在终端管理上处于一种比较盲目的状态。
本文在回顾、总结前人研究成果的基础上，界定新产品市场扩散影响因素——终端的含义，采用理论分析和实证研究相结合的方法，以女性卫生用品新产品为例，论证了“企业费用支持是前提，终端合力是关键，能有效推进新产品市场扩散”这一命题。并在实证研究基础之上，从终端导购人员、终端促销、商品陈列、售点广告宣传等方面提出构建高效终端的相应对策。
During the market diffusion of new products, enterprises can manage the marketing process because new product diffusion is not only affected by external uncontrollable factors (economy, culture, competitors, customer actions and so on) but also restricted by enterprise marketing activities (personnel organization, advertising, promotion power, customer relations and so on). To research the point-of-sale factors influencing new product market diffusion and countermeasures is to eliminate obstacles of introduction period, speed up new product diffusion and maintain high increase of growth period in the process of new product market diffusion.
At present, there exist two major weaknesses in the research on point-of-sale factors influencing new product market diffusion and countermeasures. One is the lack of practical examples and another is the lack of quantitative analysis for point-of-sale factors influencing new product market diffusion, which not only hinders the practical application of the already gained theoretical results, but also puts enterprises' new product market diffusion work in a relatively blind status in the aspect of point-of-sale management.
This thesis, based on the review and sum-up of previous research results, defines new product market diffusion and point-of-sale influencing factors, adopts the method to combine theoretical analysis and practical examples research, discusses the proposition of "enterprise expense support can stimulate the resultant point-of-sale force and boost new product diffusion" with sanitary product as an example. On the basis of practical examples research, it also put forward corresponding countermeasures to construct highly effective point-of-sale from several aspects such as point-of-sale promotion personnel management, advertising, product display and sales promotion.
引文
[1] (美)菲利普·科特勒．市场营销管理(亚洲版)．中国人民大学出版社，1997．1．
[2] 郭国庆．市场营销管理——理论与模型．中国人民大学出版社，1995．3．
[3] 盛亚．新产品市场扩散过程的传播论．科技进步与对策，1999．6．
[4] (美)罗伯特．J．托马斯，沈志强等译．新产品开发．上海译文出版社，1998．5．
[5] 盛亚、吴健中．新产品市场扩散Bass模型族的研究．预测，1999．3．
[6] 盛亚、吴健中、张志强．新产品市场扩散模型研究．经营管理．1999．7
[7] 董景荣、杨秀苔．预测新产品市场扩散的状态空间方法研究．统计研究．2000．6
[8] 王莹、刘雄兵．新产品市场扩散过程中的市场检查及其模型研究．中国软科学．2000．4
[9] 娄世娣、张向东．新产品市场扩散的三大支点．销售与市场．2000．8
[10] 艾兴政、唐小我．广告媒介下两种产品竞争与扩散模型研究．管理工程学报．2000．3
[11] Martinez Eva&Polo Yolanda,"The Acceptance and Diffusion of New Consumer Durables: Differences Between First and Last AD",Journal of Consumer Marketing, 1998,Vol. 15 Issue 4,p323,20p
[12] Wright, Malcolm&Charlrtt,Don "New Product Diffusion Models in Marketing:An Assessment of Two Approaches", Marketing Bulletin,May95,Vol.6,p32,10p,3graphs
[13] Rogers E M. Diffusion ofinnovation.3rd ed, New York, 1983
[14] Gatignon H.Eliashberg J, Robertson T S. Modelling multinational diffusion patterns:an efficient methodology.Marketing Research, 1998, 8(3).
[15] Everett M. Rogers, "New Product Adoption and Diffusion", Ben M.Enis&Keith K.Cox Marketing Classics, 1991
[16] Dowling&Grahame R, "Behavior of Countries Using A New Product Growth Model", Behavioral Science, Oct90,Vol,35 Issue 4,p269,12p,3charts,8 graphs
[17] Den Butler and Christopher Van,"New Product Diffusion Acceleration: Measurement and Analysis", Marketing Science,Fall2000,Vol. 19 Issue 4,p366,15p,4 charts
[18] (美)迈克尔·波特．竞争战略．北京：中国财政经济出版社，1988．10
[19] 易余胤、盛昭瀚．新产品市场扩散的演化分析．预测．2003．2
[20] 盛亚．新产品市场扩散博弈论．科技进步与对策．2002．9
[21] 寿文霞．竞争对手的确定和分析系统结构．情报杂志．1998．11
[22] 庄贵军．波特模型—认识竞争对手的一般方法．企业改革与管理．1997．7
[23] 夏晓衍，产品生命周期不合理缩短的原因分析．商业研究．2003．3
[24] GEORGE·F·JELEN·OPSEC for the private sector, Competitive Intelligence Review, 1994;(10)
[25] Michael E·Porter, What is Strategy? Harvard Business Review, Nov—Dec,1996
[26] Jeuland AP, Dolan RJ,An aspect of new product planning:dynamic pricing.TIMS studies
in the Management Scince, 1982,(18): 1—21.
[27] 杨清山．新产品销售失败的十大原因．中国商贸．2002．(1)
[28] Pricie Hanna,Lynda Keny著，陈颖编译．新产品在消费品市场中的机遇．产业用品市场．第20卷第144期。
[29] A·P·Jeuland,R·J·Dolan:An Aspect of New Product Planning:Dynamic Pricing.TIMS Studies in the Management Science, 1982(18).
[30] 吴志刚．营销控制的影响因素及类型选择．市场研究．2003．8
[31] 李俊．如何让新产品更快地入市．营销管理．2003．11
[32] 刘璐、赵晓．浅谈新产品如何占领市场．市场研究．1997．9
[33] 陈学军．消费者心理特征对新产品购买的影响作用研究．商业研究．2003．4
[34] 胡树华、张浩．91家新产品成败的实证分析．科学与科学技术管理．1997．12
[35] 简明、张丽红．满意度测评结果分类分析．中国质量，2003，NO．7
[36] Williams J·R.How sustainable is your competitive advantage?[J] California Management Rev,1992,43(3).
[37] Michael G, Pecht,Patrick F, et al.Decreasing the time-to-market through virtual riskassessment and risk Mitigation[C].Proc 21st International Conference on Microelectronics(MIEL97), NIS,Yugoslavia, 1997,September, 1:14-17.
[38] Srikant D,Clark J, Sunder K, et al.New product development structures and time-to-market[J].Management Science, 1997,April,43(4).
[39] Kevin B.Hendricks,Vinod R.Delays in new product introductions and the market value of the firm:the consequences of being late to the market[J].Management Science, April1997, 43(4).
[40] Bass,F.A New Product Growth Model for Consumer Durables[J].Management Science, 1996,15:215-227.
[41] Boker, Fred,A Stochastic First Purchase Diffusion Model:A Counting Process Approach[J]. Journal of Marketing Research,1987,24:64-73.
[42] Kalish, Shlomo,A New Product Adoption Model with price,Advertising, andUncertainty[J].Management Science, 1985,31(12): 1569-1585.
[43] Kotler, Philip,Marketing Management—Analysis,Planning,Implementation,and Control, 9th ed[M] Prentice Hall International,Inc, 1997.
[44] Tanny S M,Derzko N A.Innovatiors and initators in innovation diffusion modeling. Journal of marketing, 1998,7.
[45] Sultan F, Faley,Ju,Lehmann D R.A meta-analysis of applications of diffusion models, Journal of Marketing Research,ⅩⅩⅩⅤ11(Feb, 1990).
[46] J．布莱恩著．消费者行为学[M]．中信出版社，1999。
[47] Alice M.Tybout.Consumer psychology[J].AnnualReviewotPsychology, 1994, 45: 131-169.
[48] 何足奇．分销渠道突围系列(四)——价值．中国营销传播网，2002．9。
[49] 陈军、王荣耀．终端营销实战手册．广东经济出版社，2003．6
[50] 齐斌、于斐．决胜在终端．浙江大学出版社，2003．10
[51] 尚阳．硬终端怎样管理．中国营销传播网，2002．9
[52] 尚阳．软终端怎样管理．中国营销传播网，2002．9
[53] 李政权．如何决胜终端(上)．中国营销传播网，2002．2
[54] 李政权．如何决胜终端(下)．中国营销传播网，2002．2
[55] 王荣耀．终端建设—市场运作新模式．销售与市场．2000年第一期
[56] 谢逢杰．终端促销的问题与对策．销售与市场．2003．12
[57] 尚阳．终端突围的基本法则．中国营销传播网，2003．8
[58] 赵强．如何做商场的NO．1．销售与市场．2004．3
[59] 徐嘉锴．终端的“底”在哪里．销售与市场．2004．4
[60] 封韬．夹缝中的陈列．销售与市场，2004．4
[61] 戴广忠、魏福利．企业的销售通路：从顶端市场走向终端市场。经济论坛，2002．6
[62] 胡旺盛．打赢终端，争夺阵地战．营销管理，2001．9
[63] 屈云波主编．营销高手实践丛书—促销实战策略．北京：中国商业出版社，1994
[64] 卢泰宏等编著．实效促销．广州：广东旅游出版社，2001
[65] 张冰．做活卖场．智囊，2002．11
[66] 刘亚南编著．导购代表手册．北京：企业管理出版社，2000
[2] 郭国庆．市场营销管理——理论与模型．中国人民大学出版社，1995．3．
[3] 盛亚．新产品市场扩散过程的传播论．科技进步与对策，1999．6．
[4] (美)罗伯特．J．托马斯，沈志强等译．新产品开发．上海译文出版社，1998．5．
[5] 盛亚、吴健中．新产品市场扩散Bass模型族的研究．预测，1999．3．
[6] 盛亚、吴健中、张志强．新产品市场扩散模型研究．经营管理．1999．7
[7] 董景荣、杨秀苔．预测新产品市场扩散的状态空间方法研究．统计研究．2000．6
[8] 王莹、刘雄兵．新产品市场扩散过程中的市场检查及其模型研究．中国软科学．2000．4
[9] 娄世娣、张向东．新产品市场扩散的三大支点．销售与市场．2000．8
[10] 艾兴政、唐小我．广告媒介下两种产品竞争与扩散模型研究．管理工程学报．2000．3
[11] Martinez Eva&Polo Yolanda,"The Acceptance and Diffusion of New Consumer Durables: Differences Between First and Last AD",Journal of Consumer Marketing, 1998,Vol. 15 Issue 4,p323,20p
[12] Wright, Malcolm&Charlrtt,Don "New Product Diffusion Models in Marketing:An Assessment of Two Approaches", Marketing Bulletin,May95,Vol.6,p32,10p,3graphs
[13] Rogers E M. Diffusion ofinnovation.3rd ed, New York, 1983
[14] Gatignon H.Eliashberg J, Robertson T S. Modelling multinational diffusion patterns:an efficient methodology.Marketing Research, 1998, 8(3).
[15] Everett M. Rogers, "New Product Adoption and Diffusion", Ben M.Enis&Keith K.Cox Marketing Classics, 1991
[16] Dowling&Grahame R, "Behavior of Countries Using A New Product Growth Model", Behavioral Science, Oct90,Vol,35 Issue 4,p269,12p,3charts,8 graphs
[17] Den Butler and Christopher Van,"New Product Diffusion Acceleration: Measurement and Analysis", Marketing Science,Fall2000,Vol. 19 Issue 4,p366,15p,4 charts
[18] (美)迈克尔·波特．竞争战略．北京：中国财政经济出版社，1988．10
[19] 易余胤、盛昭瀚．新产品市场扩散的演化分析．预测．2003．2
[20] 盛亚．新产品市场扩散博弈论．科技进步与对策．2002．9
[21] 寿文霞．竞争对手的确定和分析系统结构．情报杂志．1998．11
[22] 庄贵军．波特模型—认识竞争对手的一般方法．企业改革与管理．1997．7
[23] 夏晓衍，产品生命周期不合理缩短的原因分析．商业研究．2003．3
[24] GEORGE·F·JELEN·OPSEC for the private sector, Competitive Intelligence Review, 1994;(10)
[25] Michael E·Porter, What is Strategy? Harvard Business Review, Nov—Dec,1996
[26] Jeuland AP, Dolan RJ,An aspect of new product planning:dynamic pricing.TIMS studies
in the Management Scince, 1982,(18): 1—21.
[27] 杨清山．新产品销售失败的十大原因．中国商贸．2002．(1)
[28] Pricie Hanna,Lynda Keny著，陈颖编译．新产品在消费品市场中的机遇．产业用品市场．第20卷第144期。
[29] A·P·Jeuland,R·J·Dolan:An Aspect of New Product Planning:Dynamic Pricing.TIMS Studies in the Management Science, 1982(18).
[30] 吴志刚．营销控制的影响因素及类型选择．市场研究．2003．8
[31] 李俊．如何让新产品更快地入市．营销管理．2003．11
[32] 刘璐、赵晓．浅谈新产品如何占领市场．市场研究．1997．9
[33] 陈学军．消费者心理特征对新产品购买的影响作用研究．商业研究．2003．4
[34] 胡树华、张浩．91家新产品成败的实证分析．科学与科学技术管理．1997．12
[35] 简明、张丽红．满意度测评结果分类分析．中国质量，2003，NO．7
[36] Williams J·R.How sustainable is your competitive advantage?[J] California Management Rev,1992,43(3).
[37] Michael G, Pecht,Patrick F, et al.Decreasing the time-to-market through virtual riskassessment and risk Mitigation[C].Proc 21st International Conference on Microelectronics(MIEL97), NIS,Yugoslavia, 1997,September, 1:14-17.
[38] Srikant D,Clark J, Sunder K, et al.New product development structures and time-to-market[J].Management Science, 1997,April,43(4).
[39] Kevin B.Hendricks,Vinod R.Delays in new product introductions and the market value of the firm:the consequences of being late to the market[J].Management Science, April1997, 43(4).
[40] Bass,F.A New Product Growth Model for Consumer Durables[J].Management Science, 1996,15:215-227.
[41] Boker, Fred,A Stochastic First Purchase Diffusion Model:A Counting Process Approach[J]. Journal of Marketing Research,1987,24:64-73.
[42] Kalish, Shlomo,A New Product Adoption Model with price,Advertising, andUncertainty[J].Management Science, 1985,31(12): 1569-1585.
[43] Kotler, Philip,Marketing Management—Analysis,Planning,Implementation,and Control, 9th ed[M] Prentice Hall International,Inc, 1997.
[44] Tanny S M,Derzko N A.Innovatiors and initators in innovation diffusion modeling. Journal of marketing, 1998,7.
[45] Sultan F, Faley,Ju,Lehmann D R.A meta-analysis of applications of diffusion models, Journal of Marketing Research,ⅩⅩⅩⅤ11(Feb, 1990).
[46] J．布莱恩著．消费者行为学[M]．中信出版社，1999。
[47] Alice M.Tybout.Consumer psychology[J].AnnualReviewotPsychology, 1994, 45: 131-169.
[48] 何足奇．分销渠道突围系列(四)——价值．中国营销传播网，2002．9。
[49] 陈军、王荣耀．终端营销实战手册．广东经济出版社，2003．6
[50] 齐斌、于斐．决胜在终端．浙江大学出版社，2003．10
[51] 尚阳．硬终端怎样管理．中国营销传播网，2002．9
[52] 尚阳．软终端怎样管理．中国营销传播网，2002．9
[53] 李政权．如何决胜终端(上)．中国营销传播网，2002．2
[54] 李政权．如何决胜终端(下)．中国营销传播网，2002．2
[55] 王荣耀．终端建设—市场运作新模式．销售与市场．2000年第一期
[56] 谢逢杰．终端促销的问题与对策．销售与市场．2003．12
[57] 尚阳．终端突围的基本法则．中国营销传播网，2003．8
[58] 赵强．如何做商场的NO．1．销售与市场．2004．3
[59] 徐嘉锴．终端的“底”在哪里．销售与市场．2004．4
[60] 封韬．夹缝中的陈列．销售与市场，2004．4
[61] 戴广忠、魏福利．企业的销售通路：从顶端市场走向终端市场。经济论坛，2002．6
[62] 胡旺盛．打赢终端，争夺阵地战．营销管理，2001．9
[63] 屈云波主编．营销高手实践丛书—促销实战策略．北京：中国商业出版社，1994
[64] 卢泰宏等编著．实效促销．广州：广东旅游出版社，2001
[65] 张冰．做活卖场．智囊，2002．11
[66] 刘亚南编著．导购代表手册．北京：企业管理出版社，2000