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題名 | A Study on Marketing Research and Management for New Product Development=新產品開發過程中市場研究與市場管理活動之探討 |
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作者 | 葉晉利; | 書刊名 | 華梵學報 |
卷期 | 2:1 1994.07[民83.07] |
頁次 | 頁83-89 |
分類號 | 496.3 |
關鍵詞 | 市場研究; 市場管理; 產品設計; 產品開發; Marketing research; Marketing mangement; Product design; Product development; |
語文 | 英文(English) |
中文摘要 | 市場活動為新產品開發過程中不可或缺的一環,市場活動包含市場研究和市場管 理,市場研究的目的在了解市場之確實動態,以發現市場機會,進行產品滲透,最後達到分 享市場之目的。市場研究之功能在藉由市場調查和分析獲得結論性的市場資訊以作為市場決 策及產品開發與設計之參考依據。市場研究之後各項市場管理活動接著推展,其包含市場策 略與產品策略之擬定及進行產品企劃、市場推廣、產品促銷和銷售管理。本文之要旨在針對 產品開發與設計之需求,討論市場研究與市場管理活動中之管理要項,以作為產品開發與設 計之決策基礎。 |
英文摘要 | Marketing is the indispensable activity in a new product development programme. The marketing activity consists of marketing research and marketing management. The aim of marketing research is to realize the accurate marketing situations, to find out the opportunities for product penetration, and finally to reach the goal of sharing marketing. The function of marketing research is to gain conclusive information through marketing survey and analysis for using in the marketing decision-making. Following marketing research, a series of marketing management actions will be carried out. These are from the formulation of marketing strategy, product strategy and marketing planning, the implementation and control of marketing programme to product promotion, and sales management. In this text the substances of the key stages of marketing research and marketing management for the needs of product design & development will be discussed and described in order of priority of being carried out. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。