定义新产品策略外文文献翻译
推销新产品英文范文
推销新产品英文范文想要推销自己的新产品，可以时不时给客户发一下产品，用英文来推荐客户使用。
下面是店铺给大家整理的推销新产品英文范文，供大家参阅!推销新产品英文范文篇1dear xxxsorry to disturb youi come from xx trade companymy company mainly operates on stationery and furntiture and techinical product and so onfor more detailsyou can contact me as following cell phone010-xxxxxxi am looking farward to your next emailthanksregardsxxxx推销新产品英文范文篇2dear sir,greetings of the day.i am very glad to inform you that we have some new model, attached spec for your ref.we believe that you will find some attractive model, once you have had time to study the spec, please let us know if you would like to take the matter further. we would be very happy to send samples to you for close inspection.we will keep you informed on our progress and look forward to hearing from you.sincerely,rita推销新产品英文范文篇3dear xxxthis is *** from *** co., ltd. of china writting to you, hope this mail finds you in your best time.thank you for taking a few minutes to read about our new product recommendation. we believe our ****** (产品名)can provide excellent benefits to your company.our ****** (产品名)is specially designed for the people whom with little or no art experience can still create their own materpieces themself! (一句话概括新产品是什么) products features(简要列出产品特点):* brand new and creative concept for diy crafts;* easy to handle, amazing decor effects & exciting user experience;* great gifts for christmas, birthday and valentine's day, annive rsaries……* multi-propose available:scratchboard art could also be used as a clock and photo frame...… * affordable high quality and museum class scratchboard , no toxic and environmentally friendly;once again i thank you for taking the time to consider our new product and i look forward to hearing from you soon.dear sir/madamthis is mr. huang chengqi (joshua) from ningbo xinhai bearing factory of china writing to you, hope this email finds you in your best time. and thank you for taking a few minutes to read about our factory product recommendation. we believe our bearings can provide excellent benefits to your company.i look forward to hearing from you soon.推销新产品英文范文篇4Please look at the brilliantly attracting mobile phone in front of you. This is the latest product of the NOKIA. I'm sure that you are absolutely amused by its perfect appearance, such as the silver-white metal shell, properly colored keyboard, the crystal screen, etc. Of course, it's not persuasive to just judge it from the outside. There's no need to mention the ordinary functions as a mobile, so let me show you the unique and significant functions belonging to it. First, it has the google authorized GPS software, which can bring you a quite clear way when you step out in the open air. Second, the mobile phone can connect to the newly developed 3G net. This can provide you with a series of services such as watching videos, listening to music, delivering pictures and so on. At last, the most essential, it's not expensive in comparison with its fellow products. So if you are considering to buy a new mobile phone and wondering which one to choose, I think this kind is an excellent choice.推销新产品英文范文篇5Gentlemen：Last year we achieved a 25% increase in the sales of our businessmen”s suits.we b elieved that this happy state of affairs can be attributed to two causes.First，we managed to avoid passing on any part of our increased manufacturing costs.Second，we believe ours are products of the finest materials and the highest techniques and are second to none in design and reliability. And so we are happy to be able to tell you that our new season”s suits are，if anything，more attractive than last year”s and our prices will compare very favorably with those of any of our competitors.We believe that you will agree that our samples prove the truth of our claims. We look forward to aneven larger order than the one you favored with last year.Yours truly，中文对照敬启者：我公司的男装销售额去年增加25%，我们认为这有两种原因。
英文文献与翻译：产品生命周期理论
外文翻译：产品生命周期理论原文来源：Raymond V ernon..《International investment and international trade in the product cycle》译文正文：产品生命周期（product life cycle），简称PLC，是产品的市场寿命，即一种新产品从开始进入市场到被市场淘汰的整个过程。
费农认为：产品生命是指市上的的营销生命，产中和人的生命一样，要经历形成、成长、成熟、衰退这样的周期。
就产品而言，也就是要经历一个开发、引进、成长、成熟、衰退的阶段。
而这个周期在不同的技术水平的国家里，发生的时间和过程是不一样的，期间存在一个较大的差距和时差，正是这一时差，表现为不同国家在技术上的差距，它反映了同一产品在不同国家市场上的竞争地位的差异，从而决定了国际贸易和国际投资的变化。
为了便于区分，费农把这些国家依次分成创新国（一般为最发达国家）、一般发达国家、发展中国家。
典型的产品生命周期一般可以分成四个阶段，即介绍期（或引入期）、成长期、成熟期和衰退期。
就像是人类，产品也有它自己的生命周期，从出生到死亡经过各种阶段。
新产品投入市场，便进入了介绍期。
此时产品品种少，顾客对产品还不了解，除少数追求新奇的顾客外，几乎无人实际购买该产品。
生产者为了扩大销路，不得不投入大量的促销费用，对产品进行宣传推广。
该阶段由于生产技术方面的限制，产品生产批量小，制造成本高，广告费用大，产品销售价格偏高，销售量极为有限，企业通常不能获利，反而可能亏损。
当产品进入引入期，销售取得成功之后，便进入了成长期。
成长期是指产品通过试销效果良好，购买者逐渐接受该产品，产品在市场上站住脚并且打开了销路。
这是需求增长阶段，需求量和销售额迅速上升。
生产成本大幅度下降，利润迅速增长。
与此同时，竞争者看到有利可图，将纷纷进入市场参与竞争，使同类产品供给量增加，价格随之下属，企业利润增长速度逐步减慢，最后达到生命周期利润的最高点。
英文文献和翻译品牌战略
外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。
它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。
营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。
这可能会增加决策与竞争产品相比更有利的销售。
它也可能使制造商收取更多的产品。
品牌的价值是取决于它的利润总额为制造商产生。
这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。
这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。
在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。
由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。
麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。
两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。
管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。
品牌管理原则一个好的品牌名称应：·受商标法保护。
·朗朗上口。
·容易被记住。
·容易被识别。
·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。
·引出产品的优点（如：易关）·提升公司或产品形象。
市场营销策略外文文献及翻译
市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
新产品设计与开发程序（中英文）
新产品设计与开发程序（中英文）新产品设计与开发程序New Product Design & Development Procedure（ISO9001：2015）1. Purpose目的:Define a clear procedure for New Products Design and Development给新产品设计和开发定义明确的程序2. Scope范围Apply to all the products that STARRY develop and manufacture适用于所有本公司开发和生产的产品3. Reference Document参考文件3.1. Quality Manual质量手册3.2. ECN procedure工程变更通知程序3.3. BOM Creation procedure BOM制做程序4. Definition定义4.1. BOM –Bill of Material 物料清单4.2. ECN –Engineering Change Notice工程变更通知4.3. NPI –New Product Introduction新产品介绍会4.4. PR –Purchasing Requisition采购申请单5. Responsibility职责5.1. D&D manager开发部经理:5.1.1. Appoint product developer review and validate the projects.指定产品开发员进行项目评审及确认5.1.2. Review the design requirement, product specification and approve the design output.设计需求与产品规格评估及批准设计输出。
5.2. Product developer产品开发员:5.2.1. Prepare project plan and follow制定项目计划并跟进5.2.2. Prepare the design output完成设计输出5.2.3. Prepare all the project documents制定项目文件5.2.4. Coordinate NPI meeting组织NPI会议5.3. Sourcing采购开发:5.3.1. Find new supplier and material for the new products寻找新供应商和新产品物料5.4. Sample room Supervisor板房主管:5.4.1. Sample room management管理板房5.4.2. Technical orientation to sample development样品开发技术指导5.5. Pattern maker纸格师傅:5.5.1. Prepare new patterns制作纸格5.6. Graphic designer绘图员:5.6.1. Prepare new graphic according to the design input根据设计输入制作图稿5.6. Sample Room板房:5.6.1. Prepare new samples according to the product developer inputs.根据产品开发员需求制作新样品6. General procedure一般程序6.1. Design and development plan 设计和开发计划6.1.1. Customer or Designer T eam of D&D Dept. creates new project brief客户或设计开发部设计师制做新项目介绍.6.1.2. D&D manager shall review the received design requirements.开发经理评审设计要求6.1.3. D&D manager and appointed Product Developer makeProject Plan开发经理和项目产品开发员制做新《项目计划》6.2. Design and development inputs设计和开发输入6.2.1. Design and development inputs shall include (but not limited to) the requirements as following items: 设计和开发输入应包括(但不仅限于)以下要求:A. Brief, Drawing, Picture项目介绍，图纸，图片B. Material requirements and testing物料和相关测试要求C. Other related documents;其它相关文件6.2.2. All design and development inputs shall be reviewed by the D&D Manager and the Project Developer, communicate with the customer by Email, review the final information and confirm to move forward.所有设计和开发输入需由开发经理和产品开发员评审,通过邮件与客户沟通，评审最终资料并确认进行开发6.3. Design and development outputs设计和开发输出The design outputs include (but not limit to) material card, molds, graphics, patterns,samples, BOM. The detail working process as following:设计和开发输入应包括(但不仅限于)物料卡, 模具, 图稿, 纸格, 样品, BOM. 详细工作顺序如下:6.3.1. D&D manager and Product Developer review and confirm what materials and molds should be ordered 开发经理和产品开发员评审并确认需采购的材料和模具.6.3.2. Product Developer issue materials chemical and other legal requirements through Sourcing Department to supplier 产品开发员通过采购开发部通知供应商物料的化学和其它法规要求6.3.3. Product Developer issue Purchasing Requisition Form to Sourcing Department for sample materials 产品开发员填写《采购申请单》给采购开发部采购物料6.3.4. Graphic Designer prepare graphic works 绘图员制做图稿6.3.5. D&D manager and Product Developer review and approve graphic works, Graphic Designer instruct supplier to produce all the graphics works and molds开发经理和产品开发员评审并确认图稿后，绘图员通知供应商进行装饰物和模具的制做6.3.6. Product Developer prepare 4 set of sample material cards 产品开发员准备四份样品物料卡6.3.6. Product Developer issue Sample Request Form to the Sample Room产品开发员填写《样板制作单》并发给板房6.3.7. Pattern Maker prepare pattern 纸格师傅制做纸格6.3.9. Sample Room produce prototype (prototype only suitable for new sample). 板房制做试板（初板只适用于新结构样板）6.3.10. D&D manager and Product Developer review prototype, and if necessary, improving modification shall be carried out.开发经理和产品开发员评审试板，并在需要时修改试板6.3.11. After the prototype is accepted, Sample Room produces final samples试板确认后，板房制做确认板6.3.12. Make BOM according to BOM Creation Procedure根据《BOM制做程序》制做BOM6.4. Design and Development review 设计与开发的评审See 6.2.2 / 6.3.5 / 6.3.10 请看6.2.2 / 6.3.5 / 6.3.106.5. Design and Development verification: 设计和开发的验证Finished samples shall be verified by the product developer according to design inputs, and record in Design and Development Verification Report.确认板需由产品开发员根据设计输入要求进行验证，并记录在《设计开发验证报告》6.6. Product developer issues a development Debit Note request for all invested molds产品开发员填写开发请款单并发给客户请款6.6. Design and Development validation设计和开发的确认6.6.1. Product Developer gets final sample validation from customer. 产品开发员从客户得到样品最终确认。
品牌营销策略中英文对照外文翻译文献
品牌营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)翻译:品牌消费把品牌看作产品的一个重要组成部分，品牌可以增加产品的价值。
例如大多数消费者会认为一瓶鸦片香水是高品质，价格昂贵的产品。
但是同样样的香水放在不知名的瓶子中可能会被视为质量较低，即使香味是相同的。
品牌已成为产品战略的一个核心问题。
一方面，发展品牌产品，需要一个大量的长期的营销投资，尤其是对广告，促销和包装。
制造商往往会发现自己仅仅做产品更容易，更便宜，而让别人做品牌建设。
例如，台湾厂商已采取这种方法。
他们做出了大量世界服装，电子消费和电脑，但是这些产品却不采用台湾的品牌名称进行销售。
另一方面，多数厂家最终了解到公司的核心竞争了在于掌握品牌。
例如，名牌服装，电子和计算机公司可以用马来西亚和其他地方的便宜资源可以取代台湾制造厂家。
台湾生产者对于更廉价的供应商而导致的销售额减少无能为力- 消费者忠诚的是品牌，而不是生产者。
然而，过去日本和韩国企业，没有犯这样的错误。
他们花巨资为他们的产品建立，如索尼，松下，JVC，现代，金星和三星这些品牌。
即使这些公司没有能力在自己的本土上制造他们的产品，他们的品牌名称继续指挥顾客的忠诚度。
强大的品牌拥有消费者的专营权–那就是，他们能够指挥消费者的忠诚度。
这意味着大量的客户需要这些品牌和拒绝替代品，即使这些替代品以某种低价供应。
那些具有较强消费专营品牌的公司能够抵抗竞争对手的促销策略。
因此，它使供应商投入巨资建立强大的国内甚至全球的认同和偏好的品牌变得有意义。
什么使品牌？也许，专业营销人员最突出的技能是他们创建，维护，保护，巩固和提升品牌的能力。
品牌是一种名称，术语，标志，符号，设计或它们的组合，这是用来确定某种商品或服务的卖家，把他们从竞争对手中区别开来。
因此，一个品牌标识产品的制造商或供应商。
例如可乐- 任何制造商可以生产可乐，但只有可口可乐公司生产可口可乐。
品牌是不是一个新现象。
在过去的一百年中，它的使用已有了相当大的发展。
给国外客人推荐新产品英语作文
给国外客人推荐新产品英语作文英文回答：Dear [Name],。
I hope this email finds you well. I'm writing to you today to share some exciting news about our latest product release, the [Product Name].We've been working hard on developing this product for the past few months, and we're confident that it's a game-changer. The [Product Name] is a [Brief description of product].We're confident that the [Product Name] will be a valuable addition to your [Product category]. Here are just a few of the benefits you can expect from using it:[Benefit 1][Benefit 2][Benefit 3]We're offering a special introductory price on the [Product Name] for a limited time. To take advantage ofthis offer, simply visit our website at [Website address] and use the code [Discount code] at checkout.We're excited to see how you use the [Product Name] to improve your [Product category]. If you have any questions, please don't hesitate to contact us.Sincerely,。
服装网络营销的产品策略研究外文文献翻译最新译文
文献出处:Bindley C. The research of product strategy in clothing network marketing [J]. Industrial Marketing Management, 2016, 1(3): 45-55.原文The research of product strategy in clothing network marketingBindley CAbstractAs a new media, the Internet provides efficient, fast, and highly personalized interactive information communication tools, the traditional product marketing strategy content into a physical product strategy, service strategy and strategy of information products of the trinity of product strategy.Key words: network marketing, product strategy, clothing1 The physical product strategy1.1 Personalized productsWith the development of the era, growing consumer demand presents the characteristics of "personalized", the pursuit of extraordinary become the mainstream in the development of consumer psychology. As consumers demand degree of differentiation, the market should also be further refined, the Internet can effectively solve the "economic rationality" of the contradiction between the consideration and market segmentation. Due to consumers and manufacturers of direct talks, personalized needs of consumers will be fully appreciated. Companies are in no hurry to formulate product strategy, and to study the needs of the consumers as the center, according to the specific requirements of different customers for products and services, to carry out the custom marketing in order to meet different needs. Manufacturers often use the Internet bulletin board or E-mail and consumers are discussed, according to the different needs of customers, design products that meet the consumer individual character characteristic. As a famous American Levi's clothing company is using the Internet tailor-made jeans. Consumers through the company's web site to provide detailed size and choose design and color, the company is made for the separate and sent to the hands.1.2 The product brandSet up product brand there are two main function, one is the enterprise product brand is equal to the electronic trademark registered a specification, can effectively protect the enterprise publicimage and intangible assets, prevent legal disputes. Second is the enterprise to use its own creation online brand can let consumer in the world of a network of the vagaries of relate a product and the enterprise, make the brand thorough popular feeling, so that when consumer is choosing goods for this product to produce a preference. Once the brand is successful, then, the enterprise selling is not only the actual product, and the company's brand and reputation.1.3 Shorten the product life cycleThe speeding up of the network information transmission speed, online information openness makes pressure product development innovation, shorten the production cycle. But as a result of enterprise production design department can achieve global networking, enterprises can take advantage of the network television telephone tools such as collaboration with other companies to jointly develop new products, to reduce the complexity of the enterprise itself to develop new products and innovation risk, to reduce the development cost and cost of enterprise, enhance the enterprise the competitive ability and flexibility. Enterprises can also quickly through the Internet to build and change the product project, and use the Internet for virtual product project promotion, with high speed, low cost of product project and marketing research and improvement, and make the enterprise product design, production, sales and services, and other marketing link can share information and communicate with each other, to meet the needs of the consumers from various aspects, product development to maximize customer satisfaction.1.4 Clothing material products strategyClothing popular characteristics have obvious periodicity, generally including the gestation period, development period, height, and recession. Clothing network marketing should be according to the fashion in different periods.2 The service product strategyWith the development of the market and the competition, consumers are becoming more and pickier. The Internet is an information spread fast media, any complain about the product, will bring serious consequences on the Internet. Therefore, the competition between enterprises has been extending from physical products to services. Both pre-sales and after-sales service, has become increasingly important, can provide customers with satisfactory and perfect online customer support services often become the key enterprises. The network marketing has the superiority in terms of support. Through the Internet, global consumers can contact andcommunication, with the enterprise customers can directly to the corporate advisory questions about the products and services, at the same time, enterprises can use technology to consumers, such as words, pictures and video display content of products and services, consumer advisory interpretation, reply, make clear the pre-sale and after-sale service in a timely manner.3 Information product strategiesInformation assets mainly refer to the intangible assets such as brand and mind share. A large number of surplus in the network economy, information to the customer the feeling of uncertain, and the choice of brand is the customers an effective way to get rid of the noise risk. Because the customer believes that brand is the manufacturer in order to make consumers believe that their products and services and to invest a large amount of produce, and the enduring brand is a self-discipline over a long period of time the quality of the products and services as a result, so choose the famous brand, product and service choice is secured. Mind share is also an important part of information assets, for the enterprise, it is a kind of intangible assets can be cashed at any time, is a potential market, because is a forecast for consumer spending, is one way to hedge their exposure to noise. Therefore, the network marketing should not only pay attention to product and service quality, also must pay attention to the accumulation of information assets. Traditional marketing in order to stimulate demand, often use the way such as to create a shopping environment influence consumers' purchasing psychology, and online sales of consumers shopping is relatively rational, great fanfare for the impact is not big. Introduce goods should give priority to with informative information, and to increase the new information. Provide information products and services, to accumulate information assets mainly from several under several aspects:3.1 Product informationOnline product information is the main characteristic of the network marketing. Information to help customers make better buying decisions, if the proper way to release information about products and upgrade, so close to the network consumers buy more often, and more expensive products. Therefore, the enterprise should take advantage of abundant information service to improve the sales of our products. Network across different space-time and seasonal, can make the enterprise on the Internet at the same time convey each season, each period of the clothing information, make the product information dissemination reached unprecedented rich and large capacity, so as to provide more opportunities for the enterprise.3.2 The service informationAlthough the purpose of the site is sell goods, but the site can't just simple arrangement of goods. In network marketing, the product should also include the overall concept of product related information, which at the same time of promotional products to potential consumers, still should introduce knowledge related to the product. Site, therefore, in addition to provide related products, shall also have the product related information. Enterprises should attach importance to the website content, through interactive consultation, according to customer requirements, automatically and timely use of network to provide professional knowledge about products, to increase product value and improve the corporate image.3.3 price informationAs a result of the online information is open and easy to search more, so the price of online information plays an important role for consumers to buy. Research shows that consumers choose online shopping, on the one hand, because the network shopping is more convenient; Because the other side can obtain more product information from the Internet, so that they can in the most favorable price to buy the goods. Therefore, the enterprise can explain to consumers with price system, and provide information about product pricing, providing the basis of the pricing for the consumer, such as product cost of raw material, production, processing technology, such as cost of sales, reply the consumer inquiries, to better communicate with consumers, make consumers agree with product prices. These undoubtedly can more effectively improve the consumer satisfaction. Clothing enterprise still can use online real-time price query function, the open market prices of related products, and objectively and accurately provide different manufacturers or stores the price of similar goods or related the price of substitute, facilitate consumer goods than many, and makea rational judgment, prompt consumers make buying decisions.3.4 Enterprise informationUnlike traditional marketing, network marketing can shape the corporate image of the information service. Due to the technology level of audio and video on the Internet tools still than television and the advancement of the semiconductor, and mainly is to use language to convey information on the Internet, the use of information to create enterprise or product image, achieve the goal of network marketing. But the senior link function of the Internet makes it has obvious advantages in this aspect, in addition to the products and related services information, also cancreate an open database of enterprise, is used to illustrate the history and development of the enterprise reform, the management idea, the development strategy, enterprise culture, quality assurance measures all help consumers understand the information of enterprises, make consumers can easily contact on the Internet, understand the enterprise, in order to increase consumer cognition and confidence of the company. Another important part of enterprise information is point-of-sale information. Consumers just because many cases on the Internet looking for information about the clothing products, and do not plan to buy clothes on the net, so the enterprise will be posted on the website, sales network according to network information to consumers choose nearby.译文服装网络营销的产品策略研究Bindley C摘要作为一种新型媒体，因特网提供了高效、快速和高度个性化的交互式信息通讯工具，使传统的产品营销策略内容转化为实物产品策略、服务产品策略和信息产品策略三位一体的产品策略。
品牌策略外文翻译
外文文献翻译Nike, lining, for everyone, is a familiar sports brand. In the United States, have high amounted to 70% Teen Dream is to have a pair of Nike shoes. Lining is the China sporting goods industry leader. In this paper we will from Nike, Nike lining lining the development the core value to discuss the lining and Nike in the cultural difference.We then aiming at the Nike lining the politics, economy, culture, technology and other aspects of the macroscopic environment analysis. In the brand positioning, Nike and lining are only used a self-expression positioning, Nike 's slogan is" Just do it", lining was replaced with a new slogan" Make the Change ( make change happen )" replaced the original" Anything is possible ( everything is possible. )".There is also the opportunity to develop products such as sport wear, sunglasses and jewellery. Such high value items do tend to have associated with them, high profits. The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods. For example, emerging markets such as China and India have a new richer generation of consumers. There are also global marketing events that can be utilised to support the brand such as the World Cup (soccer) and The Olympics.Product development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However, like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out i.e. consumers need to replace shoes.Lining, Nike is take self-expression way of positioning, can exhibit the unique brand image, promote a unique personality, so that the brand has become the expression of consumer personal values, self expression of a carrier and media. Lining and Nike target customers are young people, is a similar consumer groups. But they all have their own one is from the United States foreign brands, is a domestic national brand is they can be successful, because they are used for their own variouspositioning and marketing strategies.The market for sports shoes and garments is very competitive. The model developed by Phil Knight in his Stamford Business School days (high value branded product manufactured at a low cost) is now commonly used and to an extent is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share.As discussed above in weaknesses, the retail sector is becoming price competitive. This ultimately means that consumers are shopping around for a better deal. So if one store charges a price for a pair of sports shoes, the consumer could go to the store along the street to compare prices for the exactly the same item, and buy the cheaper of the two. Such consumer price sensitivity is a potential external threat to Nike.If you have a body, you are an athlete - Bill Bowerman said this a couple of decades ago. The guy was right. It defines how he viewed the world, and it defines how Nike pursues its destiny. Ours is a language of sports, a universally understood lexicon of passion and competition. A lot has happened at Nike in the 30 years More ……So we discussed below lining Nike market positioning and their respective market differentiation strategy. It is because they each find themselves in the market are in the best position and strategy, it is the two brand to become the leader of the important reasons.李宁、耐克都是采取自我表现的定位方式，可以展示品牌的独特形象，宣扬独特个性，让品牌成为消费者表达个人价值观、表现自我的一种载体和媒介。
对研究新产品的建议英语作文
对研究新产品的建议英语作文英文回答：Researching New Products: A Comprehensive Guide.Introduction.In today's fiercely competitive market, businesses cannot afford to rest on their laurels. Continuously introducing new products is essential for driving growth, staying ahead of the competition, and meeting the evolving needs of customers. However, launching a new product successfully is no mean feat. Extensive market research is imperative to minimize risk, maximize return on investment (ROI), and ensure alignment with customer demands.Steps Involved in Researching New Products.1. Define the Target Market.Identify the specific group of customers who are most likely to be interested in the new product. Consider their demographics, psychographics, and buying behaviors.2. Conduct Market Research.Conduct both primary and secondary research to gather information about the target market and the competitive landscape. Primary research involves surveys, focus groups, and interviews, while secondary research involves analyzing existing data and industry reports.3. Identify Customer Needs and Wants.Understand the unmet needs and desires of the target market. This can be achieved through qualitative research methods such as customer interviews and focus groups.4. Brainstorm and Develop Product Ideas.Generate a pool of potential product ideas that address the identified customer needs. Use creativity andinnovation to come up with ideas that differentiate your product from the competition.5. Conduct Concept Testing.Test the most promising product ideas with potential customers to assess their appeal and potential for success. Gather feedback on product features, benefits, and pricing.6. Develop and Refine the Product.Based on the results of concept testing, refine the product design, features, and benefits. Create prototypes for further testing and validation.7. Test the Product in a Real-World Setting.Launch the product on a limited scale to gather real-world feedback. Monitor performance, customer satisfaction, and sales trends.8. Launch the Product Nationally.If the pilot test is successful, launch the product nationally with a comprehensive marketing and sales strategy.Benefits of Market Research.Thorough market research provides numerous benefits for businesses, including:Reduced risk of product failure.Increased customer satisfaction.Enhanced product-market fit.Improved ROI.Better alignment with customer demands.Identification of new market opportunities.Conclusion.Researching new products is a critical step in the product development process. By conducting comprehensive market research, businesses can gain valuable insights into their target market, identify customer needs, and develop innovative products that meet those needs. This leads to reduced risk, increased customer satisfaction, and enhanced ROI, ultimately contributing to business growth and success.中文回答：研究新产品，全面指南。
某汽车产品策略及品牌管理英文
某汽车产品策略及品牌管理英文1. IntroductionIn this document, we will discuss the product strategy and brand management of a specific automobile company. We will analyze the various aspects of their product strategy and how they manage their brand to ensure their success in the competitive automotive industry.2. Product StrategyThe product strategy of this automobile company focuses on offering a diverse range of vehicles that cater to different customer segments. They have a portfolio that includes sedans, SUVs, trucks, and electric vehicles.2.1 Product PortfolioThe company ensures that their product portfolio is well-balanced, covering both popular models and niche vehicles. They continuously conduct market research to identify emergingtrends and customer preferences. This allows them to introduce new models or update existing ones to stay competitive.2.2 Product DevelopmentThe company invests heavily in research and development to bring innovative features and technologies to their vehicles. They collaborate with various technology partners and suppliers to leverage advancements in areas such as autonomous driving, connectivity, and alternative fuel sources.2.3 Pricing and PositioningThe pricing and positioning of their products are carefully strategized to attract target customers while generating profitability for the company. They offer different trim levels and options to cater to various budget ranges and customer preferences.3. Brand ManagementBrand management plays a crucial role in establishing a strong market presence and customer loyalty. This automobile companyfocuses on building and mntning a reputable brand through various strategies.3.1 Brand IdentityThe company has a well-defined brand identity that represents its values, mission, and vision. They have a distinct logo, slogan, and brand colors that are used consistently across all marketing and communication channels. This helps in creating brand recognition and differentiation in the market.3.2 Marketing and AdvertisingThe company invests in extensive marketing and advertising efforts to promote its brand and products. They employ various channels such as TV commercials, print advertisements, online advertising, and social media campgns to reach a wide audience. They also collaborate with celebrities and influencers to enhance brand visibility and credibility.3.3 Customer ExperienceProviding an exceptional customer experience is a core focus for this automobile company. They ensure that their dealerships provide a comfortable and welcoming environment for customers. They also offer various services such as after-sales support, warranty programs, and mntenance packages to enhance the overall ownership experience.3.4 Corporate Social ResponsibilityThe company actively engages in corporate social responsibility initiatives to contribute to the communities they operate in. They support various social causes, environmental conservation efforts, and sponsor sports and cultural events. These initiatives help in building a positive brand image and attracting socially conscious consumers.4. ConclusionIn conclusion, the product strategy and brand management of this automobile company havecontributed to their success in the competitive automotive industry. Their focus on product diversity, innovation, pricing, and positioning has allowed them to capture a significant market share. Their brand management efforts in establishing a strong brand identity, marketing, customer experience, and corporate social responsibility have helped them build a loyal customer base.。
新产品开发专业英语翻译
New Product Development新产品开发1.Introduction产品战略、精心计划的投资组合、便利的明确客户的需求的组织结构、明确的产品理念以及项目计划的整合失败可能会严重阻碍新产品的开发。
很多企业在制定产品策略时，通常选择新的产品概念，并计划新产品开发项目。
然而，当被问及产品创新的最大弱点是什么时，这些公司的管理者指出是模糊的前端。
他们描述了一些常见的前端的故障征兆：1.新产品因为不“符合公司的发展战略”在中途突然被取消。
2.因为关键的人员“太忙”，没有时间花费给“重中之重”的新产品计划项目，导致这些项目的执行受到影响。
3.新产品因为产品概念目标不断的变化，导致新产品经常推出的比公布时间晚。
自从1983年唐纳德•舍恩把产品开发描述为“游戏”后，时代已经开始变了。
在“游戏”中，总经理把他们自己和产品开发固有的不确定因素保持距离…技术人员保护自己以免承担企业的损失。
自那时起，新产品的开发已经成为一个核心的业务活动，这个活动需要与经营战略密切相关同时该过程也必须通过分析和决策。
现在，一般的管理者不能与产品开发的不确定性保持距离，技术人员也不能保护自己免承担企业的责任或义务。
随着能力增强的并行工程、快速原型和与供应商的和谐伙伴关系对产品设计和开发时间的缩短，（产品开发）管理的注意力已经转向交叉职能性的、前期策略性的、概念性和规划性的活动。
这些活动通常在新产品的详细设计和开发之前（展开）。
在这里，新产品理念获得形状，论证，计划以及支持他们的认同通向后续的执行。
然而，尽管对前端重要性的认可非常广泛，但旨在提高其效力的有限的系统检查还是一直存在。
2.What is the “front-end”? 什么是“前端”？先前的研究一直专注于新产品开发的成功因素（NPD）。
虽然许多上述因素涉及到设计的执行与项目管理问题，有些还涉及到前端。
与罗伯茨的模型一样，我们分类确定了与前端相关的先前研究的基础和项目具体内容的两个方面的成功因素。
经典网络营销外文文献翻译汇编(顾客满意营销策略;消费者行为研究;网络团购营销策略研究;可持续发展)
经典网络营销外文文献翻译汇编目录（一）原文Marketing Customer SatisfactionSince the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means.First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weaponWith the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy, fun, etc., consumers are increasingly concerned about the product whether for their own life energy, enrich, comfort, beauty and spiritual quality, and exceed consumer expectations in the pre-sale, sale, after-sales service and advice. In other words, people today are looking for is a "psychological satisfaction and a sense of fulfillment," the commodity, high value added goods and services, the pursuit of values and sense of diversity, individuality, and the intangible satisfaction of the time has come .And consumers adapt to changes in the value of the pursuit of competition between enterprises, but also from product competition, price competition, technological competition, advertising competition, brand image development of competition to the current competition, credit competition, cultural competition and service competition, competition that customer satisfaction . This competition is the enterprise wide angle, wide-field space-time within the context of high-level, reflect the overall strength of the competition. It includes organizational innovation, technological innovation, management innovation, industry foresight, R & D force, employee engagement, customer service ability, customer affinity, peer recognition ability, community contributions to force, public relations and dissemination of communication skills, corporate culture drive, environmental adaptation, and so forth. These integrated image of the force and the synthesis of integrated sustainable competitiveness, which is CS strategy to solve the problem. CS times, companies no longer "own the center," but to "customer-centric"; "customer", "customer satisfaction" is no longer a mere formality of the slogan, but real action to basis of a new business philosophy of. Enterprises no longer quality standards, their satisfaction with the management idea, but in customer satisfaction, gain customer loyalty for the business philosophy of high. The focus is no longer business strategy to gain or maintain market share, mainly, but as for customer satisfaction for the business philosophy. Therefore, the marketing strategy of competitors who focus not on but on clients, on the customers actual and potential needs. When the company provides products and services to the customer's prior expectations, customers will be basically satisfied; if far exceed customer expectations, and far higher than other colleagues, customers really satisfied; if companies can continuously or for a long time the customers satisfaction, customer loyalty will be. Loyal customers will not only regularly repeat purchase, but also other related businesses to purchase products or services; loyal customers will not only actively recommend to others to buy his products, and promotional activities of competitors on the enterprise has the immunity of a dissatisfied dissatisfied customers will tell 16-20 individuals, and each one was told who will then spread to 12-15 individuals. Thus, a dissatisfiedperson will affect two or three hundred people. Today in the popularity of the Internet, its impact is even greater. According to the U.S. auto industry survey, a satisfaction will unleash the potential of business 8 document, which will be at least a transaction. Another survey showed that every increase of 5% of enterprise customer loyalty, and profits will grow 25% -95%. 80% of a company 20% of the profits from loyal customers; while the cost of obtaining a new customer is to maintain a 6 times the cost of old customers. Therefore, the American scholar Tangpeiposi that: the decision whether or not the key to the success of an enterprise is not market share, but rather customer share.As a result, enterprises have been through an extensive and detailed market research, direct contact with consumers, customer feedback, etc. to understand the reality in all aspects of customer needs and potential needs. Rely on the loyalty business sales satisfaction, service personnel, regular, comprehensive quantitative determination of customer satisfaction in order to accurately grasp the business with "customer satisfaction" the gap between objectives and priority areas, to further improve the business activities . Rely on the corporate culture of high affinity, highly efficient management and full human to make joint efforts to provide customers with high value-added products, high levels of family-like service to win customers changing and upgrading satisfaction, win more share many customers.Such as Haier always put customer needs first, stand in the customer point of view of product development, design, personalized, humanized useful products, from the pull-screen TVs to the latest release of "Taiwan does not blink of an eye for color TV", small hand rub a small child prodigy washing machine washing machines, small refrigerators Prince to "wisdom eye" inverter air conditioner, the system 17 hours from a "Mike freezer" to after-sale-stop star service to meet customer needs and both are provided to the satisfaction The value of products and services. Another example is Microsoft's products are focused on each of the world's most talented developers to introduce even better than the products customers want, while the formation of global sales of economy of scale, the lowest price. This is Microsoft's secret of success in 20 years.In summary, emotional consumer era, decided what kind of products and production management services to provide what the powers are not part of a business, it is consumers, measuring the value of enterprise efficiency and the existence of the decision shifts to the hands of customers, the enterprise should cater to the customer, value to satisfy customers in order to get as much as possible from the customer "money votes." The CS strategy is the magic weapon for winning such a vote.Second, customer satisfaction, the main steps in marketing strategyFirst, to establish the level of corporate culture customer-centric, customer interests first, and customer satisfaction as the goal of philosophy.CS theory in the customer refers to internal staff and external customers (including distributors, wholesalers, agents, the final consumer and raw material suppliers, partners, etc.), customer satisfaction, including staff and external customer satisfaction, customer loyalty is also However. Mechanism for business success is customer satisfaction with loyalty, employee satisfaction and customer loyalty are key personnel. Employees of the company's satisfaction and loyalty are products and services for enterprise customers satisfaction and loyalty based on customer satisfaction and loyalty are the inevitable result of employee behavior. No employee satisfaction and loyalty, it is impossible to create satisfied customers to provide value products and services, the customer naturally dissatisfied and disloyal, away from the enterprise. When the employee satisfaction and loyalty with customers when the contact will be with great enthusiasm into their intellectual capital, creative customer service, and to timely detection of trends in customer demand, timely product and service value-added, firmly grasp live in the hearts of customers, to his satisfaction.FedEx found that when internal staff satisfaction rate to 85%, their customer satisfaction rate of 95%, and also very optimistic about corporate profits. Here determines the attitude of all employees.Therefore, companies must be customer satisfaction of business philosophy permeates the minds of staff, reflected in the management of employee loyalty to their R & D products, manufacture products, provide marketing services to satisfied customers. If nine birds, "the education of all employees receive customer-centric is the highest business principles. Customers are benefactor, a friend, a teacher, a customer gave us the opportunity to work, the value of work, fun and work significance of the work. We should sincerely thank from the heart to customers satisfaction is our aim, to create the most value for the customers of products and services is our highest goal. Under the guidance of this principle, would rather lose yourself can not lose customers has become a "nine bird" code of conduct for employees. so that customers are in the "9 First bird "consumption is a pleasure, is such a great pleasure. Customers to pay costs on an expected value their consumption, and consumers end up spending at its heart will have a standard evaluation to measure, if the value for money, he will come back later, such as value for money, he probably will come again; Otherwise, consumers will not come back. Therefore, "9 Bird" is to provide consumers value for money products and services. there is such a business philosophy of customer satisfaction under the guidance of marketing, "nine bird" fire in the capital is not difficult to understand.Second, customers participate in product design and development.Customer-centric company, through market segmentation, target a wide range of research to understand the public's needs and values, standing customer point of view of product development, design, personalized, personalized value-added products and services, is correct , but must allow users to join product design. Use of the Internet and CAD technology with customers to establish effective communication and information exchange, needs to grasp the customer information and customer value, to encourage a variety of information sources on the customer information database for timely updates. After analysis, the conclusion about the nature of customer needs, and to the enterprise customer demand information nature of various departments to share resources. This design products, provide customer satisfaction services. Now, many companies use a service called: "Product Configurator" system to help users with the participation of product design. That is stored in the computer where the latest information for all product modules, and replaced at any time, marketing personnel in the sales site on the Internet, according to user needs or user configuration with out it needs to meet their value products. Shanghai GM produces cars that operators and users are very satisfied, because users join the product design. Haier Whether it is for farmers in Sichuan production of washing machines to wash sweet potatoes, users in Shanghai production of "The Little Prince fridge", or change channels without dazzling color TV, Haier's "wisdom eye" inverter air conditioner, star-stop after-sales service, etc. are based on the needs of users, customers participate in product design incorporates the recommendations of the design and development of customer satisfaction in the rich humanity of the value of goods and services, naturally, won more hearts and minds of customers.Third, to provide a full service customer satisfaction and personalized service.Full service is for customers shopping and consumption carried out by every aspect of the services detailed and deep, the heart of the service. Full service is the consumer desire for consumption from the moment of production value of goods run out of play until the whole process, with care to consumers, so consumers are closely linked with their brands so that consumers enjoy the culture, enjoy the service experience concept was to benefit consumers willingly your products or services, consumers at every level are fully satisfied, and to win customer loyalty. Sales stage --- to ensure that customers receive timely and quality services to, participation in training pre-consultation,transfer knowledge and information, create shopping needs, so customers rational choice, practical help customers buy their own niche products; sale support the provision of convenient to maximize play product features, customers appreciate the warmth and value; feedback re-sale value-added services, allowing customers to feel the warmth and truth. If a woman bought a Haier air conditioning, home run pulled the driver on his way to be black heart, and Haier was informed immediately after the woman free to send a new Haier air conditioning, and decided after the delivery place. Inner Mongolia, the home of a user due to fire, will burn just bought the Haier refrigerators, Haier access services from the computer after power found in the user details of the network address, sent by the car arrived in 4 days to fix their refrigerator. This value must win the customer service satisfaction over expectations.In today's era of emotional consumption, the pursuit of "Heart of satisfaction and a sense of fulfillment" of goods, is highly personalized value-added value goods, the pursuit of values and awareness of diversity, individuality, and intangible satisfaction. Therefore, enterprises will no longer put attention to all the general needs of different consumers, we should pursue different personality for consumers, tailor, design and development of enterprise products and services to meet the individual and the diversity of today's consumer trends. Propensity to consume the face of increasingly complex, enterprises must manage customer demand for personalized marketing, the key lies in establishing a customer database and customer information feedback system for customer relationship management, continued to collect understanding of consumer needs and preferences change, and new expectations of the business to better provide customers with personalized service.Fourth, foster customer loyalty.In the restaurant industry, customer satisfaction in the brand switching, the proportion is as high as 60% to 80%. This indicates that satisfied customers become loyal customers do not necessarily. 80% of the profits of an enterprise from 20% of customer loyalty, marketing, customer Aracature Corp.'s President, Larry Light said in Advertising Age magazine, from the loyal customers who return a non-loyal customers are 9 times. Wal-Mart has been able to continue to grow as 500 Boss, simply because it is the management capacity to attract customer loyalty.Customer loyalty is perceived from the customer, delivered through the two-way communication between the value and the relationship is hard to provide value through business products or services obtained. For customer loyalty, companies must have top management commitment and unremitting financial support to enterprises to define customer loyalty, understand customer needs is what formed what are the reasons they leave, who bought the product, Why? awareness and create customer loyalty incentives. Cultivate customer loyalty marketing in two ways:First, we should properly solve customer complaints. As long as the proper handling of customer complaints, the 82% of the customers will buy products again. Proper handling of customer complaints, the requirement to establish a good business humanized "complained management" system. First, establish a "customer complained, is the best gift for business, enterprise management to improve good" concept; Second, enterprises must establish effective policies and institutions dealing with grievances and staff training, proper treatment of customers complained, standing customer approach to customer complained of the problem; third, dealing with customer departments to rotate so that each business unit is able to understand customer satisfaction, and obtain experience in handling customer complain; Fourth, the establishment of all customers complained that the database for timely treatment and prevent public relations crisis.Second, build up customer loyalty database. Tracked only through the analysis of the database in order to know exactly what enterprise customers have a share of increase in number, how long a certain share. Customer loyalty is the core of the database relational database, which consists of a series of records of marketing programs composed of different aspects of sub-libraries. Loyalcustomer database, you can offer premium services for staff in a timely manner the information required; to collect all the relevant details with customers to create the conditions; strengthen ties with customers quickly; for the development of new products and create the conditions for the provision of new services; and customers long-term interactive two-way communication to provide potential demand, and may have thought it meet their expectations of non-think of the value of the products or services.译文顾客满意策略与顾客满意营销自从20世纪八十年代末以来,顾客满意战略已经成为各企业占有更多的顾客份额,获得竞争优势的整体经营手段。
对研究新产品的建议英语作文
对研究新产品的建议英语作文英文回答：Researching a New Product: Suggestions and Considerations.Conducting thorough research is crucial when developing a new product. Here are some suggestions to help you gather valuable insights:1. Define Your Target Audience:Identify who your ideal customer is, including their demographics, psychographics, and purchase habits. This information will guide your research and help you understand their needs and preferences.2. Conduct Market Analysis:Analyze the current market to gain an understanding ofcompetitors, market trends, and customer demands. Use industry reports, surveys, and focus groups to gather data and identify potential opportunities and threats.3. Test Your Concept:Present your product concept to potential customers through surveys, mockups, or beta testing. Gather feedback on its features, benefits, and overall appeal. This will help you refine your idea and make it more marketable.4. Identify Market Gaps:Determine if there are any unmet needs or underserved segments in the market. By addressing these gaps, you can differentiate your product and gain a competitive advantage.5. Analyze the Competition:Thoroughly research your competitors to understandtheir products, strategies, and market share. Identifytheir strengths and weaknesses to develop a plan that setsyou apart.6. Consider Patent and Trademark Protection:Protect your intellectual property by filing for patents and trademarks. This will prevent others from copying or using your product idea without authorization.7. Set a Realistic Budget:Estimate the costs associated with product development, manufacturing, marketing, and distribution. Ensure you have the resources necessary to bring your product to market effectively.8. Seek Expert Advice:Consult with industry experts, such as market researchers, product designers, and legal advisors. Their guidance can help you make informed decisions and avoid potential pitfalls.9. Monitor Market Trends:Stay updated on industry trends and customer preferences. Regularly track market data and adjust your product strategy accordingly to ensure its ongoing relevance.10. Embrace Innovation:Don't be afraid to explore new technologies and ideas that can enhance your product's value. Innovation can leadto competitive advantages and create a positive brand image.中文回答：新产品研究，建议和注意事项。
给国外客人推荐新产品英语作文
给国外客人推荐新产品英语作文英文回答:As a sales representative, it is my pleasure to introduce our new product to our esteemed international customers. Our latest offering is a revolutionary smartphone that is sure to meet all your needs and exceed your expectations. This cutting-edge device is packed with innovative features and offers unparalleled performance. Allow me to provide you with a detailed overview of this remarkable product.Firstly, our new smartphone boasts a stunning display with vibrant colors and sharp resolution. Whether you are watching videos, playing games, or browsing the internet, the visuals will be incredibly immersive and lifelike. The large screen size ensures a comfortable viewing experience, making it perfect for multimedia consumption.Secondly, this smartphone is equipped with a powerfulprocessor and ample RAM, which guarantees lightning-fast performance. You will be able to multitask seamlessly and run resource-intensive applications without any lag or slowdown. This device is designed to keep up with your demanding lifestyle and ensure a smooth and efficient user experience.Furthermore, our new smartphone features a high-quality camera that captures stunning photos and videos. The advanced camera technology allows you to take professional-grade shots with ease. Whether you are a photography enthusiast or simply enjoy capturing precious moments, this smartphone will exceed your expectations.In addition, this device offers a long-lasting battery life that will keep you connected throughout the day. You no longer have to worry about running out of power when you need it the most. With this smartphone, you can stay productive and entertained without constantly searching for a power outlet.Moreover, our new product comes with a range ofinnovative security features to protect your personal information. From fingerprint recognition to facial recognition, your data will be secure and accessible onlyto you. We understand the importance of privacy in today's digital age, and this smartphone is designed to provide you with peace of mind.To summarize, our new smartphone is a game-changer in the industry. It combines sleek design, powerful performance, and advanced features to deliver anexceptional user experience. Whether you are a tech enthusiast or a casual user, this device is sure to impress. Don't miss out on the opportunity to own this incredible smartphone.中文回答：作为销售代表，我很荣幸向我们尊敬的国际客户推荐我们的新产品。
Presenting a New Products 介绍新产品
女士们、先生们，请让我向大家介绍玩具技术的一项突破。
ladies and gentlemen, i give you "big boss"
女士们、先生们，我向你们推介“大老板”。
结束时，大家会对bibury系统公司为何对这次商机全力以赴，以及为何我们会对赢得美国市场满怀信心。
so let' s begin with the background...
下面我们开始讲一下这款产品的背景……
jenny ross: can i speak to phil watson please?
a product that would appeal to both parents and children,
这款高科技产品应该对家长和孩子都有所求，
a product that lets the user decide the character of the toy.
这款产品应该是由使用者来决定玩具的特征。
詹妮．罗斯：菲尔，我是bibury系统公司市场营销部的詹妮。
phil watson: hi, jenny. how' s life?
菲尔．沃森：你好，詹妮。日子过的怎样？
jenny ross: complicated.
詹妮．罗斯：一言难尽。
i' ve been leaving urgent message for you for the last few days, but you obviously haven' t seen them.
市场营销战略论文中英文外文翻译文献
市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。
groups。
and ns choose。
acquire。
use。
dispose of products。
services。
experiences。
and ideas to satisfy their needs and the XXX。
consumer r research has focused on pre-purchase and post-XXX。
XXX view and can help us examine the indirect effects of consumer n-making and the XXX。
companies must offer more value to their target customers than their competitors。
Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。
XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。
XXX markets.1.1 ProductA product XXX of their needs。
not the specific material characteristics.1.2 nXXX includes advertising。
personal selling。
public ns。
packaging。
XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。
专业英语翻译--新产品开发 New Product Development
New Product Development新产品开发The product definition , an elaboration of the product concept , incorporates judgments about the target market , competitive offerings , and the time and resources for bringing the new product to market . the definition activity includes identification of customer and user needs , technologies , and regulatory requirements . these lead to a choice of product features and functions ,target market segments , and design priorities . research on the implementation of the front-end indicates that an explicit , stable product definition and an understanding of the trade-offs among customer requirements , technology , and resource/cost constraints are important factors for success.该产品的定义，阐述了产品概念，包含判断的目标市场，有竞争力的产品，以及时间和资源，使新产品推向市场。
活动的定义，包括确定客户和用户需求，技术和管理要求。
这些导致一个选择产品的特性和功能，目标细分市场和设计的优先事项。
产品设计外文文献及翻译
英文原文Modern product design---Foreign language translation original textWith the growing of economices and the developing of technologies, the essential definition of Industral Design has been deepening while its extension meaning enlarging,which resulted in the transformation and renovation of some original design theories and concepts.In the new IT epoch, the contents, methodologies, concepts etc. of design have taken a great change from what they were before.However,the method of comparison and analysis is always playing a plvotal role, during the whole process of maintaining the traditional quintessence and innovating novel conceptions.1.1 Traditional DesignTraditional industrial design and product development mainly involved to three fields,vis.Art, Engineering and Marketing. The designers, who worked in the art field, always had outstanding basic art skills and visual sketching expression capacity as well as plentiful knowledge on ergonomics and aesthetics . So they could easily solve the problems of products about art . Works in the area of the project engineer with strong technical background, they used the method of logical analysis, you can design a detailed, in line with the requirements of the drawings of a total production, manufacture use. They can you good solution to the technical aspects of products. However, they often overlook the aesthetics of products that do not pay attention to fashion and cost-effective products in the market. In the field of commercial marketing staff proficient in the knowledge economy, will use marketing theory to predict customer behavior, they focus on products in the market development trends, but do not understand aesthetic and technical aspects of the problem.In a traditional industrial product design process, the three areas of general staff in their respective areas of independent work. Product engineers solve the technical problems so that products with the necessary functional and capable of producing manufactured, the product is "useful." Designers are using aesthetics,ergonomics and other subjects in the form of product design, product with a reasonable visual, tactile, and other effects, and we look forward to products "useful." The marketing staff is the product marketing and user comments, and to forecast the future market feedback to the above-mentioned two groups of designers, so that they understand product popularity, prompted designers to improve or update the design, so that users " Want to use "designed products.In this process, is often a certain area of personnel in their own fields of expertise in the work done after the exchange and other fields. Due to lack of overall management of the unified design, will be out of line and the link between the crux of the design cycle, the product can not be truly useful and attractive products.1.2 Modern DesignWith the social and economic development, human standard of living continues to increase. People no longer meet the low-level way of life, the requirements of the product greatly improved as the "globalization" of the emergence of various regional economic development imbalances brought about by various contradictions, but also increasingly reflected in the product design and development In the other hand, with the rapid development of science and technology, not only to "tangible" products with a more technical content, but also the software such as the "invisible" products. These changes primarily reflected in the following areas.(1) the diversification of productsIn order to improve their people's living tastes, the more value products "personality", making earlier to meet the most basic requirements of life designed to mass production of products, changes to the current level to meet the different needs of the people's lives Smaller mass-produced products. Therefore the market needs more of a wide range of products. This requires a more flexible product design, shorter design cycle.Early industrial design and product comparison, the current products include the technical content greatly improved, it may not just rely on its outstanding visual effects impressed, and may also rely on hearing, smell, touch and even taste, and so combined effect of people moved .With the computer and network technology to the development andpopularization, is still a wide variety of software products and network products, these new "invisible" products regardless of its form or design products with the traditional "physical" Products are quite different.(2) design innovation and changeIn increasing economic development, product greatly enriched, material needs of people unlimited increase in the new era. A lot of design work alone designer personal talent is very difficult to complete. If an industrial design work is the perfect visual form, to a "combination of technology and the arts", but it was the low level of market acceptance, then to the present point of view, it is not successful design products, it may only Pieces of art.If the team to organize the development of new products, you can designers, engineers and marketing staff to work together, the three professional staff play to their respective expertise, common exchanges, discussions, it is possible to prevent this from happening.I n addition, because people's social awareness, cultural awareness and The new product of the information age - the emergence of software, the team can better embody necessary. People in the use of software products in the course of time to have two types: one is the interface of the visual effects are good, but you use to process and not very Shunshou to show the various menus, logo at a loss; And a software design is very standardized, with the professionals use logic, but the interface of the visual effects but it is not satisfactory. The reasons for this situation is: a program design engineers do not understand interface design to visual design of the interface designers do not understand procedures for structural design. Only two will combine to work to make the process engineers and designers fully exchange interface, will it be possible to design a "useful" software products.continuously enhance environmental awareness, to design a product may not be a simple and specific forms of visual introduction, but in a product or project works the way there, which means "product" The extension had been expanded. An alcohol can become a world famous brands of goods, some with their well-brewing technology, form a perfect bottle design and successful market strategies are closely related. To the modern designers, as the end product design, product contains the meaning is no longer just a form of the bottle, but winebottles, a collection of marketing strategies. Another example: the flow of people to solve the short-term or temporary accommodation designed Jianyi Fang or horizontal cylinder, is not a simple design, but of social, cultural, environmental and other issues of the integrated projects. So, with the "product" extension of the expansion, the need for more staff into the field of design teams, and in the design process through the integration, exchange, completion of innovative product design.(3) the role of the modern designerIn the modern product development process, if the designer has only limited to the traditional fields of expertise in specific focus on the visual performance of rain forms of work, then it will be very difficult to design a ground-breaking products. This is because the community to raise the requirements of the products, to expand the content of the product, compared to the designer's personal knowledge on the capacity can not satisfy the requirements. However, if we can, through effective means to mobilize the relevant field staff to work together, you can make the design capacity of the greatly expanded.If the traditional sense of product designers focused on the visual manifestations of design, then, designers are using modern designers, engineers and other staff of marketing the ability to jointly complete the full development of new products design.Modern designers no longer just the implementation of its mandate, is designed to planners, organizers. Modern designers should have a higher level of awareness on the nature of the design, operation of the quality of the design process. Designers need to use a unique system of thinking to comprehensive analysis, problem-solving abilities, not just the use of visual skills to express themselves is not yet mature enough decorative design.This requires designers with a more complete knowledge of the structure. In addition to good aesthetic quality, but also should have sociology, economics, management science and engineering and technical aspects of the basic knowledge, resume systematic, engineering way of thinking in order to carry out scientific work and effective orga nization design.The task of the modern designer 1.3The explosion in information society, individuals have the knowledge andcapability is very weak. Therefore the use of modern designers should have the wisdom related fields, the expansion of its design capacity. His task is to seize the new opportunities for product development, design has a good user market innovative products.As a modern designer, it is important to fully understand the professional design teams in the field of creative thinking, make full use of the members of the professional competence. Marketing is the background knowledge can design a scientific and feasible programme of research and analysis of the conclusions drawn for policy makers and designers; In addition, the staff can also meet the market well-developed marketing strategy, product successfully pushed To the market. Engineers had "sensitive technology", can make good use of the master design and manufacturing knowledge, to use a certain product features. And a "beauty of art," the designer, you can use the aesthetic qualities and good ergonomics, and other aspects of expertise, to complete the product interface design.Modern designers is to understand and through the effective means to mobilize members of the Organization's ability to enable all areas of professional staff to work together so that information-sharing, complementary advantages, so that the outstanding products as soon as possible into a successful programme of goods.1.4 modern design of new issuesModern design is the design team conducted in a way, modern designers have the ability to handle the design of several new issues:Sensitive to new product development opportunities, this is a new product design, may also be of their products have improved design;So that the different fields of expertise of the staff of a harmonious and efficient work. Eliminate the barriers between different professionals, the other with the design for the common goal to work hard;Construction of a full product development process. This team will be planned for phase, the design work;④ better understanding of the products extracted from a potential consumer of information, so that the design team that truly master users of modeling, and technical characteristics of the most profound impression, and so on;⑤successful consumer products often have been recognized form of attributes and characteristics of the design staff to in-depth analysis and enhance these attributes, and applied to product design.1.5 Design Education ReformIn order to meet the needs of the development of modern design, design education must also be a corresponding change.(1) design of the general education and design for the improvement of water Raising the level of design and design of the general education and promotion are inseparable. The manual from kindergarten classes, involving the design of early education: how to use certain materials to create good-looking, fun things. With the age of growth and the accumulation of knowledge the children produced by the object more complex, more sophisticated. To the secondary school stage, is likely to require students to mix with people working to complete the design of more complex tasks, each member of this period we should play to their respective expertise, to find, to exchange, to express to the production. In primary stage (can be extended to pre-school stage), you can practice by designing courses, guide the students to establish a "design" concept. To the higher education stage, is to ask students from theory to a high degree of awareness, understanding, "Design", which can make comprehensive use of the theory to guide the "design."Universal primary education in the stage, designed to promote education, students in higher education stage will be able to better grasp of modern design theory and methods. This is to raise the level of a country's overall design an effective means and in the United Kingdom and other countries has been very good proof of this.(2) the expansion of educational contentUnlike the artistic performance of specific techniques or structural design professional, modern design is a philosophy, is a way. Design of the contents is based on modern design has the knowledge and skills identified. Therefore, the arts, technology, engineering, economics, management, humanities, social sciences and other fields content should be included in this category.Of course, in today's knowledge explosion, students can not be limited in thelearning of the practice of so many, but through science curriculum of theory and practice of organic integration, it can enable students to master the basic and necessary knowledge. For example, the U.S. card-resistant ˙ ˙ Mellon University School of Design students to jointly complete the design project. Students in the design process of practice field staff understand the relevant way of thinking, make up the relevant professional knowledge, learning team's working methods. To the modern designers, the completeness of the knowledge structure and rationality of need than proficient in a particular profession is even more important..中文译文现代产品设计随着经济的增长和技术的发展，当工业设计的引申意义别不断的扩大时，一些对于工业设计最基本的定义也在逐渐的深化，这就导致了一些原本设计理论和内容的转变和整修。
零售企业营销策略中英文对照外文翻译文献
零售企业营销策略中英文对照外文翻译文献随着全球化的不断深入，零售企业的营销策略已经成为企业成功的关键因素之一。
在国内外，许多学者和实践者都在探讨零售企业的营销策略，并取得了一定的研究成果。
本文将介绍零售企业营销策略的中英文对照，并对外文翻译文献进行探讨。
一、零售企业营销策略的概念及重要性零售企业营销策略是指通过制定和实施一系列营销策略，来满足消费者需求，实现企业目标的过程。
这些策略包括产品定位、价格策略、促销活动、渠道策略等。
在日益竞争激烈的市场环境中，零售企业的营销策略对于企业的生存和发展至关重要。
二、零售企业营销策略的中英文对照1、产品定位（Product Positioning）：产品定位是指企业在目标消费者心中为产品建立独特形象的过程。
在英文中，产品定位通常被称为Product Positioning。
2、价格策略（Pricing Strategy）：价格策略是指企业根据市场需求和竞争状况制定价格的过程。
在英文中，价格策略通常被称为Pricing Strategy。
3、促销活动（Promotion）：促销活动是指企业通过各种手段刺激消费者购买的过程。
在英文中，促销活动通常被称为Promotion。
4、渠道策略（Channel Strategy）：渠道策略是指企业选择合适的销售渠道，以实现产品的销售目标的过程。
在英文中，渠道策略通常被称为Channel Strategy。
三、外文翻译文献探讨在研究零售企业营销策略的过程中，许多学者和实践者都进行了深入的研究和探讨。
其中，最具代表性的外文翻译文献包括《零售管理》、《营销管理》等。
这些文献提供了对零售企业营销策略的全面分析和实践经验的总结，对于指导企业制定和实施有效的营销策略具有重要意义。
《零售管理》一书主要介绍了零售企业的组织结构、运营管理、营销策略等方面的内容。
其中，在营销策略方面，作者提出了产品定位、价格策略、促销活动、渠道策略等关键因素，并详细阐述了这些因素对于企业成功的重要性。
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毕业设计外文翻译题目名称：对于新产品策略的研究和定义院系名称：国际教育学院班级：营纺织124班学号：************学生姓名：凡知非指导老师：***2016年3月对于新产品策略的研究和定义Robert G Cooperrobert摘要：新产品对于大多公司的成长和生存至关重要。
新产品策略是公司的主要计划，它指导公司的产品创新力度，并链接企业的新产品开发计划。
本文首先探讨什么是产品创新策略，其在公司中的作用，以及为什么创新策略是一个有效的新产品计划必不可少的一部分。
接下来，本文着重于一个新产品策略的发展过程，从开发目标产品开始和再到产品开发领域的选择。
文章使用到矩阵方法去定义和选择产品开发的领域。
来源于笔者的实证研究数据在优先选择新产品开发的领域的模型中将会被用到。
一、简介新产品是现代企业发展和繁荣的核心。
越来越多的有见地的管理者认识到，一个新产品或新技术战略应该成为企业策略的明确和中心要素。
这篇文章是关于在企业层面上的新产品策略——关于对一个新的产品策略的需求和关于定义和开发这样一个战略。
二、新产品策略的重要性新产品开发和技术通过帮助定义公司决策的范畴，对公司的战略性思维起到支撑性的完整的关系作用。
对于许多公司来说，新的产品和技术已成为企业战略、开辟新的市场、新的商业机会的先驱。
无数在办公室的未来，生物工程，微电子，机器人快速增长的公司表明，一个精心构思的新产品战略具有潜在发展势头。
同样地，今天的许多企业巨头，如IBM，施乐，宝丽来德州仪器，在几十年前羽翼未丰的公司，如今能成为伟大的公司，就是因为管理者在早期做出了新产品决策。
在开发和推出新产品上最有可能取得成功的公司就是那些明确核心新产品策略，为之实施公司的具体做法，驱使和带动企业目标及策略的公司。
这些都是一些布兹-艾伦和汉密尔顿的关于商业惯例的研究结论。
还有其他发现，在企业成功要素上，产品创新策略也起到至关重要的作用。
有些公司制定这样的策略。
例如，克劳福德在研究了125家公司后的研究结果中提出了产品创新章程。
他指出，公司现在开始在一个文件中一起推出一个具有多功能元素的新产品策略，这个策略指定了市场类型，产品，技术和公司在新产品项目上追求的方向。
三、问题忽视新产品的重要性，管理者从传统的模式的文献得到关于新产品策略的帮助微乎其微。
很少指示被发展，用于协助管理者在新产品项目开发的领域和方向上做出。
也就是说，基本没有几个概念框架，或成熟的方法来帮助制定新产品策略。
此外，很少人做关于确定公司的新产品计划的组成和结果的实证研究：这就是，企业如何直接或间接地选择新的市场和技术领域，用不同方式组织和集中自己的研发成果。
虽然在今天有很多战略发展模式被使用到，但是大多至少被公司现有的业务单位，现有的发展产品线使用到，它们一般涉及资源分配和战略发展而已。
例如，各种组合模式被开发出来，基本变化遵循波士顿咨询集团模型——现金奶牛，明星，狗和野猫。
这些组合或资源分配模型被应用在产品开发的新领域的同时，这些模型也被主要开发应用在公司既有的产品或业务处理上。
同样，另一种流行的战略发展援助模型，PIMS模型，着眼于可供选择的战略及其对企业盈利能力的影响，同样也是主要针对在公司现有业务的。
总之，这些策略模型着重处理的是什么，而不是可能是什么。
这些方法是模型缺乏一个生成和选择新的战略选项的系统程序，其中包括新产品和新业务。
四、产品创新章程在商业竞争中，战略已被定义为“根据企业的资源和优势管理（部署）制定出的以诧异和超越竞争对手或利用机会的计划”。
更具体地说，随着公司的产品或市场环境重新调整，战略的变化也随之重新定义。
战略与产品和市场规范是紧密联系在一起的。
科瑞指出，市场选择和产品划分是企业战略的两个关键维度。
产品创新策略与企业策略密切相关，将变得更加具体。
近年来，“产品创新章程”或PIC精简版已经被使用。
PIC记录了企业新产品项目的所有策略。
在产品发展项目和该公司的企业战略中，这也是必不可少的联系。
4.1 PIC有两个关键要素：1、PIC指明了游戏的目标，产品创新在帮助企业实现其企业目标过程中扮演的角色。
它回答了这个问题：新产品和产品创新在哪里与公司的整体规划相契合？3这个角色然后被转化成新产品计划的具体目标。
报表，如“到1990年，我们的企业30％的销售额将来自新产品，我们将在未来五年的开发和推出这些新产品”，就是在PIC中发现的典型目标。
2、PIC指明了比赛进行的具体区域。
即，它定义了类型的市场，市场适应者，技术和新产品项目专注的产品。
这些领域为企业的产品开发项目提供了一个重点。
五、为什么会有产品创新章程？开发PIC是艰苦的工作。
它涉及到很多人，特别是高层管理人员。
那么，为什么会付出所有的努力？我们大多数人或许可以说出很多没有一个新产品项目总体规划的企业。
他们是如何做到的？5.1 没有创新章程下开展业务在没有PIC下运行一个创新项目就像在打一场没有重点军事战略的仗。
在没有舵，没有方向的时候，没到彼岸我们早已沉没。
一个没有PIC的新产品项目将不可避免地导致每个人做出一些各自独立的临时的决定。
新产品研发项目的启动仅仅参照各自的长处，很少考虑到他们是否适合宏大的项目。
其结果是，该公司发现自己身处无关或不必要的市场，产品和技术。
5.2 目标：与企业战略链接一个PIC给予公司的新产品项目什么类型的方向指引呢？首先，PIC的目标使得产品开发成功与公司战略紧密联系在一起。
新产品的开发，成为企业战略的核心组成部分，成为公司的整体战略平台一块关键的木板，往往是理所当然的。
预算费用承诺的问题正通过定义新产品项目的角色和目标来处理研发项目或新产品的产品预算问题在经济困难时期经常不能幸免于难。
在一些公司中，研发项目被认为是软金钱——一种奢侈品。
但是，随着产品创新作为公司战略中的核心面，产品创新的角色和目标牢固地确立起来，缩减这个预算会变得没那么随意。
要有连续性的利用资源致力于新产品。
5.3范畴指导规范游戏计划PIC的第二个方面，即范畴的定义，对于指导和专注于新产品成果非常关键。
新产品的开发过程中的第一步是创意产生。
但是，新产品的创意如何产生？除非限定范畴的，否则结果就像散射枪击打的结果一样，无方向，重点不突出，无效！在新产品开发过程中的第二个关键步骤的创意筛选。
早期筛选创意的第一标准是：“所提及的产品是否属于公司新产品项目的强制任务？这也可以解释成：我们作为一家公司什么样的市场，产品，技术，是否对我们公平？如果没有公平的游戏的定义——范畴——有利于对试图做出有效的创意筛选！范畴的定义也引导着资源和人力资源计划。
如果某些市场被指定为重点市场，那么企业可以收购资源，技能和知识，以能够更好地打开那些市场。
同样，如果目标技术被挑选出来作为重点，企业可以雇佣和获取资源，以加强其在这些领域的能力。
资源的建设不是一朝一夕的事。
在片刻的注意间人们不可能雇佣到一支销售队伍，没有人可以在当地的超市上获得大量重要的，在特定技术上有作为的研究人员或工程师。
把合适的人，资源和技能用到合适的地方，需要领先时间和方向，因此需要进行定义范畴重点。
5.4 证据在哪儿？PIC理论的论断，虽然有逻辑性，但看起来似乎还是有点学术性。
不禁会让人想起那些想那些没有宏伟的产品创新策略却已经成功的公司。
那么，哪来的证据支持PIC理论呢？，很遗憾的是并没有太多证据，原因之一是关于创新策略的作用和影响的研究调查并不是很多。
大多数关于产品创新的商业研究一直专注于以个别产品项目为单位来进行分析，例如，是什么让一个新产品成功，而不是对整个公司的新产品计划。
关于企业的新产品策略的研究，传递了一个清晰及一贯的信息：新产品策略在企业层面来说是成功的关键，而一些策略显然比其他策略做得更好。
业层面来说是成功的关键，而一些策略显然比其他策略做得更好。
1、布兹-艾伦和汉密尔顿的关于企业新产品策略实践的研究发现：“成功的企业更致力于通过内部的新产品来实现增长”，并认为“他们更容易有一个包括来源于新产品的若干部分发展的战略计划”。
研究的作者继续解释为什么成功与拥有新产品策略息息相关：新产品战略把新产品的开发过程链接到公司的目标，并为想法/概念的产生提供焦点和建立适当的筛选标准。
这一战略分析的结果是一组战略性的角色，不是用来产生特定的新产品的创意，但却可以帮助确定将新产品开发的市场。
这些市场机会提供产品组合和新产品创意的产生的市场需求。
此外，战略角色为新产品表现测评标准提供指引。
性能阈值和战略角色一起为筛选新的产品理念提供了更精确的手段。
2、PIMS研究（利润影响市场战略）考虑了新产品策略的影响，但仅限于在外围方法。
这些研究侧重于为什么某些特定业务单元比其他的更有利可图，并且试图把盈利能力与市场策略相连接起来等。
研发项目的支出和产品质量水平是在研究中众多被考虑到的策略因素中的两个变量，发现两个因素均与盈利能力紧密相连（虽然研究的反对者在因果关系的方向上有争论）。
3、奈斯特龙和爱德华松研究了大量的工业产品企业，并确定了各种新产品策略捆绑如何与企业表现相关联。
策略强调协同技术的运用，一个负责任的研发项目组织和一个外向型的研发成功一般比较顺利。
这项研究局限于只有极少数的战略维度，而且研发项目策略与新产品研发策略是有不同的。
尽管如此，该消息显示新产品策略和业绩表现密切相关。
4、我们自己的研究涉及到产品创新策略对120家企业表现的影响。
这项研究是少数考虑到大量策略维度，和在大量公司中，策略是如何与公司表现联系在一起的调查之一。
最重要的结论是，产品创新策略和业绩表现是强烈联系在一起的。
市场、产品和公司选择技术的类型、方位和他们的产品创新计划的方向对项目的成功和盈利能力有着明显的影响。
策略的确非常重要！5.5选择正确范畴的证据我们的调查提供远不止策略表现的强烈暗示。
该研究深入洞察一个成功的创新策略的成分：目标的类型是合理的和可测量的；有利于选择范畴的标准——产品、市场和公司选择成功的技术的种类。
下面是一些更重要的结论，我们稍后在范畴的选择的部分将会用到：1、大量影响公司新产品表现的策略因素被发现。
这些因素适合分为两类：一类是他们描述了公司已选择的新产品范畴的类型，一类是他们获得的公司如何完成任务的基础。
2、获得竞争基础的因素描绘了新产品项目的方向和目标。
他们包括诸如技术的侵略性和复杂性的因素，市场导向，项目的重点，研发支出等有利于指引如何在新的产品项目的进行导向和管理。
3、描述范畴选择的因素构成了第二类因素，影响着后续项目的表现。
这些可以被进一步细分为如下因素：1区域范畴的吸引力（例如，市场的需求，成长和规模，在区域范畴内技术的可操作性等）；2公司的利用区域范畴的实力或能力（例如，在公司资源和新产品开发区域范畴内的适应和协调能力）。