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所在平台: Udemy |
课程主页: https://www.udemy.com/course/new-product-development-how-the-big-brands-do-it/
课程评论：没有评论
**课程名称：** 新产品开发 (NPD) - 大品牌是如何做的 **课程概述：** 市面上不断涌现新产品，旨在满足新的消费者需求，或以“新”的方式解决现有需求。然而，严峻的现实是，超过95%的新消费产品上市后会失败。事实上，其中大多数会在上市两年内被品牌停产，给母公司带来巨额亏损。 没有从（1）消费者和（2）业务角度进行尽职调查而开发的新产品，注定走向“失败产品坟墓”，也可能毁掉许多营销人员的声誉。 在本课程中，您将学习成功品牌使用最前沿的新产品开发流程。该流程提供了专业品牌经理为新产品所掌握的独特的消费者和业务洞察。 本课程将商业和市场视角实用性融入营销教科书的理论知识中。它将帮助您搭建教科书知识与企业实际操作及期望之间的桥梁。 本课程由一位曾在全球多家跨国公司工作的专业品牌经理创建，旨在帮助有志于掌握成功新产品开发的初学者营销人员、创业者和学生。
We see new products hitting retailer shelves all the time. They attempt to solve a new consumer need, or solve an existing need in a "newer" way. However, the harsh reality is that more than 95% of all new consumer products that are launched FAIL. In fact, most of these are discontinued by their brands before the end of 2 years from launch, after accumulating huge losses for their parent companyNew products developed without doing the due diligence from both (1) consumer and (2) business perspectives are well on their way to the 'failed-launches graveyard', taking reputations of many marketers along with themIn this course you will learn the most contemporary new process development system used by successful brands. It gives a unique consumer and business understanding, that professional brand managers have developed with reference to new productsThis course adds the practicality of business and market perspectives to the theoretical knowledge of marketing text books. It will help establish a bridge between what you can learn in textbooks and what is actually followed and expected at corporate.It has been created by a professional brand manager, who has worked in multiple MNCs across the globe. It will help budding marketers, entrepreneurs and students alike who wish to master successful New Product Development.
