招势三顾客感知风险预测——上市前的准备（Potential three customer perceived risk prediction - preparation before listing）.doc

招势三顾客感知风险预测——上市前的准备（Potential three customer perceived risk prediction - preparation before listing） From marketing point of view, refers to those who can bring a new kind of customer satisfaction, new interests of products collectively referred to as new products. Generally speaking, new products are recognized from two angles of market and enterprise. They include not only new products in the sense of science and technology, but also products that appear for the first time in the market and products sold to enterprises for the first time. As a result, there are four main types of so-called new products in marketing: New products: the application of new technologies, new materials developed with new features of the product; ? improve products: provide improved performance or new products with greater visual value, instead of current products; ? product line additions: new additions to the product line established by the enterprise; Market repositioning: current products aimed at new markets or market segments; In the above four kinds of new products, the market risk is the biggest new product, because it is not only the new product technical sense, but before the market has never been, most of customers to buy such products have doubts, the biggest risk perception. In the survey of Chinese enterprise marketing problems, the answer to what do you think is the most difficult part of marketing is shown in table 1: Table 1 problems in Chinas marketing practice It can be seen from table 1, in practice, marketing and management personnel to determine the new varieties and listing plan and market development , marketing management was the most difficult, the new varieties of determination and listing plan was the most difficult. In fact, not only Chinese marketers are worried about this, but other developed countries such as the United States are also facing severe challenges of new product listing. According to a 1984 survey by the US Weston survey group, market operator