A Study On The Effectual Operation Of New-Product Commercialization

With the severe competition in the market, overproduce is terrific. As it were products in every industry have overproduced. Many enterprises continue to innovate and invest much capital in development. But they have no consciousness of hardness in the commercialization. Human has come into the times of high-tech in 21 century. Computer, Internet, biological engineering, satellite communication and other new technique have been adapted and affect our life significantly. High-tech not only gives us the new manner of life, but also makes the speed of development faster. It shortens the cycle of product-life and puts the enterprises without new products into crisis. How to commercialize the new product is confronted to Chinese enterprises, which is critic to our enterprises and our country. This thesis is base on the marketing theory and studies each important aspect of commercialization. It aims for the issues in new product commercialization with reference of typical cases. Thought these studies of issues and countermeasures, this thesis want to provide reference of new product commercialization to our enterprises. Though this study, I know that the obstacle course of commercialization is suffused with thorn, the enterprises will fall into the trap if they do not take care. Reasons for failure include a price too high, overestimation of market size, incorrect position, unfitted channel or an inferior product compared to those of competition, etc. New product commercialization is a systematic procedure. Above all, we should build an operational organization that can be a product manager or new product commission. Next, we should analyze the condition to select districts. Afterwards, we should lay the marketing project out. At last, we put the product in the right channel to sell. This thesis aims to provide solutions to new product commercialization. The aspect of development is excluded.