某国产支线飞机市场导入期思考  

Suggestions on market introduction management of a domestic regional aircrafts

作　　者：王俞波 WANG Yubo(Shanghai Aircraft Design and Research Institute,Shanghai 201210,China)

机构地区：[1]上海飞机设计研究院,上海201210

出　　处：《技术与市场》2018年第12期183-185,共3页Technology and Market

摘　　要：根据产品生命期理论和一般产品市场导入期的"陷阱",结合某国产支线飞机的商业运营,分析了其潜在的市场导入风险;基于市场导入管理理论,提出在市场导入敏感时期,需要高度重视导入管理,并从加强导入监控、体系创新、质量问责、让渡利润、客户服务、价值再造、市场定位、打造特色、品牌营销等方面提出了市场导入管理建议,就该型飞机如何跨越从导入市场到占领市场的"陷阱"、克服从成长到成熟的"烦恼"进行了思考。According to the product life cycle theory and the trap of the general product in introduction stage,This paper analyzes commercial operation of one aircraft which is the first short-medium range turbofan regional aircraft independently developed by China.The paper reminds us to attach great importance to introduction management,and give us some suggestions on market introduction managementfrom the aspects of strengthening introduction monitoring,system innovation,quality accountability,transferring profits,customer service,value reengineering,market positioning,creating characteristics,brand marketing and so on.

关 键 词：国产支线飞机 产品导入期 导入风险 导入管理 

分 类 号：F426.5[经济管理—产业经济]