新产品导入市场战略创新——基于经济租耗散与核心竞争力资源优势的理论分析

The Marketing Strategy Innovation of New Product Introduction

本文对传统的市场营销学中有关新产品导入市场战略问题进行重新诠释,用古典经济租存在性、准租金耗散和核心竞争力理论说明不同厂商在新产品导入市场过程中,应如何理性选择相应的竞争合作战略,并指出成功实施新产品导入市场战略的主要条件。

This article probed the strategic issues in new product introduction in the tradition a marketing, using classical economics of economic rent, dissipation of quasi-rent as well as the core competence,explained how different firms should rationally select the co-competition strategy in the process of new product introduction, and put forward the main condition of successfully carrying out the strategy of new product introduction.