在企业发展过程中,需要通过不断推出新产品来拓展已有的产品线、开发新的市场。新产品扩散过程就是企业通过采取各类措施,使新产品营销达到既定目标的过程。其目标主要有:使新产品在导入期迅速被市场接受,以推动成长期销售额的快速增长。一、产品研发要突出差异化和新颖性新产品能否为市场迅速接受,首先取决于新产品自身的特性。所以,要使自己的产品赢得更多的市场,必须从研发阶段就为其打下基础。一般而言,影响新产品市场扩散的主要因素有:一是新产 In the process of enterprise development, we need to expand the existing product lines and develop new markets through the continuous introduction of new products. The diffusion process of new products is the process by which enterprises take various measures to achieve the set goals of new product marketing. Its main objectives are: make the new product quickly accepted by the market in the introduction period, in order to promote the rapid growth of sales growth. First, the product development should highlight the difference and novelty Whether the new product can be quickly accepted by the market, first of all depends on the new product’s own characteristics. Therefore, in order to win more markets for its products, it must be laid from the research and development stage. In general, the main factors that affect the proliferation of new product markets are: First, new production