從頂層設計看這涉及的問題方方面面，但最主要的是市場開拓和定位買主這個問題。因是新產品在現存的市場並未現成的消售成功和不成功的基礎，其銷售價值末知。因此第一步是在其有在用途工功能上有可比性。市場滲透是指某一產品或服務在某一特定市場上的成功銷售。它是以現有商品或服務的銷售量與該產品或服務的總目標市場相比較的數量來衡量的。[1]市場滲透是由ansoff矩陣(Richardson，m.和Evans，c)所產生的企業增長戰略的關鍵績效指標。(2007).H.Igor ansoff於1957在“哈佛商業評論”中首次設計並發表了“多元化戰略”。該表格/矩陣被跨企業使用，以幫助評估和確定公司為了成長而必須採取的下一個階段，以及與所選戰略相關的風險。有了許多可供選擇的選項，這個矩陣有助於縮小最適合一個組織的階段。這一策略包括將現有產品或服務出售到現有市場以獲得更高的市場份額。滲透定價是一種定價策略，它最初將產品的價格定得很低，以迅速達到市場的很大一部分，並開始口碑化。[1]這種策略的作用是期望客戶因為價格較低而轉向新品牌。滲透定價最常見的是與營銷相關的產品。滲透定價通常與擴大市場份額和利用規模經濟或經驗經濟的營銷目標有關。滲透定價通常與擴大市場份額和利用規模經濟或經驗經濟的營銷目標有關。

參考文獻

Penetration pricing is a pricing strategy where the price of a product is initially set low to rapidly reach a wide fraction of the market and initiate word of mouth.[1] The strategy works on the expectation that customers will switch to the new brand because of the lower price. Penetration pricing is most commonly associated with marketing objectives of enlarging market share and exploiting economies of scale or experience.[2][3] Motivation Edit These are advantages of penetration pricing to the firm:[4] It can result in fast diffusion and adoption, which can achieve high market penetration rates quickly and take the competitors by surprise, not giving them time to react. It can create goodwill among the early adopters segment and can create more trade through word of mouth. It creates cost control and cost reduction pressures from the start, leading to greater efficiency. It discourages the entry of competitors. Low prices act as a barrier to entry (see Porter"s 5-forces analysis). It can create high stock turnover throughout the distribution channel, which can create critically important enthusiasm and support in the channel. It can be based on marginal cost pricing, which is economically efficient. The main disadvantage with penetration pricing is that it establishes long-term price expectations for the product, and image preconceptions for the brand and company. That makes it difficult to eventually raise prices. Some commentators claim that penetration pricing attracts only the switchers (bargain hunters) and that they will switch away as soon as the price rises. There is much controversy over whether it is better to raise prices gradually over a period of years (so that consumers do not notice), or employ a single large price increase. A common solution to this problem is to set the initial price at the long-term market price, but include an initial discount coupon (see sales promotion). That way, the perceived price points remain high even though the actual selling price is low. Another potential disadvantage is that the low profit margins may not be sustainable long enough for the strategy to be effective. Price penetration is most appropriate in these circumstances: Product demand is highly price elastic. Substantial economies of scale are available. The product is suitable for a mass market, with enough demand. The product will face stiff competition soon after introduction. There is not enough demand amongst consumers to make price skimming work. In industries in which standardization is important. The product that achieves high market penetration often becomes the industry standard (such as Microsoft Windows) and other products, whatever their merits, become marginalized. Standards carry heavy momentum. A variant of the price penetration strategy is the bait and hook model (also called the razor and blades business model). A starter product is sold at a very low price but requires more expensive replacements (such as refills) which are sold at a higher price. It is an almost universal tactic in the desktop printer business, with printers selling in the US for as little as $100 including two ink cartridges (often half-full), which themselves cost around $30 each to replace. Thus, the company makes more money from the cartridges than it does for the printer itself. Taken to the extreme, penetration pricing is known as predatory pricing, when a firm initially sells a product or service at unsustainably low prices to eliminate competition and establish a monopoly. In most countries, predatory pricing is illegal, but it can be difficult to differentiate illegal predatory pricing from legal penetration pricing. Research

Market penetration refers to the successful selling of a product or service in a specific market. It is measured by the amount of sales volume of an existing good or service compared to the total target market for that product or service.[1] Market penetration is the key performance metric for a business growth strategy stemming from the Ansoff Matrix (Richardson, M., & Evans, C. (2007). H. Igor Ansoff first devised and published The Ansoff Matrix in the Harvard Business Review in 1957, within an article titled "Strategies for Diversification". The grid/matrix is utilized across businesses to help evaluate and determine the next stages the company must take in order to grow, and the risks associated with the chosen strategy. With numerous options available, this matrix helps narrow down the best fit for an organization. This strategy involves selling current products or services into the existing market in order to obtain a higher market share. This could involve persuading current customers to buy more and new customers to start buying or even converting customers from their competitors. This could be implemented using methods such as competitive pricing, increase in marketing communications or utilizing reward systems such as loyalty points/discounts. New Strategies involve utilizing pathways and finding new ways to improve profits, increase sales and productivity, in order to stay relevant and competitive in the long run.[citation needed]

活過其實並沒有準確的定義。

不管分幾步幾個方面來設計，核心其實就是“種子使用者”。

所以最先找準種子使用者，既對不完善的產品有耐心，又願意呼朋喚友的參與進來發表意見，對錯不重要，氛圍才重要。