前言:“我们(消费者)建立品牌的形象,就如同鸟儿筑巢一样,从我们随手撷取的稻草杂物建造而成。”不论是营销学还是消费心理学都认为:一个品牌的强度最重要的决定因素是其能被观察到的质量。国际上著名的品牌不论是可口可乐、IBM、GE还是麦当劳,都是产品质量上乘的品牌。市场营销分析表明:具有可信、高质量产品的品牌比起低质量产品的品牌来说,其获得的投资收益和销售收入是后者的两倍甚至更高。为什么高质量能产生较高利润呢?市场分析认为这主要有两条途径,一是质量提高了市场份额,通过规模经济产生了较低的单位成本;二是通过创造了差异优势提高了商品品位。简而言之,质量带来了较高的相对价格。 Foreword: “Our (consumer) brand building image is just like a bird’s nests, built from the straw clutches we pick at hand.” "Both marketing and consumer psychology agree that a brand The most important determinant of intensity is its perceived quality. Internationally renowned brands, whether Coca-Cola, IBM, GE or McDonald’s, are the product of high quality brand. Marketing analysis shows that brands with credible, high-quality products earn twice as much or more than their low-quality brands’ return on investment and sales revenue. Why high-quality can produce higher profits? Market analysis that there are two main ways, first, improve the market share of quality, lower unit costs through economies of scale; the second is by creating a differential advantage to improve the quality of goods . In short, quality brings a higher relative price.