产品的品牌策略是一个涉及到产品、市场、消费者、时机与铺货渠道等诸多因素的系统工程。而其中产品本身恰恰是常常被忽略的要素,尽管产品是一切策略的起点。这一点颇似人类自身,笛卡尔早就说过,一个人认识不清的往往就是他自己。当然,这里所谈的产品分析不仅指产品的外观、特性、功能等一般属性,而且指产品置入市场坐标后凸现的一系列关系性的特质,我们称之为产品的“市场属性”。如果说,产品的一般属性仅仅需要横向浏览便可找到的 Product brand strategy is a systematic project involving many factors such as products, markets, consumers, timing and distribution channels. Of these, the product itself is precisely what is often overlooked, though the product is the starting point for any strategy. This is quite similar to human beings themselves, and Descartes said long ago that it is often his own self-awareness. Of course, the product analysis discussed here refers not only to the general attributes such as the appearance, characteristics and functions of the product, but also to a series of relational characteristics that emerge after the product is placed in the market coordinate, which we call the “market attribute” . If you say that the general properties of the product need only be horizontal browsing can be found