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槃在消费品和服务的每一个大类中,产品数目都在迅速膨胀,并且这种增长势头丝毫没有减弱的迹象。大多数企业都在采用产品扩张战略,特别是产品线延伸策略,把产品线延伸策略当成营销战略的一部分,其原因是:管理者把产品线延伸看作是满足不同的细分消费者需求的一种低成本、低风险的方法。产品线延伸能够通过在一个品牌名称下提供更多不同的产品,来满足消费者的愿望,而且,管理者经常利用产品戏延伸作为短期竞争的工具,来提高一个品牌对有限的货架空间的控制。
产 The number of products in each of the broad categories of consumer products and services is rapidly expanding, and there is no sign of such a downturn. Most companies are using product expansion strategy, especially the product line extension strategy, the product line extension strategy as part of the marketing strategy, the reason is: the manager of the product line extension as to meet the needs of different segments of consumers A low-cost, low-risk approach. Product line extensions can satisfy consumer desires by offering more different products under one brand name, and managers often use product stretch as a short-term competitive tool to increase a brand’s control over limited shelf space .