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概念营销是通过概念产品的推广来进入新的市场或扩大市场份额的营销方式。许多企业通过一个概念产品的推广成功地进入了一个领域,或成功地扩大了市场份额。不同领域不同市场环境下的概念产品推广具有不同的方式和步骤。一、推广概念产品的四个点1.概念点:直接向消费者说明它是什么,与其他产品有什么不同。产品的概念点必须新颖、独特、能够引起消费者的兴趣,易记忆、易传播,并且能代表产品发展趋势,或代表一种新的生活方式(消费观念)。产品概念不是技术意义上的概念,而是消费意义上的概念。产品技术含量的最高的点不一定就是概念点,而最能体现出与竞争对手差异的点通常会成为概念点。2.利益点:向消费者表明它能给你
Concept marketing is marketing through the promotion of concept products to enter new markets or expand market share. Many enterprises have successfully entered a field through the promotion of a concept product or have succeeded in expanding their market share. Different areas of different market environment concept product promotion has different ways and steps. First, the promotion of concept products, four points 1. Concept point: direct to consumers that it is what, and other products are different. The concept of a product must be new and unique, arouse consumers' interest, easy to remember, easy to spread, and can represent the product development trend, or represent a new way of life (consumer attitudes). Product concept is not the concept of technology, but the concept of consumption. The highest point of technical content of the product is not necessarily the concept point, and the point that most shows the difference with the competitor usually becomes the concept point. 2. Point of interest: to show consumers that it can give you