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凭借某款产品一劳永逸地为企业印钞的时代已经一去不复返了。现在是“速食市场”的天下:一个产品的生命周期被不断压缩,需求则是越来越挑剔。如何才能找到产品利润点? 这个问题的潜台词其实就是如何保证产品不断重演生命周期的成长期或者成熟期。显然,从产品设计与包装上来讲,这与产品的定位密不可分。本文介绍的凸现定位战略、关联定位战略以及隐匿定位战略,在激活产品利润方面各具特色又颇有成效,它们以出人意料的方式对产品进行了重新定位,将产品从衰亡期的泥潭中解救出来,使其重返成长期;对于新产品,则可以使其跃过可能延缓消费者接受的种种障碍,迅速进入成长期。
The era of printing money once and for all with one product is gone. Now is the “fast food market” of the world: a product life cycle is constantly compressed, the demand is more and more critical. How can we find the profit point of the product? The subtext of this issue is actually how to ensure that products continue to repeat the growth cycle of the life cycle or maturity. Obviously, in terms of product design and packaging, which is inseparable from the positioning of the product. This article describes the highlights positioning strategy, positioning strategy and the co-location of the occlusion strategy in the activation of product profits have their own characteristics and very effective, they surprisingly reposition the product, the product from the quagmire of the demise of life saved , To make it return to growth stage; for new products, you can make it jump over barriers that may delay consumer acceptance, and quickly into the growth stage.