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企业在销售新产品(服务)时,常常想依靠新产品的优良特性和创新性的促销计划一举获利,然而许多案例显示,企业并未从中获利,甚至还吃了亏,它们为什么会失败呢?让我们看看下面四个案例。设计不良·厄运临头早在1968年,台湾有一家专门生产肥皂的公司推出一种柠檬香皂,它不但以柠檬为原料制造,而且在造型上也和真实的柠檬一模一样,完全以柠檬的形状、颜色、香味取胜,一时引起消费者的好奇,刺激了购买欲。但顾客使用之后发现,它的优点也正是缺点:圆滚的皂身,
When companies sell new products (services), they often want to rely on the good features of new products and innovative marketing plans to make a profit at the same time. However, many cases show that companies have not benefited from it and even suffered a loss. Why did they fail? Let us look at the following four cases. Bad design, bad luck as early as 1968, Taiwan has a company specializing in the production of soap launched a lemon soap, it is not only made of lemon as raw material, but also in the shape and real lemon exactly the same, completely in the shape of lemon, color , scent to win, for a moment caused consumer curiosity, stimulated the desire to purchase. However, after using it, customers found that its advantages are also the disadvantages: the rolling body,