随着社会主义市场经济的建立,企业间的竞争从产前到售后形成了全方位的竞争。产品作为企业利益的载体,它的销售状况决定着企业的兴衰成败,它的形象又对销售有着重大影响。可口可乐公司的一位负责人说:“即使公司的所有厂房设备、所有的银行存款都化为灰烬,只要我们还拥有商标所有权,可口可乐公司就不会失败。”一语道出了良好的产品形象所具有的强大竞争力。从这个意义上讲,如何塑造产品形象,是一个不容忽视的问题。本文拟介绍几种常用的产品形象塑造 With the establishment of the socialist market economy, competition among enterprises has formed a full range of competition from pre-production to after-sales. Products as a carrier of corporate interests, its sales status determines the success or failure of the enterprise, and its image has a significant impact on sales. A Coca-Cola company official said: “Even if all of the company’s plant equipment and all bank deposits are reduced to ashes, as long as we still own the trademark, Coca-Cola will not fail.” Product image has a strong competitiveness. In this sense, how to shape the product image is a problem that cannot be ignored. This article will introduce several commonly used product image shaping