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所谓产品战略,就是企业对其所生产与经营的产品进行的全局性谋划。是企业营销组合中最基本、最重要的要素,直接影响和决定其他组合要素的配置和管理。产品战略研究所解决的问题是向市场提供什么产品,并应如何通过产品去更大程度地满足客户需要,提高企业竞争能力。产品战略是否正确,直接关系企业的胜败兴衰和生死存亡。产品战略又包括产品质量战略、新产品开发战略、市场定位战略、品牌策略、包装策略、产品组合策略和服务策略等多方面内容。
The so-called product strategy, is the business of its production and management of products for the overall plan. Is the most basic and most important factor in the marketing mix of a company, which directly affects and determines the configuration and management of other combinations of elements. Product Strategy Institute to solve the problem is to provide the market what products, and how to use products to meet customer needs to a greater extent, improve the competitiveness of enterprises. Product strategy is correct, directly related to the rise and fall of enterprises and life and death. Product strategy also includes product quality strategy, new product development strategy, market positioning strategy, brand strategy, packaging strategy, product portfolio strategy and service strategy and many other aspects.