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如今市场竞争越来越表现为品牌的竞争、名牌的竞争。创立品牌,发展名牌,已经成为众多企业追求的首要目标和重要战略措施。 在产品生产上,将人们特有的价值观、审美情趣、行为导向的文化内涵融入产品中,使产品成为文化的载体,以此满足消费者的心理需求、价值认同与社会识别等人文需要,从而从情感上触动消费者,导致购买行为的产生。 例1、手表在传统产业中是实用性产品。70年代兴起的电子表以其精确走时,新颖的数字显示方式,多样化的附加功能和低廉的价格,对传统的机械表构成了威胁。
Nowadays, market competition is increasingly manifested as brand competition and brand-name competition. The establishment of brands and the development of famous brands have become the primary goals and important strategic measures pursued by many companies. In product production, people’s unique values, aesthetic interests, and behavior-oriented cultural connotations are integrated into the product, making the product a carrier of culture, so as to meet consumer needs such as psychological needs, value identification, and social identification. Affected consumers emotionally, resulting in the purchase of behavior. Case 1, watch is a practical product in the traditional industry. The electronic watch that emerged in the 1970s poses a threat to traditional mechanical watches with its accurate timing, novel digital display methods, diversified additional functions and low prices.