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☆我们需要一个有力的品牌 众所周知,现在已不是产品贩卖的时代,产品功能、分销网络、价格差异等因素都已不再是决定产品在市场成败的关键。两只相同造型、相同质量、相同价格的杯子,但却因拥有不同的品牌而命运迥异。从“物”上看它们一模一样的,作用都用来盛水,但消费者选择购买时却早已超越了“物”的认知,而被其所含的信息所左右。比如这个杯子是某著名企业生产的,这个杯子是电视上经常广告的那个牌子。也就是说消费者买杯子不是由杯子这个“物”所决定,而是由其身上所附带的信息决定的。
☆ We need a strong brand As we all know, now is not an era of product sales, product features, distribution networks, price differences and other factors are no longer the key to determining product success in the market. Two cups of the same shape, the same quality, the same price, but different fates because of different brands. From the “things” point of view they are exactly the same, the role is used to hold water, but consumers choose to buy it has already gone beyond the “things” of the knowledge, but by its contained information about. For example, this cup is produced by a famous company, this cup is often advertised on television that brand. In other words, consumers buy a cup is not the cup of the “thing” decided, but by their body attached to the information decision.