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现在,人们常说市场的竞争,就是形象的竞争.在商品日益丰富的今天,商品之间的功效、质量、性能、技术含量、寿命等方面的技术指标差异越来越小.谁也弄不清超市里如此多种品牌的香皂,它们之间的差异究竟在哪,为什么只有“力士”、“舒服佳”好卖?关键在于形象.一个令消费者赏心说目的形象,往往成为促成其购买的直接动机.人们的消费观念从过去的“实用、经济、美观”转向“美观、实用、经济”,进而发展为对品牌的追求.追求商品的附加值已成为当今的一种消费趋势.同样道理,企业也不再只具备生产物质产品的功能,同时它还肩负着生产制造“精神产品”的责任,这种“精神产品”就是产品形象及由此产生的感觉.人们买万宝路香烟、买人头马洋酒、买贝纳通服装、吃麦当劳汉堡包,买的是什么?是感觉、是品位、是形象.形象是企业竞争的
Nowadays, people often say that market competition is the image of competition.With the increasingly abundant commodities, the technical indicators of efficacy, quality, performance, technical content and life span of commodities are getting smaller and smaller. So many different brands of soap in the supermarket, where exactly the difference between them, why only the “Lux”, “comfortable and good” to sell? The key is the image of a so that consumers enjoy the purpose of the image, often become to promote its The direct motivation of purchase: People’s consumption concept has shifted from “practicality, economy and aesthetics” to “beauty, practicality and economy” in the past, and then to the pursuit of the brand.The pursuit of the added value of commodities has become a kind of consumption trend nowadays. By the same token, companies no longer only have the function of producing physical products, but it also shoulders the responsibility of manufacturing “spiritual products”, which are the product image and the resulting feeling.People buy Marlboro cigarettes, Buy rum, buy Benetton clothing, eat McDonald’s hamburger, buy what? Is the feeling, is the taste, is the image of the image of the business competition