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新产品上市能否寻找到恰当的卖点,是能否达到产品畅销、建立品牌的重要因素。所谓“卖点”无非是指商品具备了前所未有、别出心裁或与众不同的特色、特点。这些特点、特色一方面是产品与生俱来的,另一方面,是通过营销策划人的想象力、创造力“无中生有”的。不论它从何而来,只要能使之落实于营销的战略战术中,化为消费者能够接受、认同的利益和效用,就能达到产品畅销、建立品牌的目的。新产品上市提炼恰当的卖点,有一些基本的环节和要素需要掌握:
Whether the new product can find the right selling point is whether it can reach the best-selling product and establish an important brand. The so-called “selling point ” is nothing more than the goods with the unprecedented, ingenuity or distinctive features, characteristics. These characteristics, features on the one hand, products are born, on the other hand, through the marketing planner's imagination, creativity . No matter where it comes from, as long as it can be implemented in marketing strategy and tactics, consumers can accept, identify the benefits and effectiveness, can achieve the best-selling products, the purpose of building a brand. New products listed on the right selling point, there are some basic elements and elements need to master: