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产品具有市场竞争力,就能够打败竞争对手,取得好的经济效益。从战术上讲,企业要想提高产品的市场竞争力,主要应从几个方面入手。 1.改善设计,以迷人的设计魅力提高竞争力 美国哈佛大学商学院折曼伯特·海斯教授曾这样说过:“15年前,企业在价格上相互竞争,今天是在质量上相互竞争,明天则在设计上相互竞争。”大量的事实表明,出色的产品设计已越来越成为市场竞争致胜的关键,谁能搞好产品设计,谁就能赢得顾客,占领市场。中国的高档衬衫和意大利的质地一模一样,就只因设计方面的差距,我国的衬衫在国际上只卖10多美元1件,而意大利的却能卖上百美元1件。成功的设计,不仅应该符合美学标准,更应迎合和满足消费者的需求。这种需求包括齐全的使用功能、愉悦的外观感受、组装和安装简便易行,以及价格是否合理等。消费者购买欲的强烈与否,往往取决于其对产品设计的满足程度。
Products with market competitiveness will be able to beat competitors and achieve good economic benefits. From a tactical point of view, enterprises should start from several aspects if they want to improve the market competitiveness of their products. 1. Improve design and enhance competitiveness with attractive design charm Professor of Harvard Business School Professor Prof. Dr. Robert Hatters once said: “Furthermore, companies competed with each other in terms of prices 15 years ago and they today compete with each other in terms of quality. They will compete with each other in design tomorrow.” A large number of facts have shown that excellent product design has become the key to success in market competition. Whoever can do a good job in product design will win customers and dominate the market. China’s high-end shirts and Italian texture are exactly the same, because of the design gap, our shirts only sell more than 10 US dollars in the international market, while Italy can sell one hundred US dollars. A successful design should not only meet aesthetic standards, but also cater to and satisfy consumer needs. This need includes complete use of functions, a pleasing appearance, ease of assembly and installation, and reasonable prices. Whether the consumer’s desire to buy or not is often determined by its satisfaction with product design.