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随着市场机制逐步建立和完善,经营者越来越重视市场营销。与此同时,由于经营者缺乏必要的法律知识和法律意识,出现了一些损害经营者或消费者的营销行为。因此,了解和掌握有关市场营销的法律是十分有益的。 产品策略中的有关法律问题 在市场营销理论中,产品概念被划分为三个层次:第一层是产品核心,它代表产品的使用价值;第二层是产品外形,主要包括产品的质量、特点、式样、品牌和包装;第三层是产品附加,指的是产品实体基本效能以外的附加利益,如送货上门、售后服务、免费安装等。产品策略就是围绕这三个层次开展的,作为经营者,应特别注意其中四个方面的营销行为。
With the gradual establishment and improvement of market mechanism, operators pay more and more attention to marketing. At the same time, there has been some marketing practice that harms operators or consumers due to the lack of legal knowledge and legal awareness necessary for operators. Therefore, it is helpful to understand and master the laws related to marketing. In the marketing theory, the product concept is divided into three levels: the first level is the product core, which represents the value of the product; the second level is the product appearance, which mainly includes the quality and characteristics of the product , Style, brand and packaging; The third layer is the product addition, refers to the additional benefits beyond the basic performance of the physical entity, such as home delivery, after-sales service, free installation. Product strategy is carried out around these three levels, as operators, should pay special attention to four aspects of marketing.