A new product, the absence of the concept, it is difficult to wake up consumer awareness of potential heart desires, limited in the current competitive market share in the face of excessive homogenization of products has severely constrained its growth pace, this is like the red sea strategy blindly limited space in this already competitive market, but think of how to further expand the blue ocean strategy

A new product, the absence of the concept, it is difficult to wake up consumer awareness of potential heart desires, limited in the current competitive market share in the face of excessive homogenization of products has severely constrained its growth pace, This is like the Red Sea strategy blindly limited space in this already competitive market, but think of how to further expand the Blue Ocean Strategy.
About the concept of products, generally refers to the unique concept of consumption with the market prospects and unique original new products. Its introduction, must be based on market-oriented basis, through rigorous scientific investigation and thoughtful analysis of a comprehensive trade-off, consumers must be clear objectives and be able to meet the objectives of consumer demand, and must investigate the market potential and market capacity. Haier Group CEO Zhang said that the premise of creating a market is to create the concept, is particularly incisive.
Take the ceramic industry is often regarded as a model of the appliance industry study, the Haier launched the DC high frequency pairs of fresh air, the first in the industry introduced a new concept of the Trinity. TCL air conditioner is about “the long-term energy saving is the real” rate of energy standards for new, first proposed the differentiation of “high life” concept. Changhong air conditioner is to spend 50 million and two three-strong hand in the insurance giant, to create a domestic appliance industry and the insurance industry, “shelf life + insurance” set a precedent for joint marketing. Galanz air conditioning is another way to focus light to create high-end air-conditioning. Oaks as the air conditioning industry price war initiator, it is where there is a price war, where there Oaks.
Thus, the household appliances their unique advantages are very clear, also has put forward the concept of the market and targeted persuasive. Seen in this light, as a concept product, meaning it has its own unique expression and extension of technology, in addition to highlighting their advantages through differentiation, but also from a human perspective to the consumer side of our core competitive advantages to challenge opponents to conquer new territories and gain greater market share.
In general, the concept of products in addition to its own unique characteristics, the need can be provided with the core interests of the point, it needs to lay a few cards the following:
First, the market to adapt to a license. In terms of the concept of product compared to other products, targeted strong point of the core interests, to stimulate demand, stimulate buying interest, from the character speaking, it should be determined by the consumer market and the ability to personalize to meet consumer demand, while there sufficient market potential and future of space can be continuity.
Second, the market leader in card. In recent years, endless variety of products, some companies lack core technology, often flocked to race to the bottom of homogeneous products compete for limited market prices down to the sea, in order to survive, some play “technology licensing” Some play the “marketing brand”, and some play “service brand”, “experience card” so numerous, in fact, as there is nothing new, the concept of a personalized product should have the market forward, in time and timing ahead of competitors or the market has not yet appeared. Introduced the concept of such products, companies gain market opportunities to win the first position. A typical example in this regard is the introduction of Hainan Yangshengtang series of innovative products.
Third, market innovation card. As we all know, due to brutal competition in the market continue to pressure the homogeneous products of living space, so the concept of product promotion a success after the formation of consumer trends, usually found in a large number of followers. Business concepts or technologies must be able to set up barriers to prevent competitors follow-up beyond, the concept of sharing the results and benefits of products to ensure that their products can become the biggest beneficiary of the concept.
Fourth, the market brand extension. In addition to a concentrated focus on the core interests of the spots, the long-term market development is concerned, should have the brand-oriented extension of context, specifically, is the ability to project a concept product line extension as a concept, a concept product group, which expand the concept of product portfolio and enhance overall competitiveness.

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