市场营销中的产品之争和理念之争
在现代激烈的市场竞争中,企业的竞争通常分为两个方面:产品之争和理念之争。产品本身的质量可以提升消费者在使用过程中对于产品实体的满意度,而产品所代表的理念则可以使消费者在还没有使用商品前对商品的属性有一定的认识并在产品的使用过程中获得精神层面的需要。研究出消费者对于产品的需求在于对商品本身的需要还是对商品所代表理念的需要是企业所需要面临的首要问题。
本文的研究思路是根据近年来一些企业在产品之争和理念之争上所取得的成果,分析当代企业在产品之争及理念之争上取得的进步、存在的问题以及相应的解决策略,并选取近些年一些代表性的企业进行产品之争与理念之争的对比分析。
总而言之,市场营销中既有产品本身的竞争,又有企业理念的竞争。结合产品本身以及其所代表的理念并根据产品本身的特性分析出适合产品的营销模式才能使企业在激烈的市场活动中处于不败地位。
关键词: 产品 理念 品牌 竞争
The Dispute of the Product in the Marketing and the Struggle of the Idea
ABSTRACT
In the fierce market competition, the competition of enterprises is usually divided into two aspects: the product of the dispute and the concept of the dispute. The quality of the product itself can enhance the consumer in the process of using the product satisfaction, and products on behalf of the idea that consumers can not use in commodity attributes before the commodity is some knowledge and spiritual needs in the process of using the product. Consumers need to study is the product itself or the goods represented by concept is needed by the enterprise facing the first issue of the demands for the products.
This research is based on in recent years, some enterprises in the product competition and the concept of the dispute on the results achieved by the analysis of contemporary enterprises in competition and the concept of product dispute on the progress, existing problems and corresponding solutions, comparative analysis and select some representative enterprises in recent years of struggle with the concept of the product the dispute.
In short, both the product competition in the market marketing, and the concept of enterprise competition. Combined with the product itself and the representative of the concept and characteristics of the product itself according to the analysis to marketing mode suitable for the product of the enterprise in the invincible position in the fierce market activities,it also explains the limitations and future prospects of this paper.
Key Words: Product Ideal Brand Competition