定位改变命运  

Exclusive Report FIND THE PROFIT DRIVER OF YOUR PRODUCT!

作　　者：方浩[1] 

机构地区：[1]《当代经理人》记者

出　　处：《当代经理人》2006年第6期44-47,6,共4页Contemporary Manager

摘　　要：凭借某款产品一劳永逸地为企业印钞的时代已经一去不复返了。现在是“速食市场”的天下:一个产品的生命周期被不断压缩,需求则是越来越挑剔。如何才能找到产品利润点? 这个问题的潜台词其实就是如何保证产品不断重演生命周期的成长期或者成熟期。显然,从产品设计与包装上来讲,这与产品的定位密不可分。本文介绍的凸现定位战略、关联定位战略以及隐匿定位战略,在激活产品利润方面各具特色又颇有成效,它们以出人意料的方式对产品进行了重新定位,将产品从衰亡期的泥潭中解救出来,使其重返成长期;对于新产品,则可以使其跃过可能延缓消费者接受的种种障碍,迅速进入成长期。Nowadays, the life circle of a product is getting shorter and shorter. The positive response of an enterprise is to continuously explore the value of the product and service, extending the life circle of the product as a way to extend the life circle of the enterprise. How to break the life circle and bring the product from the edge of grave into the sunshine?This article provides three ways of positioning represented by three products: Nongfu spring water, which provids a different customer experience by abandoning some product characteristics considered to be precious by most drink manufactures and adding one or two particular characteristics; NEC POS machine, which is an advertisement board now instead of a mere POS machine, bringing numerous income from ads customers; Heniz redeye, a colorful redeye which can be used as paint by kids. So, when you use the imagination to give wings to your products, you will see that the profit will keep coming to you.

关 键 词：产品利润 定位战略 生命周期 成长期 产品设计 重新定位 成熟期 新产品 消费者 

分 类 号：F270[经济管理—企业管理]