High-end products- functional-driven or pleasure-driven-.docVIP

 PAGE \* MERGEFORMAT 25 High-end products: functional-driven or pleasure-driven? As the general rise in prices, many enterprises are facing higher costs and reduced profits difficult to withstand tremendous pressure. In particular, doing business especially in the mainstream market, how to enhance corporate profitability has become a major problem looming. Therefore, we are also active or passive toward high-end market, developing high-end products, trying to sell high-end products to maintain or increase profits. Regrettably, however, is that many companies developed high-end products to the market is not as hot as they imagined, those features excellent quality and excellent high-end products is frustrated, as so many companies caught in an embarrassing position . Do consumers of our products do not need to do? Prominent features of our products do not? Our products allow consumers to be difficult in terms of price acceptable? Is channel problem? Or propaganda is not enough? These questions is that almost all marketers of the most instinctive response. However, the more people wonder is that many enterprises related to market research found that the response of consumers are basically positive, such as: consumers that need these products, features also felt good, the price can accept, the channel also find on, right of publicity does not opinions. This is indeed puzzling people had exclaimed ‘My God, as so satisfied, why not buy it? ‘ For this kind of ‘strange’ phenomenon, the author conducted a tracking and research, and the corresponding accumulated and summed up the experience and lessons learned. At this point, is willing to share and discuss. Study of this ‘strange’ phenomenon, it is no style all their own, mainly from two aspects to the interpretation: First, consumer insight, one review of the product itself. Consumer Insight Words and deeds of consumers Consumers have any questions? Here is the need to study consumer attitudes and behavior inc