概念营销的误区和陷阱（Errors and trap of concept marketing）.docVIP

概念营销的误区和陷阱（Errors and trap of concept marketing） The concept of marketing, in a foreign country called localization or USP (Unique Selling Proposition unique selling proposition), is to market research and understanding of the potential customers mind based on demand in the domestic, known as the concept is China language features. The concept of product in some industries is also known as the product, in fact any product has its function, the jargon is what? In the view of China marketing industry, product function refers to besides attributes and regular functions or additional value-added functions with value function. For example, a clean toothpaste mothproof function, if the enterprise strong gingival is the function of additional, this is the industry that is the function of toothpaste products; another example of mobile phone information communication function, a mobile phone company that is a symbol of identity, this mobile phone has become functional products; such as the wash basin (wash clothes) function, wash basin a product launch magnetic water beauty function, this is the function of the product of basin. Domestic medical and health care products, cosmetics, electronic products, digital products, learning machine products, fashion sports products are generally used in the concept of marketing, and also produced many of the marketing concept based professional firms and professionals, including a lot of research on the concept of marketing. But with the further prosperity of Chinese market, the emergence of a large number of professional institutions, and Chinese enterprises began to use market vision to face the reality, China enterprise died concept argument also began to spread, the die concept mainly contains two meanings. One is too dependent on the concept, ignoring the enterprise management, channels and execution, which is actually from management, not from concept; another is the concept of deviation or concept error, resulting in strategy not