如何策划功能型产品(上)（How to plan functional products (Part I)）.docVIP

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2017-10-07 发布于河南
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如何策划功能型产品(上)（How to plan functional products (Part I)）.doc

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如何策划功能型产品(上)（How to plan functional products (Part I)）

如何策划功能型产品(上)（How to plan functional products (Part I)） Have one or more functions, and the function has a certain market advantage. Can give consumers in the use of (food) bring some kind of benefits, and the benefits can not be easily obtained. We call this product a functional product. Such as health care products, functional foods, functional home appliances, functional electronic products, functional cosmetics, functional drinks and so on. The functional products mostly does not have long time accumulation of the brand, but the proper operation often just a few years A new force suddenly rises., may become a party to lawrence. As in recent years the rise of melatonin, miconazole, easy to paste, Wang Laoji, full Ting, OZing, Yan Liang capsule and other functional products. The Shanghai Huatai plan, led by the author, is Chinas functional product planning team. Long term commitment to the full range of functional products planning, summed up the functional product planning necessary for the 9 elements, namely, three positioning, three basis, three methods of communication. These 9 factors determine whether the functional products can be sold at the core. Three positioning of functional products 1, product positioning - what is it? Bats have the ability to fly, also have the ability to raise offspring cells, if an accurate positioning of the bat, the right attribute of it is not a bird, but a mammal, product positioning is like the truth. Functional products tend to be between two or more attributes, or in areas of vague attributes. What is the product of a clear and sure product? What are its attributes? In order to accurately choose the channel, access to market and consumer recognition. Case 1: In 2002, the Zhejiang private enterprise invitation, functional products for the production of a VIVI toilet to do the planning, the product is equipped with a toilet flushing, drying, sterilization and other functions, can improve the quality of life and enjoyment. At th