价值在产品之外--超越产品核心价值的营销策略（Value beyond product -- marketing strategy beyond product core value）.docVIP

价值在产品之外--超越产品核心价值的营销策略（Value beyond product -- marketing strategy beyond product core value） Homogenization of products is a common phenomenon in the market. Homogeneity determines the difference between the core values of the product, or only the quality of the difference, and this can be compensated by the price. Therefore, in order to form competitive power, enterprises must create unique value beyond the products. The basic four approaches are: solving customer related problems, reducing customer risk and cost; meeting customers demand outside cost; improving customer satisfaction. Solving customer problems Products have been designed to solve some problems, such as cars to solve transport and travel problems, mobile phones to solve mobile communication problems. These are the core values of the product to solve the problem. The homogenization of products means that this part of the value provided by everyone is the same, there is no difference. Once, the high quality of products, that is, the level of core values, is the embodiment of competitiveness. But todays market, product competitiveness has been extended beyond the core layer, and from the provision of value-added products based on increasingly inclined to value-added products outside. ICI is the dynamite supplier in the quarry. In traditional co-operation, companies such as ICI simply focus on making explosive more explosive and selling them to quarries at competitive prices. In the eyes of customers, the explosive is a homogenization of high products. ICIs strategy is to provide value beyond the product. They found that quarries used explosives in order to break rocks into smaller shapes, and the effects of the explosion were directly related to their economic interests. Once the explosion is not enough and the rocks are blasted into large stones, the stones will be difficult to break down. But quarries do not have an effective way to control the number and shape of small stones after an explosion. ICI