IM-PART3产品与品牌策略-精品·公开课件.pptVIP

* 保罗.雷莱斯:在一个竞争性增长的世界上，当工业化国家进入到几乎同样的原料生产同一类产品的阶段，设计便成了决定的因素。 The core component 核心产品consists of the physical product -the platform that contains the essential technology- and all its design and functional features. The packaging component包装/外形 includes style features, packing, labeling, trademarks, brand name, quality, price, and all other aspects of a product’s package. The support services 支持服务/外延component includes repair and maintenance, instructions, installation, warranties, deliveries, and the availability of spare parts. * * 1.产品组合:指企业制造或经营的全部商品的有机构成方式。产品组合是由不同的产品线构成，而产品线又是由不同的产品项目构