产品策略培训教材.pptxVIP

第七章 产品策略 Chapter 7 Product Strategies 产品策略（ Product Strategies ）产品与产品组合产品市场生命周期新产品开发管理产品品牌与包装产品与产品组合（Products and Product Mix）产品整体概念产品组合的概念产品组合策略核心利益 基础产品 期望产品附加产品潜在产品产品整体概念 (Concept of Whole Product) 产品组合的概念 (Concept of Product Mix) 指某一企业所生产或销售的全部产品大类、产品项目的组合， 产品大类又称产品线，产品线由产品项目组成。 (Product mix consists of product sorts and product items which companies manufacture and sell, product sorts also means product line and product line consists of product items.) 产品组合的宽度、长度、深度与黏度(Width, Depth and Consistency of Product Mix)产品项目产品线AA1 A2 A3产品线BB1 B2 B3 B4 B5C1 C2产品线C宝洁公司的产品组合宽度