| 产品差异竞争:广告、品牌和服务 |
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| 引用本文： | 刘静波. 产品差异竞争:广告、品牌和服务[J]. 工业技术经济, 2011, 30(2). DOI: 10.3969/j.issn.1004-910X.2011.02.016 |
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| 作者姓名： | 刘静波 |
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| 作者单位： | 上海对外贸易学院,上海,210620 |
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| 基金项目： | 上海对外贸易学院上海教委重点学科产业经济学学科资助 |
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| 摘 要： | 差异性使消费者对不同企业的产品有着不同的偏好,进而形成和维持顾客的忠实度,降低产品的可替代性.产品差异化是一种重要的竞争模式,形成、保持和发展差异化是需要成本支持的.本文重点讨论产品的显性差异,包括广告、品牌和服务,因为这些差异化可以在瞬间影响消费者的偏好和决策,从而将产品的差异程度"植入"消费者的意识系统中.
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| 关 键 词： | 产品差异 广告 品牌 服务 |
Product Differentiation Competition:Advertisement,Brand and Service |
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| Liu Jingbo. Product Differentiation Competition:Advertisement,Brand and Service[J]. Industrial Technology & Economy, 2011, 30(2). DOI: 10.3969/j.issn.1004-910X.2011.02.016 |
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| Authors: | Liu Jingbo |
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| Affiliation: | Liu Jingbo(Shanghai Institute of Foreign Trade,Shanghai,210620,China) |
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| Abstract: | Product differentiation diversifies the preference of consumers over goods,which is quite useful to form and maintain consumer faithfulness so that the replacement of goods is decreased.Product differentiation is an important mode of competition.And the process of differentiating products provided by a company requires the support of cost.This article mainly discusses the explicit differentiation of product,including advertisement,brand and service originated from product,which is able to impact on the pref... |
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| Keywords: | product differentiation advertisement brand service |
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