Hottest product strategy and commodity purchase an

2022-08-11
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Product strategy and commodity purchase and storage strategy (1)

1. The basic content of the overall concept of products:

material products mainly include the entity of the product and its quality, characteristics, style, brand and packaging, which can meet the needs of consumers for use value; Immaterial services mainly include after-sales service and guarantee, product image, dealer image, etc. it can bring consumers a sense of satisfaction and trust in benefits, psychology, etc. it has symbolic value, and can meet the spiritual needs of people's psychology and fine subjects in the initial alignment of Zui in two vertical and horizontal different positions. In short, the modern product concept, also known as the overall product concept, is: product, entity and service. Specifically, it includes three levels of content, namely, substantive products (or core products), formal products and additional products (or expanded products)

entity refers to the basic utility or benefit provided by products to customers, which is the center of consumer demand and the goal pursued, and is the fundamental reason for the survival of products. Substantial products are mainly reflected by the indicators of product performance, applicability, reliability, durability, economy and so on. Formal product is the form in which the substantive product can be realized, and it is an expanded substantive product. Generally, it is determined by the quality level, characteristics, style, trademark, brand and packaging. It is used to adapt to and meet the specific requirements of consumers for products. Additional products (or expanded products) refer to the incidental benefits or services obtained with the formal products obtained by consumers. It can bring more benefits and greater satisfaction to consumers, generally including installation and debugging services; Maintenance and consulting services; And other post sales services

2. Extension of product life cycle:

extending product life cycle is mainly to extend the maturity of products, and its methods mainly include two categories: ① improving existing products; ② Change the marketing strategy

(1) methods of improving products. ① Improve the appearance and packaging of products; ② Change product quality. Meet the needs of different levels through the change of product quality; ③ Change the function of the product and expand the use of the product

(2) methods of changing marketing strategies. ① Transfer the market. The products of countries with more advanced industries can often find markets for their declining products in developing countries; ② Seek new uses. Looking for new uses of products refers to developing new uses without changing the quality, characteristics and functions of products that many customers expect prices to rise

(3) change the marketing mix strategy

combined with the change of the product itself, it will also change the price strategy, advertising strategy, sales channel strategy and sales combination strategy, which will often prolong the product life cycle

3. Basic content of product line strategy:

a group of products produced or sold by an enterprise with the same use performance but different specifications constitute a product line. The number of similar products in a product line is called the depth of the product line, and the number of product lines owned by an enterprise is called the width of the product line. The width and depth of the product line constitute the product portfolio of the enterprise. Product line strategy is also called product portfolio strategy. Product portfolio is the whole of the varieties and categories of all products produced and sold by an enterprise. It is an important part of enterprise product decision-making. The width of the product line is restricted by the correlation between market and technology, so it should not be widened indefinitely. Each product line is either technically related to the zero connection after the fixture is clamped, or it is related in the market. The depth of the product line is restricted by the size of the market. The deeper the product line, the more it can meet the needs of some special users, but the market will be smaller and smaller

product line strategy can be divided into product line width strategy and product line depth strategy

(1) product line width strategy. Product line width strategy can be divided into product line expansion strategy and product line simplification strategy. ① Product line expansion strategy refers to adding product lines; Expand the width of the product portfolio. The expansion of product portfolio width has two directions: one is horizontal expansion, that is, based on the existing market production technology and experience, to develop product lines related to the existing product lines. In this way, due to the same market, we can make full use of the original sales channels and services, develop the relationship between production and demand, and improve the reputation of the enterprise under the condition of low cost. With the same production technology, we can make full use of the technological advantages of the enterprise and the influence of some famous brand products to quickly open up sales and expand the influence of the enterprise. The second is the direction of lateral expansion, that is, to develop product lines that are completely different from or unrelated to the existing product lines. ② Simplify product line strategy. Simplifying the product line strategy refers to reducing the variety of products. Because the product line expansion strategy sometimes leads to the decentralization of enterprises, it can not form a competitive advantage. Therefore, in order to highlight the competitiveness of enterprises in market operation activities, it is often necessary to concentrate the capital and technology of enterprises, give priority to the development of several beneficial products, and give up some weak product lines, which requires the strategy of simplifying product lines. Generally speaking, starting from the long-term stable development, we should adopt the strategy of expanding the product line; In order to obtain the maximum profit in the near future, the strategy of simplifying the product line should be adopted

(2) product line depth strategy. The product line depth strategy refers to a product development strategy that does not increase the product line, but extends vertically based on the existing product line and increases the product varieties and specifications of the product line. This product development strategy can be divided into three strategies: upward extension, downward extension and upward and downward extension

adopting the strategy of product line depth can easily realize product serialization, generalization and standardization; We can develop new products at a faster speed to meet the needs of different consumers in the market; It can be used to increase the production and sales of high-end products and improve the reputation and sales volume of existing products; We can also produce and sell low-grade products through the reputation of famous brand high-grade products that have been produced and sold, so as to attract customers with low purchasing power to buy low-grade and cheap products

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