随着市场竞争的不断升级,产品同质化的现象也越来越普遍,这也使得差异化策略在营销实战中的地位愈发重要。差异化营销策略的关键一环,在于为产品提炼核心概念,即产品独特的销售主张,形成针对消费心智的有效诉求。任何产品的终极目的都是要得到消费者的购买和使用,而要让消费者 With the continuous upgrading of market competition, the phenomenon of product homogeneity is also becoming more and more common, which makes the differentiation strategy more and more important in the marketing actual combat. A key part of the differentiated marketing strategy lies in refining core concepts of products, that is, unique product sales propositions and forming effective appeals for consumer mind. The ultimate goal of any product is to get consumers to buy and use, but to allow consumers