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将“物超所值”视为酒店VI设计影响力的因素
Post by hotelvi, 2018-4-20, Views:往往就是这样,不卖的东西影响正在卖的东西。如果说想要提高廉价商品A的市场份额,你只需要提供一种更便宜的选择商品C即可。商品C成了诱饵,它本身可能不会得到太多市场份额,但但它会产生一种吸引效应,把消费者的选择转移到原先的廉价品牌商品A上。类似地,增加一种高价诱饵商品品牌D,会把消费者的眼光往上拉,扩大高档品牌商品B的市场份额。
有一则关于百威的故事就充分验证了消费者在这种比较优势下“物超所值”的心理:20世纪60年代安海斯・布希公司司在全国范围内积极推广它旗下的超高档品牌米狮龙,百威却借力登上了销量第一的位置。要是啤酒消费者们真的知道他们要什么、该该出多少钱,那那米狮龙肯定会冲击百威的市场。可结果是,百威和米狮龙的总销量却都增加了。因为米狮龙让百威显得“不那么极端,不那么昂贵,又不那么精英”。一部分百威的买家改喝了更高档的米狮龙,但平常买更便宜品牌啤酒的人却有不少换成了百威,两者扯平了。换句话说,米狮龙的VI设计广告让一些米勒啤酒的买家改喝百威了。
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