{"id":141,"date":"2007-02-05T14:36:00","date_gmt":"2007-02-05T06:36:00","guid":{"rendered":"http:\/\/www.fengdingcn.org\/blog\/20070205\/strategies-of-naming-and-renaming-products.html"},"modified":"2007-02-05T14:41:50","modified_gmt":"2007-02-05T06:41:50","slug":"strategies-of-naming-and-renaming-products","status":"publish","type":"post","link":"https:\/\/www.fengdingcn.org\/blog\/20070205\/strategies-of-naming-and-renaming-products.html","title":{"rendered":"\u518d\u8c08\u7ed9\u4ea7\u54c1\u547d\u540d\u548c\u91cd\u547d\u540d"},"content":{"rendered":"

\u5927\u7ea6\u534a\u5e74\u524d\uff0c2006\u5e74\u76848\u6708\u4e0a\u65ec\uff0c\u6211\u5199\u8fc7\u4e00\u7bc7\u5173\u4e8e\u7ed9\u4ea7\u54c1\u53d6\u540d\u7684\u5e16\u5b50\u300a\u8d77\u4e2a\u540d\u5b57\u771f\u4e0d\u5bb9\u6613\u300b<\/a>\uff0c\u8bb2\u8ff0\u4e86\u5f53\u65f6\u6211\u4eec\u7ed9\u4ea7\u54c1\u53d6\u540d\u8fc7\u7a0b\u7684\u8270\u96be\u3002<\/p>\n

\u4eca\u5929\u5728 PragmaticMarketing.com \u7684 Blog \u4e0a\u770b\u5230\u8fd9\u6837\u4e00\u7bc7\u9898\u76ee\u662f Naming (and renaming) products<\/a> \u5e16\u5b50\uff0cSteve Johnson \u5199\u7684\uff0c\u4eceCA\u516c\u53f8\u6700\u8fd1\u5ba3\u5e03\u8981\u7ed9\u5b83\u7684\u4ea7\u54c1\u5927\u89c4\u6a21\u6539\u540d\u8bb2\u8d77\u3002<\/p>\n

\u8fd9\u7bc7\u6587\u7ae0\u91cc\u9762\u51e0\u4e2a\u89c2\u70b9\u503c\u5f97\u6ce8\u610f\uff1a<\/p>\n

Renaming is expensive\uff08\u7ed9\u4ea7\u54c1\u6539\u540d\u662f\u4ee3\u4ef7\u9ad8\u6602\u7684\uff09:<\/strong><\/p>\n

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Steve Johnson said:
A few years ago, one of my collegues at CA told me that they estimated the cost of renaming a product at $1,000,000<\/strong>.<\/p>\n<\/blockquote>\n

Renaming is hard\uff08\u7ed9\u4ea7\u54c1\u6539\u540d\u662f\u5f88\u96be\u505a\u7684\uff09:<\/strong><\/p>\n

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Steve Johnson said:
As those of us who have worked closely with code know, as much as we might plan to put the product name in a constant so it can be easily changed, the product name is usually hard-coded in plenty of places<\/strong>. A name change isn’t as trivial as it appears to marketing and management<\/strong>. Nothing seems difficult to those who don’t actually have to do it.<\/p>\n<\/blockquote>\n

Invest in promotion for the suites rather than the individual products\uff08\u5e02\u573a\u63a8\u5e7f\u8d39\u7528\u5e94\u8be5\u66f4\u591a\u7684\u82b1\u5728\u4ea7\u54c1\u65cf\/\u7cfb\u5217\u4e0a\uff0c\u800c\u4e0d\u662f\u5355\u72ec\u7684\u4e2a\u522b\u4ea7\u54c1\u4e0a\uff09:<\/strong><\/p>\n

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Steve Johnson said:
Even Microsoft, with all of their marketing money, tends to invest in promotion for the suites rather than the products<\/strong>. That is, MS Office tends to get the lion’s share of promotional spending rather than individual products like Word or Visio.<\/p>\n<\/blockquote>\n

Different strategies for naming on B2C or B2B products\uff08\u5bf9B2C\u6216B2B\u7684\u4ea7\u54c1\u7684\u547d\u540d\u7b56\u7565\u662f\u4e0d\u4e00\u6837\u7684\uff09:<\/strong><\/p>\n

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Steve Johnson said:
There are two strategies for naming: descriptive or unique<\/strong>. Names that are unique like iPod, Nuvi, and RAZR work best for B2C products. For B2B products, the descriptive approach, such as that CA is following, is best.<\/p>\n<\/blockquote>\n

\u6211\u4e2a\u4eba\u7406\u89e3\u8fd9\u91cc\u7684B2C\u5c31\u662f\u6d88\u8d39\u7ea7\u4ea7\u54c1\uff08\u76ee\u6807\u5ba2\u6237\u662f\u4e2a\u4eba\u6d88\u8d39\u8005\uff09\uff0c\u800cB2B\u662f\u6307\u4f01\u4e1a\u7ea7\u4ea7\u54c1\uff08\u76ee\u6807\u5ba2\u6237\u662f\u4f01\u4e1a\u7ea7\u7528\u6237\uff09\u3002<\/p>\n

\u5ef6\u4f38\u9605\u8bfb\uff1a<\/p>\n