塑造产品的独特品味与身份象征,是道具思维的关键。到底是什么因素促动消费者购买这一种商品,而不是另一种商品?消费者在做购买决策的时候,一定会思考所选购的商品能够给自己带来什么样消费体验或消费价值。如果这件商品能够满足他的某一个基本功能性需求,这件商品就具备了工具价值;如果这件商品在满足基本功能性需求之外,还能为消费者带来某种独特的情感体验,这件商品就具备了玩具价值。 Shaping the product’s unique taste and identity symbol is the key to props thinking. In the end is what motivates consumers to buy this kind of goods, rather than another kind of goods? Consumers make buying decisions, they will think about the purchase of goods can give themselves what kind of consumer experience or consumer value . If the item meets one of his basic functional needs, the item possesses the value of the instrument; if the item offers some unique emotional experience to consumers in addition to meeting basic functional needs , This product has a toy value.