互联网时代,产品的概念已经呈现膨胀趋势,其内涵与外延的边界日渐模糊。甚至可以说,产品的外延日益渗入内涵之中。对各式各样的产品来说,互联网时代也许是一个最为残酷的时代。在层出不穷的新技术推动下,市场竞争更加快节奏、高烈度。这其中,很多产品倏忽而兴,却又难逃脱倏忽而亡的命运。由此,有识之士纷纷发出“回归产品为王”的呐喊。产品固然是一切战略和营销的基石,但是,要想重返产品的核心本质,就必须在全新的环境下重新厘清“产品”到底是什么。那些取得极大成功的所谓“爆品”有一个共同的现象:产品的概念已经呈现膨 In the Internet age, the concept of product has shown an expanding trend, and the boundary between its connotation and extension has become increasingly vague. It can even be said that the extension of the product increasingly penetrates into the connotation. For a wide range of products, the Internet age may be one of the most brutal times. Driven by the endless stream of new technologies, competition in the market is becoming more rapid and intense. Among them, many products suddenly rise, but can not escape the fate of death suddenly. As a result, people of insight have issued “Return to the product as the king ” cry. Products are, of course, the cornerstone of any strategy and marketing, but in order to return to the core essence of the product, it is imperative to re-define the “product” in the new environment. The so-called “explosives” that have achieved great success have a common phenomenon: the concept of the product has been exaggerated