产品为王时代,品牌传播“一句话定乾坤”的老办法会退出历史的舞台。以互联网技术为先导,产品在营销组合中的重要性在各个行业一直在加强,这一趋势还会席卷更多的行业。让产品重回营销组合中心的关键原因是信息不对称的大幅减少。过去品牌运营商可以通过针对性策划及控制传播渠道资源,让消费者既无处可躲,也很难大面积影响其他消费者对某一品牌的看法。而社交媒体的出现改变了这一力量对比。互联网首先分解了传播渠道的垄断性,消费者 Products for the king era, brand communication “old saying goes ” old method will withdraw from the stage of history. The Internet technology as the guide, the importance of products in the marketing mix has been strengthened in various industries, this trend will swept more industries. The key reason for bringing products back to the marketing mix center is a dramatic reduction in information asymmetry. In the past, brand operators could plan and control their distribution channel resources so that consumers could neither hide nor influence the perception of other consumers on a particular brand. The advent of social media has changed the balance of power. The Internet first decomposes the monopoly of the distribution channel to consumers