几年前,当中国的孩子们欣喜地从商店里买到各种式样新颖、使用方便的活动铅笔时,那些木杆铅笔的制造商仿佛一夜之间被推到绝望的境地,大量木杆铅笔沉睡在工厂的仓库里.基于保护视力和安全耐用这二个因素,消费者重新选择了木杆铅笔,沉睡了二、三年之久的木杆铅笔又苏醒过来,得以新生,重新畅销于市.很多人或许会认为是消费者决定了一个产品的命运,笔者认为并非完全如此.造成产品滞销的原因是多方面的,概括起来有二大类:一是产品本身的质量、档次、功能等滞后于消费水平的发展,或者直接表现为质量下降,信誉破坏.二是消费者的需求趋于更新更奇更高水准,市场的开放,可供选择的新品种新样式,在更大程度上刺激了消费者的求新欲望. A few years ago, when Chinese children were delighted to buy a variety of innovative, easy-to-use activity pencils from stores, the manufacturers of wooden pencils seemed to be pushed to desperation overnight, with a lot of wooden pencils. Sleeping in the factory’s warehouse. Based on the two factors of protecting eyesight, safety, and durability, consumers re-selected wooden pencils. The wooden pencil that slept for two or three years revived and revived. Many people may think that the consumer has determined the fate of a product. The author believes that this is not entirely the case. There are many reasons for the unsalable products. There are two general categories: First, the quality, grade, function, etc. of the product itself. Lagging behind the development of consumption levels, or directly as a decline in quality, reputation damage. Second, consumer demand tends to update a more exotic and higher level, the market is open, new varieties of alternatives to choose from, to a greater extent Stimulate consumers’ desire for new ideas.