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来源：百度知道 编辑：UC知道 时间：2024/06/14 13:17:57
Recently, Alessi has been related in the media more to plastic production
than to steel that has for a long time been the company’s core competence.
This is partly because the media brings plastic products in are colorful
and therefore eye-catching illustrations and partly because plastic
products are comparatively inexpensive and their number of sale is relatively
high. This however can be considered a problem for the company’s
image, since the company’s stainless steel production is based partly on
values contrary compared to the plastic production. Stainless steel is considered
ecological because of its durability while plastic is considered
disposable material. Design of the stainless steel products is of highculture
tradition while plastic products have their roots and reference in
popular culture. To hold the different categories and associations of the
brand together is indeed the current challenge for Alessi design as
than to steel that has for a long time been the company’s core competence.
This is partly because the media brings plastic products in are colorful
and therefore eye-catching illustrations and partly because plastic
products are comparatively inexpensive and their number of sale is relatively
high. This however can be considered a problem for the company’s
image, since the company’s stainless steel production is based partly on
values contrary compared to the plastic production. Stainless steel is considered
ecological because of its durability while plastic is considered
disposable material. Design of the stainless steel products is of highculture
tradition while plastic products have their roots and reference in
popular culture. To hold the different categories and associations of the
brand together is indeed the current challenge for Alessi design as
近年来，Alessi（爱丽信）公司在塑料产业方面的媒体报导比公司长期的核心产业——钢铁产业方面的报导还多。一方面是因为媒体以相对更丰富而吸引大众的手段宣传塑料制品；另一方面原因则是塑料制品成本低，相对销售量大。然而，这会影响到公司形象，因为该公司的不锈钢产品价值是通过塑料产品的价值而得以体现的。由于不锈钢制品寿命很长，而塑料制品多被视为一次性用品，因此，不锈钢制品被视为环保产品。不锈钢制品的制作工艺具有高文化色彩，而塑料制品的制作只是基于大众文化。现在，Alessi公司的面临的挑战就是如何将两种不同类型的产品有机地结合起来，并将它们推广销售。
下文分析了Alessi公司打造其品牌的全程，并说明公司统一品牌的核心要素。