Further Study on Mediums" Role in Identity Management
Two properties of product and service The reason that product and service can be regarded as medium is because they have two properties.
For instance, the products, on the one hand they are consume goods, a chocolate is a type of candy can be consumed; on the other hand they are medium to pass messages while being consumed.
The services, for example, when staff introduce a pair of shoes to customer, on the one hand it is a straight forward service, on the other the service has another property of being a medium to communicate with customer.
Many medium have these two properties: practical, physical and consumable on the one hand, acting or playing communication role on the other.
These two properties are tightly packed in one form of "messenger".
A good merchant will not only trade the goods, but also use the goods to advertise what he is doing.
Some other means of medium predominantly are sole medium, such as, name card, leaflets, catalogs, posters...
The importance to include product and service as medium is that to understand where the identity management should start in its cycle.
We can see a chain of medium instead of an isolated single medium act as an integrated medium to play their role in identity management.
For instant, a pair of shoes, a retailer who sells this pair of shoes, his or her service, poster, leaflets, catalogs, newspaper adverts, magazine adverts, television adverts and online promotion...
a variety of means right from start of operation forms the integrated medium to communicate with the public.
And each of the means acts as one of the links in a chain to deliver the whole message.
This tells corporate managers, identity management rely on the correctness of each chain and the chain as a whole.
The chain (identity management) has its start point, it does not start from a product reaches consumer or a service reaches consumer, it starts much earlier.
A product identity management cycle starts from the point when a product preparation starts, from its start point to a product actually reaches consumer, a medium role of a product is covered by a role of production.
The two roles exist in the same period from start to a product reaches consumer.
Normally people just treat this period as production process and ignore the fact that they actually start identity management, too.
This is because not all managers have noted that a product has two properties in theoretical level.
To understand this two- property theory will make difference.
For instance, if a marketing manager has a sound knowledge of a product in its production process, he will know what the good message this product carries is, vice-versa.
So in his advert plan or marketing strategy he will make a good use of this.
In this sense, getting product right is not just workshop managers duty, marketing managers should also have production knowledge for marketing purposes.
When a product reaches consumer, it starts another phase of identity management cycle.
In the new phase the product character of the role as medium will appear much clearer than last phase.
Marketing managers will gather Perceived Perception and pass them to a higher level of management who will then decide responses, some of them which related to product will be sent to the start point to complete an identity management cycle.
For instance, the products, on the one hand they are consume goods, a chocolate is a type of candy can be consumed; on the other hand they are medium to pass messages while being consumed.
The services, for example, when staff introduce a pair of shoes to customer, on the one hand it is a straight forward service, on the other the service has another property of being a medium to communicate with customer.
Many medium have these two properties: practical, physical and consumable on the one hand, acting or playing communication role on the other.
These two properties are tightly packed in one form of "messenger".
A good merchant will not only trade the goods, but also use the goods to advertise what he is doing.
Some other means of medium predominantly are sole medium, such as, name card, leaflets, catalogs, posters...
The importance to include product and service as medium is that to understand where the identity management should start in its cycle.
We can see a chain of medium instead of an isolated single medium act as an integrated medium to play their role in identity management.
For instant, a pair of shoes, a retailer who sells this pair of shoes, his or her service, poster, leaflets, catalogs, newspaper adverts, magazine adverts, television adverts and online promotion...
a variety of means right from start of operation forms the integrated medium to communicate with the public.
And each of the means acts as one of the links in a chain to deliver the whole message.
This tells corporate managers, identity management rely on the correctness of each chain and the chain as a whole.
The chain (identity management) has its start point, it does not start from a product reaches consumer or a service reaches consumer, it starts much earlier.
A product identity management cycle starts from the point when a product preparation starts, from its start point to a product actually reaches consumer, a medium role of a product is covered by a role of production.
The two roles exist in the same period from start to a product reaches consumer.
Normally people just treat this period as production process and ignore the fact that they actually start identity management, too.
This is because not all managers have noted that a product has two properties in theoretical level.
To understand this two- property theory will make difference.
For instance, if a marketing manager has a sound knowledge of a product in its production process, he will know what the good message this product carries is, vice-versa.
So in his advert plan or marketing strategy he will make a good use of this.
In this sense, getting product right is not just workshop managers duty, marketing managers should also have production knowledge for marketing purposes.
When a product reaches consumer, it starts another phase of identity management cycle.
In the new phase the product character of the role as medium will appear much clearer than last phase.
Marketing managers will gather Perceived Perception and pass them to a higher level of management who will then decide responses, some of them which related to product will be sent to the start point to complete an identity management cycle.
