文化艺术管理学运营管理产品设计.pptVIP

第六章 运营管理 节三 产品设计 一、Product A product is the physical object (hardware, food, medicine), software or service from which customer gets direct utility plus a number of other factors, services and perceptions that make the product: Useful Desirable Convenient Whole Product Concept A product, to the potential customer, is value satisfaction The generic “thing” or “device” is not itself the product. It is the minimum necessary to get into the “game” A product has meaning only from the viewpoint of the customer or the ultimate user. Only the buyer or the user can assign value 产品整体概念 核心利益 最基本的层次是核心利益，即顾客真正所购买的基本服务或利益。在旅馆，夜宿旅客真正要购买的是休息与睡眠。对于唇膏，妇女们真正要购买的是希望。 The Generic Product The generic product is the rudimentary “thing” without which there is no chance to participate in the market: for a bank: loanable funds for a realtor: “for sale” properties for a lawyer: the bar exam certificate for WebTV: the box for satellite TV: the antenna and receiver box The Expected Product The expected product represents the customer’s minimal expectations Delivery conditions, installation services, post-sale services, spare parts, training, packaging conveniences the bank: the loan officer who is cooperative the realtor: who is on your side the lawyer: who protects you the WebTV: that only connects to a few home shopping channels the Satellite TV retailer: that does not offer installation support to an old man The Expected Product, cont’d The expected attributes vary by customers and industries They could be sources of product differentiation depending on how well suppliers do them The Augmented Product Customer may be offered more than what she thinks she needs or expects Computer that comes with “Office 2000” already installed Optical store that replaces customer’s lost contact lenses nights weekends and delivers them to customer’s home Augmentations are means of product differentiation They could also create customer dependency on the supplier enlarge or