行销研究探究 产品概念.pptVIP

產品概念 產品概念(Product Concept) 主要是敘述一個產品所要滿足消費者的慾望與需求，以及該產品如何滿足這些慾望與需求的原因與想法 其主要內容包括下面三個部份 說明該產品所要解決消費者未被滿足之需求(Unmet Needs) 說明這產品為什麼可以滿足這些未被滿足的需求(Why) 敘述這些產品主要的一些特徵、功能，以及價格或服務相關的資訊。(What) 產品概念發展的階梯式需求 階梯式需求 成分?有形與無形功能?實體問題解決?心理問題解決 例一、zpt成分抗屑功能?使頭皮屑不會產生?保持個人清潔形象?工作更有信心 例二、Pitera成分?細胞活化?減少皺紋?看不出年齡?社交更有信心 例三、四分之一乳霜?滋潤皮膚頭髮?皮膚頭髮不乾躁?更美麗的肌膚與頭髮?生活更有自信 產品概念發展的階梯式需求注意事項 研究階梯式需求是由內而外，撰寫研究階梯式需求是由外而內 消費品的產品（或品牌）概念至少要說明到第三層次，相反的，工業品可能只要說明前兩層次 新消費品的產品（或品牌）概念如果不能在前三層次上具競爭優勢，可能必須加入第四或第五層次的部份 不過愈高層次的形象建立，所需的行銷成本就愈多 愈高層次的形象建立更需長期一致的定位 如果產品屬於是經驗品，產品概念需與產品表現可以配合 行銷研究 by Jyh-Shen Chiou * Focus Group 的優缺點與用途 優點 First hand data More complex data Fast Less expensive Flexible 缺點 用途 行銷研究 by Jyh-Shen Chiou * 行銷研究 by Jyh-Shen Chiou * Things that You Should Know about Focus Group: Format Design The discussion should progress from the more general to the more focused. A non-threatening “group formation” opening subject is a good conversation starter. But don’t take too long. Develop broad topics to be covered. The detailed questions can be placed under these broad topics 行銷研究 by Jyh-Shen Chiou * Things that You Should Know about Focus Group: Focus group execution Groups become more sociable as their together time increase; thus, personal vulnerability is greater with time. Focus on what they know. Each subjects should be finished within 20 minutes. Ask “what and who” before why Should not allow one or two strong personalities to dominate the discussion. Do debrief after each section. 行銷研究 by Jyh-Shen Chiou * Possible Group Formation Questions History giving Your greatest frustration Describe your best…… Nametag creation exercise 行銷研究 by Jyh-Shen Chiou * Possible Group Performing Questions Let’s list the attributes/benefits/problems, etc. While you are drying and styling your hair, give me a step-by-step description of what you are doing, why, and describe the results you are getting/not getting.” Laddering Method 行銷研究 by Jyh-Shen Chiou * Some dos of Focus Group Do think of the interview as a conve