行销研究 产品概念.pptxVIP

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，可能必須参加第四或第五層次的部份不過愈高層次的形象建立，所需的行銷本钱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Focus Group 的優缺點與用途優點First hand dataMore complex dataFastLess expensiveFlexible缺點用途Things that You Should Know about Focus Group: Format DesignThe 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 topicsThings that You Should Know about Focus Group: Focus group executionGroups 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 whyShould not allow one or two strong personalities to dominate the discussion.Do debrief after each section.Possible Group Formation QuestionsHistory givingYour greatest frustrationDescribe your best……Nametag creation exercisePossible Group Performing QuestionsLet’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 Some dos of Focus Group Do think of the interview as a conversationDo listen intently to what she saysDo avoid assumption based on personal experienceDo be courteousDo remember you are searching impressions, not numbers.Some don’ts of Focus GroupDon’t hesitate to apologizeDon’t hesita