Product refers to anything that is used and consumed by people and can meet certain needs of people, including tangible goods, intangible services, organizations, concepts or their combinations.Products can generally be divided into five levels, namelyCore products, basic productsExpected products、Additional products、Potential products。Core product refers to the overall product provided topurchaserThe direct benefits and utility of;The basic product is the macro view of the core product;The expected product refers to the customer'sBuy productsA set of characteristics or conditions that are generally expected to be obtained;Additional products refer to more thanCustomer expectationsProducts;Potential product refers to the possible improvement and change of product or development in the future.
Product is the result of "a group of interrelated or interacting activities that transform input into output", that is, the result of "process".In the economic field, it can also be understood as any product or combination of products manufactured by an organization.stayModern Chinese DictionaryIt is interpreted as "produced goods".
In short, "the functions and services created for operation to meet market needs" are products.
The product is a complex of goods and services for use。
Product definitionAt present, there are two academic directions.One is based on“marketing management ”Is the orientation;The other is based on the whole "basic concept of enterprise management".
1. Marketing management direction
Definition of product: anything that attracts attention, obtains, uses or consumes to satisfy desires or needs.
Consumers buy not only the entity of the product, but also theCore interests(i.e. the basic utility and benefits provided to consumers).The entity of the product is called general product, which is the basic form of the product. Only by attaching to the product entity, can the core interests of the product be realized.Expected productsIt is a series of attributes and conditions expected by consumers when purchasing products.Additional productsIt is the fourth level of the product, that is, the additional services and benefits included in the product.The fifth level of products isPotential productsThe potential product indicates all possible additions and changes to the product.
In the supply chain, the products of upstream factories are the production raw materials or consumables of downstream factories, such as plastic granules, paper boxes, glass chips, computersa central processor, paint, etc.
2. Basic concept direction of enterprise management
Product definition: the collection of all perceived things and images related to the realization of needs in the process of realizing needs.[3]
The characteristics of this definition are: first, a product is a process rather than a static thing, and the process of selection, payment, installation, use, scrap, etc. may belong to a product;Second, the product is not something provided by the enterprise, but something belonging to the customer. The essence of the product is the customer's "perception". It depends on the customer and cannot exist independently of the customer;Thirdly, image is also an important component of products. Image comes from perception. Image includes memory image and imagination image.[3]
Here, "perception" is a psychological concept, which is often translated as "perception".Perception and perception aresynonym。
The product is the only connection between the enterprise and the outside world, and also the only support for the survival of the enterprise.[3]
concept
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1. "Product Concept"[1]It is a subjective idea that enterprises want to inject into customers' minds about products. It is a product idea expressed in the language of consumers.
Generally, the product concept is expressed in words or described in pictures. Generally, a complete product concept consists of four parts:
① Consumer insight: from the perspective of consumers, put forward the relevant issues of their heart;
② Benefit commitment: explain what benefits the product can provide for consumers;
③ Support points: explain which features of the product solve the problems raised in consumer insights;
④ Conclusion: Use a summary language (preferably a sentence) to express the essence of the above three points.
The product concept requires that the product introduction to consumers can be clear enough and attractive to consumers!
2. The narrow concept of product: goods produced;
The broad concept of product: a carrier that can meet people's needs.
The "Overall Concept" of Products -- People's OrientationMarket supplyAny tangible goods that can meet certain needs of consumers or users andIntangible services。
social needs It is constantly changing, so the variety, specification and style of products will also change accordingly.The continuous emergence of new products, the continuous improvement of product quality and the continuous increase of product quantity are the prominent features of the economic development of modern society.
3. Overall product concept
Since the 1990s, Philippe Kotler and other scholars have tended to use five levels to express the concept of product as a whole, believing that the five levels can more profoundly and accurately express the meaning of the concept of product as a whole.Overall product concept requirementsMarketing personnelWhen planning market supplies, consider the availability ofCustomer valueFive levels of.The five basic levels of the overall product concept are:
（1）Core products。Core products refer to the basic utility or benefits of products provided to customers.Fundamentally, each product is essentially a service to solve problems.Therefore, marketing personnel must have the basic utility or benefit to reflect the core needs of customers when selling any product to customers.
(2) Formal products.Formal product refers to the form by which core products are realized.There are five characteristics, namely, quality, style, characteristics, trademark and packaging.Even pure services have similar formal characteristics.
(3) Expected products.Expected product refers to a set of attributes and conditions closely related to the product that buyers expect during the purchase of the product.
(4) Extended products.Extended products refer to the sum of various benefits that customers acquire when purchasing formal products and expected products, includingProduct specificationGuarantee, installation, maintenance, delivery, technical training, etc.The success of many enterprises at home and abroad, to a certain extent, should be attributed to their better understanding of the importance of service in the overall concept of products.
(5) Potential products.Potential products refer to existing products, including all additional products, which may develop into the potential state of future final products.Potential products point out the possible evolution trend and prospect of existing products.[1]
classification
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1. Marketing management direction
service
It is usually invisible and is the result of the contact activities between the supplier (the organization and individual providing the product) and the customer (the organization and individual receiving the product) and the supplier's internal activities to meet the customer's needs, and is the result of at least one activity that needs to be completed in the contact between the supplier and the customer.Such as medical treatment, transportation, consultation, finance and trade, tourism, education, etc.The provision of services can involve:Tangible productsActivities completed on (for example, a repaired car);Intangible products provided to customers (e.gIncome Statement）Activities completed on;Delivery of intangible products (such as the provision of information on knowledge transfer);Create an atmosphere for customers (e.g. in hotels and restaurants).Service features include: securityConfidentiality, environmental comfort, credit, civility, andwaiting timeEtc.
Software
Composed of information, it is an intellectual creation composed of information expressed by supporting media. It is usually an intangible product and can be used in methods, records orprogramExists in the form of.Such as computer programs, dictionariesInformation recordEtc.
Hardware
Hardware is usually a tangible product, which isDiscontinuityA product with a specific shape.For example, TV sets, components, buildings, mechanical parts, etc., their quantities have the characteristics of counting and are often described by counting characteristics.
Process materials are usually tangible products, which transform raw materials into tangible products in a specific state, which may be fluid, gas, granular or banded.Such as lubricating oil and cloth, whose quantity is continuousMetrological characteristicsDescription.
A product can be composed of two or more different categories of productsProcess materials）The distinction between them depends on their dominant components.For example, the external product "automobile" is composed of hardware (such as tires), process materials (such as fuelCoolant）, software (e.g. enginecontrol software , driver's manual) and services (as done by the sales staffOperating Instructions）Consists of.Hardware and process materials are often referred to as goods.The term "hardware" or "service" mainly depends on the dominant component of the product.For example, passenger airlines mainly provide air transport services for passengers, but also provide snacks, drinks and other hardware during flight.
qaFocus on expected products.ThisDefinition descriptionProduct is a broad concept, which can be either the final product delivered to customers orProduction processSemi finished products and purchased parts in.Quality AssuranceThe focus is on the expected products. The unexpected products refer to the waste liquid, waste gas, waste materials and other substances generated during the production of the expected products, which may cause environmental pollution. They do not belong to the scope of quality management, but belong toEnvironmental management systemCategory of.
Product classification can be classified from the demander dimension, time process dimension and collaboration dimension between products.If divided from the demander dimension, products can be divided into "final products" and“Intermediate products”Two types;If classified from the time process dimension, products can be divided into "stage products" and "complete products";If classified from the dimension of collaboration between products, products can be divided into "this product" and "opportunity product".[3]
Final products and intermediate products
The final product is the finalConsumer perceptionThe product of is the product with the terminal product as the core perception object;Intermediate products are products with intermediate products as the core perception object, which are perceived by end product providers or intermediate product providers in order to finally provide end products.
Stage products and complete products
Stage products are products that people perceive in a certain period of time;A complete product is a product that can meet people's independent and complete needs.Stage products are only meaningful for research, and complete products are what we should remember in practiceProduct Concept。
This product and opportunity product
In the face of a complete product, we often find that we can graft another (or more) complete product by using a part of the complete product, or even just something related to it, and the newly grafted complete product will be produced with the original complete productsynergistic effect。Here we call the original complete product "this product", and the later grafted complete product "opportunity product".such asYu EbaoIt is the composition of Taobao grafted on this product——Alipay——Above.[3]
Product composition
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The product can be divided into three major components: core component, auxiliary component and supplementary component.[3]
There are two types of core composition: the first is the part of the product that can determine the nature of the product;The second core component is the product part that the demander most cares about.There is only one core. When there is conflict between the two cores, the second most important product part shall prevail.
There are also two types of product supplement composition: the first is called general supplement composition, that is, in order to achieve a complete demand, it must be composed of products that people supplement themselves, such as bagsinstant noodlesThe bowls, boiled water and chopsticks that need to be self replenished cannot meet a complete demand without supplementary composition, that is, to achieve a complete product;The second is the non market supplementary composition, that is, the composition of the non market part related to the realization of a complete demand.There can be many complementary components, which do not constitute conflicts as core components do.
Product auxiliary composition is auxiliaryProduct coreThe composition of composition is other components besides the core composition and supplementary composition.[3]
Hierarchy Introduction
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The product includes the following five levels
Core productsThat is, the basic services or benefits that customers really buy. Fundamentally, every product is essentially a service to solve problems.stayOverall product conceptMiddle is the most basic and important part.
Formal products: refers to the form by which the core product is realized ortarget marketA specific form of satisfaction of a requirement.It consists of five characteristics, including quality, style, characteristics, trademark and packaging.
Expected product: i.epurchaserstayBuy productsA set of attributes and conditions closely related to the product expected in the period.
Extended products: refers to the sum of various benefits that customers obtain when purchasing formal products and expected products, including instructions, guarantees, installation, maintenance, deliveryTechnical trainingEtc.
Potential products: refer to existing products, including all additional products, which may develop into the futureFinal productOfPotential statusProducts.Potential products indicate the possibleEvolution trendAnd prospects.
Main differences
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Definition of goods: in the space-time scene and process of exchange, products can be called goods
The difference between products and commodities is that products can be called products before and after exchange.When a product enters the use process through transaction exchange, if there is no exchange scenario, it can no longer be called a commodity. It can only be called a product.When the product is in the exchange scenario again, it can also be called a commodity in the time space when the transaction exchange is about to take place.Commodities are products before trading and exchange. After trading and exchange, products can not be called commodities, but only products.
laws and regulations
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1. OnThe People's Republic of ChinaThose engaged in production and sales of products in China must comply withLaw of the People's Republic of China on Product Quality。Producers and sellers shall bear the responsibility according to the provisions of this lawProduct quality responsibility。The term "products" as mentioned in this Law refers to products that have been processed and manufactured for sale.the state councilProduct quality supervisionThe department is in charge of national product quality supervision.The relevant departments of the State Council shall be responsible for the supervision of product quality within the scope of their respective duties.The local departments for supervision over product quality at or above the county level shall be in charge of supervision over product quality within their respective administrative areas.The relevant departments of the local people's governments at or above the county level shall be responsible for the supervision of product quality within the scope of their respective duties.
3. Consumers have the right to inquire about the quality of products from the producers and sellers;The department receiving the appeal shall be responsible for handling the appeal to the product quality supervision department, the industrial and commercial administration department and relevant departments.protect consumers ' rightOfsocial organizationIt may suggest that the relevant departments should be responsible for handling the product quality problems reported by consumers, and support consumers to bring a lawsuit to the people's court for damages caused by product quality.Claims for damages due to product defectsLimitation periodIt is two years, counting from the time when the parties know or should know that their rights and interests have been damaged.Claims for damages due to product defectsRight of claim, after causing damagedefective productDelivery to the initial consumer has been lost for ten years;However, those that have not exceeded the stated safe use period are excluded.military projectProduct quality supervision and managementThe measures shall be formulated separately by the State Council and the Central Military Commission.
Product concept
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Kotler
In 1995, P. Kotler wrote a monograph on Market Management: Analysis, Planning, Implementation and ControlRevision, setProduct ConceptThe connotation of the "three hierarchy" theory is expanded to the "five hierarchy" theory, which includes core benefit, general product, expected product, augmented product and potential product.Since P · Kotler in his works mostly explained the meaning of each level, and did not compare it with the difference of the three-level structure theory, this new concept is still simply understood as "the connotation continues to expand and the level continues to deepen" after being introduced into China, that is, it is considered as“Customer satisfactionThe concrete embodiment of the theory in the product ".
Mark Perry
After summarizing the views of several scholars, Dr. Mark Perry believes that,Product attributesIncluding internal, external, performance and abstraction.
The intrinsic attribute refers to the physical composition of the product.
External attributes refer to attributes that are not physical components of the product and can be evaluated without use, including brand, packaging, service and price.
The performance attribute refers to the way in which the product functions, which can only be evaluated through use.There are subjective and objective evaluation methods.
Abstract attribute refers to the collection of information contained in multiple attributes into a certain attribute, includingweightingMultiple attributes, user intention attributes, and usage context attributes.
You can use onewritten languageTo express the above sentence: product portfolio refers to the "big category" of all products produced or sold by enterprisesProduct Items”Composition;
A colloquial word can be used to express that sentence: product structure refers to the composition of "major products" of all products produced or sold by the enterprise;
What types of products does your company have?Product line ≥ product (large) category/Product line；
The above sentence can be expressed in a written language: product line refers to a group of products that are closely related in technology and structure, have the same use function and different specifications, but meet the needs of the same kind. Generally, there are many different product projects in the product line;
You can use a colloquial word to express that sentence:Product category/Product category/product family, that is to say, in the product portfolioWork pointsFor how many different categories;
How many kinds of products do you have in this category?Product items ≥ varieties of product categories/specifications in product categories;
The above sentence can be expressed in a written language: product items, that is, products in a large category are divided into different specific products according to different characteristics such as specifications and quality;
You can use a colloquial word to express that sentence: so and so products, that is, certain products.
Product form
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Product formyesProduct InformationThe vehicle design based on morphological semantics is uniqueModeling languageThe basic content of the product is transmitted to the outside world through the silent medium of product form, so as to reach the artistic realm of "silence is better than sound".With the change of the times, especially technologymanufacturing processWith the evolution of, vehicles pay more attention toProduct Semantics A good form reflects the timesMental outlook, caters to people's aesthetic interest, and even influences and guides people'sConsumption habits。For example, when we see a new car, observe its smooth surface, open the door, and holdSteering wheelListen to the roar of the motor, experience the pleasure of acceleration, and savor the connotation of the brand. You will be moved by this. This is the function of the product form of "conveying feelings".
However, the traditional vehicle design takes usability as the main goal, more considerationProduct FunctionsThe realization of, the reasonable structure, without taking people as the design goalMaterial requirementsOn the basis of ignoring the spiritual and emotional needs of the design.JustAutomobile DesignIn terms of modeling, there are monotonous colors, improper matching, large size, stiff linesdisplay device Not humanized and many other problems.The low external appearance leads to the overall quality of automobile design being greatly reduced and lostInternational competitiveness。Therefore, as a product of human wisdom, vehicle design is a collection of several interrelated elements, including function, structure, shape, color, environment and other elementsDesign conceptTo create more fashionable and beautiful vehicles.
Product and innovation
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Product innovationFrom the structure, function, operabilitySustainabilityAnd the compatibility with the environment, so as to reduce the blindness of innovation activities and improve the efficiency and effect of innovation.[2]
