Product attribute refers to the inherent nature of the product itself, which is a collection of product differences in different fields (different from other product properties).In other words, product attributes are a collection of product attributes and product differences.The factors that determine product attributes are composed of the following different fields.Each factor defines the nature of the product in its own field.The nature of products in each attribute field plays different roles, positions and weights in the process of product operation.The products presented to consumers are these different attributesInteractionResults.
Maslow's needsTheory of LevelsTell us that people's needs are divided into different levels, fromPhysiological needs, security needs to social needs toSelf realization needs, which implements aMaterial requirementsTo society, spiritCultural needsThe sublimation of.Different products meet the needs of consumers at different levels.The level of demand determines how the material and spirit of the product areCultural levelRealize unified.
Barriers to industry entryCapital intensiveIt is the technology intensive factors that determine the intensity of industry competition faced by products.How many industries can formOligopoly, however, inoligarchIn the process of formation, this kind of competition is fierce and disorderly to some extent.Disorderly competition will lead toconsumes'interestsLoss.Enterprises need to identify the marketCompetitive structure, from which we can formulate our ownCompetitive strategy。
Price grade
The price is finally formed byrelation between supply and demandAnd the competitive situation.The price determines whether the product is a luxury or not at the macro levelnecessity, which is also the embodiment of consumers' needs at different levels.Consumers' micro view of pricesusceptibility, elasticity and macroprice elasticity These two aspectsPrescriptiveThis determines the price hierarchy of the product.
Channel characteristics
The corresponding to the mass market is the nice market.ChannelConcentrationThe channel characteristics are determined by product demand and consumer characteristics, which in turn form the channel attributes of products.Products sold in different channelspricing strategy And communication and promotion strategies are very different.
Social attribute
Just as an individual has never existed in isolation in society, the consumption of some products has never been justIndividual consumptionEmbodiment of.Some products related to the national economy and people's livelihood have quiteSocial。The fluctuation of this kind of industry affects all aspects above the society.Confidence in consumption, trust in enterprises and trust in the government ultimately determine confidence in economic recovery.
Security Attributes
Some products do not mainly meet the safety needs of consumers.But consumers' demand for security determines the security attributes of these products.Food, cosmetics, housing, transportation and other products belong to this category.Food safetyMature marketIt has been gradually improved, and has become more perfect, almost harsh.This is also the concern of food and other industries for consumers, and also represents the future of industry development.
The difference of product attributes determines that the propagation attributes of different product categories are also different.Furthermore, the carrier, receptor, means andinfluence factorAll are different.Specifically:
1. The product attribute determines the main complaint of communication: function oriented orEmotional appeal；
2. Product attribute determinationBrand communicationThe degree of combination with functional communication in different media;
4. Product attributes determine the weight and combination of advertising, public relations, events, public welfare, channel activities and other means of communication;
Product attributes also determine the psychological attributes of consumer experience.Products can be roughly divided intoPerceptual commodity, rational goods and goods between sensibility and rationality.And correspondingly differentCustomer psychologyAttribute is also increasingly becoming a key factor in the success or failure of marketing.Enterprises must create an experience consistent with the psychological attributes of target customers according to their own product attributes, so that their products can become "life empathy" products that can resonate with consumers.
