product

Definition

Productdefinitioncurrentlyhastwoacademicdirections.Oneisbasedontheorientationof"marketingmanagement";theotherisbasedontheorientationoftheentire"basicconceptofenterprisemanagement".

1.Marketingmanagementdirection

Definitionofproduct:Anythingthatisprovidedtothemarketasacommoditythatattractsattention,acquisition,use,orconsumptiontosatisfydesiresorneeds.

Whatconsumersbuyisnotonlytheentityoftheproduct,butalsothecorebenefitsoftheproduct(thatis,thebasicutilityandbenefitsprovidedtoconsumers).Theentityoftheproductiscalledthegeneralproduct,thatis,thebasicformoftheproduct.Onlybyattachingtotheproductentitycanthecorebenefitsoftheproductberealized.Expectedproductsareaseriesofattributesandconditionsthatconsumersexpectwhenpurchasingproducts.Additionalproductsarethefourthlevelofproducts,thatis,additionalservicesandbenefitsincludedintheproduct.Thefifthleveloftheproductisthepotentialproduct.Thepotentialproductindicatesallthepossibleadditionsandchangestotheproduct.

Inthesupplychain,theproductsoftheupper-classfactoriesaretheproductionmaterialsorconsumablesofthelower-classfactories,suchasplasticpellets,cardboardboxes,glasssheets,computercentralprocessingunits,paint,etc.

2.Basicconceptdirectionofenterprisemanagement

Productdefinition:Thecollectionofallperceptualthingsandimagesrelatedtotherealizationofthedemandintheprocessofpeople'srealizationofthedemand.

Characteristicsofthisdefinition:First,theproductisaproceduralthingratherthanastaticthing,fromtheselection,payment,installation,use,scrappingandotherprocessesmaybelongtotheproduct;second,theproductItisnotsomethingprovidedbytheenterprise,butsomethingthatbelongstothecustomer.Theessenceoftheproductisthecustomer's"perception".Itdependsonthecustomerandcannotexistindependentlyofthecustomer;third,theimageisalsoanimportantcomponentoftheproduct,andtheimagecomesfromtheperception,Imageincludesmemoryimageandimaginationimage.

The"perception"hereisapsychologicalconcept,anditisoftentranslatedas"perception".Perceptionandperceptionaresynonymous.

Productsaretheonlyconnectionbetweenthecompanyandtheoutsideworld,andtheonlysupportforthesurvivalofthecompany.

Concept

1."Productconcept"isasubjectiveideathatacompanywantstoinjectintothemindofacustomeraboutaproduct.Itisaproductideaexpressedinthelanguageofconsumers.

Generallyusewordstoexpressorusepicturestodescribetheproductconcept.Usuallyacompleteproductconceptconsistsoffourparts:

①Consumerinsight:ProposeitfromtheperspectiveofconsumersRelatedissuesofinnerconcern;

②Benefitpromise:explainwhatbenefitstheproductcanprovidetoconsumers;

③Supportpoint:explainwhichfeaturesoftheproductarehowtosolveconsumerinsights

④Summary:Usegenerallanguage(preferablyasentence)toexpresstheessenceoftheabovethreepoints.

Theproductconceptrequiresthattheconsumer'sproductintroductionbeclearenoughtobeattractivetoconsumers!

2.Narrowconceptofproduct:theitemtobeproduced;

Thebroadconceptofproduct:acarrierthatcanmeetpeople'sneeds.

The"holisticconcept"oftheproduct-anytangiblegoodsandintangibleservicesthatpeopleprovidetothemarketthatcanmeetcertainneedsofconsumersorusers.

Socialneedsareconstantlychanging.Therefore,productvarieties,specifications,andstyleswillalsochangeaccordingly.Thecontinuousemergenceofnewproducts,thecontinuousimprovementofproductquality,andthecontinuousincreaseinthenumberofproductsarethesalientfeaturesofmodernsocialandeconomicdevelopment.

3.Theoverallconceptoftheproduct

Sincethe1990s,scholarssuchasPhilipKotlerhavetendedtousefivelevelstoexpresstheoverallconceptoftheproduct,believingthatthefive-levelexpressionThemethodcanexpressthemeaningoftheoverallconceptoftheproductmoredeeplyandaccurately.Theoverallconceptoftheproductrequiresmarketerstoconsiderthefivelevelsthatcanprovidecustomervaluewhenplanningmarketsupplies.Thefivebasiclevelsoftheoverallproductconceptare:

(1)Coreproduct.Thecoreproductreferstothebasicutilityorbenefitoftheproductprovidedbythecustomer.Fundamentallyspeaking,eachproductisessentiallyaserviceprovidedtosolveproblems.Therefore,anyproductthatmarketersselltocustomersmusthavebasicutilityorbenefitsthatreflectthecoreneedsofcustomers.

(2)Formproducts.Formalproductreferstotheformbywhichthecoreproductisrealized.Therearefivecharacteristics,namelyquality,style,characteristics,trademarkandpackaging.Evenpureserviceshavesimilarformalcharacteristics.

(3)Expectedproducts.Expectedproductreferstoasetofattributesandconditionscloselyrelatedtotheproductthatthebuyerexpectstoobtainwhenpurchasingtheproduct.

(4)Extensionproducts.Extendedproductsrefertothesumofvariousbenefitsthatcustomersobtainwhentheypurchaseformalproductsandexpectedproducts,includingproductmanuals,guarantees,installation,maintenance,delivery,technicaltraining,etc.Toacertainextent,thesuccessofmanydomesticandforeigncompaniesshouldbeattributedtotheirbetterunderstandingoftheimportantpositionofserviceintheoverallconceptofproducts.

(5)Potentialproducts.Potentialproductsrefertoexistingproducts,includingalladditionalproducts,thatmaydevelopintothepotentialstateofthefinalproductinthefuture.Potentialproductspointoutthepossibleevolutiontrendsandprospectsofexistingproducts.

Classification

1.Marketingmanagementdirection

Service

Usuallyintangible,itisforsatisfactionTheneedsofcustomers,theactivitiesbetweensuppliers(organizationsandindividualsthatprovideproducts)andcustomers(organizationsandindividualsthatreceiveproducts)andtheresultsproducedbytheinternalactivitiesofthesupplier,andareincontactbetweenthesupplierandthecustomerTheresultofatleastoneactivityneedstobecompleted.Suchasmedicalcare,transportation,consulting,financeandtrade,tourism,education,etc.Theprovisionofservicesmayinvolve:activitiescompletedontangibleproductsprovidedtocustomers(suchasrepairedcars);activitiescompletedonintangibleproductsprovidedtocustomers(suchasincomestatementsrequiredtopreparetaxreturns);Deliveryofintangibleproducts(suchastheprovisionofinformationinknowledgetransfer);creatinganatmosphereforcustomers(suchasinhotelsandrestaurants).Servicefeaturesinclude:safety,confidentiality,environmentalcomfort,credit,civilityandcourtesy,andwaitingtime,etc.

Software

Itiscomposedofinformation.Itisanintellectualcreationcomposedofinformationexpressedbysupportingmedia.Itisusuallyanintangibleproduct,andcanbeExistintheformofrecordsorprocedures.Suchascomputerprograms,dictionaries,informationrecords,etc.

Hardware

Hardwareisusuallyatangibleproduct,adiscreteproductwithaspecificshape.Suchastelevisions,components,buildings,mechanicalparts,etc.,thequantityofwhichhasthecharacteristicofcounting,whichisoftendescribedbythecharacteristicofcounting.

Processmaterials

Processmaterialsareusuallytangibleproducts,whicharetangibleproductsthattransformrawmaterialsintoaspecificstate,andtheirstatemaybefluid,Gas,granular,ribbon.Suchaslubricatingoilandcloth,itsquantityhascontinuouscharacteristics,anditisoftendescribedbymeteringcharacteristics.

Aproductcanbecomposedoftwoormoredifferentcategoriesofproducts,andthedistinctionbetweenproductcategories(services,software,hardware,orprocessmaterials)dependsonitsdominantcomponents.Forexample:theexternallysuppliedproduct"car"ismadeupofhardware(suchastires),processmaterials(suchasfuel,coolant),software(suchasenginecontrolsoftware,driver'smanual)andservices(suchassalesstaff)Operatinginstructions).Hardwareandprocessmaterialsareoftencalledgoods.Whatiscalledhardwareorservicemainlydependsonthedominantcomponentoftheproduct.Forexample,passengerairlinesmainlyprovideairtransportationservicesforpassengers,buttheyalsoproviderefreshmentsduringtheflight.,Beveragesandotherhardware.

Qualityassurancemainlyfocusesontheexpectedproduct.Thedefinitionshowsthattheproductisabroadconcept,whichcanbethefinalproductdeliveredtothecustomer,orthesemi-finishedproductandexternalproductintheproductionprocess.Purchasedparts.Qualitymanagementfocusesonexpectedproducts.Unexpectedproductsrefertothewasteliquid,wastegas,wasteandothersubstancesthatmaycauseenvironmentalpollutionduringtheproductionofexpectedproducts,andarenotpartofqualitymanagement.Category,itbelongstothecategoryofenvironmentalmanagementsystem.

2.Basicconceptualdirectionofenterprisemanagement

Productclassificationcanbederivedfromthedimensionsofdemanders,timeprocess,andcollaborationbetweenproducts.Separateclassification.Ifdividedfromthedimensionsofdemanders,productscanbedividedintotwocategories:"finalproducts"and"intermediateproducts";ifclassifiedfromthetimeprocessdimension,productscanbedividedinto"phaseproducts"and"completeproducts"Category;ifclassifiedfromthedimensionofcollaborationbetweenproducts,productscanbedividedintotwocategories:"thisproduct"and"opportunityproducts".

Finalproductsandintermediateproducts

Thefinalproductistheproductthatthefinalconsumerperceives,anditistheproductwiththeterminalproductasthecoreperceptionobject;theintermediateproductistheproductwiththeintermediateproductasthecoreperceptionobject,whichistheendproductproviderortheintermediateproductproviderforFinally,provideterminalproductsandperceiveproducts.

Phaseproductsandcompleteproducts

Phaseproductsareproductsthatpeopleperceiveinacertainperiodoftime;completeAproductisaproductthatcanmeetpeople'sindependentandcompleteneeds.Phasedproductsareonlymeaningfulforresearch,andthecompleteproductistheproductconceptthatwemustkeepinmindinourpractice.

Thisproductandopportunityproduct

Facedwithacompleteproduct,weoftenfindthatwecanuseacertainpartofthecompleteproduct,orevenjustthingsrelatedtoit,tograftanothercompleteproduct(ormore).Moreover,thenewlygraftedcompleteproductwillhaveasynergisticeffectwiththeoriginalcompleteproduct.Herewecalltheoriginalcompleteproduct"thisproduct",andthelatergraftedcompleteproductis"opportunityproduct".Forexample,Yu'ebaoisgraftedonthisproductTaobaoThecompositionofAlipayisanopportunityproduct.

Productcomposition

Productscanbedividedintothreemajorcomponents:corecomposition,auxiliarycompositionandsupplementarycomposition.

Therearetwotypesofcorecomponents:thefirstcorecomponentisthepartoftheproductthatcandeterminethenatureoftheproduct;thesecondcorecomponentistheproductthatthedemandercaresmostabout.Productpart.Thereisonlyonekindofcore,andwhenthetwocoresconflict,thesecondproductthatcaresmostshallprevail.

Therearealsotwotypesofproductsupplementcomposition:thefirstiscalledgeneralsupplementcomposition,thatis,inordertoachieveacompletedemand,itmustbecomposedofself-supplementedproducts,suchasaself-supplementedbowlforbaggedinstantnoodles.,Boilingwater,chopsticks,etc.,withoutsupplementarycomposition,acompletedemandcannotbecompleted,thatis,acompleteproductcanberealized;thesecondisanon-marketsupplementcomposition,thatis,thecompositionofnon-marketpartsrelatedtotherealizationofacompletedemand.Therecanbemanykindsofsupplementarycomponents,andtheydon’tconflictlikethecorecomponents.

Productauxiliarycompositionisthecompositionofthecorecompositionoftheauxiliaryproduct,whichisothercomponentsbesidesthecorecompositionandsupplementarycomposition.

Levels

Productsincludethefollowingfivelevels:

Coreproducts:thebasicservicesorbenefitsthatcustomersactuallypurchasefromFundamentallyspeaking,everyproductisessentiallyaserviceprovidedtosolveproblems.Itisthemostbasicandmostimportantpartintheoverallconceptoftheproduct.

Formalproduct:referstotheforminwhichthecoreproductisrealizedorthespecificformofsatisfyingtheneedsofthetargetmarket.Itconsistsoffivecharacteristics,includingquality,style,characteristics,trademarkandpackaging.

Expectedproduct:thesetofattributesandconditionscloselyrelatedtotheproductthatthebuyerexpectswhenbuyingtheproduct.

Extendedproducts:referstothesumofvariousbenefitsthatcustomersgetwhentheypurchaseformalproductsanddesiredproducts,includingmanuals,guarantees,installation,maintenance,delivery,technicaltraining,etc.

Potentialproduct:Referstotheexistingproduct,includingalladditionalproducts,thatmaydevelopintothepotentialstateofthefinalproductinthefuture.Potentialproductspointoutthepossibleevolutiontrendsandprospectsofexistingproducts.

Differences

Thedefinitionofgoods:inthetimeandspaceofexchange,theproductcanbecalledacommodity

Thedifferencebetweenaproductandacommodity,thedifferenceliesin:Aproductcanbecalledaproductwhetheritisbeforeoraftertheexchange.Andwhenaproductenterstheuseprocessthroughthesaleandpurchaseexchange,ifthereisnoexchangescenario,itcannolongerbecalledacommodity,butcanonlybecalledaproduct.Whentheproductisintheexchangescene,thenitcanbecalledacommodityagaininthetimespacewhentheexchangeisabouttotakeplace.Commoditiesareproductsthatareusedbeforethesaleandexchange.Aftertheproductsentertheusestageafterthesaleandexchange,theycannolongerbecalledcommodities,butcanonlybecalledproducts.

LawsandRegulations

1.ProductproductionandsalesactivitieswithintheterritoryofthePeople'sRepublicofChinamustcomplywiththeProductQualityLawofthePeople'sRepublicofChina.Producersandsellersshallbeartheresponsibilityforproductqualityinaccordancewiththeprovisionsofthislaw.Theproductsreferredtointhislawrefertoproductsthathavebeenprocessedandmanufacturedforsale.TheproductqualitysupervisiondepartmentoftheStateCouncilisinchargeofthenationalproductqualitysupervisionwork.TherelevantdepartmentsoftheStateCouncilareresponsibleforproductqualitysupervisionwithintheirrespectiveresponsibilities.Localproductqualitysupervisiondepartmentsatorabovethecountylevelareinchargeofproductqualitysupervisionwithintheirownadministrativeareas.Relevantdepartmentsoflocalpeople'sgovernmentsatorabovethecountylevelareresponsibleforproductqualitysupervisionwithintheirrespectiveresponsibilities.

2.Thestateimplementsasupervisionandinspectionsystemwithrandominspectionasthemainmethodforproductquality.Forproductsthatmayendangerhumanhealth,personalandpropertysafety,andimportantindustrialproductsthataffectthenationaleconomyandthepeople’slivelihood,consumersandrelevantorganizationsreportSpotchecksonproductswithqualityproblems.Samplesforrandominspectionshallberandomlyselectedfromtheproductstobesoldinthemarketorinthewarehouseoftheenterprise'sfinishedproduct.Producersandsellersshallnotrefusethesupervisionandinspectionofproductqualitycarriedoutinaccordancewiththelaw.

3.Consumershavetherighttoinquireaboutproductqualityissueswiththeproducersandsellersoftheproducts;appealtotheproductqualitysupervisiondepartment,theadministrativedepartmentforindustryandcommerceandrelevantdepartments,andthedepartmentthatacceptsthecomplaintshallberesponsibleforhandling.Socialorganizationsthatprotecttherightsandinterestsofconsumerscanadviserelevantdepartmentstodealwithproductqualityissuesreportedbyconsumers,andsupportconsumerstosuethepeople’scourtfordamagecausedbyproductquality.Thestatuteoflimitationsforclaimsfordamagesduetoproductdefectsistwoyears,calculatedfromthetimewhenthepartiesknoworshouldhaveknownthattheirrightsandinterestshavebeendamaged.Therighttoclaimcompensationfordamagescausedbyadefectofaproductislosttotheconsumerafterthefirsttenyearsofdeliveryofthedefectiveproductthatcausedthedamage;however,unlessthespecifiedsafeuseperiodhasnotexpired.MeasuresforthesupervisionandmanagementofmilitaryproductqualityshallbeseparatelyformulatedbytheStateCouncilandtheCentralMilitaryCommission.

Productview

Kotler

In1995,P.Kotlerwasintherevisededitionof"MarketManagement:Analysis,Planning,ExecutionandControl",Expandtheconnotationoftheproductconceptfromathree-levelstructuretheorytoafive-levelstructuretheory,includingcorebenefits(CoreBenefit),generalproducts(GenericProduct),expectedproducts(ExpectedProduct),expandedproducts(AugmentedProduct)andpotentialproducts(PotentialProduct).SinceP.Kotlerexplainedmoreaboutthemeaningofeachlevelinhiswork,anddidnotcompareitwiththethree-levelstructuretheory,thisnewconceptisstillsimplyunderstoodafterbeingintroducedintoChina."Connotationcontinuestoexpandandlevelscontinuetodeepen",whichisconsideredtobethe"concreteembodimentofthetheoryofcustomersatisfactioninproducts".

MarkPerry

Aftersummarizingtheviewsofseveralscholars,Dr.MarkPerrybelievesthatproductattributesincludeinternal,external,expressiveandabstractfourelements.

Intrinsicattributesrefertothephysicalcompositionoftheproduct.

Extrinsicattributesrefertoattributesthatarenotaphysicalpartoftheproductandcanbeevaluatedwithoutuse,includingbrand,packaging,service,andprice.

Performanceattributesrefertothewayinwhichaproductfunctionsandcanonlybeevaluatedthroughuse.Therearesubjectiveandobjectiveevaluationmethods.

Abstractattributesrefertothecollectionofinformationcontainedinmultipleattributesinacertainattribute,includingweightedmultipleattributes,userintentionattributesandusagecontextattributes.

Writtenexplanation

Writtenexplanationof"product"

Whatproductsdoesourcompanyhave?Productportfolio=>Productstructure

Youcanuseawrittenlanguagetoexpresstheabovesentence:productportfolio,whichreferstothe"bigproductitems"compositionofalltheweirdproductsproducedorsoldbytheenterprise;

Youcanuseacolloquialwordtoexpressthatsentence:productstructure,whichreferstothe"bigproductcategory"compositionofallproductsproducedorsoldbythecompany;

Whattypesofproducts?Productline=>product(large)category/productseries;

Youcanuseawrittenlanguagetoexpresstheabovesentence:productline,whichmeansthatthetechnologyandstructurearecloselyrelated,andhavethesameusefunction,Agroupofproductswithdifferentspecificationsthatmeetsimilarneeds.Generally,therearemanydifferentproductitemsintheproductline;

Youcanuseacolloquialwordtoexpressthatsentence:productcategory/productcategory/Productseries,thatis,howmanydifferentbigcategoriesareclassifiedintotheproductportfolio;

Howmanykindsofproductsdoesyourcompanyhaveinthiscategory?Productitem=>Productcategory/specificationinproductcategory;

Youcanuseawrittenlanguagetoexpresstheabovesentence:productitem,thatis,inaproductcategory,withDifferentfeaturessuchasspecificationsandqualitydividethebroadcategoriesofproductsintodifferentspecificproducts;

Youcanuseacolloquialwordtoexpressthatsentence:acertainproduct,thatis,acertainproduct.

Productform

Productformisthecarrierofproductinformation.Thetransportationdesignbasedonmorphologicalsemanticsusesuniquemodelinglanguageandusesthesilentmediumofproductformtotransmittotheoutsideworld.Thebasiccontentoftheproducthasreachedtheartisticrealmof"silentisbetterthansound".Withthechangesofthetimes,especiallytheevolutionoftechnologyandmanufacturingprocesses,transportationvehiclespaymoreattentiontotheexpressionofproductformsemantics.Agoodformreflectsthespiritualoutlookofthetimes,caterstopeople’saestheticinterests,andeveninfluencesandGuidepeople'sconsumptionhabits.Forexample,whenweseeafashionablecar,observeitssmoothsurface,pullthedoor,holdthesteeringwheel,listentotheroarofthemotor,experiencethethrillofacceleration,andreminisceabouttheconnotationofthebrand.Youwilldefinitelyfeelmovedbyit.Thisistheroleoftheproduct'sformof"speakingofsentiment".

However,thetraditionalvehicledesigntakesusabilityasthemaingoal,andmoreconsiderstherealizationofproductfunctionsandtherationalstructureoftheproduct,insteadoftakingpeopleasthedesigngoal,andneglectsthematerialneedsonthebasisofThedesignofspiritualandemotionalneeds.Asfarascardesignisconcerned,therearemanyproblemsinstyling,suchasmonotonouscolors,impropermatching,hugebodyshape,stifflines,andinsufficienthumanizationofthedisplaydevice.Thelowexternalstylingleadstoagreatdiscountontheoverallqualityofcardesignandlossofinternationalcompetitiveness.Therefore,asaproductofhumanwisdom,transportationdesignisacollectionofseveralinterconnectedelements,includingfunction,structure,form,colorandenvironment.ThisprojectusesthedesignconceptofmorphologicalsemanticstocreatemoreFashionableandmorebeautifulmeansoftransportation.

Productandinnovation

Productinnovationshouldbeanalyzed,designed,trial-produced,andtestedfromtheaspectsofproductstructure,function,operability,sustainability,andcompatibilitywiththeenvironment.Takeactiontoreducetheblindnessofinnovationactivitiesinordertoimprovetheefficiencyandeffectivenessofinnovation.