FiveLevelsofaProduct产品的五个层次.ppt

Contents Introduction Five-level analysis Tangible and intangible attributes Reference Swedish corporation ready-to-assemble furniture, appliances and home accessories. To create a better everyday life for many people Idea “宜家” fit for home Basic information Environmental-friendly organic Product line Furniture: assembled by the consumer Catalog: published every summer IKEA caf Children playroom Five Levels of a Product Core Benefit Level 核心利益 Generic Product Level 一般产品 Expected Product Level 期望产品 Augmented Product Level 延伸产品 Potential Product Level 潜在产品 IKEA sofa Core benefit Core benefit：the fundamental need or want that consumer satisfy by consuming the product. Sofa to sit on Generic Product Level The basic version of sofa with no distinguishing features Price, quality, style and other features that all sofas have in common Expected Product Level A set of attributes and characteristics that buyers normally expect and agree to when they purchase a product Augmented product level What makes IKEA distinguished ? 1 Creative design 2 First-class service 3 Suitable Match Potential Product Level Purchase a kind of lifestyle Tangible & Intangible Attributes Tangible Attribute: use value Intangible attributes: thrifty , healthy and enviro