行销研究 产品概念.ppt

產品概念,產品概念(ProductConcept)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(UnmetNeeds)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，可能必須加入第四或第五層次的部份不過愈高層次的形象建立，所需的行銷成本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,FocusGroup的優缺點與用途,優點FirsthanddataMorecomplexdataFastLessexpensiveFlexible缺點用途,ThingsthatYouShouldKnowaboutFocusGroup:FormatDesign,Thediscussionshouldprogressfromthemoregeneraltothemorefocused.Anon-threatening“groupformation”openingsubjectisagoodconversationstarter.Butdonttaketoolong.Developbroadtopicstobecovered.Thedetailedquestionscanbeplacedunderthesebroadtopics,ThingsthatYouShouldKnowaboutFocusGroup:Focusgroupexecution,Groupsbecomemoresociableastheirtogethertimeincrease;thus,personalvulnerabilityisgreaterwithtime.Focusonwhattheyknow.Eachsubjectsshouldbefinishedwithin20minutes.Ask“whatandwho”beforewhyShouldnotallowoneortwostrongpersonalitiestodominatethediscussion.Dodebriefaftereachsection.,PossibleGroupFormationQuestions,HistorygivingYourgreatestfrustrationDescribeyourbestNametagcreationexercise,PossibleGroupPerformingQuestions,Letslisttheattributes/benefits/problems,etc.Whileyouaredryingandstylingyourhair,givemeastep-by-stepdescriptionofwhatyouaredoing,why,anddescribetheresultsyouaregetting/notgetting.”LadderingMethod,SomedosofFocusGroup,DothinkoftheinterviewasaconversationDolistenintentlytowhatshesaysDoavoidassumptionbasedonpersonalexperienceDobecourteousDorememberyouaresearchingimpressions,notnumbers.,SomedontsofFocusGroup,DonthesitatetoapologizeDonthesitatetoprobeinconsistentresponsesDontassumewordsmeanthesamethingtoyouandher.Dontprolonganinterviewthatisobviouslyproducingnoresults,butdontgetrudeinthetermination.,DepthInterview的使用時機,Confidentia