产品设计与.pptx

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1、2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens第第 8 章章產品設計與產品設計與管理管理2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens“利潤是來自於你可以掌握市場先機”JosephSc

2、humpeter2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens本章目標本章目標1.定義產品，包括核心、輔助、支援及引申產品。2.解釋氣氛、

3、顧客和所提供的服務和配送系統的互動、顧客彼此之間的互動、顧客共同生產等皆為設計產品應考量的要素。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Make

4、ns本章目標本章目標3.了解如何建立品牌和支援品牌。4.解釋新產品的發展過程。5.了解接待業如何應用產品生命週期。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen

5、,and Makens何謂產品何謂產品?產品：受市場關注、能購得、使用或消費以滿足需要或需求。產品包含實質產品、服務、地點、組織與想法。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 K

6、otler,Bowen,and Makens產品的層次產品的層次核心產品(coreproduct)也就是消費者真正想買的東西。輔助產品(facilitatingproduct)是指幫助顧客使用核心產品的服務或商品。支援產品(supportingproduct)是用以增加核心產品價值，並與競爭產品產生區隔的額外產品。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Ed

7、ucation,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens引申產品引申產品引申產品(augmentedproduct)包含便利性、氣氛、顧客和服務提供者的互動、顧客參與，以及顧客彼此之間的互動，這些要素結合核心、輔助產品及支援產品後就成為引申產品。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle Rive

8、r,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens產品層次產品層次(AdaptedfromC.Gonroos,“DevelopingtheServiceOfferingASourceofCompetitiveAdvantage,”inAdd Value to Your Service,C.Surprenant,ed.,Chic

9、ago:AmericanMarketingAssociation,1987,p.83.)2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens氣氛

10、：實體環境氣氛：實體環境氣氛是服務中很重要的要素，因為顧客可能因為氣氛而選擇服務。氣氛至少會以四種方式影響消費行為。第一，氣氛可作為引起注意力的媒介。第二，氣氛可作為傳遞訊息給潛在顧客的媒介。第三，氣氛可作為創造效果的媒介。第四，環境可作為創造心情的媒介。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hosp

11、itality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens顧客彼此之間的互動顧客彼此之間的互動接待業者必須妥善管理顧客之間的互動，以確保某些互動其他顧客的感受不會造成負面影響。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marke

12、ting for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens顧客共同生產顧客共同生產若顧客能參與服務則有以下好處1.增加生產力2.增進顧客滿意度3.降低成本。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Ma

13、rketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens品牌判定品牌判定品牌(brand)是用來識別賣方商品或服務，以及和競爭者產生區隔的名稱、名詞、標誌、符號、設計，或是以上要素的組合。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pear

14、son Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens(ScottDavis,Brand Asset Management)品牌品牌品牌概念，就是公司要傳達給員工和顧客的價值、任務和願景。品牌名稱是品牌中可用言詞表達的部分。品牌的符號是指品牌中可用以識別，但無法以言詞表達的部分。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th

15、editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens品牌名稱的優勢品牌價值品牌聯想歸屬感品質與價值一致性證明品質認知品牌易於識別品牌高忠誠度品牌2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th

16、editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens建立品牌的條件1.產品容易透過品牌或商標來識別。2.產品被認為最物超所值。3.品質和標準很容易維護。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,

17、4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens建立品牌的條件4.對該產品類別的整體需求，大到足以支持地區、全國或國際連鎖。開發規模大到足以支應廣告和管理成本的關鍵消費族群是非常重要的。5.具備經濟規模。2006 Pearson Education,Inc.Market

18、ing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens新產品的發展新產品的發展每個產品都會經歷生命週期：誕生、而後歷經幾個階段、最後消逝。產品生命週期意謂兩種挑戰：第一，所有的產品終究會衰退，企業必須尋找新的產品

19、來替代第二，企業必須了解產品的成熟度，當產品經歷不同階段的生命週期時就要改變行銷策略。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens新產品

20、發展過程產生新想法產生新想法產生新想法產生新想法概念發展並測試概念發展並測試概念發展並測試概念發展並測試發展行銷策略發展行銷策略發展行銷策略發展行銷策略篩選想法篩選想法篩選想法篩選想法市場分析市場分析市場分析市場分析產品發展產品發展產品發展產品發展測試行銷測試行銷測試行銷測試行銷商品化商品化商品化商品化2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Educatio

21、n,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens產品生命週期階段產品生命週期階段1.開發期(productdevelopment)2.導入期(introduction)3.成長期(growth)4.成熟期(maturity)5.衰退期(decline)2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle Riv

22、er,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens產品線的銷售額與利潤的起始與終止產品生命週期產品生命週期2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler

23、,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens導入期導入期 Introduction當新產品首次製造完成，之後即為導入期。導入新產品很耗時，而且銷售成長頗為緩慢。某些產品會在導入期停滯多年後才邁入快速成長階段。導入階段，低銷售與高支出導致利潤虧損或偏低。2006 Pearson Education,Inc.Marketing for Hospitality

24、 and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens成長期成長期 Growth如果新產品能滿足市場需求，就會進入成長期，而產品銷售也會快速上升。成長期，利潤會提高，因為廣大銷量可以分攤成本，同時會發展更有效率的系統。2006 Pearson Edu

25、cation,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens成熟期成熟期 Maturity當產品的銷售成長開始變慢，那就是該產品進入成熟期。這個階段通常會比前兩個階段持久，並為行銷管理

26、階層帶來巨大挑戰。銷售成長趨緩會導致供應大於需求，而產能過剩將促使競爭愈來愈激烈。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens 衰退期衰

27、退期 Decline大部分產品類型及品牌的銷售量終究會下降。銷售額下滑有很多因素，例如，科技進步、消費者改變喜好、競爭更激烈。企業保留弱勢產品的成本很高，除了利潤下降之外，還有隱藏成本的問題。2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionU

28、pper Saddle River,NJ 07458 Kotler,Bowen,and Makens(Martin Bell,Marketing Concepts and Strategy,3rd ed.,p.267,1979,Houghton Mifflin Company;used by permission,Mrs.Marcellette(Bell)Chapman.)產品淘汰過程產品淘汰過程2006 Pearson Education,Inc.Marketing for Hospitality and Tourism,4th editionUpper Saddle River,NJ 07458 Kotler,Bowen,and Makens