文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件

第六章運(yùn)營(yíng)管理節(jié)三產(chǎn)品設(shè)計(jì)第六章運(yùn)營(yíng)管理節(jié)三產(chǎn)品設(shè)計(jì)1一、ProductAproductisthephysicalobject(hardware,food,medicine),softwareorservicefromwhichcustomergetsdirectutilityplusanumberofotherfactors,servicesandperceptionsthatmaketheproduct:UsefulDesirableConvenient一、ProductAproductisthephys2WholeProductConceptAproduct,tothepotentialcustomer,isvaluesatisfactionThegeneric“thing”or“device”isnotitselftheproduct.Itistheminimumnecessarytogetintothe“game”Aproducthasmeaningonlyfromtheviewpointofthecustomerortheultimateuser.OnlythebuyerortheusercanassignvalueWholeProductConceptAproduc3文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件4產(chǎn)品整體概念產(chǎn)品整體概念5核心利益最基本的層次是核心利益，即顧客真正所購買的基本服務(wù)或利益。在旅館，夜宿旅客真正要購買的是"休息與睡眠"。對(duì)于唇膏，婦女們真正要購買的是"希望"。核心利益最基本的層次是核心利益，即顧客真正所購買的基本服務(wù)或6TheGenericProductThegenericproductistherudimentary“thing”withoutwhichthereisnochancetoparticipateinthemarket:forabank:loanablefundsforarealtor:“forsale”propertiesforalawyer:thebarexamcertificateforWebTV:theboxforsatelliteTV:theantennaandreceiverboxTheGenericProductThegeneri7TheExpectedProductTheexpectedproductrepresentsthecustomer’sminimalexpectationsDeliveryconditions,installationservices,post-saleservices,spareparts,training,packagingconveniencesthebank:theloanofficerwhoiscooperativetherealtor:whoisonyoursidethelawyer:whoprotectsyoutheWebTV:thatonlyconnectstoafewhomeshoppingchannelstheSatelliteTVretailer:thatdoesnotofferinstallationsupporttoanoldmanTheExpectedProduct8TheExpectedProduct,cont’dTheexpectedattributesvarybycustomersandindustriesTheycouldbesourcesofproductdifferentiationdependingonhowwellsuppliersdothemTheExpectedProduct,cont’d9TheAugmentedProductCustomermaybeofferedmorethanwhatshethinkssheneedsorexpectsComputerthatcomeswith“Office2000”alreadyinstalledOpticalstorethatreplacescustomer’slostcontactlensesnights&weekendsanddeliversthemtocustomer’shomeAugmentationsaremeansofproductdifferentiationTheycouldalsocreatecustomerdependencyonthesupplierenlargeorincreaseTheAugmentedProduct10TheAugmentedProductNotallcustomerscanbeattractedtobyaneverwideningcircleofaugmentedbenefitsTheymaypreferlowerpricestomoreaugmentationTheAugmentedProduct11ThePotentialProductThePotentialProductconsistsofeverythingpotentiallyfeasibletogetandkeepcustomerswhatmayremaintobedonewhatispossibleinthefutureThePotentialProductThePote12ThePotentialProductInhightechmarkets,customersdesireextendibilityfortheproductsothattheplatformandbasictechnologycanlastoverseveralgenerationsoftechnologyprogressionsThePotentialProduct13第五個(gè)層次是潛在產(chǎn)品，即該產(chǎn)品最終可能會(huì)實(shí)現(xiàn)的全部附加部分和新轉(zhuǎn)換部分。如果附加產(chǎn)品包含著產(chǎn)品的今天，則潛在產(chǎn)品指出了它可能的演變。最近出現(xiàn)的那種顧客能占用一套客房的全套家庭服務(wù)式旅館代表了對(duì)傳統(tǒng)旅館產(chǎn)品的新轉(zhuǎn)換。Butler圓山大飯店飲食男女—菲利普·科特勒著，《營(yíng)銷管理--分析、計(jì)劃、執(zhí)行和控制》，上海人民出版社，梅汝和、梅清豪、張桁譯。文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件14WholeProductConceptThecostofcreatingacompleteproductisoftenmanytimesthecostofdevelopingthegenericproduct(hardware,orsoftware,ordrug)WholeProductConcept15文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件16文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件17純公共物品準(zhǔn)公共物品純私人用品純公共物品非排他性非競(jìng)爭(zhēng)性準(zhǔn)公共物品可收費(fèi)物品有排他性無競(jìng)爭(zhēng)性公共資源無排他性有競(jìng)爭(zhēng)性純私人用品既排他又競(jìng)爭(zhēng)純公共物品準(zhǔn)公共物品純私人用品純公共物品非排他性非競(jìng)爭(zhēng)性18文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件19文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件20文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件21二、產(chǎn)品設(shè)計(jì)功能創(chuàng)意成本體驗(yàn)二、產(chǎn)品設(shè)計(jì)功能22產(chǎn)品屬性包括：內(nèi)在、外在、表現(xiàn)和抽象四項(xiàng)內(nèi)容(1)內(nèi)部屬性(Intrinsicattributes)，指產(chǎn)品的實(shí)體組成成份，包括原料屬性、製造屬性、形式屬性；(2)外部屬性(Extrinsicattributes)，指不需要用產(chǎn)品便可進(jìn)行評(píng)估，包括品牌屬性、包裝屬性、附加產(chǎn)品屬性、價(jià)格屬性；(3)功能屬性(Performanceattributes)，指產(chǎn)品表現(xiàn)其效用的方式；(4)抽樣屬性(Abstractattributes)，指將包含於數(shù)個(gè)屬性中的資訊濃縮總結(jié)，包括多屬性評(píng)估、使用者想像屬性、使用情境屬性。產(chǎn)品屬性包括：內(nèi)在、外在、表現(xiàn)和抽象四項(xiàng)內(nèi)容(1)內(nèi)部屬性(23文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件24文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件25功能功能手表功能功能26創(chuàng)意創(chuàng)意法則文章本天成，妙手偶得之創(chuàng)意創(chuàng)意法則27成本成本設(shè)計(jì)方法成本成本成本設(shè)計(jì)方法28體驗(yàn)Cultural?and?creative?products?and?services?are?also?experience?goods.They?stage?an?experience?that?is?directly?related?to?the?user.?In?order?to?stage?this?experience,?the?user’s?demands?will?be?taken?into?consideration?in?the?design?of?the?Products?and?services?continuously,?through?‘feedback?loops’.?體驗(yàn)Cultural?and?creative?pro29文化藝術(shù)管理學(xué)-運(yùn)營(yíng)管理-產(chǎn)品設(shè)計(jì)-課件30HowmuchvaluedoesStarbucksadd?Costofcoffeebeanwhenharvested=$0.50/lb.ValuerealizedbyStarbucksfro