行销研究 产品概念

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行銷研究byJyh-ShenChiou4FocusGroup的優缺點與用途優點FirsthanddataMorecomplexdataFastLessexpensiveFlexible缺點用途行銷研究byJyh-ShenChiou5Introduction(1-3minute)IceBreakerIntroductoryTopic(20minute)TransitionstatementanddiscussioninstructionforTopic#2(3minute)DiscussionTopic#3(20minute)TransitionstatementanddiscussioninstructionforTopic#3(3minute)DiscussionTopic#4(20minute)TransitionstatementanddiscussioninstructionforTopic#4(3minute)DiscussionTopic#4(20minute)ClosingStatement行銷研究byJyh-ShenChiou6ThingsthatYouShouldKnowaboutFocusGroup:FormatDesignThediscussionshouldprogressfromthemoregeneraltothemorefocused.Anon-threatening“groupformation”openingsubjectisagoodconversationstarter.Butdon’ttaketoolong.Developbroadtopicstobecovered.Thedetailedquestionscanbeplacedunderthesebroadtopics行銷研究byJyh-ShenChiou7ThingsthatYouShouldKnowaboutFocusGroup:FocusgroupexecutionGroupsbecomemoresociableastheirtogethertimeincrease;thus,personalvulnerabilityisgreaterwithtime.Focusonwhattheyknow.Eachsubjectsshouldbefinishedwithin20minutes.Ask“whatandwho”beforewhyShouldnotallowoneortwostrongpersonalitiestodominatethediscussion.Dodebriefaftereachsection.行銷研究byJyh-ShenChiou8PossibleGroupFormationQuestionsHistorygivingYourgreatestfrustrationDescribeyourbest……Nametagcreationexercise行銷研究byJyh-ShenChiou9PossibleGroupPerformingQuestionsLet’slisttheattributes/benefits/problems,etc.Whileyouaredryingandstylingyourhair,givemeastep-by-stepdescriptionofwhatyouaredoing,why,anddescribetheresultsyouaregetting/notgetting.”LadderingMethod行銷研究byJyh-ShenChiou10SomedosofFocusGroupDothinkoftheinterviewasaconversationDolistenintentlytowhatshesaysDoavoidassumptionbasedonpersonalexperienceDobecourteousDorememberyouaresearchingimpressions,notnumbers.行銷研究byJyh-ShenChiou11Somedon’tsofFocusGroupDon’thesitatetoapologizeDon’thesitatetoprobeinconsistentresponsesDon’tassumewordsmeanthesamethingtoyouandher.Don’tprolonganinterviewthatisobviouslyproducingnoresults,butdon’tgetrudeinthetermination.行銷研究byJyh-ShenChiou12DepthInterview的使用時機ConfidentialityEmotionalchargedEmbarrassingGroupconformityComplexbehaviorWhengroupinterviewsaredifficulttoschedule