登入
註冊
關於NPDP
NPDP專欄
NPDP創新知識庫
NPDP問題集
線上模考
考試計劃
考證心得
學習心得
您現在的位置:首頁 > NPDP專欄 >
產品經理應如何發展「產品的三個層次」
2015/1/21 下午 03:49:00 | 發表人: 蔡沛庭 | 瀏覽人次:5519
文章分類
.PM行不行
.產品新鮮事
講師簡介
夏松明
創新企劃學院特約講師
現任某管理顧問公司的夏松明總經理曾任宏碁、友訊資深產品經理。夏老師學經歷完整,具備多年跨國公司新產品開發與管理實務經驗,並擁有美國德州農工大學MBA、交大EMBA、「WBSA高階經營策略規劃師」、「PMP®國際專案管理師」、「NPDP產品經理國際認證」等專業資歷,是業界少數兼具「新產品開發」、「經營管理」、「品牌行銷」專業領域的資深顧問。
最新專欄文章
.如何將Growth Hacking融入新產品開發流程
.Zero or Hero:如何打造好產品的關鍵四要項
.如何衡量產品經理每周的工作績效?
.老板們:產品經理的工作內容該如何定義呢?(下)
.老板們:產品經理的工作內容該如何定義呢?(上)
.規劃新產品須關注的五大檢核步驟
.成為『大PM』的五項重要職責
.【第十四期】NPDP產品經理國際認證班(1212)
.產品經理如何為顧客「創造價值」?
.『互聯網+』與『+互聯網』有何不同?
台北市大安區復興南路二段283號12樓
服務時間:周一至周五10:00-19:00 電話:02-27023003 傳真:02-27024824
<P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>對於產品行銷人員來說,要如何將市場區隔化(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Segmentation</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、目標市場(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Targeting</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)選擇,進而針對市場需求做好行銷組合(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Marketing Mix</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>),是非常重要的課題。了解市場是很重要的一步,所以在決定產品定位(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Positioning</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)的時候必須先作市場研究,讓消費者針對產品的外型、價格、功能、服務、效用等等要素提出使用建議。那麼,一個完整的新產品應該包含哪些內容呢?</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>行銷大師科特勒(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Philip Kotler</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)將建立一個新產品利益(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Benefits</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)區分為三個層次:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>1.</SPAN><B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: blue; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>核心產品</SPAN></B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Core Product</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>2.</SPAN><B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: blue; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>實際(有形)產品</SPAN></B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Actual/Tangible Product</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>3.</SPAN><B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: blue; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>引申(擴增)產品</SPAN></B><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Augmented Product</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>茲分別說明如下:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: -24pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style="FONT-SIZE: 11pt; FONT-FAMILY: Wingdings; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-font-kerning: 0pt">l</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Times New Roman","serif"; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-font-kerning: 0pt'>&nbsp;&nbsp; </SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>核心產品,是指消費者購買某種產品時所追求的利益,是顧客真正要買的東西,因而在產品整體概念中也是最基本、最主要的部分。消費者購買某種產品,並不是為了占有或獲得產品本身,而是為了幫助顧客解決問題或是滿足其某種需要的效用或利益。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: -24pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>&nbsp; &nbsp; &nbsp; &nbsp;&nbsp;<o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: -24pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>&nbsp; &nbsp; &nbsp;</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>如:買自行車是為了代步,買漢堡是為了充饑,買化妝品是希望美麗、體現氣質、增加魅力等。因此,產品經理在開發產品、宣傳產品時應明確地指出產品能提供的利益,這樣的產品才具有吸引力,而行銷人員的任務是要挖掘隱藏在產品背後的真正需要。記住:廠商賣給顧客的是產品帶給他們的利益,而不只是產品的功能或特色。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: -24pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style="FONT-SIZE: 11pt; FONT-FAMILY: Wingdings; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-font-kerning: 0pt">l</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Times New Roman","serif"; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-font-kerning: 0pt'>&nbsp;&nbsp; </SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>實際(有形)產品必須把核心產品轉變成一種實際的東西,以便賣給顧客,這個層次的產品稱為實際產品。自行車、手機、電腦等均屬實際產品。實際產品有五種特徵:品質水準(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Quality</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、功能特色(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Features</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、設計(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Styling/Design</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、品牌名稱(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Brand Name</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)及包裝(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Packaging</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)。產品的基本效用必須通過某些具體的形式才得以實現。產品經理應首先著眼於顧客購買產品時所追求的利益,以求更完美地滿足顧客需要,從這一點出發再去尋求利益得以實現的形式,進行產品設計。</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'> <SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; TEXT-INDENT: -24pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style="FONT-SIZE: 11pt; FONT-FAMILY: Wingdings; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings; mso-font-kerning: 0pt">l</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Times New Roman","serif"; COLOR: #333333; mso-fareast-font-family: Wingdings; mso-font-kerning: 0pt'>&nbsp;&nbsp; </SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>引申(擴增)產品是顧客購買有形產品時所獲得的全部附加服務和利益,包括提供信用付款(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Credit</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、運輸(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Delivery</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、保固(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Warranty</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、安裝(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>Installation</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)、售後服務(</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>After Service</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>)等。例如:</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>IBM</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>公司之所以由電腦硬體銷售轉型成為顧問式的銷售服務,其實就是注意到顧客要買的是解決問題的服務,而非僅僅是</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'>box moving</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>。此外,網購業者提供(退貨)免運費、多元化的付款方式,對消費者來說也是附加的服務和利益。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>以飯店業者為例,提供「安全、舒適的休息環境」是屬於『核心產品』;提供「寢具、衛浴、健身活動…等設備」是屬於『有形產品』;提供「機場接送、市區導覽…等服務」是屬於『引申(擴增)產品』。</SPAN><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p></o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN lang=EN-US style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'><o:p>&nbsp;</o:p></SPAN></P> <P class=MsoNormal style="BACKGROUND: white; MARGIN: 0cm 0cm 0pt; mso-pagination: widow-orphan"><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "新細明體","serif"; COLOR: #333333; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-family: Arial; mso-font-kerning: 0pt'>對產品經理來說,企業競爭越來越激烈,不同的競爭產品在核心產品或實際(有形)的差異愈來愈小(如:智慧型手機)。但如果能設計更契合消費者需要的引申(擴增)產品除了有助於取得市場上的競爭優勢之外,也才能讓公司能從激烈的競爭中脫穎而出。</SPAN><SPAN style='FONT-SIZE: 11pt; FONT-FAMILY: "Arial","sans-serif"; COLOR: #333333; mso-fareast-font-family: 新細明體; mso-font-kerning: 0pt'> <SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 11pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P>