产品差异化模型

$APPEALS$APPEALSProcessOverviewNovember1999PerformancePackagingEaseofUseAvailabilityLifeCycleSocialAcceptance$PriceAssurances$APPEALSCustomer$APPEALSProcessObjectivesToestablishacommonframeworkforunderstandingcustomerandcompetitiveprioritiesthatwilldriveproductdevelopment.ThisprocesswillenableustodefineWinningProductsthatdelightourcustomersandincreaseourmarketshare.$APPEALSCustomer$APPEALSisabusinessprocessthatfocusesonthecustomers'competitivebuyingdecisionsWarranteePerformancePackagingEaseofUseAvailabilityLifeCycleSocialAcceptance$PriceAssurancesValue$APPEALSCustomer$APPEALSisanacronymthatdescribestheeightbasiccriteriainthecustomers'competitivebuyingdecisions$PriceAvailabilityPackagingPerformanceEaseofuseAssurancesLifecyclecostsSocialinfluencesPerformancePackagingEaseofUseAvailabilityLifeCycleSocialAcceptance$PriceAssurancesPerformancePackagingEaseofUseAvailabilityLifeCycleSocialAcceptance$PriceAssurancesWhatfunctionality&performancecharacteristicsarewanted?EaseofUseWhatconstituteseaseofuse,installation,administration,etc.?AvailabilitySocialacceptanceWhatimagewillfacilitateapurchasedecisionandhowdocustomersacquirethisinformation?LifeCycleCostsHowmuchdocustomersexpecttopayforthevaluetheyseek?Performance$Pricewt:.172Availabilitywt:.031Packagingwt:.094Performancewt:.252EaseofUsewt:.079Assuranceswt:.289LifeCycleCostswt:.030Socialacceptancewt:.053Customer$APPEALSProvidedbythewholeproduct/serviceAssurances$PriceWhatlifecyclecostconsiderationsinfluencethepurchasedecision?PackagingVisualevaluation/BundlingCustomerscompletebuyingexperience-includingthechannelsthroughwhichtheybuyCustomer$APPEALScategoriesareexaminedfromacustomerperspectiveCustomer$APPEALSFactorCustomer$APPEALSFactorDescription$PRICEThisfactorrepresentsthepricecustomersexpecttopayforasatisfactoryproduct/offering.Whenratingvendorsagainstthiscriterion,considertheactualorperceivedvaluethatthecustomerisreceivingforthepricepaid.Thiswouldincludethevalueperceivedfortechnology,low-costproducer,materials,laborcosts,overhead,experience,automation,simplicity,producabilityetc.ASSURANCESThisfactorgenerallyrepresentstheassurancesofreliability,safety,andquality.Whenratingvendorsagainstthesecriteria,considerhowthecustomerratesthetotalproductinreducinghis/herconcernsforassuredperformanceunderforeseeableconditions?Thiscanincludesuchattributesaswarranty,certifications,redundancy,strength.PERFORMANCEThisfactorrepresentsthedesiredfunctionsandfeaturesoftheoffering.Whenratingvendorsagainstthesecriteria,considertheactualandperceivedperformanceoftheproductwithrespecttodesiredfunctionsandfeatures.Howwelldoestheproductdoitsjob.Doestheproducthavealltherequiredanddesirablefeatures?Doesitoffersuperiorperformance,asmeasuredbythecustomersforsuchattributesasspeed,power,capacity?PACKAGINGThisfactorrepresentsthedesiredvisualattributesofdesignquality,performance,andappearance.Inasoftwarecontext,itrepresentsthecollectionofitemscomprisingtheofferingandprovidingitsfunctionality(bundling).Whenratingvendorsonthisfactor,considerthecustomer'sopinionoftheform,design,etc.andhowwelltheseattributescontributetothedesirabilityoftheoffering.Packagingconsiderationsshouldincludestyle,modularity,integration,texture,color,graphics,industrialdesign,etc.EASEOFUSEThisfactorrepresentsease-of-useattributesoftheoffering.Whenratingvendorsagainstthesecriteria,considerthecustomer'sopinionoftheproductwithrespecttocomfort,learning,documentation,support,ergonomics,displays,sensoryinputs/outputs,interfaces,intuitiveness,etc.AVAILABILITYThisfactorrepresentsthecustomer'sbuyingexperiencewithrespecttoitseaseandeffectiveness(i.e.lettingthecustomerhaveittheirway).Whenratingvendorsagainstthesecriteria,considerthedegreeofexcellenceintheentirebuyingexperience,includingpresalestechnicalsupportanddemonstrations,thepurchasechannel/vendorpreference,deliverytimes,abilitytoordercustomfeatures,etc.LIFECYCLECOSTThisfactorrepresentsthecostofownershipoverthelifecycleofuse.Whenratingvendorsonthisfactor,considerinstallationcosts,training,service,supplies,energyefficiency,trade-invalue,disposalcosts,etc.SOCIALACCEPTANCEThisfactorrepresentsotherinfluenceswhichaffectthebuyingdecision.Whenratingvendorsonthisfactor,considerhowfavorablepurchasedecisionsareinfluencedthroughword-of-mouth,thirdpartyexpertopinions,consultantreportsoropinions,image,governmentorindustrystandards,regulations,socialapproval,legalconcerns,productliability,etc.EachCustomer$APPEALSFactormustbeconsideredfromtheperspectiveofcustomersinamarketsegment$APPEALSDetermineWhoTheCustomersAreIntegrator,DistributorISV,VAR,IRSales,SupportEndUserRetracetheEndUser'sbuyingdecisiontodetermineallwhoinfluencetheofferingattributesInmanycasesitmaybeallthree$APPEALSConductingInterviews:IndividualvsGroupsInterviewingindividualcustomersinthepreferredmethodofgatheringthevoiceofthecustomerinthebest-in-classcompanies.Source:BestPracticesSurvey1994UseoneortwocustomergroupstorefinelinesofinquiryandunderstandgeneralissuesinthemarketsegmentConductindividualinterviewstounderstandspecificcustomerneeds-