产品设计与

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens第8章產品設計與管理©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“利潤是來自於你可以掌握市場先機”JosephSchumpeter©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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、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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens產品層次(AdaptedfromC.Gonroos,“DevelopingtheServiceOffering—ASourceofCompetitiveAdvantage,”inAddValuetoYourService,C.Surprenant,ed.,Chicago:AmericanMarketingAssociation,1987,p.83.)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens(ScottDavis,BrandAssetManagement)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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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。©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens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