FiveLevelsofaProduct产品的五个层次.ppt

,Contents,Swedish corporation ready-to-assemble furniture,appliances and home accessories.,To create a better everyday life for many people,Idea“宜家”fit for home,Basic information,Environmental-friendly organic,Product line,Furniture:assembled by the consumer,Catalog:published every summer,IKEA caf,Children playroom,Five Levels of a Product,Core Benefit Level 核心利益 Generic Product Level 一般产品 Expected Product Level 期望产品 Augmented Product Level 延伸产品 Potential Product Level 潜在产品,IKEA sofa,Core benefit,Core benefit：the fundamental need or want that consumer satisfy by consuming the product.Sofa to sit on,Generic Product Level,The basic version of sofa with no distinguishing featuresPrice,quality,style and other features that all sofas have in common,Expected Product Level,A set of attributes and characteristics that buyers normally expect and agree to when they purchase a product,Augmented product level,What makes IKEA distinguished?1 Creative design,2 First-class service,3 Suitable Match,Potential Product Level,Purchase a kind of lifestyle,Tangible&Intangible Attributes,Tangible Attribute:use valueIntangible attributes:thrifty,healthy and environment friendly,The end references:,