Product brochure design
There are two academic directions for product definition. One is the orientation of "marketing management"; The other is based on the whole "basic concept of enterprise management".
1. Marketing management direction
Definition of product: anything provided to the market as a commodity to attract attention, obtain, use or consume in order to meet desire or needs.
What consumers buy is not only the entity of the product, but also the core interests of the product (that is, the basic utility and benefits provided to consumers). The entity of a product is called a general product, which is the basic form of the product. Only by attaching to the product entity can the core interests of the product be realized. Expected products are a series of attributes and conditions that consumers expect when purchasing products. Additional products are the fourth level of products, that is, additional services and benefits included in products. The fifth level of product is potential product, which indicates all possible additions and changes to the product.
In the supply chain, the products of the upstream factories are the production raw materials or consumables of the downstream factories, such as plastic granules, cardboard boxes, glass chips, computer central processors, paints, etc.
2. Basic Conceptual Direction of Enterprise Management
Product definition: the collection of all perceived things and images related to the realization of demand in the process of realizing demand.
The characteristics of this definition are as follows: First, a product is a process rather than a static thing, and processes such as selection, payment, installation, use, and scrapping may belong to a product; Second, products are not things provided by enterprises, but things belonging to customers. The essence of products is customers' "perception". They depend on customers and cannot exist independently of customers; Third, image is also an important component of products. Image comes from perception. Image includes memory image and imagination image.
Here, "perception" is a psychological concept, which is also often translated as "perception". Perception and perception are synonyms.
The product is the only connection between the enterprise and the outside world, and also the only support for the survival of the enterprise.
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