FiveLevelsofaProduct产品的五个层次.pptx

ContentsIntroductionFive-level analysisTangible and intangible attributesReferenceSwedish corporation ready-to-assemble furniture,appliances and home accessories.To create a better everyday life for many peopleIdea“宜家”fit for homeBasic informationEnvironmental-friendly organicProduct lineFurniture:assembled by the consumer Catalog:published every summer IKEA cafChildren playroomFive 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 benefitCore benefit：the fundamental need or want that consumer satisfy by consuming the product.Sofa to sit on Generic Product LevelThe basic version of sofa with no distinguishing featuresPrice,quality,style and other features that all sofas have in common Expected Product LevelA set of attributes and characteristics that buyers normally expect and agree to when they purchase a product Augmented product levelWhat makes IKEA distinguished?1 Creative design2 First-class service 3 Suitable Match Potential Product LevelPurchase a kind of lifestyle Tangible&Intangible AttributesTangible Attribute:use valueIntangible attributes:thrifty,healthy and environment friendly The end references: