So, in terms of the project itself, are the differences, advantages and disadvantages of the project clear, can you find your own position in the industry competition, and have the opportunity to win in the competition?
At this time, from the dual analysis of industry to competition, we can see the value of the project itself. If we pass this way, it means that the project has been formed. At this time, we can enter the product stage from the project stage.
The value of consumer demand is determined by whether the product has the use value and exchange value when the project is just started, and only the product can directly exchange profits. Therefore, this development stage can be called the product stage.
Product is a big concept, its definition is various, different organizations in different stages, the actual definition of product will also change. Take the catering industry for example. For customers who come to the store, the product of the store is usually the menu (what the customer can order) plus the customer's real dining experience. For potential customers who are not in the store or who know nothing about the store, the product of the store is the content visible on the logo, the reputation of the store and the online channel of the store.
It can be summarized as: the product / product experience of the store is the overall value point of the whole product system.
The value point is conveyed by the subjective perspective of the business. It starts from the food itself and food experience, and then returns to the form of consumer satisfaction verification.
The value of the product system includes three aspects: starting from the product and product experience, first, differentiation, which is the key difference with other stores; second, the advantages are many advantages stronger than other stores, including differentiation. Of course, this attribute must be "stronger and better" to be listed as an advantage; the third one is the first one, which is to find out some dust of confidence that an enterprise's value attributes can survive among many differences and advantages.
Analyze the industry and competition, find out the value of other brands, and then see if there are job vacancies. Then analyze and find out the characteristics and experience of the products. Sort out the characteristics and clarify the first point of the characteristics, advantages and values of their differentiated products. You can weave a network of products and experience values to get consumers.
The first level of consumers is to stimulate the consumption desire of potential consumers and existing consumers, the second level is to let consumers pay, and the third level is to let the satisfaction overflow after payment, so as to form word-of-mouth and repeat purchase.
To achieve the above three points, we must make products have the essence of products in the eyes of consumers, that is, the use value and exchange value of products themselves.
Use value refers to the value point of business transfer to meet customer needs, such as a plate of potato and roast pork. The difference between the business display and the Netherlands is small potato. However, practical experience shows that the customer's technical problems may be due to cooking, or production problems, or because the customer of raw materials can't have other tastes when eating out. Even if it makes the customer feel that this is even better than the local potato, the potato is Xuan Incorrect transmission and demand, etc.
If the value of promotion is equal to the customer's experience and demand, then higher level exchange value should be considered. For example, if a customer thinks the food in this restaurant is delicious, would he recommend a friend for dinner? That's the point.