©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
第 8 章
產品設計與
管理
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
“利潤是來自於你可以掌握市場先機
”
Joseph Schumpeter
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
產品的層次
• 核心產品(core product)也就是消費者真正
想買的東西。
• 輔助產品(facilitating product)是指幫助顧
客使用核心產品的服務或商品。
• 支援產品(supporting product)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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
引申產品
• 引申產品(augmented product)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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
產品層次
(Adapted from
C. Gonroos,
“Developing the
Service Offering—
A Source of
Competitive
Advantage,” in
Add Value to Your
Service,
C. Surprenant, ed.,
Chicago:
American
Marketing
Association,
1987, p. 83.)
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
(Scott Davis, Brand Asset Management)
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
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，企業必
須尋找新的產品來替代
• 第二，企業必須了解產品的成熟度，當
產品經歷不同階段的生命週期時就要改
變行銷策略。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
新產品發展過程
產生新想法產生新想法
概念發展並測試概念發展並測試
發展行銷策略發展行銷策略
篩選想法篩選想法
市場分析市場分析
產品發展產品發展
測試行銷測試行銷
商品化商品化
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
產品生命週期階段
• 1.開發期 (product development)
• 2.導入期 (introduction)
• 3.成長期 (growth)
• 4.成熟期 (maturity)
• 5.衰退期 (decline)
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
產品線的銷售額與利潤的起始與終止
產品生命週期
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
導入期 Introduction
• 當新產品首次製造完成，之後即
為導入期。導入新產品很耗時，
而且銷售成長頗為緩慢。某些產
品會在導入期停滯多年後才邁入
快速成長階段。
• 導入階段，低銷售與高支出導致
利潤虧損或偏低。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
成長期 Growth
• 如果新產品能滿足市場需求，就
會進入成長期，而產品銷售也會
快速上升。
• 成長期，利潤會提高，因為廣大
銷量可以分攤成本，同時會發展
更有效率的系統。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
成熟期 Maturity
• 當產品的銷售成長開始變慢，那
就是該產品進入成熟期。這個階
段通常會比前兩個階段持久，並
為行銷管理階層帶來巨大挑戰。
• 銷售成長趨緩會導致供應大於需
求，而產能過剩將促使競爭愈來
愈激烈。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
衰退期 Decline
• 大部分產品類型及品牌的銷售量
終究會下降。銷售額下滑有很多
因素，例如，科技進步、消費者
改變喜好、競爭更激
• 烈。企業保留弱勢產品的成本很
高，除了利潤下降之外，還有隱
藏成本的問題。
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
(Martin Bell, Marketing Concepts and Strategy, 3rd ed., , 1979, Houghton Mifflin Company; used by permission, Mrs..
Marcellette (Bell) Chapman. )
產品淘汰過程
©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens
