1. Substantial products

Substantial products refer to the basic demand, utility and benefits of products. Fundamentally speaking, every product is essentially a service to solve problems.

For example, the purpose of consumers buying lipstick is not to get a certain color and shape, but to improve their image and temperament by using lipstick.

2. Formal product

Formal product refers to the physical external form of the product, or the form by which the core product is realized or the specific satisfaction form of the target market to the demand. .

Formal products generally have five characteristics, namely, quality, style, characteristics, trademark and packaging. Core products can only be realized through formal products.

3. Extended products

Extended products refer to various service guarantees generated by the product's own commodity characteristics. Or the sum of all kinds of benefits that customers get when they buy formal products and expected products, including instructions, guarantees, installation, maintenance, delivery, technical training, etc.

The overall concept of products is of great significance to the business operation:

1. It is pointed out that products are a combination of tangible features and intangible features

Therefore, on the one hand, enterprises should provide different functions in the process of product design and development to meet the different needs of consumers, while ensuring the reliability and economy of products. On the other hand, we should also pay full attention to the intangible characteristics of products, because it is also an important factor in the competitiveness of products.

The relationship between intangible features and tangible features of products is complementary, and intangible features are included in and backed by tangible features; And tangible features need to be strengthened by intangible features.

2. The overall product concept is a dynamic concept.

with the improvement of the level and level of market consumption demand, the focus of market competition is constantly shifting, which puts forward higher requirements for enterprise products. In order to adapt to this market situation, the extension of the overall concept of products is in the trend of continuous re-extension. When the extension of the whole concept of product extends to a new level, the market competition will start in a new field.

3. The understanding of the overall concept of products must be centered on market demand.

The four levels of the overall product concept clearly reflect all modern marketing concepts centered on market requirements. Measuring the value of a product is determined by the customer, not by the producer.

4. The differences and characteristics of products are important contents of market competition

And any one of the four levels of the overall concept of products may form distinctive characteristics. Enterprises should carry out innovative design according to market needs in every aspect of product utility, packaging, style, installation, guidance, maintenance, brand and image.

5. A series of tangible products can be derived from grasping the core product content of the product.

generally speaking, tangible products are the carrier of core products and the transformation form of core products. The relationship between the two gives us such enlightenment: grasping the core product level, product style, packaging, characteristics and so on can completely break through the original framework, thus developing a series of new products.

taking tourism as an example, if the core level of tourism products is "short-term sexual life style to meet tourists' physical and mental needs", then tourism products can not only be understood as organizing tourists to visit famous mountains and rivers. In fact, tourism products have extended to business tourism, shopping tourism, modern industrial tourism, modern agricultural tourism, urban tourism, foreign language learning tourism, and so on.

refer to Baidu Encyclopedia-Product as a whole for the above contents; Baidu Encyclopedia-Overall Product Concept