1, core interest level
It refers to the basic utility or benefit that a product can provide to consumers, and it is the basic utility or benefit that consumers really want to buy. For example, the core interests of mobile phones are that consumers use mobile phones to communicate, cultivate feelings, expand social circles and facilitate contact, which is the basic demand of most people for mobile phones.
2. The level of tangible products
It is the specific material form of products when they appear in the market, mainly in quality, characteristics, style, trademark, packaging and so on. It is the material carrier of core interests. For example, the appearance of the mobile phone, the packaging of the mobile phone, and the related accessories of the mobile phone such as chargers, earplugs, batteries, manuals, warranty cards and other specific material forms.
3. Expected product level
It is the customer's expectation of the quality, convenience and characteristics of the purchased products before purchasing. For example, when buying a mobile phone, consider the quality problem, whether it is convenient to use and carry, and what special functions it has, such as taking photos and surfing the Internet.
4. Expand the product level
Refers to the product level provided by the producer or operator of the product, which is required by the buyer, mainly to help users make better use of core interests and services. For example, mobile phone warranty period, free maintenance telephone, nationwide warranty, free consultation, door-to-door delivery and so on.
5. Potential product level
In addition to expanding product levels, enterprises also provide product levels that can meet the potential needs of customers. Mainly value-added services of products. For example, mobile e-commerce of mobile phones, online financial transactions, wireless network connection and the enjoyment of network resources. Potential products can meet consumers' needs for functions, experiences, brands and services, thus attracting consumers.
Potential products are the possible evolution trend of future products, such as smart home and virtual reality. In the current competitive industry, consumers' demand for potential products is increasing. Potential products are a way to meet the needs of consumers and one of the driving forces to promote product development.