What are the classifications of network products?
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-13
According to different product forms Website production Products can be divided into tangible products and intangible products.
（1） Tangible products
Tangible products refer to material products with specific physical shapes. Different from the traditional sales channels, the traditional face-to-face sales method is no longer used to sell tangible products through the network, and the interactive communication on the network has become the main form of communication between buyers and sellers.
Tangible products are common in the online marketing market. Tangible products sold online can be divided into the following three categories:
1. Convenience products
Convenience products are generally used for one or more purposes, characterized by fast consumption, high frequency of purchase, and low degree of referral. Some consumers have formed a habit of buying such goods, and only agree with a certain brand of similar goods; Some consumers' purchase behavior is to look for brands, and they often use different brands in similar products. There are two categories of such products: one is food commodities, such as beer, salt and bread; The other is consumer goods, such as toothpaste, soap and napkins. For convenience products, consumers' biggest purchasing psychology is to hope that they can buy them immediately and conveniently. When operating such goods on the Internet, we must take into account the purchase psychology of consumers. At the beginning, the profit should be low. We should vigorously advertise to attract consumers to try, so as to encourage them to form preferences and make consumers feel unable to leave home. Buying these goods online can be as convenient and cheap as buying at the nearest grocery store, Even online shopping is more convenient and cheaper than grocery shopping. Meilin Zhengguanghe Company 85818 Supermarket "is the online marketing advertising language based on this concept.
2. Optional products
The value of the selected products is relatively large, the use time is relatively long, and high frequency purchase is not required, so customers will not make a hasty decision. When purchasing, customers will have to repeatedly compare the quality, style and price of the products before finally deciding whether to buy the products, such as perfume. With the development of network economy and people's understanding, there is still much room for customers to purchase products. Therefore, enterprises should actively carry out online marketing.
3. Special products
Special products refer to products with special benefits. The sales channels of such products are usually very limited, and only specific customer groups are keen to buy such products, such as computers, printers and cars. Because of the virtual nature of the network, the situation of special products sold online is relatively cold, but people are trying. With the development of network economy and the improvement of people's living standards, online marketing of special products can be developed moderately, but enterprises rely more on traditional marketing methods.
（2） Intangible products
Intangible products generally do not have specific product forms, and even if they show certain forms, they are also reflected through carriers, and the nature and performance of the product itself must be shown through other ways. For example, when a customer buys a ticket from an airline company, the product - the displacement from place A to place B - is invisible, but this invisible product can be shown through such a medium as the ticket. Customers can use this ticket as a voucher to enjoy this service type product.
There are two kinds of intangible products sold through the network: digital products and service products.
1. Digital products
Digital products mainly refer to computer software products, specifically, including system software and application software, as well as some digital media goods. When selling digital products through the network, enterprises can adopt the following two ways:
(1) For software products, enterprises can first download demo versions to let consumers understand the characteristics of software in a more intuitive way, and then choose to purchase them. In this way, when actually buying, consumers can download software directly through the network, saving all the physical materials for burning CDs and the time for transporting CDs. This is not only in line with the concept of saving and environmental protection, but also fast and convenient. But for software publishers, there are problems such as the loss of profits and copyright protection of pirated products. Of course, computer experts have also been looking for solutions to these problems, such as encrypting files at a fixed time, controlling that software cannot work without paying or registering, and so on.
(2) Digital media goods mainly refer to electronic newspapers, magazines, etc. They are very suitable for Internet sales, because the Internet itself has the ability to transmit multimedia information. In the future, under the conditions of rising paper prices and increasingly stringent environmental requirements, network information dissemination undoubtedly has great advantages. From the trend that many newspapers and magazines at home and abroad have launched online editions, digital media products will become the mainstream of future publishing.
2. Service products
In a broad sense, services are an important part of products. Service products include saleable behaviors, interests and satisfaction, such as banks, hotels, hairdressers and home decoration services. Service is intangible, indivisible, changeable and timely, and does not involve ownership issues. Therefore, generally speaking, it needs more quality control, supplier credit and product applicability. Obviously, some services do not meet the requirements of online sales, such as haircut and decoration. However, some services are extremely suitable for online sales. Generally, such services are online services, which will become the mainstream products of online marketing. Press According to the nature of service products, these services can be divided into the following two types:
(1) General services. Ordinary services refer to some traditional services, such as medical services (such as remote outpatient service, registered reservation), travel services, hotel travel service reservation, ticket reservation for concerts and sports competitions, remote education, legal aid, online dating, computer games, etc. For ordinary services, consumers not only pay attention to the benefits they can get, but also care about the costs they pay. Through the network, consumers can get the services they need as soon as possible, saving annoying waiting time costs. At the same time, consumers can get more and faster information by using browsing software, so as to improve the efficiency of information transmission and enhance the effect of promotion.
(2) Information consulting services. Information consulting services refer to services that provide relevant information and consultation, such as stock market analysis, banking, financial information, medical consultation, legal consultation, regulatory inquiry, database retrieval, electronic news and electronic newspapers. For information consulting services, the network is the best media choice. The biggest demand of users to access the Internet is to find useful information for themselves, and information consulting services just provide the opportunity to meet this demand.
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