Ⅰ. NewService Development
■ 혁신 (Innovation)
• 새로운 것을 창출하는 과정일 뿐만 아니라
• 실제 제품 혹은 결과물일 수도 있다.
★ 서비스업에 있어서는 꼭 새로운 서비스 제품일 필요는 없음 → 기존 서비스에 약간의 변형
• 서비스 혁신 크게 두 가지로 분류 → 급진적 혁신(Radical innovation
development
IKEA of Sweden (IoS): IKEA of Sweden is responsible for developing the IKEA range and making it available to stores and customers all over the world.
TSO: The Trading Service Office is responsible for the sourcing of IKEA products with good function and quality, at the lowest possible cost (landed is store). TSO is operating under service agreements with IKEA Trading Agents.
Suppli
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i
What is product?
Bundle of physical, service, and symbolic attributes designed to enhance buyer's want satisfaction.
What is product strategy?
Producing goods and service.
focuses on benefits.
Decisions about package design, brand name, trademarks, warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
new U-tour information system. First of all, mobile map has developed qualitatively due to huge growth in telematics industry. Second, portal sites now provide much more improved services than before. In conclusion, the background of this project is that the generation of E-tourism has come.
3)Change of Customer Needs
First of all, service users' expectation level has risen due to prevalen