营销学领域中的产品属性研究:回顾、应用与展望

Product Attributes in the Domain of Marketing: Review, Application and Prospects

产品属性是能使消费者通过购买而满足某些需要的特性,消费者在选择产品时会根据掌握的信息来评价产品属性,因此商家在设计、开发新产品和进行产品宣传时会突出产品的优势属性来吸引消费者。文章回顾了产品属性的内涵,并从多角度阐述了产品属性的分类,分别从营销学的产品品牌、消费者偏好、产品的开发与设计、消费者购后行为等领域对相关文献进行了回顾与梳理,并阐述了产品属性未来可能的研究拓展方向。

Product attributes are some characteristics that are designed to enable consumers to meet their certain needs through the purchase of the products. Consumers will evaluate the product attributes base on the existing information in the choice of products.So merchants can highlight the advantages of the product attributes to attract consumers when they are designing, developing new products and promoting. This paper reviews the connotation of product attributes and expounds the classification of product attributes from multiple perspectives, then reviews and combs the relevant literatures from the aspects of marketing brand, consumer preference, product development and design, consumer behavior and so on, and expounds the possible future development of product attributes.