What Is Physical Commodity?

Tangible products, also known as physical products or formal products, are the specific forms of products presented on the market, and also meet certain needs and specific forms of consumers. They are the forms in which core products are realized. It is generally reflected through different aspects, such as: quality level, product features, product styles, product packaging and brand. The basic utility of a product must be achieved in some specific form.

Tangible product

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Tangible products, also known as physical products or

(1) If the price of the product is low and the related loss to the customer is not large when damaged, the product can be designed as a disposable product and can be discarded after use. If the price of the product is low, but once the damage is caused to the customer, the supply of spare parts must be guaranteed. The former is a variety of daily necessities: electronic watches, children's toys, etc., and the latter, such as car tires, fire plugs and so on. Services for such products can be provided by distributors. If the value of the product is high, and the damage to the customer is huge, the product design must be as reliable and durable as possible, and consulting and maintenance services must be constantly provided, such as aircraft, large mechanical and electrical products, and computer systems. If the value of the product is high,

(1) In the purchase process of consumers, the physical part of the tangible product is mainly considered, and the service part is rarely considered. Consumers pay more attention to the product's performance, use, specifications, grades, main ingredients, packaging, brand, etc., especially consumers with a serious tendency to seek for cheapness. They only want to be cheap regardless of whether the operator provides related services, and the The content, specifications, standards, and costs were neglected.

(2) Insufficient knowledge, awareness and ability to protect rights of consumers, especially the awareness of protection of rights and interests in related services. It is mistaken to think that service is a marketing tool for operators, and it does not consider service as part of a complete product. The difficulty of service forensics and evaluation is also the reason.

(3) China's product regulations and policies are focused on the physical part of tangible products, and service regulations and policies on tangible products have just begun. For example, the National Appliance Service Standard has been submitted to the National Appliance Standards Committee for approval. Another example is the draft of the "Automotive Consumption Policy", which has been initially drafted and has now been discussed by relevant units and automobile manufacturers. The State Planning Commission pointed out that through this policy, efforts should be made to cultivate automobile services, eliminate various unreasonable restrictions and unreasonable charges on automobile consumption, promote the growth of automobile private consumption, and create a good environment for automobile use. This policy places new requirements on China's automobile distribution system: existing domestic automobile manufacturers must gradually establish an independent self-produced automobile brand franchise sales and service system within three years, and the sales of imported cars must also be conducted by overseas automobile manufacturers. Establish an independent sales and service system for imported car brands in the country, and clearly point out that a relatively complete sales and service system for domestic car brands must be established within five years.

(4) The macro management and supervision and inspection of product quality are also mainly based on the physical part of the tangible product. For example, the fight against counterfeiting mainly refers to the physical part of the tangible product.

It can be seen that improving the service quality in tangible products requires consumers to continuously enrich their service knowledge and rights protection knowledge in tangible products. However, the types and quality of services are complex and complicated, and consumers cannot and do not need to Services are researched. For this reason, consumers generally hope that relevant departments can promptly issue service quality announcements in some tangible products in the form of "consumption warnings" and form a system; for operators, they should quickly pass legislation and stipulate their obligations to inform consumers of relevant services in advance The key content of legislation, legislation, law enforcement and supervision should be strengthened in terms of services, so that consumers can enjoy high-quality services.

1. Set up customer service department and its branches. Due to the importance of customer service as a focal point of competition, many manufacturers have established strong customer service departments, hired and trained their own service personnel, and assigned them to branches and provided the following customer services: (1) Reception Customers and visiting customers; (2) Credit services; (3) Consulting services; (4) Quality "three guarantees" services; (5) Installation, commissioning, and spare parts supply; (6) Technical training; (7) Roving inspections. These services complement each other and serve as a tool for customer satisfaction and loyalty.

2. Online services. With the rise of e-commerce, it can be said that the link from manufacturers to consumers is becoming less and less, and manufacturers are building stores online. For example, Dell Computer launched its own website in 1994 and has become the world's largest Internet commerce website. The website sales account for 4JD% -50% of the company's total revenue. Customers can evaluate a variety of configurations online, get instant quotations and technical support, and can easily find the machine configuration they need, and place orders directly with Dell on the Internet. According to customer needs, Dell manufactures computers that fully meet requirements, and establishes a comprehensive service system to provide customers with thoughtful and fast warranty services. A large number of pre-sale and on-sale services can be provided through the Internet, and some after-sales services can also be provided online. Engineers provide solutions directly online. The key to the success of online services is to establish a database of customer information and establish an interactive relationship with customers, and related services are suitable to be provided online.

3. Services are provided independently by middlemen and service providers, and there is no collaborative relationship between manufacturers and middlemen and service providers. Although this kind of service is provided at a low cost, it is difficult to guarantee the quality because the manufacturer is out of control of the service.

4. Provide in cooperation with middlemen. The integration of a service network and a distribution network. Distributors undertake product sales and services. This is a more traditional service provision method. The role of channels is not only to sell products to users, but also to provide a series of value-added services such as consulting for users. Because middlemen generally focus on sales and the quality of service is affected, it is not surprising that consumers greet each other with smiles when they buy, and have a cold eyebrow when repairing. Of course, there are reasons for the quality of maintenance personnel and management of the enterprise, but this service method itself can not be separated.

5. Provide cooperation with service providers. Separate services (mainly after-sales services) from sales and provide them in cooperation with service providers. Service providers only provide services but not sales, while distributors only sell and do not provide after-sales services. This is a novel service provision method. The specific methods are: Franchise operations, joint ventures, etc., are increasingly used by companies. For example, Shanghai Volkswagen has adopted a franchise model, and the number of special repair stations has grown to more than 450. This franchise model includes the service brand license, the business model license, the repair technology license, and the genuine parts license. Shanghai Volkswagen has cultivated this service model without copying throughout the country through layers of training. In the network planning, by gradual distribution from the province to the city to the region, the area is reasonably divided, which not only protects the interests of the maintenance station, but also provides users with more convenient services. Shanghai Volkswagen adopts exclusive clauses to require special maintenance stations to specialize in the Volkswagen brand, to use the blue ribbon as a corporate logo to carry out a unified image design, and to provide standardized maintenance services from reception, repair to invoicing. Shanghai Volkswagen provides a full range of system support for maintenance stations from personnel training, technical guidance, and spare parts supply. ^[1]