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mp

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M t t

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Holbrook, Howard (1977)m (Convenience goods) m ( Shopping goods) ( Specialty goods)

(Preference goods)V

Zhang Li, Nurit Gery

(2000)

m (Convenience goods) m ( Shopping goods) ( Specialty goods)

( Unsought goods)V

Vaughn (1980)/ a e ( ^ ^ f f l ^ $ ) . i t ^ A / ® e ( ^ ^ e ' ¥ S ) .{k ^ a /

^ ) . K ^ A /V

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Peterson n X ( 1997)

/

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m ^ s m ^ # ^ p ^ ' > u ® # ^ p m a ^ ® ® m = ^ # ^ s ^ ® ^ ^ ¥ m f ^ u ®

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© 1994-2011 China Academic Journal Electronic Publishing House. All rights reserved, http://www.cnki.net

90 ^ m * a 2011 ^

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Fig. 2 Classification Model of Knowledge - intensive Goods Driven by Value Realization

3. 3

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m 2 # T a ^ ^ s ^ ^ M M w a ^ ^ s f f a # e t t ®

Table 2 The Comparison of Characteristics of Knowledge - intensive Goods Based on Classification Model

^ A ff i f f lW ^ A ff i f f lW

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a M ^ a w r a ^ ^ a ^ ® f t t m w t ^ ^

t m « ® “ - ^ - ” w ^ ® f t t m

© 1994-2011 China Academic Journal Electronic Publishing House. All rights reserved, http://www.cnki.net

92 ^ m t m 2011 ^

p p Zi

4

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^^am = p^^s^mMMMp^^sm^u ^m^®^a, u^sM^^^pmM^^^m ®, i^Tp^^sm^m^^, s^M^^rawm^mM, spftft fflm ® s i"A fflm ® s *ft fflmfe« ^s i"A fflmfe« s = j^^T^^m Mp^^ss^sa^®^:gp#^®m^u^ m^tt^sm^^us^amtMM^, ; p

ia^^mn, mm^^:

(1) #a^Mp^^s^u^m^^um ^ma^,s^#^p m^ us^#«®^a^ttm± p^p sfms^^^sm^tti^^

(2) u^m^^mp^^s^mMMM^p#tt^^sM^M^^®^^T^^m^mp ^^sm^s^tt^ tM^ttus^u^m#^, i^T^s^#a^ .m a tt. :gp#^®m ^®m^^, ^T^-mp^^sm^u^^ *^^m^s= i^, i^fe«^^®m^m^ s, s m

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mTS^=

0^^m:1] p ^ ^ s m ^ ^ m n [U .

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Classification model of knowledge - intensive goods driven by value realization

Gu Yuanxun1, Shi Yingying1, Xiao Zhongdong2 ( 1. School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China;

2 . School of Management, X i’ an Jiaotong University, X i’ an 710049, China)

Abstract; The classification of Knowledge - Intensive Goods ( KIG) is the research fundation of KIG management. Through the

classification of KIG, the structure and the characteristics of KIG can be described more clearly than simply regarded the KIG as

a homogenous product. Therefore, according to the value realization processes, classification results can help academics and prac­

titioners to profoundy understand the differences and the management strategies of different types, which will build a base for the

KIG management research. At the beginning, two independent classification dimensions, i. e. customer type and product shape

related to value realization of KIGs are proposed, the process of value realization where the complexity of delivery was emphasized

and subsequently probed into, the whole KIG area can be consequently divided into four basic quadrants, namely, collectivity -

customization goods, individual - customization goods, collectivity - standard goods, and individual - standard goods as the re­

sults of the classification. Furthermore, the value growth points and realization mechanisms of each type KIG are pointed out by

comparing different types. Based on the classification model, the corresponding marketing and development strategy can be pro­

posed for different KIG types. The classification study of KIG could simplify the management and research process, improve the

efficiency of researchers and managers, and provide an analysis framework for exploring the management strategy of different KIG

types.

Key words I knowledge - intensive goods; classification; product shape; customer type; delivery

© 1994-2011 China Academic Journal Electronic Publishing House. All rights reserved, http://www.cnki.net

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