This paper will look at the overall positioning of smart home products from the perspective of marginal utility, and analyze the marketing strategy of smart home enterprises.
I. The origin of the topic
A few days ago, the author chatted with a retired electrical engineer from a research institute about 80 years old. He asked the author what the Internet of Things is, and smart home. He said that he felt that he could not keep up with the progress of science and technology. The author explained to him briefly. "Internet of Things is the Internet plus automatic control ; smart home products are a new general term or name for such products after the Internet of Things is applied on household products."
To this end, the author feels a doubt that such a retired electrical engineer who can often go online to read the news on his own is asking what the Internet of Things and smart home are. Then, as the general public with less scientific literacy, What kind of situation will it face?
Following such doubts and analysis, the author realized that there are some embarrassing value positioning problems in smart home products. Otherwise, in the Internet era where information dissemination is so fast, how can these new concept products delay to fly into ordinary people? Obviously, in the Internet age, this is not a problem of poor sales channels. Then, what problem will it play a decisive leading role in it? Is it the reason why it is expensive? Is it that the price will drop and it will change the current state of extreme popularity?
It is also the contradiction of philosophy that there is only one major contradiction in things, and the main contradictions restrict the resolution of other minor contradictions. Then, what is the main contradiction that plays a leading role in the issue of smart home products flying into the ordinary people? With this problem, the author has to jump out of the product itself to explore the reasons for the value attribute of the product.
2. Marginal utility concept
In economics, there is a concept of “marginal utilityâ€, which, in layman's terms, is the degree of increase or decrease in demand satisfaction caused by each item of increase or decrease. Formula can be expressed as follows:
Corresponding to this, there is also the concept of “marginal cost†(see Equation 2 below).
Generally speaking, when consumers decide whether to purchase a product, they will use these two formulas consciously or unconsciously in the subconscious to measure cross-comparison. For example, the number of items 1 = 0, the number of items 2 = 1, means "purchase a piece of goods";
Considering that "there are only two cases with and without the item", the two cases of "number of items 1 = 1, number of items 2 = 0" and "number of items 2 = number of items 1 = 0" are regarded as "no such" "Item" is a state. Using this concept and method, we can qualitatively analyze the "marginal utility" of purchasing a commodity, that is, its "initial value". This is a very useful method of economic analysis and thinking based on consumer psychology.
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