Research On Product Over-Functions Based On Enterpris' Perspective

With the advance of modern technology, so many products add new features more easily and led to product over-features which becomes more serious. Although these highly complex products were originally designed to bring consumers feature-rich experience, but in fact,these functions will only increase the difficulties of using, and learning to use these features do not provide any tangible benefits. What's more, over-functions has brought a corresponding disadvantage to businesses and consumers. First, for enterprises, improve the use of raw materials and increase the production costs, resulting in waste of resources and environmental pollution; Secondly, the product with too many features will eventually passed the cost on to consumers.In fact, many companies passed the cost onto the community and caused a series of social problems. Therefore, how to maximize corporate resources to meet the effective demand of consumers and achieve the maximization of customer value, namely, reducing the excessive product features, will be the new attention focus of corporates.In this paper, drawing on the previous academic study about the product over-features, and in-depth interviews with manufacturers the auther will divide product over-functions into four dimensions: business preferences, market preferences, competitive pressures, information asymmetry, and use the product brands as a moderator variable, to build a research model to explore the the four dimensions' relationship to product over-functions and to analyze the dimensions' degree of impact, identify the issues affecting product over features'key factors in order to help companies understand their own reason to increase mobile phone functionality and effectiveness,in order to help enterprises to establish long-term relationships with customers, access to long-term benefits and sustainable development.Empirical results show that the product over-functions'four dimensions all have positive correlation. Among them, the promotion of products has the greatest contribution, followed by the design preferences, once again is the information asymmetry, while the Chinese consumer market has the face consumption characteristics also has a significant influence. At the same time, through the analysis of ANOVA, found that different types of brands would not cause the differente results of the four dimensions'degree of effect. In the article's conclusion, based on research findings,the auther offered the ways that how to improve enterprise effectiveness of resource utilization, thereby reducing the waste of resources:enterprises should change the marketing conceptfrom the technology-oriented to the market-oriented;At the same time,for the customers with the characteristics of face-consumption,should cultivate the habites of rational consumption.