精選商業(yè)制霸手冊(cè)

1、商業(yè)制霸手冊(cè)商業(yè)制霸手冊(cè)市場(chǎng)營(yíng)銷(xiāo)的開(kāi)展差異化Differentiation Selling point USP (unique selling proposition)ESPemotional selling proposition 情感營(yíng)銷(xiāo)思考點(diǎn)上升到了消費(fèi)者的感情高度，通過(guò)賦予產(chǎn)品的價(jià)值和情感，轉(zhuǎn)而訴諸于購(gòu)置產(chǎn)品所帶來(lái)的獨(dú)特消費(fèi)體驗(yàn)以及消費(fèi)者形象。ESP更傾向于訴求購(gòu)置產(chǎn)品帶來(lái)的獨(dú)特的情感體驗(yàn)，從情感的層面挖掘商品與消費(fèi)者之間的連接點(diǎn)，與消費(fèi)者進(jìn)行深度溝通，而不再是通過(guò)產(chǎn)品的品質(zhì)或功能來(lái)實(shí)現(xiàn)產(chǎn)品的差異化。運(yùn)營(yíng)的每個(gè)環(huán)節(jié)都是為了一個(gè)ESP目標(biāo)，從生產(chǎn)，運(yùn)行，市場(chǎng)到售后效勞一個(gè)系統(tǒng)的形成ESP

2、差異化矩陣，那么自己的差異性出來(lái)，競(jìng)爭(zhēng)對(duì)手也很難模仿。形成持久的差異化定位。Stand out in the market“你在每一個(gè)點(diǎn)上被競(jìng)爭(zhēng)對(duì)手拷貝和復(fù)制的概率是非常大的，但是連續(xù)的一個(gè)系統(tǒng)，每一個(gè)階段，你都在為這個(gè)Unique selling proposition 效勞的時(shí)候，別人拷貝你的可能性就被逐步降低，甚至不可能。“The secret of business is to know something that nobody else knows- stand out in the market.樹(shù)立生活方式和審美的標(biāo)準(zhǔn)，身份的歸屬選擇產(chǎn)品，不僅僅看功能性差異化，而是情感的認(rèn)同和

3、共鳴In other words, that the task of marketing is to generate an emotional connection to the brand that is so strong that customers perceive difference from the competition.情感鏈接 emotional connection 建立自己的ESP給自己的功能上附著一個(gè)ESP，講功能背后的故事，開(kāi)發(fā)故事，情懷例如：現(xiàn)在的互聯(lián)網(wǎng)時(shí)代經(jīng)常講道，某一些公司的情懷怎樣怎樣，賣(mài)情懷，其實(shí)就是在賣(mài)ESP。獨(dú)特的用戶(hù)體驗(yàn) a unique cust

4、omer experience 產(chǎn)品設(shè)計(jì) 市場(chǎng)營(yíng)銷(xiāo)行為 marketing strategy Uniqueness is achieved through brand imagery, promotion, and sponsorship. There is no such things as a commodity. All goods and services are differentiable. 沒(méi)有什么事情叫做群眾商品。所有的產(chǎn)品和所有的效勞都是可被差異化的。需要特別指出的是公司的成功之道：守正出奇產(chǎn)品做好(首位)效勞做好其次才是市場(chǎng)營(yíng)銷(xiāo)在Emotional connection 不

5、斷建立的過(guò)程中，一方面要保有傳統(tǒng)，另一方面也要不斷地進(jìn)化。Gave the brand a youthful appeal Appeal to a broad customer base Target one segment of the market 縫隙市場(chǎng)replicate 復(fù)制best-selling products 爆品catch the eyes of celebrity endorsement 名人代言celebrities 明星distinctive look 獨(dú)特的外形睜眼看世界知識(shí)鑒賞家差異化戰(zhàn)略又稱(chēng)別具一格戰(zhàn)略，是指使企業(yè)產(chǎn)品，效勞，企業(yè)形象等與競(jìng)爭(zhēng)對(duì)手有明顯的區(qū)別，以

6、獲得競(jìng)爭(zhēng)優(yōu)勢(shì)而采取的戰(zhàn)略。這種戰(zhàn)略的重點(diǎn)在于創(chuàng)造被全行業(yè)和顧客都視為獨(dú)特的產(chǎn)品和效勞。差異化戰(zhàn)略的方法多種多樣，如產(chǎn)品的差異化，效勞差異化和形象差異化等。實(shí)現(xiàn)差異化戰(zhàn)略，可以培養(yǎng)用戶(hù)對(duì)于品牌的忠誠(chéng)。因此，差異化戰(zhàn)略是使企業(yè)獲得高于同行業(yè)平均水平的一種有效競(jìng)爭(zhēng)戰(zhàn)略。Differentiation can occur at any point in the value chain. 價(jià)值鏈Valuing adding 價(jià)值增加每一個(gè)鏈條都在提供價(jià)值增加S CURVE S 曲線邊際效應(yīng)品牌周期的管理到底是傳統(tǒng)定位，還是讓它隨波逐流？什么是匠人精神？在別人看不見(jiàn)的地方努力internal proces

7、ses 內(nèi)在環(huán)節(jié)Standing out is not limited to products or services- it can occur in any number of internal processes that translate into an improved customer experience. Swedish furniture retailer IKEA, for example, differentiates itself not only through contemporary design and low prices, but through the

8、entire customer retail experience. 頂峰體驗(yàn)記住的是付款之前的體驗(yàn)員工要知道企業(yè)看重什么不斷的lean 精益何時(shí)可以不考慮差異化？ Differentiation is not so important when a companys products match the desires of the customer and do not overlap with the competition.Although the risks might be high, differentiation is most effective when your prod

9、ucts are popular, but overlap with those of the competition.三個(gè)交集的內(nèi)容，需要做差異化What your company does wellWhat the consumer wantsWhat your competitors do well 我們有時(shí)常說(shuō)，做過(guò)事情，就有人記住你。有時(shí)候，我們并非是因?yàn)橐玫绞裁炊プ鍪虑?。相反，是你把這件事情真真正正地，發(fā)自肺腑地去把它做好了，你才有可能得到別的東西。In a market in which rival companies promote the uniqueness of th

10、eir products in ever-louder and more complex ways, consumers have become increasingly savvy when it comes to distinguishing reality from rhetoric.While differences do not have to be tangible- the evidence shows that an Emotional Selling Proposition is often enough- the challenge for businesses is th

11、at points of differentiation do have to be genuine and believable. Developing an emotional connection with customer requires that the differentiation is understood and consistently delivered throughout the organization. Difference has to be believable, and it is only believable if it is dependable.

12、商業(yè)品質(zhì)稀缺First-mover advantage 先發(fā)優(yōu)勢(shì)是使自己成為一個(gè)新開(kāi)發(fā)市場(chǎng)或新產(chǎn)品的先發(fā)者，以獲取回報(bào)的一種戰(zhàn)略。這種回報(bào)是持久的，且具備長(zhǎng)期的市場(chǎng)控制力，令競(jìng)爭(zhēng)對(duì)手無(wú)法或難以效仿，企業(yè)因此能夠得以生存，盈利和開(kāi)展。先發(fā)優(yōu)勢(shì)理論在市場(chǎng)營(yíng)銷(xiāo)中多用來(lái)解釋在市場(chǎng)競(jìng)爭(zhēng)中，先進(jìn)入市場(chǎng)者相比照后進(jìn)入者存在著哪些競(jìng)爭(zhēng)優(yōu)勢(shì)。因此，在企業(yè)科技競(jìng)爭(zhēng)中，先發(fā)優(yōu)勢(shì)理論主要解釋企業(yè)優(yōu)先研發(fā)和運(yùn)用新技術(shù)為企業(yè)帶來(lái)哪些競(jìng)爭(zhēng)優(yōu)勢(shì)。Be first or be better Customer mindset 消費(fèi)者心智A new breed 新物種Mantra 咒語(yǔ)，頌歌Race to market Materialize 實(shí)現(xiàn)