精選商業(yè)制霸手冊

1、商業(yè)制霸手冊商業(yè)制霸手冊市場營銷的開展差異化Differentiation Selling point USP (unique selling proposition)ESPemotional selling proposition 情感營銷思考點(diǎn)上升到了消費(fèi)者的感情高度，通過賦予產(chǎn)品的價值和情感，轉(zhuǎn)而訴諸于購置產(chǎn)品所帶來的獨(dú)特消費(fèi)體驗(yàn)以及消費(fèi)者形象。ESP更傾向于訴求購置產(chǎn)品帶來的獨(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，而不再是通過產(chǎn)品的品質(zhì)或功能來實(shí)現(xiàn)產(chǎn)品的差異化。運(yùn)營的每個環(huán)節(jié)都是為了一個ESP目標(biāo)，從生產(chǎn)，運(yùn)行，市場到售后效勞一個系統(tǒng)的形成ESP

2、差異化矩陣，那么自己的差異性出來，競爭對手也很難模仿。形成持久的差異化定位。Stand out in the market“你在每一個點(diǎn)上被競爭對手拷貝和復(fù)制的概率是非常大的，但是連續(xù)的一個系統(tǒng)，每一個階段，你都在為這個Unique selling proposition 效勞的時候，別人拷貝你的可能性就被逐步降低，甚至不可能?！癟he secret of business is to know something that nobody else knows- stand out in the market.樹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ESP，講功能背后的故事，開發(fā)故事，情懷例如：現(xiàn)在的互聯(lián)網(wǎng)時代經(jīng)常講道，某一些公司的情懷怎樣怎樣，賣情懷，其實(shí)就是在賣ESP。獨(dú)特的用戶體驗(yàn) a unique cust

4、omer experience 產(chǎn)品設(shè)計(jì) 市場營銷行為 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營銷在Emotional connection 不

5、斷建立的過程中，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鑒賞家差異化戰(zhàn)略又稱別具一格戰(zhàn)略，是指使企業(yè)產(chǎn)品，效勞，企業(yè)形象等與競爭對手有明顯的區(qū)別，以

6、獲得競爭優(yōu)勢而采取的戰(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)用戶對于品牌的忠誠。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爭戰(zhàn)略。Differentiation can occur at any point in the value chain. 價值鏈Valuing adding 價值增加每一個鏈條都在提供價值增加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 我們有時常說，做過事情，就有人記住你。有時候，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)勢是使自己成為一個新開發(fā)市場或新產(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，且具備長期的市場控制力，令競爭對手無法或難以效仿，企業(yè)因此能夠得以生存，盈利和開展。先發(fā)優(yōu)勢理論在市場營銷中多用來解釋在市場競爭中，先進(jìn)入市場者相比照后進(jìn)入者存在著哪些競爭優(yōu)勢。因此，在企業(yè)科技競爭中，先發(fā)優(yōu)勢理論主要解釋企業(yè)優(yōu)先研發(fā)和運(yùn)用新技術(shù)為企業(yè)帶來哪些競爭優(yōu)勢。Be first or be better Customer mindset 消費(fèi)者心智A new breed 新物種Mantra 咒語，頌歌Race to market Materialize 實(shí)現(xiàn)