商业制霸手册.docx

商业制霸手册市场营销的发展差异化Differentiation Selling point USP (unique selling proposition)ESP（emotional selling proposition） 情感营销思考点上升到了消费者的感情高度，通过赋予产品的价值和情感，转而诉诸于购买产品所带来的独特消费体验以及消费者形象。ESP更倾向于诉求购买产品带来的独特的情感体验，从情感的层面挖掘商品与消费者之间的连接点，与消费者进行深度沟通，而不再是通过产品的品质或功能来实现产品的差异化。运营的每个环节都是为了一个ESP目标，从生产，运行，市场到售后服务一个系统的形成ESP差异化矩阵，那么自己的差异性出来，竞争对手也很难模仿。形成持久的差异化定位。Stand out in the market“你在每一个点上被竞争对手拷贝和复制的概率是非常大的，但是连续的一个系统，每一个阶段，你都在为这个Unique selling proposition 服务的时候，别人拷贝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.树立生活方式和审美的标准，身份的归属选择产品，不仅仅看功能性差异化，而是情感的认同和共鸣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.情感链接 emotional connection 建立自己的ESP（给自己的功能上附着一个ESP，讲功能背后的故事，开发故事，情怀）例如：现在的互联网时代经常讲道，某一些公司的情怀怎样怎样，卖情怀，其实就是在卖ESP。独特的用户体验 a unique customer experience 产品设计 市场营销行为 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. 没有什么事情叫做大众商品。所有的产品和所有的服务都是可被差异化的。需要特别指出的是公司的成功之道：守正出奇产品做好(首位)服务做好其次才是市场营销在Emotional connection 不断建立的过程中，一方面要保有传统，另一方面也要不断地进化。Gave the brand a youthful appeal Appeal to a broad customer base Target one segment of the market 缝隙市场replicate 复制best-selling products 爆品catch the eyes of celebrity endorsement 名人代言celebrities 明星distinctive look 独特的外形睁眼看世界知识鉴赏家差异化战略又称别具一格战略，是指使企业产品，服务，企业形象等与竞争对手有明显的区别，以获得竞争优势而采取的战略。这种战略的重点在于创造被全行业和顾客都视为独特的产品和服务。差异化战略的方法多种多样，如产品的差异化，服务差异化和形象差异化等。实现差异化战略，可以培养用户对于品牌的忠诚。因此，差异化战略是使企业获得高于同行业平均水平的一种有效竞争战略。Differentiation can occur at any point in the value chain. 价值链Valuing adding 价值增加（每一个链条都在提供价值增加）S CURVE S 曲线边际效应品牌周期的管理（到底是传统定位，还是让它随波逐流？）什么是匠人精神？（在别人看不见的地方努力）internal processes （内在环节）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 entire customer retail experience. 高峰体验记住的是付款之前的体验员工要知道企业看重什么不断的lean 精益何时可以不考虑差异化？ 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 products are popular, but overlap with those of the competition.三个交集的内容，需要做差异化What your company does wellWhat the consumer wantsWhat your competitors do well 我们有时常说，做过事情，就有人记住你。有时候，我们并非是因为要得到什么而去做事情。相反，是你把这件事情真真正正地，发自肺腑地去把它做好了，你才有可能得到别的东西。In a market in which rival companies promote the uniqueness of their 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 that 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. 商业品质稀缺First-mover advantage 先发优势是使自己成为一个新开发市场或新产品的先发者，以获取回报的一种战略。这种回报是持久的，且具备长期的市场控制力，令竞争对手无法或难以效仿，企业因此能够得以生存，盈利和发展。先发优势理论在市场营销中多用来解释在市场竞争中，先进入市场者相对比后进入者存在着哪些竞争优势。因此，在企业科技竞争中，先发优势理论主要解释企业优先研发和运用新技术为企业带来哪些竞争优势。Be first or be better Customer mindset 消费者心智A new breed 新物种Mantra 咒语，颂歌Race to market Materialize 实