德勤-数字化战略转型中的客户管理建议书P62

打造企业发展的数字化转型落地方法目录1乙方数字化介绍2乙方在数字化转型方面的解决方案企业数字化转型的各种模式和方法有效建立客户数字化体验的方法如何通过数字化转型来提升企业业务3结束语乙方数字化解决方案在深度和广度上能够满足客户的多元化需求乙方数字化团队始终以客户需求为中心，量身打造数字化解决方案识别洞见市场机会分析市场需求评估顾客分析与细分受众及内容分析品牌审计竞争者分析点燃创新创意策划创意战略创新进程产品、解决方案与服务设计定义战略成长战略品牌战略顾客体验设计(CXv)顾客管理平台企业数字化战略产品与解决方案定价与利润管理商业案例制定营造体验全渠道体验设计移动应用与新兴体验IoT数字化生态系统设计提升品牌创意活动与内容品牌内容市场营销数字、社交以及移动应用会员计划及忠诚度管理内容营销其他品牌营销服务搭建平台客户平台电子商务平台HR系统人工智能云计算增强现实/虚拟现实（AR/VR）平台分析平台营销自动化IoT

平台大数据平台数字转型转型路径和投资分析数字化能力评估敏捷开发数字化领导力与人才数字化变革管理数字化文化数字化供应链数字化金融服务移动办公优化运营数据分析市场营销组合建模高级分析策略架构可视化和报告市场活动分析与优化预测分析平台支持机器人与认知自动化创新iPMO网络安全ID、资产和漏洞管理数据保护安全监测风险分析事件响应危机管理数字化转型数字化体验数字化核心我们相信一切皆为品牌。我们想象、营造和经营未来。我们是创意数字咨询。乙方数字化的独特定位与我们的竞争对手不同，乙方数字化是一站式的解决商，能够为客户提供真正的端到端的支持A

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设计公司管理咨询系统集成商营销服务提供商控股公司(只适用于市场推广领域)乙方数字化创意

交付

运行

四大咨询公司涉足广告代理商业务咨询公司发现，由于进入营销和广告业务，收入大幅增加，但是有些人认为文化冲突仍然存在咨询顾问的崛起乙方、普华永道、埃森哲的广告和营销服务的部门的收入变化：PwC

DigitalAccenture

Interactive乙方Digital$3.3B$5.1B$5.4B$1.9B$2.9B$4.4B$6.5B$8.5B$737M$1.1B201420152016201720182014201520162017201820142015201620172018$6.0B$8.0B$10.0B$13.0B$16.0B亚历山德拉·布鲁尔

/华尔街日报

美国东部时间2019年6月17日10:02近日，埃森哲(Accenture

LLC)对热门的创意提供商Droga5进行了收购，这只是咨询公司不断蚕食营销服务市场的最新的举措。多年来，埃森哲，乙方和普华永道一直在投资于营销服务领域，收购广告公司，并大量招募高管，逐步从700亿美元的广告公司业务中蚕食市场份额，增加专业服务的整体营收。普华永道数字服务主管TomPuthiyamadam说：“我们认为，营销人员的议程一直在发展，着重于创造卓越的体验。”“这就是我们需要建立并继续投资的业务。”这个观点引起了众多营销人员的共鸣。乙方（Deloitte），埃森哲（Accenture）和普华永道（PwC）在其营销服务所在的集团中均实现了指数级增长。根据该公司的数据，埃森哲（AccentureInteractive）的收入已从2014年的19亿美元激增至2018年的85亿美元，该公司收购了包括Fjord，Karmarama和Droga5在内的多家创意商店。普华永道（PwCDigital）表示，其收入已从2014年的7.37亿美元跃升至2018年的54亿美元，部分营收增长是通过收购Pond，Outbox

Group和BGT

Partners获得的。乙方

Digital

在2018年的收入为160亿美元，远高于2014年的60亿美元。Source:

the

companies这些投资的背景是营销人员承受着数字化转型压力，并不断重新思考与消费者互动方式，提升客户体验，而传统广告服务商难以提供有效的策略、业务、技术支持。目录1

乙方数字化介绍2勤在数字化转型方面的解决方案德企业数字化转型的各种模式和方法有效建立客户数字化体验的方法如何通过数字化转型来提升企业业务3结束语互联网公司的数字化运营逻辑采用不同于传统思维模式的三层商业逻辑是大多互联网公司的共性复合渠道客户经营运用数据来理解消费者并促使市场的进化发展。使用数据以创造粘性并利用粘性引导流量数字化能力平台提供服务的能力-在线及线下-链接流量入口并维持生态系统粘性水平数据数据服务可以以模式认知，行为分析，标记用户和形成忠诚计划的方式呈现的基础和促成者数据复合渠道客户经营数字化能力平台售前与售中支持深度服务能力整合实时可见的透明供应链细颗粒度的客户数据数字化能力平台生态系统数据复合渠道客户经营行业的渠道正在发生深度的变革，数字化一方面给了企业提升销售效率的可能，另一方面也要求企业为渠道提供更好的体验。并且，数字化正让企业接触终端消费者变成可能数据是数字化的核心基础，数据也是企业掌控未来的前提。基于数据，AI成为可能；而IoT也为企业带来了更多可加以利用的数据企业需要搭建完整的数字化平台，并通过这一平台承载一系

列的能力。这一平台超脱传统IT的

范畴，它的用户遍布整个生态系统，它让全新的交互方式成为可能数字化资产模型现代企业在以下三个领域中不断拓展，并提升自身的数字化能力设计新的商业模式设计详尽的商业模式及投资主题并优选数字化选项作为出发点28

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to

picture

the

member

profilesall

members’

behaviors

and

information

on

across

the

customer

journeyQ&A

and

O2O

service

platform

•

Conduct

customer

segmentation

and

map

withrelevant

member

profilePredict

the

next

action

and

user

favored

•

Establish

demand

forecasting

model

to

benefit

Recommendation

engine

content

based

on

past

data

analytics

personalized

content

notification

and

improveservice

qualityData

miningEvaluate

potential

disease

and

pest

risk

based

onLeverage

computational

methodologies,

reported

issues

volume

and

detailed

information

such

as

artificial

intelligence,

machine

collected

from

Q&A

and

O2O

platformlearning,

to

uncover

patterns

and

insights

•

Leverage

natural

language

processing

(NLP)from

unstructured

large

data

sets

analysis

to

build

linkage

between

written

or

spokenlanguage

and

practical

purpose实地考察内部访谈外部访谈主题1主题

2主题

3主题

4电子商务Digitized

Service

NetworkKey

potential

partnersCentral

agriauthoriLocal

agricauthoriAcadeassociatSource:

Monitoregory

Potential

partner

Partner

brief

description Collaborative

modelAgricultural

•

Branch

organization

of

Ministry

of

Agriculture,

•

Syngenta

can

enlarge

experts

technology

service

which

is

responsible

for

agriculture

academic

influences

and

encourage

center

technology

development

and

promotion

them

to

answer

questions

on

Q&Aplatformcultural

tyState-level

•

Syngenta

can

provide

Q&A

platformagricultural

research

•

Research

institute

dedicated

to

specific

access

and

O2O

in-field

surveyinstitute

(e.g.

citrus

category

of

crops

or

fruits

opportunity

to

attract

research

expertsresearch

institute)

and

help

them

complete

researchprojects•

Syngenta

can

attract

experts

to

ultural

Province

plant

•

Provincial

agricultural

authority

is

in

charge

of

answer

questions

on

Q&A

platform

to

ty

protection

bureau

prevention

of

disease

and

pest,

agri-science

help

them

understand

plant

diseaseusage

regulation,

plant

quarantine,

etc.

and

pest

situations•

Syngenta

can

invite

associationmic

China

society

of

•

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non-profit

association

organized

experts

to

give

online

lectures

toion

plant

protection

by

crop

protection

researchers

and

experts

increase

experts’

reputation

building(CSSP)

and

enlarge

academic

impact乙方

analysisprovidIoT

solution

pAgricultureSource:

Monitortegory

Potential

partner

Partner

brief

description Collaborative

model•

Established

in

2007,

Xaircraft

devotes

itself

to

•

Rent

from

UAV

manufacturer

directly

becoming

a

professional

UAV

manufacturer

for

a

period

at

a

favorable

rate

basedXaircraft

concentrating

on

agriculture

and

geography

on

the

strong

bargain

power

of

SYT•

It

owns

superb

intelligent

aviation

technology,

•

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UAV

in

SYT

experience

centertion

which

makes

UAV

spraying

more

precisely

•

Place

UAV

at

BBD,

which

SYTer

with

pre-set

parameter

in

recognized

border

product

accounts

most

of

its

product•

Any

request

made

by

growers

are•

Established

in

2006,

DJI

is

a

leading

UAV

delivered

to

BBD,

and

BBD

is

inDJI

solution

provider,

with

full-range

portfolio

in

charge

of

dispatch,

logistics

and

UAV

industry payment

collection•Established

in

Hangzhou,托普IoT

is

a

listed

company

in

new

three

board,托普IoT

•Comprehensive

IoT

like

pest,

disease,

soil

•Cooperate

with

IoT

solution

moisture

and

crop

status

detecting

solutions

providers,SYT

brings

more

trafficrovider

are

provided

and

IoT

provide

equipment

and•

A

agriculture

start

up

company,

aiming

at

technologyAirAg

Technology

agriculture

intelligent

hardware

R&D

and

IoT

application

integrated

with

big

dataGago

Group

•

A

start-up

agriculture

big

data

company,utilizing

satellite

to

collect

data

•

Buying

data

charged

on

usagebig

data

•

A

agriculture

big

data

company,

partial

•

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data

charged

byny

Jinhetech

acquired

by

Batian,

is

a

leading

company

in

monthly/annually

data

management

and

miningns

and

China

society

of

•

Association

organized

by

crop

protection

•

Syngenta

can

cooperate

withtitutes

plant

protection

researchers

and

experts

association

experts

to

give

key(CSSP)

insights

on

ICS

research

and

design乙方

analysisSmart

FarmingPartner

cat

Key

potential

partnersMoA

Traceability

SystemPartner

ca

Key

potential

partnersUAV

solu

Partner

category

Potential

partner

Partner

brief

descriptionCollaborative

modelCentral

government

Ministry

ofMoA

is

open

to

collaborate

with

3rdparty

platform

as

long

as

it

acceptsThe

government

department

in

charge

of

government

regulationsdepartment

Agriculture

agriculture

and

rural

economic

development

•

Syngenta

can

layer

a

traceability

ontop

of

the

MoA’s

official

system

(canstart

with

a

pilot)Value

chain

leading

playersLeverage

ChemChina’s

wide

businessChemChina

•

China’s

largest

chemical

company

and

a

network

in

agriculture

sector

and

rich

state-own

enterprise government

resources

(national

andregional)ShunxinA

leading

agriculture

company

vertically

integrated

along

the

food

value

chainInvite

the

agriculture

companies

to

join

the

SYT

traceability

given

that

Syngenta

collaborates

with

the

themLegend

Holdings,

•

Leading

conglomerates

in

China

withCOFCO,

etc.

significant

presence

in

agriculture

sector

on

crop

protection

and

seed

businesscompa

Global

Inspection,

SGS,

Bureau

Veritas,

•

World's

leading

inspection,

verification,testing

andcertification

agency

ALS

Global,

etc.

testing

and

certification

companiesInvite

certification

agency

join

the

platform

and

SYT

traceability

provides

them

a

chance

to

expand

market

influence

in

China

agriculture

sectorLondon

based

startup

that

providesAssociatio

blockchain

based

food

traceability

solution

•

Syngenta

can

team

up

with

theresearch

ins

Provenance

•

Provenance

piloted

blockchain

technology

for

blockchain

companies

to

co-developtracing

yellowfin

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skipjack

tuna

fish

in

the

system

and

analytics

capabilityTechnology

provider

Indonesia

from

catch

to

consumer

•

Or

Syngenta

just

outsource

theAmerican

company

that

provides

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system

development

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them

and

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food

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supply

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the

analytics

capability

itself

transparency

software

solutionsSource:

Monitor

乙方

analysis商业模式画布创新要求Source:

Monitor

乙方

analysis

Trafficgeneration

Valuecreation

Infrastructure点出必备的能力潜在合作伙伴及合作模式Syngenta

Grower

ClubHypothetical

investment

and

return

“size

of

prize”

analysisSource:

Expert

interOngoing

investmentAll

options2-5

million

RMB No

more

than

current

market

campaign

costTangible

returnNewacquisitiRetentiSyngenta

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Club

Investment

Analysis•

A

typical

loyalty

program/CRM

system

establishment

cost

is

•

Promotional

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costaround

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million

RMB

depends

on

scales,

function,

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Initial

system

development

•

Channel

education

cost–

Infrastructure •

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labor

cost–

Data

analystsSyngenta

Grower

Club

Return

AnalysisKey

Factors

Unit

FMCG

industry

Maximum

Calculationreference

value

methodologyA

%

increase

ofnew

customer

%

10%-20%

10%B

%

of

total

revenueof

current

% 50%

Total

=

A

╳

B

╳

Cer

grow

club

potential

target

group

returnon

C

Total

revenue

RMB

170,000,000Total

Return

RMB

8,500,000%

vulnerable

repurchasers

toD

loyalists

%

30%-40%

30%E

%

increasespend

pertime

%

20%-40% 20%

Total

=

D

╳

E

╳

F

╳

Gon

%

of

total

revenue

of

current

returnF

grow

club

potential

target

group

%

50%G

Total

revenue

RMB

170,000,000Total

Return

RMB

5,100,000•

More

efficient

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attendees

per

event,

more

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coverage

per

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per

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•

Help

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slides

with

detail

view,

press

release,

Monitor

乙方

analysisOptions Initial

investment1Smart

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rmingHypothetical

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and

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intSource

of

retSavinIntangible

retur

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sales

brby

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refer

to

ca

sprayIntangible

retcustom

UAV

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Initial

investmentst

data

for

•

Annual

forecast

data

fee

is

around

1-3

million

RMBnning

−

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fee

paid

for

weather

and

pest

forecast

data.

The

annul

fee

for

SYT

to

purchase

potatobig

data

in

northeast

area

is

approximately

1

milli