The Ford T strategy designed by Henry ford, which stated that “Any customer can have a car painted any color that he wants so long as it is black.”
行銷2.0 因為資訊科技的進步,消費者可以取得的資訊變多,the needs and wants of the consumers must be addressed and fulfilled. 訴求消費者情感層面的行銷追求價值:企業使命、願景與價值。“treating the individuals as simple consumers, to treating them as human beings, that have a mind, heart and feelings” 以提昇價值、精神滿足、重視體驗及以人為本
4.0 “a marketing approach that combines the online and offline interaction between companies and consumers”
「數位」改變了世界的行動與社群媒體,是一種「破壞式創新」;而F4因子(Friends、Families、FB Fans、Twitter Followers)構成一整套「行動社群行銷學」。在新虛實融合時代,已升級到行銷4.0。
圖片出處:https://www.forthalia.com/site_imgs/pkmf_2017/Kotler_1.png
“The GE-McKinsey nine-box matrix is a strategy tool that offers a systematic approach for the multi-business corporation to prioritize its investments among its business units.”
GE矩陣係麥肯錫管理顧問公司(McKinsey & Company)在1970年被委託參與通用電器(General Electric)策略事業組合顧問案時,所發展出來策略事業組合(portfolio of Strategic Business Units)分析工具。
GE矩陣係針對內部擁有多個策略性事業單位(Strategic Business Units)的大公司、大集團進行事業組合分析(business portfolio analysis)時,所應用的一種分析模式。
GROW:
Protect Position: 持續投資,保留在市場上的佔有率,集中策略維持自己的優勢。
Invest to build: 挑戰市場領導者,選擇能夠成長的地方去加強,改善弱點。
Build Selectively: 投資在最市場最具吸引力的區塊,提升自己的能力以對抗外在的競爭。增加產能以提高利潤。
HOLD
Build selectively: 在有限的資源及優勢之下,找到能夠克服弱點的方法。若無法維持永續成長,選擇退出。
Selective manage for earnings: 保護既有的活動,集中投資在有好的獲利且風險較低的區塊上。
Protect position and refocus: 維持現有的營收,但較集中在有吸引力的市場上,保有自己的優勢。
Harvest/ Divest
Expand or Harvest: 尋找能夠擴展事業但低風險的方法,否則及降低投資。
Manage for earnings: 保護最能夠獲利的區塊,將產品線升級,將投資維持在最小化。
Divest: 在能獲得最高利潤的前提下出售,降低固定成本,避免繼續投資。
過去只有大眾傳統媒體的時代,意見領袖指接收大眾媒體的訊息,因為大眾媒體擁有專業,也經常接觸新知與政治、經濟、社會等活動,因此能獲得群體的信任,
這些群體的領導者透過這樣,變成媒介與解釋資訊,並促使展開二次傳播,從而發揮在特定領域的影響力。
The idea of Key Opinion Leader was originated in 1940s by communications theorist Paul Lazarsfeld, he established a concept that people could change their views and preferences more because of trusted figures in their networks than because of Some more conventional forces such as advertising.
Key Opinion Leader is an expert whose opinion is valued in a specific industry or area of knowledge, and is listened to by a broader audience. KOLs are individuals who are trusted and respected specifically for this knowledge.
KOLs, on the other hand, have parallel professions, such as journalists, entrepreneurs, writers or politicians
Influencers can have a strong influence on an audience present on social media platforms like Instagram, Facebook, Twitter, and YouTube. While KOLs may have a presence on social media, these platforms don’t have to serve as their main communication channel. An influencer’s credibility comes from their online persona, their content and their perceived authenticity.
Awareness campaign Increases brand awareness and spreads information to consumers; occurs at an early stage in the purchase funnel because consumers are not yet trying to evaluate
whether to purchase the product.
增加品牌的知名度,對潛在客戶傳遞訊息。在產品發表初期的時候較好,因為顧客還沒有完全評估要不要購買。
Trial campaign Encourages consumers to make a purchase; typically linked to actions required of consumers (e.g., purchase).
嘗試,鼓勵消費者購買或試用,主要目的是讓消費者作出行動
Data literacy 資料素養、資料識讀、數據素養…等翻譯
圖片出處:https://madebymany-v2-next.s3.amazonaws.com/uploads/blog/featured_image/940/large_Data_Literacy_-_Graphic_by_Jehoaddan_Kulakoff_-_contents_by_Leslie_Bradshaw.jpeg