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秦朔:营销变化的本质是越来越接近消费者

超级大满贯  10YUE12RI,2019KETELEWEILAIYINGXIAOFENGHUIZAIJINGJUXING。ZHONGGUOSHANGYEWENMINGYANJIUZHONGXIN、QINSHUOPENGYOUQUANDEFAQIRENQINSHUOZAIFENGHUISHANGFABIAOLETIWEI《CMO、CGO、CDO,SHEISHIWEILAIQUSHI?》DEYANJIANG。

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  21SHIJICONGPINPAIJIEGOU,PINPAIHUANJING,PINPAIGUANXI,DOUYOUHENDUOTIAOZHAN。CMOYAOTONGGUOSHUZIHUA,ZUIHOUZHUANBIANCHENGCGO,ZHEIJIUSHIWODEGUANDIAN。SHUZIHUABUJINJINZHISHIBAMONIBIANCHENGSHUZI,SHIZHENGGESHANGYEMOSHIHEZHENGGEXINDEFUWULEIBIEYAOYOUSHUZIHUAZHUANXING,BUJINSHIMAICHANPIN,BIRUPINGGUOSHOUJI,BAOKUOWOMENXIANZAIDESHOUJI,GENGDUODESHIMAIFUWU,YAOJINXINGZHEIGEBIANHUA。CONGSHEHUIHUAMEITIDELUJINGLAIKAN,CONGMENHU,DUANSHIPIN,RENGONGZHINENG,ZHINENGHUATUIJIAN,YEYOUHENDADEBIANHUA。

  YIXIASHIYANJIANGNEIRONGSHILU:

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  ZHEIGEDONGXIKENENGLIANGMIANLAIKAN,YIFANGMIAN,DEDEQUEQUE,WOMENKANDAOLEYOUXIECHANPINDEXIAHUA,WOMENYEKANDAOLEZHONGGUOSHICHANGZHONGHENDUOLINGDAOZHEDEZENGZHANGSUDUZAIJIANGDI,GANGCAIZONGZONGSHUOTAMENXINGYE5%DAO6%,WOCHALEBIJIAOXINDESHUJU,GELIHEMEIDEJINNIANSHANGBANNIANZENGZHANGLEDUOSHAO?DAGAISHI6%DAO7%。SHIPINYINLIAOHUIHAODIAN,DANSHIYEGENWOMENXIANGXIANGDELIANGWEISHU20%,30%,NEIGESHIDAIYIJINGGUOQULE。QINGDAOPIJIUZENGZHANG9%,WOQIANDUANSHIJIANQUYILI,SHANGBANNIANZENGZHANGLE13%DUO。YOUMEIYOUYANJIUZHEIXIEZENGZHANGLAIZIYUNALI?WULUNSHIQINGDAOPIJIU,WULUNSHIYILI,ZHUYAOZENGZHANGSHILAIZIYUXINCHANPIN。QINGDAOPIJIUXINDEDONGSHIZHANGDEYIGEJIEMU,MEIGEZHUOZISHANGFANGLE“HAIZAOWANGZI”,SHIZUOSHUIDE,YILIYEYOUDALIANGDECHANPINZAIZUOSHUI,ZHONGGUOZUIYOUXIUDEZHEIXIEQIYEDOUSHIWOMENDESHANGSHIGONGSIDEBAIMA,XIANZAIJIUSHIGEWEISHUDEZENGZHANG,ERTONGSHIZHEIGEZENGZHANGGENGDUODEBUSHIKAOCHUANTONGCHANPINLAIZENGZHANG,ERSHIKAOKAIFAXINDECHANPIN,YAOZHONGXINDINGYIZHEIGEXINGYE,TAMENDOUBUZAISHUOZIJISHIYIGEZHIZUOPIJIUDEXINGYE,HUOZHEZHIZUORUPINDEXINGYE,DOUBAZIJIZHONGXINDINGYICHENGDAJIANKANG,DADEJIANKANGCHANYE。

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超级大满贯  HENDUORENSHUOZAIZHONGGUOZUOSHENGYIHENNAN,ZAIMEIGUOGUOQUDE2008NIANDAO2017NIAN,MEIGUORetail and food serviceZENGZHANGLE30%,ZHONGGUOZHIZENGZHANGLE2BEIDUO,ZAIZHONGGUOSUODUIYINGDEKOUJINGJIUSHISHEHUISHANGPINLINGSHOUZONGE。BUSHISHUOWOMENYAOBEIDIANFULE,ERYINGGAITAOLUNWEILAIZENGZHANGKONGJIANZAINALI,WORENWEIYOUWUGEQUSHI,YIGESHIFUWUXIAOFEIDEZENGZHANGSHIFEICHANGMINGQUEDE,DIERSHI80HOUDERENKOU,YINWEIJIHUASHENGYUDEYINGXIANG,ZHONGGUO80NIANDAI,90NIANDAI,10NIANDAI,10HOU,DAOJINNIAN10NIANDAIJIUJIESHULE,DAZHISHANGSHIZHEISIGESHUZI,SIGEDAIJI。DANGRAN,ZHONGGUODETONGJIKOUJINGFEICHANGLUAN,DANSHIZONGTISHANGWOMEN1981NIANYIHOUCHUSHENGDERENKOUJIEJIN7YI,80HOUYIHOUCHUSHENGDERENBI80NIANYIQIANCHUSHENGDERENDUO,ERQIEZHEIGEQUSHIHUIJIAJU,ZHEIJIUSHIXINDEDAIJI,DUITAMENDEYANJIUJIUCHENGWEIGUANJIAN。50HOU,60HOU,70HOUDEREN,NISHUOYAODONGCHA80HOU,90HOU,00HOUXIAOFEIZHEDEXUQIU,JIUSUANNIYEZAIYONGDASHUJU,DANSHINIZHENGGESIWEIKUANGJIASHIBUXINGDE。SUOYI,HENYOUYISI,WOMENZAIZUODENVXINGKENENGYONGLANKOU,ZHEISHIFEICHANGCHENGGONGDEPINPAI,WOWENGUOOULAIYADECEO,WEISHENMELANKOUZUODEZHEIMECHENGGONG,SHUOLEHENDUODAOLI,QIZHONGYIGEDAOLI,LANKOUmarketingDETUANDUI7GEREN,PINGJUNNIANLING27SUI。JIUSHIHENNIANQINGDERENQUZUOLANKOUZHEIYANGXIANGDUINIANLINGGENGDADE,DANSHIFANERZUODEGENGHAO,DANSHIRANG40、50SUIQUZUO20、30SUIDEmarketing,SHIZUOBUHAODE。GUOQUJINIANXIACHENSHICHANGZAIQILAI,SHIYINWEIZHONGGUOXIANGCUNRENKOURENGRANYOU5YIDUOREN,WEILAIHUIANZHAOYIQIANWANDESUDUWANGCHENGSHIQIANYI,BIJINGZHEIGESHICHANGGUIMOHAIZAINEILI,TEBIESHIZAIZHONGZHIYE,YANGZHIYEXIANGDUIBIJIAOWENDINGDENEIXIEDIQU,DAGONGHUILAIDEQIANBIJIAOGUDINGDEQUYU,TAMENDEXIAOFEIZAIMANMANQILAI。DISIGEQUSHI,BUNENGHUSHI60HOU,70HOUSUOWEIDE“YINFAZHU”,WOMENYIJIANGJIUSHINIANQINGHUA,QISHI60HOUGEN70HOUTAMENSHIZAIGAIGEKAIFANGYIHOUYIJINGYOUBIJIAOHAODECAIFUJILEIDELIANGGEDAIJI,GEN30HOU、40HOU,ZHEIGERENQUNMANMANZAISHOUZHAI,60HOU,70HOUYIJINGGAOBIELEJIEYUEJIMEIDE,YIJINGSHIXIAOFEIJIMEIDEDEXINFENGZHE。60HOUSHIWOMENSUOYOUDAIJILIMIANRENSHUZUIDUODE,60HOU,70HOUJIAQILAIYOU4YIDUOREN,“YINFAXIAOFEI”,TAMENGEGEFANGMIANDEXIAOFEIHUIFEICHANGDEDA。DIWUJIUSHIJISHUQUDONG,BUZHANKAILE,WOMENKANDAOFEISHENGHUOBIXUPINZHANDEBIZHONGYEZAITIGAO。

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超级大满贯  ZHEISHIAmazon GO。

  ZHEISHIOULAIYA,KEYIKANTAMENDENIANBAO,JIANGDAOZHONGGUODUITAMENQUANQIUZENGZHANGDEGONGXIAN,FEICHANGFEICHANGDUO。

超级大满贯  ZHEIGELIZI,WOZAIBALIDESHIHOUGENYIGEZHONGGUOHENNIANQINGDECHUANGYETUANDUI,TAMENBANGZHUOULAIYAGENTIANMAOZHIJIANQULIANJIE,BAMEIBAOLIANDEZHINENGFANMAIJIFANGZAIDAXUEDECAINIAOYIZHANPANGBIAN,TONGGUOSHIYANGLAIHUODESHUJU,TONGGUOARSHIKOUHONG,TUZAIZUISHANGDEXIAOGUO,RUGUOMANYIKEYILINGYANG,ZHEIGESHIHOUKEYIDANCHULAIYIGEERWEIMA,RUGUONISHITIANMAODEYONGHUJIUKEYIZHIJIENALE。YINWEISHIDAXUESHENG,BUNENGNEIMEGUI,YOUYIXIEBIJIAOBIANYIDESHANGPINKEYIZAIJIQISHANGGOUMAI,BIRUZHIJIAYOU。BAOKUOZHILIANWANG,ZHEIGESHEBEISHIZAIZHONGGUOSHENGCHANDE,YONGGANYINGTIEDEFANGFA,TIXINGNITIANQISHISHENMEYANGDE,ZIWAIXIANSHISHENMEYANGDE,YINGGAIZENYANGYONGCHANPIN。ZUIXINDEYIGEANLI,FANXIANGDECHUANGXIN,WOGENTIANMAOZAIYIQIQUZHAOMUNVXINGXIAOFEIZHE,ZHUANMENDECHANPINKAIFA,ZUIZHONGQUERENZHEIGEFANGXIANG,BUKENENGZHAOYIPIRENQUXIANGXIANGYONGSHENME,ERSHIZHEIGECHANPINBENSHENJIUDIYLE,YIQIQUCHENGJIUDE。SUOYIYINGXIAODEBEIHOU,ZUIDADEBIANHUASHIRENDESHUZIHUA。

超级大满贯  WOMENKANALIBABAGENXINGBAKEDEHEZUO,YESHIZHEIGEYANGZI,YINWEISHIJIANGUANXI,JIUBUZHANKAILE。

  WOQIANDUANSHIJIANQUALIDIAOYAN,WOZUIDADEYIGETIHUI,JINTIANWOMENJUEDESHICHANGYIJINGSHIFEICHANGNANZUO,QISHINENGGOUMANZUDAODEXIAOFEIZHEXUQIUZHISHIBINGSHANHAIMIANSHANGDEYIBUFEN,HAIMIANYIXIADEBINGSHANHAIHENDA,HAIMANZUBULE,BIRUWOZUOZAIQICHELIMIANXIANGHEXINGBAKE,KENENGMA?BUKENENG,WOKENENGXIACHEZHIHOUJIUBUXIANGHELE。QISHIYOUDALIANGDEXUQIUMENGSHENGDESHIHOU,SHIMEIYOUBANFAWANCHENGDE,ZENMEQUWANCHENG?YINWEIALIBABASHIYIGESHENGTAIDEXITONG,SUOYIJINTIANYOUZHEIYANGXIANGFADESHIHOU,BIRUZUOQICHELI,XIANGHEYIBEIXINGBAKE,ZHEIGEYUYINXITONGYIJINGBAXINXIZHIJIECHUANDAOLE,SHUOYISHENGJIUKEYILE,ZHEIGESHIHOUKENENGJIUHUIWENNI,NIDAONALI,NISHUODAOK11NEILI,BANXIAOSHIYIHOU,ZHEIGESHIHOUJINXINGRENGONGZHINENGQUSOU,SHENMESHIHOUYONGNATIAOXIANSHANGDENAGEXIAOGEDENAYIDUANQUQUKAFEI,RANHOUJIUSONGDAOLEK11NEILI。DANGYIQIEDEDONGXIDOUSHUJUHUA、SHUZIHUA,ERQIETONGGUOSHENGTAIXITONGWANZHENGDELIANJIEQILAIYIHOU,WOMENZHENGGESHANGYEJICHUSHESHIHUIGAIBIAN,NEIGESHIHOUBINGSHANXIAMIANDEDONGXIHUIYUELAIYUEDUODEBEIMANZU。SUOYI,ZHEIHUISHIWEILAIDEHENDADEBIANHUA。

超级大满贯  DUIYUWOMENYINGXIAOLAIJIANG,GONGJIDUANSUOFASHENGDESHIXIAOLVDEGEMING,ZAIXIAOFEIDUANSUOFASHENGDESHITIYANDEGEMING,GUANYUGONGJIDUAN,YIJINGJIANGLEHENDUO,BIRUJIZHIDEDANBI,FANXIANGDEDINGZHISHENDUDEDIYDENGDENG,QISHIDOUZAISHENKEDEYINGXIANG,RUGUOMEIYOUTOUCHEDELIJIE,HUIJUEDESHICHANGYUELAIYUENAN,RUGUOSHUONENGGOUWANCHENGZHEIYANGSIWEIDEGEMING,QISHIWORENWEIXINDEZENGZHANGZHISHIGANGGANGKAISHI。

  XIEXIEDAJIA!


SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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