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    6. 讓訂閱制更長久的超級會員經濟:扭轉一次性銷售困境,打造永久鎖住顧客的頂...

    讓訂閱制更長久的超級會員經濟:扭轉一次性銷售困境,打造永久鎖住顧客的頂尖商業模式

    Author 蘿比.凱爾曼‧巴克斯特(Robbie Kellman Baxter)
    Publisher 城邦文化 /商周出版
    Follow Save Saved Share
    Released
    2020/09/03
    Language
    Traditional Chinese
    File format
    EPUB Reflowable (1MB), fit in all devices and Pubook
    Pages
    403
    ID
    213499
    ISBN
    9789864779031
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
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    Campaign 思辨年代,以閱讀啟程 | 商周×啟示 全書系書展7折起
    Series 新商業周刊叢書

    Buy products firstAnd download app to watch

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    • Intro

    • Author

    提供訂閱服務≠建立長期交易!
    當多數訂戶平均六個月就取消訂閱,
    你需要打造永久會員機制的實戰工具書!
    ●《引爆會員經濟》作者全新力作,Amazon網路書店分類榜TOP5●

    從Netflix、Spotify、LinkedIn等網路平台,
    到Apple TV+、Nike、Under Armour等實體商品全都適用,
    全球頂尖企業讓會員永遠跑不掉的祕密!

    訂閱制不是通往會員經濟的唯一途徑,
    該如何打造帶來永久交易的商業模式?
    史丹佛MBA親自破解訂閱迷思、把會員變財源!

    想當產業界的Netflix,卻不確定自家公司適不適合訂閱制?
    成長駭客讓你快速獲取訂閱數,結果不是秒速退訂就是淪為殭屍帳號?
    本書犀利剖析投入訂閱模式的各種可能盲點,
    以及如何創造讓會員永久投入的環境:

    ◆全面檢視你的組織體質
    不是所有企業都適合立即投身訂閱制,但都亟需建立帶來永久交易的商業模式。從領導者、團隊到文化,你最適合的轉型方向是什麼?轉型需要怎樣的技術與資金?

    ◆徹底檢視訂閱方案
    會員的分級服務與定價應該怎樣設定?應該要加入「免費」的選擇嗎?怎樣的付費制度可以提供尊榮感,怎樣的將淪為殺雞取卵,反而得罪忠誠鐵粉?

    ◆如何避免訂閱項目競食既有營收
    如果原本的重度消費者移轉到較便宜的訂閱服務,輕度消費者卻不願意升級訂閱服務,那該怎麼辦?

    ◆初期測試最常見的幾大挫敗
    產品面(為了符合訂閱制而改變產品)、業務面(無法說服顧客轉型到新模式)、科技面(讓顧客覺得很難用)、行銷面(把獲取看得比維持重要)、財務面(無法負擔轉型初期的營收下跌)……。

    ◆衡量長期關係最關鍵的幾個指標
    顧客獲取成本、顧客終身價值、淨推薦評分制、顧客流失率、每位用戶平均收入、試用轉換率……這些指標該怎麼看?如何平衡短期指標與長期策略?
    More
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    蘿比.凱爾曼‧巴克斯特Robbie Kellman Baxter
    哈佛大學學士、史丹佛大學商學院企管碩士,半島策略公司(Peninsula Strategies LLC)創辦人。半島策略公司專門協助客戶善用會員經濟帶來的利益,不論是網飛(Netflix)、SurveyMonkey和雅虎(Yahoo!)這些大企業,或是規模較小的新創公司,都是半島策略公司的客戶。到目前為止,巴克斯特的客戶已遍及二十多個產業。
      在二○○一年創辦半島策略公司前,巴克斯特曾在紐約市政府實習,在Booz Allen & Hamilton擔任顧問,也在矽谷做過產品經理。巴克斯特也是知名演說家,經常接受企業、機構和大學的邀請,目前已有好幾千人聽過她的演說。
      巴克斯特的論述廣受各大媒體引用,包括CNN、《消費者報導》(Consumer Reports)、《紐約時報》(New York Times)和《華爾街日報》(Wall Street Journal)等知名媒體在內。
      著有國際暢銷書《引爆會員經濟》(The Membership Economy)。

    作者網站:https://robbiekellmanbaxter.com/
    哈佛商業評論HBR IdeaCast節目訪談:〈所有企業都可以成為訂閱制企業〉(Every Business Can Be a Subscription Business)
    https://hbr.org/podcast/2020/07/every-business-can-be-a-subscription-business

    譯者簡介

    曹嬿恆
    政治大學經濟研究所碩士。曾從事經濟研究、市場拓展與行銷企劃、企業資源規劃(ERP)顧問、知識管理等工作,並持有國際內部稽核師(CIA)證照。譯有《解密iPhone》與《一眼就突破盲點的思考力》,及合譯作品《為什麼最便宜的機票不要買?》《全球經濟的關鍵動向》《傷心農場》《追債人》等。

    吳慧珍
    政大英語系畢業,中山外文所肄業,現為財經媒體編譯。譯作有《ㄧ次寫出勸敗神文案》(合譯)、《創意的五十道訣竅》、《允許自己不快樂》(合譯)、《靠10%顧客賺翻天的曲線法則》(合譯)、《行銷前必修的購物心理學》(合譯)。
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    Details

    Released
    2020/09/03
    Language
    Traditional Chinese
    File format
    EPUB: Fit in all devices
    Provide Adobe DRM
    Provide EPUB
    Offer DRM free license
    No
    ID
    213499
    ISBN
    9789864779031

    新商業周刊叢書

    銷售困境

    顧客

    會員經濟

    商周出版

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    See more 城邦文化 / 商周出版

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