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    5. 大師輕鬆讀 No.273 賺錢公司養成術
    創意思考

    大師輕鬆讀 No.273 賺錢公司養成術

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2008/04/10
    Language
    Traditional Chinese
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    Pages
    69
    ID
    10896
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    • Intro

    • Chapters

    賺錢公司養成術
    Ready, Fire, Aim

    新創企業像是脆弱的樹苗,長得慢就搶不到生存空間。別讓追求完美變成錯過商機,先行動再說!
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    本期目錄:

    階段1:嬰兒期
    階段2:成長期
    階段3:青春期
    階段4:成熟期


    主題看板:

    預備、發射、瞄準(Ready, Fire, Aim)

    管理大師湯姆‧畢德士(Tom Peters)說:「『預備、發射、瞄準』比『預備、瞄準、發射』還要來得好。如果因瞄準拖延太久的時間,便很難得知預期的目標是否真能毫無誤差地實現。」要是打算等產品一切準備好了才上市,很容易讓其他品牌在此之前就獲得較多的市占率,或者自己到後來面臨推出一個快要過時產品的窘境。

    在追求完美的過程中,企業經常做出過度設計的產品,過分複雜,也太貴。顧客可能喜歡更簡單、更便宜、性能不用那麼好的解決方案。伊士曼柯達公司(Eastman Kodak Company)在1980年代末期推出可拋棄式照相機時,原本擔心推出畫質較差的立可拍,可能會對柯達的品牌名稱有影響。但立可拍相機為那些忘記帶相機的人提供便利的服務,又具有消費者負擔得起的便宜價格,使用者都認為這項解決方案很棒。

    資訊業也是需要產品推出速度更快一點的產業,因為競爭對手隨時都會有重大的產品突破。資訊業常用「Beta測試版」的方式,先獲得消費者使用心得與修改意見,再透過第2版來強化使用者對產品的期待與信心。無論是微軟的Windows或Office產品,或者Yahoo!奇摩首頁改版,都會搶先一步測試市場反應。Google推出的產品更是喜歡標註Beta版,再運用「向群眾取經」(crowdsourced)的策略來修正或調整。重點不在於一次就找到完美的產品,而是創造許多可能有用的產品,然後由市場決定何者最好。Google的高階主管認為,使用者會決定創新的成敗,不論產品是暢銷或逐漸式微,隨著後續的改善或捨棄,公司的策略也會更加確定。

    獨特銷售主張(Unique Selling Proposition)

    獨特銷售主張是產品核心價值的外在表現,也是透過廣告要傳遞給消費者最重要的產品資訊。羅塞‧雷斯(Rosser Reeves)在1961年在他所著《實效的廣告》(Reality in Advertising)發表USP一詞。他主張在製作廣告時,最重要的是發現其獨特銷售主張,不但要包含特定的商品效益,還要是獨特、唯一、新穎,且與銷售相關的,更重要的是能獲得消費者的青睞。當同類產品在質量上差異不大時,勝負的關鍵就集中在消費者是否接受品牌的獨特銷售主張了。

    在《廣告時代》(Ad Age)雜誌選出的20世紀100佳廣告中,排名第一的福斯汽車(Volkswagen)「想想小的好」(Think Small)廣告,其背景是一款德國生產的小型金龜車試圖進軍以選購大型豪華轎車為主的美國市場。該廣告之所以能成功,主要依賴於廣告公司提出的「小」的定位訴求,誠實地告訴人們這是一款經濟型的車子,勇敢挑戰當時充斥美國市場的奢華風氣。這種作法不僅改變了產品的市場命運,也以獨特的銷售主張扭轉了一般人的汽車消費觀念,是產品借助廣告獲得成功的經典案例。

    聯邦快遞公司與其獨特銷售主張結合得極為密切。1970年代中期,創辦人弗雷德‧史密斯(Fred Smith)靠著兩架小型獵鷹噴射機,以及艾利與加格諾(Ally & Gargano)設計的優異廣告:「絕對要、一定要在隔夜送達時,你所需要的服務!」(When it absolutely, positively has to get there overnight.)創辦了他的事業。而這樣的承諾也成為了聯邦快遞的獨特銷售主張。可口可樂發現他們專屬的玻璃瓶設計很有力量,只要看到這個形狀,消費者就會浮現這個想法:「只有買瓶可口可樂,才能握住這個瓶子,解我的渴。」所以在8盎司的可口可樂玻璃瓶上,無論有沒有印上Coca-Cola的字樣,可口可樂都運用這個形狀,這也是可口可樂的設計獨特銷售主張。
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    Details

    Released
    2008/04/10
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    10896

    賺錢公司養成術

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    廣告行銷

    創意思考

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    大師輕鬆讀 NO.1024 創意加速度

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    大師輕鬆讀 NO.1020 21招練出領導魅力

    大師輕鬆讀 NO.1019 致富其實很簡單

    大師輕鬆讀 NO.1018 GTM進入市場全攻略

    大師輕鬆讀 NO.1017 原始碼

    大師輕鬆讀 NO.1016 向上管理

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