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    5. 大師輕鬆讀 No.285 真誠的生意經
    經營管理

    大師輕鬆讀 No.285 真誠的生意經

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2008/07/03
    Language
    Traditional Chinese
    File format
    PDF (3MB), fit in large screen and Pubook
    Pages
    67
    ID
    10941
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    真誠的生意經
    Authenticity

    華而不實、過度包裝的時代過去了,現在消費者對企業與品牌,要求的是真誠!
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    本期目錄:

    真誠1:商業的新要務
    真誠2:基本趨動力與因應做法
    真誠3:真誠的五大類型
    真誠4:虛假或真誠的試煉
    真誠5:真誠矩陣
    真誠6:評量真誠的10項指標
    真誠7:企業如何讓人感到真實
    真誠8:企業如何忠於核心價值
    真誠9:運用對立來提升真誠


    主題看板:

    真誠(Authenticity)

    希爾頓酒店的創始人康拉德‧希爾頓(Conrad Hilton)曾經說過:「如果我的旅館只有一流的設備,而沒有一流服務員的微笑,那就像一家永不見溫暖陽光的旅館,又有何情趣可言呢?」顧客花錢購買商品,除了商品本身,還希望得到另一種不花錢的額外服務,那就是企業的真誠,也就是對消費者發自內心的尊重。

    以一流服務著稱的西南航空,鼓勵員工發揮個人特質,機長或空服員可以自行決定機上廣播的內容,可以說笑話、唱歌,帶給乘客歡樂。西南航空有一項著名的「集體面試」。每位求職者都得做5分鐘的自我介紹,但西南航空觀察的重點不是在台上報告的人,而是台下的聽眾,有的人專心聆聽,適時為別人鼓掌喝采;也有人心不在焉,只顧著準備自己的講稿。最後會被錄用的當然是前者。西南航空的理由是:「如果對身邊的人都漠不關心,又怎麼會以真誠對待乘客?」

    《佐賀報》是日本的一家地方性報紙,歷經110年還能持續經營,靠的就是處處為訂戶著想的真心誠意。佐賀北臨日本海,南接太平洋,是典型的海洋性氣候,經常會下雨的天氣對報紙的派送造成很大的困難。《佐賀報》的董事長說:「每逢下雨天便讓人收到濕漉漉的報紙實在說不過去。」所以只要下雨,《佐賀報》的讀者都會收到一份用塑膠袋包好的報紙。這份對讀者的真誠和關心,就是《佐賀報》歷經百年而不倒的經營秘訣之一。

    營造場所體驗(Placemaking Experience)

    要提升公司的真誠感,最理想的方法就是以「營造場所」來取代廣告行銷。讓消費者實際體驗商品,可以帶來更多元豐富的體驗,留下值得回憶的事件,當顧客的情感融入商品時,便能獲得整體的絕佳享受。就好像迪士尼樂園販賣的不只是表演和遊樂設施,同時也是一輩子歡樂的回憶。

    B&Q特力屋賣的也不只是零件、建材,而是打造夢想及美麗家園。B&Q的成功,在於所提出「家的夢想,一點一滴在手裡成真」的DIY主張,深獲消費者的認同。B&Q從賣場陳列到現場人員示範商品,都是為了營造出消費者自己就能完成居家修繕、美化家庭的夢想。

    來自美國的酷聖石冰淇淋(Cold Stone),以「創造歡樂體驗的冰淇淋專家」作為品牌精神。除了標榜客製化的「炒冰」服務,酷聖石的門市工作人員會隨興地唱歌,在收到小費時,也用唱歌的方式來感謝顧客。酷聖石在甄選員工時不考智力及筆試,考的卻是唱歌與跳舞,希望員工能為每一位顧客帶來歡樂體驗,無論是唱歌或任何表演,不只讓顧客笑一笑,而是要為顧客帶來內心深層的快樂!以營造場所提供一套專屬的服務,可以讓每位消費者在購物的過程中,都感受到自己與品牌本身的與眾不同。
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    Details

    Released
    2008/07/03
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    10941

    真誠的生意經

    網路

    趨勢

    企業

    廣告行銷

    創意思考

    經營管理

    理財

    大師輕鬆讀

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