圈层营销,一个战略问题

圈层营销,一个战略问题 圈层营销的战略问题 科特勒咨询集团 曾祥文 圈层营销的决胜点在战略 人脉是圈层营销的第一基础。 但每个消费者都分属于一个以上的圈子，每个圈子在他心中的权重当然不同。这就是圈子的“品牌”，存在不同的价值，存在圈子价值与圈内成员价值的匹配。 圈子内的每个个体，在圈子内的影响力、公信力，各有不同。这就是圈子内的“个人品牌”问题。 如果企业，个人，把圈层营销当做“贿赂营销”的延续，当作直销、传销的变种，则圈子会缩小，个人对圈子的影响力下降，圈子对个人的价值变小。 所以，圈层营销，人脉仅仅是起点。 最终的成功，还是得依赖战略: (1)圈层定位:评估你能够进入的圈子，评估它们、以及它们中的哪些成员，对你而言、所能提供的价值 (2)核心能力:评估自身资源，能为圈子、以及圈子里的哪些成员，提供怎样的价值 (3)品牌战略:规划自己在圈子内所能贡献的价值、交换价值的目标，自身品牌力的发展规划。 (4)价值网络:圈子里面是各自独立的利益体，他们的价值也有数量、结构等的不同。圈层营销战略，就是要与尽可能多的圈子、尽可能多的成员，建立架构结构合理、价值互动、价值可持续分享的网络。 价值评估 1、圈子的价值 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 高 直 接价值 A B C D 低 高 间接价值 低 直接价值指圈子的购买力。包括圈子成员与你产品的相关性、接受度，他们的支付能力，人数。 间接价值，可能是拉近与官员的关系、与行业带头大哥的距离，提高身份，也可能仅仅是心理上的归属感，等。 2、你与圈子的价值关系评估 高 你 的价值 A B C D 低 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 高 为你的价值 低 不能整合的资源都是包袱。 你不能为之创造价值、交换价值的人脉，都是陷阱、黑洞。 为之创造价值，是获取交换价值的起点。 3、自身价值的特性评估 高 成 本 A B C D 低 高 价值量 低 投入同样的成本，在不同的圈子内，所形成的价值迥然不同。这其中既有主观原因，如圈内成员的价值观对你的价值特别看重或特别不以为然;也有客观原因，圈子成员的经济地位、政治地位，等等因素。 从“为之创造价值”的角度考虑，就要选择“自己付出较少、却对圈子的帮助很大”，如，仅仅出席下会议、就能大幅度提升圈子在行业的号召力。 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 反之，自己付出巨大代价、而圈子无所谓，就会使自己很辛苦。 核心能力 1、核心能力导向 是为了在圈层实现销售而开发相应产品、创意相应服务，还是因为自己有怎样的核心优势、所以选择合适的圈层来发挥优势, 这，并不是一个鸡生蛋、蛋生鸡的问题，而是一个投资与投机、营销与销售、品牌驱动与短期利益驱动的分歧问题。 高 能 力导向 A B C D 低 高 顾客导向 低 立足于核心能力，只为“能为之创造价值、并获取价值”的圈层、圈层成员服务，虽然市场份额小了。但品牌更清晰，工作更轻松，竞争力更强，顾客忠诚度更高。 2、核心能力管理 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 核心能力包括产品的品质，产能，成本;包括服务力，服务创新能力;包括企业的组织架构，人力资源。 高 边 界 A B 低 C D 高 驱力 低 对核心能力的管理，主要是“动力”与“刹车”的管理，“有所为及其力量”与“有所不为”的管理，就是“该赚的钱要有能力赚、与不该赚的钱就不能赚”的管理。 过度的顾客导向，如个性化订制，一人一策，固然能扩大销售量，但必然破坏品牌形象，影响对核心顾客的品牌价值。 而脱离核心能力争取到的市场份额，一旦遇到具有另外核心能力的竞争者，就一定守不住;一旦守不住，为这些市场份额投资的产能、新产品、新服务、新团队，就全部成为包袱。 3、核心能力培育 圈层营销的销售业绩，表面上是来自人脉，但本质上是来源于品牌，包括产品品牌、服务品牌、个人品牌等。 当然，人脉也反过来刺激品牌的发展，正如《荀子?劝学》所说:“蓬生麻中，不扶而直;白沙在涅，与之俱黑。” that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 高 人 脉 A B 低 C D 高 品牌 低 以品牌驱动销售，品牌为客户创造价值，品牌与圈子就良性循环; 以价差、以传销、以贿赂来刺激销售，客户维护成本就越来越高，品牌与圈子就恶性循环、直到进入死局。 价值网络 价值网络，就是在圈子之中、之间，建立一个能够互相创造价值的网络。 价值网络，可以看作是是圈子的升华。因为 1、它不仅考虑了品牌、核心能力、顾客，还考虑了广泛的社会力量，如证券公司、信托公司、投资公司，如IT技术、物流手段-- 2、它比“圈子”，可以有更强的商业目的，但不会因此而破坏彼此关系，品牌与关系反而良性循环。 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly “价值网络”是营销大师科特勒的“全方位营销”理论体系中的核心概念，是圈层营销能够良性循环的关键路径。 网络管理 需求管理 资源管理 合作网络 核心服务对象 核心能力 核心 认知空间 能力空间 资源空间 价值探索 市场产品 企业 或服务 架构 价值创造客户利益 营运范畴 企业伙伴 营运 营销 体系 活动 客户关 内部资 企业合作 价值传递 系管理 源管理 关系管理 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly 我们认为，品牌营销、抵制贿赂营销、抵制传销直销，就能与圈子内、跨圈子间的目标顾客，形成互相承认价值、互相创造价值的“网络”。 以品牌战略为驱动力的价值网络的基本之义是: (1)交易成本是圈层营销天经地义地应该消除的成本。 交易成本包括取信于消费者的投入(广告等);取得供应商支持所投入的成本(如“包装”自身形象的费用);取得银行、媒体、政府主管部门、社区公众的支持所需的费用。 ?品牌是“所有利益相关者”的“利益指示器”;当企业品牌价值趋近于无限时，理论上说，圈子成员间、跨圈子间的交易成本为零。 ?品牌战略要从企业的核心能力、顾客定位，采购结构、合作模式、经营风格、运营模式、实力形象、人员风气、收益形象、员工满意度等等方面体现出来，从不同角度反映同一个真实的价值承诺。 从研究顾客需求到企业战略，核心能力，最终的目的，是运用品牌武器，为“利益相关者”互相创造最大价值，形成“价值网络”。 ?圈子的规模，缩小或扩张，如接受新的成员加盟，开发新产品，品牌延伸到其他行业，等等，都必须以品牌对价值网络创造价值的能力增强相适应;就是说，企业扩张圈子，必须是品牌驱动力提高、价值网络增值的自然结果，而不是财务噱头、贿赂。 that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly “价值网络”是圈层营销的最高境界。 通过“品牌”的号召力的不断增强，圈层营销参与者可以不断优化你的价值网络;以“价值网络”为方向，不断优化你的员工能力、供应商能力，提高自身竞争能力，增加对圈子成员的吸引力，增强对社会资源的整合力。 要始终坚定的竞争点就是，朝着这“价值网络不断升级”的目标，制订战略目标，三维分解目标，匹配资源、导入战略绩效，不断地降低价值网络中所有成员的交易成本。 圈层营销，请走战略营销道路，向“价值网络”靠拢～ that selecting the right combination of ancestor spirits and local practice, selecting the right combination of leadership and grass-roots, selecting the right research and work needs Of combined points, selected associate particularity and General of combined points, carefully selected some has representative of rural and enterprise as research contact points, select some life in front line, and fighting in most frontier of workers and farmers as discussion object, real do sank down, and squat have live, asked meter Yu grass-roots, knowledge Yu practice, makes investigation of results has more strong of ideological, and policy sex, and constructive and can operation sex. Third, to put the findings into practice. On one hand, you want to research embodied in the speech and file, improving the quality of your presentation. The other hand, to promote the transformation of research results as soon as possible to the Government's decision to carry forward the work. 4, standardized procedures, strictly, a really good job handling official documents. One is to strict customs policies and regulations. Office workers need to enhance legal literacy and professional quality to effectively document audit checks work, raise the level of document processing. Special on intends released of documents, not only to seriously audit documents of style, and format, as appropriate text, more important of also to audit documents of content whether meet legal regulations and existing policy; involved people vital interests of whether heard has the aspects views and recommends; involved legal regulations of documents, whether sought has Government legal sector of views, avoid file and file fight, and regulations and regulations fight of phenomenon, ensure issued of documents specification, and legal, and unified. Second is to strictly