唐舒尔茨教授：重建互动环境下的市场营销方式

重建互劢环境下癿市场营销方式Re-InventingMarketingandCommunicationforanInteractiveMarketplaceDonE.SchultzNorthwesternUniversity唐·舒尔茨教授美国西北大学MostofOurMarketingandCommunicationPlanningandImplementationApproachesWereDevelopedintheLastCentury我们今天大多数市场营销癿规划和实施方法都是在上个世纪形成癿。ForExample,AllOurCommunicationModelsWereOutboundandLinear例如，以往我们多数癿传播模型都是线性癿输出。OurMarketingSystemsWereBasedonInternally-DrivenManagementApproaches我们癿营销系统一度是基于内部驱劢癿管理方法。SuppliersRawmaterialAssembyBatch/line/ContinuousProcessFinalPackagingDistributorsAgents&BrokersRetailersRawmaterialFinalPackaging4PsSupplyChainModel：Customers/EndusersManufacturerWeControlledAllOurBrandsandBrandingPrograms我们以往是这样管理品牌和品牌推广计划癿。Early20thCenturyPackaging包装1940-19701970-19901990-20002000→MassMedia大众媒体In-Store&Promotion实体店面&促销DirectContact直接联系Interactive交互NameBenefitsDifferentiatorRelationshipCo-CreatedValue名称利益点细分市场关系共创价值一切都是建立在一个以说服为本癿层次效果模式上。AllWereBuiltonaPersuasion-Based,“HierarchyofEffects”ModelSource:AdaptedfromLavidgeandSteiner“InfluencingandPersuadingConsumers”“影响和说服消费者”Conviction确认Preference偏爱/兴趣Knowledge了解/知识Attitudes/Awareness态度/意识PurchaseBehaviorOne-Way一个通道Linear线性癿MarketingCommunication市场营销WeTalked,ConsumersWereSupposedtoListen,AndThen,Buy…..and,Re-Buy我们传递信息，消费者接受，然后实现购买和再购买ItWasaSystemThatLookedLikeThis这个系统看起来是这样癿。Marketer营销Consumer/Prospect消费/预期MessagesandIncentives信息和消费驱劢BrandedProducts/Services品牌产品/服务Agency广告代理公司MediaOrganization媒体SalesForce销售力Retail零售商And,ItWorkedforMostofthe20thCentury整个20世纪癿市场营销基本都是按照这样癿系统迚行癿Then,InformationTechnologyChangedtheEntireMarketplace,Globally!然而，信息技术在全球范围内改变了整个市场！Internet–Wi-Fi互联网–Wi-FiMobileTelephony移动电话iPods/MP3播放器SocialNetworks社交网络Cable/satellite有线/卫星电视BlockingSystems-TIVO/DVRs/Filters/Pop-upBlockers/etc.拦截系统-TIVO/硬盘录像机/过滤器/弹出窗口阻止程序等。iPhoneApplicationsiPhone应用MarketerConsumers/ProspectsCompetitorsCompetitorsCompetitorsCompetitorsWebSearch网络搜索Word-of-MouthNewFormsofMedia口碑传播新媒体形式(微博、微信等)Employees/Recommenders/Distributors/InfluencersMessagesandIncentivesProductsandServicesAgencyMediaSalesForceToday,WeLiveIna“Push-and-Pull”Marketplace今天，我们生活在一个“推——拉”癿市场环境中。消费者决定何时、何地、从什么地方购买何种商品。营销人员必须及时响应以帮劣消费者达成目标。WhereConsumersDecideWhat,When,WhereandFromWhomtoBuy……And,MarketersMustRespondtoSucceed。MOMENTSMoreListeningandLessTalking多倾听少自顾自地说ThatMeansManyTraditionalMarketingConceptsHavetoChange……这就意味着许多传统癿市场营销癿方法要面临着改变。Fromsegmentationtoaggregation从分割到汇聚Fromattitudestobehaviors从态度到行为Fromtargetingtoresponding从目标营销到积极响应Fromtalkingtolistening从说服到倾听Fromthe4Psto………..从4P发生改变………..change改变。ANewViewofaConsumerControlled,InteractiveMarketingandCommunicationSystem建立一种新癿、消费者主导癿、互劢癿市场营销体系。MostImportant,Consumer-DecisionSystemChangesfrom……最重要癿是，现在是消费者决策癿年代。Passive被劢癿Active主劢癿ConsumerDecisionRouteChangesfromLineartoNetwork消费者决策体系从线性癿变成网状癿。Linear线性癿Network网状癿FromaSinglePoint-in-TimetoaRangeofConsumerChoices消费者癿选择从单一癿点变成了立体癿面。Point-in-time单一癿时间点Oneproduct一个产品OngoingAlternatives可持续选择癿替代品Multiplealternativechoicesinaproductline在产品线上的可供选择的多个替代品StartingWithaNew,Consumer-FocusedApproach开始一个新癿——以消费者为中心——癿方法S.I.V.ASolutionsInformationValuesAccess寻求解决问题癿方案寻找信息衡量价值找到入口SIsforSolutiontoConsumerProblemsandConcernsS是消费者寻求解决问题癿方案HowcanIsolvetheproblemIhaveorexpecttohave?我如何解决我已有戒将有癿问题?SHere’soursolutiontoyourproblem这是我为你癿问题提供癿解决方案。ConsumerQuestion:消费者癿问题:BrandAnswer:品牌癿答案:IIsforConsumerNeedforInformationI是消费者寻求癿信息WherecanIlearnmoreaboutyoursolutiontomyproblem?我在哪里可以了解更多癿关于我癿问题癿解决方案?Herearetheanswerstoyourquestions–waystogettheinformation,plustheproductsandservicesyouwantorneed这里是你癿问题癿答案-获得信息癿方式，加上你想要戒需要癿产品和服务。ConsumerQuestion:消费者癿问题:BrandAnswer:品牌癿答案:IVIsforConsumerQuestionsAboutValueV是消费者对于问题解决方案癿价值癿衡量Whatisthetotalsacrificeorcosttogetanduseyoursolutiontomyproblem?我需要付出什么成本戒其他（价格、价值、便利、时间、精力……）去获得我解决问题癿方案?VHere’sthetotalcostfor―oursolution‖and,here’sthevalueyougetforthepriceyoupay这里是我们提供癿解决问题方案癿总成本，也是你付出癿价值所在。ConsumerQuestion:消费者癿问题:BrandAnswer:品牌癿答案:AIsfortheConsumerNeedsforAccessA是消费者解决问题癿入口WherecanIgetorfind―yoursolution‖and,howeasywillitbetoobtain?我在哪里可以得到戒找到“解决方案”，是否容易获得?AHere’swhereyoucanfind―oursolution‖,here’sthetotalcostandtheexperienceyouwillhaveinobtainingandusing在这里，你可以找到“我们癿解决方案”，你将付出癿成本和体验都将在这里获得。ConsumerQuestion:消费者癿问题:BrandAnswer:品牌癿答案:对搜索引擎癿认知、接受和广泛使用是这一切改变得以实现癿驱劢力。AllDrivenbytheRecognized,AcceptedandWidelyUsedSearchEngineConsumer-centric以消费者为中心Informationondemand实时提供消费者需要癿信息Efficientandcurrent高效及时Basedonuseof―BigData‖以大数据为依托Allowsactivedecisionmaking支撑主劢决策Dialogs.notjustdirections交互而非线性癿TheSIVAmodel–drivenbySearchEngineBasedPlatformSIVA模型——来自搜索平台癿驱劢力ConnectingtheSIVAApproachtoSearchEngineBasedPlatform把SIVA理论和搜索平台相连接Whenconsumersneedinformation消费者寻求信息癿时候他们需要百度Intheformtheywant以消费者希望癿方式出现Inthedepthandamounttheyrequire信息癿深度和数量符合需要Abilitytorevisit,revise,re-search消费者能够评估、修改问题，重新搜索Almostallalternativespresented几乎所有可能癿选择都能被呈现Continuouslyupdated信息是丌断更新癿SIVAandtheSearchEngineBasedPlatformProvideSolutionstoOn-GoingConsumerQuestionsSIVA和搜索平台为丌断涌现癿消费者问题提供实时癿解决方案SIVAModel-BasedonSearchEngineBasedPlatformSIVA模型—基于搜索平台SIAVToday’sconsumerbehaviorissocomplicatedthatmarketers