互联营销的独门秘籍:你的特级私教

1 互联营销的概念和业务流程 Connected Marketing Concept and Business Process 1.1 营销的经典定义 Classic Marketing Definition 1.2 营销的实际工作和业务范畴 Actual Marketing Work and Scope 1.3 简明业务流程 Simple Business Process 1.4 新版产品概念 Product Concept – New Version 1.5 不断完善产品开发计划流程 Optimize Product Development Process 2 顾客价值管理 Customer Value Management 2.1 价值创造过程 Value Creation Process 2.2 转换价值 Convert Value 2.3 顾客价值管理体系 Customer Value Management System 3 创造价值 Create Value 3.1 了解顾客需求 Understand Customer Needs 3.2 开发新产品概念 New Product Concept Development 3.3 产品型谱确定 Product Model Line-up Design 4 转换价值 Convert Value 4.1 开发生产流程 Production Development Process 4.2 生产流程中的“鱼和熊掌” Dilemma in Production Process 5 传播价值 Communicate Value 5.1 上市活动 Launching Event 5.2 品牌等级阶梯 Brand Hierarchy 5.3 信息媒体渠道 Information Media Channel 5.4 产品流通渠道 Product Distribution Channel 5.5 传播概念 Communication Concept 5.6 广告 Advertising 5.7 定价策略 Pricing Strategy 5.8 活动与体验设计 Event and Experience Design 6 管理价值 Manage Value 6.1 监控的核心内容 Core Content of Monitoring 6.2 选定监控渠道 Selection of Monitoring Channel 6.3 上市后的监控 Post-Launch Management 7 顾客体验管理 Customer Experience Management 7.1 顾客关系管理定义 CRM Definition 7.2 顾客关系管理的发展局限 CRM Development Limitation 7.3 顾客体验管理和重要性 Customer Experience Management and Importance 7.4 顾客购买历程图 Customer Journey Map 7.5 CEM开发流程 CEM Development Process 7.6 体验设计 Experience Design 7.7 顾客互动体验日历 Customer Experience Calendar 8 解决问题的能力 Problem Solving Skills 8.1 解决问题的流程 Problem Solving Process 8.2 确认问题 Define Problem 8.3 挖掘根本原因 Find Root Cause 8.4 建议构想 Idea Generation 8.5 准备改善计划 Prepare Action Plan 8.6 监控 Monitoring 8.7 小结和示例 Summary and Cases 8.8 积累技能和培养人才 Grow Skill and Develop Talents 8.9 业务流程和价值创造体系结合 Integration of Business Process and Value Creation System 9 如何竞争 How to Compete? 9.1 定义竞争对手 Define Competitors 9.2 强弱对比分析 Strength and Weakness Analysis 9.3 进攻策略 Attack Strategy 9.4 小结 Summary 9.5 营销者关心的领域 Marketer's Scope 后记