tag:blogger.com,1999:blog-53606345069753065102024-03-14T02:05:20.374+08:00小嚕:行銷武士道小嚕,自許為行銷武士。曾任職公司端行銷、廣告設計公司及網路科技公司,執行數百件文案、數位行銷專案,撰寫之商品、品牌文案破千件。職場生涯以行銷為骨,廣告跟創意為肉,靈魂寄居於網路上。小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.comBlogger126125tag:blogger.com,1999:blog-5360634506975306510.post-11666361187549437102023-08-03T16:57:00.003+08:002023-08-03T17:11:29.328+08:00品牌道│保健食品如何進行品牌定位:4大方向勾勒與消費者共鳴的健康生活<p><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijch-oVCAbjLwEOntsSvgFDW7PjAKipzTCiHL7hvTei3KLkW-LIjeAX--qPTtsyjBLGm0HeM1k6NefTrU7IpEziWh5Q628EzB4yh5xpanyr0yXl18kvkHKnYeR0pv5nvQuU1m_xbeRYpOOI4sGfcdmpeLYGpwWXtqU4Jcq3_ggfU2WxDckkBr94Ryeack/s963/2023-08-03_16-49-25.jpg" style="clear: left; float: left; font-family: inherit; margin-bottom: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="504" data-original-width="963" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijch-oVCAbjLwEOntsSvgFDW7PjAKipzTCiHL7hvTei3KLkW-LIjeAX--qPTtsyjBLGm0HeM1k6NefTrU7IpEziWh5Q628EzB4yh5xpanyr0yXl18kvkHKnYeR0pv5nvQuU1m_xbeRYpOOI4sGfcdmpeLYGpwWXtqU4Jcq3_ggfU2WxDckkBr94Ryeack/s16000/2023-08-03_16-49-25.jpg" /></a><span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div>
<h1 style="text-align: left;"><b><span style="font-size: 16pt;"><span style="font-family: inherit;">保健食品品牌定位的重要性。</span></span></b></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">在全球化與科技化的當下,我們身處於資訊及消費爆炸時代,各種商品、品牌傳播資訊在爭奪消費者注意力,保健食品市場當然也不例外,甚至還屬於高競爭產業。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">因為生活壓力增加、飲食習慣改變,以及人們對自我健康期待提升,有著廣大商機的保健食品市場也成為了競爭激烈戰場。除了全球品牌及知名品牌外,還有許多微商也切入保健食品市場,讓中小型電商創業品牌顯得更加嚴峻。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">在此市場背景下,品牌定位重要性越發突顯。定位,並非只是給品牌打上一個標籤或設定一句標語,而是要從眾多競爭者中樹立獨特性,從而在消費者心智中留下深刻印象。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">有了清晰、獨特的品牌定位,可以幫助消費者快速識別並理解品牌,為其提供產品或服務劃分出獨特市場區隔。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">接下來,我將透過深入探討保健食品品牌定位重要性,以及一些定位策略和方法,引導行銷人員理解如何運用有效品牌定位策略,創造出有別於競爭對手的特色,以便在競爭激烈的保健食品市場中脫穎而出。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h2 style="text-align: left;"><span style="font-family: inherit;"><b><span style="font-size: 14pt;">了解保健食品市場的現狀與趨勢。</span></b></span></h2>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">市場現狀:保健食品行業的競爭環境如何扭轉?</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">保健食品從業人員,應該對於日益激烈的競爭相當有感。新的品牌不斷問市,隨著各家品牌不斷開發新產品,產品同質化也越來越高,品牌和產品種類多元化也讓消費者面對選擇越來越多。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">消費者的需求和喜好不斷變化,且購買行為和選擇更多受到網路評價和社群媒體影響,在這種情況下,保健食品品牌如何在眾多競爭者中突圍而出,並讓消費者視為首選,便是品牌定位需要解決首要問題。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">面對保健食品行業競爭現況,每個品牌都需要找到自己獨特品牌定位,並將其貫穿在所有的市場策略中。這個定位並非是從產品來做發想,而是透過對市場、消費者需求深入理解,以及對自身優勢充分挖掘產生,並回歸到產品研發上,如此品牌才能在競爭激烈市場中,透過獨特且貫穿整個品牌的定位取得成功。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">市場趨勢:保健食品行業的發展方向。</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">近年來,保健食品行業發展顯現出幾個重要趨勢,其中包括消費者對健康關注度提高、機能型產品需求年紀下探、產品功能性需求增加,以及對產品天然跟安全性重視。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">隨著人們生活節奏加快和生活壓力增大,越來越多消費者開始尋找能夠改善特定健康問題產品,而不再只是尋求簡單的營養補充;隨著<span lang="EN-US">3C</span>商品滲透民眾生活越來越深入,葉黃素及魚油需求提高就是相當明顯案例。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">這種趨勢在保健食品市場上反應現象就是產品功能性需求不斷增加,品牌需在產品中強調功能性,例如專注改善心血管健康、增強免疫力或改善睡眠品質等特定領域。當功能型產品越多,也會造成品牌定位越來越難以聚焦或越發稀釋。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">此外,在幾次食安事件爆發後,消費者對食品安全性也越來越重視。越來越多消費者希望購買產品是無化學添加、無基因改造、全天然。這種趨勢對品牌來說,意味著在產品開發和品牌定位上都需要傳遞天然形象,才能建立安全感。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">因此,面對市場變化趨勢,保健食品品牌明確自身品牌定位還不夠,更需要結合產品開發靈活調整,以滿足消費者日益變化需求並深化定位強度。只有如此,品牌才能在激烈的市場競爭中成功吸引並留住消費者,維持競爭優勢。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h2 style="text-align: left;"><span style="font-family: inherit;"><b><span style="font-size: 16pt;">保健食品品牌的核心價值與定位策略。</span></b></span></h2>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">核心價值:如何定義你的保健食品品牌?</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">品牌核心價值是定位能否成功影響消費者關鍵因素之一,核心價值不只包含產品特點和功能,也包括品牌使命、理念和企業倫理。透過明確、一致地傳達這些價值,品牌可以在消費者心智中建立深刻形象。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">產品的獨特功能是品牌核心價值重要部分,如果一個保健食品品牌的產品有幾款能提出特別強勢功能訴求,這些功能就可能成為該品牌核心價值之一。品牌應在各種行銷和溝通管道中強化訴求這些功能,以便消費者清楚理解品牌獨特優勢。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">品牌的理念和價值觀也是其核心價值重要部分,如果一個品牌堅持使用全天然成分,並且對產品的製造過程有嚴格衛生及品質控制,那麼這種對品質和天然原料的堅持,就能成為該品牌核心價值之一。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">以一個名為「<span lang="EN-US">Vita Natural</span>」的保健食品品牌為例,其核心價值可以定義為提供全天然、科學研究驗證、專為特定健康需求設計的維他命補給保健品。這些核心價值應被體現在
<span lang="EN-US">Vita Natural</span>所有產品和行銷活動中。例如,他們可以在產品包裝上明確標示全天然、科學驗證標誌,並在品牌故事中強調產品是如何為特定健康需求提供解決方案。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">通過這種方式,<span lang="EN-US">Vita Natural</span>可以成功地將其核心價值傳達給消費者,並在競爭激烈的市場中建立深刻品牌形象,這也是每個保健食品品牌在確定其品牌定位時,需要考慮重要因素。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">定位策略:建立你的保健食品品牌差異化。</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">規劃品牌定位策略,是為了在競爭激烈市場中確立自身獨特地位。這不只涉及到產品價格定位,也涉及到目標市場的定位,甚至包括品牌形象和溝通定位。在策略擬定時,將品牌核心價值轉化為能引起消費者認同和情感連結的具體作法,是極為重要一步。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">產品價格定位是定位策略重點,保健食品可以鎖定為高價、中高價或中低價位市場進行定位。品牌根據自身產品特性和目標市場,選擇合適價格區間。如果產品具有獨特功能性和高品質,那麼定位為高價格可能會更為合適。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">目標市場定位也相當關鍵,品牌需要了解產品最可能受到哪類消費者歡迎,並將這些消費者作為目標市場,這可以通過市場調查和消費者行為分析來進行。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">確立上述兩點後,品牌形象如何建立,以及該如何跟消費者溝通也就相當明確。品牌形象需要與核心價值一致,而且需要能夠打動目標消費者。與此同時,品牌溝通方式及工具選擇也需要與目標市場相符合。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">以「<span lang="EN-US">Vita Natural</span>」為例,我們可以將其定位策略設計如下。在價格上,由於其產品是全天然且經過嚴謹驗證,因此可以定位為高價市場。目標市場則可以是關注健康、追求天然生活方式的成年消費者,甚至是都會區高薪白領雙薪家庭。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">至於品牌形象,可以聚焦「天然」、「科學」、「健康」等關鍵字延伸發想,並透過知識內容與目標受眾溝通,將這種形象深入消費者心中。如此定位策略,不僅可以讓消費者更容易理解<span lang="EN-US">Vita Natural</span>這個品牌,也可以幫助他們與品牌建立深厚的價值觀連結。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h2 style="text-align: left;"><span style="font-family: inherit;"><b><span style="font-size: 16pt;">消費者的需求與期望:保健食品品牌的目標市場。</span></b></span></h2>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">消費者需求:要讓目標市場受眾認知到你理解他們。</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">理解消費者的需求並根據這些需求進行品牌定位是品牌行銷能否成功的關鍵步驟,在保健食品市場,我們需要深入了解目標市場消費者,包括他們的生活方式、健康需求以及對保健食品有哪些期望?這將有助於我們更精準地定位品牌,並提供更符合消費者需求的產品。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">我們需要了解目標市場生活方式,包含日常飲食、運動習慣、工作壓力等。如果目標市場是經常忙於工作而沒有時間關注健康的白領人士,那麼他們可能需要能夠快速補充營養、方便攜帶的保健食品。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">其次,我們需要了解這些白領人士有什麼健康需求,他們的身體狀況、是否有特定健康問題,以及他們對健康關注程度。如果目標市場是中年人,他們可能更關注如何維護心血管健康、改善關節以及視力老化等問題。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">了解目標消費者對保健食品有何期望也極為重要,這包括他們對產品功能期望、對產品安全要求,以及他們對品牌形象期待。例如,消費者可能希望保健食品不只能提供營養補充,更能改善特定健康問題;也可能期待產品能提供詳細產品來源和製程資訊,以確保產品安全性和可靠性。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">假設我們的品牌是「<span lang="EN-US">Vita Natural</span>」,可以根據上述分析,將目標市場定位為注重健康,但日常生活壓力大、時間緊張的都市白領人士。我們的產品可以著重在方便快速營養補充,並特別強調產品科學驗證的天然性,以符合他們對健康、方便和信賴等需求。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h3 style="text-align: left;"><b><span style="font-family: inherit;">消費者期望:理解目標市場需求,更要滿足其需求。</span></b></h3>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">在了解消費者需求後,我們必須進一步將對顧客之理解,延伸至滿足其需求。消費者對保健食品期望不只存在於產品效果和安全性,還涵蓋產品價格、品牌信譽,甚至是品牌社會責任感等多方面。我們需要確保我們的品牌和產品能夠滿足這些期望,以建立和維護消費者的信任。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">對於產品效果的期望,消費者可能希望看到保健食品在改善特定健康問題或增進整體健康上有明顯效果。因此,我們必須通過實證研究證明我們產品的效果,並將這些研究結果透過數據方式明確傳達給消費者。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">對於產品的安全性,消費者不僅期待產品無副作用,而且希望能了解產品成分來源、生產過程等信息。因此,我們的品牌需要提供透明產品信息,並獲得相關認證以證明產品安全無虞。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">產品價格應該是多數保健食品品牌於行銷推廣上最大難題,消費者一定都期待得到物有所值,甚至是物超所值的產品,企業面對問題無非便是既不希望過高價格導致購買壓力,也不希望過低價格讓產品品質受到質疑。因此,我們需要通過市場調查來設定合理價格策略,並透過產品組合、活動或顧客回饋方式,降低購買抗性。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">對於品牌信譽,消費者希望選擇之品牌具有良好社會形象和道德操守。因此,品牌除了需要持續提供優質產品和服務,積極參與社會公益活動,履行社會責任也相當重要。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h2 style="text-align: left;"><span style="font-family: inherit;"><b><span style="font-size: 14pt;">如何有效傳達您的保健食品品牌定位?</span></b></span></h2>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">成功的品牌定位,絕對離不開清晰且有效傳達。傳達方式不僅限於品牌視覺識別,也包括品牌溝通方式和銷售策略。妥善利用這些要素,將有助於我們將品牌定位深植在消費者心中,並建立起深厚情感連接。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">視覺識別是品牌傳達第一站,包括了標誌、色彩、圖樣和包裝設計等。這些視覺元素需要緊密結合品牌核心價值,並清楚地反映出品牌定位。以「<span lang="EN-US">Vita Natural</span>」這個以「自然與科學」為核心價值的保健食品品牌為例,我們可能會選擇用綠色和藍色作為主色調,象徵大自然與科學,並將<span lang="EN-US">DNA</span>雙螺旋和樹葉結合的圖樣作為標誌,象徵著我們的產品是科學與自然的完美結合。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">品牌的溝通方式也是傳達品牌定位重要途徑。我們需要在廣告、社群媒體、網站內容和產品描述等各種媒介中一致呈現品牌語言風格和資訊。以「<span lang="EN-US">Vita Natural</span>」為例,我們可能會選擇用科學但不失親和力的語言風格來介紹產品,並重點強調產品研發、製造過程如何將科學和自然完美融合。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">最後,品牌銷售策略也是傳達品牌定位重要工具。這包括了銷售管道選擇、價格策略、促銷活動等。以「<span lang="EN-US">Vita Natural</span>」為例,我們可能會選擇在專業藥局或保健通路,或者是官方網站進行銷售,而非是生活百貨賣場,以符合品牌定位的中高價格,同時透過定期的健康講座和產品試用活動來吸引並維持消費者關注。</span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">透過這些策略和方法,我們可以確保品牌定位能夠有效地傳達給目標市場,並在他們心智中建立清晰印象。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<h2 style="text-align: left;"><span style="font-family: inherit;"><b><span style="font-size: 14pt;">在諸多成功保健食品品牌案例中,如何成為下一個?</span></b></span></h2>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">單就台灣保健食品市場,已經有相當多成功且鮮明保健食品案例,無論是透過知名代言人傳播品牌及產品價值,透過專業背景形象來強化產品功能訴求,還是鎖定中低價位年輕族群,以合乎期待價格滿足消費者需求。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">各種品牌定位及行銷模式,都讓許多成功保健食品品牌站穩市場根基,如果你還無法找到相當明確品牌定位方向,歡迎與我們聯繫,了解行銷武士道的品牌定位服務
<span lang="EN-US">>>> <a href="https://mktsamurai.com.tw/positioning">https://mktsamurai.com.tw/positioning</a><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit;">又或者,也可以收聽行銷武士道<span lang="EN-US">Podcast</span>節目「品牌研究侍」已經錄製完成的「品牌定位大哉問」,了解品牌定位該注意哪些問題
</span><span lang="EN-US"><span style="font-family: inherit;">>>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-75263477658348023852023-05-29T11:26:00.006+08:002023-05-29T11:26:54.765+08:00聽說行銷│品牌的定位只是器,品牌的質感才是道。<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5nmYb7QrADMDP7tn5JzAhmqeucdpcBbz4sG4PlcfYotZKyvzhAgWegWWoz7EiZIwa-Ux7AM3SZbcvBXq1kZoGiOaix0JXl3sME36BE5kykcKxev_0knO0BHkahjPqghEUQJIkVsseFU94Ja5iTsNUnYwGZ_7w1-uyXL2acsXWfM3oDHfl8fr8zQTJ/s980/2023-05-29_11-23-19.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="980" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5nmYb7QrADMDP7tn5JzAhmqeucdpcBbz4sG4PlcfYotZKyvzhAgWegWWoz7EiZIwa-Ux7AM3SZbcvBXq1kZoGiOaix0JXl3sME36BE5kykcKxev_0knO0BHkahjPqghEUQJIkVsseFU94Ja5iTsNUnYwGZ_7w1-uyXL2acsXWfM3oDHfl8fr8zQTJ/s16000/2023-05-29_11-23-19.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">當我們談論品牌時,我們不僅談論其產品或服務,我們談論的是一種感知,一種情感聯繫。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">在水野學的《品味從知識開始》中,他提到了品味的形成必須從了解什麼是普通開始。例如,朋友們給我兩款他們開發的產品:滅菌噴霧黑卡和薄荷精油滾珠瓶。設計出美觀的包裝並不困難,真正的挑戰在於如何將品質和品味融入其中。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">品牌的建立是一種過程,它需要通過我們的五感來體驗:視覺、嗅覺、聽覺、味覺和觸覺。舉例來說,一個食品品牌的質感,可能在於其食品是否好吃,或者實體餐飲是否乾淨,空間明亮,以及所播放的音樂。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">在我們輔導的一個五穀雜糧食品賣家案例中,我們發現其堅持產品展示的整潔,以及在電商服務上的專業度,都成為他品牌質感的一部分,進而提升了回購率。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">但是,品牌的塑造並不止於此。《周易》中講到,形而上者謂之道,形而下者謂之器。我們可以透過分析消費者、競品和市場趨勢來定位品牌,這是形而下的部分;而品牌的價值體現,則需要在形而上的部分。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">就像滅菌噴霧黑卡,雖然在市場上已有相當的競爭,但如果其味道和質感都能夠提供一種社交效果,那麼它就有可能成為爆品。我們需要思考的是,如何在包裝設計以及產品設計中,體現出品牌的質感和理念。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">本集<span lang="EN-US">Podcast</span>探討品牌的質感如何塑造,以及如何運用我們的感官,思考消費者的生活場景,並通過您的品牌吸引和影響更多的消費者。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">品牌的質感聽來虛無飄渺,也容易被忽略;但是品牌定位可以透過分析消費者、分析競品、分析市場趨勢建立,品牌質感卻可能是差異化主要關鍵。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">想要打造有質感的品牌,是否只要花大錢就好,或是一定要花大錢?本集就來跟大家聊聊什麼是有質感的品牌,品牌又該如何體現質感?本集內容大綱如下:<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、品牌的質感為何?首先理解什麼叫普通。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、從五感探討消費者如何從體驗感受質感?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、不同產業別,質感又存在什麼差異?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、即使是市場攤販,也能塑造質感。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">五、有質感的品牌就能透過消費者影響更多消費者。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/tw/podcast/ep79-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E7%9A%84%E5%AE%9A%E4%BD%8D%E5%8F%AA%E6%98%AF%E5%99%A8-%E5%93%81%E7%89%8C%E7%9A%84%E8%B3%AA%E6%84%9F%E6%89%8D%E6%98%AF%E9%81%93/id1602675749?i=1000614225124" style="border-radius: 10px; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-7154525119777568622023-04-19T15:55:00.003+08:002023-04-19T15:55:50.453+08:00聽說行銷│蝦皮與養套殺:你是做電商還是做蝦皮?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj57xQx-IBzeDm51x2p8ri9y-OK6mg9FoL_nsl3J7p2HM-PKIVldhZxWGgFI03jT7Vot06ktxFuu_z9C5FQrNJllxrX3s4ODjRy7abK0hYnwvghkumfUUGnZuQss6ek2qpR5x3RUd8kG3QQLQme5CwYhTx_FG5sJ8cfoWeH_-UOO-ot8OBxTjo5AqKp/s981/2023-04-19_15-51-29.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj57xQx-IBzeDm51x2p8ri9y-OK6mg9FoL_nsl3J7p2HM-PKIVldhZxWGgFI03jT7Vot06ktxFuu_z9C5FQrNJllxrX3s4ODjRy7abK0hYnwvghkumfUUGnZuQss6ek2qpR5x3RUd8kG3QQLQme5CwYhTx_FG5sJ8cfoWeH_-UOO-ot8OBxTjo5AqKp/s16000/2023-04-19_15-51-29.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">蝦皮最近又宣佈即將調漲手續費,由於這是在去年五月跟八月調漲後再次漲價,自然又引起新聞話題。這會是蝦皮最後一次漲價嗎?或許還存在相當大漲價空間。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">去年四月蝦皮調漲時我曾經從成本及通路布局角度錄過一集節目,本次則更深入從蝦皮賣家類型以及蝦皮所構成電商生態來探討:為什麼兩年漲三次手續費,蝦皮都不怕賣家集體出逃?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">蝦皮是否還可能繼續漲手續費?</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">蝦皮五月開始手續費為促銷檔期<span lang="EN-US">6.5%</span>,非促銷檔期<span lang="EN-US">5.5%</span>。經營蝦皮想要增加訂單量,自然不能少了廣告,以我看到有投蝦皮廣告的案例,<span lang="EN-US">ROAS</span>平均低標為<span lang="EN-US">5</span>到<span lang="EN-US">7</span>,大約就是佔營收<span lang="EN-US">14</span>到<span lang="EN-US">20%</span>,手續費加廣告支出最多就是<span lang="EN-US">26.5%</span>。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">轉換到另一個電商常見的導流經營場景,如果目前投放<span lang="EN-US">FB</span>廣告的<span lang="EN-US">ROAS</span>連<span lang="EN-US">4</span>都不到,大概就是用自己的官網賣,沒人抽你手續費,營收也差不多<span lang="EN-US">28</span>到<span lang="EN-US">30%</span>付給<span lang="EN-US">FB</span>。所以蝦皮還是有漲價空間的。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">每次蝦皮調漲手續費也總是伴隨著做官網就不用怕被養套殺的討論,該怎麼判斷是時候該建置官網了呢?如果你現在經營蝦皮廣告加上手續費,加上你為了競價犧牲掉的利潤就已經是<span lang="EN-US">25</span>到<span lang="EN-US">30%</span>,那你可以做官網了。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">會不會被養套殺,取決於你是哪種賣家?</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">蝦皮的賣家大致上可以分為「本身有官網多經營一個蝦皮」、「從其他平台轉移過去或多經營一個平台」以及「蝦皮出現才開始做電商」。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">這三種賣家對於電商環境的認知就有相當大差異。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">第一類基本上蝦皮怎麼漲手續費都不太會有反應,因為蝦皮對他們來說就是另一個流量管道。有些是在<span lang="EN-US">FB</span>還有紅利就開始做,官網基礎也穩了;不然就是其他搜尋引擎或是流量、通路布局也都夠分散,蝦皮影響沒那麼大,更該煩惱的是怎麼做好產品差異化避免自己打自己。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">而第二類為什麼在那麼多平台游離還不做官網,大概率是品項真的要做官網其實也沒什麼優勢。你今天假設真的就是批發一堆雜貨來賣,說實在不仰賴平台要生存相當困難。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">這種沒品牌特性的產品,要做<span lang="EN-US">SEO</span>也做不贏電商平台,做<span lang="EN-US">Google</span>購物廣告成效也好不到哪,更別說投<span lang="EN-US">FB</span>廣告,你可能寧願回去付蝦皮手續費跟廣告費。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">至於第三類,這種原生於蝦皮的,如果又是連選品都是跟第二類賣家學的,基本上已經跟蝦皮綁定太深,整體產品、成本跟行銷結構都是不適合其他環境了。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">蝦皮已經建立出一個相當獨特的買家跟賣家生態環境。</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">蝦皮不像其他通路平台聚焦在購物中心,而是一直都是以為個人賣家為主,養成一群仰賴流量的賣家。再來就是透過補貼養成一群對價格敏感到連<span lang="EN-US">60</span>元運費都斤斤計較的買家。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">這兩者合起來形成一個跟其他電商環境迥異的生態,接著開始出現一些經營蝦皮的方法論,但事實上這些經營方法都是只專屬於蝦皮這個環境,會造成越來越多以這套方法進入電商的賣家會越來越變成蝦皮的形狀。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">我相信前幾波漲價應該也有些賣家選擇脫逃,有些成功逃掉了,有些可能摸摸鼻子又回去繼續打開蝦皮廣告。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">關鍵是什麼?就是你的產品、成本跟行銷結構到底是在做電商,還是在做蝦皮?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">到底是在經營電商還是經營蝦皮?更多內容討論都在<span lang="EN-US">Podcast</span>,本集內容大綱如下:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、蝦皮漲夠了嗎?或許還有空間可以漲。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、其他電商平台是否適合蝦皮賣家?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、蝦皮賣家可以概分為哪三種類型?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、買家跟賣家所構成的蝦皮生態有何特別之處?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">五、面對強勢電商通路,品牌應該如何因應?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/tw/podcast/ep77-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E9%9B%BB%E5%95%86-%E8%9D%A6%E7%9A%AE%E8%88%87%E9%A4%8A%E5%A5%97%E6%AE%BA-%E4%BD%A0%E6%98%AF%E5%81%9A%E9%9B%BB%E5%95%86%E9%82%84%E6%98%AF%E5%81%9A%E8%9D%A6%E7%9A%AE/id1602675749?i=1000609547254" style="border-radius: 10px; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-59612796271568170612023-04-12T15:29:00.001+08:002023-04-12T15:29:37.965+08:00聽說行銷│幽默感與社群:如果連輕重都分不清終究只是個小編。<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbNMgBVynYzT9f63Jq1TNZbr0Xvq6Cj_D7heGYN7CWKwAIsNViRb4R0Em5rTjvZPlkr2GzM7v3_2jxpCYXcd0gv6geu2GwdGtAn70cZi2JX9XCXXpoEpIBJQPQVSx-mai2v_RtnuEDfMfwDg5EBHmd6YPrGrWZaf-NbJ2AiXZvKJu2nJpo1ZffpSSa/s981/2023-04-11_20-24-05.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbNMgBVynYzT9f63Jq1TNZbr0Xvq6Cj_D7heGYN7CWKwAIsNViRb4R0Em5rTjvZPlkr2GzM7v3_2jxpCYXcd0gv6geu2GwdGtAn70cZi2JX9XCXXpoEpIBJQPQVSx-mai2v_RtnuEDfMfwDg5EBHmd6YPrGrWZaf-NbJ2AiXZvKJu2nJpo1ZffpSSa/s16000/2023-04-11_20-24-05.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">六福村狒狒逃脫事件也算告一段落,多數人後來都是針對六福村掩蓋事實,但實際上他們在社群操作上也犯了一個多數品牌可能都會犯的錯誤。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">由於這一集內容不同於先前都是針對單一方法或工具議題做探討,多了「幽默感」這個概念內容,所以特別請了我新的助理,也是大家助理的<span lang="EN-US">ChatGPT</span>來擔任助理製作。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">幽默感應該如何定義?</span></h1>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">幽默感是指一種個人特質,這種特質通常表現為對生活中的趣事、機智回應或荒謬狀況的敏銳察覺和欣賞,幽默感是個人在交流和互動中展示出的一種風趣、機智和幽默的能力。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">我個人一直覺得幽默感是一種相當高級的人格特質,如果應用在工作上更是一種創意體現,雖然嘲諷跟搞笑也是一種幽默感表現方式,但是不代表全部。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">在《奧格威談廣告》書中,大衛‧奧格威舉出<span lang="EN-US">10</span>個成效在水平之上的電視廣告拍攝方式,第一個就是「幽默」。但奧格威也提醒:只有極少數文案撰稿人能寫出真正幽默風趣的電視廣告,如果你不是其中一員,請別輕易嘗試。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">幽默感應用於社群有何效益?</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">於社群當中展現幽默感,基本來說就是透過詼諧內容達成破冰,有效與陌生受眾溝通並建立關係;而目前多數企業嘗試於貼文表現創意與靈活性,主要是希望透過幽默貼文創造流量。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">而幽默於社群中更深化操作及展現,企業或意見領袖可透過幽默言論用來影響他人的觀點和行為,一個具有幽默感的人可能更容易吸引注意力並說服他人接受其想法。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">幽默也有助於在氣氛緊繃時,緩解壓力和緊張。這是否表示面對品牌公關事件,企業能透過幽默化解?<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">六福村小編有何問題?聽聽<span lang="EN-US">ChatGPT</span>怎麼說。</span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">六福村小編究竟有什麼問題?在自家品牌沒有完全排除關係前,他就是事件當事人,結果卻跟著其他品牌及網友一起瞎起鬨,張貼自以為幽默的狒文,造成當狒狒死後,六福村官方的漫不經心的態度更被網友更放大審視。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">針對這起事件,我問<span lang="EN-US">ChatGPT</span>:有一隻狒狒脫逃在街上閒晃,為了捕捉這隻狒狒花費相當多社會資源,你所任職的動物園疑似就是造成狒狒逃脫的園區,在一切尚未明朗前,是否適合於社群平台上以幽默的方式回應網有的質疑?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span lang="EN-US">ChatGPT</span>回覆:在這種情況下,以幽默的方式回應網友的質疑可能並不是最佳選擇。逃脫的狒狒可能對公共安全構成威脅,而且動物園在這起事件中的角色尚未明確。在這種敏感時期,以幽默的方式回應可能會被認為是對問題的輕率對待,引起公眾的不滿。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">連<span lang="EN-US">ChatGPT</span>都懂,為何品牌行銷人員不懂?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p><p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"><br /></span></o:p></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">幽默、詼諧跟創意貼文似乎成為今日社群經營主流,本集從幽默感為開端,分別跟大家聊聊幽默與社群關聯、幽默是否適合用來處理危機公關,以及多數品牌在社群經營上對幽默的誤解。本集內容大綱如下:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、幽默感應該如何定義?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、幽默感跟社群有何關聯性?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、面對社群公關事件適合以幽默回應嗎?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、六福村小編有何問題?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">五、社群瘋的是創意、幽默還是無意義跟風?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep76-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-%E5%B9%BD%E9%BB%98%E6%84%9F%E8%88%87%E7%A4%BE%E7%BE%A4-%E9%8C%84%E5%AE%8C%E9%80%99%E9%9B%86%E4%B8%8D%E6%95%A2%E8%AA%AA%E8%87%AA%E5%B7%B1%E5%B9%BD%E9%BB%98/id1602675749?i=1000608509531"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-50747781307777643402023-04-06T08:49:00.002+08:002023-04-06T08:49:42.571+08:00聽說行銷│服務只需要寵粉,服務體驗存在哪些細節?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEvhpWtEO5r1THLpFGKAa8oI1ExbxNWRNEE9O6gtidEdpVIGnV4RoERxldaYcviEytLvpZE_POmuPGV_t6deesXfExGDpUGRD0BcW3ZWFqBvDGXiWwG07k4HyteLYKTa0Yx_KeNQ89xeuRRfZzupOuboT0bHWYV3cBpYIHZ0mgXGWGc8F8gVxcPP6j/s981/2023-04-06_08-43-31.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="512" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEvhpWtEO5r1THLpFGKAa8oI1ExbxNWRNEE9O6gtidEdpVIGnV4RoERxldaYcviEytLvpZE_POmuPGV_t6deesXfExGDpUGRD0BcW3ZWFqBvDGXiWwG07k4HyteLYKTa0Yx_KeNQ89xeuRRfZzupOuboT0bHWYV3cBpYIHZ0mgXGWGc8F8gVxcPP6j/s16000/2023-04-06_08-43-31.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">一提到服務,相當多人可能都是想到必須要滿足消費者一切需求,感覺把服務做好就是一種降低價值的行為。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">事實上服務並非是一種「掉價」行為,更可能是品牌價值提昇關鍵。無論是實體商家還是電商網站,服務體驗邏輯都相同,都可以透過服務體驗地圖來拆解目前服務存在哪些環節需要調整。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">只是服務體驗設計是否就該面面俱到?或許將服務體驗流程拆分為「購買前」跟「購買後」可以找到更多服務體驗最佳化方向,也能破除許多人對於服務可能存在盲點。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">刻意設計無法內化的服務,未必會對品牌加分。</span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">提到服務,很多人第一個想到的品牌大概就是海底撈,海底撈創辦人張勇自己也表示過,他認為消費者對味覺的感受是受服務影響。所以在服務規劃上,海底撈設計了等待區服務,還有變臉跟甩麵的表演項目,這些當然都是成本。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">曾有人因為對海底撈著名的服務向張勇提出請教,想知道他是怎麼想到那麼深化服務流程,是否存在著什麼策略?他卻只是表示:「哪有什麼策略?人家來你的店裡吃飯還要排隊等待,你都不需要有些表示嗎?」<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">也有人問他,這些難道都不是成本嗎?請個人幫人塗指甲也是要錢,又沒有直接跟產品產生連結。張勇回答:「店裡的人都坐滿了,哪還有什麼成本?」<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">從他的回覆當中,其實不難理解為什麼海底撈會以服務著名,因為這一切對他來說都是那麼理所當然。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">很多人都在談服務、談要服務到讓消費者覺得肉麻,但如果服務本質是透過設計,其實有些時候太過刻意反而很假,甚至覺得攻擊性很強,這就是適得其反的服務設計。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">不是實體店,電商銷售是否就沒有服務體驗問題?</span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">前一段時間參與了一個服務體驗最佳化的輔導計畫,我負責的品牌進行工作就是協助實體店品牌規劃電商銷售架構。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">電商當然也需要重視服務體驗,只是要將體驗流程區分為「購買前」及「購買後」。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">前端主要就是「探索」、「選擇」跟「購買」三個服務體驗階段,這部份需要講究清楚、明白、讓消費者快速找到商品,有任何產品購買問題都可以盡可能透過官網解決。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">導入即時客服確實是一個方式,但是你的客服也不可能<span lang="EN-US">24</span>小時待命,加上有些消費者並不習慣主動提出詢問。相同情境也出現於實體銷售,如果沒有銷售人員緊迫盯人關心,消費者就不知道如何購買商品,那就存在調整空間。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">而相當多人反而容易忽略的是「購買後」,從物流、顧客開箱體驗到售後問題,這些都是決定顧客於購買前期待能否延續到購買後體驗商品階段,產生品牌好感度最大化關鍵。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">企業思考顧客服務只需要想著如何「寵粉」,將心力、優惠跟福利都聚焦於購買後,服務好消費者,而不是只想著如何花更多成本去討好那些還沒有購買的陌生人。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">服務體驗規劃要做到購買前讓顧客在沒有感覺情況下也能感知到被服務,購買後則要做到盡可能寵粉。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">本集<span lang="EN-US">Podcast</span>就針對先前參與商家輔導計畫後個人感想,聊聊我對於服務體驗規劃一些想法。主要探討內容如下:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、電商就是上架商品販售,哪還有什麼服務體驗?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、針對電商網站我如何思考服務體驗流程?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、服務是否只會降低品牌價值?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、服務體驗地圖為何?又該如何使用?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">五、服務體驗規劃關鍵思考及爆發點在哪些環節?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep75-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-%E6%9C%8D%E5%8B%99%E5%B0%B1%E6%98%AF%E5%AF%B5%E7%B2%89-%E6%9C%8D%E5%8B%99%E9%AB%94%E9%A9%97%E5%AD%98%E5%9C%A8%E5%93%AA%E4%BA%9B%E7%B4%B0%E7%AF%80/id1602675749?i=1000607615393" style="border-radius: 10px; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-27222219705935598572023-03-30T08:12:00.001+08:002023-03-30T08:12:19.123+08:00聽說行銷│拿活動行事曆填滿檔期,真是品牌正確規劃方式?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiD6DNICea3GMtLvXwuy0Jsjnrxmeg5z-XdAKMgMit7ed1dCGfhmHdC82xjxVeKdCezIaOyWDQuDmQ1UGKIIAjB9WTOlYv4TrVhLBISPUhIKGPmfw53ADkDBnYo6t2zI0BJob6e6fjhS7aGkS7xbzQvZYO-6WzHCCDBUYP9sUdZOqMmOn8Sw9wbV8V/s981/2023-03-30_04-13-52.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiiD6DNICea3GMtLvXwuy0Jsjnrxmeg5z-XdAKMgMit7ed1dCGfhmHdC82xjxVeKdCezIaOyWDQuDmQ1UGKIIAjB9WTOlYv4TrVhLBISPUhIKGPmfw53ADkDBnYo6t2zI0BJob6e6fjhS7aGkS7xbzQvZYO-6WzHCCDBUYP9sUdZOqMmOn8Sw9wbV8V/s16000/2023-03-30_04-13-52.jpg" /></span><span><a name='more'></a></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><br /></span></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">促銷活動是品牌取得業績手段之一,特別是各種節慶或購物節時刻,也造成拿著活動行事曆畫地盤成為行銷人員年度工作。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">但是否想過每個月辦活動是否真是行銷必要工作?沒有認真思考節慶跟品牌間關聯度,又或者促銷活動通常到最後只剩下「促銷」沒有「活動」,積極舉辦活動除了只是「用戰術勤勞掩蓋戰略上的懶惰。」更可能為品牌經營埋下未爆彈。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">節慶活動也並非能跟就跟,要思考品牌層級強度。</span></h1>
<p class="MsoNormal"><br /></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">節慶行銷表面上來看就是弄個行事曆,把每個月有哪些節慶通通抓出來規劃活動,但是先前就提過活動其實也是有輕重度分別,盲目跟其實只是瞎給優惠而無法為品牌加值。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">撇除掉那些小到其實沒有小編特別發文,可能根本沒人知道的小節日,單就台灣人已經存在認知的活動節慶來看,還是有個活動規劃層級感,主要便是:非文化型活動
→ 文化節慶
→ 與品牌定位相符節慶。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">特別是針對農曆春節、情人節這類節慶文化符號。如果說是雙<span lang="EN-US">11</span>、品牌週年慶這類「造」出來的活動檔期,要包裝一個專屬於品牌的符號也不是不行,但是因為這種消費型節慶本身就缺乏文化基礎,因此到最後都只是變成固定有什麼優惠活動來讓消費者記憶,無法對新客造成影響。<span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">四檔主要活動,用四個活動元素做好新舊客品牌管理。</span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">活動不在多在於能有效影響消費者,同時做到增加新客及舊客關係管理。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">四檔主要活動便是兩檔「品牌型活動」跟兩檔「促銷型活動」,可以組合應用活動的四個要素「優惠」、「預期」、「重覆」及「參與」。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">最基本的「優惠<span lang="EN-US"> + </span>可預期」就是銷售型活動的舉辦方式,如果品牌辦活動普遍都只想到給折扣、優惠,那最好是無法預期,因為如果有個品牌活動優惠可預期活動又過於頻繁,你身為消費者應該也很清楚該如何買,傻了才在沒優惠時候買。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">但是雙<span lang="EN-US">11</span>這類銷售型節慶就不需要思考那麼多,這種本來就是造出來的購物節沒什麼文化基礎,本來就是以折扣為主,你就每年都讓消費者預期在這些檔期買很便宜,他們時間快到就會自己有反應。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">品牌型活動建議組合是「可預期<span lang="EN-US"> + </span>重覆<span lang="EN-US"> + </span>參與」,必須要固定在某個時間重覆舉辦活動,且最好是設計一些能引發品牌共感或是提昇服務體驗的行為讓顧客能參與,他們對品牌活動印象會更深刻。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">而這兩類主要活動以外的次要活動,主要就是「不可預期<span lang="EN-US"> + </span>優惠」讓消費者摸不清什麼時候會突然冒出個活動;不然就是緊扣幾個節慶符號以「可預期<span lang="EN-US"> + </span>參與」方式來進行。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">本集<span lang="EN-US">Podcast</span>就針對幾個節慶行銷及品牌促銷活動可能誤踩地雷切入,探討什麼樣活動形式才能為品牌帶來延續效益。主要探討內容大綱如下:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、節慶活動對消費者來說本質是什麼?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、辦活動又是否有釐清活動重度層級?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、促銷型活動及品牌型活動如何區隔?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、如何整合四個活動要素規劃好活動?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/tw/podcast/ep74-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-%E6%8B%BF%E6%B4%BB%E5%8B%95%E8%A1%8C%E4%BA%8B%E6%9B%86%E5%A1%AB%E6%BB%BF%E6%AA%94%E6%9C%9F-%E7%9C%9F%E6%98%AF%E5%93%81%E7%89%8C%E6%AD%A3%E7%A2%BA%E8%A6%8F%E5%8A%83%E6%96%B9%E5%BC%8F/id1602675749?i=1000606520773"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-37606971102293894862023-03-28T07:50:00.003+08:002023-03-28T07:50:36.083+08:00文案道│如何詮釋痛點,讓消費者開開心心買單?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNzS-2B9x0M_mVI9ppccgnGuHBNFSEWqNgGJ4jTMzORKLX8l6Bfbc_DxF8wFkmee_vg8Bj8WmItSArx8b2hNG1kdnrC2UFXU8DEZglq2GHz0hySwJPjcgqWi_BO4mYhZl1XsInJMyeABlDo54bfrrEj4G5CMpKUa-ZdqPUg4LnjtKofmDbDNrRu1Gv/s981/2023-03-28_07-44-06.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="511" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNzS-2B9x0M_mVI9ppccgnGuHBNFSEWqNgGJ4jTMzORKLX8l6Bfbc_DxF8wFkmee_vg8Bj8WmItSArx8b2hNG1kdnrC2UFXU8DEZglq2GHz0hySwJPjcgqWi_BO4mYhZl1XsInJMyeABlDo54bfrrEj4G5CMpKUa-ZdqPUg4LnjtKofmDbDNrRu1Gv/s16000/2023-03-28_07-44-06.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">因為接觸的產業有醫療跟保健食品產業,所以發現有些行銷人員在痛點呈現上都會偏向以說教方式表現。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">這很正常,因為痛點一直都是行銷相當關鍵元素,特別是對於醫療保健產業來說更是重中之重。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">而當我們想要突顯痛點,又想加入一些情境跟場景感時,就會相當容易落入指責或是說教。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">沒人喜歡被說教,就像父母都要我們別太晚睡,熬夜對身體不好,最後就變為了不讓父母擔心,只好通宵不熬夜。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">最典型的案例就是知名胃藥廣告,總是劈頭就指責消費者會胃食道逆流一定都是因為咖啡喝太多、甜點吃太多造成。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">其他相同案例當然就是賣眼睛保健食品就指責消費者整天滑手機,睡前還在滑抖音。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">難道消費者都不知道他有這些壞習慣嗎?他知道,但是輪不到你來嘴他。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">我在課程上很常舉一個廣告案例,就是中國美羅胃痛寧片的廣告,大家可以到<span lang="EN-US">YT</span>或<span lang="EN-US">B</span>站上搜尋,普遍畫質都很差就是。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">廣告一開始姜文就對著鏡頭說:「胃痛?光榮!一定是忙工作忙到三餐都沒個正點。」<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">同樣都是胃痛,一個是指責你生活習慣差,一個是褒揚你工作太認真,哪個能讓消費者開心買單?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">事實上不只是說教,有些時候將痛點太裸露表現的負面表達手法也未必會讓受眾舒服。但想要正面表述又該如何做?我用<span lang="EN-US">ChatGPT</span>舉例跟說明整個思路。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;">------<o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">圖<span lang="EN-US">01</span>就是一個常見、四平八穩的廣告腳本切入方式,你如果只是單純告知想要正面闡述,不要指責消費者,結果就是這樣。</span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9yodtboQ8QDSZyA8dmscXLQ4eXquSnTHqcdP4V-cfFZ4N8-vlt04u5oQ-acqp-Xfw1x1zPYEedXS0CDbtW68EMPN8SBtHn29MnqsDC-Y4GbxsAgLye-NiCRwH3jqOh91ixzDfRjESuCyydPiYgcuBatp6HFG7urURI1Jr4GSiKwgCO4eGzNBuBueG/s889/01.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="862" data-original-width="889" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj9yodtboQ8QDSZyA8dmscXLQ4eXquSnTHqcdP4V-cfFZ4N8-vlt04u5oQ-acqp-Xfw1x1zPYEedXS0CDbtW68EMPN8SBtHn29MnqsDC-Y4GbxsAgLye-NiCRwH3jqOh91ixzDfRjESuCyydPiYgcuBatp6HFG7urURI1Jr4GSiKwgCO4eGzNBuBueG/s16000/01.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">相同的指令架構改成眼睛保健食品(圖<span lang="EN-US">02</span>),額外加上以白領上班族為主要受眾出來的結果就相對明確。</span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKiLBb2Scs5MMA3n6j7sk2zfBPcdM8YFs8q32CrYrwbgil45rlRvGJImraIZsIyVUvduB9-anwdNvFEU4GrHXpjOuQd1kG7AcjYAwj14IPv61d2u3Oxp7_fweHyyxRgJPwnji9gfDgypCt_PMy1WEfbDcRVKFA1p9bIW7njkkZ9myPefP1S-kwikd_/s1051/02.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="1051" data-original-width="890" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKiLBb2Scs5MMA3n6j7sk2zfBPcdM8YFs8q32CrYrwbgil45rlRvGJImraIZsIyVUvduB9-anwdNvFEU4GrHXpjOuQd1kG7AcjYAwj14IPv61d2u3Oxp7_fweHyyxRgJPwnji9gfDgypCt_PMy1WEfbDcRVKFA1p9bIW7njkkZ9myPefP1S-kwikd_/s16000/02.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">提到白天努力工作後,晚上需要給自己一些休閒時間滑手機,相當有同理心。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">但是有一些「我們絕不指責」這種因為指令提到的多餘文案,這就是<span lang="EN-US">GPT-4</span>很容易太認真的問題,包含下面可能涉及療效的闡述,也需要注意。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">這些別瞎想該如何透過指令解決,自己手動改掉就好。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">同樣指令邏輯轉換成護肝產品,如果沒有明確定義受眾、情境場景,我測試過幾次,<span lang="EN-US">ChatGPT</span>都會規劃在酒吧喝酒的情境(圖<span lang="EN-US">03</span>),所以需要給一些框架。</span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXZc-pCydrgt6N8CBub0SjmpgbIzQ040JpKU5GATi_E20dZL9FrYE_dDSwt8z91_Dkm1PrACHg7plMFFaxM1hREuW9Pm4zF44BIW5Jyc1O3g--sNXQIfgBhUjpH9L7OcM6H0jBD-fvsTCSbvquy5qux5AI1uqjdMmO_9KT42oMwGuFDK8cOQTgY9dx/s868/03.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="868" data-original-width="850" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXZc-pCydrgt6N8CBub0SjmpgbIzQ040JpKU5GATi_E20dZL9FrYE_dDSwt8z91_Dkm1PrACHg7plMFFaxM1hREuW9Pm4zF44BIW5Jyc1O3g--sNXQIfgBhUjpH9L7OcM6H0jBD-fvsTCSbvquy5qux5AI1uqjdMmO_9KT42oMwGuFDK8cOQTgY9dx/s16000/03.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">指令加入「目標受眾希望以常常需要應酬的上班族」為主,而且是為了心愛的家人(圖<span lang="EN-US">04</span>),整體方向就收斂許多。</span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN7q31Lce8ukhYaUGqGQ1yf3buCSfya-d4rnoIsqlJwV1f5ynDBnEP566qnxnEoerqyVQsSAydvRF86ONH1JlmQ_oEk1E9BB6Hmy2b4ZOccluz74QRMQ_rdR5q0HHxTYjD-QAMZy2BB8o9XETRKYg2NanPYrMaEHFc2sHKgZeo1ArSBKyFr2AX-ETm/s969/04.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="969" data-original-width="884" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjN7q31Lce8ukhYaUGqGQ1yf3buCSfya-d4rnoIsqlJwV1f5ynDBnEP566qnxnEoerqyVQsSAydvRF86ONH1JlmQ_oEk1E9BB6Hmy2b4ZOccluz74QRMQ_rdR5q0HHxTYjD-QAMZy2BB8o9XETRKYg2NanPYrMaEHFc2sHKgZeo1ArSBKyFr2AX-ETm/s16000/04.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">圖<span lang="EN-US">04</span>黃色的部份其實寫得蠻好,「您為了家庭總是堅持著,但無形中肝臟也在默默承受著壓力。」讓我突然覺得或許<span lang="EN-US">AI</span>開始有情感。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">不過寫產品文案很好用的八大生命原力到這邊就被改成成份,有點瞎。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">上一則文案還有個問題就是一提到應酬,<span lang="EN-US">ChatGPT</span>都會規劃跟同適應酬的場景,體現出<span lang="EN-US">AI</span>覺得辦公室沒有友情,聚餐都是應酬。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">所以可能需要將場景再詳細一點限制,加上「常常必須跟客戶應酬的上班族」出來的結果就相對好很多(圖<span lang="EN-US">05</span>)。</span></p><p class="MsoNormal"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVHnkobaVrOdMSDRwb5puM2N9EhebICUN8O83Bqik40GKg9d75w4dfgyhFt1uGsJcXS7sIksS5XP4ygDGVJ6RGfm6QxNrbn14pqZH4QmTvB1e2hkD5zuftlxEMBEE8kkcc4RyDtiKurxJpnIxjLccw36supaHWHdqvbusadgc12B2IMTlmXqGntXT4/s965/05.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="965" data-original-width="912" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVHnkobaVrOdMSDRwb5puM2N9EhebICUN8O83Bqik40GKg9d75w4dfgyhFt1uGsJcXS7sIksS5XP4ygDGVJ6RGfm6QxNrbn14pqZH4QmTvB1e2hkD5zuftlxEMBEE8kkcc4RyDtiKurxJpnIxjLccw36supaHWHdqvbusadgc12B2IMTlmXqGntXT4/s16000/05.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">基本上如果可以理解上面的邏輯,你其實不需要靠<span lang="EN-US">ChatGPT</span>也可以規劃出正面表述的廣告內容。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">受眾、場景跟切入方式都有了,自己想可能更快,因為根據我實測,要<span lang="EN-US">ChatGPT</span>想廣告創意真的很像跟一個新人溝通,來來回回囑咐半天才能滿意。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">要不是他是個<span lang="EN-US">AI</span>,我真的都會火了。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">不過<span lang="EN-US">ChatGPT</span>倒是有個方向相當好用,就是當你對於正面表述的受眾跟場景沒太多想法時,可以靠他來想。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">只是如果只是單純要他詮釋有哪些正面闡述的生活情境,他會給出一堆多運動、預防勝於治療,太過於發散的答覆(圖<span lang="EN-US">06</span>)。</span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgndggtXRA8ru4TG_fNy5QA24FrEx0hW3l6irZHgdxJam-LPT50FeOvqm_An_yhr4eQO9m2bNgzxw5F9fEAtiaZ0Qsm1682VEQrXoeDIE9A4lz63XmviezLgpyMZFflON6SDbMo8m0_G-fYkEbywkOUc9EmK9WiGvtOS53nEDs9w3u2KmP_9WC_GErk/s889/06.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="682" data-original-width="889" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgndggtXRA8ru4TG_fNy5QA24FrEx0hW3l6irZHgdxJam-LPT50FeOvqm_An_yhr4eQO9m2bNgzxw5F9fEAtiaZ0Qsm1682VEQrXoeDIE9A4lz63XmviezLgpyMZFflON6SDbMo8m0_G-fYkEbywkOUc9EmK9WiGvtOS53nEDs9w3u2KmP_9WC_GErk/s16000/06.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">就像先前提到,出來結果不如預期就是設定框架,同樣的指令加上還有哪些類似「工作太認真導致沒有按時吃飯」這個例子後(圖<span lang="EN-US">07</span>),他一口氣列出其他<span lang="EN-US">7</span>個受眾場景,你都可以直接設置多支廣告了。</span></p><p class="MsoNormal"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikz6mXtgOstU8gGJI9QAHE-PFcX6y9GI_JxCZpK3nlDzVVVxCxjgLcthZvvnQa25v3ULn_9TMUU8R_LLjU4WHh7YH4NvyRv7UKiH0QuwX1-diUdlXdptJpWuu9l5OCRfZXVJ-hkShiyQY0mxrypRuwZz8CbiPLELQmO2sErJF43fFgRJKbVd1RfDuw/s900/07.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="658" data-original-width="900" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikz6mXtgOstU8gGJI9QAHE-PFcX6y9GI_JxCZpK3nlDzVVVxCxjgLcthZvvnQa25v3ULn_9TMUU8R_LLjU4WHh7YH4NvyRv7UKiH0QuwX1-diUdlXdptJpWuu9l5OCRfZXVJ-hkShiyQY0mxrypRuwZz8CbiPLELQmO2sErJF43fFgRJKbVd1RfDuw/s16000/07.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">上面提到的流程其實也包含相當多人應用<span lang="EN-US">ChatGPT</span>可能存在盲點,特別是在請<span lang="EN-US">AI</span>寫文章方面。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">要<span lang="EN-US">ChatGPT</span>寫出像樣的文章並不是多困難的事,就是把要求說清楚就好了,你說得越清楚,出來的東西越符合你的需求。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">如果你連打個一兩百字都懶,想用幾十甚至十幾個字,一句話就讓<span lang="EN-US">AI</span>幫你完成一篇滿意的長文,要不是把工作想得太簡單,不然就是對成品的要求也沒真的多高。<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">舉例來說:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;"></span></p><blockquote><span style="font-family: inherit; font-size: large;">針對(文章主題)撰寫<span lang="EN-US">500</span>字文章,內容需要提到(希望加入內容重點),以(希望布局關鍵字)做為文章開頭,不要條列以段落方式表現內容,各段約<span lang="EN-US">90-150</span>字,每段當中加入(希望置入關鍵字),最後一段提及(希望達成行動呼籲)。</span></blockquote><span style="font-family: inherit; font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">明確表達你希望產出的文章結構,絕對好過只寫一句「針對(文章主題)撰寫<span lang="EN-US">500</span>字文章。」<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: inherit; font-size: large;">除非你自己對於這篇文章到底該是什麼樣子也沒想法。<span lang="EN-US"><o:p></o:p></span></span></p><br />小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-20257862285149877472023-03-22T07:27:00.007+08:002023-03-22T08:09:45.893+08:00聽說行銷│我如何用AI工作?企業如何透過AI解決缺人問題?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlnT7jxKevi1cf_VO_Js1lnBQ3HJgmINs0-5UGBml-Xf9fYb4TEBawxMBL3mXaSTSTQY3hFR6vO6VSsGhOFe1TJ94AgMd_Rvx4riIOMePGRYB-E39atT2S8ekOJXfCYVU6IVIik_eamHnVUt8tAVg9DvNw4n6A_W9cpjsY2vH62zGgdIPGeNbr6Y4l/s981/2023-03-22_05-34-45.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="512" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlnT7jxKevi1cf_VO_Js1lnBQ3HJgmINs0-5UGBml-Xf9fYb4TEBawxMBL3mXaSTSTQY3hFR6vO6VSsGhOFe1TJ94AgMd_Rvx4riIOMePGRYB-E39atT2S8ekOJXfCYVU6IVIik_eamHnVUt8tAVg9DvNw4n6A_W9cpjsY2vH62zGgdIPGeNbr6Y4l/s16000/2023-03-22_05-34-45.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">自二月底上架<span lang="EN-US">EP 70</span>談完<span lang="EN-US">AI</span>工作應用後,這幾週<span lang="EN-US">AI</span>大戰完全沒有休兵的意思,微軟發布<span lang="EN-US">Copilot</span>,本集錄音結束後又出現<span lang="EN-US">Bing</span>影像建立者(<span lang="EN-US">Image Creator</span>),影像設計霸主<span lang="EN-US">Adobe</span>也宣佈加入戰局。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span lang="EN-US">AI</span>成為工作一環已經是現在進行式,且接下來導入門檻只會跟其他工具及產品一樣越來越低廉,但技術越來越成熟。面對<span lang="EN-US">AI</span>能做的事情越來越多,工作者應該如何因應?當然就是讓<span lang="EN-US">AI</span>成為你最佳助理,甚至是社會新鮮人也能開局就自帶助理工作。</span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-family: inherit; font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">我如何利用<span lang="EN-US">AI</span>工作?加速投入價值產出效率。</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">除了先前提到我會利用<span lang="EN-US">AI</span>分析大量數據所表現出現象外,由於平時要寫的文章蠻多,到最後自然會有靈感枯竭的問題,因此我會利用<span lang="EN-US">AI</span>來協助主題發想。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">但是我並非是將<span lang="EN-US">AI</span>提供主題照單全收,而是置入各種不同關鍵字讓<span lang="EN-US">ChatGPT</span>交叉比對出許多主題並大量產出,再針對這些主題進行重組找我個人相當滿意的主題。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">因為我對選題要求比較高,所以命中度不高,大約讓<span lang="EN-US">ChatGPT</span>發想<span lang="EN-US">40</span>篇可以提煉出兩個主題,但而要完成這樣的成果如果是先前大約需要一到兩倍以上的時間,嘗試找別人協助進行,一來一往也可能耗掉幾天時間,還不含溝通成本。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">關鍵是透過與<span lang="EN-US">AI</span>共同發想主題,就像是一整個團隊關起來做選題會議腦力激盪,一次幾十個甚至上百個主題送到眼前,很難不拼湊出想法。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">我會利用<span lang="EN-US">AI</span>來解讀大量數據表現出現象、大量發想文章主題,而這些事都有個關鍵:並非是工作本身價值,針對<span lang="EN-US">AI</span>所解讀現象進行延伸分析,還有針對主題加入自身見解撰寫成文章才是這些工作主要價值產出點。</span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;">多數公司都面臨缺工、新人培訓效率問題。</span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">雖然部份老闆說<span lang="EN-US">AI</span>出現可以精簡人力了,但我看到更多企業都面臨缺人、員工培訓問題;面對這些即時問題<span lang="EN-US">AI</span>就是最好的解方,但不是利用<span lang="EN-US">AI</span>來精簡人力,而是透過<span lang="EN-US">AI</span>來建立一些基本教育訓練跟工作架構。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">我多年來建立相當多行銷模型跟流程架構,一方面是為了講課讓學員更好理解,另一方面其實這也是為了導入客戶的行銷團隊中建立工作基礎,但執行上還是有相當大困難,因為架構終究還是要由人來操作,人存在理解力、熟悉度及傳承難度。</span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><br /></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">但如果這個工作架構是透過<span lang="EN-US">AI</span>為基礎,那就可以真正成為團隊基礎戰力。老員工培訓新員工更方便,即使員工離職也不用擔心從<span lang="EN-US">0</span>開始,這是每個企業面對<span lang="EN-US">AI</span>成為成熟化都該要有應用認知:建立一套以<span lang="EN-US">AI</span>為基礎的工作架構,將<span lang="EN-US">SOP</span>也<span lang="EN-US">AI</span>化。<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;">當<span lang="EN-US">AI</span>能瞬間完成一份簡報,工作者及企業該如何面對工作環境轉變並做出調整?本集主要探討內容如下:<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">一、微軟推出<span lang="EN-US">Copilot</span>是否又要害講師失業?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">二、科技一直都在淘汰人力,但為何同公司有人不被淘汰?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">三、我如何應用<span lang="EN-US">AI</span>來協助工作進行?界線如何拿捏?<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">四、比起因為<span lang="EN-US">AI</span>裁員,更多公司面臨缺工,<span lang="EN-US">AI</span>如何幫忙?<span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep73-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E9%9B%9C%E8%AB%87-%E6%88%91%E5%A6%82%E4%BD%95%E7%94%A8ai%E5%B7%A5%E4%BD%9C-%E4%BC%81%E6%A5%AD%E5%A6%82%E4%BD%95%E9%80%8F%E9%81%8Eai%E8%A7%A3%E6%B1%BA%E7%BC%BA%E4%BA%BA%E5%95%8F%E9%A1%8C/id1602675749?i=1000605243637" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-family: inherit; font-size: large;">音檔內容同步上架各大<span lang="EN-US">Podcast</span>平台,請點擊收聽</span><span lang="EN-US"><span style="font-family: inherit; font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-29292422121724903632023-03-15T17:05:00.005+08:002023-03-17T03:54:35.173+08:00文案道│如何讓ChatGPT寫的銷售文案,從60分變90分?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFHT152OjWv3ux9Yjgpa5VmWv8pDS-2s_J-ID5fPLUNzkCq4szr-C1lxsOrOHU_XWeyMNyGvPtM49nxHWw2JWbcohIf-ORn26Q6RdOtkhzMvRPssDf4Dma5s4B6OHW6xI6zwzx7jnSzaeIH4x88A5Vf7YQ3xJDNk2f_OTRiGXedzTGE-x338w9gxt0/s981/2023-03-15_16-41-52.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFHT152OjWv3ux9Yjgpa5VmWv8pDS-2s_J-ID5fPLUNzkCq4szr-C1lxsOrOHU_XWeyMNyGvPtM49nxHWw2JWbcohIf-ORn26Q6RdOtkhzMvRPssDf4Dma5s4B6OHW6xI6zwzx7jnSzaeIH4x88A5Vf7YQ3xJDNk2f_OTRiGXedzTGE-x338w9gxt0/s16000/2023-03-15_16-41-52.jpg" /></span></a><span style="font-family: inherit;"><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><br /></span></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">注意!本文不是要教你如何用一組詠唱就完成一個</span><span lang="EN-US">90</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的銷售文案。如果你覺得真有這麼一組詠唱可以做到,那很好,試出來的人很厲害。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我有些朋友認為</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫出來的文案已經有</span><span lang="EN-US">70</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的水平,我個人比較機車,打個</span><span lang="EN-US">60</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分。不過能夠完成</span><span lang="EN-US">60</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到</span><span lang="EN-US">70</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的文案已經減少掉我們至少一個小時以上的工作時間,還有不計其數的腦細胞。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">什麼叫</span><span lang="EN-US">60</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的文案?只要你就是把產品資料都丟給</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,接著要他幫你完成不管是廣告文案、銷售文案還是產品頁文案,甚至是直接跟他說以</span><span lang="EN-US">AIDA</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">AISAS</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">架構撰寫,出來的東西都只能算滿足基本需求。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本篇主要探討內容是以「銷售」為主的文案撰寫方向,你講究的如果是用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫出有創意的文案,不在此篇探討範圍。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要讓</span><span lang="EN-US">60</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的文案更進一步進階,就需要三個階段再作業。</span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;"><span lang="EN-US">60</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分到</span><span lang="EN-US">70</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分:有明確的文案架構。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">任何文案都有架構,就算是</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告文案我們也有一套</span><span lang="EN-US">321</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">架構分別整理不同資料並放置於不同位置,更別說銷售頁文案。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部份我先前已經寫了很長一篇完整說明我是如何用</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫出一整套產品文案,這邊就不贅述,有興趣的自己點擊下面連結。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><span style="font-family: inherit; font-size: large;"><a href="https://blog.mktsamurai.com.tw/2023/02/Productcopywriting.html">https://blog.mktsamurai.com.tw/2023/02/Productcopywriting.html</a></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">簡單說就是透過用產品功能成份找顧客利益→排出產品一級賣點跟二級賣點→用一級賣點找主要及次要受眾→透過受眾拆解顧客焦慮及痛點;以架構化方式進行詳細詠唱,就能找到更貼近產品的銷售文案。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">又或者,至少越來越多人都嘗試用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫文案後,這樣做可能稍微有銷售效果一點,不至於跟你的競品差不多。</span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;"><span lang="EN-US">70</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分到</span><span lang="EN-US">80</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分:有明確的銷售邏輯。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有天睡前我突然想到先前課程當中提供給學員的九種有影響效果的文案方式,一開始規劃這個只是想說提供一些關鍵字給他們,讓他們可以方便套用,基本上還是跟對</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">詠唱差不多概念。</span></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQdiVGGy0l6uLjPygfC-Y3rxM_QdI3hgSElEvmBguSDnLZdXRkvMvQpGOoI9VCoZpb31uAm2WjwueooostxmvDINeXyBV_pKpnf_Cca6mW7tCAixXCR7VQBMeuKqUWtOEQEJ8im4Kp6u5HVQIdInqu22jCp8NZvrQIAdUH-CMsMF21H_HAxlpHCLRE/s1333/2023-03-15_16-54-12.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="750" data-original-width="1333" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQdiVGGy0l6uLjPygfC-Y3rxM_QdI3hgSElEvmBguSDnLZdXRkvMvQpGOoI9VCoZpb31uAm2WjwueooostxmvDINeXyBV_pKpnf_Cca6mW7tCAixXCR7VQBMeuKqUWtOEQEJ8im4Kp6u5HVQIdInqu22jCp8NZvrQIAdUH-CMsMF21H_HAxlpHCLRE/s16000/2023-03-15_16-54-12.jpg" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><br /></span></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">後來就想說把這套東西套進去看看,九種文案的寫法分別都有包含一些提示,這就是一個指令,另外再把你想加入的關鍵字都加進去。指令大概如下:</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">(已經準備好的廣告文案)請以能表現情緒及反應之方式將上述那段產品價值主張改寫為廣告標題,可加入愛不釋手、忍不住、心花怒放、讓人怦然心動、愉悅的體驗、讚嘆連連、讓人雀躍、滿滿的幸福感、醉心於、想要感激、倒吸一口氣、熱淚、心跳不已、都忘記時間等參考詞語。請提供</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個標題,每個標題最多加入兩個參考詞語,</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個標題不重複使用參考詞語。</span></span></blockquote><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">裡面的參考詞語你們可以平時看到一些不錯的關鍵字詞就收集起來,到時候複製貼上就好,能收集的越多成果越好。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你也可以直接要</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">生給你,輸入類似「提供</span><span lang="EN-US">15</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個能夠表現情緒相當興奮、驚喜的形容詞或是行為動詞。」之類的指令就好,只是相信我,不會比你自己收集的好多少。</span></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXsGm1fxv5_W8xz9ksa_fz8cDF0cOCpXPOpZvBznPRYYD_DofqVTU5Fs9uwcIkgsvvARhaxTt-00z7kY6giunSSQF0fI-1rCPZqKl_RyNTBUU68tf72ADpKMjhrIB41hRm6OsCHkaxCT1-5WhTbNrSqKtOrllzt6o5tcgG8iK-1DE-TF0UILXj7wYl/s1333/2023-03-15_16-54-37.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="750" data-original-width="1333" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXsGm1fxv5_W8xz9ksa_fz8cDF0cOCpXPOpZvBznPRYYD_DofqVTU5Fs9uwcIkgsvvARhaxTt-00z7kY6giunSSQF0fI-1rCPZqKl_RyNTBUU68tf72ADpKMjhrIB41hRm6OsCHkaxCT1-5WhTbNrSqKtOrllzt6o5tcgG8iK-1DE-TF0UILXj7wYl/s16000/2023-03-15_16-54-37.jpg" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: inherit;"><br /></span></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如圖所示,這九個文案句式都有分別的功能,也適用於不同的銷售環節,例如「</span><span lang="EN-US">Why</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」主要就是價值主張、顧客焦慮及痛點,就適合用誘發注意、引導情緒、聚焦受眾這三種文案句式。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">簡單說這就是進一步調整讓前一階段完成的文案最佳化的步驟。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">除了這九個文案句式,我們也還有直言法、自語法、問句法、肯定法跟數據法五種下標方式,可以另外加入修飾文案,指令大概就是:「以自言自語的方式,口語化修改上述文案。」</span></span></p>
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<h1 style="text-align: left;"><span style="font-family: inherit; font-size: large;"><span lang="EN-US">80</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分到</span><span lang="EN-US">90</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分:深入理解商品跟消費者間關係。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這其實是本週上架的</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">會提到的內容,最近在看木下勝壽的新書《向億萬電商社長學網路行銷》,他在書中舉了一個相當誇飾的汽車廣告文案如下:</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">【通勤不再需要定期票】</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">擁有</span><span lang="EN-US">4</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個輪胎之多,穩定性絕佳。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">只要轉動方向盤就能自由地左右移動。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">坐電車要耗費</span><span lang="EN-US">1</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小時的距離,僅僅</span><span lang="EN-US">45</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘就能輕鬆抵達!</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">已經不需要通勤定期票了!</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">新上市法拉利</span><span lang="EN-US">458 Spider 3200</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">萬日圓</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">現在只要全家購入兩輛法拉利,</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就可以獲得家庭價</span><span lang="EN-US">7%</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的優惠!</span></span></p></blockquote><p> </p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">看到這個文案是否覺得很瞎?但是木下勝壽說他們公司不懂保養品的直男寫出來的女性保養品文案,看在女生眼裡就是這個樣子。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="font-family: inherit; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以我們該如何</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫的文案更進一步提升到</span><span lang="EN-US">90</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分?終究還是要靠你身為一個行銷人的日常洞察以及對消費者、競品的理解,還包含文案當中是否都有加入購買理由及購買指令這些銷售元素。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以有</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">了是否就不需要請員工寫文案或學文案?老實說,現在真要談文案,終於可以花更多時間拆解商品、消費者跟銷售的關係,不用怕講太多這些會被認為課程太水,都沒教如何寫文案。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-family: inherit; font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼該如何完成</span><span lang="EN-US">100</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分的文案?我是勸你別要求那麼多,放過自己。</span> <span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">顯示較少</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-45402535454741106782023-03-15T07:11:00.001+08:002023-03-15T07:11:53.196+08:00聽說行銷│投放數位廣告技術先決,當中存在什麼盲點?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh98et02WG3cxsWXjgQMas1JDmYHQGu6OnjoZgEvum8qMfLxD0LL235o4JDVhzc170UzkUpCRG8IvLO34htkz5EI--02i5T7w_niqs3ZJVCght2HPeeuuMGnhGkz8oCq-4lmBW9_dm4B4iKER-qxCaSv1RnFUxtwejdNH5vKMHeMjFty8XpjIAxQt3E/s981/2023-03-15_04-57-45.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh98et02WG3cxsWXjgQMas1JDmYHQGu6OnjoZgEvum8qMfLxD0LL235o4JDVhzc170UzkUpCRG8IvLO34htkz5EI--02i5T7w_niqs3ZJVCght2HPeeuuMGnhGkz8oCq-4lmBW9_dm4B4iKER-qxCaSv1RnFUxtwejdNH5vKMHeMjFty8XpjIAxQt3E/s16000/2023-03-15_04-57-45.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">去年</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">月</span><span lang="EN-US">EP52</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有推薦的《億萬社長高獲利經營術》作者木下勝壽新書《向億萬電商社長學網路行銷》相當兇殘,才看前面一小部份就看他各種噴,其中便針對只在乎技術而忽略基本行銷的網路行銷人,認為相當多技術行銷派的人都只聚焦在技術面,忽略廣告本質,可能所謂</span><span lang="EN-US">A/B Test</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">都是建立在錯誤方向。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">木下勝壽認為成功的廣告需要基本行銷範疇和技術行銷領域結合,在製作廣告前,需要進行資料收集、概念發想和素材創意三個步驟。資料收集主要包括商品、使用者和競品的相關資訊,概念發想需要針對產品、使用者和競品的資訊進行分析和研究,明確對誰說話,說什麼?</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">素材創意則整合前述內容,將概念設計為廣告內容和素材,最後才進入技術層面進行廣告投放操作。成功的廣告必須遵循此步驟,設計符合消費者需求的廣告,進而達到促進商品銷售的目的。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">擺脫技術思維首先要釐清:廣告本質到底是什麼?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">傳統電視廣告、報章雜誌平面廣告、戶外廣告看的是什麼?首先就是買什麼時段、放在什麼位置,這是要看能否觸及到最大量體受眾、又觸及到哪些人?接著就是到底跟這些人溝通了什麼?</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">事實上數位廣告也是如此,任何一支廣告的目標受眾真正看到的是什麼?是文案、圖片或影片,不是後面那些各種設定。廣告不管換到什麼媒介終究是廣告,無法吸引人的廣告就等於無效。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">只是提供了比起電視、戶外看板更方便的功能讓我們可以更有效觸及受眾,不代表廣告就不需要有它該存在的基本功能:吸引人。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">將基本行銷結合技術行銷的思考方式,便是先搞定廣告的事,再來煩惱系統的事。</span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告內容如何優化?先思考商品跟使用者如何互動。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">江南春主編書籍《破解增長焦慮》中有篇內容提到:中小企業品牌做傳播比起追求有趣,更要思考如何有效。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告比起被看見,另一個極為重要因素便是「被看見什麼?」而且還要思考這些被看見要素能不能被記住。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">書中就舉了「妙可藍多」這個中國乳酪品牌為例,面對全球乳酪品牌這個競爭,分眾傳媒幫妙可藍多透過改編兩隻老虎設計了廣告歌不斷重複「妙可藍多乳酪棒」,最後一句「妙可藍多時間到」,讓每天搭電梯接觸到梯間廣告的小孩都吵著要買妙可藍多,而也為家長置入「妙可藍多點心時間」這個認知。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你的廣告或是行銷內容是否有效?傳播什麼、被看見什麼、讓顧客認知到麼、是否存在購買理由跟購買指令?從這幾點全盤審視,或許就能找到廣告無效主要原因。</span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告內容如何差異化?從三個購買要素找方向。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在廣告中,要加入購買理由、購買指令和購買指南三個要素,可以幫助客戶更快速地作出決定,並提高轉換率。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先,要突出產品或服務的獨特優勢和特點,並提醒或是建立顧客對產品之需求,這便是第一個購買要素「購買理由」。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其次,在廣告中提供清晰的購買指令,除了強而有力的行動呼籲外,一個暗示產品使用之情境也是相當明確購買指令。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後,要提供有用的購買指南,幫助客戶作出明智的購買決定。可以包括產品或服務的規格、功能、特點、使用方法等,以及任何相關的疑問解答或客戶評價。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告內容想要差異化,就要懂得從競品廣告忽略的要素強化,才能讓產品面對同類型競品得以脫穎而出。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當廣告效益不如預期時,是否都是想著要修正廣告設定?或許最根本問題就出在從廣告內容就表錯情,只是不斷用受眾無感的廣告在對他們「推銷」。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本集</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就從廣告內容對於廣告成效究竟會產生什麼影響來探討基本行銷如何為工具技術建立推力,本集<a name="_Hlk129748346">內容概要如下:</a></span></span></p>
<p class="MsoListParagraph" style="margin-left: 48pt; mso-list: l0 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -24pt;"><span style="mso-bookmark: _Hlk129748346;"><span style="font-size: large;"><!--[if !supportLists]--><span lang="EN-US" style="mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast;"><span style="mso-list: Ignore;">一、</span></span><!--[endif]--><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼投放數位廣告也必須懂基本行銷?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoListParagraph" style="margin-left: 48pt; mso-list: l0 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -24pt;"><span style="mso-bookmark: _Hlk129748346;"><span style="font-size: large;"><!--[if !supportLists]--><span lang="EN-US" style="mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast;"><span style="mso-list: Ignore;">二、</span></span><!--[endif]--><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">只聚焦技術不討論廣告內容有何問題?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoListParagraph" style="margin-left: 48pt; mso-list: l0 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -24pt;"><span style="mso-bookmark: _Hlk129748346;"><span style="font-size: large;"><!--[if !supportLists]--><span lang="EN-US" style="mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast;"><span style="mso-list: Ignore;">三、</span></span><!--[endif]--><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告內容該如何從用戶角度思考商品?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoListParagraph" style="margin-left: 48pt; mso-list: l0 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -24pt;"><span style="mso-bookmark: _Hlk129748346;"><span style="font-size: large;"><!--[if !supportLists]--><span lang="EN-US" style="mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast;"><span style="mso-list: Ignore;">四、</span></span><!--[endif]--><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告就是貨架,面對競品如何建立貨架優勢?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoListParagraph" style="margin-left: 48pt; mso-list: l0 level1 lfo1; mso-para-margin-left: 0gd; text-indent: -24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk129748346;"><!--[if !supportLists]--><span lang="EN-US" style="mso-bidi-font-family: 新細明體; mso-bidi-theme-font: minor-fareast;"><span style="mso-list: Ignore;">五、</span></span><!--[endif]--><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具不會無效,只有錯誤應用會造成技術無用。</span></span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep72-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-%E6%8A%95%E6%94%BE%E6%95%B8%E4%BD%8D%E5%BB%A3%E5%91%8A%E6%8A%80%E8%A1%93%E5%85%88%E6%B1%BA-%E7%95%B6%E4%B8%AD%E5%AD%98%E5%9C%A8%E4%BB%80%E9%BA%BC%E7%9B%B2%E9%BB%9E/id1602675749?i=1000604205453"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-13781868037334302942023-03-06T06:44:00.003+08:002023-03-06T07:49:41.757+08:00聽說行銷│Meta創作者付費認證,反成企業社群行銷危機?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1Y1hgVgvGRKSDgSKooH6RJ11vFTGIt9ue1-1IWsb2QkPV7kCutEpOnqdGrohsO8pyY0teNjseHm4aNctrJzedlFcN0sbyYjUIl0hUyuMiaBB4WdlysnxricXl130djKYZp17icXwIBCXzJATjheQg-x0Kx5VRuNu1YGhegTqggap-0buPXFPjy2ic/s981/2023-03-04_21-00-18.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi1Y1hgVgvGRKSDgSKooH6RJ11vFTGIt9ue1-1IWsb2QkPV7kCutEpOnqdGrohsO8pyY0teNjseHm4aNctrJzedlFcN0sbyYjUIl0hUyuMiaBB4WdlysnxricXl130djKYZp17icXwIBCXzJATjheQg-x0Kx5VRuNu1YGhegTqggap-0buPXFPjy2ic/s16000/2023-03-04_21-00-18.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在提供個人帳號轉為專業模式後,接著開放可以付費取得藍勾認證,並已經於澳洲及紐西蘭進行測試,官方宣佈付費認證權益包含擴散及觸及增加,但這個相當多企業引頸期盼的</span><span lang="EN-US">buff</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">卻只有個人創作者可以課金擁有。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在這樣的情況下,商業品牌於</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雙平台上進行社群行銷或許將會遭遇更加嚴峻的流量阻礙。但是在探討擴散率可能更低前,或許相當多商業品牌必須先正視目前社群行銷盲點,還有該思考又該如何調整未來社群行銷策略。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個人創作者提高曝光是否排擠商業內容?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這對於企業粉絲專頁來說可能並非是件好事,企業真正的社群危機可能才剛開始。因為目前品牌經營</span><span lang="EN-US">Facebook</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">IG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">遭遇的擴散率問題歸根究底就是因為這幾年平台用戶並沒有明顯增長,但是投入社群行銷的品牌越來越多。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題除了造成企業粉絲專頁即使只是想針對粉絲曝光也會因為「商業內容比例」而無法取得高比例觸及外,廣告競價成本逐年高漲也是大家更加有感的問題。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而接下來當</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">更聚焦於為這些有付費的個人創作者曝光時,會不會更進一步排擠到商業粉絲專頁的曝光機會?在問題實際發生前,我無法給出一個確定的答案,但是塗鴉牆的欄位就是這麼多,當還要讓用戶沒追蹤的個人創作者曝光,又要擠掉誰的內容?</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果因此降低好友的內容,那麼</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">IG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個平台應該也沒多少行銷價值了,因為用戶只是會因為一直接收到非「社群」內容慢慢離開這個平台。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">減少非付費的商業內容,應該是一個最大化收益選擇,但這也意味著企業未來想要在</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的平台當中獲得更多觸及,就只能投入更多的廣告預算。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">商業品牌社群行銷,要回歸到最終目的思考。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我個人相當喜歡「上海華與華」創辦人華杉說過的一句話:無論行銷還是設計,都必須服務於最終目的,沒有服務最終目的之行為都是做虛功、廢動作。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">該如何將自己的行銷策略跟設計方案服務於最終目的?首先做之前必須先知道自己要做什麼?做的時候要知道自己在做什麼?而做完之後要知道自己做了什麼?</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">老實說相當多品牌的社群行銷策略都不需要談後面「做的時候」跟「做完後」,光是談「做之前」就已經相當多人都把最終目的拋到一邊。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果企業經營粉專的目的就是為了賣東西,那麼就不要去跟風神小編。你們不是媒體,靠著流量就能活;也不是知名品牌,銷售就是最終目的。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於商業品牌來說,所謂社群應該是經營顧客社群,別想著讓陌生人喜歡你,而是要想如何讓人來買你的產品成為顧客,接著再好好經營顧客社群關係。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業又應該如何面對接下來的</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">社群行銷?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要嘛就是好好經營短影片這個目前主流紅利內容,但是內容題材還是能否創造高曝光關鍵。堅持要做圖文內容,就要確保初期少量曝光可以產生高互動,這對於目前互動已經不踴躍的品牌粉專來說並非易事。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">IG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對你來說還是相當重要行銷管道,我個人的建議是:企業未來針對社群平台更可以拋掉所謂的社群黏著度,想著該如何銷售就好。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">真要花錢也是投入在廣告上以銷售商品為主,而平時社群貼文則是要更聚焦於傳遞商品價值。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">發展重心越來越偏向個人創作者,對於商業品牌來說到底是利還是弊?是否企業創辦人都該出來當網紅?這一集就從</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">付費認證延伸討論,聊聊企業該如何面對接下來的</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">社群行銷。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本集討論概要內容如下:</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">推出的付費認證方案為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、付費方案對個人創作者就是利多嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、當個人創作者獲得流量</span><span lang="EN-US">buff</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,商業品牌又如何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、企業進行社群行銷常見哪些盲點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">五、面對未來</span><span lang="EN-US">Meta</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雙平台,企業如何進行社群行銷?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep71-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-meta%E5%89%B5%E4%BD%9C%E8%80%85%E4%BB%98%E8%B2%BB%E8%AA%8D%E8%AD%89-%E5%8F%8D%E6%88%90%E4%BC%81%E6%A5%AD%E7%A4%BE%E7%BE%A4%E8%A1%8C%E9%8A%B7%E5%8D%B1%E6%A9%9F/id1602675749?i=1000602857577" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-15977525224928856282023-02-27T07:50:00.001+08:002023-02-27T07:50:36.041+08:00聽說行銷│工作者以及管理者,該如何面對AI工具?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYYVwWaj5YYqkvVrTAKCsIy8vAXQLoFbOrauuYRySwchT3m1KUmst_mQDuHh4gO_b5bwIy36TkJLQ5jPUSltNbhbVEaFvvkwMrn_NhwWAkzazFQEr1-nlo6wETq_SMxNYdqH9FNnLdEC1MHPp-dk-EG7PlMe7g5Ud3pkrlWc620vSEj2h7i8yZnXAs/s981/2023-02-26_15-10-54.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYYVwWaj5YYqkvVrTAKCsIy8vAXQLoFbOrauuYRySwchT3m1KUmst_mQDuHh4gO_b5bwIy36TkJLQ5jPUSltNbhbVEaFvvkwMrn_NhwWAkzazFQEr1-nlo6wETq_SMxNYdqH9FNnLdEC1MHPp-dk-EG7PlMe7g5Ud3pkrlWc620vSEj2h7i8yZnXAs/s16000/2023-02-26_15-10-54.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩年來各種</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">應用工具推陳出新,光是在行銷工作者社群好友圈引起瘋傳就有</span><span lang="EN-US">Midjourney</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到最近剛推出的</span><span lang="EN-US">Notion AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,各式各樣</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具逐漸成為每一位工作者看不見的「同事」,也可能是每一位管理者又愛又恨的「下屬」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">隨著人工智慧和</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">自動化工作在職場中變得越來越普遍,企業必須考慮使用這些工具所帶來的好處和挑戰。從成本到潛在錯誤,當將人工智慧納入的工作當中時,有許多關鍵因素需要考慮。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">了解</span><span lang="EN-US"> AI </span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">技術在工作中的優缺點和挑戰。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在工作中使用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具有利也有弊。</span> <span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一方面,它可以為某些工作任務提供更高的效率和準確性。然而,人工智慧也缺乏人情味,並且可能缺乏解決廣告行銷工作者面對更複雜問題時所需的創造力。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">利用自動化提高效率並減少錯誤。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輔助工作可用於簡化流程並減少人為錯誤,透過利用先進的機器學習,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可用於自動執行日常任務,並在處理大量數據及資訊時提供更準確的結果。人工智慧工具還可以比人工更快地收集、分析和解釋大量數據來幫助改進決策。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可能會產生錯誤影響做好準備。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在工作中使用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具,常見問題便是</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提供資訊可能就有誤,當給予</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">之指令存在個人偏見或是資訊有誤,更有可能產生不準確結果。為了解決這個問題,團隊應該設置好監管機制和內部指導方針來確保準確性並在必要時實施糾正措施。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">確保人為判斷與</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具決策平衡。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在工作中使用人工智慧可能有利於流程推進,但要記住這些工具不應完全取代決策過程或推翻人為判斷。為確保將</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成功融入團隊日常工作中,必須在員工和自動化工具間找到平衡點,如此才能確保所有決策都是根據經驗知識和自動化洞察力共同激發。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本集</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就從我個人使用幾個</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具進行工作心得,談當</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">已經成為職場無法避免一環時,工作者及管理者究竟應該如何面對使用及看待</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具?討論重點如下:</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具那麼多,工作者如何做課金選擇?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、我用</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">做了哪些工作?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">連室內設計都能完成,到底會不會引發失業潮?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、工作者應該如何使用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">五、管理者應該如何面對員工使用</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep70-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-%E5%B7%A5%E4%BD%9C%E8%80%85%E4%BB%A5%E5%8F%8A%E7%AE%A1%E7%90%86%E8%80%85-%E8%A9%B2%E5%A6%82%E4%BD%95%E9%9D%A2%E5%B0%8Dai%E5%B7%A5%E5%85%B7/id1602675749?i=1000601669514"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>>
<a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-24698649942437024072023-02-21T22:00:00.002+08:002023-11-13T16:41:49.690+08:00文案道│如何利用ChatGPT,寫出一套完整產品文案?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgv8wt7BsdEf4ATufrnX5MU1_u8JtXY4CzadJPGioHwdQI82bTT8uYvZ0lJIlBn0_5BASt20KVeHTwUUYZkiAqVITj-1U7GXuY47wYl-kYxWXxpUWVp0A7nBhLlp4X5QoPjUAHE-Hu5AAEQTJHpWGXGC-VPAvLRm7A1UIQZb9ZB-L2kmeePxhyyD7z9/s981/2023-02-21_21-43-45.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgv8wt7BsdEf4ATufrnX5MU1_u8JtXY4CzadJPGioHwdQI82bTT8uYvZ0lJIlBn0_5BASt20KVeHTwUUYZkiAqVITj-1U7GXuY47wYl-kYxWXxpUWVp0A7nBhLlp4X5QoPjUAHE-Hu5AAEQTJHpWGXGC-VPAvLRm7A1UIQZb9ZB-L2kmeePxhyyD7z9/s16000/2023-02-21_21-43-45.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我平時產品文案跟廣告文案課程後來都用研究、整理出來一套架構,讓本身不是以文案為主要工作的學員,只要有產品順著架構寫就能完成一套文案。能這麼做主要原因也是因為課程學員大多都只是產品上架需要一些銷售文案的品牌行銷人員或賣家,需求相當單純就是跟消費者溝通這是什麼商品、為什麼要買。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這套架構機制其實也很簡單:產品成份及功能→功能及成份可帶來顧客利益→哪些消費者會需要這些利益→受眾想解除什麼生活問題及內心焦慮→利益對應痛點→現況改變→美好情境→價值主張。最後就是套入圖</span><span lang="EN-US">00</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的架構圖,完成銷售頁內容。</span></span></p><p class="MsoNormal"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXfqgl4yg6jyUPTr54DMNmVoXqCYjyP25gVGQVqvFrENV3KH8JU8gSi3G90A2bCiSE2k459yF6k_t68SB9xE8SWNi0fN9chGnsBT1VCsGiqcX8OrHAc1Nubj8clsTJR-O8EY8pBbo7IYAkkImYe6hO2v4HQF_Y9RgYM8aB41zHVXs2do2uOrG0oBnu/s1333/00.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="750" data-original-width="1333" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXfqgl4yg6jyUPTr54DMNmVoXqCYjyP25gVGQVqvFrENV3KH8JU8gSi3G90A2bCiSE2k459yF6k_t68SB9xE8SWNi0fN9chGnsBT1VCsGiqcX8OrHAc1Nubj8clsTJR-O8EY8pBbo7IYAkkImYe6hO2v4HQF_Y9RgYM8aB41zHVXs2do2uOrG0oBnu/s16000/00.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因為這個架構本身就是各個階段相關連結、逐一完成,先前我就在想是不是可能透過</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,只要把產品功能成份都打進去就會產生一套文案。昨天突然想到用</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來測試這件事情是否可能達成,中午的時候順著架構跑了一次,還真讓我跑完了。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然這不代表這樣跑完就能用,過程中還是需要一些工人智慧,像是八大原力評分的辨識、調整,還有用戶痛點焦慮的提煉,我其實還是有加入一些人為調整。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">更重要的是完成後,還要進一步分析競品、產品獨特賣點,又或者人工潤飾文案,加入一些語感或是修飾得短一點、精鍊一點,其中也包含可能</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">自己加進去的賣點,當你自己銷售那個商品,如何修改應該相當清楚。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">更別說其實我們進行銷售文案分析時,花比較多時間是在研究受眾這件事情上。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是透過</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完成一些基礎內容,可以將時間省下來做更多研究還有文案調整、最佳化工作。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">演練範例是最近一次課程當中,學員課程演練的產品,整體操作跟輸入提示說明如下。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">【找出產品一級賣點】</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先就是完成產品優勢文案,這部份只要有產品有哪些成份,或設計了什麼功能就能完成。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令為「有款(產品名或類別)添加(成份或功能),能對消費者產生什麼益處?請用一句話說明。」(圖</span><span lang="EN-US">01</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">)</span></span></blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbMBhe_QgLM-BV72ZdA0ZJBnCJNmxtciy9shwNfdM-dDCRhJS96s-wUtP0yQf8XUKw2e1A7o8xvDRjuRu4ijYTfYmXW3YC2sIEdjnd0Wz0zBnjwpAX29jt2th39pzKDowvOBiqScBDiSdghAsPVpdqAq0VmjfG_bCnc8seLLquz4aZCpd3b2obtjit/s970/01.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="970" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbMBhe_QgLM-BV72ZdA0ZJBnCJNmxtciy9shwNfdM-dDCRhJS96s-wUtP0yQf8XUKw2e1A7o8xvDRjuRu4ijYTfYmXW3YC2sIEdjnd0Wz0zBnjwpAX29jt2th39pzKDowvOBiqScBDiSdghAsPVpdqAq0VmjfG_bCnc8seLLquz4aZCpd3b2obtjit/s16000/01.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來就是把所有的功能及成份都跑一次,比較麻煩就是要不斷複製貼上。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">整理完所有產品功能及成份對應的顧客利益後,「功能</span><span lang="EN-US">/</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成份</span><span lang="EN-US">+</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">顧客利益」其實就是產品優勢文案。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">下一步就是找出這些產品賣點的比重,這部份輸入內容比較繁瑣。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為確保</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可能不知道什麼是「八大生命原力」,所以我指令前面先向他科普八大生命原力是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:以(產品)可以提供(上面</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跑出來的顧客利益)這個益處來分析,你覺得符合哪幾項生命原力?</span></span></blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN-US"><o:p></o:p></span></span><p></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結果就是圖</span><span lang="EN-US">02</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,我測試了幾個不同產品,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析生命原力還頗到位,當然也可以加入一些人為判定,或是不斷推問是否其他原力也可以符合,有時候他會反駁你。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieDsQGSG1-x1P2vO8QP1Y41i8IvVyYQoVDRjiOOIlONiYz14kSZJIUE-sB2aFPIpxY_5JdrSsLfeuSOsKyn4PrLFZOf9bKu8GkA7EAhcR2lnvxCOE39X55jEGEw-dAw1kkjjNX4PU10Qq3kZJFYGHg46AXlGNoqPwRKpEXq_FvqLYvX6QCxSjFa1l9/s920/02.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="595" data-original-width="920" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieDsQGSG1-x1P2vO8QP1Y41i8IvVyYQoVDRjiOOIlONiYz14kSZJIUE-sB2aFPIpxY_5JdrSsLfeuSOsKyn4PrLFZOf9bKu8GkA7EAhcR2lnvxCOE39X55jEGEw-dAw1kkjjNX4PU10Qq3kZJFYGHg46AXlGNoqPwRKpEXq_FvqLYvX6QCxSjFa1l9/s16000/02.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因為針對不同優勢需要透過評分找出各優勢比重,了解一級賣點跟二級賣點,接著就進一步了解</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">怎麼認定這些賣點的評分。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令為:(產品優勢)符合(</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析符合之原力),如果要為這兩個原力評比分別評判重要性,</span><span lang="EN-US">0</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分,你會分別給幾分?</span></span></blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">得出結果如圖</span><span lang="EN-US">03</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCNlbqLslSG8ojd01blYhMuToV67W5KtPtHMPDQDi02UsiYo07esr_jkKTVGJdLqke6nZkRgVQj99Rd5U5ePLbaXJHEU1ou_ttVQ3we-XBZI0x2LUaiKb9XPdMHxhGh-3AHBZhx402rs4NVlHKQPkleUCi3zSzJrrob4YIb39quldWgS6QMAQ8FhF5/s990/03.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="371" data-original-width="990" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCNlbqLslSG8ojd01blYhMuToV67W5KtPtHMPDQDi02UsiYo07esr_jkKTVGJdLqke6nZkRgVQj99Rd5U5ePLbaXJHEU1ou_ttVQ3we-XBZI0x2LUaiKb9XPdMHxhGh-3AHBZhx402rs4NVlHKQPkleUCi3zSzJrrob4YIb39quldWgS6QMAQ8FhF5/s16000/03.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">除了八大生命原力,我也會分析九大後天習性當加分項,於是進一步詢問這個優勢符合哪些後天習性,這邊一樣最好先跟他科普一下九大後天習性為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:以(產品)可以提供(</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跑出來的顧客利益)這個益處來分析,你覺得符合哪幾項習性?</span></span></blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">得出結果如圖</span><span lang="EN-US">04</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI60pU0SFf4-FSb89DSKfwySCP1QbkE0k38mlawsDzBTa9t7ktmWS7hHIlVt019NOZz265x5FWNwLlzaYgjfbQlr49eRsAiOCXf0JwKd8OCfmStQkF0wugFTLEX5Cs0JTOJ07LvodOVj0-zuOHowjwBx8JmCNbkIsRnXSwEwmsl22qEDp1y123N2gR/s990/04.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="757" data-original-width="990" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI60pU0SFf4-FSb89DSKfwySCP1QbkE0k38mlawsDzBTa9t7ktmWS7hHIlVt019NOZz265x5FWNwLlzaYgjfbQlr49eRsAiOCXf0JwKd8OCfmStQkF0wugFTLEX5Cs0JTOJ07LvodOVj0-zuOHowjwBx8JmCNbkIsRnXSwEwmsl22qEDp1y123N2gR/s16000/04.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到這邊基本上就可以得出各個優勢的總分,但是我後來還會進一步比對各個原力中不同優勢的分數權重,所以我進一步詢問針對各個原力,符合的那些優勢是否可以排出重要性順序。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:請直接針對(該原力內有分數的優勢)以(分析原力)這個原力排出重要性順序。</span></span></blockquote><span style="font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">得出結果如圖</span><span lang="EN-US">05</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,接著再去調整各個原力的分數,分別針對有分數優勢將分數調整為</span><span lang="EN-US">1</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><p class="MsoNormal"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdmSDlexLv70_xrflhDxQkB45CODvDwaxrJj9hTV0YH-lxpK7BHj8qq7BuMR-Gcy_sMYd4NgysrGe_PiQHsKqCSOBDzP_vC6EQEF-vjbavbOtAKgECFuSnUs9Eh8EQZZimnfuMkXjhNlZbAKC3Tjk3zQcQjjbJLMNeWoPaRLQ07Qluy48kYHx8t8fe/s865/05.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="631" data-original-width="865" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdmSDlexLv70_xrflhDxQkB45CODvDwaxrJj9hTV0YH-lxpK7BHj8qq7BuMR-Gcy_sMYd4NgysrGe_PiQHsKqCSOBDzP_vC6EQEF-vjbavbOtAKgECFuSnUs9Eh8EQZZimnfuMkXjhNlZbAKC3Tjk3zQcQjjbJLMNeWoPaRLQ07Qluy48kYHx8t8fe/s16000/05.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完成上述文案後得出結果就是圖</span><span lang="EN-US">06</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRI0Trj7aYErCveZQtebR6HiAWXNAWIu8BrBMOShPhJkUAVUEh5QssqfIE_aAuVrgFyX_Bd9BHZ2WXn4NLT6MekRXjNcFHOaOZYNAKZG-fDDhD8n-gtEtamIRgY230Zqyr_Eqt5k1UCg_39swbHl7a3ty3EQpjOxk_AHSPPiCuX_7e3RfyA7Gnuu9o/s1241/06.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="1241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRI0Trj7aYErCveZQtebR6HiAWXNAWIu8BrBMOShPhJkUAVUEh5QssqfIE_aAuVrgFyX_Bd9BHZ2WXn4NLT6MekRXjNcFHOaOZYNAKZG-fDDhD8n-gtEtamIRgY230Zqyr_Eqt5k1UCg_39swbHl7a3ty3EQpjOxk_AHSPPiCuX_7e3RfyA7Gnuu9o/s16000/06.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">【探查受眾】</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">尋找受眾方面,建議把產品一級賣點跟二級賣點的功能成份及顧客可獲得利益分別說明一下,不想多複製貼上這些應該也可以,接著詢問受眾建議。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:適合對哪些身份或哪類消費者進行推廣?</span></span></blockquote><span style="font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">得出結果如圖</span><span lang="EN-US">07</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgG5blXzRmbogbcE2Na7UigwWDShQi_wwpQHnJnb3pP86nkomgG_TYkolAZCdU4s6i9QnEZyTITwtXDAXv_w6dm_RvPIvhjk8gCvviA-8SA9EW0ak1iEAvYHyAloc10gq840YSZ6dGVjZADTHjbSH8Oo7YvpL5pLfk0vfmp2NiEjWbo1MKVXc4V4QBm/s884/07.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="695" data-original-width="884" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgG5blXzRmbogbcE2Na7UigwWDShQi_wwpQHnJnb3pP86nkomgG_TYkolAZCdU4s6i9QnEZyTITwtXDAXv_w6dm_RvPIvhjk8gCvviA-8SA9EW0ak1iEAvYHyAloc10gq840YSZ6dGVjZADTHjbSH8Oo7YvpL5pLfk0vfmp2NiEjWbo1MKVXc4V4QBm/s16000/07.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我的架構會針對受眾進一步探查「何者量體最大」「何者應用產品機率最高頻」跟「產品優勢對哪群受眾來說溝通最強烈?」因此進一步詢問這些問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上述所建議的四群消費者,哪一群受眾量體最大?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上述所建議的四群消費者,哪一群使用這款梅露的頻率更高?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上述所建議的四群消費者,哪一群對產品的賣點訴求會感覺特別強烈?</span></span></p></blockquote><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這裡給出的答案其實都偏向保守,但是也可以針對</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提供建議自己做分析,得出結果如圖</span><span lang="EN-US">08</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihfeMuV6FIVb5bIu7I63N1v3dbgWQbtoYR6MEhsawDyUEVdSwTL9EMq6cJa6WFBTBYtaMH_cZsj7vvuBP4ksON6PxxCFlNs_2q5imKMMkwip1XCiUYNrzrAJ9jSd56DZAVQ1SeGmnfuIMwHZ2lGzPZKnHwdZCtaMBH5arE-DtmoXd1QgSUftlyyBNY/s1013/08.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="742" data-original-width="1013" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihfeMuV6FIVb5bIu7I63N1v3dbgWQbtoYR6MEhsawDyUEVdSwTL9EMq6cJa6WFBTBYtaMH_cZsj7vvuBP4ksON6PxxCFlNs_2q5imKMMkwip1XCiUYNrzrAJ9jSd56DZAVQ1SeGmnfuIMwHZ2lGzPZKnHwdZCtaMBH5arE-DtmoXd1QgSUftlyyBNY/s16000/08.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來就是進一步針對受眾做「失敗」跟「成功」分析,這裡我只針對主要受眾做分析,想要多做一些可以自己跑。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">(受眾)如果沒有購買這款(產品),可能在生活當中會遇到哪些問題及痛點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當(受眾)購買了這款(產品),又可以如何讓生活過得更好?</span></span></p></blockquote><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結果如圖</span><span lang="EN-US">09</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟圖</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><p class="MsoNormal"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGSRo6-xHypljGM79hcycoXGlQt37KFlEgqcPtrWEyAkDTWmt2UKicjYyxLw2TQ3j9fMQpnyDVV0QdUgyUrenCHh_y2n5DULNYhxE0ttgb9G1KhNcRLqkX_soSVYGmDE-YXN6Sengk9EF8Tp2pN5ijR1KXDghHs1uCbgGApUlTQ041w8ixRWaCN2Uw/s918/09.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="559" data-original-width="918" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGSRo6-xHypljGM79hcycoXGlQt37KFlEgqcPtrWEyAkDTWmt2UKicjYyxLw2TQ3j9fMQpnyDVV0QdUgyUrenCHh_y2n5DULNYhxE0ttgb9G1KhNcRLqkX_soSVYGmDE-YXN6Sengk9EF8Tp2pN5ijR1KXDghHs1uCbgGApUlTQ041w8ixRWaCN2Uw/s16000/09.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Xszs9-4yS23pHJtuDfNceQ2VFflOGbX8EYCvQHBBBPciJHQaNYKi0MPnMUdfDGWjCOjw4VpkeVFMBxbSmKQUDMOls-cyx8mBUEdOgIP3rmKx7OVecFmwVtm9Of7WApn9j_1LKrTMbK0klDEKJk429-XVudRevex-SFtEf0qCzf7_KqyWnGc80BC-/s975/10.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="473" data-original-width="975" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6Xszs9-4yS23pHJtuDfNceQ2VFflOGbX8EYCvQHBBBPciJHQaNYKi0MPnMUdfDGWjCOjw4VpkeVFMBxbSmKQUDMOls-cyx8mBUEdOgIP3rmKx7OVecFmwVtm9Of7WApn9j_1LKrTMbK0klDEKJk429-XVudRevex-SFtEf0qCzf7_KqyWnGc80BC-/s16000/10.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這裡分析出來的資料未必要全部使用,主要是用來擷取一些做銷售頁分眾溝通或廣告用內容。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完成上述步驟後可完成圖</span><span lang="EN-US">11</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結果。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBZabyYu5v4IBiB-xvj-cVNctbT4dnojDHJIxlzcSm4LL2rnwy-0T05yblr1dQmPIzPK5QHmgzu8cqa2DXvSCPSJk69rczi4KiKm8_NSbUUGpFZUBmMehjlUnSFxlLQcVYTJzOxxKewnYS3pLdC6X5xU19QniVXlYvWs5FuDXJaIC8BLOPEtqvG7B8/s1201/11.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="730" data-original-width="1201" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBZabyYu5v4IBiB-xvj-cVNctbT4dnojDHJIxlzcSm4LL2rnwy-0T05yblr1dQmPIzPK5QHmgzu8cqa2DXvSCPSJk69rczi4KiKm8_NSbUUGpFZUBmMehjlUnSFxlLQcVYTJzOxxKewnYS3pLdC6X5xU19QniVXlYvWs5FuDXJaIC8BLOPEtqvG7B8/s16000/11.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">【尋找反派及顧客面臨問題】</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個階段就需要比較多行銷人員經驗跟工人智慧操作,首先針對主要受眾了解產品可以為他們解決哪些生活問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:主要受眾如果是(分析出主要受眾),他們主要希望透過這款(商品)解決什麼生活常見問題?</span></span></blockquote><span style="font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來需要去分析結果,自己判斷對應市場上有什麼樣的產品是反面,找出這個銷售腳本的反派,像我這邊就是針對市售含糖飲料跟手搖飲。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來則進一步詢問那麼這個反派又會對消費者帶來什麼問題,了解目標受眾主要面對的外顯問題。結果如圖</span><span lang="EN-US">12</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivTeTQy-b8HhYTR_RZW1ll89Nwj_EKBphuwTMNSRTD3myIq8R3JuRyeQCsDemxxe6_PHymXnsMjfg5TUpumIZzwBrBOQhmAtyAHCN6Mbb1QuU6yn_GB0t2A4Fd9uaqsiWvhcH_vsjGsk63LGVgT2ZKQVHRQNLZphx2BpFBF9rTQJkJRKGwDb4R4iii/s957/12.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="694" data-original-width="957" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivTeTQy-b8HhYTR_RZW1ll89Nwj_EKBphuwTMNSRTD3myIq8R3JuRyeQCsDemxxe6_PHymXnsMjfg5TUpumIZzwBrBOQhmAtyAHCN6Mbb1QuU6yn_GB0t2A4Fd9uaqsiWvhcH_vsjGsk63LGVgT2ZKQVHRQNLZphx2BpFBF9rTQJkJRKGwDb4R4iii/s16000/12.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:而(反派描述)可能會為他們帶來什麼問題?</span></span></blockquote><span style="font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">並且進一步詢問這些問題對目標受眾來說可能會帶來什麼內心焦慮?這部份結過見仁見智,畢竟</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">應該不太能理解恐懼跟焦慮是什麼,所以需要進一步自己去剖析受眾可能存在恐慌點。結果如圖</span><span lang="EN-US">13</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSxXiDEsKZIyWkFjjs6mBh_8N1m7dtT2KM6qvPRq1K0DbPnaSjM158Z8A6GzhrWfbhTrThzniIR_hvzkuKBjgKh1J3bqEgtHS3BkDCJ_XnfFVfRGkNDT5eBxMQkZ-qJ0w_FGd3mvYfjGE8lI_taFnsvYNGXN4uOO3UJIkur_Nuz6t4HB-IOtxhdXoE/s953/13.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="493" data-original-width="953" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSxXiDEsKZIyWkFjjs6mBh_8N1m7dtT2KM6qvPRq1K0DbPnaSjM158Z8A6GzhrWfbhTrThzniIR_hvzkuKBjgKh1J3bqEgtHS3BkDCJ_XnfFVfRGkNDT5eBxMQkZ-qJ0w_FGd3mvYfjGE8lI_taFnsvYNGXN4uOO3UJIkur_Nuz6t4HB-IOtxhdXoE/s16000/13.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">完成後就得出圖</span><span lang="EN-US">14</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成果,我這邊進一步把</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提供手搖飲跟飲料製造過程中產生廢棄物問題加入到價值觀問題中。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsdP81XotLcuzQg_PBSMRnyUcwKmJ-fCOpFeFtp1gANWgkeiOkVKh4v0zjyrEyyW9uzp7AP_94uMpTiWQYYe47Nk16MA_CsVp6mA8xD4z66VtJ-d1IfAkYTFUfkPZ-Kh_FcnGqk0gnWaSlOeaMW_DUfOJA7QcHemLVSbvQVW_wjNCcXq7Ayt6wbJ0I/s1020/14.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="1020" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsdP81XotLcuzQg_PBSMRnyUcwKmJ-fCOpFeFtp1gANWgkeiOkVKh4v0zjyrEyyW9uzp7AP_94uMpTiWQYYe47Nk16MA_CsVp6mA8xD4z66VtJ-d1IfAkYTFUfkPZ-Kh_FcnGqk0gnWaSlOeaMW_DUfOJA7QcHemLVSbvQVW_wjNCcXq7Ayt6wbJ0I/s16000/14.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">【尋找痛點、現況改變及美好情境】</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span></span></p><blockquote><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">輸入指令:(顧客可獲得利益)這個優勢可對應消費者什麼生活痛點,請用一句話說明。</span></span></blockquote><span style="font-size: large;"><span lang="EN-US"><o:p></o:p></span></span><p></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這裡一樣是把各個優勢分別詢問一遍,如圖</span><span lang="EN-US">15</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,不過因為我習慣用問句法表現痛點,所以有稍微改寫一下</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給出的答案。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgatu1gBQpMtW3-mxhDzbA57hEV9nU4CPNeMuUhlUwQv0PJ36qBC1sBKqbLRMcWkH0WI4vJDsc89AIMBmjSuQ0BRo-xRyQST7_KD3NUvw5wApVQSiow8UXK6Y0qIVnB9g-VO5kn8dAnCczTSpWbLRQMgRMc9MmnBJ9IbmbC972QvxkoQ9PyyqeNAw2e/s1002/15.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="643" data-original-width="1002" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgatu1gBQpMtW3-mxhDzbA57hEV9nU4CPNeMuUhlUwQv0PJ36qBC1sBKqbLRMcWkH0WI4vJDsc89AIMBmjSuQ0BRo-xRyQST7_KD3NUvw5wApVQSiow8UXK6Y0qIVnB9g-VO5kn8dAnCczTSpWbLRQMgRMc9MmnBJ9IbmbC972QvxkoQ9PyyqeNAw2e/s16000/15.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後就是分別請</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對上面所整理的產品賣點跟訴求、目標主要受眾跟消費者痛點,分別寫出「現況改變」「美好情境」跟「價值主張」三段文案。如圖</span><span lang="EN-US">16</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge-gyKEyENboKXaN8fG-RhJvzNEmogNz7jwhUW-XDT8HbtSMv0QQVyqUEMyX72f4I_tv1niVL0X-Daya2UXQrSO8BXeiKj4K-E-8ZuenUj5786ORCTBldEvxCXhFy4lCdbzxXjVuGP4iNqgCixLocaI3BgN4Uit4TglO3nQkOJa9c8emjDbw2eWgCK/s1017/16.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="659" data-original-width="1017" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge-gyKEyENboKXaN8fG-RhJvzNEmogNz7jwhUW-XDT8HbtSMv0QQVyqUEMyX72f4I_tv1niVL0X-Daya2UXQrSO8BXeiKj4K-E-8ZuenUj5786ORCTBldEvxCXhFy4lCdbzxXjVuGP4iNqgCixLocaI3BgN4Uit4TglO3nQkOJa9c8emjDbw2eWgCK/s16000/16.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後完成圖</span><span lang="EN-US">17</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">結果。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGHLxBCUsJrUP-z7LAZfx1wvAVF6eIKnUT6x8WPcdhpSHxc92RmURGxczUJcuiqjnQkbpCUqvYHfnEy7yfXl1qwhF4uTqOb4I4Bn4zHkJZoYXN9Xm-_xP_A9N4zQT5V1iNSQ2x2OjkEUAicI_A263qSKOlTe7SN31Dos40cyfeetilAT0UVv1j0eZk/s956/17.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="956" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGHLxBCUsJrUP-z7LAZfx1wvAVF6eIKnUT6x8WPcdhpSHxc92RmURGxczUJcuiqjnQkbpCUqvYHfnEy7yfXl1qwhF4uTqOb4I4Bn4zHkJZoYXN9Xm-_xP_A9N4zQT5V1iNSQ2x2OjkEUAicI_A263qSKOlTe7SN31Dos40cyfeetilAT0UVv1j0eZk/s16000/17.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">然後把前面那些東西整理一下就可以完成圖</span><span lang="EN-US">18</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的產品文案架構。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh763oimG4Kn5NoYXXUTekL1EazFmpDu--zfOU9CRqLn8wQvPQQwSn_sigmiA8uTpGOfmP8T2M5TarGVxL5Y06moxYzPX9xEyP1-hBAx8a3NwL4Xl0wP2NggLX4Tzmq7zSqAfIt5wJYdiGhtNFOEemsR5cvwJScNLXprx2tChbNCd9HAQZY2SoADtnV/s1074/18.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="800" data-original-width="1074" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh763oimG4Kn5NoYXXUTekL1EazFmpDu--zfOU9CRqLn8wQvPQQwSn_sigmiA8uTpGOfmP8T2M5TarGVxL5Y06moxYzPX9xEyP1-hBAx8a3NwL4Xl0wP2NggLX4Tzmq7zSqAfIt5wJYdiGhtNFOEemsR5cvwJScNLXprx2tChbNCd9HAQZY2SoADtnV/s16000/18.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">以上,打完收工。</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-32980590706547331972023-02-21T14:14:00.001+08:002023-02-21T14:14:31.434+08:00聽說行銷│ESG與中小企業無關?或許你們距離很近。<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjokUbpwBcEBYiaBS7OxHZeK5QLB-3dcinbzW8udr8dWn4a3Vk9jCYmYH7hWDvkdO2RxPumss1qdcHNpeOMTGzhv5bBPZJTB86Mv-T-ONaWHZF_EX6UCEZ1ju8aSf3CiA3pndJZEPuDGT965CdV44V2r90CiVsHhMXrFA_i3e_dtb7Ssp6017T7X1EO/s981/2023-02-20_15-55-05.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjokUbpwBcEBYiaBS7OxHZeK5QLB-3dcinbzW8udr8dWn4a3Vk9jCYmYH7hWDvkdO2RxPumss1qdcHNpeOMTGzhv5bBPZJTB86Mv-T-ONaWHZF_EX6UCEZ1ju8aSf3CiA3pndJZEPuDGT965CdV44V2r90CiVsHhMXrFA_i3e_dtb7Ssp6017T7X1EO/s16000/2023-02-20_15-55-05.jpg" /></span></a><span><span style="font-size: large;"><a name='more'></a></span></span></div><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><br /></span></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">算是近年來相當熱門媒體話題,但相當多中小企業應該對於</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也是霧裡看花。金管會規範,年實收資本額</span><span lang="EN-US">20</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">億以上的上市櫃公司必須提交永續報告書,這是否代表中小企業就不需要關注</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">?</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">各種規模和行業的中小型企業經營者和管理者都在尋求透過實踐企業社會責任能為品牌帶來競爭優勢,而</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是目前極為主流趨勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">什麼是</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">環境、社會和企業治理是指一套適用於各種形式和規模的企業的準則,主要是為了使企業管理目標與責任實踐有明確準則。</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">著重於公司如何確保道德行為、客戶滿意度、環境可持續性、適當的治理結構和員工福利。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">落實</span><span lang="EN-US">ESG </span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不僅對企業所在當地社區有益,還可以增強投資者對企業長期成功的信心。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如何幫助中小企業?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">落實</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可以幫助中小企業於全球市場獲得競爭優勢,也與目前全球頂級客戶期望保持一致。改善</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">績效可以提高中小企業的品牌價值,提升其聲譽並建立信任,進而帶來可持續的品牌價值提昇。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">此外,客戶更有可能選擇</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">績效確實且公開透明展示的企業產品或服務,從而提高客戶忠誠度。</span></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如何衡量和監測取得ESG成果的進展?</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為確保成功落實</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,必須通過跟踪能源消耗和排放、用水、廢物產生和管理以及員工滿意度等因素來監控績效。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">定期審查可幫助中小企業確定可用於提高流程效率的最佳實踐方法;定期跟踪還可以確保快速發現問題,使中小企業能夠糾正並做出改變,以實現預期的結果。</span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">衡量也應考慮中小企業營運所在地產業現況,尤其是監管單位方面,以便制定既能滿足預期又能保持競爭力的</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">戰略。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"><br /></span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或許當你本身是</span><span lang="EN-US">B2B</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業、有外銷或是跨境打算,甚至有長期與銀行合作,</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個議題跟你就息息相關。</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對中小企業而言有何重要性?本集討論重點如下:</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、簡談</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、為什麼我一開始對</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">很反感?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、哪些中小企業或許應該關注</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、中小企業面對</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">正確作法跟態度為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep69-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-esg%E8%88%87%E4%B8%AD%E5%B0%8F%E4%BC%81%E6%A5%AD%E7%84%A1%E9%97%9C-%E6%88%96%E8%A8%B1%E4%BD%A0%E5%80%91%E8%B7%9D%E9%9B%A2%E5%BE%88%E8%BF%91/id1602675749?i=1000600688802"></iframe><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-43551488947863213582023-02-16T06:33:00.000+08:002023-02-16T06:33:00.992+08:00聽說行銷│品牌定位大哉問:行銷跟公關如何建立品牌?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPVpBfHLf55UkgFUwgewF2QT30K3hb9dVRk0_UAfSDpHwKI7isQ5ZSYmduhkd7xF5fjXzMPsadPMtGBcBt9Os3oMdNihiSmOeCxYxsth89T6y2RQJoadzSGqv1xd4SMkFIPGX63C3WysA-hUls_l48OW2WEtZbR9gKNH56DPlQ5VAKIVky9s2HZgZK/s981/2023-01-30_00-49-17.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPVpBfHLf55UkgFUwgewF2QT30K3hb9dVRk0_UAfSDpHwKI7isQ5ZSYmduhkd7xF5fjXzMPsadPMtGBcBt9Os3oMdNihiSmOeCxYxsth89T6y2RQJoadzSGqv1xd4SMkFIPGX63C3WysA-hUls_l48OW2WEtZbR9gKNH56DPlQ5VAKIVky9s2HZgZK/s16000/2023-01-30_00-49-17.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep68-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E8%A1%8C%E9%8A%B7%E8%B7%9F%E5%85%AC%E9%97%9C%E5%A6%82%E4%BD%95%E5%BB%BA%E7%AB%8B%E5%93%81%E7%89%8C/id1602675749?i=1000599834088"></iframe><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">原先品牌定位大哉問這系列節目是打算要錄</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">集來個十全十美,但是後來發現到最後針對「廣告推廣」還有「品牌公關」這兩部分內容要單獨各錄一集會有點虛,所以乾脆就把它湊在一起講。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天這一集就是品牌定位大哉問系列節目的最後一集,之後我也會開始規劃找企業來訪談的對談節目,如果有興趣的品牌也歡迎私訊我,可以來聊一下看有沒有一起錄音的可能性。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集會比較偏向執行層面,因為行銷推廣跟公關都還是偏執行,只是還是會從如何執行可以建立品牌角度切入,我可能會希望能破除品牌行銷盲點就是:「企業是否只需要關注銷售,不需要去建立品牌?」這個我過去就很常提到,也是我很最常遇到的企業觀念。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">另一個則是「企業到底需不需要做公關,又該如何做公關?」包含公關到底對於品牌建立能夠帶來什麼幫助?這都是這一集會跟大家聊到的重點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廢話不多說,我們直接進入主題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先針對行銷及廣告推廣這個部分來做討論,這部分其實最主要關鍵還是在於稽核項目,我們會去審視一個品牌目前的營運情況,</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題中第</span><span lang="EN-US">41</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到第</span><span lang="EN-US">45</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題比較在於判斷企業過去在行銷推廣階段,有多少涉及品牌,又或者是對品牌成長有幫助的審視。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一開始一樣先來談談這部分的稽核項目有哪些。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">稽核項目方面分別是「品牌使用行銷工具」「品牌目前營收及利潤表現」「各廣告管道績效」「各通路銷售情況」及「新客成長率及舊客留存率分析」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有沒有覺得相當有意思,我這邊稽核項目都完全沒有提到任何關於品牌的東西,單純都在談企業目前營收甚至是利潤,還有各個廣告績效、通路的銷售情況,很單純的都聚焦在銷售情形。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相當多人可能都認為做品牌只能燒錢,沒有辦法為企業帶來實質利益,所以會告訴中小企業:你在還沒賺到錢之前,先不要想著要做品牌,先把錢賺進來再說。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上如果一直以來都有聽我節目關於品牌相關集數,特別是品牌大哉問都講第九集了,你們還覺得還沒有賺很多錢,又或者營收還沒達到幾億前先不要想著做品牌,那我也只能說每個人對於品牌的認知及觀念都不同,我沒有打算否定你。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我曾經在</span><span lang="EN-US">IG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上有分享過一張圖,是用組圖的方式呈現,有興趣的可以去滑一下,只是在蠻前面,要滑久一點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那張圖主要是在談一個企業在不同的階段,需要關注的品牌行銷重點是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這也是為什麼我們會去稽核一個品牌目前的營收以及利潤狀況,當你今天還處於脆弱期,可能營收以及利潤表現都還不是很好的時候,這個階段要思考的品牌行銷重心當然就在於要多增加用戶數量,而關鍵核心存量則是擺放在用戶數以及用戶口碑增加上。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而當你或許在營收以及利潤都可以維持在每年有穩定的年增成長,且至少</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年以上,這個時候就進入成長期,我們的品牌行銷重點就會放在品牌定位認知建立,而核心存量則是要去提高市場上對於品牌的指名率跟推薦率。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到最後當你已經進入成熟期時,才需要去想著怎麼有效的溝通品牌理念,並且提升品牌在市場上面的聲量,這部份就是要做些沒訂單的品牌行銷行為。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">很多的人都認為還沒有賺夠錢前不要想、不要做品牌,其實他們都是從我認知的成熟期角度下去思考品牌行銷,但為什麼我們會想了解一個品牌的利潤狀況跟營收?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當你還在脆弱期或成長期時,你當然是要先以獲得訂單為主,但是你獲得的訂單有沒有辦法留存下來?甚至於有沒有辦法透過用戶推薦為你帶來更多的訂單?這也是我們在稽核項目當中會去看新客成長以及舊客留存的主要原因。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">假設今天你的新客成長率非常驚人,而且我們透過各個廣告管道績效以及各個通路的銷售情況,都看出你們確實在廣告投放或者是通路經營上有自己的一套方法,因此你們有很成功的訂單成長量。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是舊客留存相當低,那麼即使每年的營收相當的驚人,利潤也還不算差,這種品牌經營情況才真的應該存疑。因為這類品牌可能連品牌定位大哉問第一集所談到的產品都根本沒有做好,造成顧客根本不會回購。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">去關注企業的營收特別是利潤,有個相當重要的思考重點就是即使你再有品牌的理念,但是如果你最終在實質經濟層面沒有辦法健康,那你這個品牌其實也很難有效的存活下來,即使輝煌最後也就是跟煙火一樣,噴一下就沒了,那其實是相當可惜的。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有好的理念更要嘗試思考怎麼樣透過商業模式或者是其他改進手段,盡可能騰出你所需要的利潤,這也是我們會去評估企業目前使用的行銷工具、廣告管道績效,還有通路的銷售情況最主要原因。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">了解行銷推廣對於品牌營運的重要性後,我們就接著來談第</span><span lang="EN-US">41</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到第</span><span lang="EN-US">45</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實這</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題相當簡單,我們要看的東西最主要是企業有沒有在行銷推廣的過程當中盡可能地加入一些品牌的要素。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">取得訂單使企業能夠存活以及營運下來很重要,但是你有沒有在每個觸及到品牌甚至是購買過你們產品的消費者心智當中,稍微留下一些他對於品牌的印象?這是有沒有辦法在銷售中同時建立品牌的核心關鍵。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我一直不認為品牌必須要等到你們活得很滋潤再來想該如何建立,而是你們應該要從取得第一張訂單開始思考怎麼讓增加的訂單都逐漸成為品牌的累積。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這聽起來很像是什麼理想雞湯幹話,但實際上如果你們去觀察一些真的很成功的品牌,又或者是顧客黏著度很高的品牌,你們就會知道他們並不是在賺到很多錢後才突然想到該建立品牌了。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著我們就來討論這五個問題,分別怎麼去解析?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">41</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「主要以什麼方式行銷產品及服務?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這題應該沒有什麼懸念主要就是看你們目前使用的管道有哪些?以及跟你們現在的品牌現況符不符合?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">假設你其實業績已經很好,但始終都只有透過</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告推廣,銷售則是以官網為主,最多是多經營個蝦皮,那可能你就需要多增加一些行銷的管道以及通路,因為你還有相當大品牌成長空間。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">42</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「品牌行銷最主要的目的為何?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">想做品牌行銷的目的有很多,有些可能是希望獲得更多訂單、有些可能是希望能夠傳播品牌理念,依據企業對品牌行銷主要目標不同,就如前面提到要去看目前處在什麼位置?來思考與想做的品牌行銷目標是否相符?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然我們也不會單純的只是想著如何幫企業獲得更多訂單,假設今天企業在產品製造上其實是很有想法跟理念,同時企業的營運狀況也沒有太差,有些基本的利潤,那麼可能也可以嘗試著加入一些可以提升品牌形象的行銷建議,或者是建議品牌可以騰出一些利潤來優化客戶服務、稍微寵粉一下,提升顧客留存率跟推薦率。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">43</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「針對市場競爭現況,提出過哪些差異化優勢?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如字面上所示,我們會從前面幾集有提到的品牌的一些競品分析跟顧客需求去審視企業過去在銷售產品,或者是關於品牌的溝通頁面中,到底有沒有提到能夠讓人了解品牌差異化的重點文字?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果沒有的話可能過去你們在廣告費花費方面,並沒有</span><span lang="EN-US">100%</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">將成長動能轉移到品牌上,這就需要修正。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">44</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「於行銷推廣面訴求過哪些品牌價值?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題其實也跟第</span><span lang="EN-US">43</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題相同概念,這邊就不多談了,其實如果這兩題都寫不出來的話,那問題會比較大一點,因為你對於自己的品牌有什麼價值可能都相當模糊。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">45</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「嘗試過哪些提高市佔率的行銷策略?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上述幾個問題,其實我們都會進一步的在品牌定位建議書當中透過一個品牌溝通市場策略進行統整,市場策略顧名思義當然就是以實際進入市場銷售為基礎。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們會去評估企業的行銷目的,是否有聚焦於品牌忠誠度的建立?有沒有表現出差異化以提高品牌知名度?成交過程當中有沒有有效的溝通價值,且是可以讓消費者願意付費的價值?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後在執行層面,不管你們是透過品牌故事、形象影片或各種社群行銷內容,有沒有辦法有效地整合品牌優勢並藉由執行提高市場佔有率,這也是為什麼在稽核當中會去看企業所使用的行銷管道跟工具的主要原因。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上述幾點其實就是針對行銷推廣的部分,我們可能都會去稽核以及思考的幾個問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著來聊一聊品牌公關的部分,其實品牌公關反而可能是很多有心想要建立品牌的人都會忽略的重點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Al Ries</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">後來又出版了一本書,台灣繁體版翻譯名稱為《啊哈!公關!》但是繁體版已經絕版很久,大家目前在網路上還可以找到簡體版書名叫做《廣告的沒落,公關的崛起》。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這本書《全球精英都在讀</span><span lang="EN-US">MBA</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">行銷經典》裡面也有介紹,就如同簡體版的書名所示,主要就是在談廣告已經沒有辦法為現今消費者帶來信任感,也沒有辦法協助企業建立品牌,當企業真的想要建立品牌時,就必須透過公關來進行。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對品牌公關這部分,我們的稽核項目主要是看企業過去有沒有發佈過品牌公關的新聞、企業有沒有針對利害關係人建立溝通資訊。最後一部分則是企業有沒有規劃危機處理應變手冊,或者是相關資料以因應社群時代隨時都會出現的品牌危機。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對這幾個稽核項目,其實對於一般中小企業來講品牌公關新聞這部分是大家可以嘗試去進行的公關重心,另一個關注重點當然就是危機處理這一塊的預先準備。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">稽核項目內容我們直接用品牌公關這部分</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題來做討論。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">46</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「利害關係人有哪些?重要排序為何?」以及第</span><span lang="EN-US">47</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「利害關係人聯繫管道?平時如何維持聯繫?固定接收哪些訊息?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對利害關係人,除非已經是上市公司或者是知名的大企業,否則多數品牌也不需要特別在官網去設計一些利害關係人相關資訊頁面。但是不用特別去規劃不代表你們沒有利害關係人,當你們今天開始進入市場做生意,就一定會存在利害關係人。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本來講公司的股東、員工、員工的家屬、供應商、通路商或經銷商,以及如果你們有工廠,工廠周邊的居民都是你們很直接的利害關係人,當然還包含政府、媒體這些都可能會對企業造成影響,也屬於利害關係人。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對企業來講,這些利害關係人的重要排序是什麼?這會決定我們</span><span lang="EN-US">EP64</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提到的指揮官命令,還有你們整體企業品牌營運該要如何進行?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">單就股東、消費者跟員工這三者,重要度排序不同當然就會影響營運方向,這部份建議大家,你們自己回答這個問題的時候,好好地誠實回答,要記得品牌經營的核心就是真誠。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當企業沒有特別的在網站當中去規劃利害關係人溝通訊息,也要針對不同的利害關係人分配員工來負責與他們維持聯繫,並且持續傳播公關訊息。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">像我先前有客戶是</span><span lang="EN-US">B2B</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">供應商,他們有很多的通路商或者是經銷商客戶,這些利害關係人聯繫窗口當然就是公司業務,當時我就會要他們家的行銷準備一些市場資訊,又或者是一些對於業務推廣產品有幫助的資料,固定讓這些業務提供給他們的客戶,這就是品牌對於這些利害關係人表現品牌價值的公關維繫手段。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著第</span><span lang="EN-US">48</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「公司曾經在什麼情況下發佈過媒體公關稿?」以及第</span><span lang="EN-US">49</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「公司曾經在什麼情況下舉辦過公關活動?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩個問題原則上是一樣的問題,就是想要了解公司過去在公關這部分的涉入度有多少?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這邊談些比較基本,就針對媒體公關新聞稿這部分來談,現在其實要發媒體公關已經不是多困難的事,特別是如果你們只是聚焦在數位公關新聞這一塊的話,我個人是建議多多益善,反正那個錢也沒有多少。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼究竟有哪些情境是企業可以嘗試發佈媒體公關稿?或許公關可以涉入層面比你們想像的還要廣,我這邊簡單提供我在課堂上有提過的幾個方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業可以運用公關的機會點有:新品牌建立時進行品牌曝光、新品上市、公司有重大的人事改變、有新知識或新技術要發表並教育市場、重大事件宣布、管理議題、危機處理。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">即使真的沒有什麼品牌事件發生,其實也可以定期進行品牌公關曝光,維持品牌在市場上的能見度。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天跟一般中小企業比較息息相關的應該就是新品上市,但實際上今天假設有出現一個重大的新聞事件,且這個事件跟你們的產品服務息息相關,你們也應該要透過公關來進行議題管理,表現出你們品牌的專業度。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">同樣要去蹭流量,與其你們自己在粉絲專頁上面發布一些貼文,未必會被多少人看到,倒不如透過公關讓媒體賦予你們在這個議題上面該有的專業信任狀。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">很多人可能會覺得現在哪還有人會相信媒體?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">事實上消費者並不是全部資訊接收度都相當高,我遇過很多的品牌當他們第一次嘗試進行媒體公關或購買電視新聞業配後,當新聞曝光的那一刻起,網站流量就開始蹭蹭蹭上去,甚至還能吸收到一些過去他們不管怎麼投廣告都沒有辦法吸收到的消費者。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而沒有什麼特別的議題,或者是新產品要上市也需要定期布局公關,有一個極為重要的目的就是</span><span lang="EN-US">SEO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當你今天是一個電商品牌,這點格外重要,因為當你們廣告投出去,消費者沒有聽過你們的品牌一定會去搜尋品牌名稱,想了解你們的評價。這個時候如果在搜尋你們的品牌時,有看到你們曾經在某個媒體上面曝光,或者是針對某個議題有發表過意見,多數消費者都會覺得:有媒體採訪過的品牌應該是值得信任。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">媒體能夠被稱為是第四權不是沒有原因,如果你還懷疑一般民眾對於媒體的信任,我只能建議你們自己嘗試進行一下媒體公關,當然如何設計公關議題也很重要,不是瞎花錢就好。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後一個問題,第</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「公司是否規劃危機處理應變小組人員?架構為何?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於危機處理這件事情,當你們還沒有遇到前都覺得不是這麼重要,但老實說在社群行銷時代,我覺得這是一件大家都必須要去注意的事情。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當今天有品牌發生品牌危機時,你們除了看熱鬧也應該要去思考如果同樣的問題發生在自己身上,你有沒有辦法在</span><span lang="EN-US">24</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小時內,甚至是</span><span lang="EN-US">12</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小時內搞定這個品牌危機?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要做到這一點,你們一定會需要一個危機處理應變小組,對沒有規劃公關部的企業,我個人建議這個危機處理應變小組中應該要有的人除了創辦人外,還需要有行銷團隊全部的人,當然還有更重要的客服人員,如果公司有產品開發人員,也一定要有產品開發人員在團隊當中。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">即使企業有公關部,危機處理這件事情也不能全部都丟給公關部的人來進行,因為問題本身可能牽涉到行銷、產品開發以及客服。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相當多企業,公關其實平時也未必會去觸及到這些第一線工作,所以今天真的發生品牌危機了,要公關部人員臨危受命去處理,他們可能也不知道整體問題的癥結點到底在哪裡?最後都是去當砲灰。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是針對品牌公關部分稽核項目以及</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題的討論。公關這一塊應該是多數企業在品牌行銷過程中相當容易忽略,但其實相當重要。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我蠻建議大家可以好好的去理解公關,並懂得善用公關去為你們的品牌加分。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是我們針對品牌行銷以及品牌公關想跟大家探討的內容,如果你是從這一集才開始收聽這個</span><span lang="EN-US">podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">節目,蠻建議你們可以回頭去把品牌定位大哉問其他的集數都聽完。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我算是將我個人對於品牌定位以及品牌行銷一些基礎觀念通通都在這九集節目中闡述完畢,也可以提供給企業在經營品牌方面一些想法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然品牌定位大哉問這</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題的問題解析已經結束,但未來還是會有一些關於品牌的討論,所以如果大家針對品牌行銷、品牌定位又或者是各種品牌案例想了解,希望我可以深入來談一談,歡迎私訊給我。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一樣針對今天這一集所提到的內容,如果有不了解或者是想要在深入跟我討論,歡迎私訊給我。如果是</span><span lang="EN-US">Apple Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的聽眾也請給我們一個五星好評,並留下一些你對這個節目的看法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">感謝大家的收聽,</span><span lang="EN-US">Bye</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-389337430785070342023-02-13T06:19:00.001+08:002023-02-13T06:19:46.521+08:00聽說行銷│品牌定位大哉問:定位為何需要研究競品?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyMrqjXYyIF8Uhxdl_42vX67DKaTh3Bd4qvryx1W_2cdp-MK68cZ5IRSLod23L0fd8bS4C81Lj05X5-28rTIIKQcyu_TsiD3ns2ezflchxPewsgfA_uxId-MYWVZxu5KAbmH2hsK2TOJYsoSXh2tZbzWtTB6VE35UkwElqXDDcPPkboMD_5CyK14ns/s981/2023-01-25_16-15-23.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyMrqjXYyIF8Uhxdl_42vX67DKaTh3Bd4qvryx1W_2cdp-MK68cZ5IRSLod23L0fd8bS4C81Lj05X5-28rTIIKQcyu_TsiD3ns2ezflchxPewsgfA_uxId-MYWVZxu5KAbmH2hsK2TOJYsoSXh2tZbzWtTB6VE35UkwElqXDDcPPkboMD_5CyK14ns/s16000/2023-01-25_16-15-23.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep67-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E5%AE%9A%E4%BD%8D%E7%82%BA%E4%BD%95%E9%9C%80%E8%A6%81%E7%A0%94%E7%A9%B6%E7%AB%B6%E5%93%81/id1602675749?i=1000599243588"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天這一集品牌定位大哉問探討的主題是競品分析,企業進行品牌行銷很難不去關注競品,我在</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">裡有提到過幾次上海華與華諮商顧問公司的華與華方法,當中其實華杉對於關注競品這件事情很不以為然。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他認為做行銷就像是追女孩子,你不應該不斷地想著有多少其他情敵在追這個女生,這些情敵條件又如何?而是要好好思考你想追的這個女孩子,她到底在想些什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這種思考方式他當然沒有錯,但是當我們今天進入市場,你不去關注競品就很容易去忽略貨架競爭可能會存在的問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果先前就有一直在聽我的</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">節目應該就發現我還蠻常提到貨架競爭,你今天如果把產品放到全聯、家樂福又或者是蝦皮、</span><span lang="EN-US">MOMO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這類線上或線下通路,你本身就存在於貨架競爭中。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是即使你沒有真的把商品擺到一個實際或者是很鮮明的貨架上,你進行數位行銷本身也是落在貨架競爭的框架當中。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我在不久前聊</span><span lang="EN-US">Facebook</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告時,才跟大家提到目前的</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告同類競品同時出現在消費者面前的機率相當高,這是一個貨架;而當你今天如果投放的是關鍵字廣告更不用講,當消費者搜尋一個關鍵字,同時會出現好幾個品牌的廣告,這又是一個相當直接的貨架競爭情況。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼企業一定要去關注競品到底都在做什麼?我舉個例子喔,先前曾經有客戶的關鍵字廣告成效不如預期,我們就直接搜尋他們投放的那些關鍵字。當時除了他們家的廣告之外,還有出現另外兩個競品的廣告,兩個競品廣告都打上了活動折扣跟限時優惠,只有我們這個客戶的廣告是中規中矩介紹他們的品牌跟產品,大家可以從一個消費者的角度摸著良心來看這個案例,覺得誰的廣告會被點擊的機率比較高?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然也不是說你要去關注競品就是只是單純地去關注價格,想著如何去跟所有的競品比拼價格,這反而是我們在進行競品分析還有競品貨架競爭思考時,最不應該要聚焦的方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼究竟在進行競品分析的時候,我們要關注哪些事情,以及要抱持著什麼思維?這就是我們今天這一集想跟大家聊的重點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">競品分析之所以重要,最主要原因是因為從工業時代到數位科技時代,其實現在整體市場上面已經鮮少有品牌真的可以掌握一個獨特的產品或服務優勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你說蘋果創造了智慧型手機這個品類,特斯拉創造了電動車這個嶄新的產品,但是他們都沒有需要關注的競品嗎?即使是全世界第一台汽車,他們在廣告文案上都還是打著「不用馬拉的馬車」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以今天當你販售智慧型手機的時候,你需不需要去關注按鍵型手機的競品;你要賣電動車的時候,需不需要去關注其他的燃油汽車的品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關注競品究竟應該關注什麼?這一集主要就要來跟大家聊一聊進行競品分析,究竟要收集哪些資料,又要如何去應用這一些資料?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題品牌定位問題「競爭品牌」部分的問題解析,主要跟大家討論的是第</span><span lang="EN-US">34</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到的</span><span lang="EN-US">40</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這</span><span lang="EN-US">7</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題。首先就是第</span><span lang="EN-US">34</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「競爭對手品牌有哪些?盡可能列出,也能以主要通路競品為主。」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">什麼叫做主要通路競品,相當多電商品牌可能都會針對垂直市場切入,例如家居用品有人可能專賣大型家具、有人賣小型家具、有人專門做寢具、有人只賣床具,但是像</span><span lang="EN-US">IKEA</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還有宜得利這些通路就是什麼都賣,所以不管你是針對哪個垂直市場切入都必須要將這些通路考量進去。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而針對這些競爭品牌到底要收集哪一些資訊,就是在這一部分當中所列出來那些稽核項目。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先就是競品目標受眾分析,你必須去瞭解競品主要都是鎖定哪一些受眾來做為行銷重點,當然今天這些東西我們做為一個局外人很有可能沒有辦法相當完整的剖析,但實際上透過他們一些品牌行銷方式以及廣告文案切入方式,包含了社群經營模式,多多少少都可以判讀出來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這當中也包含後面陸續要去蒐集,其他競品品牌相關資訊,包含品牌識別資訊、品牌定位資訊、關鍵行銷資訊、銷售品類分析以及競品所布局的通路資訊。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">收集這些資料我們可以如何去應用?基本上競品分析在我們的品牌定位建議書當中,大多都是聚焦在定位圖的部分。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有在研究品牌行銷的人應該都熟悉定位圖,而我們在使用定位圖時一樣是會透過兩個分析特性架構出四個象限,這兩個分析特性也許可能是價格高或低,也有可能是產品數量多或少,如果你有布局線下門市的話,你的門市的數量跟密度所構成的服務便利性,也能決定競爭優劣勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在繪製定位圖進分析時,也未必只能比較兩種特點,也許你跟你的競品之間可以相比的有三項、四項、甚至五項都有可能,所以我們會畫好幾張定位圖進行競品分析。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們曾經遇過這樣的一個狀況,當我們單純去比較產品數量及產品價格時,可能必須要面對相當多的直接競品,但是因為我們這個客戶他在通路佈局上比起一般的電商品牌還要來的具備優勢,所以當我們將其中一個特性更改為服務方便性之後,原先在他們附近的那些直接競品通通都被甩掉。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對通路進行分析,他們需要面對的直接競品可能就只剩下一些在線下通路佈局比較廣泛的傳統品牌,做為電商品牌在面對傳統品牌可能存在的彈性跟優勢就能夠體現出來,而他們面對其他電商品牌也可以聚焦在服務優勢這一點去提升自身競爭力。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而值得一提的是我們在定位圖應用上,會在定位圖的後面再疊加上</span><span lang="EN-US">BCG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">矩陣,定位圖本身就是由兩個相對劣勢跟兩個相對優勢所組成四象限圖,因此相當適合結合</span><span lang="EN-US">BCG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">矩陣來做分析。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然從品牌定位角度思考,並非是傳統</span><span lang="EN-US">BCG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">矩陣顯示出是落水狗就必須淘汰的這種形式,當你今天處於兩個特性都相對劣勢的情況,也未必代表著你這個品牌的切入形式就並不適合進行。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對我來說定位並不是一種形容詞,這個好像在先前的品牌相關的討論當中就有提到,相當多的人可能都會用形容詞方式思考品牌定位,也就是以「我是一個什麼樣的品牌」來對自己進行定位描述;但實際上對我來說,品牌定位應該是動詞,是一種我們目前位於哪個位置,又應該往哪個位置移動的行動思考,這是我應用定位圖的方式。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">假設我們今天是從產品價格跟產品數量這兩個特性來進行定位圖分析,有個品牌即使是從產品價格低、產品數量又少的形式進入市場,在定位圖的是落在瘦狗的象限當中,但是當他嘗試著去鎖定某一個特性作為後續品牌優化的方向,也有可能從落水狗轉移到金牛的象限。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當我們今天把所有的競品資料都收集出來之後,將自己以及競品都放入定位圖當中,你們跟競品的所在位置就會相當清楚,跟你們位在同一象限的就是你們在當下的主要競品,而處於鄰近象限的就會是你們的次要競品。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對主要競品,因為你們位在同一個象限所以你們在特性優劣勢基本上是相同,這個時候我們就要去進一步分析他們的品牌定位資訊、品牌識別資訊、目標受眾這些稽核項目,找到差異化定位切入點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而針對次要競品,有可能是他們在某個特性上比你們還具備優勢,也有可能是某個特性上跟你們相比是有劣勢,所以這個時候你們能如何面對這些競品,針對他們的消費者要訴求什麼?其實也相當清楚。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其中也包含一個現象,假設你們是一個新創品牌一開始可能是落在問題象限或者是落水狗象限,當你們準備要往明星象限和金牛象限移動,未來你們一定會去碰上在那個象限當中的品牌,他們會成為你們未來的主要競品。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">先了解這一點,當你們在品牌提升時就可以慢慢先針對未來碰上他們的時候,你們該如何更有優勢的面對這些競品去進行過程中的品牌優化。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是我們去針對競品做資料搜集時,一些稽核項目還有收集完這些資料之後應用定位圖所使用的方式,提供給大家參考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">40</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題原則上也是跟第</span><span lang="EN-US">34</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題相同的應用情境:「以整體市場來說各品牌主要建立競爭優勢方向為何?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一方面也是要你們去收集各個品牌是怎麼定位自己、怎麼跟消費者溝通他們是一個什麼樣的品牌、有什麼值得購買的理由?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在品牌定位時,除了定位圖我們也會做競品的定位溝通形式分析,將各個競爭品牌定位溝通語言及形式都整理出來,結合上面定位圖所彙整出來的主要競品跟次要競品,就會很清楚知道什麼形式的定位語言是會比較適合你們使用。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">做完前面的這些分析之後,其實你們跟競品之間的優劣勢、該如何去因應市場競爭就有一些基本的理解,但是我們反而會去關注比較強勢的幾個品牌,像是龍頭品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著</span><span lang="EN-US">4</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題算是一整個系列的,我就一起講。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先是第</span><span lang="EN-US">35</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「你的品類市場龍頭品牌是誰?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">36</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「龍頭品牌的優勢及強項?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">37</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「龍頭品牌的劣勢及缺點?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">38</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「龍頭品牌主要服務哪些受眾、聚焦哪個市場?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">探討這些問題究竟在品牌定位上可以帶來什麼幫助前,我們先來回答一個問題:究竟什麼叫龍頭品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相當多品牌都很喜歡在品牌定位的時候稱自己是第一品牌,我也曾經在搜尋滴雞精的時候看到某個我聽也沒聽過,在高雄有實體店的在地品牌,稱自己叫做滴雞精第一品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">原則上今天有個品牌可以被稱為龍頭,就可以算是這個品類市場當中的第一品牌,那麼第一品牌他應該會是一個多數的人都沒有聽過的品牌嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當你今天準備要為自己進行品牌定位,你覺得可能稱自己叫做第一品牌可以對陌生消費者帶來一些影響的時候,我個人是勸你三思,因為這種自嗨的行為只是會讓別人覺得你這個品牌很嘴而已。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">究竟什麼樣的品牌才有資格叫做龍頭品牌?要嘛市占率就是全台最高,要嘛它的通路數量就是全台灣最多。</span><span lang="EN-US">7-11</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">算是超商的龍頭品牌,全聯是超市的龍頭品牌,相信不管你喜不喜歡這兩個品牌,他們稱為龍頭都無庸置疑。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩項指標是比較基本,而且最不容易出問題。其他從數位行銷或電商的角度,我們還可以看這個品牌的網路聲量,又或者是這個品牌在特定垂直市場或者是特定受眾的心智中偏好度,又或者是他們的受眾佔有率。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然後面這一些資訊,我們要蒐集又或者要提出一個明確的指標相對困難很多,這也是為什麼一堆品牌都會稱自己叫做第一品牌的主要原因,反正就是先說先贏,結果一搜尋大家都第一品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上掌握一個大原則,不管是龍頭品牌還是第一品牌,這些東西都必須要別人說了才算,所以儘量不要在品牌定位又或者是廣告稱自己叫做第一品牌或龍頭品牌,有點瞎。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對龍頭品牌這</span><span lang="EN-US">4</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題,其實思考重點相當簡單,首先就是為什麼我們要去關注龍頭品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從掠奪行銷的角度來做思考,如果我們要從</span><span lang="EN-US">BCG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">矩陣去思考行銷策略,假設我們就是從問題象限出發,我們進入了一個有成長前景的市場,但是目前最主要的問題就是市佔率不夠高,那麼我們應該如何提高我們的市佔率?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然就是從明星象限的那些品牌去掠奪他們的顧客,所以鎖定龍頭品牌,第一是他們有龐大的客戶群,其次是學會避開龍頭品牌可能會帶給你的衝擊跟威脅,能夠讓你可以更有成長的可能性。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析龍頭品牌的優勢及強項,最主要的目的就是不要去跟他們提一樣的東西,當兩個品牌的品牌訴求都相同,消費者會自己認定比較知名的那個品牌一定比較優秀,這個時候相對劣勢的你們就沒有辦法形成競爭優勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼為什麼我們又要去分析龍頭品牌的劣勢及缺點?這是定位理論的提出者</span><span lang="EN-US">Al Ries</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">Jack Trout</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他們在定位理論當中極為強調重點:去攻擊龍頭品牌強勢當中的劣勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">沒有任何一個品牌能夠做到面面俱到,所以當龍頭品牌存在某些優勢的時候,一定也會有一些地方是他們沒有辦法去覆蓋的。這個時候如果他們沒有辦法做到的這些面向,同時是也有一群消費者需要,就是一個後進者以及中小企業品牌切入的機會點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最知名的經典案例就是租車服務這個市場中,面對龍頭品牌赫茲租車,艾維士租車切入的定位就是他們就是第二名,身為一個第二名可以提供龍頭品牌沒有辦法提供的極致服務,讓顧客可以享受到更完美的體驗。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上這就是一個赫茲即便真的發現到被鑽空位了,他們也很難去因應的一個劣勢,因為他們生意做太大了一定沒有辦法做到滿足顧客全部的需求。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以我們在探查龍頭品牌的優勢及強項、劣勢跟缺點這兩個相對要素時,要去思考的是有沒有什麼龍頭他們所存在的劣勢,是他們目前的規模已經想回頭做也沒有辦法做,或者是他們根本覺得沒有必要做?這就會是一個小企業切入的機會點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後當然就是龍頭品牌服務什麼樣的受眾、聚焦哪個市場?盡量要去嘗試著避開又或者去做出相對應的品牌定位策略。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Al Ries</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">後來出版的《</span><span lang="EN-US">21</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">世紀的定位》其中有個章節在講「品牌的二元性」,所謂二元性指的就是「大跟小」「多跟少」「貴跟便宜」「快跟慢」,當龍頭品牌聚焦的都是高價市場的消費者,那我們可以去聚焦相對於追求平價的消費者,當龍頭品牌都推出小包裝時,我們就推出大包裝。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">比較知名的案例就是速食業的龍頭麥當勞,當麥當勞主打高效率、快速出餐這個優勢,所以他們的餐點就因此出現肉比較乾癟這個劣勢,而漢堡王就鎖定麥當勞因為必須要更有效率地出餐造成商品比較沒那麼</span><span lang="EN-US">juicy</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,主打出餐比較慢但是相對鮮嫩多汁的火烤漢堡肉,用多汁主攻乾癟,也直擊麥當勞優勢中的劣勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">掌握這些特點,企業就可以找到一個自己相對容易進入,而且對於龍頭品牌的顧客可以起到一些掠奪效果的定位形式。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然這也會跟我們上一集談「消費者分析」時,探討</span><span lang="EN-US">STP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析的時候要關注的一些要點相關。龍頭品牌都會是知名品牌,因此如果有一群消費者他對於品牌知名度就是會相當在意,那麼即使我們可以找到這些龍頭品牌的劣勢切入點,我們也無法去獲得這些對品牌知名度就是特別在意的消費者,這是需要進一步理解的問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部分最後一題還沒討論到的問題,第</span><span lang="EN-US">39</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「你最欣賞哪一個競品,為什麼?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題其實相對單純也沒有什麼好特別討論的,我們最主要就是想要了解我們所面對的這個行銷人員又或者是創業者,針對他所觀察到的整體競品市場,哪一個品牌是他格外欣賞?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就是字面上的意思,甚至於我們也不一定只能針對同品類的競品,可以從整體的市場下去做討論,看有哪個品牌是他格外欣賞?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你之所以會欣賞這個品牌有可能是因為它的行銷方式,也有可能是因為他跟消費者之間的互動,當你欣賞這個品牌也意味著你想要成為跟他們一樣的品牌,這個時候我們就要去分析就目前品牌的行銷現況跟產品組成來講,有沒有辦法做到,又或者適不適合這麼做?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">找到一個你們自己欣賞的競品是一個很重要的事情,因為也意味著他們可能存在一些你們尚未存在的優勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">就像我們先前也有跟大家提到,對傳統床墊市場形成相當大競爭威脅的眠豆腐,相當多老字號的床墊品牌對眠豆腐其實都是不以為然,覺得他們就是譁眾取寵啊、只懂得行銷包裝,我也有遇過有知名的床墊品牌直接抄襲眠豆腐的銷售頁風格,然後文案極盡嘲諷,說自己不是文青只懂得如何好好做床。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實這種面對競品的方式很沒必要,當你今天發現到這個默默無名的小品牌突然對自己產生很大的威脅,你們反而應該要去思考為什麼他可以做到?他做到了哪些你們自己目前沒有做到的事情?學會去欣賞他們,你們才能夠補足自己的劣勢跟缺點,形成更大的品牌行銷動能。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然說做行銷關注消費者是一件很重要的事情,但是企業也不能完全不去考量競品目前到底在做什麼?包括消費者的心智當中是怎麼去看待競品?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我在</span><span lang="EN-US">EP 32</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">標題所寫「行銷不識貨架,前路寸步難行」整個市場基本上就完全是處於在一個貨架當中,特別是如果你做的是電商,消費者容易比價跟比較就是一個你們必須去面對的事實。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相信大家都不希望落入競價的窘境當中,因此好好的去分析競品在產品服務上面的優勢跟劣勢,以及我們跟競品之間的競爭情況,你們才可以找到比較適當的品牌定位及行銷的切入方向,避開只能競價這個不健康局面。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是這一集關於競爭品牌的幾個問題解析,一樣有任何問題或想進一步討論的話都歡迎私訊給我,如果你本身是</span><span lang="EN-US">Apple Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的聽眾覺得這一集有幫助到你歡迎給個五星好評,並留下你個人的看法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">感謝大家的收聽,</span><span lang="EN-US">Bye</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-84384163441049522023-02-08T12:03:00.001+08:002023-02-08T12:03:43.216+08:00聽說行銷│品牌大哉問:你足夠理解消費者嗎?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKfjOaU2VZpWAlHwHuI-53CidTVbylxUMnzFtA9Rmyq_P5zqXNy2MK4YmRVHYIArXxDWkwieYY-7JuSnSsPOImfk91bivac2fosvuZS-RUMzYytuxi6kwe2GMGaARGQHdklh9Q3o3VquZvjQB6EtWVN0YYGkNhSJXGSgPTIpeTSBbM0TzY_HnVKCQ2/s981/2023-01-23_16-03-24.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUhlVCE1MwPvNZDLEt_cKPF4xIr8iuF7xJqyjecJ6Gni0MXRsdiCFCB59kyeUTTAtQjunEv_Qi547K9Z3zMSgDI0MIuf1BVpw7kgO6qXP8Xs2p3cRlmnkb6_eQigOFSAPYOXK_5GOt3Okc776Ws2TYGRInoqTeQJx7j-SBeUiseBiBYZnamsNVH6Rs/s981/2023-01-24_05-06-54.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUhlVCE1MwPvNZDLEt_cKPF4xIr8iuF7xJqyjecJ6Gni0MXRsdiCFCB59kyeUTTAtQjunEv_Qi547K9Z3zMSgDI0MIuf1BVpw7kgO6qXP8Xs2p3cRlmnkb6_eQigOFSAPYOXK_5GOt3Okc776Ws2TYGRInoqTeQJx7j-SBeUiseBiBYZnamsNVH6Rs/s16000/2023-01-24_05-06-54.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep66-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E4%BD%A0%E8%B6%B3%E5%A4%A0%E7%90%86%E8%A7%A3%E6%B6%88%E8%B2%BB%E8%80%85%E5%97%8E/id1602675749?i=1000598551931"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前面</span><span lang="EN-US">6</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">集品牌定位大哉問的內容都偏向企業內部審視品牌定位方面探討,接下來品牌定位相關討論會進入到另一個階段,開始討論消費者及競品,還有企業所使用各種行銷公關工具等外部資訊。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今天這一集要跟大家談的就是整體市場及消費者當中第</span><span lang="EN-US">28</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到第</span><span lang="EN-US">33</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這</span><span lang="EN-US">6</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題,這些問題對企業來講不單單只是品牌行銷相關的問題,更是你們在進行產品銷售時相當重要核心因素。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">理解消費者為什麼這麼重要?最主要便是因為當我們如果只是聚焦在品牌定位方面時,很容易會落入一種情況就是為了找出差異化定位,最後反而很有可能會讓我們的產品服務,甚至是整個品牌訴求都離消費者太遙遠。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還有另外一個很常見的現象就是品牌走得太快,你們去追求一個相當新穎的品牌概念,進而推出一些產品,但是這個概念與目前既有的市場,特別是對高比例的大眾來說,他們可能是無法接受你們所提出的概念及相對應產品服務。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集所提到的內容,在我們為企業進行的品牌定位服務當中,資訊應用分散在各個環節中,可能是</span><span lang="EN-US">STP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析,也有可能是受眾心理地圖分析,其中也包含後續我們進行品牌戰略規劃時,都會去參考這一集所收集到資訊及線索。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們先來看一下在品牌定位</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題當中,針對整體市場及消費者這個部分稽核的項目有哪些?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部分稽核的項目分別是:「目前品牌顧客分布資料」「各通路顧客分析資料」「品牌網路口碑分析」以及「品類消費者意見分析」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些稽核項目,前面三項都是在瞭解品牌既有的消費者是什麼樣子?藉由這些線索可以去理解對品牌來講最佳受眾是哪一些,透過分析你們既有的受眾跟企業所進行的品牌行銷規劃,可以進一步審視究竟行銷策略跟結果是否一致?又或者其實整體的行銷方向其實是偏離的?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有個很鮮明的例子喔,有些品牌可能會找年輕人喜歡的偶像來進行代言,接著大量投放廣告增加品牌的知名度;但最後卻發現真正購買產品的消費者卻可能跟他們品牌行銷所希望觸及受眾不一致。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然透過行銷還是獲得不錯的銷售成績,但品牌行銷策略跟結果的偏差性也是相當值得企業重新思考,或許調整一下代言人策略、品牌推廣策略更有可能能夠為企業帶來更大的成長動能。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而除了審視品牌的網路口碑外,也要進一步針對企業所銷售的品類去蒐集整個市場的消費者意見。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">透過這些資料無論你是一個已經進入市場一段時間的品牌,還是你們正準備進入市場,都可以對消費者有更清楚理解,進一步去修正你們的產品開發策略以及品牌溝通策略。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對品牌定位</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題中「市場及消費者」這部分最主要就是在探討我們如何透過理解消費者以及市場整體趨勢,找到一個適合品牌切入,甚至是以小博大的行銷方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先我們先來討論這一部分的前</span><span lang="EN-US">2</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題,也就是第</span><span lang="EN-US">28</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「你的產業目前主要潮流為何?又有什麼明顯改變?」以及第</span><span lang="EN-US">29</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「市場各項趨勢及資訊影響消費者最大為何?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">了解市場及消費者趨勢,對於企業在進行品牌行銷甚至是進行電商銷售都相當重要。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我先前就有跟做寢具的業者聊過這件事情,他們提到傳統在賣床墊這類產品時,通常一定要準備相當多的品項來提供消費者選擇,一種軟硬度就要有各種不同的表布、內部材質規劃有辦法提高銷售率。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是在眠豆腐這類品牌出現後,即便只有一張床墊或少數產品,透過網路行銷聚焦正確受眾做溝通,都會對傳統寢具業者造成極大的掠奪破壞。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相同問題也存在於我們在各個產業顧問服務中有發現到的幾個趨勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">像是房地產市場越來越</span><span lang="EN-US">M</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">型化發展,不像過去可能三房兩廳這種規格是主流,隨著房屋單價越來越高,現在要不是那一種動輒一百多坪甚至兩、三百坪的豪宅,不然就是兩房一廳甚至是</span><span lang="EN-US">1+1</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">房這種小宅,中間規格三房兩廳房型反而顯得相當尷尬。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在消費者購屋負擔越來越重,可能付完頭期款後就沒剩多少存款,小空間也逐漸成為主流這個市場現況,對裝修業者以及家具業者來講都是一個值得關注的趨勢。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">理解消費者目前在意什麼,以及整體市場的趨勢,對於我們能不能開發出正確的產品極為重要。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有個相當鮮明的例子就是內衣市場,在舒適穿著逐漸成為主流趨勢後,內衣市場也從如何做到無鋼圈也能讓女性穿出良好身段並維持身形,到後來運動內衣逐漸成為一種主流,但是運動內衣終究跟一般的內衣還是有些區隔,所以目前</span><span lang="EN-US">Bra Top</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這類產品就成為一種新興而且極具代表性的趨勢型產品,且橫跨服飾跟內衣產業,讓服飾業者也能掠奪內衣市場。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果不了解消費者目前受到哪些資訊影響、不了解整個市場的主流潮流及趨勢,可能會形成什麼樣的問題?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有個案例我不知道有沒有在</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">聊過,這個關於健康餐的案例就相當適合來解釋市場趨勢對於品牌行銷的重要性。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我有一次在外面聽到旁人在聊天,內容大概就是有個人的朋友想要開便當店於是來找他投資,他當時就提到要他投資當然沒有問題,但是他給朋友提出要求就是千萬不能做健康餐,因為他覺得健康餐通常都很難吃,做便當就是要做正宗排骨這類的便當店,大家都覺得好吃,生意才會好。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他這個觀念本身就跟市場趨勢存在一些落差,首先就是在吃的這個方面,現代的人越來越重視低鹽、低油,包含健身族群也越來越多,所以在重視體態情況下,健康餐從六、七年前就已經開始慢慢在萌芽,而這幾年算是大勢時間點,連日本都有燒烤店要思考如何切入健身族市場。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">健康餐是否不是一個創業好選擇?我們不妨可以從幾個角度來做思考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當你們今天觀察到一些市場趨勢時,我們可以透過以下步驟來思考品牌到底要從什麼角度去切入規劃產品及服務,又或者該不該切入?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先消費者越來越重視吃的健康,這當然是一個趨勢,但是在這個趨勢下有沒有什麼阻礙?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那位準備投資便當店的大哥所提到的健康餐並不美味,這個可能多數民眾普遍認知就會是一個可能會存在的市場阻礙。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然今天這位大哥他會認為健康餐難吃,很有可能是因為他吃過的健康餐或許也並不多,因為我個人還蠻常點我家附近的健康餐盒,我就覺得相當的美味,當然我也是吃過難吃到不行甚至是很油的假健康餐,所以有些健康餐盒真的很難吃就會是一個機會。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後我們就可以來思考:當我們覺得這件事情可行,因為市場上既有競爭者或許都沒有這麼好,以及整體的市場趨勢、民眾消費意願有逐漸成長的跡象,從</span><span lang="EN-US">BCG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">矩陣的角度來看,有很大的機會從問題象限走向明星象限。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼我們最後又應該審視什麼?就是帶健康餐會不會比賣一般便當還更有利益?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從那位大哥談話內容中,我也發現他們想要做的是現在很流行的雲端廚房,那既然你要做雲端廚房,其實外送平台上有些消費者對於價格的敏感度是比較低的,當我們今天在點外送的時候可能動輒都要兩、三百塊錢,這個環境其實更適合健康餐這種單價本來就比坊間便當店還要來得高上</span><span lang="EN-US">2</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">倍的產品存活。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然健康餐是否為創業的好選擇?還會牽涉到相當多的因素,例如你的原料來源、便當做的到底好不好吃、行銷到底有沒有到位、所在地民眾消費能力等因素,但整體上來講我們從趨勢的角度來看,它並不是一個不適合切入的品牌經營方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">反倒是當你今天真的想要去做與正宗排骨這些龍頭品牌相同的產品時,更要去想當已經有正忠排骨了,消費者為什麼還要點你的便當?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部分會牽扯到所謂的市場競爭問題,我們下一集品牌大哉問再來跟大家比較詳盡一點探討。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有些趨勢其實是相當顯而易見,例如我們之後會跟大家聊到的</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個議題,他就有個極為值得關注的市場趨勢就是</span><span lang="EN-US">Z</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">世代這些消費者,包含了在疫情期間進入職場或者是讀大學,這些被稱為</span><span lang="EN-US">C</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">世代的消費者,他們對於環境保護、保健意識更加強烈。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當我們注意到這些消費趨勢的時候,也要進一步去分析它究竟是大眾、小眾還是只是一個垂直分眾市場,而這個市場的量體大不大?關注這個趨勢以及理念的消費者,他們的消費能力又是如何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些都是決定你的品牌能不能夠好好的活下來,極為重要的幾個關鍵思考點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">了解市場趨勢對於消費者的影響後,我們接著就可以來進入下一個問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">30</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你所提供產品服務,目前顧客存在什麼購買或使用痛點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">痛點是貫穿整體銷售相當核心的要素,不管是做銷售頁還是產品開發都擺脫不了痛點。思考這個問題,我們又可以從你究竟是已經有明確的產品服務,還是你正準備開發產品兩個角度切入。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你已經有很明確的產品服務,其實你的痛點也已經相當限縮,要去思考以你的產品所提供功能及成份來講,能夠為消費者解決哪些痛點?而這個痛點又跟目前的市場趨勢相不相符?又或者他本身是否為一個事實?這部分我在先前聊銷售頁內容的集數中就有提過。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而如果你是正準備開發產品,好好去了解消費者存在哪些購買或者是使用產品時的不便、需要被解決的問題就相當重要。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對這些問題,多數品牌行銷人員最大的問題應該是:我們究竟要如何去收集這些消費者痛點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">坊間比較主流的做法無非就是問卷調查又或者是找一群人來進行焦點訪談,但其實這類的方法,首先可能需要投入相當龐大的預算,再來你們所獲得的資料也未必真的能用。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">常見的問卷調查以及焦點訪談可能存在問題就是消費者也不是真的這麼了解自己想要什麼產品,或者是存在什麼痛點,所以他們在回答問卷或訪談問題時,普遍給的答案也都未必會有參考性。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個時候我們又應該如何去了解消費者存在哪些痛點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於行銷預算不多的品牌,我建議你們直接上論壇去爬文,輸入你們的產品關鍵字,甚至是直接針對你們競品產品的使用者評價,去看看網路上大家都提到這些產品存在什麼問題,又或者他們在購買或使用的時候有什麼不便之處?這些就是相當直接,而且可以拿來做參考的使用者痛點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">收集完這些資料之後,我們就會利用受眾心理地圖這個工具來做整理,如果不知道這個工具的人可以去</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一下受眾心理地圖,有相當多的資料參考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">用戶心理地圖主要是彙整用戶在使用產品或者是購買產品的時候,他們聽到什麼又或者看到了什麼,以及他們可能存在什麼想法及感受,還有他們又提出了什麼樣的意見?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">好好的整理這</span><span lang="EN-US">4</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個方向的內容,你們就會對消費者使用產品的意見有大概的理解。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但關鍵我們是要透過上面所整理的這些資料,去找出用戶他們目前存在的痛苦,而這些用戶的痛苦又可以進一步延伸出他們透過購買產品希望能夠獲得什麼樣的收穫?這些收穫就是品牌以及產品服務切入的機會點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">整理到這裡,其實企業對於目標受眾可能存在哪些問題,又或者是哪些人也都有一些基本的理解,接著我們就可以來進入第</span><span lang="EN-US">31</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:目標主要受眾是那群人、次要受眾又是那群人?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">怎麼去找出你們的主要受眾跟次要受眾,以及為什麼要區分兩種受眾?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">彙整出前面那些資料後,我們主要會在品牌定位當中利用「</span><span lang="EN-US">STP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析」來做進一步彙整及研究。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">STP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個字母分別是</span><span lang="EN-US">segmentation</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">市場細分、</span><span lang="EN-US">Targeting</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">市場區隔以及</span><span lang="EN-US">Positioning</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">市場定位。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我個人在使用</span><span lang="EN-US">STP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分析可能跟一般坊間用法不太一樣,首先我細分市場方式是利用</span><span lang="EN-US">2</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個受眾特性,去區隔出</span><span lang="EN-US">4</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個消費者象限。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所謂的受眾特性可能是「有無品牌忠誠度」「對產品的理解度高或低」「是否知道如何購買」以及「金錢掌控度是高或低」透過這</span><span lang="EN-US">2</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個用戶特性,我們就可以交叉比對出四種不同的受眾樣貌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對市場區隔,我們就會針對品牌產品服務比較急迫解決的某個受眾特性去區隔出</span><span lang="EN-US">2</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個我們比較適合切入的受眾。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你就是一個默默無名的新創品牌,我們當然就是要在「有無品牌忠誠度又或者對於品牌知名度是否在意」這個特性中選擇那一群不在乎品牌知名度以及沒有品牌忠誠度的消費者,而不是一直想著要去跟那些只買知名品牌產品的消費者推廣,希望他們來試試你的產品,這是相當不明智。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後就是市場定位,就是從區隔出那兩群消費者中,去找到「品牌最佳化受眾」及「市場最佳化受眾」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所謂品牌最佳受眾,就是攀比另外一個或兩個受眾特性,哪個對我們的產品服務特別有利,因此我們可以花更少的溝通成本將產品銷售給他們,可以花更少的成本就取得這些消費者這個就叫做品牌最佳受眾。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而另外一個市場更佳受眾指的就是這群消費者整體量體最大,但是我們可能需要花更多溝通成本,甚至是行銷成本才有辦法在這群消費者當中獲得訂單,但是因為他們的受眾量體夠大所以值得我們去嘗試。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼品牌最佳受眾跟市場最佳受眾哪個會是我們的主要目標受眾?我個人建議是以市場最佳受眾為主,因為需要花更多的行銷預算在這群人身上,視為主要受眾編列更多行銷預算,創造更大機會;而品牌最佳受眾則是次要受眾,當廣告打到一定量,通常這些消費者也會自己出現。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你要反過來思考也不是不行,只是可能在口碑行銷以及市場品牌聲量傳播這部分,要花更多的心血去投入。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">受眾分析這部分還要進一步納入競品分析一起做思考,這部分我們就在下一次談市場競爭者這一塊再來補充說明。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後兩個問題,分別是第</span><span lang="EN-US">32</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「消費者為什麼需要你的品牌?」以及第</span><span lang="EN-US">33</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:「消費者在什麼時候會需要購買你的產品?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩個問題聽起來很簡單,但實際上卻有很多的企業可能在前面的資料收集不夠完全,又或者太過於陷入自身品牌優勢情況下想偏。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因為各個品牌的狀況可能都不太一樣,所以沒有深入分析前我也沒有辦法做一個定論或給出一個很明確的答案,但是這邊可以提供一個案例來幫助大家做思考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我之前曾經接觸過一個販售兒童用品的品牌,而這個品牌它最大的特點就在於他們的產品都是聘請設計師來進行設計,而不像坊間競品可能都是找海綿寶寶、佩佩豬這類知名</span><span lang="EN-US">IP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行聯名。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以他們的創辦人,針對消費者為什麼會需要它的品牌?回覆是:當你不想要讓小孩用那些大家都在穿的聯名</span><span lang="EN-US">IP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">商品時,設計師的設計產品就是你最好的選擇。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而針對消費者在什麼時候會需要購買他的產品?他的回答則是:當消費者第一次成為爸爸媽媽的時候,他們不知道該去哪裡購買產品就會需要他們。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對這兩個問題,他認知的答案是事實嗎?又或者他真正有解決消費者迫切的問題嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">答案其實都是否定,首先對於爸爸媽媽來講,可能你們會覺得讓小孩去穿哪些海綿寶寶又或者是汪汪隊的聯名服飾、聯名鞋子、聯名各種產品是一件很俗的事情。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是我們要理解一件事情哦,我們成年人需要談資,小朋友其實也需要談資,當他們今天沒有使用這些知名卡通</span><span lang="EN-US">IP</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">產品,他沒有辦法融入他的社交圈。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">再來就是在資訊這麼發達的情況下,其實成為新手爸媽之後即便真的不知道該購買產品,也有很多朋友會很熱心地去購買各種產品送給小孩,否則還有各種的媽媽社團可以幫助消費者解決這些問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以最終在這兩個需求問題思考偏差,都成為那個品牌在營運方面相當大的問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以這兩個看似簡單的問題,其實蠻值得企業好好去做思考,特別是當你們剛進入市場的時候,想清楚這兩個問題可以避免走很多的冤枉路,甚至是將行銷預算通通像丟入水中一樣,噗通一聲就沒了。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">原則上如果針對前面幾個問題都有好好地去做資料搜集,並且做分析思考的話,你們要去回答最後這兩個問題也會相對地聚焦、明確許多。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因為這一集的內容,可以補充的案例跟方向還蠻多,所以錄音時間有比較久一點,感謝各位收聽到最後。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果覺得今天這一集有任何的問題,又或者有想要更深入討論都歡迎私訊給我,如果是</span><span lang="EN-US">Apple Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的聽眾,覺得今天這一集對你們有幫助,也歡迎給個五星好評,並且留下一些你們的看法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集就聊到這裡,</span><span lang="EN-US">Bye</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-32927463394247370252023-02-04T16:08:00.002+08:002023-02-04T16:08:43.786+08:00聽說行銷│當品牌「被犯錯」,該如何進行危機處理?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqHC-tNRDGgwf-sInz6jeNAzMTlVXp868ewH1IIkdMU-SRXSuhsy6ac8DbBVEyqKQ6LI8ZPrkemrt8P4ozGL9D8Gt1yotzWM2WW0r2t-IAF63KmgLhevTDnF0e0m63f8cAG3qnz3MFDNx2mnq7xuoPfaRBJMM_cI4oCtS01ZAirzz7KbAgUnCM365h/s981/2023-02-04_15-46-56.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqHC-tNRDGgwf-sInz6jeNAzMTlVXp868ewH1IIkdMU-SRXSuhsy6ac8DbBVEyqKQ6LI8ZPrkemrt8P4ozGL9D8Gt1yotzWM2WW0r2t-IAF63KmgLhevTDnF0e0m63f8cAG3qnz3MFDNx2mnq7xuoPfaRBJMM_cI4oCtS01ZAirzz7KbAgUnCM365h/s16000/2023-02-04_15-46-56.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">日本壽司郎因為被白目高中生突擊,因此陷入品牌危機股價蒸發</span><span lang="EN-US">160</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">億日圓,整體事件日本壽司郎完全就是很衰小的「被犯錯」,當企業遇到類似事件又該如何處理?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一旦發生品牌危機,企業可能會感到焦慮和混亂,但是如果適當採取行動,就可以有效地克服任何威脅。了解如何在危機中保持冷靜並保持生產力的重要性,以便在緊急情況下正確作出回應。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">理智思考:不要做出反射性行動。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於應對品牌危機,最重要是保持理智思考。你可能會想立即行動地來解決問題,但是不要作出考慮不周的反射性行動。雖然時間壓力很大,但是一定要緩和自己的精神壓力,然後仔細客觀地思考所需的步驟。甚至思考,公關是否會是最佳決策,還是應該勇於承認錯誤?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">找出最佳解決方案。</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在面對品牌危機時,應該先確定可能的解決方案,並列出優先級考量因素。在評估可行性時請注意比較風險和益處,以便找出最佳選項。在制定應對規則與步驟後,產生各種方案縮短危機影響和結束它,品牌危機發生並無法獲得效益最大化,但可以思考如何讓影響最小化。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">調整預期:針對可能發生的最壞情況</span></span></h1>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">由於危機可能引起嚴重損害,例如日本壽司郎股價就因此蒸發。對預期結果要保持實際思考,及時做出不同的預期,這將幫助你找到有用的緩衝區。當現實情況下降的時候,也可以快速調整與客觀思考情況。針對可能發生的最壞狀況,大膽嘗試新想法來減少危機可能帶來實際影響。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p><p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"><br /></span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而針對日本壽司郎無妄之災事件,又可延伸哪些公關探討?本集討論品牌危機處理跟公關相關議題,主要討論重點如下:</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、日本壽司郎事件為何、他們又是如何處理?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、面對品牌危機,公關是否真萬能?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、當企業真有錯誤,處理方式應該為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、釘釘線上學堂跟桂冠如何面對無妄之災?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">五、企業面對公關及品牌危機該有態度。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep65-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E7%95%B6%E5%93%81%E7%89%8C-%E8%A2%AB%E7%8A%AF%E9%8C%AF-%E8%A9%B2%E5%A6%82%E4%BD%95%E9%80%B2%E8%A1%8C%E5%8D%B1%E6%A9%9F%E8%99%95%E7%90%86/id1602675749?i=1000597969445" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>>
<a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-77334969264767216482023-01-30T06:42:00.001+08:002023-02-15T21:43:52.375+08:00聽說行銷│品牌定位大哉問:如何建立強大品牌文化?<div class="separator" style="clear: both; text-align: center;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiXQN0CUh_6ulSMM6G91Z7G4pC5NUOVGTdymK4dHrgtRQ5Yhg4hU4_YDPfs_Bmk4dqw2eqLKYdvirSD8cIAspQ2p4POKylQ086EteZ7xdveqGRtZvWYZYR9eEoF_aynr_dKjIou995IvnPypUbZy8KgTMf-uPioh3RFfD5uQfgG_E5SH6lw2NYH7X4/s981/2023-01-22_17-47-32.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjiXQN0CUh_6ulSMM6G91Z7G4pC5NUOVGTdymK4dHrgtRQ5Yhg4hU4_YDPfs_Bmk4dqw2eqLKYdvirSD8cIAspQ2p4POKylQ086EteZ7xdveqGRtZvWYZYR9eEoF_aynr_dKjIou995IvnPypUbZy8KgTMf-uPioh3RFfD5uQfgG_E5SH6lw2NYH7X4/s16000/2023-01-22_17-47-32.jpg" /></a><span><a name='more'></a></span></div></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep64-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E5%A6%82%E4%BD%95%E5%BB%BA%E7%AB%8B%E5%BC%B7%E5%A4%A7%E5%93%81%E7%89%8C%E6%96%87%E5%8C%96/id1602675749?i=1000597148825"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">間隔了很多集又要繼續來聊品牌定位,這一集的進度要推進到內部人員部分</span><span lang="EN-US">7</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題,也就是第</span><span lang="EN-US">21</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到第</span><span lang="EN-US">27</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題。今天這一集想跟大家聊的重點是什麼?最主要便是企業創辦人有沒有辦法透過自身的理念跟實踐,讓更多人來理解你所創辦的是一個什麼樣的品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我個人對於品牌溝通的觀念其實都是由內向外,我在品牌課程當中通常都會隨機挑幾個學員問他們知不知道公司的品牌理念是什麼?大多數時候其實回答的出來的人並不多,當然一部分也是因為多數學員上課時可能都比較害羞一點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼員工理解公司的品牌理念這件事情相當重要?因為品牌溝通的底層就是內部溝通,如果一家企業內部員工都無法理解自己在什麼樣的品牌工作,自然也沒有辦法將品牌理念傳播給外部的消費者。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而由內向外最關鍵的執行方式,就是創辦人本身必須將品牌理念建立於自己的心智中,而不單單只是用一些表面包裝灌輸給員工,如此才能將這個品牌理念徹底地在公司內部建立起來,並有效的跟外部不管是供應商、通路商或者是終端的消費者進行溝通。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部分稽核項目主要是一些品牌宣傳內容、溝通系統甚至是員工用品、制服還有對外的提案簡報形象,這些東西相信對於品牌有些許理解,又或者你們公司其實相當重視品牌的人,應該都知道就是我們在談品牌設計時都會談的</span><span lang="EN-US">VI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">視覺識別系統。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌</span><span lang="EN-US">CIS</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可以分成</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個部份,分別是</span><span lang="EN-US">MI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">理念識別系統、</span><span lang="EN-US">BI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">行為識別系統、跟</span><span lang="EN-US">VI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">視覺識別系統。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這三個項目其實就是一個相當典型由內向外的呈現,企業必須要有一個核心品牌理念,才能夠由此而來規劃各種對內規範,又或者是各種行銷活動、溝通文宣等行為,而更直接的呈現當然就是這部分稽核項目當中所提到的各種員工用品制服以及簡報提案簡報形象。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相信許多人可能會去質疑規劃這種有品牌形象的信封、信紙、原子筆、文件夾到底有沒有任何意義?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我先前曾經看過有有人在網路上提到他就算離開原來的公司,都還是會用先前公司所設計的原子筆或便條紙,並不是因為這些東西真有多好用,通常這些辦公室用品多半都是找那種</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">塊錢就能買到的原子筆來做,品質也就是那樣。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有些人是因為他覺得曾經待過這家公司是一件值得驕傲的事情,這也意味著其實這些離職員工他已經認同這一家企業的品牌理念。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">員工離職的原因有很多,未必一定都是因為對公司不滿,透過這種方式,企業創辦人其實就可以知道到底你希望建立的品牌形象有沒有成功灌輸到員工心智中,讓他們認同。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從表面一點的角度來看,當一家企業有相當完善的識別系統,也意味著他對外能夠表現出自己是非常有制度的品牌,對於品牌形象是重視的,也能夠傳遞給合作廠商又或者是消費者更高的信任感。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌溝通是多層的由內向外,必須先由企業創辦人內部思維對外引導到員工的心智中接著才對企業外進行傳播,因此這部分</span><span lang="EN-US">7</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題,我們也是先從創辦人的角度先做探討。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">「內部人員」這部份的問題我就不照著順序來講,也不會每個問題都像先前一樣這麼詳盡說明。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先來談談一個比較整合型的問題,第</span><span lang="EN-US">22</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你認為對老闆及員工來說,如何才能實現成功?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於這個問題有個相當重要的觀念大家可以先理解,也就是針對老闆及員工雙方面的成功來講,盡量要從老闆的成功是從化學性、情感面的角度切入,而員工的成功必須從物理性、物質面角度來做思考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼要這樣想喔?我先前在品牌定位相關的集數中其實也有提到:一個老闆如果他創業是為了賺錢過更好的生活、買更好的車行不行?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然可以,但是如果一個企業的創辦人沒有任何關於情感面、化學性的創業理念,這也意味著他其實也沒有辦法灌輸任何的理念給他的員工,最多只能去做到像以前早期我還在讀小學時,可能有些學校都會在牆壁上啊、各個地方放置很多標語,透過這樣的方式去對員工洗腦。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相信當過員工的人應該都很清楚,這其實是沒有什麼效果,因為老闆自己本身都沒有辦法將</span><span lang="EN-US">MI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">轉換成</span><span lang="EN-US">BI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而如果從員工的角度來談,當我們問這些問題時,面對的通常都會是企業創辦人,所以如果從創辦人的角度,你們要去思考對員工來說如何才能算成功?最簡單的方式就是要去思考這份工作可以為他們帶來什麼物質面的提升?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">例如生活可以過得更好,獲得更多工作技能提升自己的職場競爭力,這其實也是去思考你應該如何經營這家公司,才有辦法帶給員工實質的利益?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">透過工作獲得成就感、實現自我,這種東西如果是由員工自己來講還沒有什麼毛病,但是如果是企業創辦人認為對一個員工來說成功就是能夠在工作當中獲得成就感,其實還蠻幹話。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我覺得品牌其實就像個人,有句話說得很好:相由心生。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我遇過很多企業的創辦人,其實在討論到這個問題時,他們第一個想到的就是讓員工可以有更高的薪水、過更好的生活,這聽起來太過於現實,很不品牌沒錯。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但多半通常會以這麼現實的方式下去思考員工的成功,多半在內心當中才是有正確的品牌理念並會實踐,反而很多創辦人,如果連私底下對談都只會講出讓員工獲得工作成就感,代表著其實他對於品牌的思維也有可能是包裝出來,而沒有真正的去落實在他的創業當中。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">由此可知要談品牌的理念到底有沒有建立完善,我們就要先從創辦人來做討論,所以接著我們要來聊第</span><span lang="EN-US">21</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:身為創辦人對自己</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後、</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後及</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後的目標設定,以及第</span><span lang="EN-US">24</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">集:作為一個創業者,你覺得自己工作的動力為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對工作動力這部分呢,它其實沒有正確答案,就像我在第</span><span lang="EN-US">59</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">集有聊到我的髮型設計師,他之所以要離開原來的店跟另外一位設計師創立現在的沙龍品牌,因為他們想要更自由來實現自己對於髮型設計師這個工作的想像,而不受限於公司,這就是一種動力。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你想要透過創業讓自己的生活變得更好,也是一種動力。當然今天有些企業是希望透過創業來解決某些社會上的問題、幫助某些族群,這也是一種創業支撐自己繼續下去的動力。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以我才說這議題並沒有所謂的正確答案,也沒有任何的對錯,但是我會建議大家在思考這問題的時候,好好地面對自己真正的想法,而不要想著去包裝,刻意包裝出來理念通常都不會真的建立出品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而創辦人對自己</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年、</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年、</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後的目標設定,這其實跟前面有聊到的企業未來</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年、</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年、</span><span lang="EN-US">10</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年目標是雷同的。既然創辦人本身就是品牌的核心,你希望將品牌帶到什麼位置,也代表著你自己應該要處於什麼樣的位置。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這可以讓企業創辦人好好的思考自己的目標跟目前正在做的事情,到底有沒有在同一個軌道上。相當多品牌創辦人很容易落入的一個問題就是:自己可能初期都是執行者,所以會陷在當中沒有辦法脫身,這個問題在新創品牌特別容易見到。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">假設你給企業設定的目標是能夠在</span><span lang="EN-US">3</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後、</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後達到什麼樣的成長,那麼你們就很清楚靠自己一個人有沒有辦法做到,當需要團隊、需要系統時,你自己又應該位於什麼位置上、做什麼事情?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">創辦人本身應該是一個品牌的形象以及傳播者,而不完全是執行者,當你對於品牌有相當鮮明的目標時,身為創辦人的你也應該要將自己的目標與品牌的目標一致並且於行為上進行實踐來影響他人。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一題主要要讓創辦人自己去思考在品牌經營方面有沒有需要修正的地方。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來三題就是針對員工的部份,分別是第</span><span lang="EN-US">23</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你希望為員工建立什麼價值觀及信念?第</span><span lang="EN-US">25</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你做過哪些事驅動員工達成績效?以及第</span><span lang="EN-US">26</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你做過哪些事讓員工認同品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於驅動員工達成績效,最近因為客戶有這方面的需求,所以我也思考了一下這件事情。從中我也發現到很多企業,對於如何為行銷人員設定績效目標及審核獎勵機制覺得相當困難,特別是針對純品牌行銷或公關人員可能又會更加難以去思考這些事情。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然說目前相當多的工作都可以透過數據化來審視成果,電商銷售當然最主要就是網站及各個網路通路的銷售量,即便是品牌行銷我們也可以去觀測品牌在市場上面的聲量跟輿論情況。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">通常會特別對於行銷人員難以審視績效,應該都是一些</span><span lang="EN-US">B2B</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業或者是公司內部除了行銷團隊外還有業務銷售團隊的企業,因為通常這些訂單都是透過銷售人員簽下來,所以行銷團隊的歸因價值就很難辨識。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不過這個問題也不是我們今天這一集想要討論的重點,如果你們公司本身真的有這類問題,歡迎留言或私訊給我,我們之後有機會看能不能再來跟大家討論,只是這類問題有時會牽涉公司營運層面,從大方向討論也未必適合。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果從品牌面來討論該做哪些事情驅動員工達成績效,獎金當然是一種方式,但換個角度來想:也可以從行為獎勵角度來審視行銷人員是否值得被獎勵?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">無論是讓銷售量提升,還是讓品牌傳播得更廣、形象更好,背後一定都有某一些行為,正確的行為就能夠引導到好的結果,所以企業不妨可以去思考當員工做了哪些事情後,我們應該給予哪些獎勵來驅動他們更樂於往正確的方向作思考,去做更多對品牌成長有利的事情。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然說我個人的觀念還是公司有賺錢再來談分紅獎勵比較實際,觀念比較慣老闆一點,但如果今天真的要驅動員工好好去做一些對品牌有利的事情,行為獎勵機制是個還蠻適合考慮的方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第</span><span lang="EN-US">23</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題「為員工建立什麼價值觀及信念?」基本上就是我們前面幾集多多少少都會有提到,甚至於也是今天這一集前面提創辦人部分一直都在談的重點,但關鍵的還是第</span><span lang="EN-US">26</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題「企業創辦人到底做了哪些事情讓員工來認同這個品牌?」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如同前面有提到「理念識別系統」是內化思考,當企業創辦人本身都存在著這些價值觀跟理念,你必須要透過行動來讓員工接收到,他們才能夠去認同並且在他們的心智當中建立價值觀跟信念。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我聽過這麼一種說法,有些創辦人可能都會真像我前面提到的那些小學牆壁標語,會在公司的很多地方透過割字貼或是直接張貼海報方式來傳播品牌理念,也有些創辦人可能都會在會議一開始讓全體員工一起朗讀公司的願景理念這類資訊,這麼做是有效的嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們不妨可以去思考喔,不管是實際上看得到的標語,還是要求員工都將這些東西背下來在開會的時候朗讀出來,這些其實都可以把它視為是視覺識別,但是</span><span lang="EN-US">MI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">BI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">VI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實是有一個順序,有了理念之後必須要有行為,接著才是透過視覺來讓認知更加鮮明。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果一家企業他只重視不斷讓員工看到、聽到這一家企業的理念跟價值觀,但是創辦人並沒有在公司營運上、對待員工的態度方面落實品牌理念所傳遞的價值,那當然就沒有辦法讓你的員工認同品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我個人非常敬佩的一位企業創辦人,就是</span><span lang="EN-US">8more</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的共同創辦人林益慶大哥,先前我在</span><span lang="EN-US">Clubhouse</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有找他對談過品牌相關的議題,可惜那時</span><span lang="EN-US">Clubhouse</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還沒有辦法錄音所以沒有存檔,未來我開始錄製品牌對談的時候,應該也會去找他對談,大家可以期待一下。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">8more</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有設計一本百目人手冊,裡面主要就是這個品牌的價值觀跟理念,還有希望員工能夠理解的一些關於品牌方面的資訊,林大哥他也會要求員工在開會的時候要唸百目人手冊裡面的內容,但是因為這個品牌的兩位創辦人本身自己不單單只是想出了這些東西,甚至於他們會去實踐這些東西,所以能夠完整的將理念、行為跟視覺連結起來,讓員工真正都去認同手冊當中的這些內容。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">能夠做到這一點,你們去對員工做哪些行為要求才有意義。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對很多企業創辦人來講,可能也不知道平常該以什麼樣的方式來表現這些行為,又或者因為天性會讓你們會覺得這太刻意。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就可以延伸到我們今天這一集要談的最後一個問題:「請提出一個當狀況陷入兩難時,員工一定要做到的指揮官命令。」</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於指揮官命令,如果想要更詳細的理解可以去</span><span lang="EN-US">YouTube</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">搜尋「邏輯思維第</span><span lang="EN-US">180</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">集」,這集是黃執中代班,主題是「你如何聽懂我說的話?」裡面就有相當大的篇幅在談指揮官命令。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果簡單談指揮官命令,你可以把它視為就像我們今天這個題目當中提到:假設今天狀況陷入兩難了,那個要讓員工知道當什麼都做不好,也應該做好的那件事就叫指揮官命令。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">舉個簡單的例子,當發現今天公司的產品存在瑕疵,而且經過風險計算後發現將產品全部召回維修或換新,必須投入的金額比今天消費者真正因為產品瑕疵而受傷或者是造成損失時再來賠償還要高上許多,這個時候企業會如何去做思考?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就是一種兩難的局面,你們究竟是要下達只要產品有問題通通都立即收回避免消費者發生意外,還是選擇以利益做為最終導向?當今天這兩件事情沒有辦法兩全其美時,讓員工知道他們必須先選擇哪一項就是所謂的指揮官命令。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上面提到了這個產品出現瑕疵以及要不要召回的問題,其實是真正發生過的案例喔,假設今天一家企業他對外都講得非常好聽「我們要提供給消費者最大的安全性」「我們要提供最好的產品、最好的服務」但是真正遇到這類問題時,卻是選擇以最大化利益為導向,那麼你們就會因為沒有實踐指揮官命令,造成外部的消費者無法信任你們的品牌,甚至於內部的員工都會發現企業創辦人一直都在談的理念跟灌輸價值觀都是假的。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以指揮官命令這個問題,其實是我們今天這一集相當核心且審視自我的一個關鍵問題,可以清楚的知道一家企業究竟有沒有將他們的理念真正落實於行為當中,而他們的行為又是否跟對外這些視覺形象一致?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">指揮官命令原則上是一種對內的溝通語言,很多的人可能都會跟品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、品牌標語混淆在一起,這部分我好像前面談品牌定位某一集有聊到過,如果沒提過但大家想深入理解的話,我會找時間再來錄一集,因為這個問題其實還蠻值得談的。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是我們今天這一集想跟大家談的內容,基本上來說就是一些內部溝通如何執行,以及審視的幾個項目,可以讓企業創辦人更清楚的知道自己究竟有沒有建立出一個表裡如一的品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">又或者應該怎麼避免自己可能在創業的過程中,偏離應該要走的方向或者根本沒有真正的去建立出一個可以有效地影響員工,進而影響消費者的品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對今天這一集一樣如果有想要討論的地方都歡迎私訊給我,如果是</span><span lang="EN-US">Apple Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的用戶,覺得這一集對你有幫助的話,也歡迎給我們五星好評並且留言提出你們的看法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集就跟大家聊到這裡,感謝大家的收聽,</span><span lang="EN-US">Bye</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">!</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-28066176497177429692023-01-20T20:50:00.001+08:002023-01-20T20:50:43.329+08:00聽說行銷│AI搜尋行銷、FB廣告內卷,數位行銷觀念該換血?<p style="text-align: left;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8-nu6xqzh-1EDOe4oCL_5J1mJleKN5QQHS-lt4E1jjc58rUD73lf5v4gqsCECXih0bCou9Arb4Mp9AS0f5zZ8xXXlNWCVgl3nWIsGuYobPzOFY8B7vvoWu7XbHNQimfhS6nPg8_TeMswNd26G3HPxfetIQUefqc1Nm_oi-P5YKsPZBIgopY-T0iFe/s981/2023-01-20_20-47-30.jpg" style="clear: left; float: left; font-size: x-large; margin-bottom: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8-nu6xqzh-1EDOe4oCL_5J1mJleKN5QQHS-lt4E1jjc58rUD73lf5v4gqsCECXih0bCou9Arb4Mp9AS0f5zZ8xXXlNWCVgl3nWIsGuYobPzOFY8B7vvoWu7XbHNQimfhS6nPg8_TeMswNd26G3HPxfetIQUefqc1Nm_oi-P5YKsPZBIgopY-T0iFe/s16000/2023-01-20_20-47-30.jpg" /></a><span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">數位行銷行之多年,也經過相當多次迭代,除了</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告等基礎工具已經相當成熟,還有相當多如</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">人工智能等突破技術出現。面對越來越多變的數位行銷環境,過去許多賴以為常方法可能已經不適用,企業又該如何重新轉換數位行銷思考方式?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span lang="EN-US">Bing</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">導入</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對搜尋行銷會帶來什麼轉變?</span></span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Bing</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">利用</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行搜尋行銷服務有幾個優勢需要注意,其中包括增加潛在客戶、提高客戶參與度、加快用戶獲得所需答案速度,以及在搜尋相關結果時減少人力及時間成本。此外,</span><span lang="EN-US">Bing</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也將透過</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來提高回應準確性,這有助於最大限度地提高用戶於搜尋引擎方面應用效率。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於目前有高比例數位行銷重心都放在搜尋行銷,特別是</span><span lang="EN-US">SEO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的企業來說,了解</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">工具可能對搜尋行銷服務帶來影響就極為重要。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span lang="EN-US">Facebook</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">競爭內卷化,企業投放應該注意哪些問題?</span></span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告一直都是企業極為重要導流及取得訂單手段,然而在</span><span lang="EN-US">Facebook</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告擁擠水域中航行可能讓許多品牌行銷成本越來越高。尤其是在第三方數據取得受阻,單純靠第一方數據推動,更讓同品類商品之競爭白熱化。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對同質競爭越來越激烈的</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告環境,想要脫穎而出除了要有明確定位讓廣告得以脫穎而出,帶來真正的結果,更關鍵是改變原先投放思維。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p><p class="MsoNormal"><span lang="EN-US"><o:p><span></span></o:p></span></p><!--more--><p></p><p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"><br /></span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這集</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">主簡單聊聊之前在訂閱社團當中就有提到一些數位行銷觀察,這也可能是許多有做內容行銷或是投放數位廣告的人需要注意的行銷觀察方向。本集討論內容重點如下:</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、</span><span lang="EN-US">Bing</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">導入</span><span lang="EN-US">ChatGPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">會帶來什麼搜尋行銷變化?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、用資訊內容布局</span><span lang="EN-US">SEO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">存在什麼風險跟問題?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告貨架競爭比起過去來得嚴重。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、再行銷廣告效益低是否都是因為受眾都已投奔敵營?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">五、大通路品牌為什麼都不以自家電商平台為主?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">六、有哪些數位行銷觀念可能需要調整?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/tw/podcast/ep62-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-ai%E6%90%9C%E5%B0%8B%E8%A1%8C%E9%8A%B7-fb%E5%BB%A3%E5%91%8A%E5%85%A7%E5%8D%B7-%E6%95%B8%E4%BD%8D%E8%A1%8C%E9%8A%B7%E8%A7%80%E5%BF%B5%E8%A9%B2%E6%8F%9B%E8%A1%80/id1602675749?i=1000594155052" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-40936369670444931872023-01-20T19:59:00.001+08:002023-01-20T20:11:59.859+08:00聽說行銷│不只實體要優化服務體驗,電商更該思考服務流程。<p><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh28Y6sVsQ1DR5OcD0DXCmOF6uYPScLCvc8mv8MhF0Fxfptpd0AcrgXRBtZyB2ChXUrWJFixg2-llt6oGx1uCGA2OUepZSAX73TQRIZ-668WUasUzRJaPgUlsm1ppMuRDKp4u9UQiFyWGmkql-QegX4z98lKfTlz1ntFmFBOJ45T3Fsf0nbryhg74Tf/s980/2023-01-20_19-52-39.jpg" style="clear: left; float: left; font-size: x-large; margin-bottom: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="512" data-original-width="980" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh28Y6sVsQ1DR5OcD0DXCmOF6uYPScLCvc8mv8MhF0Fxfptpd0AcrgXRBtZyB2ChXUrWJFixg2-llt6oGx1uCGA2OUepZSAX73TQRIZ-668WUasUzRJaPgUlsm1ppMuRDKp4u9UQiFyWGmkql-QegX4z98lKfTlz1ntFmFBOJ45T3Fsf0nbryhg74Tf/s16000/2023-01-20_19-52-39.jpg" /></a><span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為了更成功推動電商銷售,必須掌握讓客戶感到滿意的關鍵<b>服務體驗</b>環節,了解如何為客戶提供最佳的<b>服務體驗</b>,並在過程中超越競爭對手!其中幾個要點需要格外注意:</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不以折扣為主建立購買期待。</span></span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為了在貨架競爭中領先,你需要設定明確的期待來與顧客保持溝通。清楚告知他們在使用你的產品或服務時可以期待什麼,必須說明你承諾什麼?否則你將無法達到理想的<b>服務體驗</b>效果。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">顧客端<b>服務體驗</b>需符合人性。</span></span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為了創造良好顧客單<b>服務體驗</b>,必須設計一個簡單但有效方法,主要為更直覺用戶界面,使顧客能夠輕鬆地找到所需商品。提供彈性選擇也很重要,如此有助於創造出滿足不同類型客戶的用戶體驗流程,並有效取得訂單。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<h1 style="text-align: left;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">與顧客要建立信任關係。</span></span></h1>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">無論行動或桌機版購物網站都能順暢,並不斷優化的<b>服務體驗</b>,都是贏得客戶滿意度要素。此外,有效的與顧客溝通也是了解他們與塑造信任關係的重要因素。</span>
<span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在電商<b>服務體驗</b>中,與顧客溝通有助於改善交易流程、加快出貨過程以及緩解客戶對於產品或服務的不滿。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><br /></p><span><!--more--></span><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><br /></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在缺乏實際五感體驗前提下,電商銷售又該如何優化<b>服務體驗</b>?更多資訊歡迎收聽「行銷武士道:品牌研究侍」</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,本集內容將探討下列重點:</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一、為何電商如此便利,實體店還是屹立不搖?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">二、實體跟電商的資訊流價值差異為何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三、電商銷售流程存在哪些服務優化環節?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">四、訂閱制做為電商服務型產品該如何做好?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">五、目前坊間零售訂閱方案存在什麼執行盲點?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/tw/podcast/ep63-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E9%9B%BB%E5%95%86-%E4%B8%8D%E5%8F%AA%E5%AF%A6%E9%AB%94%E8%A6%81%E5%84%AA%E5%8C%96%E9%AB%94%E9%A9%97-%E9%9B%BB%E5%95%86%E6%9B%B4%E8%A9%B2%E6%80%9D%E8%80%83%E6%9C%8D%E5%8B%99%E6%B5%81%E7%A8%8B/id1602675749?i=1000595331100" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span></span><span lang="EN-US"><span style="font-size: large;"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a></span><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-16546809163929376442023-01-06T16:26:00.001+08:002023-01-06T16:26:39.308+08:00聽說行銷│2023年很慘淡?想漲價又該如何漲?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6YA_RJU3xB29T0r8t53G6cw0h1JRZA-FZ_tI3P3Ml-HfBG33tStltx0ljqa3gOi9-wlIVGB15vCA4yY8H1YODqMxfXBCaxVSD4gsXHBn3OJyDZz4ojEBL245g8Cf0eDhuyaajUFQE7-BnBScmtEqKAyesmEc2PcplGfrmA3Rfk21ZIM-itsM8M_7S/s981/2023-01-06_16-22-12.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg6YA_RJU3xB29T0r8t53G6cw0h1JRZA-FZ_tI3P3Ml-HfBG33tStltx0ljqa3gOi9-wlIVGB15vCA4yY8H1YODqMxfXBCaxVSD4gsXHBn3OJyDZz4ojEBL245g8Cf0eDhuyaajUFQE7-BnBScmtEqKAyesmEc2PcplGfrmA3Rfk21ZIM-itsM8M_7S/s16000/2023-01-06_16-22-12.jpg" /></a><span><a name='more'></a></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep61-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-2023%E5%B9%B4%E5%BE%88%E6%85%98%E6%B7%A1-%E6%83%B3%E6%BC%B2%E5%83%B9%E5%8F%88%E8%A9%B2%E5%A6%82%E4%BD%95%E6%BC%B2/id1602675749?i=1000592779565"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集來聊一聊有些企業可能會關心,關於接下來的市場情況,還有到底該不該漲價的問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這也是我在</span><span lang="EN-US">2022</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年年末跟客戶開會時有討論到的問題,基本上關於要不要漲價我一直都認為只要有利潤方面的考量就該漲價,但很多企業可能會擔心如果我今天漲價後賣不出去該怎麼辦?畢竟企業還是要維持基本現金流,沒訂單更讓人胃痛,這就是我們今天講跟大家聊的重點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最近這一段時間有很多的企業都紛紛宣布漲價,就媒體有見報的就都是像三商巧福、摩斯漢堡這類連鎖企業,特別是麥當勞除了又漲了一波外,還重新調整了產品,汰換掉一些產品,同時有去修正麥香魚跟大麥克的麵包體,一部分可能也是製程跟成本方面考量。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">漲價之後會被媒體報導的都是一些知名企業,可能有更多的小型商家或者是中小企業他們也選擇漲價,只是沒有被公佈出來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業為什麼會選擇在這個時機點漲價?除了已經被成本追著跑到撐不下去,應該也是擔心</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年才會有其他像是成本高漲,又或者是消費緊縮造成訂單減少這些問題發生,因此要先將利潤空間騰出來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年到底整體市場情況會怎麼樣?雖然說很多的市場專家或者是企管顧問都對</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年不是相當的樂觀,還是我的想法還是跟我在</span><span lang="EN-US">EP52</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那一集講得差不多,如果還沒有聽過那一集的可以去聽一下,多刷一次收聽次數。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這裡簡單補充一下我個人最近一些想法,</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年確實可能會很辛苦,但也不是所有產業,我們應該要依據不同的產業去做不同思考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">台灣經濟主要是以外銷出口為主,所以很多的顧問可能都會從整體大市場的角度來做思考,從這個層面來看的話製造業確實在</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年至少上半年會比較辛苦一點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是目前觀察歐美市場的情況,其實不管是零售業還是餐飲業都有逐漸復甦跡象,除非全球疫情又再次回到三年前的狀態,那可能會有些變數。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是就目前新變種病毒其實在致死率方面並沒有</span><span lang="EN-US">3</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年前那麼高,加上各個國家都已經完全解除封控,在這樣的情況之下要重新回到許多國家都進入封城或者是市場停滯的狀態,原則上是不太可能。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果真要我想</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年有什麼樣的風險的話,可能最近各個國家都有新一波感染出現,包含美國出現新的變種病毒,日本在前一段時間中國人都還沒飛出去就已經一天爆出了幾百例死亡案例。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在這樣的情況下,各個國家如果還是採取與病毒共存的政策,可能就會發生企業有員工因為確診無法上班,而且這個比例可能會逐漸提高後,慢慢公司也會陷入運作停擺狀態,這樣的狀態只要維持幾個月,對整體市場其實還是會產生一些影響。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這種狀況有沒有可能發生喔?我前幾天就看到我一位朋友在臉書不斷</span><span lang="EN-US">update</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他們公司的確診情況,反正辦公室從原先一兩個人傳出確診,到後來慢慢的增加,最後貼出來的消息是我朋友的確診證明,還留下一段話:整間辦公室只剩下一個人沒有確診,而那個人並不是我。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當多數員工都有</span><span lang="EN-US">5</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天到</span><span lang="EN-US">7</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">天沒有辦法上班,這家公司基本上那一整個禮拜就完全是陷入停擺狀態了。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這或許是</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年第一季,大家可能要格外注意。特別是接下來要進入農曆春節期間,我們這幾天的境外確診病例也不斷的提高,這可能都會形成在一月跟二月時一些危機因子。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果不談製造業的話,我們就零售業跟餐飲業這兩個角度來談,其實我個人並不覺得零售業跟餐飲業可能會產生多大影響,如果真有些許影響出現大概就是我在</span><span lang="EN-US">EP52</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那一集提到,當每天都有幾百個人在排隊等換護照飛出國,接下來就要進入春節連假跟</span><span lang="EN-US">228</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">連假,可能</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年第一季都會有大量的人出國,大家都把錢留著要到國外花的消費轉移,或許對零售業者來說可能會有比較大的影響。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前兩個月應該有些零售業者有感覺到市場有死灰復燃跡象,大家的業績突然都變好了,特別是十二月。這種情況跟歐美十一、十二月的市場表現亮眼差不多。要格外注意一個可能,就是這個業績提升是不是因為節慶紅利拉抬的。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">歐美十二月整體零售跟餐飲市場復甦基本上就是建立在聖誕節這個檔期上,以華人國家來講農曆春節其實就很像是歐美的聖誕節,香港的零售市場也因為容易春節的利多而產生了明顯的提升。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以這個月是相當值得觀察的一個時間點,因為農曆春節的紅利差不多也已經要到盡頭,假設從下個禮拜開始大家的業績開始慢慢下滑,那麼等到農曆春節結束,進入二月之後是否還可能會維持正月增狀態?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然等到那個時候,發現狀況不對要反應可能已經來不及了,所以可能需要先預警悲觀一下。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">零售業原則上</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年上半年還是要先控制好你們的行銷成本,如果你本身所販售的產品屬於週期型產品、消耗型產品或者是日常用品,像清潔用品這類的東西,你可能在漲價這部分就別那麼衝動,這部分我們後面會比較詳盡的來跟大家聊。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而如果你所販售產品是非剛性需求品,那我會建議可以思考一下漲價的可能性,首先就是非需求品在消費轉移產生時會受到影響性比較大,再來就是消費者回購的頻次也沒有相當高,所以盡可能讓每一張訂單都能夠確保利潤是比較適當的做法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而如果你本身是餐飲業的話,為什麼</span><span lang="EN-US">2022</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年末這一波漲價很多知名連鎖餐飲企業都宣布漲價,因為勞健保費用跟員工最低薪資都調漲了嘛,而餐飲業普遍都屬於固定成本比例高於變動成本的財務類型,這就造成許多餐廳會預警先行調漲,因為接下來很有可能食材方面也會有漲價的風險存在。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在這樣的情況之下,餐飲業者除了調整價格控制利潤外,更重要是要思考怎麼去提高整體營業的效率,如果說增加翻桌率的可能性不高,唯一能夠做到的就是盡可能的提高客單價,從提高坪效角度思考。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從這個角度看,如果你本身是一個複合型業者,例如你有經營餐廳但又同時有自己有工廠去製作一些所需產品,接著又有經營零售來販售自家生產商品的話,可能你在整體面對</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年可能出現的一些風險跟問題,會有比較大的彈性,相對會比較反脆弱一點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這類不管是經營電商還是做數位行銷、數位轉型相關的論述,不只從疫情剛爆發的時候我就在</span><span lang="EN-US">Clubhouse</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上開房常常談,甚至我在去年四月跟五月的時候也分別有錄了</span><span lang="EN-US">EP22</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟</span><span lang="EN-US">EP29</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">兩集</span><span lang="EN-US">podcast</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">談。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果到這個時間點,危機可能再次發生了,你還不知道該怎麼辦?我也只能說都已經熬過三年疫情了,要不就咬咬牙再多熬一個</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">討論到漲價有個議題也很值得拿出來跟大家探討,接下來談的內容其實我在上週的</span><span lang="EN-US">IG</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">裡面已經有以每日觀察的精選輯發布出來了,內容大致上都差不多。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前段時間我看到一個新聞在討論,目前原物料成本都不斷增加,為什麼有很多的糕餅業者推出的年節禮盒卻都選擇不漲價?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個議題相當值得討論,當然我們這邊所提的糕餅業者不是像陳耀訓那一種你要買它一盒蛋黃酥還要跟搶演唱會門票一樣搶,搶到票甚至還可以在</span><span lang="EN-US">FB</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上面炫耀刷很多的讚這種現象級糕餅品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你已經做到像陳耀訓這樣,很多人都不惜在上班時間上網狂刷搶票只為了買到你的產品,你卻在成本不斷地消耗掉自己利潤的時候還選擇不漲價,我只能說你很善良,很棒。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼這一些糕餅業者都會選擇不漲價?相信背後的原因各位做生意的人應該也都很清楚,因為怕漲價了消費者就不買嘛,所以接下來的內容我們就來討論企業在思考漲價的時候可以從哪幾個角度來做評估?基本上就是</span><span lang="EN-US">3</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個方向:</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"></p><ol style="text-align: left;"><li><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">週轉率跟利潤得出的最終獲利。</span></span></li><li><span style="font-size: large;">一次博奕或多次博奕?</span></li><li><span style="font-size: large;">貨架競爭。</span></li></ol>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先就是最基本的薄利多銷,其實對糕餅業者來說,農曆春節跟中秋節算是兩大檔期,雖然從糕餅的角度來說可能業績不如中秋節,但相當多糕餅業者其實一年可能就是吃中秋、春節跟端午三節,因此在大量訂單可能都必須趕工情況下,許多業者可能原料都先大量採購,成本可能也多少有控制住,即使跟過去幾年比還是會偏高,但也不至於無獲利。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在訂單量體夠大、週轉次數能提高情況下,藉這個機會多收一些現金進來也未嘗不是錯誤決定。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">薄利多銷又需要考量什麼?另一個關鍵因素就是究竟這門生意是一次博奕還是多次博奕?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一次博奕指的就是消費者來消費過一次就不太有機會再來,遊樂園跟休息站的賣場就屬於這一種。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">婚紗攝影雖然消費者一生照理說也只會消費一次,但是因為還有口碑推薦機會,因此不完全屬於一次博奕,畢竟我們應該也不會特別推薦親友到遊樂園或是國道休息站用餐。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果屬於一次博奕,那當然就是要盡可能提高消費者每次消費的「單價」跟「利潤」;相對來說如果屬於多次博奕,因為殺過頭可能會造成顧客流失,自然下手力道不能太大。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼年節糕餅到底算是一次博奕還是多次博奕?如果單看節慶的話可以算是一次博奕,畢竟消費者今年中秋跟你買,明年會不會跑單也無法確定。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼為什麼糕餅業者不乾脆呼應成本現況漲價?關鍵就是這些禮盒也不是買來自用,幾乎都是買來送禮,因此比較偏向婚紗攝影的「口碑」機制。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">今年的潛在客戶有相當多可能都是去年收到禮盒,覺得產品還不錯的「推薦客」,這時如果價格過高可能會造成這些口碑效益無法體現。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這部份考量就牽涉到第三個,其實也是業者可能都會相當在意的「貨架競爭」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">貨架競爭本身其實也是一種博奕,只是前面提到的一次博奕、多次博奕是品牌跟消費者間博奕,而且場景相對單純。而貨架競爭的博奕是品牌跟品牌間博奕,且在對方攤牌前你並無法知道結果,而等到對方攤牌你才行動,在行銷上已經晚了一步。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就是為什麼會有企業使用奈許均衡、智豬博奕這些博奕理論來做決策思考,如果以奈許均衡來看,所有品牌都漲價其實是最佳奈許均衡狀態,但是如果有其中一個品牌不漲價並以此為廣告主打,那就可能獲得更多訂單;漲價的如果是知名品牌可能就是維持基本訂單量,不知名品牌漲價訂單收益則極低。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是可能所有品牌都同時漲價嗎?可能性相當低,因此這個時候最安全作法就是選擇另一個相對低收益的「壞奈許均衡」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不漲價犧牲利潤不代表就是不好,關鍵是品牌能否衝高訂單數,又或者是創造多次博奕,否則真不如漲價將利潤轉進廣告上。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果聽完以上的內容,你發現漲價或許對於你接下來一整年是會比較正確的選擇,大家不妨可以現在開始思考一下該如何漲。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我個人是建議漲價不要太過於片面,就是抓其中幾件產品就瞎漲一通,你們應該全面地去評估每一件產品的周轉率跟利潤,找出一個最大化利潤比較適當的漲價幅度,也未必一定要因為只有某個產品成本提高,把所有的漲價幅度全部集中在該產品上,這部分相信你們看看一下去年的整體銷售情況,應該會有比較明確的方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果要漲價的話,也建議等農曆年過後再來宣布漲價消息,原則上如果你本身不是一個知名品牌,你就算在粉絲專頁上面宣佈你們要漲價了,也不會有太多的外部目光關注這件事情,所以不用給自己太大的壓力。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是為什麼要選擇在農曆年後,已經錯失了上一波年末跟著大家一起跑的漲價潮,這個時候當你選擇在年前漲價,消費者的印象會特別的深刻。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上禮拜出差的時候,在計程車上司機聽我說是做行銷,問我怎麼看接下來的景氣,接著問我那麼多東西都漲價,之後是否可能調回來?這個問題其實也相當有意思。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果今天大家都跟著漲價,這個時候即使各項成本價格都下降,但是只要商家跟品牌都不降價,那麼就會維持一個平衡,這個對品牌來說最好的均衡型態。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是問題就在如果今天有人跑出來開第一槍,那就會對市場造成影響。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一般零售品只要需求還在,消費者終究要買,除非企業庫存過高,否則可以維持這個平衡很久。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-size: large;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">即使</span><span lang="EN-US">2023</span><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年沒有大家想像的這麼悲觀,接下來也許農曆過年後整體市場的狀況是一片大好,我也會建議在利潤考量情況之下盡量先把價格稍微調上去,多騰出一些利潤空間。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24.0pt;"><span style="font-family: "新細明體",serif; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">即使最後其實成本也沒真漲多少,但是當大家都沒降,你第一個出來喊個「物價成本恢復水平,降價感恩季」,大概除了你的黑粉,沒人記得你先前漲多少,只知道你降價了。</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-42211910294597125802022-12-27T12:04:00.001+08:002022-12-27T12:04:45.007+08:00聽說行銷│品牌定位大哉問:如何讓願景成為價值?<p><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_tfXjDWptJzBXgYbMMaqu6leEYXc61r5Z96kcswrb3NUVDFQukiy2Ta8wWwdBnaOyoYtsKHZ2L-UyEIZsPgszeOgRa_9Up3QsjQSLTOxX7IoKx0hXzTgy3NrIi9C6xvvegZfIA-TXxeBm1Bn-Cwy_PbpTVs2KUoZTmGax-KfyYXGNSUwwelP2LWt9/s981/2022-12-26_23-11-23.jpg" style="clear: left; float: left; font-size: x-large; margin-bottom: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_tfXjDWptJzBXgYbMMaqu6leEYXc61r5Z96kcswrb3NUVDFQukiy2Ta8wWwdBnaOyoYtsKHZ2L-UyEIZsPgszeOgRa_9Up3QsjQSLTOxX7IoKx0hXzTgy3NrIi9C6xvvegZfIA-TXxeBm1Bn-Cwy_PbpTVs2KUoZTmGax-KfyYXGNSUwwelP2LWt9/s16000/2022-12-26_23-11-23.jpg" /></a><span></span></p><a name='more'></a><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep60-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E5%A6%82%E4%BD%95%E8%AE%93%E9%A1%98%E6%99%AF%E6%88%90%E7%82%BA%E5%83%B9%E5%80%BC/id1602675749?i=1000591343019" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><a name="_Hlk122989044"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集繼續來把品牌定位大哉問「品牌溝通」這個部分最後三題把它錄完,在先前兩集講品牌溝通的</span><span lang="EN-US">Podcast</span></a><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">裡面有提到,前面的內容最主要是在盤點品牌的現在跟過去,而這一集最主要就是要講未來。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不過後來我有看了一下,有一題漏網之魚其實也是在談品牌的過去應該是要放在上一集來做討論,不過因為一集如果要講三題的話時間可能會有點過長,就現在每一集大概都</span><span lang="EN-US">15</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘到</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">分鐘,甚至可能要到</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">幾分鐘或許已經有一些人覺得過長聽不完了。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">簡單說明今天在一集要跟大家聊的內容大概就是談品牌願景,我在課堂上談品牌願景的時候都是這樣做解釋:品牌願景其實就很像是一間房子的地基,你的房子有多高就必須要挖多深的地基。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果其實就是一間了不起三樓半的透天,需要浪費大把成本挖一個像臺北</span><span lang="EN-US">101</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這麼深的地基嗎?或許對很多人來說品牌願景只是一個空想,不會像真的挖地基一樣必須要去花費成本,但就像我前面幾集談品牌時一直跟大家提到,當你嘗試著用一個過大的願景跟消費者溝通時,並沒有辦法在消費者的心智當中建立一個值得信賴的品牌印象。所以這是不是也是在浪費品牌行銷成本?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但相對來說,如果今天你其實已經有相當大的事業規模,但是地基也就是品牌願景卻可能只有一個透天房這麼深的時候,這會遇到什麼樣的問題?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然基礎不夠穩固,房子自然隨時都可能會有坍塌的危險;在安定時沒有太大問題,但是當有地震發生的時候,倒塌的機率就會很高。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這種情況就很像是在整體市場情況大好的基礎下,你不會有太多風險,但是當黑天鵝出現,你的企業可能就會立刻搖搖欲墜。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為什麼會有這樣的情況?最主要是因為品牌願景雖然我們可能會在品牌故事或者是廣告這類品牌行銷媒介進行曝光,但我個人其實是把品牌願景放在內部溝通這個環節,外部溝通的部分則是於品牌願景有相對應關聯的品牌承諾。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因此品牌願景最主要的目的其實是讓你的員工,以及所有的合作單位、供應商都了解你是一個什麼樣的品牌,你打算往什麼方向去走?讓他們清楚地知道自己在一家什麼樣的公司工作,又或者自己在跟一個什麼樣的企業合作?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然這跟產業別會有比較大的關聯性,如果你是</span><span lang="EN-US">B to C</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業,一般消費者大多數在面對陌生品牌時,還是會比較關注你的產品可以為他們解決什麼問題、能夠為他們帶來什麼價值。但如果是</span><span lang="EN-US">B to B</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業,或許企業在尋找供應商又或者是合作客戶時,他們會比較重視這一家公司的品牌願景。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一方面是因為在</span><span lang="EN-US">ESG</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這樣的風氣越來越興盛的市場背景下,跟好的企業合作對於自己的品牌來講也有加分效果,另一方面則是因為當一家企業有相當完善且確實進行的品牌願景,也代表著這一家公司他對於自己的品牌永續是重視,雙方在合作方面比較不會有問題發生。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這其實也是我們經營品牌最主要目的,因為我們必須要讓一個陌生的顧客又或者是合作廠商、供應商知道我們對於企業經營極為重視,不會因為一些不必要的利益而去做一些會砸掉招牌。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以品牌願景或許未必會與你的營業額有直接關係,但卻是一個品牌有沒有辦法成立相當核心關鍵。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US">OK</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,講到這裡我們就進入今天這一集的重點,這一集最主要談的是我品牌定位及行銷</span><span lang="EN-US">50</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題當中的第</span><span lang="EN-US">18</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題到第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先是第</span><span lang="EN-US">18</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:品牌過往歷程中有什麼難忘里程碑或是成績?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問題本身來看應該沒有什麼需要解釋的地方,曾經得過什麼獎、獲得什麼認證、上過哪些媒體專訪,這些其實都是可以拿來談的成績。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">再來你的哪些產品曾經銷售過什麼樣的銷售數據,又或者可能突破了多少銷售數量,這些也可以當作是一個企業的里程碑。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我曾經看過有朋友分享一位廣告工作者所寫的書當中,很直接提到他曾經看過某個品牌在接受媒體訪問時,講他們家的產品賣出去的數量疊起來已經有幾座</span><span lang="EN-US">101</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大樓這麼高,這位廣告工作者覺得談這些東西相當沒意義,原因是因為這只是在表現企業的產品賣得非常好,但是這與消費者沒有任何情感交流。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或許如果單看一家企業的產品賣得很好,並沒有辦法表現出情感價值,但是從銷售的角度來看,銷售成績其實對消費者來講能夠傳遞一種信任,這就是我們談「行為經濟學」時一定都會提到的從眾效應。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當今天有兩個品牌的商品放在你面前,一個是你身邊幾乎都沒有朋友使用過,銷售成績也不是非常亮眼,另外一個則是銷售出非常好,甚至你看過許多親友都使用過,這時你會選擇購買哪一個?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相信那個賣出了好幾棟</span><span lang="EN-US">101</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大樓這麼高的產品,應該會是比較多人的選擇,因為當大家都在買,你們會覺得相對比較安心。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或許你在某一年賣出了多少件、之後又突破了多少銷售量這類成績未必存在溫度,但是依然可以成為品牌放在過往歷程當中極為重要素材。企業應該要去思考,你有沒有辦法把這些資訊包裝得跟消費者有關係?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">例如你要講我們在</span><span lang="EN-US">2020</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年的時候某產品總銷售突破幾千萬件,但是在談論此銷售數據時,你能不能提到之所以可以銷售出這個成績,最主要是因為什麼原因?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個原因就是為什麼產品能夠被消費者接受、喜愛,進而創造出銷售成果主要原因,這就與消費者有直接利益關聯性,能讓消費者更清楚知道為什麼這個產品值得他買,形成購買理由。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然今天要講這些品牌過往的難忘里程碑,或者是成績最好是能夠做到眼見為憑,你賣出了多少件這種東西無從查起,雖然確實可能產生一種廣告效益,但消費者當然也會去質疑這個數據會不會是你自己喊出來的?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以相對來說當企業今天要去談過往的歷程的里程碑及成績時,最好是可以提出一些你們曾經獲得什麼樣的獎項又或者是認證?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在品牌再造或是升級等方面工作,有些品牌顧問公司可能都會協助企業重新設計包裝,並將新包裝或者各種製作物去報名一些國外的設計獎,如果是包裝設計獲得這些獎項認證,對於一般功能型產品來講本質上並沒有太大的意義,因為你的包裝很漂亮不代表你的產品很好用,但是為什麼他們還要去做這件事情?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一方面是要去塑造出品牌價值感,為消費者建立一個產品更值得購買的理由,另一方面則是因為要讓消費者知道你們對於品牌重視度。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些設計獎認證對於陌生消費者或許未必會是很強大的一個購買理由,但是對於已經相當喜歡你們家的產品且是你們品牌鐵粉的那一群消費者來講,這是一個讓他們覺得值得驕傲、更願意將你們的品牌推薦給他身邊親友的推薦理由。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這種情況在房地產上面很常見,很多建商去報名園冶獎之類的獎項,其實業界的人也多少知道這些獎項的運作方式,實際一點談有獲獎跟沒獲獎的房子在品質會有落差嗎?例如得了獎就比較不會漏水、比較安全嗎?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題的答案當然不是肯定,但是可以確定的是除了建商在賣房子時可以多一個廣告的訴求,對於住戶來說也是一種「價值」。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當他的朋友今天來拜訪時,走進大廳同時看到這一間這個建案是有獲得什麼什麼獎項的獎牌,甚至是由某個知名建築大師設計,屋主面子比較掛得住。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以當你們今天品牌有打算要以送禮又或者是禮品市場作為目標,你們曾經獲得什麼獎項就是一個「加分」,即便這個獎項是跟產品沒有直接關係的包裝設計獎還是相當的重要。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">盤點這些品牌里程碑或銷售成績,即便是談你們在某一年增設什麼設備、在某一年建立了什麼廠房、在某一年做了哪些事情,其實也是在告訴消費者你們的品牌從無走到今天總共做了哪些事情、建立了哪些優勢。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而關鍵是有沒有辦法在討論這些內容的時候,將它跟消費者可獲得利益闡述清楚,也就是理清這些里程碑、成績跟產品間的連結性;如果能夠做到這一點,那麼這些看起來沒有什麼感情的銷售數據,又或者是你們花錢的紀錄都可以成為打動消費者誘發他們購買的誘因。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接下來兩題其實可以視為是同一個問題,我將品牌定位的問題擴充到</span><span lang="EN-US">50</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題之後有設計了一些題目之間是可以做相互對照審視,這兩題本身就有這樣的特性存在。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先第</span><span lang="EN-US">19</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題是「品牌</span><span lang="EN-US">3</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年、</span><span lang="EN-US">5</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年及</span><span lang="EN-US">10</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年後目標為何?」第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題則是「如果你的品牌可以完成任何事情,你目前最想做什麼?」</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩個問題基本上都可以把它視為是品牌在發展願景,而第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題等同於是第</span><span lang="EN-US">19</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題的十年後,甚至是更長遠的目標延伸。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前面有提到品牌願景對我來說它其實是一個內部溝通用語言,可以讓員工知道我們是一家什麼樣的公司、老闆準備把這家公司帶到什麼方向,所以企業創辦人明確的讓員工知道這一家公司的品牌願景,對於員工來講他們也會更清楚知道自己應該要做好哪些準備?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三年、五年、十年不妨可以當企業營運短、中、長期目標,相信創業者都很清楚如果一家企業沒有明確的經營目標,只是走一步算一步很難能夠穩健營運下去,甚至於可能遭遇一點風險就會讓企業陷入很大的危機。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你們有將品牌視為是企業營運主軸,當你們在思考品牌願景時,其實就等同於是在想你這一家企業在短期三年後、中期五年後,乃至於長期十年後將會是什麼樣子?又或者你準備在短、中、長期這三個階段達成什麼目標?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個短、中、長期目標究竟要設定多久可以由你們自己來決定,但基本來說五年是我們在審視一個品牌定位是否還堪用基礎。通常我們為企業設定完一個品牌定位後會以五年的時間來做審視,這五年又可以分成三個階段。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">第一個階段也就是品牌定位完成後頭一年,這一階段基本上都是在針對品牌定位進行市場溝通,特別是針對既有的消費者,我們要讓他們能夠清楚記住這個定位。你未必要直接投入預算進行品牌定位推廣,但是必須要在所有的廣告當中,即便是產品銷售廣告都要讓這個定位產生曝光。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你想把品牌定位做得更細膩一點,也可以將定位再拉出一個前期溝通形式,姑且稱這為定位符號</span><span lang="EN-US">0.5</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,在第一年就先針對這個品牌定位</span><span lang="EN-US">0.5</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行前置推廣。接著第二年到第三年就是針對我們所設定的品牌定位符號去做強力推廣跟傳播;經過第一年的前置推廣後,也可以在第二年開始針對品牌明確定位拍攝一些形象廣告。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到了第三年末,企業就要針對品牌定位去做效益審視,看目前消費者的認知度是到哪裡?以及針對既有市場還有競品現況,評估是否需要再進行下一輪的品牌定位調整,又或者是在品牌定位符號上面去做一些進化或者是修正。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果有調整定位溝通符號需求,第四年及第五年可能就會慢慢去引導向新的品牌定位,做到兩個定位銜接;但如果企業沒有打算要調整或是修正既有的品牌定位,第四年跟第五年也是持續傳播品牌定位深化消費者印象,後續再來評估品牌是否有需要進行重新定位,或者是品牌升級、品牌再造需求。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></span></p>
<p class="MsoNormal"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">三年後、五年後的目標相當明確就是建立在是否有落實品牌定位,又要將這個品牌定位落實於行銷推廣上到什麼程度?讓多少的消費者認知到原來你們就是這樣一個品牌,那麼第十年到底又該設定什麼目標?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就是我們第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題思考的問題:假設今天可以做到任何的事情時,你最想做的是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在後續的品牌定位大哉問主題中,我會有一集專門針對競品去做探討,目前多數台灣企業所銷售的產品或服務通常都不會是獨創型商品服務,大家一定是挑選既有市場,甚至是已經有很多的進入者成熟市場切入;這樣的情況下,競品當中一定有一個你們特別欣賞,或是這個品牌就是市場龍頭,等同於是這個產業的標竿企業,他的所作所為有可能就是你們前進的目標,或者是你們就是以他為假想敵。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在這樣的情況下,當你們以這家企業為假想敵,那麼當你目前可以完成任何事情,不需要去考量資金等任何因素情況下,你們當然就是會希望能夠立刻變得跟這一家企業一樣。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">例如如果你經營通路品牌,台灣目前通路的龍頭以超商來講當然就是</span><span lang="EN-US">7-11</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,以超市來講就是全聯。大家都很清楚通路為王,所以如果你目前可以完成任何的事情,相信從通路品牌角度做思考,能夠設計的目標基本就是擁有跟這些龍頭一樣,甚至是超越的通路數量,接著你們可能會在某一個服務上進行超車。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從這個角度思考,依據不同的產業別你們想要立即完成,又或者可以說是終極目標可能也會有所不同。如果是一個食品產業,那麼可能會想做到所有使用食材都是在台灣有在地的契作農場或牧場;如果是保養品牌,開設一家品牌自有連鎖護膚中心也許也可以當作終極目標。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">並不是說第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這個問題的答案,就會變成第</span><span lang="EN-US">19</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題這個問題裡的十年後目標,因為有可能你們所設定終極目標太過偉大,花十年也沒有辦法完成。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是當你們能夠回答出第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題,有一個很鮮明就是想要完成的方向跟目標時,回頭去想:當這個目標要在</span><span lang="EN-US">10</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">年就必須要達成,那麼在第三年、第五年及第七年又必須設定什麼階段目標?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">通常要達到這個終極目標勢必會牽涉到很多因素,例如必須要有一定人力,且這些人不單單只是有就好,可能還必須要具備某些職能要求;其中更包含擴增方面目標,你們想要去擴張通路或擴張產品服務都需要資金,那麼當你十年後希望達成這件事情他需要多少資金?你怎麼在三年、五年、七年時取得這些資金?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不談募資,從自身角度思考,在這些階段的每年營業額跟獲利一定就要達到一個水平,那麼在三年、五年、七年乃至於十年要達成什麼樣的營收目標、獲得多少顧客量、建立什麼市場聲量及地位?</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就會是我們在思考第</span><span lang="EN-US">20</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題後,你們回推第</span><span lang="EN-US">19</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題能更清楚對照審視。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">聊到這裡,品牌溝通的</span><span lang="EN-US">9</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題都已經解題完畢,這</span><span lang="EN-US">9</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個問題當中最主要都是聚焦在品牌溝通部分。只是有某些問題可能適用於外部溝通,也就是放在品牌承諾、品牌故事、官網關於我這些位置;而針對內部溝通部分像品牌願景,比起說給消費者聽有些時候可能更需要讓員工知道,放置位置可能會是在企業員工手冊,又或者是某些對員工培訓比較講究的公司,可能會設置一個內部平台讓每個新進員工在受訓時都能夠接收到這些資訊。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你是從這一集才開始聽這個節目,品牌溝通這部分前面的兩集你們可以回頭去聽</span><span lang="EN-US">EP 56</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">及</span><span lang="EN-US">EP 59</span></span><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,整體下來就會對於整個品牌溝通現況如何進行自我審視相當清楚。</span><span lang="EN-US"><o:p></o:p></span></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="mso-bookmark: _Hlk122989044;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">如果針對今天這一集所提到的內容有任何問題或想要討論的地方,都歡迎留言或是私信給我,這一集就討論到這裡,感謝大家的收聽,拜!</span></span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-13270810227135943972022-12-19T08:28:00.002+08:002023-02-15T21:40:12.211+08:00聽說行銷│品牌定位大哉問:如何盤點出品牌價值?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlb8LNGAjx6PXefovkXUcOdTbgT8BscAvkyMxNrIDsx6Pc26atc-oJ8eNJpuFe8JkFgz1UDE40Fga72wW37Wf1C8j__Iy5E_YWwlTRQzHUNdo0DypUeFo4sy8pmMGilDlcurXPm8sVnnUec28JwSwDX2KtAeyHglsTL7suxlFobNkVxUSjvs89ssC-/s981/2022-12-19_08-17-23.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlb8LNGAjx6PXefovkXUcOdTbgT8BscAvkyMxNrIDsx6Pc26atc-oJ8eNJpuFe8JkFgz1UDE40Fga72wW37Wf1C8j__Iy5E_YWwlTRQzHUNdo0DypUeFo4sy8pmMGilDlcurXPm8sVnnUec28JwSwDX2KtAeyHglsTL7suxlFobNkVxUSjvs89ssC-/s16000/2022-12-19_08-17-23.jpg" /></a><span><a name='more'></a></span><span style="font-size: large;"></span></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌定位及行銷</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">問</span><span lang="EN-US"> >>> <a href="https://mktru.tw/brandpost">https://mktru.tw/brandpost</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">音檔內容同步上架各大</span><span lang="EN-US">Podcast</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">平台,請點擊收聽</span><span lang="EN-US"> >>> <a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;background:transparent;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep59-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E5%93%81%E7%89%8C-%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D%E5%A4%A7%E5%93%89%E5%95%8F-%E5%A6%82%E4%BD%95%E7%9B%A4%E9%BB%9E%E5%87%BA%E5%93%81%E7%89%8C%E5%83%B9%E5%80%BC/id1602675749?i=1000590564152"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前兩集都在聊一些品牌以外話題,這一集要回頭繼續來談品牌定位大哉問,這次要跟大家談的是</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個品牌定位問題當中的第</span><span lang="EN-US">15</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到第</span><span lang="EN-US">17</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題,這三題有點類似於如果你是一個已經創業了很長一段時間,就是要回頭去審視當初創立這個品牌的初衷以及起點;而如果是一個正準備要創立一個新品牌,又或者是品牌剛成立不久,那思考方向可能就會變成去思考如何打造出原生就存在故事的品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這件事情相當重要,先前在鼎王旗下的無老鍋爆出無老婆婆根本是虛構的事件,當時我在</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">寫了一句話:所謂品牌故事應該是要為你的品牌建立一個動聽的故事,而不是去虛構一個故事來當你的品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這兩者有什麼差別,前者為你的品牌建立一個動聽的故事,必須建立在真實的現實情況上,也就是說當消費者看到你的故事,而且他感興趣時,是可以去找到一些證據。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是如果你是以虛構故事來當成你的品牌跟消費者溝通,這個故事我相信絕對會非常的動聽,因為他本來就是你包裝出來的,甚至於可能存在相當多現實難以達成的幻想成分在其中,但是當有一天消費者認真想要去探查當中一些線索時,自然就會發現其實你一直都在欺騙他們。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果無老婆婆根本就不存在,也意味著以無老婆婆為名的品牌根本沒有存在的價值。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這不代表說一個品牌不需要有任何夢想的成分在其中,這部分我們後面幾集會有比較深入探討,今天先單純跟大家聊如何去挖掘出品牌真實而且有價值的那些要素。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集內容最主要也是要帶大家去盤點品牌資源,如果是一個已經創立一段時間的品牌,當然就是去回顧從創立以來到底累積了多少實際上非常有價值的資源,而如果是一個新創品牌那更好,因為你可以了解你目前手上所掌握資源,哪些是可以幫助你建立出品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提到資源可能大多數的人都會想到金錢,也可能是一些硬體方面優勢,實際上資源可以是物理性,也就是實際上我們可以看得到摸得到;像是資金,這就是一種比較實際、物理性的資源。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是對多數品牌而言,你們可能沒有這麼豐富的物理資源,我們也可以去探查出一些化學性資源,這會比較偏向於是情感面或靈魂面。這類情感面論述感覺起來好像很虛無飄渺、沒有任何實質價值,但是當你的品牌累積到一定知名度,又或者是發展一段時間後,這一些化學性情感面資源可能反而更能夠幫助你建立出品牌的價值。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">首先我們要談的第一個部分,也就是</span><span lang="EN-US">50</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個品牌定位問題當中的第</span><span lang="EN-US">15</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:當初為什麼要創立這個品牌?內心想法或實際動機。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">很多的人在被問到「你為什麼要創立這家公司?」時可能會回答不出來,我先前在討論品牌定位那幾集中就有去提到很多的人創業未必有太大的夢想或沒有太多的想法。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可能是因為員工當得不舒服、累了,所以決定出來擺脫朝九晚五的生活當自營者,也可能是剛好看到一個還不錯的題目或者是掌握一些資源,能夠讓他擁有更高收入所以決定創業。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當我們去問創業者「你創業最希望獲得的成就或者成功是什麼?」的時候,相信多數人一定就是想要賺更多錢,即使可能有些人會希望有好的形象而講出一些比較冠冕堂皇的政治正確言論,但實際上公司終究還是要能夠賺錢才能夠維持下去嘛。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以「我就是想要賺更多的錢,所以我決定創立這個品牌、決定創業。」這可以成為我們面對消費者時,使用於品牌故事的內容嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">事實上也並非不行,但是我們必須要包裝一下,不然這麼直接跟消費者講我創立這個品牌就是為了賺你的錢,可能下場不會太好。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">先前有跟大家聊到之後會來談一談我的髮型設計師這個案例,這個故事又是如何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有一天晚上,我的髮型設計師突然打電話給我說有一些品牌方面的問題想要詢問。當時情況是他隔天要接受一個採訪,訪談問題大概就是詢問一些關於創業啊、品牌方面的問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">記者提供的訪談稿其實蠻深入,對創業來說如果當初創業沒有太多想法,可能看到那些問題確實會答不出來,其中一個問題便是:你當初為什麼要創立這一間美髮沙龍?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果正在聽這一集,且剛好也是一個髮型設計師,也有一間屬於自己的沙龍,不管規模大還是小,你們可以在這邊先停一下,想想這個問題,你的答案又會是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當時我就跟我的設計師提到,他的品牌名稱就是他跟另外一位合夥人的英文名字第一個字母拼起來,我要他回想當初兩個人在原來的店就做得好好的,也都是店內頭牌的設計師,又為什麼要離開原來的那家店出來創立一個新的沙龍品牌?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">是因為原來那一家店可能有一些制度、有一些規範又或者某些對於設計師的規定,你們沒有辦法接受所以你們決定離開嗎?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">聽到這裡,其實我的設計師跟很多決定離職,甚至走上創業這條路的人,創業原因可能都相同。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當時我就反問我的設計師:「如果說你們決定出來創立這一家店,有沒有可能在這家由你自己所創立的沙龍店,不會再讓過去他們在原來的店裡面覺得不合理的事情再發生?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或許是給設計師的升遷的管道更順暢,又或者是設計師待遇可以變得更好,也有可能是對於設計師的培訓有一套更完整制度?不管想要完成的這間沙龍到底是什麼樣子,跟其他的沙龍甚至是有他們過去所待的那家店相比有什麼不同?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當初決定離開原來的店背後的原因,以及創立這一家新店希望完成工作,就是建立這個品牌的主要原因。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以我的髮型設計師這個案例來談,他們當初在命名的時候就是以兩個初始成員名字來做命名,這也是我在</span><span lang="EN-US">EP54</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">聊到品牌命名的時候有跟大家提到思考品牌定位相當適合方式,你為什麼要將你的品牌取那個名字?背後的原因可能就存在一段故事,而我們就必須要讓這一段故事被消費者知道。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以「為什麼要創立一個品牌或開一家店?」這個問題要想得很複雜嗎?或許並沒有這麼複雜,關於這一題建議大家可以很直覺、很真實地把你第一個想到的答案回答出來,接下來再嘗試把它包裝得更好一點,把故事說得更美一點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關鍵是這個原因必須要是真實,而不是你虛構出來,因為當這個故事是你虛構,要試圖去完成的時候就存在相當難度,特別是在創立初期。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著來談第</span><span lang="EN-US">16</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:你希望透過品牌完成什麼使命?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果說第</span><span lang="EN-US">15</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題是在談審視你的現在,而下一題</span><span lang="EN-US">17</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題是在盤點你的過去,這一題其實就是在展望你的未來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">雖然說是在展望未來,但是當中可能有一些線索可以從你目前正在做的事情,又或者你過去所做過的那些事情中去爬梳出一些線索。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這其實也是我在幫客戶進行品牌定位的時候很常做的事情,因為有些東西你們可能並沒有想的相當的完善、深入,又或者你們根本沒有特別想過,但實際上你們正在做這些事情,透過第三者爬梳並彙整後就可以得出一個還不錯的品牌定位方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">談到希望透過品牌來完成什麼使命,很多人可能第一個就會想到現在也很熱門的話題</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,而一提到</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大多數人第一個可能又都是想到環保,這也是為什麼</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">發展一段時間後會看到現在又有媒體開始在討論很多的企業透過蹭</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個話題進行漂綠。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但實際上</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">它不單單只是代表環保,除了環保外也包含了社會責任跟企業營運,所以永續不單單只是代表著環境的永續,也代表著我們如何讓這個社會可以變得更好,以及你如何讓你的企業可以存活得更好?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集最主要不是要跟大家聊</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這部份我在訂閱社團的每日觀察也有間斷針對一些比較值得提的案例或議題提出過一些我的看法,如果有一些比較適合的案例可以來作探討的話,之後可以開一集跟大家特別聊這個議題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的內涵其實就是品牌回答這一題時可參考基本架構,</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">它包含環境的永續、包含了社會的永續,也包含企業的永續發展,所以從當中我們可以找到很多妳可以為企業賦予的使命。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">企業存在使命感這件事情其實相當重要,因為目前的年輕消費者已經都會特別的關注重視環保又或者是品牌形象好的企業,這一點我們觀察</span><span lang="EN-US">Z</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">世代消費者的態度其實就不難理解。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而企業不管是落實</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">還是另外一個熱門議題</span><span lang="EN-US">SDGs</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最主要的目的就是要成為消費者心智當中一個值得信賴、一個更好的品牌,這其實也是企業在品牌溝通時要思考的方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">你未必一定要像很多的大企業一樣做一份</span><span lang="EN-US">100</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">多頁甚至於是幾百頁的永續報告書放在官網上面,要求必須要面面俱到,說真的那些東西也未必會有消費者去看;但是你必須要在你的品牌故事、在你的「關於我」當中去提到一些「品牌使命感」來對消費者進行深入溝通。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們先前提過,很多企業其實創立最主要目的就是創辦人想要賺錢、有更高的收入,你想要賺更多錢讓你的企業可以存活下來,如果不是以欺騙或是其他錯誤方式來做,這是不是一種企業永續發展的目標?當然是,但是我們要更進一步去思考當你的企業永續發展,你自己過得很滋潤時,你的員工或其他利害關係人能不能也過得更好?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有的品牌他不希望鼓勵盲目消費,所以會選擇在雙</span><span lang="EN-US">11</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那一天大家都忙著衝業績時不營業,來表現品牌使命感或理念,但是換另外一個角度,如果你選擇在雙</span><span lang="EN-US">11</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一天大賺一筆,但是將當天的獲利回歸到員工的身上創造更好的工作福利,企業因此有更好的發展跟永續性這樣行不行?又或者你將雙</span><span lang="EN-US">11</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當天獲利甚至是你將當天所有的營收都選擇捐助給某個公益單位讓整個社會能夠變得更好,這樣又是不是一種你品牌本身存在的使命?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">只是我們在思考使命時,大家應該要去關注一件事情就是你所建立的這個「方向」跟你品牌的核心到底有沒有直接關聯性?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">什麼叫做品牌的核心?我們在前面幾集應該都有相當的清楚闡述,如果你還是沒有辦法理解的話,最簡單的方式就是你是賣什麼產品的那這就是你品牌的核心。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我發現有很多的企業都會選擇將流浪動物又或者是動物保護當作是品牌進行公益、盡社會責任的方向,但很有趣的是這些品牌幾乎都不是賣寵物用品,會選擇以這樣的方向去切入原因很簡單:就是因為老闆本身可能都很愛寵物、他有養狗他有養貓,甚至只是為了為了公益而公益,因此找一個比較多消費者會趕興趣的方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這種方式不代表就是錯誤,畢竟你也一樣對這個社會有所貢獻,但是他跟你的品牌核心沒有直接關聯性,這也代表你無法從企業永續發展上也落實「保護動物」的使命。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上海華與華營銷諮詢有限公司的創辦人華杉在提到他們公司客戶案例「奇虎</span><span lang="EN-US">360</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」時,在社會公益這一塊也是朝向「中國互聯網安全大會」發展,思考如何帶動中國網路安全,而不是告訴消費者:我</span><span lang="EN-US">360</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">過得多好,中國的動物保護就會多好。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以當你今天準備要回答第</span><span lang="EN-US">16</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題,你該創造什麼使命?很基本的方向就是從</span><span lang="EN-US">ESG</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提供的大架構環境保護、社會責任跟企業永續發展這些角度來做思考;哪一個是你目前有能力做到,又或者你更傾向於去做到的方向?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而你又準備要怎麼去做?打算為了達成這個使命感去做哪一些準備,或者是去做哪一些工作?而這一切又是否跟你的品牌有直接的關聯性?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">探討品牌使命感也不要把這個夢想勾勒得太大,因為當今天消費者真想了解你的品牌,他看到你給自己畫了一個非常龐大、非常偉大的夢想當成品牌使命,但是他卻沒有辦法從你目前既有線索,不管是產品還是品牌所做的任何事情,看到你正有準備往這個使命前進跡象,那他自然會對你所勾勒的這個偉大品牌使命、願景及理念無感。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有些時候不代表你沒有努力的要去做,而是當你這個夢想太過於偉大、太過於遙遠的時候,你只前進了一、兩步,消費者其實是感覺不到你正在前進。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;">------<o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後一題,第</span><span lang="EN-US">17</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">題:如果未來有品牌博物館什麼東西是你想放進去的?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題聽起來很假設性、無意義,實際上它是今天所探討的這三個問題當中最實際的一個,因為他必須要找到一個目前已經存在,又或者曾經存在於你的企業中的一個要素。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或許你終其一生都不可能會成立你的品牌博物館,但是這個虛構的問題最主要就是希望大家去盤點品牌的起始點是什麼?進而去找到對你的品牌來講最有價值的東西。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他或許是你開發的第一個產品,又或者是你開拓這個事業相當重要的一件工具。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">例如你如果是一個保養品牌,那當初為什麼決定創立這個品牌?你決定開發的第一支產品是什麼、為什麼你要開發這一支產品?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相信如果你擁有一間自己的保養品牌博物館的話,你一定會將這個第一支產品,甚至還是第一版包裝擺在這個博物館的最前面,因為它代表的是你這個品牌的起始。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以去發想「要放什麼、又為什麼要將這個東西放進你的品牌博物館中?」他就能夠讓你們想到品牌故事應該以什麼做為開頭,又或者是整個故事吸引人的地方應該是在哪裡?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個物品不代表一定就是要獨一無二,很多做餐飲的人可能都是從一台小餐車或是發財車起家,關鍵是這個物件跟你以及你的品牌之間的連結是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我看過很多的電商品牌聊到創業過程時,很多人都會講我們的品牌就是搭上</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">廣告的紅利,當時只要錢願意砸下去生意就會自動起來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你除了這一項提不出任何其他物件,從這個角度來看如果今天妳的品牌有間品牌博物館,那就只能把</span><span lang="EN-US">Facebook</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的</span><span lang="EN-US">logo</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">列印下來後裱框放在你的博物館最前面。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果你不想這麼瞎,基本上這就不會是你品牌的起始點,也跟你的品牌沒有直接的關聯度,因為他不是你品牌最有價值的東西。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果當你今天聊到你的品牌為什麼能夠創立並能夠有今天的規模時,你只想得到當初自己怎麼看到</span><span lang="EN-US">FB</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">紅利、怎麼懂得挑爆品,搭上了各式各樣的流量紅利因此取得了相當多的訂單,那我會建議你好好再回頭去審視一下自己的品牌,不管是產品、員工、甚至是某一個社會事件、市場趨勢,他都可能成為你品牌更有價值的一段故事。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那如果你想破了頭都無法想到這樣的一個要素,不管是物理性、有實質存在的一件東西,還是他是情感面的一個想法一個情緒,你完全都沒有任何的頭緒,那或許代表一件事情:你無法成為一個品牌。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="font-size: large;">即便你花再多的錢,找再厲害的代言人成為一個很多人都知道的品牌,最終你也只會成為我們先前跟大家聊過,消費者都知道,但是感知不到價值的佔位品牌。</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0tag:blogger.com,1999:blog-5360634506975306510.post-14201898567760248132022-12-08T08:12:00.003+08:002022-12-08T08:12:50.894+08:00聽說行銷│ChatGPT懂品牌定位?測試用AI來發想品牌。<p><span style="font-size: large;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAAIyPtnTmBi4j53Z5GrUZwJ1a037LNxRcxUubdQ2DvIC8D03mM5TeIG9iD0-8h9y5WpKeqK-ZP6xQHjba3xUbFQXm2ct2uj69A48Khq6Z0O9587Wkpz64Ulw8t06VGct-RsQUD77EZhSaC1aczMq0u1WtOg6k5hFfMVY2h8Fzp5cxLQf2kWsHCINs/s981/2022-12-08_07-50-01.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="981" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAAIyPtnTmBi4j53Z5GrUZwJ1a037LNxRcxUubdQ2DvIC8D03mM5TeIG9iD0-8h9y5WpKeqK-ZP6xQHjba3xUbFQXm2ct2uj69A48Khq6Z0O9587Wkpz64Ulw8t06VGct-RsQUD77EZhSaC1aczMq0u1WtOg6k5hFfMVY2h8Fzp5cxLQf2kWsHCINs/s16000/2022-12-08_07-50-01.jpg" /></a><span><a name='more'></a></span></span></div><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><br /></span></div><p></p>
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<a href="https://mktru.tw/podcast">https://mktru.tw/podcast</a><o:p></o:p></span></span></p>
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<p class="MsoNormal"><span lang="EN-US"><span style="font-size: large;"><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/ep58-%E6%AD%A6%E5%A3%AB-%E9%81%93-%E8%A1%8C%E9%8A%B7-chatgpt%E6%87%82%E5%93%81%E7%89%8C%E5%AE%9A%E4%BD%8D-%E6%B8%AC%E8%A9%A6%E7%94%A8ai%E4%BE%86%E7%99%BC%E6%83%B3%E5%93%81%E7%89%8C/id1602675749?i=1000589312655" style="background: transparent; max-width: 660px; overflow: hidden; width: 100%;"></iframe><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上週應該相當多人都有看到臉書上的朋友分享了</span><span lang="EN-US">Chat
GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">測試應用結果,我一開始都是看身邊的朋友以他們自身的專業去提出一些問題,因為大家都測試都差不多,也沒有特別想自己試試看。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">直到西班牙跟摩洛哥那一場比賽一開始實在很悶,所以我就一邊看球賽一邊開了</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從品牌定位及品牌行銷的角度去測試一些問題。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">先前看臉書上一些朋友測試,他們普遍都是以自身工作專業,像是行銷、</span><span lang="EN-US">SEO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">或文案切入,普遍結論也都是未來大家都可以不用寫一些基礎文章,因為</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的回答都已經相當的完整。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但實際上我在看了大家測試的結果之後,發現事實上那些</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所撰寫出來的文章,又或者是</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對提問者所回答的答案,如果我們將那些問題拿去</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的時候,都可以找到相當多類似答案。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當然我也有看到有一些測試者提出的問題有比較深入,甚至嘗試著與</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行對話慢慢的去推敲出更深入的測試結果,又或者是從讓</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來發想提案或智能客服的角度切入應用,這些都比發問還要來得深入許多。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也有一些測試是假設我是一個準備要去找工作的人,那我可以假扮成自己是一個面試官,那請</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來擔任他是一個求職者,他又要如何在我的產業當中表現自己可以勝任這份工作?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也有看到有一些應用方式是請</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來擔任一個業務員,然後推銷某一件產品,而用戶可能就會是扮演客戶的角色來回應</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">並且提出問題,看</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如何嘗試銷售產品。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些測試出來的結果其實還蠻有意思,只是想要應用得越深入,前提問題可能就要設定許多控制項,這跟我們真人對談還是有些差別。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我後來主要是針對品牌行銷以及品牌定位,包含模擬假設我今天要推出一個耳機品牌,</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">會針對這個品牌提出什麼樣的品牌行銷及品牌定位建議,最後究竟得出什麼結果?就是這一集要跟大家討論主軸。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一集也會討論幾個重點,首先就是到底會不會像我在臉書上看到大家測試後結果那樣,覺得有</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">之後我們都不需要自己寫文章、不需要去產出內容、不需要寫文案了?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">包含我會去測試</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">也是因為就是球賽很悶的時候,看到李柏鋒(鋒哥)他透過</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">規劃一套理財課程大綱及課程方向,出來結果還蠻到位,我就想:欸那我如果用品牌行銷課程角度測試,不知道又會如何?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實一直以來都有相當多人針對</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">提出自己的意見,樂觀看法便是</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的出現並不是為了去取代我們目前正在進行的工作,而是去簡化我們工作中可能會有的一部分瑣碎且不是這麼重要的工作。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那麼究竟上面這兩個論述哪個才會是</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">真正可以帶來的生活改變?這就是我們這一集想跟大家聊的主要重點。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">實際上就我的觀察,我看了臉書上很多的朋友測試</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">後的結果,就像前面我提到這些東西我在</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">上面搜尋,可能都會找到很多類似文章。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">要學習一定要有基礎資料,而這些基礎資訊很有可能就是已經存在於網路上的大數據以及各種資料,所以與其說有了</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以及</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個工具後,我們不需要再去產出內容,不妨可以說:或許這些很基本的內容早就已經有人寫好並放上網,本來就不需要後進者額外花時間在這些事情上面瞎琢磨。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">對於行銷到底會產生什麼樣的轉變?先前在疫情比較嚴重期間,政府有一系列針對餐飲及零售業的數位行銷課程,當時我與商研院合作有負責當中的一部分系列課程,我在這系列課程中規劃的其中一堂課就是談「數位轉型」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上要探討數位轉型,對很多中小企業來講可能都太過於深入,更不要講是針對一些開餐廳又或者就是開個小賣店的零售業者。當時我在跟他們討論數位轉型的重要性時,有去提到</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">已經是一個現在進行式,而最有可能會在短時間之內導入到餐飲以及零售業行銷應用上的就是智能音箱及語音助理。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當時我就直接把我的手機拿起來,然後請</span><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">推薦中午要吃什麼比較好?</span><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">聽完我的問題後,把離我當時位置比較近的幾家餐廳分別開出來,這些餐廳排序是依據網路上面的評價來做排列。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著會從第一個開始進行介紹,跟我講這些餐廳在網路上評價是多少分、然後詢問我是否需要撥打電話過去,還是幫我規劃路線?如果他推薦的第一家餐廳我並不喜歡,可以跟她講不要,接著她就會再繼續介紹第二家,流程就跟先前一樣。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這其實就是我們有可能在找餐廳,又或者我們目前正在開車、騎車不方便使用手機的時候,會有的消費者應用場景。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">相同的應用場景也存在於零售業,我們也可以詢問</span><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小姐,又或者是其他智能音箱當中的語音助理,你們可以問他類似「情人節禮物送什麼?」這類問題,語音助理會依據你詢問方式不同,可能會開出網路上面的搜尋結果,例如「情人節禮物推薦送什麼?」的文章,又或者他會把離你最近的幾家花店通通列出來。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我們不要去講對中文辨識能力又更加強大、更有智慧的</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,單講手機裡面的</span><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">又或者</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小姐這樣的智能語音助理,就已經可以做到這個程度,而這也是</span><span lang="EN-US">Amazon</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">現在正在進行的工作,讓消費者可以不用按任何的按鈕、不用打開任何的網頁,只要動一動嘴就可以立刻下單購買。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">那我當未來智能音箱又或者是各種</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">智能機器人,正式成為我們行銷當中不可或缺工具時,我們該如何透過這些工具觸及到消費者?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果以前面提到,不管是目前熱門的</span><span lang="EN-US">Chat
GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,還是</span><span lang="EN-US">Siri</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Google</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">小姐這類行動應用場景來看,你必須要先了解當</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成為未來購物或者消費樞紐,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的資料究竟會從哪裡撈取?你就必須要先到這一些</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">撈取資料的數位場域先佔好位置。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來聊聊我的測試結果,因為是看鋒哥測理財課程規劃,最後建立了一套我個人覺得還不錯的課程大綱,所以我先試了「品牌行銷課程」跟「品牌定位課程」如何設計?</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><br /></span></div><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgsdOtKRS1b-5e1u1PCsXz-_NgC__gLaaEMHEZJZsteDCK08RryKVPPU-mZQwzQBVeJh671aieKNOsmG6E6_1EzbLfA6TNdWcEYFLixXhhlplr_CTwGFgiUYokpH-iKQG85qt8Un50k2qD4IttxbKuLhoyoi-pTMTWsk-P6Z9q5GVzXWKUq7fd2llD/s720/2022-12-07_00-24-21.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="427" data-original-width="720" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgsdOtKRS1b-5e1u1PCsXz-_NgC__gLaaEMHEZJZsteDCK08RryKVPPU-mZQwzQBVeJh671aieKNOsmG6E6_1EzbLfA6TNdWcEYFLixXhhlplr_CTwGFgiUYokpH-iKQG85qt8Un50k2qD4IttxbKuLhoyoi-pTMTWsk-P6Z9q5GVzXWKUq7fd2llD/s16000/2022-12-07_00-24-21.jpg" /></a></span></div><div class="separator" style="clear: both; text-align: center;"><span style="font-size: large;"><br /></span></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌行銷課程測試結果,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給我的回覆,我個人的感覺就很像有臉書好友測試完之後結論:</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">其實就是在講一些我認知中的幹話,他丟給我的這些內容大致上就是如果想要設計一套品牌行銷課程,可能要先確定課程目標,接著要建立課程大綱,然後選擇你的教材後開始設計一些課程活動,並且要評估學員的學習成果。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">原則上這些內容都沒有錯誤,這是一套非常完整的課程規劃邏輯,但是並不專屬於品牌行銷課程,也就是說你要套用任何的課程,不管是要教</span><span lang="EN-US">SEO</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、數位行銷還是電商,都可以利用這套架構下去規劃你的課程。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh57JQSxUsn5eG37owr1eE4RyFOIQsND8gF8np0z-V6ja3JCWiLDl2K9nQSWq0RpI5o5BWiRGERZHAVosJOJ9ilhnt1UkHhgT7JSfgVsQTJiKj6xAez28MwxrNa8BvEzheHGwcykSPbJ9Eqvl0izjZL_4SWJ-2my_XUCJi7ITyiSbKo9U6kWeR6jZI0/s739/2022-12-07_00-24-40.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="369" data-original-width="739" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh57JQSxUsn5eG37owr1eE4RyFOIQsND8gF8np0z-V6ja3JCWiLDl2K9nQSWq0RpI5o5BWiRGERZHAVosJOJ9ilhnt1UkHhgT7JSfgVsQTJiKj6xAez28MwxrNa8BvEzheHGwcykSPbJ9Eqvl0izjZL_4SWJ-2my_XUCJi7ITyiSbKo9U6kWeR6jZI0/s16000/2022-12-07_00-24-40.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但品牌定位課程這部份就相當有意思,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給了我非常完整的</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">個課程方向。第一項建議要先做品牌定位的概念跟目的,以及他對企業發展的重要性說明;第二個就是要討論如何進行品牌定位分析,包含了市場調研、競爭分析及客戶需求分析等等;第三項則是談如何確定品牌定位,主要是確定目標市場、品牌價值觀跟品牌定位句子等;第四個課程方向則是如何將品牌定位落實到企業的產品服務溝通和行銷策略當中;最後一項則是如何監控和評估品牌定位的有效性,並即時調整品牌定位策略。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">老實說我在看完</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所設定的這個品牌定位課程時是有嚇到,因為如果有聽我前面幾集聊品牌定位的應該就會知道,這整個架構跟主軸基本上跟我們目前使用了這套品牌定位架構幾乎是一模一樣。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到底會不會取代我們目前行銷人員?甚至先前就很多探討數位轉型相關論述時,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">人工智慧相關的專家顧問都有提到最有可能被取代的工作者反而是醫生、律師、法官跟會計師這些三師金飯碗。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">透過上面品牌行銷課程及品牌定位課程,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行規劃結果,大家應該心中有一點點答案;接著我就來跟大家聊一聊我進行的第二部分測試,這部份我更進一步地深入到企業端應用,嘗試詢問</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如何經營才能成為好品牌?</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1ZNeBQsDyeTjq9HBOQUE_AhK6t_maWu6ySq1a9ByW42sWKj1rFNPLeOZaIu64SvL6Kz7YtY1_qAinQ8spuwG1za-0C8Y8TyP9kbQN2AbFQ5VoNPycuspR1gbo3_e_cNymDa9QXIzk_ryW4osR3F8Lbp52GAyFIvA9rszR-L4GV2vMHCS0SjQWZyCb/s736/2022-12-07_00-27-41.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="514" data-original-width="736" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1ZNeBQsDyeTjq9HBOQUE_AhK6t_maWu6ySq1a9ByW42sWKj1rFNPLeOZaIu64SvL6Kz7YtY1_qAinQ8spuwG1za-0C8Y8TyP9kbQN2AbFQ5VoNPycuspR1gbo3_e_cNymDa9QXIzk_ryW4osR3F8Lbp52GAyFIvA9rszR-L4GV2vMHCS0SjQWZyCb/s16000/2022-12-07_00-27-41.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">針對這個問題,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">又給我什麼樣的答案呢?他給一樣給我</span><span lang="EN-US">5</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">點建議:第一、你要有一個清晰的品牌定位;二、要有獨特的品牌風格和形象;三、要有優質的產品和服務;四、要有穩健的品牌行銷策略;五、要建立起良好的品牌壓軸而且這個壓軸要能夠維持品牌的一致性和專業性。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上這部分答覆又回到我們前面提到狀況,可能是一些已經有人寫過的文章內容,又或者是教科書當中的答案,但這些東西對於初學者來講,他們一看一定會覺得相當的受用,因為這絕對是不會出錯的答案。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">接著我更深入模擬自己正要創立一個耳機品牌,請</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">幫我進行「品牌名稱發想」「品牌定位建議」以及「產品開發建議」跟「品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">建議」。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個應用場景基本上就是一個完全沒有想法的人,當他想要創業的時候,決定靠</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來幫他搞定這些品牌行銷工作的應用場景。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyvCmANIA7YKPnEZKB5OcdrlXlMrjsee2ZgKaTUCpcVC_Bzi0S3RBSWvkKMTCDVXxnv87u8NiC70TIajLiju63c36kLBTacWmpqN--y4jeiEnXla9baFZL4MYSwlBgiK8GFGnVK7_CMbJIJvSupWaWMZD0dHRw4I1iWEgMqjZdR2da53U--zaOBw9l/s730/2022-12-07_00-37-18%20-%20%E8%A4%87%E8%A3%BD.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="485" data-original-width="730" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyvCmANIA7YKPnEZKB5OcdrlXlMrjsee2ZgKaTUCpcVC_Bzi0S3RBSWvkKMTCDVXxnv87u8NiC70TIajLiju63c36kLBTacWmpqN--y4jeiEnXla9baFZL4MYSwlBgiK8GFGnVK7_CMbJIJvSupWaWMZD0dHRw4I1iWEgMqjZdR2da53U--zaOBw9l/s16000/2022-12-07_00-37-18%20-%20%E8%A4%87%E8%A3%BD.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如果單就「品牌定位建議」跟「產品開發建議」來談,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給出來的答案一樣都是一些不會錯的政治正確答案,例如「品牌定位建議」方面,他建議我可以朝向「高品質」「設計」「性價比」「環保」跟「創新」這些角度去做為我的定位。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOMYKwpKRVy6RWCXaLgUATBsmN--5c0w9AsjeplPoXEJHWaINyc1tjf62ij6KYQYrioALZ6zyJuNQNXcXyF7cmvc849B62RgDJxIG4nKwz08RBMaFtEaPlrMUwUQcDmk-eA_JCibKLd0ZcnolITRw0nwFV4X0ip4oeJh-JUGuXJL92RVdwrU3d2ezm/s730/2022-12-07_00-37-18.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="513" data-original-width="730" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOMYKwpKRVy6RWCXaLgUATBsmN--5c0w9AsjeplPoXEJHWaINyc1tjf62ij6KYQYrioALZ6zyJuNQNXcXyF7cmvc849B62RgDJxIG4nKwz08RBMaFtEaPlrMUwUQcDmk-eA_JCibKLd0ZcnolITRw0nwFV4X0ip4oeJh-JUGuXJL92RVdwrU3d2ezm/s16000/2022-12-07_00-37-18.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而產品開發方面,它的建議則是「加強產品研發」「強化產品品質」「拓展產品系列」「改善產品服務」跟「增強產品形象」,基本上如果花大錢找一家品牌顧問公司,他對你提出這樣的建議時,應該是會被你砲轟,因為你只覺得自己花了錢買到一堆教科書裡的幹話。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是針對品牌名稱建議這方面,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給出了一些答案我個人就覺得相當有意思。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy49uyLfLaH2hIhHTA5Jl9zCR887kfPsV26RqNvO0gmIbVGTUgQkWjGUFrZcMCpfAL3V3HVXY3YN03dxOlipXzptzvxj7O6qaicn2tLcmPLbr-BmCpyAS9hpaWl9BahOyaolXN3B_sLRhJ5MAbwIY2-e7UwK8Ub53iOky8KFxImeMLtJR15KyMO6D0/s730/2022-12-07_00-37-18%20-%20%E8%A4%87%E8%A3%BD%20-%20%E8%A4%87%E8%A3%BD.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="376" data-original-width="730" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiy49uyLfLaH2hIhHTA5Jl9zCR887kfPsV26RqNvO0gmIbVGTUgQkWjGUFrZcMCpfAL3V3HVXY3YN03dxOlipXzptzvxj7O6qaicn2tLcmPLbr-BmCpyAS9hpaWl9BahOyaolXN3B_sLRhJ5MAbwIY2-e7UwK8Ub53iOky8KFxImeMLtJR15KyMO6D0/s16000/2022-12-07_00-37-18%20-%20%E8%A4%87%E8%A3%BD%20-%20%E8%A4%87%E8%A3%BD.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">他給了我幾個像是</span><span lang="EN-US">Soundwave</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">Sonic</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以及</span><span lang="EN-US">Melody</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這一些單字,這些品牌名稱的解釋都是簡潔、明快啊,而且相當適合與音樂、聲音或者是耳機產生連結。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但是基本上當我們今天真的想要創立一個品牌的時候,這一些單字型品牌名稱可以使用的機率已經相當低,當然如果從中文的角度來講像是「聲浪」「音速」「旋律」「聲學」這些單詞可能會成為是一個基礎要素,甚至於今天你要把你的耳機品牌命名叫</span><span lang="EN-US">Sonic</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">(恩速)表現你賣的是個聲音裝置,同時連線速度又非常快,所以你可以產生低延遲,其實也未必不行。</span></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMx6o9SzaMea6xbhddp0Aoxjej9IaKEsVyP4kMOWbrvBCeuoVfbAvnULulTwvgNxQT_5Zqn_TnZaB1boUhnu2A1xiD-gghO1x0hGJ4Yzx-9On4GVzHszA7dsFEndZRpqZT3KfmB6up4VS0d75Y9HJiEqi0GjwTp0WG5wJ7QGy7f5ufD9g6exgibOAi/s736/2022-12-07_00-54-54.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="511" data-original-width="736" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjMx6o9SzaMea6xbhddp0Aoxjej9IaKEsVyP4kMOWbrvBCeuoVfbAvnULulTwvgNxQT_5Zqn_TnZaB1boUhnu2A1xiD-gghO1x0hGJ4Yzx-9On4GVzHszA7dsFEndZRpqZT3KfmB6up4VS0d75Y9HJiEqi0GjwTp0WG5wJ7QGy7f5ufD9g6exgibOAi/s16000/2022-12-07_00-54-54.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">品牌</span><span lang="EN-US">Slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">方面的建議,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給出來的答案反而因為品牌</span><span lang="EN-US">Slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本來就比較籠統,我反而覺得還不錯,類似像「</span><span lang="EN-US">The
sound of quality</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」「</span><span lang="EN-US">Hear the difference</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」「</span><span lang="EN-US">Feel the Music</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」這些要用來當作品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上並沒什麼毛病,也能表現你們的定位想要呈現特點是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但還是有個美中不足的地方就是沒有差異化,任何一個與音樂、聲音有關的品牌都可以使用這些</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">到此對於</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">如何應用在工作上,大家應該又有一些比較完整且清晰的想法,當你完全沒有任何的構想,或者是沒有任何的</span><span lang="EN-US">idea</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">時,你把這些問題拋給</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,他可以給你一些方向。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而這些方向就很像是食材,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">建議你可以買這一些菜,但是當菜拿到手時,如何將這些食材變成是一道料理,而且是具有獨特風味的料理,就取決於你下廚的功力。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從這個角度我又更進一步的詢問</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">更深入的問題,如果我今天不單單只是要推出一個耳機品牌,而且我有很明確的方向:我所推出耳機產品訴求頂級工業設計,而在音質方面則訴求中頻跟高頻的分離度清晰,特別適合聽多樂器編制。在這樣的前提下,我進一步詢問</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">有沒有品牌名稱以及品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的建議?</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBeA-D4PymgamHQqxG9I8IUvrpwDGtJ9Oty7ivzs9K2WLmLWFarWFQ_LyQOmFg46kkfVLdl0g6ZS0-L_PFCAmD7s7l23rAGr4yGNSUqxO0CYvVMeMLC_zCetVu7H1i-HaOJYf35Eim5r1dBjuO40AwlYH5B7WATvUxlLjqn5RfAjLQbBUbe3rCWe5E/s733/2022-12-07_01-01-29%20-%20%E8%A4%87%E8%A3%BD.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="505" data-original-width="733" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgBeA-D4PymgamHQqxG9I8IUvrpwDGtJ9Oty7ivzs9K2WLmLWFarWFQ_LyQOmFg46kkfVLdl0g6ZS0-L_PFCAmD7s7l23rAGr4yGNSUqxO0CYvVMeMLC_zCetVu7H1i-HaOJYf35Eim5r1dBjuO40AwlYH5B7WATvUxlLjqn5RfAjLQbBUbe3rCWe5E/s16000/2022-12-07_01-01-29%20-%20%E8%A4%87%E8%A3%BD.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在品牌名稱方面</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">建議我可以將品牌命名為「</span><span lang="EN-US">Polyphony</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」「</span><span lang="EN-US">harmony</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」這類名稱,就是從多樂器這個角度出發,同時去強調適合交響樂、協奏啊,又或者是各音節之間是和諧等意象,但還是沒有擺脫以單字為主的方向。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEWublxW7-OjVi9GNzgFdiJrlmrkSc-MiQ6buwV0kppQNq-bLKU_TcaLpuQg4Ve-6roI5P4aIQdVSB59xclMb7uHecZYgPWssdmAkriz3iDE9rXxFzWKkML13bRWCcvog444mh9sEGvsf5HNa0g5e_wG2e0s4xHhgdyzUcYlEPlZL7RfS9V_UIE7yY/s733/2022-12-07_01-01-29.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="505" data-original-width="733" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEWublxW7-OjVi9GNzgFdiJrlmrkSc-MiQ6buwV0kppQNq-bLKU_TcaLpuQg4Ve-6roI5P4aIQdVSB59xclMb7uHecZYgPWssdmAkriz3iDE9rXxFzWKkML13bRWCcvog444mh9sEGvsf5HNa0g5e_wG2e0s4xHhgdyzUcYlEPlZL7RfS9V_UIE7yY/s16000/2022-12-07_01-01-29.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">而品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">一樣只是把我補充提供的線索跟訊息放進去先前建議的那些耳機品牌</span><span lang="EN-US">Slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">中,例如前面那一個單純只討論耳機品牌時,那一句「</span><span lang="EN-US">The sound of quality</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」變成「</span><span lang="EN-US">The sound of polyphony</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">」將品質轉變成多聲部。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以透過上面這些測試,</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">會不會取代行銷工作者或者是創意工作者?大家心中的答案也已經相當清晰了。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這個問題在先前圖像及插畫設計</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">出現時,已經有相當多的設計及插畫工作者給我們提供答案。有許多插畫工作者,後來嘗試先將希望建立的圖像又或者是一張設計圖購買丟進</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">中,讓他跑出一些測試圖後再以這些圖像作為基礎進行修改及優化,讓這些</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所繪製出來的圖變成插畫家自己真正的作品。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這就我上面這一些關於品牌行銷、品牌定位、品牌</span><span lang="EN-US">slogan</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以及品牌名稱測試相同概念,雖然說單字型的品牌名稱我們並沒有辦法直接去使用,但是我們在命名英文名稱時,有些時候會透過拼湊字首、字根或字尾方式進行造字,又或者可能會將兩個不同的單字拼湊成一個新的、沒有人使用過的名稱。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">更不要講如果從中文的角度出發,我們可能能夠激發出更多的創意跟想法,在</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的幫助下可以省掉很多創意發想的時間,如果就一個行銷服務或創意服務的代理商角度來看,這些工作可能過去都會是透過助理來進行資料蒐集,而如果有</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">情況之下你們就可以省下這些請助理的人事費用。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">換個角度說,如果一個社會新鮮人有辦法應用好</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,那又會產生什麼提昇?或許這就是未來求職時新鮮人表現自己價值方式。其他也有許多人利用</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">來測試自動化客服,或者發想如何寫客服信這些應用方式對相關工作能帶來什麼提昇跟影響,也相當值得思考。</span></span></p><p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p></o:p></span></p><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjF4ZSsC-jKm8akhSmB1hJa1qmR_EF5udMJ_HEb_387RZzBBPTM7dv_EHcdYwBXmDQlLqiY-s5aTMwTIsNPxAZyhk8oQYQZ1arcFIra10HkzbqYqH8IQASe5bmkiPIYmFQItDqRd61z35oyoN12AIbupjgsE7rtzttqFeFsgmv6XOJTXCkca7efPhlp/s735/2022-12-07_00-26-20.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="344" data-original-width="735" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjF4ZSsC-jKm8akhSmB1hJa1qmR_EF5udMJ_HEb_387RZzBBPTM7dv_EHcdYwBXmDQlLqiY-s5aTMwTIsNPxAZyhk8oQYQZ1arcFIra10HkzbqYqH8IQASe5bmkiPIYmFQItDqRd61z35oyoN12AIbupjgsE7rtzttqFeFsgmv6XOJTXCkca7efPhlp/s16000/2022-12-07_00-26-20.jpg" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><p></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">我後來其實還有進行幾項跟行銷無關測試,例如我去詢問</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">關於佛教的問題,我問:波若波羅蜜多心經中的舍利子是什麼意思?</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給出來說明其實不少,他跟我解釋了心經在佛教當中具備什麼樣的地位,以及他最主要在描述什麼?他也用了兩大段來跟我講舍利子在佛教經典當中的解釋是什麼?</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些答案都沒有任何的錯誤,但是當我今天問題是詢問「舍利子這個詞在波若波羅蜜多心經當中是什麼意思?」時,他的方向就完全就是錯誤,因為舍利子在心經當中其實就只是佛陀一個弟子的名字而已。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這其實也驗證</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">多數時候只是把已經存在於網路上這些基礎或高比例資料整理完之後,針對我們的問題提供給我們。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">但就如同我前面所說,這並不能代表</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">不具備價值,因為我在進行上面這些測試時,</span><span lang="EN-US">Chat
GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">給我答案的時間可能都是瞬間,真有些問題語意上比較困難跟複雜,可能轉圈圈也只花了大概不到</span><span lang="EN-US">30</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">秒就開始跑出答覆。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大家可以想一下即便今天</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所提供給你的這些答案在網路上都有,但是當你自己要去把這些資料都找出來要花多少時間?要將這一些資料都彙整成答案又要花多少的時間?而透過</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,這些事情你都不需要去做了,你省下的時間其實就是</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可以為你的工作帶來的價值。</span><span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以上就是我針對這陣子很紅的</span><span lang="EN-US">Chat GPT</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進行的一些測試,如果還有人沒有測試過,我會把這個</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">系統的網址放在資訊欄,有興趣的人可以自己去玩一下。</span><span lang="EN-US"><o:p></o:p></span></span></p>
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<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span lang="EN-US"><span style="font-size: large;">ChatGPT >>> <a href="https://openai.com/blog/chatgpt/">https://openai.com/blog/chatgpt/</a><o:p></o:p></span></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p><span style="font-size: large;"> </span></o:p></span></p>
<p class="MsoNormal" style="mso-char-indent-count: 2.0; text-indent: 24pt;"><span style="font-size: large;"><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">基本上經過我自己的測試,還有身邊一些臉書好友測試出來的結果,我們可以知道:</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">除了需要大量背景資料來當作答覆基礎外,如何問對問題也是這個</span><span lang="EN-US">AI</span><span face=""新細明體",serif" style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">系統能不能發揮功效相當重要的關鍵因素</span></span><span lang="EN-US"><o:p></o:p></span></p>小嚕http://www.blogger.com/profile/10196200465585397929noreply@blogger.com0