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Jingdong book

大融合:互联网时代的商业模式

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全球非常具有影响力的大数据营销机构,思科、奔驰、可口可乐、宝洁、微软、IBM、支付宝、海尔等一流企业所推崇的商业模式创新者——睿域集团CEO、CTO倾情合著。
科技正在改变商业的方方面面,全世界的信息和媒体都是在线的,之前商业世界的好多假设已经不再正确,事物发展的速度越来越快,《大融合》将帮助那些渴望在互联网时代成就一番冒险事业的企业或个人做好以下几件事:
* 根据消费者体验重新组织企业,为消费者体验之旅中的每一个环节指定专人负责。
*将科技手段注入营销全过程,做好服务,而不是宣传。
*大胆构想事物之间未曾发现的联系,鼓励各类人才、各种观点的交融。
*吸引聪明的创意人员,为他们打造开放式的成长环境。
*利用大数据,创造个性化的体验,抛弃静态的、放之四海皆准的单一体验。
*将云计算技术作为常备工具
*将产品的价格透明化,迎接价格比较的挑战,制定出可以展现自身价格优势的方案。
*加入“App提供大赛”,不断满足消费者的新需求,帮助消费者实现目标。
*发展全渠道商务模式,整合线上线下系统,为消费者提供一致的体验。
*尝试将普适计算的想法投入到产品、服务、营销和运营过程中,抓住普适计算这个大机遇
*成功引入敏捷方法
Content Description

大数据和创意的大众化,互联网思维的发展,下一代科技的呈现,使得身处这个时代的大小企业都不得不快改变现有的商业模式。未来的赢家恰恰不是那些能很快掌握时髦术语的公司,而是专注于消费者体验的公司。
本书作者来自世界特别大的数字营销机构、移动互联网时代非常具有影响力的商业模式创新者—睿域公司。鲍勃·罗德曾任睿域公司全球CEO,雷·维勒兹是睿域公司全球CTO。两位作者指出,在这个消费者说了算的世界,必须彻底改变传统的商业模式,将营销和科技完美“融合”,进而创造出极致的客户体验。
《大融合:互联网时代的商业模式》既分析了思科、奔驰、谷歌、微软、亚马逊、苹果等科技创新型企业的融合实例,也给普通企业画出了商业融合的路线图,解释了云计算、大数据、普适计算、API等在融合中的重要作用。这是一本企业未来生存手册,论何种类型的企业,只要还希望产品营销做得更好、经营获得成功、生意持续兴旺,那么必读此书。
Author Description

鲍勃·罗德(Bob Lord)睿域公司全球CEO。他起初是一名工程师,后对营销产生了浓厚兴趣。他领导着阳狮集团旗下世界上非常大的数字代理网络。鲍勃是TED社区的活跃分子,参与创建了Nantucket项目。

雷·维勒兹(Ray Velez) 睿域公司全球CTO。他负责软件开发周期研究,从软件的构思到首次推出,他都全权负责。他和花旗集团、福特汽车公司、美国国家橄榄球联盟都有合作,曾在剑桥技术合作公司(Cambridge Technology Partners)工作过。
Comments

《大融合》很好地解释了为什么营销和科技以前所未有的态势交织,你的企业该如何做才能更好地适应这一趋势。如果你正在寻找互联网时代的创新商业模式,让企业在市场秩序被打乱的时代繁荣发展,那么这本书就是为你准备的。

蒂姆·阿姆斯特朗(Tim Armstrong)
AOL公司主席兼CEO


我们正处于科技和营销相互交融的时代,作为CEO,我知道理解和适应这种强大的变化是至关重要的。《大融合》不仅仅解释了诸如大数据、云计算、普适计算等全新科技手段的价值,还解释了领导者该如何赋予团队持续发展的力量。它应该会引发一些非常有意义的交流。
山塔努·纳拉延(Shantanu Narayen)
Adobe公司总裁兼CEO

《大融合》展示了建立在合作创新基础上的未来视角,通过剖析AXE、奥迪、奔驰、亚马逊、苹果公司、谷歌等企业植入融合性思维、带来市场新秩序的过程,展示了令人信服的未来图景,那时创意与科技相互交融,大数据将成为非常有力的武器。

保罗·肯普罗宾逊(Paul Kemp-Robertson)
Contagious Communications杂志共同创办人兼主编
Catalogue

第一部分 融合= 科技+ 营销+ 大数据
第一章 没有边界的互联网时代:
新媒体、新科技和新创意的碰撞
互联网时代前后的媒体
互联网时代前后的IT 技术
互联网时代前后的创意
别让组织结构妨碍消费者体验
融合型商业模式的五大准则
第二章 站在大数据平台,讲好品牌故事
广告狂人之死与创意科技师之生
科技引发创意大爆炸
合作与众包
让品牌意识成为服务意识
第三章 大数据创造极致体验
奥巴马如何用数据守住白宫
企业在大数据运用方面任重道远
大数据如何帮你获得三位数的投资回报率
不要站在亚马逊模式的对立面
利用大数据做好定位
第四章 云催生绝妙创意
抓住云的真谛
那些著名的云服务提供商-从亚马逊到谷歌
云的两大优势-便宜、快捷
云的第三大优势-催生创意
用云来处理云的问题
第五章 营销成为商务,商务成为营销
商店已死,商店万岁
零售商面临的挑战
保持消费者体验的一致性
大型零售商如何创新
中小零售商如何创新
第六章 新媒体,新挑战
被移动设备宠坏的顾客如何使用媒体
广告预售阻碍媒体策略创新
智能化广告与原生广告
转变媒体策略,用好新媒体
第七章 下一波机遇藏在普适计算之中
未来,可穿戴电子产品将融入生活
被连接的家
基于科技的创意改变生活
企业如何抓住普适计算带来的机遇
/ 第二部分 商业融合路线图 /
第八章 植入融合思维
融合颂歌
找到有远见的领导者
灵感击毁一切
建一艘大船
画出自己的路线图
运用可视化技术,同时算好账
第九章 改变企业结构
首席数据官的成长
自下而上的解决方案
创建跨部门的项目组
在营销和IT部门内设立新职位
奔驰如何处理营销与IT 部门间的合作问题
建立合作的文化
第十章 改变工作流程
改变评估方式
改变规划模式
改变预算方式
像软件公司那样思考
改变薪酬体系
第十一章 敏捷方法实现融合
个体与交互胜过过程与工具
可以运行的软件胜过面面俱到的文档
客户合作胜过合同谈判
响应变化胜过遵循计划
我们如何使用敏捷方法
与海外团队协同工作时,敏捷方法必不可少
如何开始使用敏捷方法
最后的思考
致 谢

Book Abstract

而利用各种数据平台发布广告可就不同了。
平台变化如此频繁,它们甚至都能被看成活生生的、会呼吸的事物。这也是为什么这些平台常被称为生态系统。像任何一种生态系统一样,平台也受到许多内外部因素影响,诸如新版本更新、消费者的状况、第三方开发者的工作情况等。为了理解平台,就需要构建深入的技术合作关系。对平台来说,设计品牌体验更像是设计软件而不是构思电视广告。你不用向NBc或MTV电台的工作人员示好,让他们播放你的新广告。如果你和微软或苹果等其他大型操作平台的关系不错,那肯定对你有所裨益。因为他们会让你在他们的平台开发之初就人驻,并帮助你理解下一代平台迭代的模式、新平台如何运作等。
下一代的平台技术和品牌呈现之间有以下三大趋势:创意的民主化、合作的增加、将品牌重新想象成一种服务。三者对于未来的商业活动都有很大的影响力。三者结合会重新塑造营销组织和广告机构的创作过程。为了让你理解它们如何运作,我们将深入研究这三种趋势。不过在这之前我们需要后退一步,先看看创意过程一直以来都发生过哪些变化。广告狂人之死与创意科技师之生
很多人对广告创意的认识可能来自于《广告狂人》这部获奖颇多的剧集。它讲述的是20世纪60年代纽约一家广告公司的奋斗与辉煌历程。主人公唐·德雷普(DonDraper)出生于大萧条时期,是一名越战老兵,在广告业第一波创意革命潮流来临之际因为颇有想法而崭露头角。那时正是比尔·伯恩巴克的“柠檬”(不合格的车)“想想小的好处”这样的广告创意盛行的时代,这些创意使得一些大众品牌峰回路转、广受欢迎。
对德雷普来说,创意过程是这样的:宿醉之后晕沉沉地走进办公室,喝点咖啡,或者再吃个甜甜圈,在沙发上小睡一会儿,然后开会,朝下属大嚷大叫,面见客户再怒气冲冲地把他骂走,吃顿配有威士忌的午餐,再睡一觉,朝人大喊,再睡,最后在5点钟下班。
尽管对这个过程的描述有些夸张,但确实从一定程度上反映了当时的广告行业对于创意的理解。几十年来,广告创意者就像是业余电影制作人,他们自编自导,有时甚至在自己的“电影”里充当主演。他们会对某个创意施加最大的影响力并创造发行出“电影”。20世纪90年代中期,资深创意总监——唐·德雷普在现实中的角色,有着巨大的掌控力。他们的创意来自于长时间的规划、闭门苦想、高昂的制作开支,还要由付费媒体特别是电台进行巨额投资。能获得戛纳金奖的影视广告作品(戛纳国际广告节相当于广告界的奥斯卡),可不是随随便便就能创作出来的。其创意总监,往往是受挫的小说家或剧作家,他们在广告界努力创作出卖座的艺术作品。
现在,这些都改变了。尽管大预算的电视广告对某些品牌仍然很重要,但它们也只是营销活动的一部分。受到启发的企业明白电视时代的传媒特征需要被重新思考(即便不是被整个推翻)。过去只有个体的构思,如今有了合作;过去是反馈或迭代,现在则是共同创作;过去需要创意的地方,现在有了专门的创意技术师,技术在此过程中发挥了巨大作用。
现在回忆起来,在数据营销早期,全是弹出层和横幅广告,传统的广告创意被硬塞人一系列所谓的专为互联网设计的广告模板中。这是整合营销传播时期,企业开始尝试理解日益增加的消费者接触点。
……

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