lbk60ox 发表于 2024-9-3 17:29:50

将来市场营销的六大价值（下）：创造企业价值


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">上篇回顾：<a style="color: black;"><span style="color: black;">将来</span>市场营销的六大价值（上）：创造客户价值</a></span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">在上篇<span style="color: black;">文案</span>中，<span style="color: black;">咱们</span>介绍了Marcaps创始人提出的<span style="color: black;">将来</span>市场营销的“客户价值”，即“交换价值”、“体验价值”、“参与价值”。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">本篇<span style="color: black;">文案</span><span style="color: black;">咱们</span>将继续讲述<span style="color: black;">将来</span>市场营销的其他三个价值，即“战略价值”、“运营价值”和“知识价值”，它们都属于市场营销所能<span style="color: black;">供给</span>的“公司价值”。</span></span></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">03 <span style="color: black;">将来</span>市场营销的三大“<span style="color: black;">机构</span>价值”</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">市场营销<span style="color: black;">分部</span><span style="color: black;">亦</span><span style="color: black;">能够</span>在“战略价值”、“运营价值”和“知识价值”三个方面为<span style="color: black;">机构</span>创造内部价值，促进<span style="color: black;">机构</span>营收增长。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1. 战略价值（Strategic Value）</span></span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因为</span>市场营销团队经常得到来自市场和客户的直接反馈，<span style="color: black;">她们</span><span style="color: black;">一般</span>会更快<span style="color: black;">发掘</span>现有<span style="color: black;">制品</span>的优化方向，推动新<span style="color: black;">制品</span>和<span style="color: black;">商场</span>模式的发展。</span></strong><span style="color: black;"><span style="color: black;">她们</span>有能力<span style="color: black;">发掘</span>营销增长机会，<span style="color: black;">创立</span>新型平台，<span style="color: black;">帮忙</span><span style="color: black;">机构</span>进入新的类别<span style="color: black;">乃至</span>行业。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">谷歌市场营销团队<span style="color: black;">经过</span><span style="color: black;">持续</span>扩大其品牌<span style="color: black;">道理</span>，推动内部生产能力的<span style="color: black;">加强</span>，<span style="color: black;">因此呢</span>顺利进入自动驾驶汽车的赛道。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">能量饮料红牛<span style="color: black;">亦</span><span style="color: black;">一样</span>突破了品类界限，<span style="color: black;">经过</span>成功创建体育和生活方式平台“红牛<span style="color: black;">媒介</span>之家”<span style="color: black;">得到</span>了<span style="color: black;">海量</span>的营销增长和忠实客户。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/86a11ba6cec54a3e88e3ec4a93934376~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=7lpzKpC5xWg1Xmx%2BtzqHzuUwyNg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场营销团队还<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">机构</span>从现有资产或实践中<span style="color: black;">发掘</span>新的收入<span style="color: black;">源自</span>，例如售卖营销数据和营销活动。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亚马逊的<span style="color: black;">宣传</span><span style="color: black;">分部</span>从<span style="color: black;">制品</span>赞助、<span style="color: black;">移植</span>、创建品牌特定商店中<span style="color: black;">得到</span>了100亿美元的收入。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">塔吉特<span style="color: black;">机构</span><span style="color: black;">研发</span>了新<span style="color: black;">媒介</span>网络Roundel，利用自己的客户数据为品牌和<span style="color: black;">公司</span>客户<span style="color: black;">研发</span>内容和活动，以此创造一个新的收入<span style="color: black;">源自</span>。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">卡特彼勒<span style="color: black;">机构</span>在一百多万件<span style="color: black;">制品</span>中安装了传感器，利用客户数据服务<span style="color: black;">帮忙</span>大型建筑和采矿<span style="color: black;">机构</span>优化其设备的<span style="color: black;">守护</span>和<span style="color: black;">运用</span>，这个业务<span style="color: black;">一样</span><span style="color: black;">亦</span>为<span style="color: black;">她们</span>带来了新的营收。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3177891bf7a7403db1ff717793a86cf9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=LScuHjq3RwoYJEGFBaEt9Ic9IIE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2. 运营价值（Operational Value）</span></span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场营销团队<span style="color: black;">经过</span><span style="color: black;">调节</span><span style="color: black;">机构</span>整体的市场营销策略，以便有效<span style="color: black;">加强</span>团队整体的反应速度、敏捷性和协作性，为<span style="color: black;">机构</span>创造“运营价值”。</span></strong><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">机构</span>里的CMO会<span style="color: black;">经过</span>以下三个<span style="color: black;">过程</span>实现市场营销的“运营价值”：</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>，<span style="color: black;">创立</span>一套<span style="color: black;">知道</span>的市场营销原则和<span style="color: black;">办法</span></span></strong><span style="color: black;">（<span style="color: black;">包含</span>发展<span style="color: black;">一起</span>的工作语言和任务框架），<span style="color: black;">例如</span><span style="color: black;">认识</span>“关键绩效指标（KPI）”是<span style="color: black;">怎样</span>联系起来的，从而<span style="color: black;">创立</span><span style="color: black;">一起</span>的计算标准和决策流程。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">其次，培养关注客户<span style="color: black;">需要</span>和跨<span style="color: black;">行业</span>跨团队互动的组织文化</span></strong><span style="color: black;">，<span style="color: black;">包含</span><span style="color: black;">创立</span> “关键<span style="color: black;">行径</span>指标”（KBI），<span style="color: black;">评定</span>内部人员之间的信任度和透明度。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">再者，<span style="color: black;">经过</span>技术手段降低内部员工协调与合作的成本，实现跨团队的互动，<span style="color: black;">加强</span>组织的合作效率、信任度和透明度</span></strong><span style="color: black;">。这些技术<span style="color: black;">包含</span>项目管理应用程序（如Slack）、数据通信平台、知识管理系统、现场会议网络广播。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/089e2403a4e947679ce815ea55763077~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=9m8XtOr1jqTGC%2FqMawTdVHnpeIg%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3. 知识价值（Knowledge Value）</span></span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场营销团队<span style="color: black;">始终</span><span style="color: black;">败兴</span>的角色都是<span style="color: black;">表率</span>“客户的声音”，<span style="color: black;">因此呢</span><span style="color: black;">她们</span><span style="color: black;">重点</span><span style="color: black;">经过</span>用户呈现的数据为<span style="color: black;">机构</span>创造“知识价值”。</span></strong></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如<span style="color: black;">评定</span>用户<span style="color: black;">需要</span>，跟踪用户<span style="color: black;">心情</span>，<span style="color: black;">乃至</span><span style="color: black;">经过</span>AI数据分析系统找出营销投资和业务成果之间的因果关系，<span style="color: black;">加强</span>营销效率。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/3aeb14f751f146139bef8355e1d5e627~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=Ra4Dqz3Tq%2FSphAueXSYIJqXPHnE%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">另外</span>，新技术使<span style="color: black;">机构</span>能够以创新的方式来<span style="color: black;">捉捕</span>市场信号和用户数据</span></strong><span style="color: black;">。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">例如可口可乐<span style="color: black;">机构</span>在数千家快餐店安装特殊自动售货机，<span style="color: black;">准许</span>顾客从几十种口味的混合饮料中进行个性化的<span style="color: black;">选取</span>。<span style="color: black;">经过</span>跟踪和报告这些订单，这些<span style="color: black;">设备</span><span style="color: black;">供给</span>了关于消费者偏好的实时数据。利用这些数据，可口可乐的<span style="color: black;">开发</span>和推广就有了<span style="color: black;">靠谱</span>的数据支撑。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>数据的<span style="color: black;">重点</span>生产者和<span style="color: black;">运用</span>者，市场营销团队还<span style="color: black;">能够</span></span><strong style="color: blue;"><span style="color: black;">打造独家的市场情报<span style="color: black;">源自</span>，设计衡量关键营销指标的<span style="color: black;">办法</span>，并制定<span style="color: black;">守护</span>客户信息的机制</span></strong><span style="color: black;">。</span></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/4078b2dfcbbf4138bd5d82b48e1b1a32~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=%2FKdEkfY1vDhTeBdXffHGZQdIk7E%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">04 结语</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">Marcaps创始人定义了<span style="color: black;">将来</span>市场营销的六大价值，为客户创造的</span><strong style="color: blue;"><span style="color: black;">“交换价值”、“体验价值”、“参与价值”</span></strong><span style="color: black;">，和为<span style="color: black;">机构</span>创造的</span><strong style="color: blue;"><span style="color: black;">“战略价值”、“运营价值”和“知识价值”</span></strong><span style="color: black;">。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">每一个</span><span style="color: black;">机构</span>的市场营销团队都<span style="color: black;">能够</span>在六大价值中找到<span style="color: black;">她们</span>能够最大化的一类价值。</span></strong><span style="color: black;">营销团队需要衡量每一类价值对<span style="color: black;">将来</span><span style="color: black;">机构</span>增长的重要性，并确定相应的市场营销策略。</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">无</span>任何<span style="color: black;">机构</span>能做到把六类价值都发挥到极致。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此呢</span>营销团队要<span style="color: black;">选取</span>好重点<span style="color: black;">研发</span>哪几个价值，形成有<span style="color: black;">特殊</span>的价值组合，在有限的资源下最大程度完善市场营销策略。</span></strong></span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/46745d1eae3b4a1091aa3521ccdb1cc9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1725944054&amp;x-signature=tolU0F6k3sl%2BBTid9HFV44BRBvc%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">本章关键词</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">职场发展、行业趋势、市场营销、客户价值</span></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">本章小结</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">Marcaps创始人定义了<span style="color: black;">将来</span>市场营销的六大价值，其中“<span style="color: black;">机构</span>价值”<span style="color: black;">包括</span>以下三种价值：</span></span></span></p><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">战略价值（Strategic Value）</span></strong><span style="color: black;">：<span style="color: black;">即时</span>获取市场和用户反馈，挖掘新的<span style="color: black;">商场</span>机会</span></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">运营价值（Operational Value）</span></strong><span style="color: black;">：<span style="color: black;">调节</span><span style="color: black;">机构</span>整体的市场营销策略，<span style="color: black;">加强</span>组织效率</span></span></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">知识价值（Knowledge Value）</span></strong><span style="color: black;">：收集和整理用户数据，形成独家的数据库</span></span></span>
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