tag:blogger.com,1999:blog-25143872201264867052024-02-19T13:52:07.173+08:00O2O的店老闆超級成功學連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.comBlogger14125tag:blogger.com,1999:blog-2514387220126486705.post-19375113706796485342017-05-08T06:43:00.000+08:002017-05-08T06:44:18.986+08:00 O2O在店營運的價值主張<div class="MsoNormal" style="mso-char-indent-count: 2.36; text-indent: 28.3pt;">
<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">門店的營運要能夠成功,一定要有讓顧客可以認同的價值主張,這樣才會有一群死忠的顧客,不斷的前來捧場,使門店可以持續經營下去。在這個競爭總是激烈的年代,實體門店要能夠讓擁有一群忠誠的顧客實在是不容易,尤其是面對網路低價的波及,實體門店又該如何進行顧客的互動,進而產生顧客的忠誠呢?</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">跟隨著行動載具的普及,消費者的消費行為改變,在實體門店的營運上就必須得跟著調整,要先思考,如果消費者可以在網路上買得到這些商品,那它為什麼要到實體門店來呢?實體門店提供甚麼誘因或價值可以讓消費者願意前來!通常我們在問這個問題時,會得到一般的回答是:到實體門店可以享受真實的服務;到實體門店來可以看得到、摸得到商品;到實體門店可以享受購物逛街的樂趣!當然,這些都是在虛擬購物無法感受到、體驗到的經驗,所以,在實體門店面對現在的</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">消費模式,首先要強化的就應該是顧客的體驗!</span></div>
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<b><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在店營銷所講究的內容與體驗</span><span lang="EN-US"><o:p></o:p></span></b></h3>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進入</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式,實體門店要能夠產生銷售績效,要花更多的心思,並且在實體門店先天的優勢上開始增加價值!以書店為例,賣書的利潤其實很低,而網路書店的的興起,又加上電子書的盛行,使得實體書店越來越難經營,但是,仍是有一群死忠的顧客願意到書店來買書,主要也是因為,在書店可以感受到一種氛圍,一種文化涵養的氛圍,而這個氛圍是在網路書店購書時,無法體驗感受到的,以我個人來講,就是喜歡去書店逛逛、買書,我很少會在網路書店購書,因為我喜歡在書店找書、看書的感覺!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">現在也有許多書店,在店裡設置閱讀區,讓進門的顧客可以拿起有興趣的書,在閱讀區中直接閱讀,而顧客在這樣的體驗下,漸漸的也找到了必須得到實體門店的理由!再者,更有書店結合咖啡店的營銷模式,這樣的方式,是以目標客群作為異業結合的一種方式,因為喜愛閱讀的人,往往喜歡坐在一個幽靜的空間,悠閒自在的看著一本書,如果在看書的同時,可以同時喝杯咖啡或是其他飲品,可以讓人覺得更加的放鬆,也增添了閱讀的情趣!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">所以,在實體店鋪可以提出的價值主張,應該是營造的是一種生活型態的體驗,把目標客群的生活型態,在實體門店進行提案,讓這些顧客群可以大量的體驗這種感覺,而在感受這些的過程中,得到心理上最大的滿足!如此,整個購物的體驗就不會只是買到自己想買的東西而已,而是連心理的層面都顧慮到了!如此可以讓消費者因為這一層的體驗,願意到實體門店來體驗並消費!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">另外,在實體門店還可以做到的就是:「了解顧客真正的需求!」通常當消費者想要購買一樣物品時,往往只是以自己的觀點去思考,但是,這樣的需求未必是最佳的選擇!比如說,當我們感冒了,會去買感冒藥來吃,但是,感冒藥只是解決當下的症狀,並非治本,在經過藥局藥師專業的諮詢後,藥師會建議,由於因為作息與壓力的關係,導致抵抗力下降,容易引起感冒,因此,如果不能改變作息,那就要多攝取維生素來調整身體狀態,因此,長期而言,需要一些保健食品來改善體質!像這樣的專業諮詢與面對面的互動,便是虛擬平台無法做到的,實體門店就更應該強化這個部分,並想盡辦法讓消費者知道,以創造相對的顧價值!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">當我們了解了「為什麼消費者還要到實體門店來?」這樣的價值後,店老闆們要進一步回答的就是「如何讓消費者得知這些訊息?」這也就是店老闆們在進入</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式後,必須進行的營運調整!我們必須得很快的進入整個</span><span lang="EN-US">Web3.0</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在網路行銷的模式,也就是在營銷上要在網路上有一個網站或是部落格,並且要有社群網路平台進行消費者的經營,當然還要有可以接觸到行動載具的行銷工具,如</span><span lang="EN-US">APP</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等,而這些工具與行銷平台,將會是累積口碑,經營顧客群最好、最低成本也是最有效的工具!</span></div>
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<b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從</span><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的顧客體驗延伸價值</span><span lang="EN-US"><o:p></o:p></span></b></h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi9yaWUcVodAUSAVeluCIZP7OnojIg4l4sD3wRVOa515rj2VAP2xMXOfS9YGZ2j31q_NbYECA5mt_vOSO4Jyw4EyXy509PVdS0ehCOxBdO1TNqqKvMd24duZwS2TscoC-8aZbamTGBIq1c/s1600/%25E9%25A1%25A7%25E5%25AE%25A2%25E6%259C%259F%25E5%25BE%2585%25E7%259A%2584%25E5%2583%25B9%25E5%2580%25BC.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi9yaWUcVodAUSAVeluCIZP7OnojIg4l4sD3wRVOa515rj2VAP2xMXOfS9YGZ2j31q_NbYECA5mt_vOSO4Jyw4EyXy509PVdS0ehCOxBdO1TNqqKvMd24duZwS2TscoC-8aZbamTGBIq1c/s400/%25E9%25A1%25A7%25E5%25AE%25A2%25E6%259C%259F%25E5%25BE%2585%25E7%259A%2584%25E5%2583%25B9%25E5%2580%25BC.jpg" width="400" /></a></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這裡,我們要從顧客的角度來切入,並直接談實體門店在運用</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式,如何從我們的價值主張,來創造顧客價值!</span></div>
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<b><span lang="EN-US">020</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的口碑與顧客的期望</span><span lang="EN-US"><o:p></o:p></span></b></h4>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從顧客的需求面來看,當顧客需要一項產品或服務時,往往會先到相關的平台進行搜尋,進行了解,在這個過程當中,顧客會以這些蒐集到的資訊,然後加上自身以往的經驗,形成了對於所要購買的產品或服務的期待,當然這個期待還包含了對於整個購買過程的想像與期望!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因此,在這個階段,實體門店的店老闆們,必須做的是,讓自己的門店所提供的產品與服務,可以在網路上被很快的搜尋到,最好也有著許多的正面評價,而這些的評價,如果可以由自身所經營的平台來進行,這樣不僅可以做足許多功夫,也可以省下許多成本!最好的方式是自己經營社群平台,由社群平台進行這項工作!</span></div>
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<b><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的服務準備</span><span lang="EN-US"><o:p></o:p></span></b></h4>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">為了要讓顧客到門店後,可以感受到相當的服務品質,也可以提供顧客所需求的服務或商品,在開始服務前,往往要有許多的準備,這些準備工作,因為</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式,將會有所不同!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">前面提到,消費者在到門店前,會先到網路的相關平台搜尋資訊甚至提問,因此,我們必須得以消費者的心態及角度,到這些相關的平台進行了解!那些是消費者在意的?他們真正的需求是甚麼?要如何使這些消費者滿意?其實這就是網路時代的好處!舉例來說,如果你經營的是嬰兒用品店,那就該到相關的網站,去找尋資訊,這時我們可以在搜尋引擎以:「婦嬰用品討論區」做搜尋,我們會找到一篇文章「</span><span lang="EN-US">10</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">大被公認最不需要買的嬰兒用品」,這篇文章清楚的說明這</span><span lang="EN-US">10</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">項商品認為要買的人的說法,與認為不需要買的人的說明,這可以是很好的內容,讓我們置到消費者的心態與想法,可以更清楚的來準備,並在進行銷售服務時可以更切中消費者的心理!</span></div>
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<b><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的銷售服務</span><span lang="EN-US"><o:p></o:p></span></b></h4>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">實體門店的店老闆們要有一個認知,那就是:</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的銷售服務是隨時在發生的!在還沒有網路銷售的時代,銷售服務是在顧客到了門店後才開始產生,進入網路時代,當顧客在所屬的網路上進行拜訪時,銷售服務就已經開始進行,只是以往我們不去深思這個狀況,還是認為顧客只有到實體門店才可以獲得服務!隨著電商的日趨發達,顧客甚至在網路上就可以完成整個購買服務!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">進入行動商務的時代,由於顧客</span><span lang="EN-US">always on line</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">,因此,銷售服務便是隨時都會發生,我們要做到的是,顧客不論是在線上,還是在線下,可以體驗到賓至如歸的服務,要做到這一點,對於實體門店的店老闆們可能就是一個挑戰了!我們可以先從虛擬的平台思考,你的平台是用甚麼來進行,是部落格、網站還是社群平台?不論是甚麼,基本上所呈現的畫面都要能夠因應任何載具,呈現最適化狀態!接著才是思考,平台的功能:純粹做形象及資訊公布,還是可以在平台上進行消費!再來就是網站的呈現是否符合易看、易瀏覽及易搜尋的原則!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">最後,就是要進入虛實連結的部分了,在線上的銷售服務如何與線下做連結,這裡要注意到:</span></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "wingdings"; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">w<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">網路平台是否充分的將實體門店的資訊公布,讓消費者可以找到實體門店的所在地。</span></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "wingdings"; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">w<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在線上以甚麼「誘因」讓消費者願意到實體門店來消費。</span></div>
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<!--[if !supportLists]--><span lang="EN-US" style="font-family: "wingdings"; mso-bidi-font-family: Wingdings; mso-fareast-font-family: Wingdings;">w<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">線上課服如何執行。</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">這些都是會影響消費者是不是要到實體門店的關鍵!而消費者在整個銷售服務過程的感受與體驗,將會是他們評鑑實體門店在心目中的價值的關鍵指標!如果能夠在這個階段做到讓顧客滿意,在顧客心目中的價值已經可以做到八成以上的信任比重囉!</span></div>
<h4 style="mso-char-indent-count: 2.36; text-indent: 1.0cm;">
<b><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的售後服務</span><span lang="EN-US"><o:p></o:p></span></b></h4>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">售後服務不論是否進入</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式,都是許多店老闆經常忽略或是不擅長的!售後服務最重要的一點就是,讓顧客認為購買服務與商品後是有保障的!也就是我們要讓顧客在顧買商品或服務後,可以至少在需要時找得到相關的諮詢管道,如:在網站上有客服信箱;或是有線上諮詢,當然最好的就是有行動</span><span lang="EN-US">APP</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的支援,進行與顧客互動的售後服務;這個部分我們可以運用現有的</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-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等社群網站、</span><span lang="EN-US">LINE</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">、</span><span lang="EN-US">WeChat</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">等</span><span lang="EN-US">APP</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">程式來輔助,所以店老闆們要開始了解這些工具的運用才行!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在進入</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式後,由於消費者的消費習慣改變,我們也必須跟著調整,而店營運的價值主張應該以顧客生活型態的體驗為主,並且在整體的銷售服務中,包含售前、售中及售後服務,都要進行調整,這樣才可以建立在消費者心目中的價值,這樣才能夠有效的將實體門店的價值主張運用</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的模式被傳遞出去!</span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-71169138941783391902017-02-22T06:23:00.003+08:002017-02-22T07:22:05.350+08:00店老闆的O2O新思維<div class="MsoNormal" style="mso-char-indent-count: 2.1; text-indent: 25.2pt;">
<span style="font-family: , serif;">在銷售通路進入網路時代後,揭開了虛擬與實體的混戰,初期,虛擬購物平臺開始挑戰實體通路,推出許多優惠與折扣,尤其是電視購物頻道的興起,讓實體通路更加叫苦連天;實體通路的店老闆們,初期只是笑笑,因為認為虛擬通路沒辦法看到實體的商品、摸到商品,消費者缺少現實的體驗感受,怎麼可能買單呢?但是,漸漸的,虛擬通路以科技力彌補了這個部分的缺點,並且提出了其他的消費價值:便利、多元與低價;這些都是實體門店在先天上的障礙,所以虛擬通路的營收就開始急劇成長!</span></div>
<a name='more'></a><span lang="EN-US" style="font-family: "&apos" , serif;"><o:p></o:p></span><br />
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<span style="font-family: , serif;">於是,許多實體通路開始紛紛的成立網路事業部,希望可以力挽狂瀾,把被其他虛擬通路所分食掉的市場爭搶回來!在這一波裡,有成功,有失敗,但卻把虛擬通路與實體門店推向了虛實整合的狀態!這個時候最重要的一點就是,虛擬與實體通路之間的界線,已經越來越模糊了,對於消費者來說,他只要能夠用對自己最有利的方式取的自己所想要的服務或商品,在哪裡買並沒有多大的差異!因此,開始出現許多</span><span lang="EN-US" style="font-family: "&apos" , serif;">O2O</span><span style="font-family: , serif;">的平台商,像是團購網站;這些網站標榜著可以以團購優惠的價格取得商品,而店老闆們為了提振業績,也會願意跟這些網站合作;先不說這些</span><span lang="EN-US" style="font-family: "&apos" , serif;">O2O</span><span style="font-family: , serif;">的平台實際效益,即是不是對實體門店店老闆有幫助,但整個實體門店的營銷模式也因此開始悄悄地進行了革命!</span><span lang="EN-US" style="font-family: "&apos" , serif;"><o:p></o:p></span></div>
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<b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從營銷架構看待</span><span lang="EN-US">O2O<o:p></o:p></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJ5kHue-Q9fBPd_dG7bj34b510IHErnn2mrv48zIdRCfQnR6dDJn6DpaoWnY8-DRyFVHRe3yiBkBrziZzxcOqjo3mjkscedHGOZydV2ZsP81XF23VZgJUkvu9BUqt6nY-JcWeQ37yZu5DX/s1600/160219%25E7%25B7%259A%25E4%25B8%258A%25E7%25B7%259A%25E4%25B8%258B%25E5%25BC%2595%25E6%25B5%2581%25E5%25A4%259A%25E6%25A8%25A3%25E5%258C%2596.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="319" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJ5kHue-Q9fBPd_dG7bj34b510IHErnn2mrv48zIdRCfQnR6dDJn6DpaoWnY8-DRyFVHRe3yiBkBrziZzxcOqjo3mjkscedHGOZydV2ZsP81XF23VZgJUkvu9BUqt6nY-JcWeQ37yZu5DX/s320/160219%25E7%25B7%259A%25E4%25B8%258A%25E7%25B7%259A%25E4%25B8%258B%25E5%25BC%2595%25E6%25B5%2581%25E5%25A4%259A%25E6%25A8%25A3%25E5%258C%2596.png" width="320" /></a></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">從實體門店的營銷架構來看,以營業收入來講,我們都清楚這個公式:</span></div>
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<span style="color: red;"><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">營業收入</span><span lang="EN-US">=</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">交易客數</span><span style="font-family: "新細明體" , "serif"; mso-ascii-theme-font: minor-fareast; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-fareast;">×客單價</span></span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因此,要提收營業收入,要不然就是想辦法提升交易客數,要不然就是想辦法來提升客單價;在傳統的行銷手法上,要增加交易客數,不外乎以促銷活動的低價優惠策略來進行,當然也要在門店的門口處,陳列吸引目標客群的商品,讓路過的消費者可以因為這些商品產生興趣,進而入店消費!在客單上,會以加購活動,或是商品體驗活動,如:試吃活動等,來增加客單價;而這樣的模式,在進入</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式後,店老闆們就要要進一步調整思維啦!</span></div>
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</v:shape><![endif]--><!--[if !vml]--><!--[endif]--><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">先從提升交易客數來看,在傳統時代,交易客數全都是從實際有到店消費的客人,而在網路時代,交易的方式已經改變,消費者可以透由網路進行消費行為,而這一塊的營銷獲利也是相當可觀的!所以,店老闆們務必要思考一點,消費者從哪裡來?現在接觸消費者的方式是甚麼?讓消費者產生消費的地方在哪裡?應該如何在這些接觸點進行相關的營銷活動,使的營收可以成長?</span></div>
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<b><span lang="EN-US" style="color: red;">O2O</span></b><b><span style="color: red; font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">可以為門店營銷帶來的好處</span><span lang="EN-US" style="color: red;"><o:p></o:p></span></b></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">說到這裡,我想</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式可以為實體店鋪所產生的績效,應該是非常清楚了,從營銷活動來看,</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">成為實體們店接觸到消費者的新的渠道,而接觸的方式因為是以網路科技做為媒介,所以在特性上,完全不受地域、國家的限制,可以以最快速、即時且覆蓋性最高的方式,將所有的營銷活動傳達到消費者手中,因此,在增加交易客數上,是非常直接有效的,而這樣的效益,包含了品牌的形象與價值的累積!在以往我們必須得在不同的網路社群經營自己的口碑,讓消費者可以知道我們的品牌與門店,而現今</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的時代,我們的思維應該要以自媒體的為思維,也就是把自己成為媒體,作為傳遞的品牌形象的工具!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以現在的技術及資源,要成立一個自己所屬的網路平台並困難,甚至有許多免費的資源可以讓我們運用,所以,要有必須得這樣做的決心與思維!只要有心,並且持之以恆的經營,即使只是單店式的經營,也可以有足夠的「力道」與大型連鎖店一較高下!</span></div>
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<b><span lang="EN-US">O2O</span></b><b><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的顧客關係新思維</span><span lang="EN-US"><o:p></o:p></span></b></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">以</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">的營銷模式來來說,特別要注重的是顧客關係的維持,也就是在網路上大家常常提到的客群的「黏性」,這樣的黏性必須得長期經營,使得顧客可以成為你的忠誠粉絲!由於消費者的特性,哪裡有「好康」往哪裡走,又加上網路的便利,要累積消費者的「忠誠度」相對的比傳統的經營更為困難!往常我們在實體門店,只要顧客入店,只要給予親切的服務,噓寒問暖,很快的就可以和顧客熱絡起來,久而久之,也很容易與顧客成為朋友!而在網路的世界裡,我們便對的是冰冷冷的機器,要如何點燃機器背後顧客的熱忱,讓顧客在虛擬的平台上,願意去分享、推廣你的品牌與門店!</span></div>
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<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">因此,</span><span lang="EN-US">O2O</span><span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">在顧客關係上,所扮演的將會是如何從虛擬走向實體的互信關係,又如何從實體往虛擬的模式進行關係的維護!</span><br />
<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><br /></span>
<span style="font-family: "新細明體" , "serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">本文刊登於「流通快訊雜誌」第453期</span></div>
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連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-8319062498203098782016-10-09T17:26:00.000+08:002016-10-09T17:26:24.967+08:00O2O的線上線下引流 要將線上線下做到流量的引流與轉換,到底媒介是甚麼?<br />
店老闆們要清楚你的目標客群在哪裡?要以怎樣的方式去接觸,接觸點在哪裡?<br />
透過這張圖,就可以很清楚的知道,要用怎樣的方式去串流線上線下啦!<br />
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<iframe allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/pOHV4l_23Ak?rel=0&showinfo=0" width="640"></iframe>連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-13819922258533805062016-08-31T17:04:00.000+08:002016-09-01T17:07:19.526+08:00全家揪Yahoo 強攻O2O業務<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="480" src="https://www.youtube.com/embed/392QH7ezWUs?list=PLVXHqNtq78klNi0hjNDxM2MNBgo3y4jXn" width="600"></iframe>連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-86416805647746756812016-08-31T15:52:00.000+08:002016-08-31T15:52:28.120+08:00LINE@實務運用-大單客戶運用<div class="separator" style="background-color: white; border: 0px; clear: both; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-align: center; vertical-align: baseline;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsoPhPNjnoINruN2GFeLvkZEW2Js_93WWOixB2dkT7xoIpmDXFrhGjEVFOiXtn7Gq7Sc-NbiiCQAVoevTcoPn4G4srTKlR3roUz1w8cr8MMrkcrL60bhf4gb99Z-nQLjYR90Pl8LwJ-0Y/s1600/LINE%2540%25E5%25A4%25A7%25E5%2596%25AE.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="372" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsoPhPNjnoINruN2GFeLvkZEW2Js_93WWOixB2dkT7xoIpmDXFrhGjEVFOiXtn7Gq7Sc-NbiiCQAVoevTcoPn4G4srTKlR3roUz1w8cr8MMrkcrL60bhf4gb99Z-nQLjYR90Pl8LwJ-0Y/s400/LINE%2540%25E5%25A4%25A7%25E5%2596%25AE.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></div>
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之前在上「O2O顧客關係管理」的課時,有一位上課的學員,他是一家中式喜餅店的二代,他問到:「如何運用LINE@進行大單顧客的經營,因為店裡有許多一次下單就是好幾萬的,如果用集點功能是不是可以?」這個問題有個需要解決的,那就是,在LINE@裡可能有散客,也有頂級客戶,因此,在這樣的LINE@帳號內發送任何的活動,應該要符合所有好友的情況的,如果活動一直針對高客單的會員,那將會有造成其他無法消費高客單的會員,覺得店家不重視他們!<a name='more'></a><br style="margin: 0px; padding: 0px;" />那又該如何針對這群大單的顧客,進行顧客關係的維持,與活動推播的行銷呢?其實可以再申請一個LINE@的一般帳號來使用,這個帳號就專屬大單顧客,所以不用認證,作為頂級VIP的會員關係維護,及行銷訊息通知專用!這樣的大單名單有兩個來源:</div>
<ol style="background-color: white; border: 0px; color: #444444; counter-reset: li 0; font-family: "Droid Sans", "lucida sans"; font-size: 15px; font-stretch: normal; line-height: 1.5; list-style: none; margin: 1.5em 0px 4em; padding: 0px; text-shadow: rgba(255, 255, 255, 0.498039) 0px 1px 0px; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">消費金額滿一定額度內的會員。</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">從原本的LINE@認證帳號轉進的。</li>
</ol>
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所以,這又導引出一個LINE@好友清整升級的方法,我們可以在原來的LINE@進行一個活動,作為升級VIP的招募,假設你的通路會員如果單筆消費滿30000,就算是大單客戶,那麼活動的方法為:</div>
<ol style="background-color: white; border: 0px; color: #444444; counter-reset: li 0; font-family: "Droid Sans", "lucida sans"; font-size: 15px; font-stretch: normal; line-height: 1.5; list-style: none; margin: 1.5em 0px 4em; padding: 0px; text-shadow: rgba(255, 255, 255, 0.498039) 0px 1px 0px; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">以集點卡功能進行,每消費滿3000元集一點,半年內集滿15點可升等至VIP好友專區。</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">單筆消費滿30000元,直接升等至VIP好友專區</li>
</ol>
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在針對VIP好友專區設計一個好友專屬優惠,而這樣的推廣活動是在有認證的這個門號進行推播,這樣就可以用LINE@做到會員分級的方式囉!但是,有人一定會問,那我用LINE群組或是FB社團來操作就好啦!何必再申請一個LINE@呢?這部分主要是因為:</div>
<ol style="background-color: white; border: 0px; color: #444444; counter-reset: li 0; font-family: "Droid Sans", "lucida sans"; font-size: 15px; font-stretch: normal; line-height: 1.5; list-style: none; margin: 1.5em 0px 4em; padding: 0px; text-shadow: rgba(255, 255, 255, 0.498039) 0px 1px 0px; vertical-align: baseline;">
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">在LINE群組的訊息是群發群回,大部分大單顧客不希望曝光,而LINE@符合封閉性與私密性,當顧客有需求在LINE@上面回覆時,互動的訊息是屬於一對一,其他人看不見。</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">用LINE@的好處是,可以運用平臺的推播功能,這樣除了可以針對這些大單顧客進行客製化行銷與服務,還可以在後臺看到回應數據,非常方便,不用自己再去手動統計。</li>
<li style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #666666; display: block; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 1.5; margin: 0.5em 0px 0.25em 2.5em; padding: 0px; position: relative; transition: all 0.3s ease-out; vertical-align: baseline;">FB社團雖然也可以用私訊回覆,但是,活動訊息貼文,不一定每個人都會看到,又加上沒有推播功能,所以,FB社團再回購率與轉換率上較差些,可以適合做這些大單顧客的日常關係維護,並結合線上使用心得交流,但,不適合用於活動推播!</li>
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<br style="margin: 0px; padding: 0px;" />在進行O2O的顧客關係策略時,要先定義好要運用的工具與平臺,在功能上與實務上如何連結,然後建立完整的O2O經營規範,讓所有夥伴都去遵守,並確實執行,如此,才能在進行O2O的顧客關係經營時,讓顧客感受到一致性!</div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com2tag:blogger.com,1999:blog-2514387220126486705.post-26946790325460052542016-08-31T15:51:00.000+08:002017-03-16T08:35:12.429+08:00O2O的顧客關係管理<div class="separator" style="background-color: white; border: 0px; clear: both; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-align: center; vertical-align: baseline;">
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今天提供一個O2O的架構藍圖給大家參考:</div>
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【線上社群與實體銷售的串聯】</div>
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這其中最重要的是,如何辨識在Online的顧客,來到實體消費,並進行消費分析!如果你的店有會員系統的,其實很簡單,只要在會員系統上的個別會員資料給各「註記標籤」,如果他是LINE@好友,就在上標註LINE@好友,或是給個相關的分類名稱,這樣,就可以進行實際的消費行為分析了!<br />
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另外,如果,你有用APP發放優惠卷 ,顧客前來使用時,千萬不要只是在他的手機上,點掉這張優惠卷而已,請你在系統上設好一個專屬的優惠卷,有客人前來時,除了點掉它的優惠卷外,也在自己的系統上記錄當筆消費明細與優惠卷使用,這樣才可以進行完整的分析哦!<br />
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【會員清整】</div>
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這個動作是用來激活你的顧客的,當我們經營一段時間,一定會有一定的客源,但這些人的名單也許有留,也許沒有留,或是資料不全,這時候就要進行會員清整,我最常用的方法就是,做生日會員的清整動作,方法很簡單,只要針對當月生日會員,可予生日禮或優惠,並在線上、線下進行宣傳,顧客上門時,如果是當月會員,請他出示證明,並開始將他的會員資料確認、補齊!這樣一年下來,就清完了,這個方法的好處是師出有名,且不會被客人覺得麻煩!</div>
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【會員分級】</div>
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這就是要將清整後的會員進行A,B,C的等級,分級的條件就依各店或品牌需求有所不同了!</div>
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而餐飲店在這裡的運用就是:分級出來的會員,因應個別的群組不同,設計幾個隱藏菜單,只有VIP才可以看到的菜單,菜單的呈現可以運用APP客別推播,或是用FB建立一個VIP 專屬社團,只有這兩個地方看得到!而且每個月(甚至周)都會不同,這樣,這些人將會永遠吃不膩哦!</div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-83217383428425210862016-08-31T15:48:00.002+08:002016-08-31T15:48:57.299+08:00店老闆面對O2O時該有的心態- O2O只是一種新的交易模式<span style="background-color: white; border: 0px; color: #637182; font-family: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-align: center; transition: all 0.25s; vertical-align: baseline;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 22.4px; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></span><br />
<div style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />大家不知道有沒有這樣的經驗,當我們約了好友或家人聚餐時,我們一定會進行餐廳的訂位,然後再告訴大家地點時間,並前往聚會用餐!這樣以電話或網路訂位,在於預約的時間上前往領用服務的方式,其實就是O2O的營銷模式,所以,O2O並不是新的商業模式!只是當以往用來預訂或訂購的媒介變成網路甚至APP的方式,在改變上只是用了不同的交易方式罷了!<a name='more'></a></span><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" />在行動網路還未普及時,大部分的人必須得坐在電腦桌前面才可以上網,現在則是隨時都可以上網,甚至一天二十四小時都是「掛」在網上,所以,形成了always on line的生活型態!由於這樣的生活習性的改變使得O2O的效益更加的極大化,逐漸演變成現代化的實體店營運一定要搞懂的營銷方式!<br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />以我個人的認知,其實店老闆們在面對O2O時並不需要太過於慌張,不論是任何型態的營運模式,其實實體門店的營運管理與績效掌控,在整體架構上並沒有甚麼變化,唯一改變的只是因應技術的提升,所造成的生活習性改變後,與消費者的接觸點及接觸方式改變後,所帶來的認知與做法的不同而已!<br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />店老闆們對O2O的新交易模式,只要跟以往一樣想著如何接觸到顧客,如何有效的提供服務,這樣就可以啦!</span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-68154782864758385942016-08-31T15:44:00.001+08:002016-08-31T15:44:24.090+08:00店老闆面對O2O時該有的心態-科技與現實營運的連結<span style="background-color: white; border: 0px; color: #637182; font-family: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-align: center; transition: all 0.25s; vertical-align: baseline;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: "droid sans"; font-size: 14px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 22.4px; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></span><br />
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<span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">以往我們在實體門店的經營上,會發現我們越來越仰賴許多系統協助進行門店的營運管理與績效分析,而真正買得起這些設備與系統的,其實並不多,有時,許多店老闆會覺得:「我只有一家店而已,買這樣的系統與設備很不划算耶!」在這樣的價值觀影響下,往往會因為無法進行門店的管理與績效的管控,反而陷入營運不佳的惡性循環!</span></span></div>
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<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">現今的科技加上網路的進步,這樣的系統也越來越普及,當來也越來越廉價,在我擔任門店輔導的經驗中,就有一款非常強大的</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">POS</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">系統,費用只要傳統的十分之一;當然也有業者提供免費的系統,因此,在現在只要有心,以電腦系統來協助營運管理及績效分析,不在是難事!當然也由於科技的進步,進入</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的營銷模式,網路科技結合</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">POS</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的系統,已經是越來越成熟的技術了,而這個營銷方式也使得</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的銷售模式更加的成熟;比如說餐廳可以運用平板電腦,在餐桌上進行點餐的服務,而點餐後系統會將點餐的資料送進廚房,讓廚房準備餐點,同時,在廚房的物料庫存也會因此進行庫存管理;當顧客用餐後,進行結帳時,也不會因為遇到人多而需要排隊,可以直接用線上的系統進行結帳!當然這個系統的功能還不只如此,它可以在顧客用餐的過程中,提供一些廣告或是互動,進一步創造更多的營收績效!運用這樣的科技進行營運的管理,實在是可以節省許多的人力與物力,就以這個餐廳為例,節省了點餐的服務人員,但服務更加的快速且精準;而在庫存管理上,可以更準確地統計物料的存貨,並評估後須所需要的物料需求,並免過多的庫存造成浪費!所以,</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的營銷模式,其實可以提供更快速,更方便的經營管理與營運績效分析!</span></span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-18281707645837923282016-08-31T15:42:00.002+08:002016-08-31T15:42:32.170+08:00店老闆面對O2O時該有的心態- 了解新世代的思維<span style="background-color: white; border: 0px; color: #637182; font-family: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-align: center; transition: all 0.25s; vertical-align: baseline;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: "droid sans"; font-size: 14px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 22.4px; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></span><br />
<div style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;">
<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" />開始要進入O2O得營銷模式前,店老闆們必須先搞懂這個時代的營銷思維!其實實體門店在前十年已經因為網路及電商的崛起,,經歷一場流通與零售的革命,但是,由於有許多的實體門店,因為仍舊固守著傳統的營銷方式,充其量不過架設了官方網站,但卻沒有走進網路銷售的領域,更別說是虛實整合的營銷模式!</span><br style="margin: 0px; padding: 0px;" /><a href="https://www.blogger.com/null" name="more" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"></a><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">就拿我以往任職的藥妝藥局為例,雖說全省連加盟與會員店有三十多家,但由於經營體制多半是店老闆,也是藥師,這些實際的營運管理者,雖然清楚整個零售的營銷模式已經不同以往,但是,仍舊沉浸於以往的豐功偉業,自認為在這個領域已經很有成就了,因此,不願意走出自己的圈圈,仍舊是用傳統的方式在營銷;而這樣的營銷方式,所能夠接受的客群也逐漸老化,最後將有可能跟隨這些客群的凋零、流失,也跟著走入歷史!即使沒有消失,也只是保留一口氣而已! <a name='more'></a><br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />所以,我們再一次瞭解,現代人在需求某些服務與產品時,通常會有的幾個步驟:網路搜尋、社群網站了解、決定是否要到實體門店確認、購買,像這樣的消費行為,各位店老闆必須得在不同的環節有不同的對應之策才行! <br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />網站搜尋是現在人一定會運用的生活技能,尤其是進入行動網路以後,大家無時不刻都是on line的狀態,資訊隨時會藉由網路上的任何可以觸及的管道,呈現在我們這些使用者的眼前,因此,實體店面的經營,最重要的是,如何讓自己的訊息、門店所在位置、服務項目等,在網路可以被搜尋到!這部分很重要的一點就是門店本身有沒有自己的官方網站,有沒有足夠的內容在介紹自己的門店,而網站與這些內容網頁有沒有進行優化,也就是大家所熟知的SEO的執行!這些都會是是否能夠在網路上被搜尋到的基礎! <br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />在Facebook等社群網站還沒盛行前,有許多網友會到各大討論區請教關於自己所需求的商品與專業的問題,而在這裏頭也不乏高手,會在網民提出問題時,給予經驗與建議;有時,也會有人搜尋某些專門部落客的部落格,去了解這些部落客對於自己所想要的服務與產品有甚麼實際的點評與建議;接著在Facebook盛行後,網民們開始到各社團、粉絲頁進行相關的了解與諮詢,甚至有人乾脆直接在自己的FB主頁提出疑問,尋求網友的建議與解答!像這樣的購物前的準備,是我們在以往傳統的模式下,不會遇到的狀況! <br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />等消費者在網路蒐集好資訊後,有時候想要購買的商品,經過消費者自行判斷,如果不需要前往實體門店進一步了解時,往往就會選擇在網路上直接購買,而這個時候,假如我們沒有在網路上提供購物服務,將有可能流失掉這筆交易!當然,如果消費者經判斷後覺得還是要到實體門店進行了解,將有機會因此帶到消費者從虛擬的網路,走向實體的店鋪! <br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />因此,店老闆在面對這樣的消費行為轉變時,該要讓自己重新學習,在這樣的領域中,應該更加的了解:「消費者都到哪裡去了?」而不是只是堅守以往的方式,不思考變!</span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-66936031273327623922016-08-31T15:40:00.000+08:002016-08-31T15:40:41.913+08:00店老闆面對O2O時該有的心態-傳統的營銷模式<span style="background-color: white; border: 0px; color: #637182; font-family: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; outline: none; padding: 0px; text-align: center; transition: all 0.25s; vertical-align: baseline;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: 22.4px; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></span><br />
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<div style="-webkit-text-stroke-width: 0px; background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-style: normal; font-variant-caps: normal; font-variant-ligatures: normal; font-variant-numeric: inherit; font-weight: normal; letter-spacing: normal; line-height: 22.4px; margin: 0px; orphans: 2; padding: 0px; text-align: left; text-indent: 0px; text-transform: none; vertical-align: baseline; white-space: normal; widows: 2; word-spacing: 0px;">
<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">開店就是為了營收與賺錢!記得二OO四年離開任職五年半的藥妝店候,跟朋友頂下了一家咖啡店,那個時候每天總是在想,要如何能夠有更多的顧客來店裡喝咖啡,因此當時我們供應商業簡餐,用以吸引更多商務人士,讓更多人願意前來消費;而且在下午的離峰時間,為了有更多的營收,也要設計下午茶時間的促銷活動;在那個時候,網路只是剛開始還不普及的時候,因此完全是要以口耳相傳的口碑來吸引消費者!<a name='more'></a></span><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">傳統的營銷就是這樣,很多時候必須花很多的和精神去想辦法將顧客召進店頭來,除了設計促銷活動外,還有進行商圈的經營、競爭店的分析、營銷數據的分析與對策!而這些動作往往都要至少在兩個月前規劃,一個月前宣傳才能夠有很好的效果!<br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />之所以要這麼久,主要是因為店頭在傳統的訊息傳達上,往往運用郵寄、E-mail來傳達訊息,好一點的用簡訊發送,而這些管道通常需要一定的時間傳遞到消費者手中;訊息到消費者手中時,必須得在活動開始前七到十天,讓消費者有足夠的時間預留行程!所以,在傳統的營銷方式下,整個行動期間會拉得很長!<br style="margin: 0px; padding: 0px;" /><br style="margin: 0px; padding: 0px;" />現在的行動商務時代,如果仍舊是以這樣的模式與思維在進行實體門店的營銷,很快的將會跟不上這個時代,最後走向邊緣化,甚至成為歷史,只能供人緬懷!</span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-24268571908246462722016-08-31T15:38:00.004+08:002016-08-31T15:38:47.472+08:00O2O對店營運的衝擊-04實體店家面臨O2O的應變<div class="separator" style="background-color: white; border: 0px; clear: both; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-align: center; vertical-align: baseline;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></span></a></div>
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<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">在這樣的刺激下,有許多的實體店家開始進行反擊,紛紛的建構電子商務的平台,進行實體與虛擬的結合,企圖運用網路科技的特性,吸引消費者了解實體通路的服務項目,並進而使消費者到實體店面消費;除了自己建構電子商務外,也有許多門店通路選擇與網路平台合作,在這些平台上開網路店面!<a name='more'></a></span></span></div>
<a href="https://www.blogger.com/null" name="more" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;"></a><br style="background-color: white; color: #444444; font-family: "Droid Sans"; font-size: 14px; line-height: 22.4px; margin: 0px; padding: 0px;" />
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<span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">我們也看到有許多在網路上營銷不錯的品牌,後來也紛紛開了實體店面,像是「東京著衣」在二O一O年開設了實體店鋪,挾著網路的知名度,在實體通路的營銷也是亮眼;還有在網路上非常有名的「雨傘王」也是開啟了實體店鋪,運用虛實整合的方式,消耗庫存! </span></span></div>
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<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">如今網路科技進入行動載具的時代,由於行動載具的普及,所有人幾乎都成為網路鄉民,而在進入行動商務的時代後,</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">對實體門店的衝擊也將越來越大,這當中存在的已經不是「</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Online to Offline</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">」或是「</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Offline to Online</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">」的問題,而是誰能夠整合且連結好這兩端,就將會是接下來的時代中的佼佼者!</span></span></div>
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連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-116115937976601482016-08-31T15:37:00.000+08:002017-02-22T05:53:02.284+08:00O2O對店營運的衝擊-03 O2O營銷模式崛起,形成對實體門店的衝擊<div class="separator" style="background-color: white; border: 0px; clear: both; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-align: center; vertical-align: baseline;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s1600/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" imageanchor="1" style="border: 0px; color: #637182; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px 1em; outline: none; padding: 0px; text-decoration: none; transition: all 0.25s; vertical-align: baseline;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKwdswR_nCXBMg-Zgnn9zadDAQ6j0R3TpJUH7rPRO_5VjvSwxKP63mv86V7xnInnbm-whPuTT4Hyh9dXo02C7PGOCcqNWLU3IYNSrjFVD7YWRO_IVfE3v4Rmql8UP4OFRy2ugq_pepT9c/s400/%25E5%25BA%2597%25E8%2580%2581%25E9%2597%2586%25E6%2587%2589%25E8%25A9%25B2%25E6%2590%259E%25E6%2587%2582%25E7%259A%2584O2O_%25E9%25A0%2581%25E9%259D%25A2_1.jpg" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; height: auto; line-height: inherit; margin: 0px auto; max-width: 95%; outline: none; padding: 0px; position: relative; vertical-align: middle;" width="400" /></a></div>
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<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">而在最近幾年,整個銷售模式又再進入一個新的方式,也就是大家經常會聽到的「</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">」,意思是指</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Online to Offline</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的營銷模式,這樣的銷售模式指的就是從網路到實體的營銷方式,這個營銷模式最早起源是從美國的折價券網站</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Groupon</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">盛行開始,後來慢慢地有許多人開始討論這樣的營銷模。</span></span><br />
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<a href="https://www.blogger.com/null" name="more" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;"></a><span style="background-color: white; border: 0px; color: #444444; font-family: "droid sans"; font-size: medium; font-stretch: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;">剛開始<span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">主要的營銷模式是指消費者在網路上進行購買相關的商品或服務,接著到實體店家進行兌換所購買的商品或服務,這樣的過程通常實體店家要在網路上進行相關的促銷與廣宣,使得消費者可以在網路上看到或找到商品,如果要在網路上進行購買時,並須以線上付費的方式來完成交易,而這整個營銷方式最後要能夠進行相關的效益評估。</span></span><br />
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<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">這樣的營銷模式對於實體店面的衝擊就是,有許多消費者,會先在網路上進行相關的搜尋,在了解自身的需求後,會在到實體店面</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">(offine)</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">看實際的商品,並進行相關的體驗,最後卻到網路</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">(online)</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">實際購買交易;因為在網路上的售價由於少了實體店面的成本,因此往往比實體門店便宜!而且網路購物的便利性大於實體門店,因此,更容易將實體店面的消費者吸引到網路消費;像這樣的營銷方式,將</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">O2O</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Online to Offline</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">的模式變成</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Offline to Online</span><span style="border: 0px; font-family: , serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">,著實讓實體門店損失不少營收!</span></span></div>
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連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-85594451698770022702016-08-31T15:36:00.000+08:002016-08-31T15:36:05.277+08:00O2O對店營運的衝擊-02網路資訊的獲取容易,造成銷售方式的改變<div class="separator" style="background-color: white; border: 0px; clear: both; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-align: center; vertical-align: baseline;">
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<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">之前在某大型連鎖藥妝店任職,在面對消費者前來詢問商品時,我們往往要能夠對於消費者的詢問,給予建議的商品;當網路資訊還沒有很普及的那個年代,往往我們遇到要來買維他命的消費者,總是會問說:「請問我經常會感覺到疲倦,應該吃甚麼好?」<a name='more'></a></span></span></div>
<a href="https://www.blogger.com/null" name="more" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;"></a><span style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: medium; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;">面對這樣的問題,在進行銷售時,我們會先了解顧客的狀況,再給予建議,而經過詳細的服務與說明後,顧客通常對銷售人員不會有甚麼質疑;當進入網路普及的年代,就開始會遇到有顧客這樣問:「我要吃維他命<span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">B</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">,哪一種比較好?」這個時候,就必須得從頭了解顧客需求,並且更小心地確認,因為,這樣的顧客是已經做足功課,才來店裡頭做諮詢的!這樣的差異,會致使整個銷售與服務應對有很大的不同!</span></span><br style="background-color: white; color: #444444; font-family: "Droid Sans"; font-size: 14px; line-height: 22.4px; margin: 0px; padding: 0px;" /><br />
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<span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">在這其中最明顯的差異,最主要是在於網路科技普及後,消費者容易從網路的資訊中,獲取自己需求的商品,相關的商品專業資訊與其他人使用上的心得,跟以往資訊封閉的年代不同,因此,當他到了實體店面詢問時,已經具備了相當的資訊與了解,這個時候,在面對時候的應對將會要更加注意,因為顧客可能在網路上找到了許多我們不知道的資訊,而這其中有一些不見得是對的資訊,且銷售的過程本來就會有許多的狀況,因此處理下來很考驗服務人員的本質學能!</span></span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0tag:blogger.com,1999:blog-2514387220126486705.post-1708825793187059072016-08-31T15:32:00.000+08:002016-08-31T15:32:41.842+08:00O2O對店營運的衝擊-01 消費資訊獲取方式的改變<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;">
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<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" /></span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">在</span><span lang="EN-US" style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">1999</span><span style="border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">年網路剛剛開始發展的初期,<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">英特爾(</span></span><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Intel</span><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">)總裁葛洛夫(</span><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Andy Grove</span><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">)就曾經毫不質疑的預言說:「在未來的五年內將沒有網路公司,因為所有的公司都已成為網路公司」;而在十多年後的現今,當要成立一家公司時,是必要連同網路的架構與需求一併列入,並且以官方網站進行各項營運的活動!就連實體店面通路,在營運上也必須得考量網路的需求與效益。</span></span></div>
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<b style="border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; line-height: inherit; margin: 0px; padding: 0px 0.25em; transition: color 0.2s; vertical-align: baseline;"><span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: 新細明體, serif; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">消費資訊獲取方式的改變</span><span lang="EN-US" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; font-family: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><o:p style="margin: 0px; padding: 0px;"></o:p></span></span></b></div>
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<span style="border: 0px; font-family: inherit; font-size: medium; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" /></span></div>
<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: 新細明體, serif; font-size: small; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">尤其是在現今電子商務當道的年代,消費者在需要某些產品與服務時,往往第一個標準動作就是在網路上搜尋,先搞清楚這些資訊內容,然後才會進一步地進行購買的決定與行動!消費者在獲得這些資訊已經跟以往不一樣;在網路出現以前消費者必須透由相關傳統媒體才能獲取這些資訊,甚至必須到店家才能更了解這些商品與服務,而現在由於網路科技的普及,這樣的資訊可以說隨手可得,消費者在前往消費之前,早就已經對於所需要的產品與服務進行了全面性的了解了!</span></div>
<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: 新細明體, serif; font-size: small; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">消費者在搜尋這些資訊時,往往不會馬上到官方的網站上去看商品資訊,而是到各大討論區或社群,去看有沒有其他人的使用經驗,或是直接在這些討論區或社群中詢問,如此所的知的資訊,會是其他消費者曾經購買及使用的心得與體驗,而不是由製造端在網路上所產出的資料訊息,這些的真人感受,往往會直接影響消費者,是否要購買該品牌的商品。</span></div>
<span style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: medium; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; vertical-align: baseline;"><br style="margin: 0px; padding: 0px;" /></span><br />
<div class="MsoNormal" style="background-color: white; border: 0px; color: #444444; font-family: "Droid Sans"; font-size: 14px; font-stretch: inherit; font-variant-numeric: inherit; line-height: 22.4px; margin: 0px; padding: 0px; text-indent: 28.3pt; vertical-align: baseline;">
<span style="border: 0px; font-family: 新細明體, serif; font-size: small; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">在這方面的對於實體門店的衝擊,最主要是在於消費者的購買主控權已經漸漸的回歸消費者手上,而店家想要讓商品銷售出去,就必須得多思考,如何增加在網路上的曝光與評價,否則只會淪於價格戰自殺毛利才可以贏取營收。</span></div>
連鎖店經管理實務http://www.blogger.com/profile/15519839423557675908noreply@blogger.com0