tag:blogger.com,1999:blog-58282905879951934132024-03-05T12:16:38.100+08:00林文傑
林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.comBlogger379125tag:blogger.com,1999:blog-5828290587995193413.post-73959531270949303952024-01-29T11:50:00.002+08:002024-01-29T11:50:35.433+08:00 新意識行銷之三:成為消費者心理戲劇的編劇和導演<p><br /></p><p>就在這個時候,你所感受到的光線、氣溫、空氣的流動、看見的人、觸摸到的物、聽到的聲音、嗅到的氣味…透過全身上下的感官接收到的一切,這麼多獨立的片段、對於現實的碎片、線索、元素都集合在一個完全封閉黑暗的密室之中,你的腦子只能以過去的經驗、過去的記憶作為「框架」,你的心智就是根據這個框架去架構一個心理戲劇、故事。</p><p>這個戲劇是根據事實來演出的嗎?</p><p>不,這個故事是根據你設定的框架重新編排的,你能認出當下的這個感受、心理的念頭是你受到過去的制約、對未來的期待而自己對自己產生的虛構認知嗎?</p><p>當你能辨識出這齣戲劇,只是你自己虛構出來的並非真實,你就已經逃出千萬人受苦的牢籠。</p><p>我們總是先對某事執著</p><p>進而與故事糾纏</p><p>最後被故事捕捉</p><p>——— 宗薩欽哲仁波切</p><p>在行銷領域中,我們可以將行銷視為一場虛構的故事,而成功的行銷策略則建立在這個故事被人們相信的基礎上。當然,這其中的前提是你已經確立了一個正確的「定位」,這個定位是為了回答「為什麼」你開始這項事業的原因,這是一切的起點。</p><p>從這個起點出發,我們開始構建一個虛構的故事。這裡所謂的「虛構」並非指虛偽,而是指非實際、非物質的意涵。舉例來說:</p><p>「剛剛我在東方的河邊看見一頭獅子,這頭獅子吃了一頭羊以後往南走了。」</p><p>這樣的故事是相當實際的,描述了真實發生的事件,並非虛構。而一個虛構的故事可能是這樣:</p><p>「這條河的守護神是一條千年大鯉魚,河水的氾濫就是它肚子餓造成的,我們要舉行獻祭的儀式才行。」</p><p>這就是所謂的「虛構」故事,結合了部分事實與謊言,例如河中有大鯉魚與河水氾濫是事實,但說它肚子餓造成水災就是謊言。</p><p>能夠創造出一個超越實際的故事,是人類獨有的特質,也是我們能夠超越其他生物的關鍵因素之一。這是因為只有「虛構的故事」能使大量陌生人產生合作與一致的意志,最終達成共同的偉大目標。</p><p>地球上許多生物與人類共同演化數百萬年,為什麼拉不拉多犬不能計算微積分呢?原因在於語言的演化,它造就了故事。在沒有文字之前,所有知識的傳遞都以故事的形式進行,人與人之間的耳語就像猴子互相抓背一樣,是建立你我互信的基石。</p><p>當人數在150人之內小群體中,這樣的溝通與小規模合作是毫無問題的。但是當人數在農業時代擴展到數千甚至上萬人時,為了讓群體合作並遵守規範,我們只能仰賴一個虛構的故事來創造共同的想像。</p><p>最顯著的例子之一便是宗教。基督教、伊斯蘭教等透過一部分事實延伸出虛構的故事,團結眾人為共同的信念而奮鬥,甚至可至犧牲性命的地步。這是因為共同的想像能創造出信念,形塑你的價值觀與世界觀,這樣的力量隨時都可能發生在你的身上。</p><p>透過創造一個虛構的故事來包裝你的產品或服務,讓人們相信透過你的產品或服務可以滿足他們的需求或欲望。想要達到這點,你必須讓足夠多的人「相信」你。所有的行銷方案都是為了讓客戶能夠相信我們所創造出來的故事。</p><p>當消費者相信使用你的商品能滿足他的生理或心理上的需求、欲望時,這個虛構的故事就成為信念,成為一個無堅不摧的事實,它就成為了一個實際的故事。</p><p>#林文傑</p><div><br /></div>林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-74818941830392779002024-01-26T11:29:00.006+08:002024-01-26T11:29:52.006+08:00「我是對的,而你是錯的」新意識行銷之二<p> <span style="background-color: white; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-size: inherit; font-style: inherit; font-variant-caps: inherit; font-variant-ligatures: inherit; font-weight: inherit; letter-spacing: 1px; white-space-collapse: preserve;">「我是對的,而你是錯的」</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">當你看到這句話,第一個念頭是不是覺得自己不是這樣的,或是至少多數時間不是這樣,自己多數的時候是一個會根據事實、情境去理性分析的人?</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">總之,你想的是世界也許有許多這樣的人,但自己除外?</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">事實上,幾乎每個人都是這樣想的,每個人都跟你一樣。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">基本上我們的對於維繫自己自我感的需求是非常強烈的,而這種自我感首先就是將自己與他人分開來看,然後開始做比較,為了讓我們日常生活順暢,我們會預設自己是對的,有自己一套行事作風、信仰、價值觀,在無意識、自動化的自認為是對的。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">因此我們心中的潛台詞就是「我是對的,而你是錯的」,這就是我們生活中所有關係衝突的本質原因,若你能夠體認到根據自己狹隘的人生經驗、有限的知識、資訊的碎片、具有大量偏見的觀點,據此產生的念頭與思維其實非常有可能是錯的,才有可能保持開放的心胸、才有可能理解他人、才有可能看見事實、看見真實的世界。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">反過來說,身為行銷人的你,正是要利用這一點,加強消費者自認自己的是對的。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">當消費者看到你的產品或服務的時候,也許產生了想要購買的念頭,這時候看到新聞報導說這家公司業績好、看到其他人打了五顆星好評、看到知名人士也在使用…這些都會加強消費者認為自己的判斷正確無誤,因此充滿信心地按下購買按鈕,正如我們日常生活中,也會特別關注與我們想法相符的資訊,對於與我們想法不同的就會傾向略過。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> </span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">身為朋友我希望你看見真實的世界,了解自己很有可能是錯的,身為行銷人,我會拿出許多資料跟你說「對,你是對的」。</span></p><p class="lexical__paragraph" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;"> 林文傑20240126</span></p>林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-25100913664202466522024-01-26T11:29:00.002+08:002024-01-26T11:29:17.231+08:00林文傑新意識行銷課之一<p> <span style="background-color: white; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-size: inherit; font-style: inherit; font-variant-caps: inherit; font-variant-ligatures: inherit; font-weight: inherit; letter-spacing: 1px; white-space-collapse: preserve;">「我」是一場持久且頑固的幻象,你剛出生的時候並沒有自我感覺,你與這世間萬物是一體的並無分別,直到有一天父母以你的名字呼喚你,而你忽然領悟到這個名字是你的。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">以我自己為例,當父母以「林文傑」呼喚我的時候,我領悟到林文傑就是「我」,此時我與世界產生了分別,即林文傑與世界,我成為一個獨立的個體,由名字延伸出第一個「我的」概念,「我的名字」一個身分認同被建立起來,我=林文傑,我開始將玩具視為我的玩具,而這個玩具也成為我的一部分,我=林文傑=玩具,因此當有其他小朋友搶走我手中玩具的時候,我會感到憤怒與痛苦,雖然玩具不值錢,但是我在玩具上附加的自我認同則是無價的。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">現在你可以想想將「玩具」換成有形的房子、車子、衣服、父母、妻子等等,或是無形的思維、信念、想法、念頭等等,所有的一切都成為你的=你的身分認同、自我感的一部份,也因此隨著年齡增長,我們總想要更多的東西建立我們想像中的自己,維護既有的東西,所謂的受傷與痛苦、憤努與忌妒等都是因為我們執著於一個想像中的自我。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">「林文傑」只是三個中文字,有許許多多的人也用這三個字做一個方便稱呼的名字,因此林文傑並不能代表真實的我,同樣的所有建立在「林文傑的」有形與無形的東西也不可能=我。而行銷工作反而是作為一種加強消費者自我認同的技術,行銷的目的在於創造一個深受消費者喜愛的幻象,讓消費者認為自己很重要,需要這個、需要那個來表現、維持、加強自我感,在行銷當中我們細分消費族群,並不是細分生理或是個性,而是針對該消費者對於建立自我認同過程的脈絡,類似的成長環境、社會文化,可以統計出有類似自我認同需求的群體,以此來細分市場與建立特定品牌。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">「我」是一個幻覺,讓「我」得以存在的空間才是真實,你是作為一個「生命」存在與這世界上其他生命並無二致,你是一個讓「我」得以在世間演出的舞台,而行銷是提供這個「我」演員所需的演出道具、場景、髮妝、音樂…,作為行銷工作者,我希望你們這些演員都不要醒來,繼續演出屬於自我幻象的戲劇,但作為你的朋友,我希望你看見真實。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">看見真實的你。</span></p><p class="lexical__paragraph" dir="ltr" style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: var(--theme-L_gray-1-B_white); font-family: "Noto Sans TC", "Microsoft JhengHei fixed", "Helvetica Neue", "Microsoft JhengHei", Helvetica, "Segoe UI", Arial, "PingFang TC", -apple-system, BlinkMacSystemFont, Roboto, "Microsoft YaHei", STHeiti, SimSun, STSong, "Heiti TC", Tahoma, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Noto Color Emoji"; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: 18px; font-stretch: inherit; font-variant-alternates: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; font-variant-position: inherit; font-variation-settings: inherit; letter-spacing: 1px; line-height: 1.8; margin-bottom: 12px; margin-top: 0px; outline: 0px; position: relative; word-break: break-word;"><span style="-webkit-font-smoothing: antialiased; box-sizing: border-box; font-feature-settings: inherit; font-kerning: inherit; font-optical-sizing: inherit; font-size: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-variation-settings: inherit; font-weight: inherit; line-height: inherit; outline: 0px; white-space-collapse: preserve;">林文傑2024/1/24</span></p>林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-57476550739761362742020-11-22T22:35:00.003+08:002020-11-22T22:38:21.857+08:00 一位父親之死-紀念我的父親 林清松<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0uwvJ8Y1dettPUCfaACYx318TFfWiHg-WtcCOO1Zn1Z3_mpd2KEA1ZzHP9dB5F4h6jtkUyv4WTEp3mX7ZHg-rSkYZM9ACeSW-iJ9fPGYVWC5SFFeI7cR5qvjiVEuRvDZoMZN9FIzCBVE/s960/%25E7%2588%25B6%25E8%25A6%25AA.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="960" data-original-width="954" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0uwvJ8Y1dettPUCfaACYx318TFfWiHg-WtcCOO1Zn1Z3_mpd2KEA1ZzHP9dB5F4h6jtkUyv4WTEp3mX7ZHg-rSkYZM9ACeSW-iJ9fPGYVWC5SFFeI7cR5qvjiVEuRvDZoMZN9FIzCBVE/s320/%25E7%2588%25B6%25E8%25A6%25AA.jpg" /></a></div><br /> 一位父親之死<p></p><p>【動機】</p><p>如果一個人存心為惡,但因緣巧合最後產生了一個好的結果,請問他會變成好人嗎?</p><p>我的答案是否定的,因為他出發點是邪惡的,結果變成好的是因為外在因素導致,但他的主觀是壞事,反過來說我們評斷一個人不能從結果看,要從出發點看。</p><p>這世界上只有你的父母對你的所作所為動機為皆為善。</p><p>【理解】</p><p>你不知道你不知道的事。</p><p>我們的人生見識是有所侷限的,你知道你手上的手機運作原理是什麼嗎?</p><p>我自己是不知道CPU運算到底是怎麼回事,為何0與1會變成一部電影讓我觀賞。</p><p>相對的,我們的父母見識與能力皆有限,他們投注所有心力讓你的見識遠超過他們,你對父母的不理解必須體諒,他們不像你讀過哪麼多書、見過那麼多人,他們的年代是黑白電視機呀。</p><p>【原諒】</p><p>原諒父母,由於他們成長、環境、性格上的侷限,有時候你會因為父母的話語、眼神、動作、作為而感到受傷,但你要相信父母的動機都是善,以他們的認知來說是希望你能過的比他們更好,你不必事事聽從但希望你心中能對他們懷抱感謝。</p><p>原諒自己,孔子說「色難」與父母相處時,心中自然和順欣悅,形之於外,便是和顏悅色。這一點我時常忘記,父親的死亡也讓我認知到自己的不成熟、自私等性格上的各種缺陷,但我們也是一般人,我們有自己的侷限,接受自己的不成熟,認知到自己的自私,並且努力成為一個真正的大人,原諒自己繼續前進。</p><p>【一瞬】</p><p>經歷過死亡,你才能確實的感受到人生一瞬,一盞燈的時間,人走如燈滅。</p><p>遺憾,將在你心中留下一到永恆的傷口,人總是把過去與未來看的太重,想的太多,其實把握當下才是減少遺憾的不二法門,這是一堂死亡課,唯有經歷過死亡的人才能體認。</p><p>【謝謝】</p><p>謝謝出現在你身邊的所有人,世界萬物都是我們要感謝的對象,在死亡面前所有的喜怒哀樂、所有的情緒、不滿、憤怒、痛苦都會化做一縷輕煙,剩下的只有感謝,謝謝我的父母、謝謝你們。</p><p>2020/11/22 獻給我的父親 林清松</p>林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-64940674851223409802020-06-09T11:14:00.002+08:002020-06-09T11:14:24.007+08:00廣告曝光到客戶購買之間的距離<div dir="ltr" style="text-align: left;" trbidi="on">
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從廣告曝光到消費之間的需要什麼? 缺少了什麼? 怎麼讓客戶產生消費的行為?</div>
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行銷的目的就是要讓目標客戶做出特定行為,而目前的行銷作為多數只是告知。</div>
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你會按照課本與行銷課程老師的指示,按表操課的找出品牌、商品、服務的定位,區隔出明確的目標族群,針對目標族群的側寫設計出整合行銷傳播策略,包括但不限於電視CF、報章雜誌平面廣告、交通媒體、戶外廣告、通路促銷、活動公關、新聞戲劇電影置入、網路社群、網路廣告投放、異業合作等等,以上所有的一切若都只是告知一個訊息,不管這個訊息多有創意、設計的多吸引目光,基本上都只是機率與數學問題,端看投放量、覆蓋率、曝光數等等。</div>
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A I D A (Attention引起注意、Interest 引發興趣、Desire 加強慾望、Action 促使行動),我們花費過多時間、預算在於AID而對於最後一個Action想的太少。</div>
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所以讓我們來談談行為如何產生,首先問大家一個問題消費者從何而來?</div>
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消費者=目標族群(定位)+消費行為(發現、創造、誘發)</div>
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行為,是可以被發現的,譬如現場觀察、田野調查、詢問、數據分析、CRM、生理與基因、演化趨向等等。</div>
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行為,是可以被創造的,譬如在特定的情況環境下讓人們被影響,想想餐飲店門口排隊的人龍,中秋節的烤肉活動,一家烤肉萬家香。</div>
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行為,是可以被誘發的,譬如男人看到美女性感照片,會變得更大方降低理性分析的能力,定錨效應、刻板印象、暗示、聯想、捷思。</div>
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我再將行為分解出以下三的部分,以利大家了解:</div>
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行為=心理(動機與經驗)+情境(文化脈絡、時空背景)+生理(基因、身體狀態)</div>
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我們分別簡單的描述一下行為的三個組成元素,首先談談心理層面,你的行為在心理層面是在當下根據過去的記憶(經驗)推理出對未來(下一秒、下一分鐘)的預期,判斷現在自己要做出怎麼樣的行為,例如過去你曾經被狗咬傷,現在你看到路邊的野狗,你的判斷就是要避開。</div>
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而動機牽涉到你的價值觀與信念,你相信什麼也會影響你的作為,例如你相信世界是隨機的,世事無常失敗與錯誤的發生,多數都是無數的變因所造成,那麼當你遇到路邊野狗的時候,雖然之前有過不好的經驗,但你認為每條狗都是不一樣的,過去曾被狗咬不代表每次遇到狗都會被咬,因此你沒有特別避開而是從旁經過。</div>
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接下來會影響行為的因素是情況與環境,我有一些朋友去中國工作沒多久回來後就一口北京腔,環境影響行為是非常快速且明顯的,而當下的情況也是,當你在誠品書店的時候,講話的聲音相對你在SOGO百貨公司是不是會自然小聲一點?這個影響幾乎是即時發生的,尤其身為社會性動物的我們,更會判斷在特定情況下應該如何表現才能受到社會接受,因此也影響了我們的行為。</div>
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不同的文化背景、時間也是,二十年前我初出社會的時候,在我的辦公桌上還放了一個菸灰缸,在辦公室抽菸是一個正常不過的行為,而二十年後的今天,若我在辦公室內抽菸,其下場應該會是非常的難堪。</div>
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第三個基因、演化生理因素,其實跟第二個文化、情境因素有部分的重疊與交錯,基因有部分是天生難以變動的,例如讓你有五根手指頭的基因,應該大家都一樣,但是基因其實不只只有種類型,還有更多類型的基因其實會根據環境做開啟或關閉的變動。</div>
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舉個例子,當媽媽第一次接觸到自己的孩子,這個嬰兒會散發出一種特定的氣味,當媽媽鼻內的受體接觸到氣味的分子後,體內的基因啟動子,會啟動與哺乳相關的基因使乳房開始泌乳,我們身上有許多基因會因細胞外的環境啟動或是關閉。</div>
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人類天生的確有一些因演化、遺傳所產生的傾向,這些傾向多數會因為不同的情境而被啟動或是關閉,也因此會出現特定的行為或是不出現,這是為什麼我們可以透過特定的情境設計去誘發行為的產生,天生具有衝動性格傾向的人,若置於易於行動的環境,就容易被觸發行為的產生,要注意的是這就是我們行銷上根據定位去區隔精準目標族群的重要性所在,要找出有這種傾向的人們去放大傾向造成實際的行為,而非反過來想辦法將沒有特定傾向的人改變,這將是相當困難的事情。</div>
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行銷是透過定位找出目標族群設計行銷策略,深層理解人類行為的多元面向與影響因子,而不是做些表面工夫,期望人們有機會購買你的商品,那與天天買彩券期望中頭獎一樣。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-64121534399425920882020-06-09T11:12:00.002+08:002020-06-09T11:12:26.208+08:00你之所以是個好人,是因為你決定不做壞人,而不是因為你天生就是好人。<div dir="ltr" style="text-align: left;" trbidi="on">
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"人們對於自己的判斷所產生的信心並不是依據客觀的證據來產生的,而是根據大腦所建構的故事"<br style="box-sizing: border-box;" /><br style="box-sizing: border-box;" /> ---諾貝爾經濟學獎得主康奈曼教授(Daniel Kahneman)</div>
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這是宇宙是隨機的,你的整個人生都是隨機組合而成,你所處的時空環境當然也是,我們說頭腦是說故事的高手,指的並不是像三隻小豬或是名人自傳、小說那樣的故事,所謂的說故事的高手,指的是透過時間順序做出的因果組合,這就是我們頭腦每天在做的事情。</div>
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從數萬年前的某一條DNA鍊條造就了你的基因,其中只要一個差錯你將不會出生在現世當中,DNA當然賦予了你部分的天性與生理限制,這無庸置疑,當你還是受精卵的時候,母體的賀爾蒙狀態、營養也同時影響了你的性格,你出生的家庭環境、社會階級、民族文化甚至是語言都同時影響你的身心靈狀況。</div>
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你身體內的狀態也影響了你的情緒狀態,這個影響是你不會意識到的,例如國外的研究指出當法官處於飢餓狀態時,判決假釋的機率幾近於零,當你聞到一股臭味,會影響你對事情的判斷較為嚴厲,當你處於溫暖的室內,做在柔軟的椅子上,你對於事情的批判也將較為緩和,你的身體是無數的化學變化、賀爾蒙、共生菌等隨機湧現出的當下狀態,這些都影響了你的主觀情緒,由內、由外都在你沒有意識的情況下給了你一個情緒結果(多種感受中有一個特別突出)。</div>
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接下來你在清醒的時候,有意識的時候,理智上你處理事情應該是用客觀的角度去參照,但這只是你的自以為是,因為你已經有了主觀的情緒,而這個情緒在你不知道的情況下影響了你客觀的判斷,當你要做一個判斷的時候並不是因為A所以B,而是由當下湧現的情緒、周圍的情境、理智的分析等多個吵鬧的腦中分析師共同在大聲吵鬧,在這一紛擾無章的聲音中有一個聲音湧現在你的意識層面,這就是你當下的反應、判斷,你自認的經過深思熟慮的決定。</div>
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這裡就牽涉到一個問題,若以上所述為真(小聲跟你說是真的),那麼人類豈不沒有自由意志的存在?</div>
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人從內而外、從遠古過去到現在、從所在的三維空間,這些無數的因已經造就了你將做出什麼判斷的果。</div>
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那何來的我認為、我以為、我知道、我判斷、我自己的決定呢?</div>
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答案是…</div>
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自由意志是決定不做什麼而不是要做什麼。</div>
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你會做出什麼決定、什麼行為基本上是可以預測的,若是我們有足夠的資料、足夠快的電腦去分析,理論上是可以的。但是我們無法預測出你不做什麼事,當你非常憤怒要揮拳出去的當下,你可以決定不出拳,放下你的拳頭轉身離開,這就是你的自由。</div>
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你之所以是個好人,是因為你決定不做壞人,而不是因為你天生就是好人。</div>
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我們是由我們決定不做的事情所定義的。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-71304956887944431712020-06-09T11:08:00.000+08:002020-06-09T11:08:19.003+08:00行銷人的決勝關鍵<div dir="ltr" style="text-align: left;" trbidi="on">
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給你一台一級方程式賽車F1賓士AMG的冠軍車,同時也給你與冠軍選手一模一樣的駕車技術訓練、一樣的訓練時數,在車輛與訓練、經驗都一樣的請況下,你也能在場上跑出一個世界冠軍嗎?</div>
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這個答案很明顯是否定的,為什麼?</div>
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因為每個人對於客觀資訊的主觀判斷不同。</div>
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使用同一種技術、工具,根據一樣的資訊、狀況,每個人做出的行為反應都有差異,例如在何時該煞車、從那個角度切入轉彎、何時油門全開衝刺等等,這些都牽涉到你個人的主觀判斷,牽涉到你是一個怎麼樣的人?</div>
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當你坐上F1賽車,聽著轟隆隆的引擎聲,心中的恐懼緩慢升起,這個恐懼感會讓你該衝的時候煞車,該轉彎的時候錯過時機,當你犯了一兩個小失誤,更讓你信心全失,更關注在可能犯的錯誤上,想要全力避免錯誤,這時候就可能會發生致命失誤,這些都是由於你的自信不足,總是質疑自我的判斷是否正確。</div>
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怎麼會發生自信不足的狀況呢? </div>
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是因為你自我了解不夠。</div>
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當你了解自我,知道自己是怎麼樣的一個人,就會知道你在什麼情況下會有什麼情緒,這會怎麼影響你的感知,產生怎樣的主觀進而會使對客觀資訊的判斷產生怎麼樣的偏差,當你了解自我你才有可能修正,你知道該如何修正就會產生自信,有了足夠強大的自信你就不會被恐懼掌握。</div>
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就算能掌握客觀世界的一切,使用最高新技術的AI、網路科技,仍然無法確保你的成功,因為這些任何一個有足夠資源的其他人也辦的到,差異絕不在客觀世界,因為客觀世界對每個人都一樣,它不會對你特別好,也不會對你有偏見,客觀市場永遠都會是對的,絕對不會有市場錯了,我才是對的這種事,而由於市場永遠是對的,那麼錯的可能絕對在你身上,而這個錯誤跟技術、資訊也就是你開的那台賽車無關,這個錯誤是你的責任。</div>
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因此你看了再多書、上了再多課程、有了許多實戰經驗,這些都是客觀的條件,有更多比你聰明、看更多書、獲得比你更多資訊、使用更強大系統的人,你開的車非常好,但是車僅僅是一個工具,就算你短暫跑贏過對方,對方遲早會開發出比你更好的車,贏的關鍵是其實是你自己,開車的人永遠比車子本身重要太多了。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-41117475617877515862020-06-09T11:05:00.002+08:002020-06-09T11:05:25.420+08:00你是個有用或沒用的人?<div dir="ltr" style="text-align: left;" trbidi="on">
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你是個有用或沒用的人?</div>
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「我連工作都找不到,真沒用。」</div>
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領著只能糊口的薪水,「我怎麼這麼無用。」</div>
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連一個抉擇都無法做,「我怎麼這麼沒用。」</div>
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「為什麼事事不順,難道我不夠努力嗎?或許,是我太沒用了。」</div>
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沒簽成合約「我好沒用,妳還要跟我在一起嗎?」</div>
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覺得自己好沒用,為什麼事情總是半途而廢。</div>
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本篇文章描述了多數人覺得自己沒用的場景,卻沒有提供解決的方法…</div>
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讓小弟我來為您解答:</div>
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首先,在你覺得自己沒用的時候,停下來想一想,你個人對於沒用的定義是什麼?</div>
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然後想想為什麼你如此會定義”沒用”?</div>
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你會發現多數你所定義的沒用,與你個人無關,而是與他人對你的評價有關。</div>
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在來,問問自己,這些他人的評價是否可以定義你這個人?</div>
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如果答案是可以,那麼你的問題是在於你對自己的不了解,你無法定義你是誰,而任由他人定義你,你成為他人口中的你。</div>
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若你能定義自己的存在意義,你就知道這些事情都無法將你定義為沒用的人。</div>
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接下來,這世界上的任何人、任何事的存在必有其原因,也就是說你的存在對某個人必然有用、有意義,那麼你怎麼會是沒有用的人呢?</div>
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想想誰感謝你? 誰喜歡你? 誰愛你? 誰需要你? 光是你給某人的陪伴就是一件有用的事。</div>
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你是否將有沒有用定義的太狹隘了? 用薪水衡量? 用工作衡量? 用房子與車子衡量?</div>
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最後,就算你認為自己沒用,別忘了,那是現在,是當下,是暫時的,有一天你會走過荒涼的平原、昏暗的隧道,這些都會過去的。</div>
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林文傑</div>
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以下是原文</div>
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<a href="http://www.adaymag.com/2019/07/29/keep-thinking-that-i-am-useless.html" style="background-color: transparent; box-sizing: border-box; color: #007bff; text-decoration-line: none; touch-action: manipulation; user-select: auto;">http://www.adaymag.com/2019/07/29/keep-thinking-that-i-am-useless.html</a></div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-62837994853087015422020-06-09T11:04:00.000+08:002020-06-09T11:04:01.390+08:00跨界聯名的秘密<div dir="ltr" style="text-align: left;" trbidi="on">
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跨界聯名的秘密</div>
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1.強強聯手門當戶對:這兩個品牌必須在市場定位、信念與價值觀、品牌印象等被消費者放在同一個天平上,彼此的消費者都會同時擁有的商品。例如BMW╳LV</div>
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2.品牌互補功能互補:這兩個合作的品牌,在使用場景上有互補性,例如星巴克╳Spotify的合作,在咖啡店聽音樂這就很適合。</div>
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3.高反差新奇感:這兩個合作的品牌,在定位上有極大出入,藉此吸引消費者注意與思考,透過議題的創造來使合作成功,例如H&M╳Alexander Wang,一個平價快時尚,一個高價的設計師精品。</div>
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4.超前時代概念奇想:這種合作類型就是透過消費者對未來的想像,創造一個超前其它人的感覺,例如Apple Watch Nike+的合作,透過高科技技術來使追求新穎與眾不同的消費者注意。</div>
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本文為參考《天下》雜誌整理重點</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-71419581166814395782020-06-09T11:02:00.002+08:002020-06-09T11:02:45.965+08:00新定位理論:非關產品<div dir="ltr" style="text-align: left;" trbidi="on">
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新定位理論:非關產品</div>
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行銷經典策略STP理論如下說明</div>
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<li style="box-sizing: border-box;"><span style="box-sizing: border-box; color: #212529; font-weight: 700;">市場區隔(</span><span style="box-sizing: border-box; color: #212529; font-weight: 700;">Segmentation</span><span style="box-sizing: border-box; color: #212529; font-weight: 700;">)</span>:為了選擇合適的目標市場,依照「可能有類似產品需求」、「可能使用此產品的消費者特質」等程度類別,將市場分成多個區塊。</li>
<li style="box-sizing: border-box;"><span style="box-sizing: border-box; color: #212529; font-weight: 700;">選擇目標市場(Targeting</span><span style="box-sizing: border-box; color: #212529; font-weight: 700;">)</span>:選擇目標市場,旨在將營運和行銷活動重點,放在公司選定的目標客群身上。</li>
<li style="box-sizing: border-box;"><span style="box-sizing: border-box; color: #212529; font-weight: 700;">定位(Positioning</span><span style="box-sizing: border-box; color: #212529; font-weight: 700;">)</span>:鎖定目標客群後,針對這群消費者設定宣傳重點,並與自身的產品特徵、品牌形象做連結,這就是定位。</li>
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但是以上已經漸漸失效,不是說沒有用而是效果不若以往,我們很難承認過去多年累積的經驗與優勢對於未來的幫助不大這件事實,這是一種執著,也是一種心理偏誤,過去有做過實驗,我們對自己擁有的東西估值都較客觀大眾來說偏高,當然對於自己的技能、知識、know how的判斷也是。 </div>
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由於行銷是建立在你主觀假設的基礎上,因此我會不斷的提醒你一而再再而三的審視自己的條件,認清自己的現實,多數的行銷策略根本建立在一個錯誤的假設上去設計,從一開始就註定失敗,你是否覺得你的商品在市場上是有競爭力的?</div>
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也許是你的眼界不夠、也許是你的知識不足、更可能是你對自己的作品有過度的偏好,事實上你的商品不會是市場上最好的、也不會是最便宜的、也不會是曝光最多的,多數的情況下你的產品或服務只是消費者萬中選擇之一,你很難相信我要說服你們承認這個事實有多困難,多數人都是拒絕看清事實的。 </div>
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而你想的到的行銷方式別人也想的到,你以為全世界就你一個人在下FB廣告、SEO、關鍵字廣告、社群經營? </div>
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你以為只有你關注客戶需求、經營客戶服務、重視使用者體驗? </div>
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你以為只有你對於設計包裝、物流運送上的細節吹毛求疵? </div>
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我跟你說,你做的別人也都在做,你會的別人也都會,你去上課看書學習,你以為別人都在家睡覺嗎? </div>
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你的產品或服務不是世界第一、不是世界唯一 </div>
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你的廣告投放技巧不是世界第一、你的廣告預算不是台灣第一 </div>
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你的定位、STP、4P等所有行銷模式也是你的競爭對手在用的,你為什麼會勝出? </div>
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消費者為什麼要跟你買東西、做生意?</div>
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未來這幾年的行銷,將由物為核心的思維,轉變由人為核心,這裡指的人包括你自己、你的夥伴員工、你的店員、你的消費者。</div>
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所以過去的STP理論其基礎都是以商品出發,而現在同樣的STP理論請你將商品改成”人”。</div>
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<span style="box-sizing: border-box; color: #212529;">過去我們是公司生產了商品,開始包裝行銷這個商品推銷給消費者。</span></h4>
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<span style="box-sizing: border-box; color: #212529;">現在我們是有了一群消費者,針對這群人設計製造商品讓他們來買。</span></h4>
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你的定位不是產品的定位,是你的價值觀定位,由你的價值觀產生內容,由內容攏絡特定人群,透過內容使這群人產生認同,認同產生信任,有了信任後再針對特定人群推出你理念的載體,這個載體可以是商品、服務、體驗,人群透過購買你的商品而展現自我認同,你的商品即是一種社交貨幣,透過這個社交貨幣,我就可以在這個特定族群中提高社交地位,產生商務閉環。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-53120384085181608242020-06-09T11:01:00.002+08:002020-06-09T11:01:15.661+08:00市場上的商品,永遠都是一分錢一分貨<div dir="ltr" style="text-align: left;" trbidi="on">
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市場上的商品,永遠都是一分錢一分貨。</div>
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所謂的物美價廉只是存在於消費者心中的一個想像罷了。</div>
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創造一個商品所投入的研發、製造、包裝、運送、廣宣、通路、客服…所有的一切都有其必要的成本,好的原料、好的設計、好的服務所需的費用就是比較高,因此售價必然也較高。</div>
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所謂的性價比、CP值根本是虛構的名詞,CP值就像你說這朵花兒好美一樣,美是一種感受,而每個人對於你認為的美也有不同的感受。</div>
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所以我們如何創造物美價廉的假象呢?</div>
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例如直觀上有品牌的東西會比較貴,對嗎?</div>
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透過這個直觀感受,沒有牌子的東西就會比較便宜,透過這個感覺而有無印良品、名創優品、網易嚴選等「無印系」日用雜貨品牌,而其中直接寫出的良品、優品、嚴選等字詞也錨定了你的第一印象。</div>
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設計包裝上採用日系風格也針對你對日本製就是好東西的刻板印象而來。</div>
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你的店面裝潢營造出一種風格,而商品價格卻低於這個風格所創造出來的氛圍。</div>
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你的廣告以精品的方式表現,但售價卻是快速消費性商品的定位。</div>
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你創造一個比較對象,例如讓消費者拿你與BMW比較,創造出台灣製造的BMW,品質相同價格不同。</div>
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你的網站呈現、員工、客服…都是這一場表演的一分子,讓觀眾也就是你的消費者一種CP值高的心理感受。</div>
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若你誤解了什麼是CP值,以為他是一種實際上的製造與營銷能力,那麼你就走向了一條死胡同,相信我這個世界永遠會有比你便宜的商品存在,就算你是製造之神,到了最後也是獲得幾近於零的報酬而白忙一場。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-69733169872997284062020-06-09T10:59:00.002+08:002020-06-09T10:59:45.138+08:00關於時間階層<div dir="ltr" style="text-align: left;" trbidi="on">
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關於時間階層</div>
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工讀生的收益是以小時計算,因此是以眼前的工作為主。</div>
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上班族的收益是以月份計算,因此是以當季的工作為主。</div>
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經理人的收益是以年薪計算,因此是以全年的工作為主。</div>
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總經理的收益則是以三至五年計算(配股分紅)、董事長可以看到五到十年(資本市場IPO)。</div>
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而頂尖的企業家則看到十年以上,例如華倫巴菲特等。</div>
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企業內很多問題是搞錯自己的時間階層,身為經理人卻以上班時的時間階層在思考與處理事情,而上班族卻以工讀生的時間階層看事情,另外績效評估也是有一樣的問題,許多事情是必須以一年、三年、五年的時間幅度來評量,例如要建立一個全新的品牌。</div>
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你呢? 是否也把自己的時間階層搞錯了?</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-35751895588299229532020-06-09T10:58:00.002+08:002020-06-09T10:58:36.692+08:00如何了解了你的消費者<div dir="ltr" style="text-align: left;" trbidi="on">
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由於這個世界是你感覺到的世界,所以我們需要一個自己對於這個世界的態度,需要一個信念,主觀相信世界是什麼樣的,你的認知不是對世界的描述,而對世界的態度,你的世界觀由你的感官組成。</div>
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因此我們可以推導出一個可能的結論,消費者的行動不是根據經濟學,而是心理學。</div>
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行銷的第一步就是如何引發…</div>
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<span style="box-sizing: border-box; color: #212529; font-weight: 700;">現實與理想的差距</span></div>
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我們生活在現實的社會中,與我們理想中的生活多少都有不小的差距,例如現在天氣很冷,在家中感覺冷冰冰的,理想中你希望家裡要溫暖些,這時候”問題”就可以用行銷手段去誘發、加強,或是你現在開的車是Toyota,理想中你想要開的是BMW,這中間的差距就是引發”問題、需求”的好機會,當你引發了消費者的問題後,接下來就是引導他們去找尋解決方案。</div>
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現代消費者的力量很強,他們受到行銷人員誘發自身現實與理想的差距後,會開始主動找尋可以拉近這個距離的方式,他們會去逛逛街、看看廣告、Google一下、問問同事、在Facebook問問大神、去論壇爬文、再瀏覽一下部落客、達人的體驗文、開箱文…有了幾個可能的選項也許會再查比價網站,最後又繞回店面試用看看最可能的選項,然後用手機APP下單或是上網訂購。</div>
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這整個消費流程中間會出現一個行銷人員最有可能也是最大的錯誤,那就是不斷的對消費者訴求”理性”的誘因,強調所謂的CP值最高,用最便宜的價格購買最高品質的商品或服務。</div>
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我想請問各位的是…你們自己在購物消費的時候,有每一次都是選擇最低價、最高品質、CP值最高的商品嗎?</div>
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我知道你的答案必然是…不,我不是每一次購物都是這樣做消費選擇的。</div>
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根據EZprice內部數據顯示,只有35%的消費者在使用比價網站之後決定購買的是最低價商品,這個數據還包括了3C家電等規格品,若是在其他品類,我想選擇最低價商品的機率又會大幅下修了。</div>
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所以我們的行銷模型應該做些修正,在消費者的整個購物流程中,所有他可能與你的商品或服務有所接觸的地方,都是所謂的接觸點,每一個接觸點都應該帶給消費者一種想和你做生意的”感覺”,這個感覺的產生源自於你的企業文化與品牌理念,在每一個接觸點都應該保持一致性,例如某家餐館門口大排長龍,你會”感覺”到這家餐館的餐點很好吃的樣子,或是你”感覺”開BMW出門,妹妹都會注意到你?</div>
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每一個商品或服務給人的感覺都不一樣,這裡講的是差異化,你給人某一種感覺就會吸引某個特定區隔的消費族群,這時候消費者心中已經感覺到要購買你的商品或服務了,這個時候你要做的就是…</div>
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<span style="box-sizing: border-box; color: #212529; font-weight: 700;">給消費者購買你的商品或服務的理由</span></div>
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你的銷售點,例如店面、賣場陳列、網站圖文等等必須在一致性的感覺包裝下給予消費者購買的理由,例如現在買最划算、熱賣中即將缺貨、季節限定等等,你的行銷策略必須根據每一個階段的消費者心理變化而有所調整,行銷的工具基本上都是一樣的,重點不是工具的變化與應用,重點是在每一個不同的時機,你所傳達的內容是否能順應著消費者的購物/消費心理流程變化,每一個廣告、每一種包裝、每一頁網頁都有其目的性,絕對不會是有做就會有銷售的。</div>
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了解消費者,就從想想你自己是怎麼買東西開始。</div>
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<span style="box-sizing: border-box; color: #212529; font-weight: 700;">了解自己,就了解了你的消費者。</span></div>
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by林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-83066236279765037122020-06-09T10:57:00.002+08:002020-06-09T10:57:41.306+08:00對於傳統產業行銷重要嗎?<div dir="ltr" style="text-align: left;" trbidi="on">
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對於傳統產業行銷重要嗎?</div>
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若你做與去年一樣的事情,整體市場成長10%,你也能成長10%。</div>
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若你做與去年一樣的事情,競爭對手數量減少10%,你也能成長10%。</div>
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若你做與去年一樣的事情,整體市場成長10%,新競爭對手數量成長10%,你可能就會持平。</div>
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若你做與去年一樣的事情,整體市場0成長,新競爭對手數量成長10%,你可能負成長10%。</div>
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這只是用簡單的概念告訴你,過去多年的增長有可能與你的行銷好不好無關,這也是許多台灣的傳統產業老闆的迷思,他們過去多年從未做過行銷,或是誤將打廣告當成行銷的全部,仍然可以成為大型企業甚至隱形冠軍。</div>
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企業的增長是綜合營運的最終結果,並不是你做了一件什麼特別厲害的事情就可以的,有許多的傳統產業根本沒有行銷部門,更多的是將行銷部誤認為設計、文案等技術工作單位,這是因為多數傳產的營運核心是生產與製造,也就是以產品為核心的思維,先有產品再找客戶。</div>
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不可否認,過去多年以來這是相當有用的方法,直到數位革命、資訊爆發、中國崛起、世代交替等等所造成的環境劇變為止,若你還沒有認知到這整個市場已經完全與你過去幾十年的經驗不同了,那麼你現在自已為傲的所謂隱形冠軍稱號將會使你在新市場中隱形。</div>
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既是冠軍,何必隱形?</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-9232983652663722972020-06-09T10:56:00.002+08:002020-06-09T10:56:30.822+08:00品牌包含了三個口也就是品質、品味、品格<div dir="ltr" style="text-align: left;" trbidi="on">
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品質</div>
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你的產品或服務的品質如何?</div>
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給予目標客戶實際的幫助、解決的問題是什麼?</div>
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相較於其他替代商品或服務如何?</div>
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是否符合目標客戶的期待?</div>
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這裡偏向客觀上的感受,任何人使用你的商品或服務,解決問題的能力與幅度應該都差不多。</div>
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品味</div>
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有了品質接下來應該要開始有品味</div>
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目標客戶使用你的產品或服務的時候,感覺自己如何?</div>
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在目標客戶的社交圈中,其他人覺得他使用你的產品或服務看起來如何?</div>
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這裡指的是特定族群圈子內的主觀認定,關鍵是在特定族群的圈子中,我使用你的產品或服務必須是讓其他人欽羨的、讓人稱讚的、讓人舒適的,至少不能讓我的社交圈感受到負面的情緒。</div>
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品格</div>
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當你的產品或服務有了品味後,下一個階段就是讓它有特定的態度、世界觀、價值觀,你的產品或服務開始有了針對這個世界的觀點表達,這個主觀應該與你目標客戶一致,甚至能引領目標客戶往更高的意義前進。</div>
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目標客戶會透過使用你的產品或服務表達什麼?</div>
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你的產品或服務能呈現什麼樣的精神?</div>
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品牌</div>
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當你的商品依序有品質、品味、品格後,品牌自然會順勢產生,品牌並不是你塑造出來的,品牌是你的產品或服務長期於目標客戶互動之中自然產生的信仰。</div>
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品牌標誌著你的品質、代表的品味、表達的觀點,若你的產品或服務是只有logo而沒有深度,那麼你自認的品牌就只是一個知名商標,用來辨識你的產品或服務之用,它並不能帶來忠誠的消費者。</div>
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延伸</div>
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如何驗證你的產品或服務已經成為一個真正的品牌呢?</div>
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驗證的方式很簡單,那就是若你不再生產現有的產品或提供現在的服務,那麼你可以只憑這個品牌做什麼?</div>
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例如NIKE除了服飾鞋包以外,還有出品運動飲料,一個品牌是可以將其代表的意義延伸至其他產業而不減損其價值。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-45430211253808714852020-06-09T10:55:00.002+08:002020-06-09T10:55:32.774+08:00創造與傳遞:未戰先勝的經營秘密|林文傑<div dir="ltr" style="text-align: left;" trbidi="on">
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創造與傳遞:未戰先勝的經營秘密|林文傑</div>
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你的企業分為兩個階段</div>
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第一個是創造價值的階段,透過良好的組織產生有價值的商品或服務。</div>
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第二個是傳遞價值的階段,透過行銷推廣與通路建設來傳遞價值。</div>
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過去一般來說是從第一個階段到第二個階段的過程,但現在由第二個階段逆行到第一個階段才是在風口、在趨勢上。</div>
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從創造價值到傳遞價值,多年以來是一般企業的做法</div>
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你得有一個組織,規劃與生產商品,然後透過行銷手段與鋪貨到通路銷售,這裡的行銷作為是偏向大眾行銷、媒體採購,在過去是十分有效的商業模式也曾經十分成功,但是時至今日商業環境與技術已與當時不可同日而語了。</div>
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過去的大眾市場,習慣從價從量,企業所獲得的品牌忠誠度,往往只是隨著價格競爭而來的結果,而不是真正出自消費者打從心底的選擇。</div>
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你只要提供價格夠低、品質夠好、容易購買的商品加上足夠的曝光,就能在市場佔有一定的份量,因為消費者沒有足夠多的選擇,只能將就現有的,當然我們也可以說過去是依靠資訊不對稱而獲利。</div>
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而現在情況不同的關鍵是一資訊透明化,消費者互相連結的能力大增。由於網路與社交網站的興起,所有的消費者都能依靠自己的價值觀、興趣、喜好找到屬於自己的天地。二是服務與產品選擇爆炸,不只是同類型商品互相競爭,甚至跨業都有可能替代你的商品或服務,只提供一個能滿足需求的商品已經遠遠不足以滿足消費者了。</div>
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現在是從傳遞價值到創造價值的逆向時代。</div>
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先傳遞”價值”,這裡的價值指的是你的價值觀、理念發展出來的”定位”,這一個獨一無二的定位會產生認同你的群眾,透過不斷的發表包含你理念的內容來聚眾,先有了一群對你的價值觀買單的”客戶”,接下來使用各項行銷工具、平台與他們產生互動累積信任,獲取穩定的流量,再根據這一個群體的生活方式創造”價值”,這裡的價值指的是有價值的”商品”,再透過商品乘載的價值觀累積更多同類型的客戶。</div>
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也就是說你有將經營成本、製造與庫存風險壓到極低的可能,你可以不斷的測試、重複直到你累積夠多的群眾與他們的信任後,再針對其喜好、需求來設計製造商品,滿足他們。</div>
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這就是爆品、就是以小勝大的機會。</div>
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讓消費者與品牌之間,有一股惺惺相惜的聚合力, 越是有多元選擇的市場,就越是會產生渴望獨立見解的人,甚至不需要企業主動行銷就會幫著口耳相傳。</div>
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那為什麼他們會主動產生口耳相傳的口碑呢,顯然不是經濟利益的驅動,而是另外一種比經濟利益更好的驅動形式:聲譽,個人的社交聲譽。</div>
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這就造成了行銷成本的急遽降低,因為他們是透過你的商品來表達自己的理念、來展現自己在特定社群中的地位。</div>
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在你的產品為出生之前,你就已經贏了。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-26778341293452642632020-06-09T10:54:00.002+08:002020-06-09T10:54:34.969+08:00品牌=故事 因「感覺」產生購買「行為」<div dir="ltr" style="text-align: left;" trbidi="on">
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品牌=故事 因「感覺」產生購買「行為」</div>
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品牌是一則故事,而你的商品是承載情節的工具。每個品牌都應該有自己的生命,而商品會帶著情節往前走。林文傑解釋,「真正的品牌是即使把LOGO印在T-shirt上,你也願意穿出去,而這也代表了這個品牌的價值觀,符合你的價值感。品牌,是具有價值觀的象徵性標誌。」</div>
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大部分的時候,我們以為是消費者先有了問題,才開始找尋解決方案,並比較分析各個方案,進而決定最終的選擇。但事實上,消費者是產生了問題後,因為「有感覺」所以做了決定,接著再依據推理的結果支持購買決定。這一整個過程是先有「認知」、再有「情感」,接著才有「行為」。</div>
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也因此,品牌在做行銷時,「要會說故事,讓消費者產生感覺。」林文傑說。經歷數千年不變的故事架構是「故事=主角+麻煩+脫離困境」,根據哲學家亞里斯多德的「說服三部曲」,說服他人有三個關鍵,即「邏輯」(Logos)、「信譽」(Ethos)、「情感」(Pathos),「必須讓對方覺得很有道理且說服者值得信任,而為了連結情感的目的,必須建立適合的情境來傳達訊息。」這就是所謂的 故事行銷 。</div>
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也就是說,故事必須要有「適合的情境」,而這取決於消費者當下的參考點為何,根據心理學教授丹尼爾•卡內曼和阿摩司•特沃斯基提出的「展望理論(prospect theory)」,每個人基於初始狀況(參考點位置)的不同,對風險會有不同的態度。因此,當消費者在考慮買中價位的汽車時,想到的品牌會是TOYOTA或NISSAN,卻不會想到VOLVO或BMW。</div>
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故事被傳播關鍵:創意、支點、槓桿</div>
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所謂的「創意」,就是病原體的製造,應該花最多的行銷資源與時間在這裡,因為它至少影響了50%以上成功與否的結果。</div>
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「支點」指的是第一波受感染者,企業應該花第二多的資源在此,此外,怎麼選擇第一波的受感染者,決定了是否能讓故事順利地被傳染出去。</div>
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最後,「槓桿」指的是「擴音器」、「放大器」,通常是使用某一種媒體,而使用不同「槓桿」對於行銷溝通的差別很大</div>
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然而,在台灣,「我們總是在『槓桿』花最多錢,第二是代言人,最後才是創意,這也是台灣企畫的行銷案會有那麼高的失敗率的原因。」林文傑接著表示,「最好的行銷是協助消費者做他們原本就想做的事,比如說,企業不可能強迫消費者進入超市,但如果在各種超市旁邊開一間名為『超市入口』的超市,就很容易吸引消費者走進去。又或者是把漢堡紙用女性優雅的笑容裝飾,讓消費者在大口吃漢堡的同時,看在其他人眼裡依舊是好看的。」</div>
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「鑽石之所以亮晶晶,並不是組成鑽石的碳原子都亮晶晶的,而是因為碳原子的特殊排列方式。個體單元並不重要,重要的是結構模式。行銷也一樣,模式才是重點,用哪些工具是次要問題。」</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-6097720298031564132020-06-09T10:53:00.002+08:002020-06-09T10:53:24.625+08:00行銷人的連鎖思維看外送市場<div dir="ltr" style="text-align: left;" trbidi="on">
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根據商業周刊2019.10.08封面故事報導</div>
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全台580萬人愛用!5萬外送大軍,全面改寫房產、百貨、零售、夜市規則,<a href="https://www.businessweekly.com.tw/magazine/Article_page.aspx?id=6000397" style="background-color: transparent; box-sizing: border-box; color: #007bff; text-decoration-line: none; touch-action: manipulation; user-select: auto;">外送經濟大爆發</a>,外送將變超級通路零售、房產、職業全改變!</div>
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1.外送平台》全台外送餐飲,產值達300億</div>
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2.餐飲零售》18%餐廳 加入外送戰</div>
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3.外送人力》5萬外送大軍 街頭送餐</div>
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4.消費者》1/4台灣人 變外送族</div>
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當獲知上面的資訊後,我們就可以推理出一些市場的方向與變化,舉個例子來說:</div>
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外送爆發會造成什麼樣的結果呢?</div>
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具有座位的餐廳門市減少,成為只有廚房加上外送的新營運模式出現,而節省的門市租金、外場服務員等,可以轉移成為數位行銷費用,進一步成為網紅廚房的新商業模式。</div>
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而上述結果進一步推升宅經濟的發達,另一方面餐廳業也會更加強聚會型態的節慶與紀念日等方向發展,回過頭來在家吃飯但不開伙的生活型態也成為顯學,煮菜不在是婦女必備技能而成為一種休閒娛樂,烹飪成為如唱歌、畫畫一樣的興趣,這也將改變廚房用品的生產與行銷方式。</div>
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而居家用餐也將帶動個人化、個性化的品味居家雜貨銷售,又可以分為單身獨居、雙人情侶、三口之家等等許多不同生活型態,搭配同時興起的串流媒體如網飛之類,在家吃飯看電影、影集、節目也帶動了居家影音設備。</div>
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那麼在延伸想像訂閱經濟如果與外送經濟組合,是否可以成為傳統自助餐升級機會?</div>
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例如每月6000元,可以訂購60次餐點,而於該自助餐菜色有100道菜可以任意組合每天任選?透過外送員送到你的家中、辦公室等指定地點?</div>
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甚至是幾家餐廳聯盟,包含泰式、越式、台式、中式、西式等組合成訂閱制外送聯盟,消費者訂閱後可以自行從聯盟數百樣菜色中任選搭配組合?</div>
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再換一個方向想,送餐是否可以像送花一樣成為一種禮物?父親節送一份龍蝦大餐給老爸?如果可以這樣的行銷策略表現方式如何?</div>
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一種新商業模式的爆發,我們不應該只把他當成獨立的單一事件,這個世界是連動而互相影響的,這種數量級的爆發必然代表了消費市場與生活型態的轉變,我們必須保持開放心態、想像力與邏輯演繹的習慣,才能適應環境而持續生存下去。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-86801999155375422322020-06-09T10:51:00.003+08:002020-06-09T10:51:59.894+08:00正確的工具<div dir="ltr" style="text-align: left;" trbidi="on">
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雨傘是一個了不起的發明,下雨天使用它非常的方便。</div>
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隨時可以在需要時刷一下就撐開擋雨,但不要將它與雨衣混淆,雨傘與雨衣都是可以擋雨的工具,但是若你在騎機車的時候,使用雨傘可能就會造成車禍。</div>
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不要僅僅因為方便,就選擇一個數位行銷工具,方便並不意味著它是完成工作的正確工具。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-85280569708190581042020-06-09T10:51:00.000+08:002020-06-09T10:51:08.244+08:00你的產品的售價是完全反映你的價值<div dir="ltr" style="text-align: left;" trbidi="on">
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價格=價值</div>
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價格=產品成本+經營成本+行銷成本+通路成本</div>
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產品成本+經營成本+行銷成本+通路成本=價值</div>
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而消費者是否要付出這個價格去購買你的產品,除了取決於消費者主觀的價值認知外,也會因為消費者對於機會成本的衡量而定。</div>
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購買行為=價值-機會成本</div>
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消費者會購買你的商品就是因為處於整體價值減去機會成本仍為正值的情況。</div>
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所以,我們談到無形價值其實表現出來就是具體不過的價格,這個價格就是消費者願意購買你的產品或服務的最大值,不過剛剛提到價值本身是基於消費者的個人主觀,不同族群、文化、背景、生活態度、方式的消費者主觀當然會有所差距,因此我們在做市場定位的時候,區隔消費者的關鍵就是生活態度與風格、價值觀判斷等,根據脈絡找出對你的商品價值判斷主觀評價最高的那一群人。</div>
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要營造消費者對你商品的價值認知,就包含了商品本身的原物料、製造方式、技術研發等產品本身有關的特質,搭配企業在經營上的效率、創新,在行銷層面上營造體驗、想像空間、期待與彰顯個人價值觀的代表性等等形而上的感受,最後就是接觸消費者的成本、交易的成本、消費者取得你商品的成本等等,須使每一個消費者與你商品的接觸點摩擦力降到最低。</div>
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最後消費者付出的代價必須高過其他的選擇,而不僅僅指的是你的競爭對手生產的替代性產品,也包含其他的選擇,例如他不買你的車,而將錢拿去買股票是否更有利?你必須以機會成本的概念來思考,而非只考慮狹義的替代競爭品。</div>
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如果你的商品賣不出去,指的就只有一件事,那就是在消費者眼中,你的價值與價格並不相等,多數的情況就是你的訂價過高,忽略了消費者的機會成本,如果你不想降價銷售,你就只有一個選擇,就是提高其他方面的價值,你可以提升產品本身的原物料、技術,也可以透過行銷手段創造品牌溢價,彰顯消費者的獨特自我主張,抑或是將消費者的交易成本降低、做出商業模式的變革等等,這些都是降價之外的可行選擇。</div>
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你要認清現實,商品賣不掉的原因很單純,那就是你提供的整體價值與價格有落差,接受市場給你的判決,然後做出相對應的改變吧。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-18041349834223428432020-06-09T10:50:00.002+08:002020-06-09T10:50:13.470+08:00目標才是關鍵<div dir="ltr" style="text-align: left;" trbidi="on">
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目標才是關鍵</div>
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例如你企業的目標是獲利,所以你必須控制成本、提高售價以確保毛利為正,然後透過各種銷售手段達成。</div>
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不論你是品牌行銷的信仰者,</div>
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或是認為廣告投放才是關鍵,</div>
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抑或是認為通路與活動為王。</div>
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都可以,只要能達成你的獲利目標就好。</div>
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你所處的地方是A地點,你要在一年內跑到B地點,這AB兩點間有無數的可能路徑可以達到,用走的、跑的、搭車、搭飛機…有無數可能的方式,反正只要能夠在你的預算與時間內達成,怎麼到B地點根本無所謂。</div>
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所以,不要拘泥於你個人的偏好、觀點、習慣,因為這些並不一定會是最快、最短、成本最低的路徑,確認你的目標,找出最有機會完成的方式,這些方式與你個人的喜好無關。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-23347411387357271702020-06-09T10:49:00.002+08:002020-06-09T10:49:14.674+08:00當30歲的人有20歲時的行為,你的行銷策略需要調整<div dir="ltr" style="text-align: left;" trbidi="on">
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當30歲的人有20歲時的行為,你的行銷策略需要調整</div>
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以台灣的數據來看,在1975年,第一次結婚的平均年齡為男性25歲、女性22歲,女性第一胎平均年齡22歲;在2018年,第一次結婚的平均年齡為男性32歲、女性29歲,女性第一胎平均年齡31歲。</div>
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以國外心理學家近期的分析來看,新世代的成年人應該要界定在「25歲」。</div>
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英國兒童心理醫生安特洛布斯(Laverne Antrobus):「現在還說18歲就是轉大人已經不切實際了」。</div>
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英國心理學者赫爾普斯(Sarah Helps):「就算到了3字頭,大腦還會繼續發展,而且它會在你愈來愈像成年人時,開始採取不同的思考模式」。</div>
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社會學研究者傅瑞迪(Frank Furedi)教授認為,這種青少年「嬰兒化」的現象,是來自於父母用對小朋友的方式對待年輕人,導致很多現代青年就算20多歲還是選擇留在家中,缺乏獨立或靠自己生活的動力。</div>
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綜合以上與我個人的觀察,過去成人、就業、結婚、生子、買房、買車多數於30歲前後完成,這個階段也是消費能力最強的時候,因此許多的廠商都以25-35歲的區間作為消費核心設計行銷策略,但是經過數十年的社會演變,人們的存活年齡不斷升高,2018年台灣人的平均壽命已經達到80.7歲,年齡中位數:</div>
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40.50歲,而結婚生子的年齡也大幅延後至30歲之後,加上年輕人從小的教育與生活方式的幼稚化,我們可以這樣想,20-30歲的人就像十幾歲的青少年,而30-40歲的人生活方式就像以前20多歲的人,以此類推,現在的老年人活得像中年人,而中年人的心理狀態與生活方式也向年輕人靠攏。</div>
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所以我們若是針對4-50歲的族群設計行銷策略的時候,必須以3-40歲的生活態度來思考表現方式,不用在用老舊的觀念與標籤來想像他們,對於2-30歲的年輕人則透過二次元、可愛動物、負能量言語等原本認為適合大學生的方式去應對,當然也不可低估現在老年人的活力與消費能力,都不可同日而語。</div>
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身為行銷人的你,必須從大局觀從小處做,敏銳的感受到社會文化的變遷,比別人早一步因應。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-40141827336930756462020-06-09T10:48:00.002+08:002020-06-09T10:48:26.494+08:00你確定你在做行銷?<div dir="ltr" style="text-align: left;" trbidi="on">
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你確定你在做行銷?</div>
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以為自己在做行銷的,主要的工作是算數學、做報表、扛業績承擔明天的營收數字,多數的時間在粉絲團PO文計算按讚、留言、點擊數與轉換率,還有計算廣告投放的成效與隨時調整、監控GA流量分析調整頁面圖文等等,其實你是業務。</div>
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初階的行銷會從企業的角度出發,透過STP、4P、SWOT、PDCA等多樣策略規劃工具,根據本身企業、商品的資源產生最大曝光,這時侯你會幫公司弄個漂亮的logo、有力的標語、精美的廣宣物與輔銷物,以企業本身為核心涵蓋最多的目標客群,並想辦法說服他們。</div>
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進階的行銷呢,你應該會從消費者的角度出發,第一件做的事是”定位”,了解你對於特定消費者存在的意義是什麼?了解消費者為什麼要跟你們往來,獨一無二的定位意味者特定的消費族群,也就是懂得捨棄,有所為而有所不為,對於本身的商品有深層的認知,有形塑品牌文化的能力,使得認同你理念的消費者會主動來找你。</div>
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頂尖的行銷則會從自己的品味出發,經過多年時間的沉澱,他們會發現最有效行銷方法是:你自己的知識、眼界、經驗。</div>
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你不再對外說你是誰、你有多好、你的理念是什麼、你為什麼要做這些事,你單純的展現品牌本質,展現你的品味,你展現出獨一無二的味道,讓目標消費者心響往之,讓目標消費者能夠有足夠的想像空間,想像自己也能像你一樣。</div>
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你現在在哪一個層次呢? 想往哪一層去呢?</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-52501579301774289532020-06-09T10:47:00.002+08:002020-06-09T10:47:06.139+08:00你把網紅當成廣告投放一定賠本<div dir="ltr" style="text-align: left;" trbidi="on">
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你把網紅當成廣告投放一定賠本</div>
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你選擇KOL或網紅合作的時候,選擇的標準是什麼?</div>
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是否以這兩項為主指標?</div>
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一看粉絲數、訂閱、追蹤人數?關於觸及量多少。</div>
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二看發文按讚、留言、分享數?關於互動數多少。</div>
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若只是看這兩個為主,那麼你不如直接投放精準廣告就好。</div>
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有些人還會說,我沒那麼膚淺,還會參考他追蹤粉絲的屬性,是否是我商品或服務瞄準的目標客戶,在搭配該KOL、網紅的發文風格、圖文調性是否符合我品牌的定位。</div>
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若能做到這樣,是比以觸及量、互動數為主的人好一點,但是也不會差距多少,成敗的關鍵因素其實是…</div>
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該KOL、網紅是否被你的目標族群信任。</div>
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例如證嚴法師與妙禪師父,在不同族群的被信任程度有天差地遠的差別,你可以花費鉅資找一個百萬粉絲的網紅,但是這並不代表你的客戶會信任這一個人所說的話。</div>
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你花費的預算不是在買該KOL、網紅的觸及量、互動數這些數字,否則跟買廣告有什麼不同?</div>
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你買的是KOL與網紅的信任價值,例如你是賣鍵盤的,你找的KOL是LOL的世界冠軍,他在電競界是被玩家所信任的,因此透過他的信任加持到你要銷售的鍵盤之上,這才是你花錢要買的價值,而不是他有多少數字可以提供給你。</div>
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而信任的轉嫁是需要時間的,請不要期望一、二次的曝光就能獲取信任,這是需要時間累積出來的,因此這樣的操作是整合行銷中的一環。</div>
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更不要說有些人找網紅還期望他在直播同時幫你賣東西,這樣的做法等同你將東西放到夜市、電視購物叫賣,除非你要清庫存或只是單純的要賣東西,那就是另外一件事了,清楚自己的目的,而不要盲目的追隨流行。</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0tag:blogger.com,1999:blog-5828290587995193413.post-77689867384177017152020-06-09T10:45:00.002+08:002020-06-09T10:45:56.629+08:002020林文傑行銷關鍵心得報告<div dir="ltr" style="text-align: left;" trbidi="on">
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2020林文傑行銷關鍵心得報告</div>
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之前我們都知道,人會自行根據主觀去編造故事,也就是俗話的腦補,使自己的世界觀、價值觀能夠與所見所聞一致,產生自我一致的主體性,對於不理解的人事物也會強加因果(這也是編造一個故事)來解釋。</div>
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過去我以為腦補的程度也許就是根據感受、感知,腦補個二、三成就算很多了,不過現在的最新研究指出,腦補的程度可能反過來高達七成以上,我們對於現實的詮釋幾乎都是自我的解釋與想像。</div>
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人每一分每一秒都在根據當下的感知來詮釋現在的狀況產生判斷與行為,唯有感知到人事物才有可能產生感受,進而有所反應,簡單的舉例如手碰到熱水,感知有熱水,以過去的經驗記憶來看,預期這個溫度將可能會燙傷,根據過去的經驗與對未來的判斷,現在要做出縮手這個決策,然後產生縮手的行為。</div>
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這一個過程連一秒都不到,對你的感受而言是瞬間的反應,但這個決策的內部程序是確確實實的走了一輪。</div>
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當下感受編造故事</div>
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通常我們每分每秒的感知是如山倒海而來,眼睛看到的、耳朵聽到的、聞到的、觸摸的到、感受的溫度等等這是外在的感受器官,體內也有各種賀爾蒙、激素與各種感受如飢餓感等。</div>
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額外提一個例子,當我們分泌腎上腺素時,會感受到情緒上的波動與興奮、可能會流手汗、發抖等等生理表現,但這個感受是因為遇到一見鍾情或是遇到一頭獅子呢?</div>
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腎上腺素並不分是好的還是壞的情緒,好壞是根據外在的情境線索所判斷,當面前是一位美女,根據過去的經驗你就會判斷這應該是一見鍾情,感覺到自己愛上對方,這毫無神秘之處也沒有什麼命中注定,這是由於剛好內外最佳時機發生讓你詮釋為一個愛情發生的故事(這就是想像出來的故事,用以詮釋你生理的表現),所以第一次約會最好去看恐怖電影或是坐雲霄飛車吧。</div>
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你這一秒的意識都是臨時拼湊出來的</div>
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我們隨時都有那麼多感受,但注意力僅僅只會注意到一件事,其他的都會成為背景,你以為能全面掌握整體現況只是一個幻象,那是因為注意力的轉換極快,注意力會一件事物接著一件事物快速轉換,有如連續播放的電影膠片,電影畫面也是一格一格的,但你在觀看的時候感覺不出來,還以為是連續不斷的流暢過程。</div>
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人們會針對那一瞬間注意的事物,快速的展開思考循環,感知到了、根據記憶聯想、類似經驗、產生預期、做出判斷、展開行為,也是瞬間發生,如此一個瞬間接一個瞬間,讓你的自我意識非常流暢的在現實世界進行運作。</div>
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根據實驗證實,你看到的彩色世界只有視覺中心那一小點是彩色的,視覺中心外的視野都是黑白的,還有更誇張的就算是視覺中心那一點彩色的區塊,也是一個顏色接一個顏色辨識出來,先看到紅、在看到白、在看到黑,然後合成為一個彩色的小區塊,當你視覺中心移動的時候,這個彩色的小區塊也會跟著移動,因此你看到的世界就會是全彩的樣子。</div>
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說到這裡,你就知道以行銷策略來說,關鍵的三個部分就是累積人們對你的服務或產品的記憶或經驗,這需要一點時間。</div>
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接下來是必須在這個記憶或經驗的基礎之上,創造使用你商品或服務的未來想像空間。</div>
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最關鍵的是引動消費者當下的感知以產生思考循環,我們以前以為消費動機是埋長在內心深處,實際上動機是根據當下的情境而快速轉變的,在人們注意力極有限的情況下,要獲取注意力必須打破消費者習以為常的情境,例如一股炸雞的香味飄來,你感知到了,這時如果剛好你也有一點飢餓感,看到炸雞的品牌聯想到過去一些不錯的體驗,想像買點炸雞配啤酒等下看劇好好享受享受,你決定現在就要買,產生掏錢的行為。</div>
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所以行銷策略是一個持續不斷的過程,在這樣一個思維鏈中透過一次一次的經驗累積、創造想像空間,控制與設計消費者當下所處的情境,了解消費者的注意力極度受限,了解那些碎片、線索會引動怎麼樣的記憶聯想,如何在適當的地方留白讓消費者能夠自行想像,鉅細靡遺的說明書可不會給消費者留有想像空間,因此行銷是一個藝術、是一種品味、是尺度的拿捏、是對人的理解。</div>
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林文傑</div>
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林文傑http://www.blogger.com/profile/17044354271914997952noreply@blogger.com0