DIGITALCAPITAL_LECTURE_08-培训教材.ppt

* * Digital Capital－Lecture #8Chapter 7, The human capital in the business webChapter 8, Marketing: Relationship capital in the webBy Tapscott, Ticoll, Lowy e化企業之經營管理 授課教師：黃景彰 教授 B-web culture: nine imperatives (cont.) Manage knowledge across the b-web (example: Cisco’s culture of acquiring technology); Codify culture in process objects: Business processes—comparable to Lego-like software “objects”—are increasingly standardized in different situations. (examples: the shift from EDI to XML, cnXML (Chinese effort on XML)) Embrace the Net generation—The Net generation will transform the nature of the enterprise and how wealth is created, as their cultures become the new culture of the work. Question: What are some characteristics of the Net Generation in Taiwan? They are more globally oriented with better English, insensitive to political value, high in self-esteem, smart, showing less respect to the elderly. Do you agree to the viewpoint? What else? Chapter 8－Marketing: Relationship capital in the web B-webs change most aspect of marketing. When customers participate in a b-web, everybody communicates—in multiple directions—and marketers can no longer control customer perceptions. The brand is no longer an image established through print and broadcast media; it functions as a measure of relationship capital. Customers gain new power: The seller, the hunter of old, becomes the hunted. Dynamic pricing challenges fixed prices. Buyers, not just sellers, establish prices. Rather than persuade people to buy products, firms must build relationship capital via comprehensive communications strategy. The demise (death) of four P’s(product. Price, place, promotion) Products are now mass customized, service intensive, and infused with the knowledge and the individual tastes of customers. Products are becoming experiences. Buyers and sellers exchange more information, and pricing becomes fluid. Markets, not firms, will “price” products and services. Every b-w