几家体育用品公司的战略比较资料.pptVIP

RETAIL THEATRE: IS THAT ENOUGH? 第三十一页，共六十七页。 HOW DO WE DO IT?: Our people are true to the brand 第三十二页，共六十七页。 第三十三页，共六十七页。 第三十四页，共六十七页。 BRINGING THE BRAND TO LIFE: WHAT WOULD WE DO? 第三十五页，共六十七页。 WHAT WOULD WE DO? : Know our ‘market’ 第三十六页，共六十七页。 WHAT WOULD WE DO? : Know our ‘market’ Understand their needs 第三十七页，共六十七页。 WHAT WOULD WE DO? : Know our ‘market’ Understand their needs Know the competition 第三十八页，共六十七页。 第三十九页，共六十七页。 WHAT WOULD WE DO? : Know our ‘market’ Understand their needs Know the competition Understand your point of difference 第四十页，共六十七页。 by Colin Trask, contributor * ??03 Jan 2006 ???????????????????????????????????????????????????? Although the number is dwindling, there are those who recall the days of milkmen, gas station attendants and bank tellers. Now, we take care of most of those jobs ourselves, and seem happy to do it. There are few areas of our economy that haven’t been touched by the growing self-service industry. And, it’s not something that’s being forced on the customer by budget cuts and lower overhead. More and more people just prefer to do it themselves. What has transformed the shopper’s mindset from a desire to be waited on to a desire to serve himself? Peter Honebein has made it his business to find out. As a learning psychologist and instructional designer, he has accumulated 10 years experience designing software products and training programs for customers and employees. Along with Roy Cammarano, he has written Creating Do-It-Yourself Customers: How Great Customer Experiences Build Great Companies. Honebein sees the self-service industry drawing on five types of do-it-yourself customers. The first is the transactional customer who is willing to carry out the transaction role of doing business. The next is the traditional customer; this is the classic DIY kind of guy: he fixes it, builds it and renovates it himself. Third is the conventional customer. This customer is the co-creator of product val