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脫鉤搶商機
斷開顧客價值鏈發現新財源!
從顧客的角度出發,隨著科技與環境改變,整個消費行為構成的價值鏈當然可以也應該不斷破壞與重新創造,以便更貼近顧客的需求。如果你仍一心捍衛原本的價值鏈,那麼與顧客行為脫鉤自然是遲早的事。
2019-07-10 /  1274  3
輕鬆聽大師
俞國定導讀
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目 錄 導 讀 付費內容 延伸閱讀 輕鬆抓重點

Chapter 1

今日市場的新現實

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長久以來,消費者都是跟同一家公司完成所有的價值鏈活動,但今日市場充滿破壞者,他們會打斷價值鏈中的連結,然後自己處理其中一個或少數幾個階段。脫鉤的做法無所不在,精明的數位破壞者會扮演價值鏈中創造最多價值的角色,然後把其他複製成本太高的部分留給別人去做。脫鉤是一種強而有力的商業模式。


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Chapter 1

The new realities of today's marketplace

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Traditionally, consumers completed all the value chain activities with the same company. Today's markets are now full of disruptors who break the links in the value chain and then perform one or a few of those stages themselves. Decoupling is happening everywhere. Savvy digital disruptors are performing those parts of the value chain where the most value is added and leaving others to perform the other parts which are expensive to duplicate. Decoupling is a compelling business model.


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1
2012年的節慶購物季,電子產品零售商百思買的銷售成績衰退超過4%,虧損達17億美元,這讓公司高層非常困惑,因為他們的門市擠滿了購物人潮。經過深入分析之後,百思買發現,很多顧客都是到店裡研究展示的商品,然後掏出智慧型手機,上網查看能否在網路上以更便宜的價錢買到同樣的商品。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
1
In the holiday shopping season of 2012, electronics retailer Best Buy saw its sales fall by more than 4 percent resulting in a $1.7 billion loss. That puzzled the company's management since the company's stores were packed with people. On closer analysis, Best Buy found that lots of customers would look at the goods on display in their stores and then pull out their smartphones to see whether the same items could be purchased online cheaper.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
這種現象很快就被稱為「展示廳現象」。百思買的行銷長形容這是「競爭對手趁人猶豫不決之際偷走生意的機會」。不過,從更廣的角度來看,展示廳現象只是「脫鉤」這股大趨勢的一個例子而已,所謂「脫鉤」,就是公司嘗試打斷顧客價值鏈,從中偷走一個或更多向來在同個地方進行的步驟。顧客先是在百思買找到喜歡的商品(評估與選擇),然後上網到亞馬遜、沃爾瑪或其他地方,看看有沒有更便宜的價格(購買)。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
2
This phenomena was soon dubbed "showrooming". Best Buy's chief marketing officer described it as "an opportunity for a competitor to steal a sale right when someone is in the throes of making a decision". In a broader sense, however, showrooming is just one example of a bigger trend called "decoupling" where companies attempt to break apart the customer value chain and steal one or more steps which historically were performed in one place. Consumers would find goods they liked at Best Buy (Evaluate and Choose) and then see whether they were available cheaper online at Amazon, Wal-Mart or elsewhere (Purchase).感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
百思買對展示廳現象的回應,先是變更產品條碼,然後又試圖跟線上零售商拼價格,但這一點用也沒有,因為百思買的固定成本原本就比較高。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
3
Best Buy responded to showrooming by changing product barcodes and then later by attempting to match the prices of online retailers. That didn't work out well at all as Best Buy's fixed costs were much higher.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
最後,百思買終於體認到,唯一的長久之計,是想辦法與線上零售商共存。百思買帶著數據去找三星、LG、索尼、微軟等廠商,邀請他們在百思買門市設置品牌專區,顯著地展示他們的產品。百思買會向這些廠商收取展示專區的費用,因為這對廠商而言是很有價值的服務。顧客之後可以在店內、網路或他們喜歡的任何地方購買。事實上,百思買是將自己變成各大電子產品製造商的展示廳,該公司現在(截至2019年)已有很大部分的營收,是來自這些廠商支付的展示費用。感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
4
Eventually, Best Buy realized the only long-term solution was to find a way to coexist with online retailers. Armed with data, Best Buy approached Samsung, LG, Sony, Microsoft and others and proposed they establish branded kiosks within Best Buy stores which would prominently showcase their products. Best Buy would charge the manufacturers for those kiosks because it would be a valuable service for those manufacturers. Customers could then buy in store, online or wherever they chose. In effect, Best Buy transformed itself into a showroom for major electronics manufacturers and as of 2019 a sizable portion of the company's revenues are now derived from the fees paid by those manufacturers.感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
環顧四周,你會發現脫鉤的做法隨處可見:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
5
If you look around, decoupling is happening everywhere:感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。



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