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所在平台: Udemy |
课程主页: https://www.udemy.com/course/course-4-value-added-strategies/
课程评论：没有评论
课程名称：第四课程：增值策略 课程概述：卓越、人才、创新。这三词是本系列前三门课程的核心重点。现在，到了将前三门课程的成果应用于市场机遇的时候，课程主题便是“增值策略”。我们从设计开始。增值策略旨在使我们的产品和服务 offerings 与众不同。在所有的因素中，我认为设计是最重要的。设计并不容易定义，它包括功能良好、易于使用的产品和服务（出色的功能性），以及美观、吸引人甚至美丽的产品和服务（审美性）。但它所涵盖的远不止这些。 例如，Rich Karlgaard 引用 Nest 创始人 Tony Fadell 的话，强调了设计的深刻意义。尽管在商业计划中提出自制螺丝的成本会被视为不可行，但这些“螺丝”赋予了更深层的意义。同样，纽约时报的评论也指出，MINI Cooper S 凭借其设计，引发了众多微笑。设计就是功能，设计就是美感，设计就是“有内涵的螺丝”，也是让人微笑的汽车。 总体来看，课程将提供十三种增值策略，最后提到两个市场机会：女性市场，口号是“女性购买……一切”；以及我所称之为的“老年市场”，口号是“老年人拥有……所有的钱”。通过这门课程，学生将学习如何将设计视为首要的差异化因素，从而创造出更具竞争力的市场策略。
Excellence.People.Innovation.Those three words are the focus of each of the three previous courses in this series. Now comes the time to apply the fruits of the first three courses to market opportunities.Hence: Value-Added Strategies.We start where we should start: DESIGN. Value-Added Strategies aim to differentiate our product and service offerings. And at the top of the list-way ahead of any No. 2 in my view-is design.Design is not easy to pin down. It's products and services that work and are easy to use (great functionality). It's products and services that are attractive, even beautiful (aesthetics). But it's more-much more.Consider:Rich Karlgaard describes Nest founder Tony Fadell's approach, first by quoting him, "‘Every business school in the world would flunk you if you came out with a business plan that said, "Oh, by the way, we're going to design and fabricate our own screws at an exponentially higher cost than it would cost to buy them."'" (emphasis added) Karlgaard goes on, "But these aren't just screws. Like the thermometer itself, they're better screws, epic screws, screws with, dare I say it, deeper meaning." (emphasis added)Yes. Epic Screws. Screws with deeper meaning.Or this, from a New York Times review by Tony Swan of the MINI Cooper S reported in Donald Norman's book Emotional Design:"It is fair to say that almost no new vehicle in recent memory has provoked more smiles." (emphasis added)Design as functionality.Design as beauty.Design as "screws with deeper meaning."Design as a car provoking "more smiles."Design writ (VERY) large as "Differentiator No. 1."Altogether, there will be thirteen value-added strategies offered up, ending with two that represent the biggest market opportunities in the world. Namely, the women's market. Mantra: WOMEN BUY... E-V-E-R-Y-T-H-I-N-G. And the "oldies market," as I call it. Mantra: OLDIES HAVE... A-L-L THE MONEY.
