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坦率来讲,TCL作为一个知名品牌,不得不说,已经有“中年适用男”的趋势。如何突破?最近给我很多启发的是Clayton Christensen的《创新者的窘境》一书。面对品牌形象及背后的种种重构,面对数字化的时代,突破的核心点在于品牌形象,背后更多的来自于产品,以及围绕产品给用户带来的体验,包括营销,服务,质量等等。互联网时代下必须转型。与今年4月份TCL集团提出的全新经营转型战略——“双+”战略及娱乐化转型一致,在营销层面,我认为互联网思维的关键词分别是“生态圈、娱乐化、后向收费”。
Frankly, TCL as a well-known brand, have to say, there is already a “middle-aged men” trend. How to Break Through? The most recent inspiration for me is Clayton Christensen’s book The Innovator’s Dilemma. The face of the brand image and the rear of the reconstruction, the face of the digital era, the breakthrough is the core of brand image, behind more from the product, and around the product to the user experience, including marketing, service, quality, etc. Wait. Under the Internet age must be transformed. In April this year, TCL Group proposed a new business transformation strategy - “double + ” strategy and the transformation of entertainment consistent, at the marketing level, I think the key words of Internet thinking are “ecosystem, entertainment, Toll”.