在營銷的(de)(de)(de)(de)世界里面，海王(wang)和(he)海后才(cai)是(shi)(shi)(shi)(shi)王(wang)者。你做的(de)(de)(de)(de)服(fu)務(wu)(wu)(wu)同(tong)行也在做，那(nei)就(jiu)變(bian)成了義(yi)務(wu)(wu)(wu)，除非你做的(de)(de)(de)(de)服(fu)務(wu)(wu)(wu)同(tong)行沒(mei)做，那(nei)才(cai)是(shi)(shi)(shi)(shi)服(fu)務(wu)(wu)(wu)。什么是(shi)(shi)(shi)(shi)以(yi)用(yong)(yong)戶(hu)(hu)(hu)為(wei)核心(xin)？不是(shi)(shi)(shi)(shi)做用(yong)(yong)戶(hu)(hu)(hu)服(fu)務(wu)(wu)(wu)，而且過度(du)用(yong)(yong)戶(hu)(hu)(hu)服(fu)務(wu)(wu)(wu)就(jiu)是(shi)(shi)(shi)(shi)舔狗。很多人認為(wei)以(yi)用(yong)(yong)戶(hu)(hu)(hu)為(wei)核心(xin)的(de)(de)(de)(de)事兒就(jiu)是(shi)(shi)(shi)(shi)做好用(yong)(yong)戶(hu)(hu)(hu)服(fu)務(wu)(wu)(wu)，是(shi)(shi)(shi)(shi)這樣的(de)(de)(de)(de)嗎(ma)？不是(shi)(shi)(shi)(shi)的(de)(de)(de)(de)，永遠是(shi)(shi)(shi)(shi)客戶(hu)(hu)(hu)來(lai)追(zhui)隨(sui)你，靠(kao)的(de)(de)(de)(de)是(shi)(shi)(shi)(shi)吸引(yin)(yin)力，因(yin)為(wei)營銷靠(kao)的(de)(de)(de)(de)是(shi)(shi)(shi)(shi)吸引(yin)(yin)力，而促(cu)銷靠(kao)的(de)(de)(de)(de)是(shi)(shi)(shi)(shi)推(tui)動力，促(cu)銷越來(lai)越難，只有營銷吸引(yin)(yin)客戶(hu)(hu)(hu)，用(yong)(yong)價值吸引(yin)(yin)客戶(hu)(hu)(hu)的(de)(de)(de)(de)核心(xin)關(guan)鍵。什么是(shi)(shi)(shi)(shi)用(yong)(yong)戶(hu)(hu)(hu)核心(xin)？圍繞三個維度(du)拿到具(ju)體的(de)(de)(de)(de)落(luo)地方案。
第一個(ge)，要非常清晰精準用戶定位，要做誰的生意，要非常清晰。
第二個，圍繞精準用戶(hu)定位(wei)，給(gei)他輸出(chu)的核心價值是什(shen)么？要非(fei)常清晰(xi)。
第(di)三個，圍繞精準用(yong)戶，如何提前讓(rang)他(ta)記住你(ni)，忘不掉你(ni)，時不時想到你(ni)，怎么可以讓(rang)他(ta)潛移(yi)默(mo)化的(de)購買你(ni)的(de)產品。
在這三個維(wei)度都(dou)要有(you)非常清晰的(de)(de)落地方案。為啥強調定(ding)(ding)位，用(yong)戶(hu)定(ding)(ding)位，因(yin)為四(si)個同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)，產品(pin)服務(wu)同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)、運營管理同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)、渠(qu)道拓展(zhan)同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)、營銷策(ce)略同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)。怎么打破同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)？用(yong)戶(hu)定(ding)(ding)位差異化(hua)(hua)(hua)，就能(neng)直(zhi)接打破同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)。因(yin)為所(suo)有(you)的(de)(de)市場復制和商業(ye)模式(shi)都(dou)是(shi)(shi)為產品(pin)服務(wu)的(de)(de)，而所(suo)有(you)的(de)(de)產品(pin)體系都(dou)是(shi)(shi)為用(yong)戶(hu)服務(wu)的(de)(de)。當用(yong)戶(hu)定(ding)(ding)位不夠清晰，用(yong)戶(hu)定(ding)(ding)位不夠差異化(hua)(hua)(hua)的(de)(de)時候，產品(pin)服務(wu)一定(ding)(ding)是(shi)(shi)同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)的(de)(de)，商業(ye)模式(shi)一定(ding)(ding)是(shi)(shi)同(tong)(tong)質(zhi)(zhi)化(hua)(hua)(hua)的(de)(de)，所(suo)以這是(shi)(shi)營銷閉環。而我(wo)們過去不是(shi)(shi)閉環，是(shi)(shi)片段是(shi)(shi)切(qie)片，永遠在切(qie)片，在促銷的(de)(de)這條路上(shang)越走越遠，因(yin)為玩到最后會發現沒有(you)空(kong)間了(le)。
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