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获利世代 商业模式实战演练入门

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●商业模式创新基础解说
●各式组织、企业实践应用范例介绍
●提升个人技能的实践范例介绍
●商业模式创新过程的步骤解析
●商业模式图的运用技巧
●商业模式图的实践范例解析
BMG以崭新的思考方式席卷全球!
只有亲身参与实践,你才能保有挑战新世界的能力!
摆脱深奥难懂的商业理论,三分钟画出属于你自己的获利模式!
《获利世代 商业模式实战演练入门》强调具体实践BMG,以步步引导的方式让读者画出属于自己的商业模式图,帮助你构思、检验、修正属于自己的最佳获利模式,随时维持自己的竞争力!
Content Description

商业模式新生代的商业模式设计书。
根据来自45个国家的470位实践家共同创造的商业模式创新实战指南!
“商业模式发生装置”=使用商业模式画布的创新法——解密抛弃既成概念从而创造价值的新模式。各种组织的营销和开发负责人、顾问、企业家、领袖争相阅读。
《获利世代 商业模式实战演练入门》强调具体实践BMG,以步步引导的方式让读者画出属于自己的商业模式图,帮助你构思、检验、修正属于自己的最佳获利模式,随时维持自己的竞争力!

Author Description

今津美树(miki imazu),WinDo' s负责人/IT分析师。
长期于美国IT企业中担任市场营销专员,足迹遍及二十余个国家,凭借其丰富的全球营销经验,担任营销外包公司WinDo' s的负责人。进行以运用IT营销为主题的演讲和企业研修活动,同时作为IT分析师参与电台节目的录制,并从事写作、解说、书评等工作。开设《获利世代》(Business Model Generation)的研讨会,此外,还作为《business model you》的版权代理人与原作者提姆?克拉克(Tim Clark)一道在日本进行相关理念的普及推广。现于明治大学担任讲师一职。

Catalogue

本书的阅读方法
卷首漫画
访谈:“商业模式画布”之父揭秘《商业模式新生代》的诞生背景
活用开发新产品时进行评估的通用模式
只需一张纸的“商业模式画布”十分简明易懂
增进人才流动和组织活化
第1章 入门指南
BMG的基本知识:“商业模式画布”
应用BMG的流程与顺序:模式化技巧,商业模式创新
一起来尝试四个步骤:“商业模式画布”的四个步骤
理解画布的基本结构和绘制方法:九大区块
如何填写画布的各区块之一:目标顾客、价值提案、销售渠道、顾客关系、收益流
如何填写画布的各区块之二:主要资源、主要活动、合作伙伴、成本构成
动手绘制出“商业模式画布”之一:“商业模式画布”的填写示例
动手绘制出“商业模式画布”之二:“商业模式画布”的填写示例
案例1 用画布把握现状:案例BOOKOFF
案例2 用于商业模式创新的画布:案例BOOKOFF的商业模式创新
第2章 商业案例
在组织、企业中的BMG应用案例
研习会和小组讨论的重要性:讨论会、主持人
实践提示:从引进到运用的流程和活用方法
案例1-1 开始全新的事业
案例1-2 如何找寻新的蓝海
案例2-1 运用“商业模式画布”拓展顾客群的实例
案例2-2 锁定新顾客群的廉价航空
案例3-1 拓展海外事业的实例之一
案例3-2 拓展海外事业的实例之二
案例4-1 运用于商品开发的实例
案例4-2 重新评估价值
何为商业模式创新的策略?
用共感地图分析客户内在需求
共感地图的使用方法
在企业培训中善用企划与开发
面向管理层的培训
面向中坚员工的培训
面向新进员工的培训
第3章 个人案例
将BMG运用于SOHO与个人
为新事业绘制“商业模式画布”
案例1-1 开创新的事业
案例1-2 重新评估新事业的“商业模式画布”
案例2-1 营业策略的灵活运用
案例2-2 横向拓展商业模式
案例2-3 利用“商业模式画布”解决问题
报告成功的秘诀
客观分析/推销自我
考虑调动部门或更换工作
案例3-1 软件维护工程师的案例
案例3-2 着眼于主要资源
案例4-1 专业技术人员的“商业模式画布”案例
案例4-2 判断创业可能性
第4章 实践
设计商业模式的五个阶段
阶段1 准备=收集信息、组建团队
阶段2 理解=进行调查与分析
阶段3 设计=创建原型
阶段4 执行原型
阶段5 管理商业模式
第5章 技巧
视觉化思考的重要性
活用图片与插图
活用影片
活用照片
进一步加深理解的技巧
产生点子的方法
第6章 案例
案例1 乐天市场:持续成长的商业模式
案例2 @COSME:广告收入型收益模式
案例3 COSTCO量贩:会员制商业模式
案例4 DHC:流通销售渠道变化型战略模式
案例5 移动式超市:活用库存型商业模式
案例6 日语教师:海外创业型商业模式
案例7 企业营销负责人:视觉化自身的价值
案例8 网页设计师:自由职业者的“商业模式画布”
案例9 医务人员:对理想职业的认识与更换工作
Book Abstract

熨斗(家电)的商品开发
这里将介绍备受媒体关注的“男士熨斗”作为案例。所谓男士熨斗,来自于近年被称为“发明之都”而备受瞩目的东京台东区,是由商用电热器制造商石崎电机制作所开发的家用蒸汽熨斗。它以“献给讲究生活的人”为卖点,追求熨斗的实用性,实现高性能、耐用轻便的品质。
最初,这家公司并没有打算开发这种概念的商品。而是跟同行业的其他公司一样,跟随家电低价的潮流,着力开发以主妇和女性为目标顾客的价格低廉、使用轻便的产品。但随着海外更低价的电熨斗不断渗透进市场,他们注意到价格上的竞争有其极限。因此,他们重新评估公司的价值,决心开发新产品。在开发新产品时,公司原本打算从传统的顾客群体(即普通女性)那里搜集意见,研发新产品。却意外发现原来男性也需要使用电熨斗。因此转而着手研发男性和女性都爱用的产品。
在传统的熨斗市场上,业界都先入为主地认为目标顾客是以家庭主妇为代表的女性,从而进行产品开发。随着生产厂家在产品便利性和价格上的竞争愈演愈烈,反而忽视了熨斗的性能,也就是顾客本来想要追求的价值。如果重新回头审视就会发现,顾客的诉求不过是在家中也能迅速熨平皱褶,让衣服更加美观。换言之,虽然市场上确实有不少顾客追求低价格与轻便性,但是重新回到熨斗必须提供给顾客的本质价值,才能找出关键的“盲点”。
“男士熨斗”的产品开发负责人也在电视访问中表示,熨斗最重要的就是热度和持续力。因此,这款男士熨斗的特点就是拥有一流的预热速度,仅需九十秒就能达到熨烫衣服所需的温度。它还配备了大容量水槽以及局部熨烫的前端热气孔。这款熨斗的另一大卖点就是即便超过六年法定保修期,只要公司还有零部件,就会继续提供保修服务。将这些一一反应在“商业模式画布”上,便能看出开发这款产品的切入点和传统的价值提案截然不同。
不过话说回来,顾客需求会随着时代背景和经济环境的变化而不断变化。因此,对所有的行业来说,如何在时代潮流中解读顾客需求都是重要的课题。
……
Introduction

一听到“商业模式”,就能够立刻对这个术语下明确定义的人毕竟只在少数。一直以来,在商业活动中,要解释“组织如何运作”就并不容易,而就对商业模式的理解达成共识也绝非易事。不过,“商业模式画布”将至今为止对“商业模式”的各种论述,成功地整合为一张A4纸大小的简单架构。这就宣告了这项具有划时代意义的实用性标准的诞生。《商业模式新生代》的销量现已突破二十万册,并被翻译成二十二种语言;在商务书籍中,这个数字可谓是空前佳绩,引起了世界的瞩目。以IBM、爱立信和底特律与加拿大政府为首,商务模式画布已在全世界多所学校和企业组织中得以运用,充分证明了其有效性。
商业模式创新理论认为,任何企业与组织中都必定存在商业模式。也就是说,您身处的组织计划要进行的商业活动中,也一定存在商业模式。所谓“商业模式”就是将经营理念逻辑化的组织“设计图”,展示组织如何创造价值并将其送达顾客手中。本书是协助读者将这种视觉化的设计图即“商业模式画布”运用在商场上的实战指南。如果能得心应手地运用“商业模式画布”,借助视觉化的方法,就能方便应对各种不同状况,重新评估和改善现行的商业模式,推进团队间的沟通合作。换句话说,“商业模式画布”可以称得上是一种世界通用的模式,让人们无论何时何地都能够畅谈当下的商业模式。

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