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Jingdong book

移动商业革命：传统产业如何拥抱移动互联网

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Jingdong book

移动商业革命：传统产业如何拥抱移动互联网

Name: 移动商业革命：传统产业如何拥抱移动互联网
Brand: Jingdong book
SKU: 3118027641
Price: 43.69 USD
Availability: OutOfStock

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移动互联网商业模式研究的开山之作
阿里前副总裁梁春晓作序解读
杨培芳、赵民、钱中华、屈卫东等业内专家联袂推荐
全面涵盖移动互联网技术、营销方式、隐私、信任和安全、手机支付、发展难题、整合、媒体与大数据、可视化营销、本地化、移动互联网思维、移动互联网转型战略以及移动互联网未来展望等各个方面的内容。
深入分析移动互联网给消费者行为带来的新变化，以及由此产生的新商业模式和机遇；
以丰富的案例说明如何将“移动互联网思维”融入企业的营销和运营中；
提出了传统企业实现移动互联网战略的十大步骤。

Content Description

移动互联网正在迅猛袭来，其颠覆的不只是技术，更是我们每个人的生活方式及其背后的商业体系。只有深刻理解这个新商业世界的生存法则，想办法把传统的或创新的业务装进用户的手机里，我们才会在线互联的世界里成为新的赢家。

《移动商业革命：传统产业如何拥抱移动互联网》的两位作者以大量的调研数据和丰富的创新案例，描绘了移动互联网的本质及其所带来的一系列革命性的变化——消费行为的转变、企业营销方式和生产方式的转变、产业结构的重构，以及在面对这些变化时，传统企业和新创企业该遵循哪些原则，又有哪些全新的策略选择。

Author Description

蒂姆·海顿，TTH战略咨询机构资深专家，拥有超过20年的营销与运营领导经验，与他人合作创办过多个风险投资基金。参与和主导过多个知名品牌的创新转型项目，包括戴尔电脑、希尔顿酒店、百加得酒业（Bacardi）、埃克森移动通信（ExxonMobil）等。基于对社会人类学和营销战略的多年研究，他在新媒体和移动互联网如何重塑商业模式方面有一套自己的见解和理念。

汤姆·韦伯斯特，艾迪森调查公司营销与战略副总裁，拥有超过20年的媒体调研、营销战略以及产品研发经验。汤姆是定量与定性调查方面的专家，他曾为谷歌、潘多拉（Pandora）、AMC等多家知名公司提供媒体策略与消费者行为分析方面的咨询服务。

Catalogue

第1 章移动互联网时代的数据地图 /1
智能手机在美国 /2
全球移动互联时代 /6
移动互联网电商 /8
数字背后的商业前景 /9
移动技术的意义 /12
第2 章移动互联网是一种生活方式，而非技术 /15
手机依赖症候群 /16
消费者行为的转变 /19
移动策略的根本 /23
第3 章移动互联网与营销方式的变革 /25
展厅现象 /25
“销售漏斗”被颠覆 /26
商业与营销冲突 /33
第4 章移动互联网在发展中国家的蔓延 /37
弥合数字鸿沟 /38
移动技术的全面渗透 /42
移动技术加速器 /46
第5 章移动互联网颠覆的商业模式 /47
全新的商业模式 /49
支付方式变革 /52
亚马逊移动商业变革 /54
传统媒体商业模式变革 /58
第6 章移动互联网中的隐私、信任和安全 /61
亲密关系产生的期待 /62
建立高度的信任 /64
移动技术问题 /67
第7 章移动互联网与手机支付 /71
移动钱包的作用 /73
移动钱包计划如何才能成功 /77
第8 章移动互联网发展中的难题 /83
拒绝的问题 /84
设计的问题 /86
费用的问题 /87
专利的问题 /88
谁是领导者，谁是跟随者 /89
声的信心 /91
第9 章移动互联网中的协作与整合 /93
旧的资源就是新的资源 /97
在线下活动中实现移动整合 /100
挖掘巨大的商业机会 /102
第10 章移动互联网与媒体和大数据 /103
移动技术———线上与线下媒体渠道的融合剂 /104
首席营销官(CMO) 该如何利用这些数据 /109
衡量媒体投放效果 /112
多屏幕管理 /114
负责任地使用数据 /115
第11 章移动互联网的可视化营销 /117
利用用户分享的照片 /121
“聆听”图像 /123
视觉吸引 /129
自拍分享 /130
用好可视化营销工具 /131
第12 章移动互联网中的聆听与反馈 /135
台式电脑的盲区 /136
移动终端设备到底有多忙 /137
“倾听”的挑战 /138
第13 章在移动互联网中提升个性化和相关性 /145
开始行动 /146
学会提问 /149
第14 章移动互联网与本地化 /155
社交—本地—移动(So鄄Lo鄄Mo) /156
为行动付费 /158
预定 /159
商业处不在 /161
第15 章移动互联网与电子邮件和短信 /167
“不要浪费我的时间” /171
手机短信 /172
第16 章移动互联网站点设计 /177
移动网站的设计方法 /178
移动网站设计需要考虑的要素 /181
生成移动网络流量 /183
第17 章移动互联网的思维方式 /189
在聘用移动技术人员之前先聘用一位移动战略专家 /191
主动去创造，而不是被动追赶 /192
保持灵活性 /192
着眼全局制定战略与规划 /193
永远不要忘记，终端是个人设备也是公共设备 /193
头脑风暴———移动终端的消费者为何不坐在桌前 /194
做加法之前先做减法 /195
Intuit 公司： B2B 移动业务 /195
MAVN 公司与Torchy謘s Tacos 餐馆：只要你这么做了，客户
是会买单的 /197
全民总动员 /199
第18 章移动互联网化的十个步骤 /201
第一步：实现网站移动化 /201
第二步：修改内容 /203
第三步：修改支付系统 /203
第四步：不要忘记，智能手机还是手机 /204
第五步：明智地使用手机短信 /204
第六步：优化电子邮件 /206
第七步：确保线下的部分也已为移动化做好了准备 /207
第八步：确保你的视频适用于移动终端设备 /209
第九步：确保你的社交媒体移动化 /210
第十步：与其他利益相关方保持良好的合作 /211
第19 章移动互联网的幻想与现实 /213
需触摸的未来 /218

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