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Jingdong book

启航“一带一路”(2015.2)

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“往古者,所以知今也”。夏季刊的开篇之作《传承丝路精神,共建“一带一路”》从穿越古今的视角出发,首先回顾了曾经绵亘欧亚大陆繁盛达15个世纪的丝绸之路。继而指出,今天的“一带一路”源于历史上的陆海丝绸之路,顺应并引领着世界潮流,它将再度焕发生机与活力,掀开多方参与共赢的新篇章。
首次由发展中国家发起创立的多边金融机构——亚洲基础设施投资银行,其本身就是一个巨大创新。在《多边金融格局新力量:亚投行的创新与活力》一文中,三位作者认为,亚投行给世界金融格局注入了清新活力,它将以创新的治理模式破解传统区域多边开发机构的种种弊端。该文首先分析了亚投行创立的两大背景,接着从五个方面探讨区域多边金融机构应如何创新发展。
基础设施互联互通是“一带一路”建设的优先领域,亚洲基建缺口尤其大,但是我们在与企业领导人和投资机构专家进行访谈之后,却发现了他们的共同担忧,即怎样鉴别项目是否具备商业可行性?如何寻找真正可投资的基建项目?《寻找真正可投资的大型基建项目》的三位作者就此建议:一是通过前期尽职调查找到符合自身投资需求的项目;二是通过风险分摊提升偿债能力,将高风险项目转变成可投资项目。通过这两种方式“保驾护航”,投资者可有效防范风险,确保投资获得预期回报。
两个月之前,麦肯锡举办了“一带一路”基础设施建设圆桌论坛,由麦肯锡全球董事、大中华区组织与领导力发展负责人张海濛主持,来自政府、投资机构和企业界等多位专家共聚一堂,就各种热点问题展开了深入探讨。您可以阅读《“一带一路”圆桌论坛:倾听一线的声音》了解此次圆桌论坛的精华。
此外,固定专栏“21世纪领导力”的内容值得细读。麦肯锡组织与领导力发展专家揣姝茵将与您分享她对“互联网+”时代跨界领导力的思考,看一看交响乐和领导力会碰撞出怎样奇妙的火花。《解码领导力:什么素质最关键?》一文对困扰众多CEO的难题给出了切实建议,即领导力应优先从培养四类关键素质入手,因为它们决定了89%的领导力效能。
最后,本期的两篇访谈录也同样精彩。云铜集团掌门人武建强讲述了一家中国国企在变革时期锻造和提升领导力的真实故事。他告诉我们,转型和变革首先要从“心”出发,修炼自身的领导力,方能从容负重前行、驾驭变革。清华大学副校长杨斌则分享了一所顶尖大学对创新创业教育的探索和尝试。他认为,唯有营造充满活力、良性互动、可持续发展的生态系统,创新创业才能在中国生长出内生力量,真正形成气候。
Content Description

《启航“一带一路”(2015.2)》以启航“一带一路”为主题,文章包括传承丝路精神,共建“一带一路”、多边金融格局新力量:亚投行的创新与活力、寻找真正可投资的大型基建项目、解码领导力:什么素质关键、“互联网+”时代的跨界领导力艺术——当交响乐遇到领导力、转型期的领导力:武建强访谈录、营造创新创业生态系统:杨斌访谈录等。作者为麦肯锡全球各分支机构的董事和顾问等。
Catalogue

启航“一带一路”
传承丝路精神,共建“一带一路”
多边金融格局新力量:亚投行的创新与活力
寻找真正可投资的大型基建项目
“一带一路”圆桌论坛:倾听一线的声音

21世纪领导力
解码领导力:什么素质最关键?
“互联网+”时代的跨界思考:当交响乐遇到领导力揣姝茵
转型期的领导力:武建强访谈录

营销革新
迎接市场营销新的黄金时代
数字时代如何讲好故事:谷歌的营销之道
科技融合情感:梅赛德斯的营销突围
……

绿色发展
书摘
访谈
Book Abstract

《启航“一带一路”(2015.2)》:
大数据一词常被用于描述营销决策转向科学化的过程,但这一转变不仅关乎大数据,也关乎“大研究”。最近,一家大型消费品公司对消费者购买其产品的决策过程展开了在线问卷调查,其调查速度之快,规模之大,是街头拦截访问时代所难以想象的。该公司在一个月内完成了超过1万份调查,调查结果一方面显示公司与顾客对产品种类的理解存在着差异,另一方面也指出了购买决策各个阶段中驱使顾客作出选择的不同因素。目前,这些洞见被该公司用于调整品牌战略、产品组合设计和市场营销活动。该调查结果预计将为公司带来数十亿美元的额外收益。
当前,营销科学化的不少新成果可帮助公司更好地评估、制定广告与推广活动的支出方案。与此同时,许多消费品公司越来越关注实体店:即促销方式、客流量以及消费者与产品实地互动等因素对销售的影响。对商家而言,捕获上述数据并加以分析如今变得更加可行,原因之一是可嵌入产品的低价传感器近年来不断普及,二是商家有能力捕获并分析实体店视频中海量的非结构化数据——甚至能跟踪顾客的眼球动向。
营销科学化不仅影响了市场营销团队和产品团队,更大大提升了实时运营决策的精准度。在一家大型酒店管理公司,营销分析师们能够了解旗下任一酒店或住宿类别的周末业绩,并对每个住客群体进行细化分析,以确定其改进方案。如果数据显示盈利性一向良好的某个周末旅客群体入住时间开始变短,公司将会有针对性地出台专门的优惠方案(如延迟退房时间或免费升级房间),以此提高入住率。再来看一家拥有超过500款产品且客户来自多个不同行业的工业产品公司是怎样改善其高度分化的产品组合的。该企业的产品价格差异明显,甚至同一款产品售价也各不相同。借助一款能够扫描检查130万宗交易的分析工具,该企业重新定位了客户群体,找出了适应灵活定价的产品,并制定了全新的定价方案。最后,该企业重新设置了大约10万个价格点。
更为科学的市场营销意味着首席营销官及其他企业高管需要加强分析技巧,从而更充分地挖掘数据的可能性。我们认识的一位CEO表示,现在企业内应该创建一个新职位——营销技术官(MTO),既要精通技术,又要了解行业知识。营销技术官要具备三种素质:能识别可自动化的环节,清楚何时需要作出判断,知道如何寻找并配置新型的技术人才。
实质化
随着越来越多的先进营销科学与分析工具发挥作用,市场营销的功能自然而然地超越了简单的信息传递范畴,延伸到对业务实质的影响,特别是在客户体验、产品功效实现以及新产品新服务开发的驱动因素等方面。客户信息以及客户关系信息既已在手,首席营销官们就可以更好实现产品、服务与体验的差异化。
这无疑是好事,数字化创新、信息透明度和以客户为中心使得消费者的期待提高了。在汽车行业,随着传感技术日渐普及,车载计算能力不断增强,消费者期望整车制造商能提供防撞系统和搭载数字化技术的安全系统配置(一些豪华汽车制造商已经将完善的安全防护性能作为营销故事必备元素之一)。在零售行业,H&M、Topshop、优衣库、Zara等品牌以平民价格为消费者带来高端时尚的色彩、面料及设计。此外,为应对亚马逊等电商带来的压力,实体零售商一方面着手重组供应链加快补货速度,实现即日送达,另一方面围绕线上购物线下提货的消费模式,构思全新的广告词。
营销人可以从多方面满足消费者不断提高的要求,例如为客户服务新举措或客户体验连贯性方案提供充分的证据。优秀的营销人甚至可以成为公司营销活动的核心。莱茵集团旗下的欧洲能源公司埃森特(Essent)就是一个典型例子。埃森特的首席执行官指定市场营销总监牵头负责一项新举措,以确保公司充分兑现客户承诺。这一举措将新客户的注册流程由七个步骤精简至两个步骤,大大提高了客户办理手续的效率。此外,在开发客户所需的新产品时,营销也起到了主导作用。例如,埃森特的首席营销官带领一支包括销售、IT、产品开发人员在内的跨部门团队研发出一款联网的智能恒温器,该产品的部分功能是在团队和消费者沟通的基础上设计的。
……

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