为您找到与创意工作者英文相关的共200个结果:
创意人员通常会依照一些假想来行事,因为他们不想总问来问去讨人烦。更有甚者干脆什么都不问,免得客户把他们当新手来看待。殊不知,恰当的提问事实上却会使你显得更为注重细节,聪明好学。那么创意工作者的假想有哪些呢?下面,就随读文网小编一起去看看吧,希望您能满意,谢谢。
创意工作者太过于强调网站和提案的重要性,他们以此作为主要的宣传途径,并企图依赖于这些工具把他们的价值、服务以及专业水平植根于潜在客户的心中。
尽管你一直在绞尽脑汁思考如何开发出完美的宣传工具,但大多数顾客都不会花时间去研究你的网站或者阅读冗长的提案报告,更多的是依据别人的推荐去选择一家公司。不相信?那去查查网站的统计数据,看看每个潜在的新客户会在你的网站上停留多久。
大多数客户首先是基于信任感和人际关系来选择一家新的创意公司——这不是通过一个提案报告或者网站的短暂停留能达到的效果。因此,这有一个好的经验法则:如果潜在客户一开始就对你兴趣不大或者不了解你的公司(千万别设想他们很了解),那么在写提案报告前你一定要尽可能安排一次和客户的亲自会面。如果这有点困难,那也一定要亲自呈递你的提案报告。别小看这些额外的努力,它会给你这次比稿增加十倍的胜算。
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求职信是求职者向用人单位或单位领导人介绍自己的实际才能、表达自己就业愿望的一种书信。那关于工作者的求职信英文有哪些呢?下面是读文网小编为你整理的工作者求职信范文英文,希望你喜欢。
Dear sir/madam:
your advertisement for a network maintenance engineer in the april 10 student daily interested me bacause the position that you described sounds exactly like the kind of job i am seeking.
according to the advertisement ,your position requires top university,bachelor or above in computer science or equivalent field and proficient in windows nt4.0 and linux system. i feel that i am competent to meet the requirements. i will be graduating from graduate school of tsinghua university this year with a m.s. degree . my studies have included courses in computer control and management and i designed a control simulation system developed with microsoft visual interdev and sql server.
during my education, i have grasped the principals of my major and skills of practice. not only have i passed cet-6, but more important i can communicate with others freely in english. my ability to write and speak english is out of question.
i would appreciate your time in reviewing my enclosed resume and if there is any additional information you require, please contact me.i would welcome an opportunity to meet with you for a personal interview.
with many thanks,
shimon
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英文简历是外语类工作求职者介绍自己、推销自己的重要工具。下面是由读文网小编分享的简单的英文简历模板,希望对你有用。
Anny Smith
D-90, 25th Street
Clewiston, FL, 0510
Cell: (123) 459 9784
Email: smith.anny@example.com
Career Profile:
To get a position as a Customer Care Officer where my skills of handling customers will be utilized for the growth and development of the organization.
Professional strengths:
Possess seven years of experience in customer service
In-depth knowledge of basic operating systems
Flexible, attention to detail and ability to learn quickly
Possess excellent listening and responding skills
Ability to handle multiple tasks and solve customer queries efficiently
Possess good sales and customer service skills
Excellent administrative and organizational skills
Ability to maintain basic knowledge of products, pricing, promotions, procedures, and other important issues
Highly initiative to manage a busy workload without close supervision
Ability to build and maintain good relationship with customer
Educational Summary and Certifications:
Bachelor's degree in English from Daffodils Arts College in the year 19XX
Master's degree in English Language from university of XYZ in the year 19XX
Certification course in Communication skills from soft skills training center in the year 19XX
Professional Experience:
ABC Business Center Inc, State
20XX till date
Customer Care Officer
Responsible for dealing with customer relevant queries, complaints and request for information on products and services
Assigned the tasks of recording all communications between various parties
Handled the tasks of drafting documents as requested by Customer Care Manager
Prepared daily, weekly and monthly statistical reports
Responsible for generating ideas on ways to resolve problems and serve customers in a better way
Confirmed customer understanding of the solution and provided extra customer education as required
Techno Global Center Co Inc, State
20XX till date
Customer Care Officer
Assigned the tasks of processing customer orders as well as provides details about the products and services to customers
Handled the responsibilities of designing activities to improve business performance and customer satisfaction
Conducted needs-based selling by using non-scripted probing techniques to find customer requirements
Communicates effectively with teams in the program to ensure quality and timely expedition of customer requests
Handled the tasks of preparing customer correspondence and updating customer files
Assigned the tasks of responding to customer queries and concerns regarding product and services of the organization
Areas of Interest:
To apply my comprehensive customer service skills to meet the goals and objectives of the organization
To increase the sales and service of the organization by applying my excellent negotiation and customer service skills
Personal Details:
Name: Anny Smith
Date of Birth: XX/XX/19XX
Employment Status: Full time
Relationship status: Married
Reference:
Mr. Charlie Smith
Senior Customer Care Officer
Lopez Associates Co Inc, State
Cell: 123-589-3655
Email: smith.charlie@example.com
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一份措辞得体、个性十足的简历会令你从千万份简历中脱颖而出。下面是由读文网小编分享的英文互译简历模板范文,希望对你有用。
Casey A. Hadley
3990 Farnum Road
New York, NY 10016
Phone: 212-345-8654
Email ID: casey.a.hadley@mail.com
Objective:
To secure an entry level position in an organization where my skills and expertise are utilized in a way that helps both me and the company
EDUCATION
J.D. Degree (Or Juris Doctor Degree–never Juris Doctorate) anticipated or expected May, 2006, West Virginia University
College of Law, Morgantown, WV.
GPA 2.9/4.3 Class Rank: 45/160. Top one/third.
B.S. in Civil Engineering, summa cum laude, May 2003, West Virginia University College of Engineering, Morgantown, WV
GPA 3.98/4.0. Class Rank: Second in class of 500.
EXPERIENCE
Summer Associate, Dewey Cheatham And Howe, Pittsburgh, PA. May- August 2005
Rotated between Real Estate and Corporate Departments. Research and drafted memoranda in areas of antitrust and trade regulation, electronic commerce, and land use planning.
Volunteer Legal Clerk, Hometown Legal Firm, Anywhere USA May-August 2004
Researched property records at courthouse and prepared memoranda for attorneys; delivered and picked up various legal documents as assigned. Helped with document sorting.
Student Intern, WVU College of Engineering, Morgantown, WV. June 2002-May 2003
Performed legal research and analysis to assess the statutory, regulatory and case law ramifications of innovative underground storage tank remedial technology.
Summer Worker, 1999-2003.
Various jobs to provide part of educational experiences including: Laborer Convex Eagle Glass, Clarksburg, WV. Counter person, Wendy’s International, Morgantown.
HONORS AND ACTIVITIES
WVU College of Law
Student Member, American Bar Association; Member, Patent Law Student Association; Member, Volunteer Law Clerks, student organization which researches legal questions assigned by WV Circuit Judges; Member, International Law Society; Phi Alpha Delta, International Legal Fraternity.
West Virginia University
Member, Mountain Honorary, highest honor society for WVU undergraduate students; Mortar Board National Honor Society; Captain, (two years) Varsity Tennis Team.
SKILLS AND INTERESTS
Fluent in spoken and written German, reading knowledge of Spanish and French. Certified in LEXIS and West Law. Excellent ability in WordPerfect, Microsoft Word, GroupWise and Quicken. Captain, tennis team, 4 years undergraduate.
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如何写好英文简历呢?下面是由读文网小编分享的英文面试简历范文,希望对你有用。
George E. Rodriquez
242 James Martin Circle
Columbus, OH 43212
Residence: 123.654.5555
Fax:(555) 555-7623
Email: jdoe@domain.com
Objective:
An Automotive Sales Management position that will effectively utilize acquired expertise, creative talents and commitment to excellence. Desire a position with career growth potential.
Summary Of Qualifications:
Innovative professional with 16+ years of progressive experience within the automobile sales industry and the skills to drive business growth, capitalize on new revenue potential, and manage all aspects of daily business operations.
Expertise in new and used vehicle sales, pricing strategies, client relations and needs assessment, marketing, financial management, purchasing, administration, and staff training, supervision, motivation and mentoring.
Proactive leader with refined business acumen and exemplary people skills. Facilitate a team approach to achieve organizational objectives, increase productivity and enhance employee morale.
Quick study, with an ability to easily grasp and put into application new ideas, concepts, methods and technologies. Dedicated, innovative and self-motivated team player/builder.
Exceptional leadership, organizational, oral/written communication, interpersonal, analytical, and problem resolution skills. Thrive in both independent and collaborative work environments.
Proficient in the use of various computer programs and applications including Reynolds & Reynolds.
Professional Experience:
Used Car Manager / Sales Manager - Johnson Buick Pontiac GMC Argusville, Florida. 4/99-9/02
Purchased auto inventory from auctions and wholesalers, conducted appraisals, directed the reconditioning of trade-in vehicles for resale, and assisted with new car sales. Created innovative promotional marketing strategies, designed and placed advertising featuring $1.5M in used car inventory. Hired, trained, supervised and mentored 12 sales people; motivated staff to meet/exceed established sales goals and objectives by developing effective sales incentives. Gave final approval on all sales, trade-ins, financing and credit arrangements. Monitored and reported sales volume, financial and business transactions. [Generated sales of 70-90 vehicles per month.]
Sales Manager - Howard Buick Pontiac GMC Jacksonville, Florida. 4/99-9/02
Drove sales of new and used vehicles; reviewed and approved sales deals by all sales associates. Ordered new car inventory and negotiated with auto wholesalers to purchase used vehicles. Scheduled and managed three sales managers and 20 sales associates; taught employees successful sales and closing techniques. Designed and placed advertising featuring vehicle inventory; appeared in dealership television commercials, and created promotional marketing strategies to stimulate sales growth such as off-site tent sales events, special finance mailers and a first time buyer program. Developed strong customer relations, appraised trade-ins, orchestrated financing, and gave final approval of all sales. Ensured employees provided highest standards of customer satisfaction and quality service at all times.
Education:
Jacksonville Community College
Jacksonville, Forida.
B.A., Marketing - 1998.
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写好英文简历对求职成功起着非常重要的作用。下面是由读文网小编分享的英文英语专业简历模板,希望对你有用。
Mickey Rowlings
1001 East Sunrise Dr.,
Tucson, AZ 85718
Telephone No: 520-209-1023
Email id: mike_rowlings@gmail.com
OBJECTIVE :
Position as financial or investment advisor with a leading investment firm, specializing in the management of large corporate assets.
CREDENTIALS :
CFP, 199
NASD 6 And 7
NASD 63
EXPERIENCE :
Financial Advisor, 1995 - Present
L.T.D. Consultants, Tuscon, AZ
Managed a six-figure diversified portfolio that has experienced at least 20% annual growth over the course of seven years. Conducted company research and analyzed profiles, identifying a number of startups that have yielded significant returns. Monitored account activity online.
Investment Analyst, 1989 - 1994
Hoover Associates, Portland, OR
Prepared investment analyses for clients, including several with more than $500M in total assets under management. Communicated with sell-side analysts and company management. Assessed economic trends. Selected and monitored investments in bonds, banks, automotives, and biotech.
EDUCATION :
University of Oregon, Eugene, OR
M.B.A., Finance, June 1994
University of Texas, Austin, TX
B.S., Accounting, June 1988
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英文简历写作属应用文体,下面是由读文网小编分享的英文应聘简历模板,希望对你有用。
Marcus Reynolds
462, Mortimer ST,
Lewiston, MA, 64328
(849) 283-9478
nash.cruz@email.com
Objective
Willing to work as a Computer Programmer in the well known IT industry.
Education
B.Tech/B.E. (Computers) from XYZ University, Arizona in 2005
Summary of Skills and Experience
I am an engineering graduate and have knowledge of implementing software programming skills in designing & developing systems.
Pivotal in C, C++, SQl, Java, HTML, MS Access and Photoshop with exposure in Windows 9x/ 2000 / NT.
Computer Skills
Programming Languages: C, C++, SQL, Java, J2EE (Servlet, JDBC, JSP)
Databases tools: Oracle, MS Access
Operating Systems: Windows 9x, XP, 2000, NT
Other Skills: Photoshop, CSS, HTML, Flash
Additional Details
Academic Projects
Banking System using C++
Duration: Jan 06 to May 06
Environment: C++
Description: Designed and developed banking system for bank involving basic transactions such as Debiting or Crediting accounts, listing account information of customers, balancing information, editing and deleting accounts etc.
References:
Available on request.
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英文简历写作几乎是所有英语专业的大学生都会面临的问题。下面是由读文网小编分享的英语专业英文简历模板,希望对你有用。
Basic information
Name:
Gender: Male
National: Han
Date of birth:
Origin: Zhejiang Ningbo
Place of residence: Ningbo
Marital status:
Mobile phone: 87******
ID: 3302*********
E-mail: job@zhaopin.com
Job search intention
Desired position: the data analyst
Expectation: the financial industry
Expected location: Ningbo
Desired salary: 5000
Job type: full time
Time: at any time
Work experience
Start time: 2010 October to 2011 December the company name: XX estimate Co. Ltd. Job Description: mainly responsible for the company's rating data collation and acceptance check, is responsible for external data collection; to set up the company in database system, data product development work, and make the data products.
Start time: 2011 February to 2012 August, the company name: XX Technology Development Co., Ltd. Job Description: mainly to complete data analysis in the process of data extraction, data analysis and data presentation; analysis model and development and continuous improvement, business statistics, to ensure its accuracy, practicability and scalability; based on data analysis, get valuable information, so as to the company's business operation, the direction of products, sales strategy to provide data to support.
Education and experience
Start time: 2007 September to 2011 July Graduate School: Zhejiang Gongshang University major: Finance degree: Bachelor
Language ability / Skills Certificate
The data analyst assistant
Self assessment
I have the overall strong communication ability, has the strong team cooperation ability, cheerful, optimistic, strong sense of responsibility. The data have a high sensitivity, can discover the relations between data, logical thinking ability outstanding and judging ability, can skilled use of processing and data analysis methods, proficiency in SPSS, SAS statistical software.
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自我介绍,是联系工作的重要环节。下面是读文网小编整理的it求职英文自我介绍,以供大家阅读。
good morning,madam and sir!it’s a great honor for me to meet you here today. i would like to introduce myself for you. my name is and my admission number is . i come from county, province. county is also called general county, for it has ever made 54 generals in history. every year thousands of people get patriotic education there.
in 2004, i was admitted to school of college of mathematics and computer science,guangxi normal university in guilin. i majored in computer science. i have been interested in my major since i was in middle school, because computer can make our life easy. my college teachers were very patient, friendly and knowledgeable. i learned a lot in college, such as how to study, how to get along with others and so on. i also learned independence and the importance of working hard. in 2008, i graduated from college with honor. college life was wonderful and unforgettable. it’s one of the most important parts in my life.
now i work as a teacher in a middle school in . i teach computer science there. i try my best to be a good teacher. i’m responsible and work very hard. i love my students. they are very young, happy and clever. in order to take entrance exam for graduate, i spend most of spare time on studying. of course i often play badmintonwith my colleagues or with my students. my favorite is studying, especially, discussing and solving the problem with others, because i can learn much from my partners, and i can express my own opinion. i like computer science, especially, computer architecture. i want to have different challenges in my life.that’s all, thank you.
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英文的自我介绍会让你感到紧张吗?下面是读文网小编整理的毕业生求职自我介绍英文范文,以供大家阅读。
Good afternoon .
I am of great hornor to stand here and introduce myself to you .First of all ,my english name is ...and my chinese name is ..If you are going to have a job interview ,you must say much things which can show your willness to this job ,such as ,it is my long cherished dream to be ...and I am eager to get an opportunity to do...and then give some examples which can give evidence to .then you can say something about your hobbies .and it is best that the hobbies have something to do with the job.
What is more important is do not forget to communicate with the interviewee,keeping a smile and keeping your talks interesting and funny can contribute to the success.
I hope you will give them a wonderful speech .Good luck to you !
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英文版求职自我介绍对于大学生外企求职者的求职是相当重要的构成部分。下面是读文网小编整理的英文版大学生求职自我介绍范文,以供大家阅读。
Good morning !
It is really my honor to have this opportunity for a interview,
I hope i can make a good performance today. I'm confident that I can succeed. Now i will introduce myself briefly
I am 26 years old,born in shandong province .
I was graduated from qingdao university. my major is electronic.and i got my bachelor degree after my graduation in the year of 2003.
I spend most of my time on study,i have passed CET4/6 . and i have acquired basic knowledge of my major during my school time.
In July 2003, I begin work for a small private company as a technical support engineer in QingDao city.Because I'm capable of more responsibilities, so I decided to change my job. And in August 2004,I left QingDao to BeiJing and worked for a foreign enterprise as a automation software test engineer.Because I want to change my working environment, I'd like to find a job which is more challenging. Morover Motorola is a global company, so I feel I can gain the most from working in this kind of company ennvironment. That is the reason why I come here to compete for this position.
I think I'm a good team player and I'm a person of great honesty to others. Also I am able to work under great pressure.
看过“英文版大学生求职自我介绍范文”
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用英文进行求职自我介绍是外企个人求职者向招聘者展示自己的一个重要手段,下面是读文网小编整理的求职时英文自我介绍范文,以供大家阅读。
Hi there, My name is XXX.i woulld like to apply for this job of english teacher for children.
My plan for the furture is that i would like to stay with children and share the moments in their lives and provide them with helpful advice. making friends with them and letting them feel you are the one they can talk and trust.Plus i like english very much.with this idea,i want to combine my love for children with my ability of english together,so i can work in a pleasant environment doing the great things i enjoy doing.
I consider myself with rich potential of qualitying out as a good english teacher.I have a heart for children,a loving and caring heart.And i would certainly place it upon my students,being their close friend and sister.while with my creative and relaxing english teaching method,students would learn english through interacting with me or the others instead of being told what to say.
I am also very open-minded and easy-going,which will make myself a popular figure everywhere.and of course i am very much the type of the girl next door.always willing to take in suggestions and create a fun classroom for our next generation.
I believe i've said quite enough of myself. I hope you now know more about me than just now. I would certainly cherish this job and get along very well with all people out here.I thank you very much again for giving me this opportunity to talk with you.
I look forward to hearing good news from you soon.
Thank you !
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结识新朋友、联系工作、到新单位上任……都要作自我介绍。下面是读文网小编整理的求职英文自我介绍范文,以供大家阅读。
Good morning, my name is XXX, it is really a great honor to have this opportunity for a interview, I would like to answer whatever you may raise, and I hope I can make a good performance today, eventually enroll In this prestigious university in september. now I will introduce myself briefly,I am 21 years old,born in Henan province ,north of China,and I am curruently a senior student at beijing XX uni.my major is packaging engineering.and I will receive my bachelor degree after my graduation in june.in the past 4 years,I spend most of my time on study,I have passed CET4/6 with a ease. and I have acquired basic knowledge of packaging and publishing both in theory and in practice. besides, I have attend several packaging exhibition hold in Beijing, this is our advantage study here, I have taken a tour to some big factory and company. through these I have a deeply understanding of domestic packaging industry. compared to developed countries such as us, unfortunately, although we have made extraordinary progress since 1978,our packaging industry are still underdeveloped, mess, unstable, the situation of employees in this field are awkard. but I have full confidence in a bright future if only our economy can keep the growth pace still. I guess you maybe interested in the reason itch to law, and what is my plan during graduate study life, I would like to tell you that pursue law is one of my lifelong goal,I like my major packaging and I won"t give up,if I can pursue my master degree here I will combine law with my former education. I will work hard in thesefields ,patent ,trademark, copyright, on the base of my years study in department of p&p, my character? I cannot describe it well, but I know I am optimistic and confident. sometimes I prefer to stay alone, reading, listening to music, but I am not lonely, I like to chat with my classmates, almost talk everything ,my favorite pastime is valleyball,playing cards or surf online. through college life,I learn how to balance between study and entertainment. By the way, I was a actor of our amazing drama club. I had a few glorious memory on stage. That is my pride.
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硕士个人求职者在求职的时候,用英文进行自我介绍会给自己加分不少。下面是读文网小编为大家带来的硕士求职英文自我介绍范文,相信对你会有帮助的。
good morning,madam and sir!it’s a great honor for me to meet you here today. i would like to introduce myself for you. my name is and my admission number is . i come from county, province. county is also called general county, for it has ever made 54 generals in history. every year thousands of people get patriotic education there.
in 2004, i was admitted to school of college of mathematics and computer science,guangxi normal university in guilin. i majored in computer science. i have been interested in my major since i was in middle school, because computer can make our life easy. my college teachers were very patient, friendly and knowledgeable. i learned a lot in college, such as how to study, how to get along with others and so on. i also learned independence and the importance of working hard. in 2008, i graduated from college with honor. college life was wonderful and unforgettable. it’s one of the most important parts in my life.
now i work as a teacher in a middle school in . i teach computer science there. i try my best to be a good teacher. i’m responsible and work very hard. i love my students. they are very young, happy and clever. in order to take entrance exam for graduate, i spend most of spare time on studying. of course i often play badmintonwith my colleagues or with my students. my favorite is studying, especially, discussing and solving the problem with others, because i can learn much from my partners, and i can express my own opinion. i like computer science, especially, computer architecture. i want to have different challenges in my life.that’s all, thank you.
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出英文面试题目是海信在面试考核过程中经常采用的形式。下面是由读文网小编分享的最新的海信英文面试题目,希望对你有用。
Say sth about your hometown Say sth about your major Why do you apply for Hisense What do you know about Hisense
What do you think about Marketing Say sth about your part time What do your friends think about you
say something about your parents
what's your hobby
which city do you want to pay a visit?
how do you understang "good friends"
your greatest harvest in the school
How do you deal with rejections?
How do you define "sucessful"?
If you have a chance to visit Hisense,where would you choose?
What sort of work environment you like ?
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能不能创业成功跟学位没关系,但跟好不好学肯定有关系。好学才能有成长的空间。看看那些创业的故事,学习他们,找到自己的创业方法。那么下面是读文网小编分享的青年创意创业的故事,就随小编一起去看看吧,希望能够有所帮助。
刘事超:卖自制遥控飞机月入5000元
刘事超是燕山大学仪器科学与技术专业的研二学生,他在今年4月份开始在网上卖遥控飞机,生意有声有色。
刘事超小时候喜欢遥控飞机,上了大学依旧喜欢。可是一个体积稍大的飞机要卖一两千元钱,他觉得很贵,而且遥控器也大,携带很不方便,就想能不能自己做一个遥控飞机,把遥控器体积缩小,最好用手机就能控制。去年3月份,他开始动手自己做遥控飞机。飞机做起来没那么容易,首先要控制材料成本,做一架比买一架还贵就不值了。电路板、电机、螺旋桨……制作一架遥控飞机需要很多零件,为此他用了很长时间停留在卖这些元件的淘宝店上,但有时整宿也找不到一个合适的零件。
刘事超制作第一架遥控飞机用了他一年的时间,半年花在写遥控程序上。以前的遥控飞机与遥控器连接用的是蓝牙2.0技术,刘事超想用上能耗更小、传输距离更远的蓝牙4.0技术,所以遥控程序必须自己开发,于是他体会到了一名程序员的痛苦。满屏的程序语言,可能就因为一个逗号点错了,指令就运转不起来,要紧盯电脑屏,一行一行地找。有段时间他晚上闭上眼,脑子里出来的都是计算机语言符号。电路板也很难搞定,有一段时间,他的飞机两三分钟之内能飞得好好的,但突然就会砸下来,他花了一个星期找出原因,原来是电路板上两条线画得太近。从开始到做成,电路板换过七个版本。
“开网店才有意思呢。”刘事超说。为了省包装盒的钱,他和对象曾去翻垃圾桶,把人家不要的快递包装盒捡回去,他们经常搬着这些捡来的包装盒穿梭在校园里,以至于看到的同学很纳闷,经常问他俩是不是又收到快递了。他的网店最初一个月收入只有1000元,现在已经涨到5000元,除了作为主要顾客的大学生,一些公司也找刘事超谈合作。“先积累点资本,等时机成熟了,开一家专门做遥控飞机的公司。”刘事超说。
与的
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在全球化竞争和买方市场的压力面前,几乎所有企业都将新产品开发放在自身发展战略的突出位置,而市场数据以及由市场数据进行深层次分析得到的结论都是企业开发新产品的重要指导因素。那么下面是读文网小编整理的创意营销案例,就随小编一起去看看吧,希望能够有所帮助。
雅士利李东明:中国婴幼儿奶粉正步红酒后尘
基于目前的政策环境,中国奶粉行业面临着整合的四大趋势。
趋势一:行业在快速集中,小品牌加速泡沫化
不管是在发展中国家还是发达国家,奶粉的集中度都是非常高的。前几个品牌基本上达到了85%以上的份额。实际上从品牌角度再一看,更多的是属于2—3个奶粉企业集团的,是2—3个奶粉企业集团旗下的品牌占了85%以上的市场份额。
成熟国家是这样的,那么新兴市场国家怎么样呢?我发现,在所有的新兴市场国家,除了中国之外(中国是非常独特的一个市场),我现在没有看到哪一个新兴国家市场不集中。
在中国市场,未来这个市场的玩家就那么几家,雀巢(惠氏)和达能,等等。对未来中国奶粉行业的格局,我的判断是:在现有的政策条件下,未来将是达能、雀巢加上2—3个本土品牌公司市场,其他的都没有办法玩。
我们看到国产小品牌的市场份额,从去年下半年到今年一直是持续下降,包括前一两年国产品牌利用所谓的渠道优势推出的一些专销产品,由于缺乏品牌的投入,已经显示出了后继乏力的情况。今明两年我判断也是会快速泡沫化。
奶粉我们玩了这么多年,各种概念,包括因子、OPO等等,所有的概念已经消费完了,质量问题实际也不是问题了,奶粉的快消品的属性会越来越明显,未来消费者只会记住少数的几个品牌。作为厂家来说,一定会回归到精简产品系列,提升供应链的效率,专注品牌的高度上来讲品牌的故事。
趋势二:价格国际接轨
价格与国际接轨,主要靠三个驱动因素:
第一个驱动是原料,原料价格大概在0.3美元/公斤,不到2元人民币。现在国内的牧场4元/公斤,华东、华南更高,平均下来就算大约是3.4元,而国际的原料价格是中国价格的60%,全球乳粉的拍卖价格最近是1848美金/吨。
第二个驱动因素,主要原料出口国货币贬值,贬值幅度都有20%左右。
第三个驱动因素,在国家支持下,海淘游击队变成了跨境电商正规军。只在今年,国家出台了很多支持跨境电商的文件,从3月份到现在,从设置综合试验区到海关、商检到各方面,出台了一系列的政策。
有什么影响呢?目前我国的水货奶粉大概有150亿的规模,过去几年是47%的复合增长率,预计未来会以17%的速度增长。这一块以后是正规军了,是跨境电商。自贸区让跨境电商的合法化了,海淘合法化了。基于跨境电商和中国自贸区这两个新兴概念的结合,中国自贸区基本可以概括为一个全新而且独特的商业模式。从海外制造商直接采购,确保产品,集装箱海运,自贸区集货,仓储费用大幅下降,国家出台了一系列政策,支持跨境电商在自贸区的发展,简化了检验检疫的手续,最后我们有线上线下大大小小的平台,可以很方便使用。最后快递到消费者,跨境电商比海淘还好,海外直接采购有退税。1罐正规市场上卖200元的产品,蜜芽宝贝就可以卖99元,可以覆盖它所有的成本。
当年发生在红酒行业的故事正在奶粉行业重演。中粮是做红酒的,我以前负责整个中粮的并购业务,我们当时看到了红酒的命运,但是没有办法制止,这个现象和奶粉是高度相似的。国外有大量的产业,有更低的价格,最后通过互联网,我买网、酒仙网等等大量进来,最后彻底颠覆了中国红酒市场的价格体系和渠道体系。
奶粉被跨境电商之后,会怎么样?彻底颠覆中国奶粉高价格、高毛利、高费用的商业模式。过去奶粉卖到消费者手里300—400元/罐,厂家是高毛利的,在渠道是高费用的。所以我们国产品牌靠的是什么呢?靠的不是品牌的拉力,而是靠给门店、渠道足够高的利润,让它来卖我们的产品。现在这套模式彻底摧毁了,摧毁了我们国产品牌的渠道推进,也抵消了国产品牌和跨国品牌长期以来所谓线下渠道的优势,所以传统企业,奶粉厂家必须转型了,所有过去的商业逻辑和实践今天都是不适用了。
趋势三:对接国际资源
国产品牌怎么办呢?
首先,我们通过海外建厂,新建、收购,充分利用国际资源,推出所谓中国情怀国际品质的原罐原装产品,现在很多企业都是这么干的。综合起来,今年原罐原装进口产品占到全部奶粉总量的35%,几年以前才10%。
第二,国产品牌和国际品牌的资本、技术、品牌、渠道这些方面进行合作,比如雅士利和达能的合作、贝因美和恒天然的合作、辉山和菲仕兰的合作等等。
趋势四:线上和线下的融合
今年应该是母婴渠道盛极而衰的转折年,也是母婴渠道的转型年。在市场占有率方面,2013年的时候电商23%,母婴44%,去年电商28%,母婴45%。我们判断2018年电商会成为第一大渠道,会占到49%份额,母婴渠道会到40%,传统渠道11%。所以今年是母婴渠道最强大的一年,但是也是转折的一年,盛极而衰的一年,是大家要转型的一年。这里面也有一些驱动因素。
首先,从消费者端来看,未来3—5年,孕产妇人群主要由85后90后构成,他们互联网最忠实的粉丝,他们一出生的时候就是玩手机的,就是互联网,所以他们肯定是和互联网离不开的。不用去想,还有其他传播形式,另外,对他们来说,奶粉质量是国家操心的事情。
第二个驱动因素,厂商端,互联网和物流技术的发展使得当年没有完成的第一次渠道变革得以卷土重来,什么是第一次渠道变革呢?
就是当年由可口可乐发起,康师傅跟进,最后再没有第三家能够成功的“掌控终端、渠道精耕”模式。我们看一下中粮可口可乐的历史,2002-2004年,我们砍一批商;2005-2008年,我们是砍二批商;最后2009年以后,我们直接对着终端,我80%的订单是来自业务员,这是可口可乐的案例。我的奶粉只能够比它走得更远。
第三个驱动因素,门店端。有些做母婴渠道门店的终端,门店的老板肯定会通过触网、微电、APP等手段实现线上线下的结合。我是有体验的,这个可以抵御互联网的侵袭。通过厂家B2B,通过厂商直接拿产品来降低成本,通过门店来提供体验,社区营销,通过淘宝天猫开店、通过微商城、APP做社区的营销推广。
未来的妈妈是怎么样的一天呢?早上上班了,我在车上,我就可以用手机用微商城下单,我给我宝宝买什么吃的,门店的这些店员有拿的清单,就可以在门店直接打印出来,在门店可以检货,送到妈妈家里,扫订单的二维码,直接手机支付,然后就可以给宝宝喝了。到了晚上可以在朋友圈推荐传送口碑,推送又可以拿到更多的积分,有积分奖励累计。
互联网+带来什么
从消费者的角度来说,我们面临的就是互联网一代的妈妈;从厂家来说,我们必须要重视渠道的投入,这种投入既有充分利用互联网技术增加对门店的服务,也有资本投入;从门店来说连锁化、电商化,这是必然的趋势。你要突出社区的属性和体验,这是电商完全无法提供的;经销商来说,抛弃旧思维,尽快转型成新的配送商,你不转,有的是大物流商、配送商转。
京东目前搞了一个渠道下沉项目,把京东干成一个网络的批发市场,京东在全国基本上三分之二的县都能当日到,剩下的都是隔日到,你门店在上面买货了以后,当天或者第二天就能到。有了这个还要什么经销商呢?没有了。那些既有产品又有终端又能融合互联网思维,横跨整个产业链的公司。
我前面所说的四大整合趋势,这是基于现有的政策条件下的,当然,如果有新的政策的话,整个行业的竞争格局就变了,但目前看不到。#p#副标题#e#
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案例分析是运用科学的分析方式与方法,对特定时空范围内的案例分析对象的各种信息进行系统地搜集、整理和分析的过程。那么下面是读文网小编整理的创意营销活动案例,就随小编一起去看看吧,希望能够有所帮助。
场景营销案例解析
罗辑思维的“混搭”场景模式
罗辑思维是一个自媒体,由罗振宇和申音一起创办。据说萌生这个念头也很偶然,在2012年12月21日这个传说中的世界末日,二人在一起聊天中突发奇想,假如世界真的就此毁灭了,我们应该做点啥?在此需求推动下,二人决定创办一个学习型的虚拟社区,最开始的想法很简单,就是利用各自领域的媒体优势,将之办成一个知识学习和分享的平台,网聚了大批爱好学习新知识的年轻粉丝,这就构成了场景营销所谓的“入口”。
如果仅仅是有一个免费的学习的平台,这倒没什么稀奇,基本大多数社群都是如此,免费的谁不会?罗辑思维经过一年运营后,发现免费并不可靠,终究付出是要得到回报的,可如果立即收费就面临巨大的压力,收费后粉丝都跑了怎么办?
好奇害死猫,这两个创业者决定破釜沉舟测试下收费模式,于是史上惊人的事件发生了,第一次在5小时内售卖会员费160万元,第二次24小时售卖800万元。截至1月,每期视频点击量超过100万,微信粉丝达到108万,有投资机构对这个学习型社区的估值约为1亿多元。
上述这些并不是其最大亮点。然而在2014年聚集了大量粉丝的罗辑思维在中秋节这天策划了一起卖月饼的线上活动堪称经典一战,事后分析归纳有如下几点值得总结。
1.抓住场景关键核心点,以众筹的方式完成相关价值点在此场景中的彼此连接和整合。在整个售卖月饼的价值链条中,有如下几个关键核心点:购买用户是谁?什么产品表现形式?如何来售卖和配送?如何能最大价值地彼此分享和传播?
罗辑思维在月饼操作起始阶段,即完成了两个众筹的准备,为后期项目的推进做好铺垫。
其一,众筹资本团队。罗辑思维发起合伙人入股的众筹模式,本金为1万元,使用周期3个月,年化收益率20%,即该理财产品每人收益最终为500元。最终有3000人报名,200人成为本次项目的资本合伙人。而最终罗辑思维为感谢自家会员的支持,额外发放特别红利500元,最后每位合伙人收益为1000元。
其二,众筹合作伙伴。在产品发售配送和产品形象设计环节并不是罗辑思维的长项,为此将之外包给专业的团队一起合作,通过众筹的模式完成了合作伙伴的选择。最好的配送服务公司和最好的设计师,做到每一个环节都是零瑕疵,让消费者无可挑剔,利于彼此间建立起充分的信任关系。
众筹的本意并不是非法集资或画饼忽悠,而是建立在互信基础上的一种凭借信用为基础的合作模式,这部分群体既是投资者,也是消费者,更是未来用户的意见领袖,大量的新用户将通过这部分原始的意见领袖的引导和推荐完成产品早期的破冰之旅。
2.构建场景销售目标群体定位异常清晰,以“85后”年轻群体为主要消费群体,打通的是会员间的横向沟通交流,俗称“C2C之间的关系”。
针对年轻目标群体的消费心理和习性,所以该月饼比较另类,可以单人付费购买,单人代付购买,可以靠人品和人气而“多人代付”购买,甚至可以赤裸裸地宣称“求勾搭”“撒欢打滚求月饼”“哭泣着求月饼”等形式,这种极其热烈而新潮的表达方式让“60后”和“70后”觉得很丢脸,但“85后”和“90后”却很喜欢。这种情感的共鸣使得群体间的这种传播宛如吃了鸦片一样上瘾,我购买了一定要我的亲朋好友或私密好友来分享,赤裸裸地不加任何掩饰,又何须任何掩饰?来吧,一起嗨皮吧,不过一块月饼而已。
3.场景的传播原始动力是“游戏和娱乐”,没有这些的场景毋宁死。在场景中,你是什么不重要,甚至一条狗也没关系,关键是要引起群体的关注和喜欢。游戏和娱乐是场景具有活性的催化剂和黏合剂,让消费群体亲自体验并在不知不觉中爱上并喜欢上这些内容,而且乐此不疲。
罗辑思维设计了一个“月饼节操榜”,节操王可以在当年农历八月十六和罗胖一起晒月亮晒星星。这个数据是动态的,根据每天不同时段的月饼销售情况随时更新榜单数据,这个榜单不仅对当事人有刺激性,即便是大群的旁观者等好事之徒均纷纷指点江山,激扬文字,这种榜单本说明不了什么,但根据中国人群体的尿性,只要是排行榜有排名,必定成为饭后茶余的谈资,这无意中提升了用户的黏性。这种微妙的心理是典型的心理学中爱慕虚荣的表现,但在现在的趋势下,又有谁去真的在乎呢?
当然“节操币”就相当于消费积分了,当用户积累到一定程度后,可以呼唤罗胖为其服务,可以想象下啊,当偶像听命于自己的召唤而消费者却作为一种“大爷”般的为所欲为是多么具有赏心悦目的一种感觉啊,对,场景营销要的就是这种眩晕感。由此,我们就不难理解,为啥很多明星送餐、明星代卖等网络活动会在互联网上掀起如此大的风波,都是虚荣心惹的祸。
这些内容设置本身都是为了增加用户间的互动和交流,使得他们动起来,而不是处于静默状态。过去传统营销的单向传播,是大喇叭式的传播模式,而在这种场景的诱惑下,社群间的交流忽然变得有趣起来,我愿意参与,我愿意给你打赏,我愿意当一种大腕或大牛的感觉,没关系,只要你参与了,就会找到这个感觉。
这种社群是生态的、活跃的、持续的、激情的!
4.社群的商务力量是场景营销中虚实融合的基石。“物以类聚,人以群分”,因为共同爱好和兴趣的一群人自发地组织在一起,在互联网平台上纵横驰骋,彼此守望相助,从此人生都将大不同。在社群中社交需求和自我价值实现的需求是两个永恒的主题,所以营造归属感和价值分享的场景氛围就成为这个组织的关键。
粉丝的黏性决定了场景是否可持续,粉丝的口碑传播将成为这个社群能否长大的核心要素。所有的活动均围绕这两个核心指标展开,所以当罗胖策划月饼这个事件出现后,立即一呼百应。
案例思考:
本案例中就场景营销的入口导流、价值连接、彼此关系、参与互动、娱乐风趣、口碑传播等几个核心要素做了阐述。场景无处不在,关键是在构建信任的基础上完成厂家与用户、用户与用户间的价值分享和交流,从这个角度上看,场景本身即为平台,是一个具有利他性的微生态体系。
三只松鼠的产品说话场景模式
产品永远是王道,是营销的子弹。在场景营销中产品的设计也非常重要,有人提出“产品极致化思维”和“工匠精神”,甚至上升到开发者或持有者的“情怀”等要素。这些内容都是吸引消费者的切入点,但仅从产品而言,做得极具特色的当数三只松鼠。
三只松鼠仅仅定位在“85后”年轻女性群体,面对这个群体“萌货、无节操、求包养”的调性,整个三只松鼠的品牌调性突出在为“主人”服务上,让客户满意。当然这种软性的服务固然很重要,但很多企业都可以通过针对性的培训来达到这点,所以此点并不能形成相对的差异化,很容易被竞争对手跟随。
为了有效地区别于其他休闲类坚果食品的品牌调性,三只松鼠在产品设计上重点聚焦消费者的痛点,将痛点转化成痒点,以此构建产品的独特场景,极具魅力。
痛点一:选择碧根果作为爆品,碧根果最大的痛点在于不好剥。
三只松鼠意识到当用户使用传统生产工艺加工的碧根果,最大的痛点在于果壳不好剥,为此很多厂家不惜成本,随产品赠送一个特定的铁钳子,以此来将果壳夹碎,方便食用。但大多数食客在使用这种方法时往往会带来两个问题:一个是夹得太碎,成了粉末状,无法食用;另外一个情况是四处飞溅,不卫生。为了解决此问题,三只松鼠利用膨胀冷缩的原理在加工环节重新调整了生产工艺,使得流水线上出来的产品膨化度大大提升,冷却后自然剥离,消费者只需轻轻一剥,果壳当即脱落,非常方便食用。很多用户为其起名称曰“手剥核桃”。
当然,三只松鼠的另外一个产品夏威夷果在此点上可谓下尽了功夫,也非常不错。夏威夷果最大的痛点是必须用锤子去砸,而且未必砸得好,往往食用起来非常麻烦。三只松鼠将这个产品在生产环节增加一道工艺,将产品切割一道缝隙,同时在袋子中附赠一个小起子,用户只要拿出这个小起子,在那道缝隙中轻轻一撬动,立即裂开,非常方便食用。
痛点二:碧根果在食用过程中存在大量的杂质将手弄脏弄黑。
三只松鼠为了解决此问题,在每个包装袋中增加了湿纸巾,用户吃完后,不用起身去厕所洗手,只需要抽出湿纸巾,将脏手擦干净即可。
痛点三:碧根果一袋装为210克,每次食用往往吃不完,密封不好下次会导致产品受潮,碧根果将比药都难吃,往往会非常遗憾地扔掉。
为了解决此问题,三只松鼠早期采用的是条形夹,置于袋子中,用户只要吃不完,可以从袋子中拿出来立即夹起来给予密封,后来经过不断改良,产品升级迭代后采用扣嵌式封装袋,提升了食用方便性。
痛点四:碧根果的果壳处理难点。
在这点上,男人们食用是在哪里吃就放哪里,吃完后一起打扫,但总会留下些“余烬”残渣,形成事实上的环境污染。而女性群体大多会垫一张纸,但往往起身时也会不小心带动,果壳散向四周,很多女用户为此非常痛苦。
早期三只松鼠采用的是附赠航空垃圾袋,但航空垃圾袋最大的问题是使用过程中不方便,放置麻烦,还不如直接扔到垃圾桶里方便,但随后的产品改进就令人叹为观止了。经过巧妙的设计,采用硬卡纸,纸叠起来就是一张卡片,展开后就成了一个“水立方”体。这样,使得每次吃完的果壳可以轻松放到“水立方”垃圾小纸盒中,最后一起倒掉,最重要的是这个小纸盒可以反复使用,为此不知道有多少女性群体爱煞了它。
客观地说,一个小小窄众群体的休闲娱乐坚果类食品,能做到这么多小细节是非常难得的,背后代表的深刻含义是,企业在设计这个产品场景的时候,不是单纯以产品为核心构思如何精美,如何“高大上”的,而是重新回归到人的角度来思考和设计,以用户为中心,以人性为导向,重构产品这个场景的关键要素,使得用户在使用这个产品过程中,通过对这些细节的感受最终在心目中对这个产品刮目相看,继而加深印象并大加赞赏。
这个时候,产品本身并非静态,而是会说话的。会说话的产品可以和消费者进行无声的交流,间接会得到用户的拥趸和忠诚。
有人说“产品极致化思维”是移动互联网的核心思想,我深以为然。并且认为这种极致不仅仅体现在产品本身上,而且包含在用户使用的每一个环节均需极致。
案例思考:
有人说三只松鼠爆品选择碧根果并不赚钱,这种打法一般人玩不起。但当我们在思考场景营销的时候,不能忘记的一点是,你总得有一款产品形成销售规模,否则形不成规模优势,这是不经济的,最终也不挣钱。所以,爆品的选择关键是你成功了没?如果成功了,就构成了场景营销的价值循环链,即“造势爆品→拉粉聚客→口碑传播→多点围攻”的商业模式才能转动起来。没有粉丝就没有一切,粉丝对于产品这个场景的偏爱是最直指人心的营销策划活动。
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