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體驗真實:掌握顧客的真正渴望

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體驗真實:掌握顧客的真正渴望
Product Code:
244944
Model:
9789866582509
Product by:
天下雜誌
Status:
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Product Information

ISBN: 9789866582509

出版日期: 2008-11-17

作者: 詹姆斯.吉爾摩,約瑟夫.派恩

譯者: 邱如美

裝訂: 平裝.單色印刷.400頁.

 

   ★時代雜誌獲選為「改變世界的10大觀念」之一

  作者以他們劃時代的暢銷書《體驗經濟時代》(Experience Economy)為基礎,解釋了便利性、成本和品質已經不再是競爭的充分條件。今天的消費者要的是真實 (authenticity)。如何滿足消費者對真實感的渴望,成為企業與行銷人的共同挑戰。只要做得到,必能牢牢掌握消費者的心理、感情和荷包。 在當今愈來愈體驗導向的世界裡,消費者渴望真實感。你,找出對策了嗎?

  今天的體驗經濟有個自我矛盾的現象:整個世界愈推陳出新,愈人為改造,人們愈渴望真實。當真實開始被檢驗、改變和商品化時,消費者幾乎只對能夠觸動內心、個人化、難以忘懷,特別是原真的產物才有反應。如果顧客不把你的產物看成真實的,你會被貼上黑心、假貨的標籤。業績下滑的風險隨之而至。

  問題是,真實究竟是什麼?吉爾摩(James H. Gilmore)與派恩(B. Joseph Pine II)在這本發人深思又務實的指南中,定義出後現代的消費者心目中真實感的意涵,以及企業該如何讓產物展現「真正的真實」。

  本書從星巴克咖啡(Starbuck)談到奇客電腦(Geek Squad),從水都威尼斯到威尼斯人酒店(The Venetian),逐一檢視成功的企業是如何全力回應顧客的自我印象和渴望,從而創造了一個新的管理學門。《體驗真實》也提供你和企業切實可行的管理工具: ?經由真實/虛假矩陣等新的管理工具,評估你被視為原真的程度。 ?發展能有效訴求真實的新作法。 ?推動能展現真實感的特定策略。

  面對新興的消費者心態,《體驗真實》界定出你如何回應的作法,並提供弄清楚消費者如何以個人化、價值感和真實性出發,看待你的產物和企業的關鍵方法。

作者簡介

詹姆斯.吉爾摩(James H. Gilmore)、約瑟夫.派恩(B. Joseph Pine II)

  是策略地平線公司(Strategic Horizons LLP)的共同創辦人。這是一家設在俄亥俄州奧羅拉鎮的顧問公司,主要致力於協助企業提升產品與服務的價值。他們也是《體驗經濟時代》(The Experience Economy: Work is Theatre & Every Business a Stage)共同作者。該書於一九九九年由哈佛商學院出版社出版。

  吉爾摩同時也擔任維吉尼亞大學達頓商學院兼任講師。派恩是《大量客製化:商業競爭新戰線》(Mass Customization : The New Frontier in Business Competition )作者。該書於一九九三年,由哈佛商學院出版社出版。派恩是未來設計學會(Design Futures Council)和歐洲體驗經濟中心(European Centre for the Experience Economy)的資深研究員。他也是歐洲體驗經濟中心的共同創辦人之一。

譯者簡介

邱如美

  東海大學政治系畢業,美國密蘇里州立中央大學大眾傳播碩士。曾任《自立晚報》記者,目前為專職譯者。

體驗真實:掌握顧客的真正渴望
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Shipping Information
ZoneWeightDelivery Fee (RM)
West MalaysiaFirst 2.00 kg5.30
West MalaysiaAdditional 1.00 kg2.12
East MalaysiaFirst 1.00 kg12.72
East MalaysiaAdditional 1.00 kg12.72

ZoneOrder Price Range (RM)Delivery Fee (RM)
West MalaysiaAbove 39.00FREE
East MalaysiaAbove 79.00FREE

 

 

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