大数据驱动科学决策，商业项目定位应该这么做

<section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; <img class="rich_pages wxw-img" data-ratio="0.5604982206405694" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdSvLcRPApkt9JThVXiaH2PjmGwtXclGibGmfuayma0PNl1gydJMmTCbGw/640?wx_fmt=png" data-type="png" data-w="1124">&nbsp; &nbsp;&nbsp; &nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">大家好，我是李泽华，禾略最喜欢逼逼赖赖的胖子。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">最近，作为一个旁观者的身份，参与了一个商业定位项目，首次体会到当一个旁观者是多么有趣的事情，其中有两个乐趣，一个是可以刨除行业惯性思维去重新思考商业定位应该怎么做，另一个是可以舒服地当一个“杠精”，反正最后项目也不是我来做。所以，在完全不考虑一个规规矩矩的商业定位报告应该怎么写的情况下， 我提出了三个问题：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>1、这块地怎么样，适不适合做商业，是要做标品还是差异化竞争？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>2、从市场供应和需求维度，这块地各业态有什么样的机会？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>3、从消费者的画像维度，我们要用什么东西服务哪些人？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong><br /></strong></span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="color: rgb(178, 178, 178);">▼</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 35px;"><strong>01 </strong></span><span style="font-size: 16px;"><strong>宏观研究，最终要落位项目本身</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这个项目位于厦门，是一个旧改，3W方，体量说大不大，说小不小；但作为一个从来没有去过厦门的人，我很难对项目有一个清晰的认知，第一眼的印象是有楼，挺破，门口路挺好，对面人挺多。与此同时，厦门的本地朋友也在竭尽所能让我对项目有一个了解：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“这个地方属于岛内，很成熟……blablabla”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“对面就是XXX园，员工辣么多……blablabla”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“这附近有几个商场，离这几就几分钟……blablabla”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在朋友的一顿输出下，我对项目有了一个很清晰的总结：这块地，牛逼</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我：“这块地太dior了，要不你也投点？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">朋友：“诚彼娘之非悦也”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>所以这就引出了第一点，我们为什么要做宏观研究，是因为每个人的认知具有局限性，我们从他人口中得出的信息，往往带有主观性和目的性，所以我们需要宏观研究去建立大体上的认知，在面对后期海量信息的时候，知道什么是靠谱的，什么是不靠谱的。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">同时，宏观研究也不是一味得堆砌政策、经济、人口数据，要根据项目的实际需求去确定我们宏观研究要搞清楚什么事情；我看过很多项目用数字堆砌的宏观研究，始终无法理解为什么“我想在家门口开一个煎饼摊，宏观研究却先给我聊起来了俄乌战争”，可能这也是为什么很多人认为宏观研究“很飘”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">一个3W方的项目，最有价值的宏观研究，可能就是<strong>搞清楚这个土地的“商业属性”怎么样，这不是一个主观描述，而是站在全市的角度看项目本身。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以，在这个项目上，我们把宏观研究的重心放在了**“商业适宜度分析”**上面，其本质是“<strong>消费(+) × 交通（+) ×竞争(-)</strong>“；消费需求、交通便利度为正向指标，指标越高，商业适宜度越大。竞争为负向指标，指标值越高，竞争越强，商业适宜度越低。</span></section><section><img class="rich_pages wxw-img" data-ratio="0.4695" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdPgQNAghBJOFQvyZ9YsYYZUtB8dNgepy55Dz1OJHwGf6ZHGCRLsianPg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在消费需求方面，我们通过消费规模（人口）*消费力（房价）进行分析，，通过熵值法计算各板块消费需求得分：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.446" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdW6MJclqN6I8vJpFeiakKSzxtIh3UW8Tpzp3UtVfGVppMFP7Nw9h8B9Q/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在交通便利度方面，我们综合考虑步行、公交、自驾的情况，通过熵值法计算公交便利性得分：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.4335" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdNwXag0lGbHNa6OA6wfibcQ2t2Z1MDdicXQxwQfpbqOzibHiblgmhEVMNeg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在竞争方面，我们可以通过商业的供应分布状态，计算各板块的竞争强度：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.4335" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdlQLOQCxutWB5icLa1pOaGSicCWNA1JEE8jS87LpjYg19vV1BsM1MmrXg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过这三个方面的宏观分析，我们可以大致对项目做出一个认知：<strong>项目的商业禀赋很优秀，但面临强势的竞争，项目想要成功，发力方向应该是对细分市场的挖掘和立足需求的差异化竞争，而不是做一个“标品”。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 35px;"><strong>02 </strong></span><span style="font-size: 16px;"><strong>需求为王，不要一上来就盯着竞品，先看消费</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">洞察竞品往往是做商业定位分析最省心省力的方法，但我一直以来并不将竞品分析摆在一个优先级很高的位置：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“竞品做的好的，就一定是对的吗？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“竞品能做到的，我们能做到吗？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“竞品已经做的，我们还有机会吗？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“竞品现在的状态，三五年后还会存在吗？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">“几个竞品，真的能代表一个区域的消费状态吗？”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">看竞品这个事情，就好像上学时候看学霸的作业，就算我记住的学霸某道题的答案，依旧无法改变我是个“学渣”的本质——如果考试正好考到这个题，就算我答对了，我还是个学渣；但假如抄错了，最后谁来买单呢？</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以，在看学霸作业之前，我们需要让自己也成一个学霸；在洞察了消费之后，我们才知道应该怎么去看竞品。在对土地属性有了认知后，我们需要进一步建立消费认知——从规模（供应）和评价（需求）两个维度，了解“板块-全市”、“项目-板块”的消费关系。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">第一步，我们将消费类型分为了“吃、喝、玩、乐、零售、生活服务”六大维度，进而统一客户消费语言：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.415" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdAOYH4hbyTLQaZFzuB5MoLnamFEvDxy0scSsic9lz0HBlNV7aDUg29Qg/640?wx_fmt=png" data-type="png" data-w="2000"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">第二步，洞察每个维度下，规模和评价的关系，进行聚类，并分析项目所在网格和板块的关系：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.515" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdD77MvhYCoPIt0BicRH7jqcW8ox35JLB1ibcH84DXYuDk5hZPUjSibTY1A/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.5235" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdkTIBO1icQz1hdeFQO0TibJ76HTD9GibmVodV8bH0YWK1006GXwerKdV2A/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">第三步，分析并总结每个业态的属性及机会，是应该注重规模，还是应该注重品质？</span></section><section><img class="rich_pages wxw-img" data-ratio="0.504" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdK2j2bv9qvL5H1BnKlaJiaJRgHtq5ApAhOicicO1jZkK5fb98MkWgc8urA/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 35px;"><strong>03 </strong></span><span style="font-size: 16px;"><strong>客户是谁？从哪里来？到哪里去？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">先整个哲学三连。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">客户对于商业项目定位的重要性不言而喻，但是线下客户调研和竞品调研存在同样一个问题，那就是用极少的样本去推演出来一个群体性结论，谁也不敢保证自己的样本没有偏差，所以这也是客研往往在项目定位阶段略显尴尬的原因所在——不做心里不踏实，做了也不敢完全信。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以，禾略始终坚持用大数据找方向，用调研做验证。有了大数据分析，我们一方面可以增强被访者的筛查，最大程度上降低样本偏差；另一方面，当大数据结论与调研结论相印证的情况下，可以大大提升结论的可信度。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以，我们去认知客户的第一步不是去做调研，而是通过大数据洞察一些事情：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>1、客户是谁</strong></span></section><section><img class="rich_pages wxw-img" data-ratio="0.46" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdfpjJ2kq0G1h0xXQqgI4heTTnzPKvM2GzHibkicLJazaCQplZYj2icvV5g/640?wx_fmt=png" data-type="png" data-w="2000"></section><section><img class="rich_pages wxw-img" data-ratio="0.453" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdVd5ciaEINS5S7iasXuJpqwt5jwnucia4b8Qhva7WVQtF9jDPwnibbrELdA/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.4585" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdYaYTlrDdR4ibbMjseT0Z1ZbMfuglWedjVCaa9KqGLryYLhYY2HtrbJw/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">上述内容是基本的客户画像信息，除了这些常规内容，我们还需要洞察客户的消费能力：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.443" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdIOJY8luttlBYebgqtsYAekNzicEAwias2UNEURDiasu8zr83xzibseUkDQ/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.4365" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdwDMzeoibNQgfdeQLqbayXyA7cuDqYRWzXtrL1h2yJK6yvyMBFIkgyOg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>2、客户从哪来？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过洞察客户的主要居住地，我们可以知道我们要重点关注哪里的客户，从而明晰项目未来面临的消费半径：我们主要服务周边居民，还是需要客户从一定距离过来消费，这两个情况下的项目定位显然是不同的。</span></section><section><img class="rich_pages wxw-img" data-ratio="0.456" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGd4OaqYxS07cyz3NsYfPyOAeIiaD3RVIUOcrBjia8TjLkJMZrlcBJZumIw/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>3、客户到哪去？</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这一点有两层含义，其一是客户的通勤半径状态，我们重点关注的客户每天去哪，我们项目要对客户的动线产生什么样的变动？其二是洞察客户消费目的，我们要提供什么样的内容，才可以让客户的动线产生变动，进而产生消费？</span></section><section><img class="rich_pages wxw-img" data-ratio="0.506" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdDVicxG0FcqMrfxgNUy9m4V2XczZEicRHZ4raDjuff9tZT7prXOZcia83Q/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.529" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdCXAAdvOtl5gsrbuNFfawc5CUOicmdThX6bR1uX2yFqdFwrEp6ldo3pA/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.5495" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGd1Zy0AteKlgn2MibpdkS1fQMk7NxEgOqT2iaPjgdUVC1xyfviac02MreZQ/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.481" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdSkygkc8Nibibb4zTvlhNrm46Xpd5LAATByPVSATA0JHylZYQ8hSziauBA/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 35px;"><strong>04 </strong></span><span style="font-size: 16px;"><strong>了解上述内容后，我们才能去看竞品</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">上学时候老师经常会说：带着问题去看书。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在差异化竞争越来越重要的今天，我们也要做到带着问题去看竞品。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过上述分析，我们已经对项目的商业环境、竞争环境、业态机会、客户状态进行了挖掘，我们看竞品，一方面是去验证我们的结论，另一方面是带着挖掘机会的想法：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以我们实地去考察了前文中提到的重点竞品：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.4415" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdibpeX7Q6V6FukdsT4yIJibhC8y3dI0yt9GwuGxdDcjCA4IDGORvI6H1A/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.452" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdKJj3uYqPcPtfgoRiboHuZ7LzYCj8LR7EqACGYSdbNf7kRyr2B3ucibsQ/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section><img class="rich_pages wxw-img" data-ratio="0.484" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdPeB0lXPxnoKmHEH5l7UELLC9xtVUQIbicxEUuibNFHbXl7iabsERpTG2g/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过对周边数个竞品的洞察，结合我们的大数据分析结果，我们可以大致得出来三个结论：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、周边竞品业态主要面向职场及家庭消费（这一点和前文客户描摹结果一致）</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2、周边竞品消费场景下需要占用客户完整时间</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、客户在消费场景下，具有明显的身份特征</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4285" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdLCTRuTmPGra0F6dnLTI2hibZSOuuACaokTibvmWToQf8pT4lWQicffRAQ/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过现场随机走访客户，也印证了这一猜测，而机会也随之浮出水面：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、周边客群消费力较强（和前文判断一致）</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2、消费的时间多用于家庭/工作/商务场景，属于“不得不消费”</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、碎片时间利用率很低，没有相应的消费场所“上班前半小时”、“下班晚回家半小时”、“顺便买点什么东西”成为了有机会的消费时间和场景，而消费目的是：“只用考虑自己就好”，不用关心“领导喜欢什么口味咖啡”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 35px;"><strong>05 </strong></span><span style="font-size: 16px;"><strong>一次有信心的项目定位</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过大数据洞察及对竞品进行实地走访，我们几个外地人可以很有信心地说：没有人比我们更懂厦门，连懂王都不行。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">首先，我们可以很轻松做出典型客户画像白描（大数据+竞品客户走访）：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.438" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGd63CUxYCJ292XbMVIP9fy88QY3y7x9T5tMU8E6DTH5ykU0cV5tZLGdA/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其次，我们可以设计出典型的消费场景：</span></section><section><img class="rich_pages wxw-img" data-ratio="0.456" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdvNFzyfoQLG2hqw5NZK4ReIvDykQE8uAWqQdj2qnLSbGibzZuDdgSicqw/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">进而，设计出整个项目的主题：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4765" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGd8VEPBS2OdarmoOAhzp6oiakhlZlL5FDM39XFVpLiatHm7MImY4co1Gkg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">然而，这并没有结束，总感觉缺了一点什么，我们在想，能不能更具象化一些？比如，我们的建筑应该长什么样子？</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在传统的工作模式中，可能有些人习惯于通过个人判断，再借助网图进行描述；但我们的每一步都是基于数据的科学决策，这时候怎么能“拍脑袋”？所以，我们借助AI工具做了一次大胆的尝试：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们先基于上述分析结果，对重点业态的高分门店进行图片摘取：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.406" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdGqS6E6LghXLPsmQt7hRnO0sZ7nsIhqTB6FNvoqBdaJmzNJUtr2fWsg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">并通过Midjourney，对这些图片进行要素提取及分析：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.348" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdicp1X72GCshhmBkUVZSsYE6tLSV0gm7ZSZ3gRfA5vB7F3RSAuc5xdVw/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">再一次通过提取的要素，用Midjourney生成意向图片：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4735" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGd3sPFrouuAFgckicwEVT49SbQdEibSP0xIwJ0Yef5CkKKKRLKBn3M086g/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这个时候，我们已经知道了如下信息：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、重点关注的业态及品类</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2、各业态要重点关注的方向（规模or服务）</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、客户的来源、画像、消费场景</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4、各业态及各品类的人均消费</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5、周边客群量级（主分析维度）及周边竞品客流情况（验证辅助维度）</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">6、客户喜欢的建筑风格</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以，下一步我们可以很放心地进行业态设计：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4545" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdX2DRR5VZTuGsKW4aac7fDIxVibSMpyOEBV1J5Vh2icqQ7QbbgAeorgRg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.456" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdMIIwchTJdzwCdTNbygOyAOQtG6WfdFK7tYxELoMgOd2NMib2T0RvgNg/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">并给出项目的经营成果预估：</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.3995" data-src="https://mmbiz.qpic.cn/sz_mmbiz_png/AJkYaTAujIwic1s5d473JxSesLrknYXGdWIs7b5OwL5Hpr2tONoS5wVich2zqTVR1DQnWAD2hy8fpLicGwK8PScxQ/640?wx_fmt=png" data-type="png" data-w="2000" style="display: inline;"></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 18px;"><strong>写在最后</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">本文可以称之为一个项目日记（正经人谁写日记啊），也是一个随笔的复盘，仅展示了一小部分的项目内容；项目的各个环节还有很多衔接的数据和逻辑细节，这里很难做一个完全的展示，能把所有工作历程记录下来的，可能只有团队各个成员熬夜时候的月亮和日益上移的发际线：</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">项目大姐大宛南，在项目过程中掉头发176根，解压饮酒3升，顺带闪了老腰</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">项目中坚力量贾子健，在项目过程中被各种折磨，跑到健身房撸铁放松，付出了一只手骨裂的代价</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">厦门本地人，不愿意透漏姓名的金虎先生，被我的各种奇葩杠精问题折磨崩溃</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">……</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">鲁迅先生曾经说过（鲁迅：我没有）：创新的过程，充满着艰辛和血泪，这次我确实体会到了。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<br /></span></section><section data-role="paragraph" style="white-space: normal;box-sizing: border-box;margin-bottom: 0px;"><section style="max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="text-align: center;max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(123, 127, 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0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;text-align: center;min-height: 1em;line-height: 1.75em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;caret-color: red;color: rgb(127, 127, 127);font-family: 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