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禾颜社 | 客户战略系列篇一——独特表达

发布于 2022-06-01

<section style="margin-bottom: 0em;text-align: center;margin-left: 16px;margin-right: 16px;" data-mpa-powered-by="yiban.io"><img class="rich_pages wxw-img" data-croporisrc="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6KWowTTeDlVu3tibUkpnpqDTvjRUdP6h0R8UCFiaibbiakiaJGagvjj2KWjibqicccTvQAMg8PHXBQf9QuA/640?wx_fmt=png" data-cropx1="0" data-cropx2="497" data-cropy1="0" data-cropy2="223" data-ratio="0.448692152917505" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/AJkYaTAujIzECpb1JCrul1NicqFcIicMib2wOYVaP9WgsoWeudM3uFO9wHedq1QR4DicVBIlmLxRsVCqiaqtLK2DmGg/640?wx_fmt=jpeg" data-type="jpeg" data-w="497" style="outline: 0px;box-sizing: border-box;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;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);overflow-wrap: break-word !important;width: 497px;visibility: visible !important;height: 223px;" /></section><section style="margin-bottom: 0em;text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><strong style="outline: 0px;color: rgb(34, 34, 34);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;text-align: center;white-space: normal;background-color: rgb(255, 255, 255);visibility: visible;"><span style="outline: 0px;background-color: rgb(0, 0, 0);color: rgb(255, 255, 255);visibility: visible;"><section style="margin-right: 8px;margin-left: 8px;outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;background-color: rgb(255, 255, 255);line-height: 2em;visibility: visible;"><span style="color: rgb(178, 178, 178);"><strong style="outline: 0px;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;background-color: rgb(0, 0, 0);visibility: visible;"><em style="outline: 0px;color: rgb(51, 51, 51);font-size: 20px;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, system-ui, &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;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;letter-spacing: 0.544px;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;visibility: visible;"><strong style="outline: 0px;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;visibility: visible;"><strong style="outline: 0px;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;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;font-size: 20px;text-transform: uppercase;letter-spacing: 1px;font-family: didot;visibility: visible;"><strong style="outline: 0px;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: 2px;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;background-color: rgb(0, 0, 0);visibility: visible;"><em style="outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, system-ui, &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;visibility: visible;"><span style="outline: 0px;letter-spacing: 0.544px;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;visibility: visible;"><strong style="outline: 0px;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;visibility: visible;"><strong style="outline: 0px;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;visibility: visible;"><span style="outline: 0px;font-size: 20px;letter-spacing: 1px;font-family: didot;visibility: visible;">&nbsp; &nbsp;/&nbsp;</span></strong></strong></span></em></span></strong><strong style="outline: 0px;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: 2px;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;visibility: visible;"><em style="outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, &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;visibility: visible;"><span style="outline: 0px;letter-spacing: 0.544px;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;visibility: visible;"><strong style="outline: 0px;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;visibility: visible;"><strong style="outline: 0px;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;visibility: visible;"><span style="outline: 0px;font-size: 20px;letter-spacing: 1px;font-family: didot;visibility: visible;">CHAPEAU</span></strong></strong></span></em></span></strong><strong style="outline: 0px;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: 2px;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;background-color: rgb(0, 0, 0);visibility: visible;"><em style="outline: 0px;color: rgb(51, 51, 51);letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, system-ui, &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;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;letter-spacing: 0.544px;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;visibility: visible;"><strong style="outline: 0px;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;visibility: visible;"><strong style="outline: 0px;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;visibility: visible;"><span style="color: rgb(178, 178, 178);outline: 0px;font-size: 20px;letter-spacing: 1px;font-family: didot;visibility: visible;">/</span></strong></strong></span></em></span></strong></span></strong></strong></span></em></span></strong></span></section></span></strong></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><strong><em><span style="font-size: 12px;">核心观点</span></em></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong><em><br /></em></strong></span></section><ol class="list-paddingleft-1" style="list-style-type: decimal;margin-left: 16px;margin-right: 16px;"><li style="font-size: 16px;"><p><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">客户战略</span></strong></span><span style="font-size: 16px;">:在当前行业大变局下,开发商应将客户研究提升为客户战略</span></p><p><br /></p></li></ol><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2.</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>生意模式</strong></span><span style="font-size: 16px;">:企业生意模式有6种,①独特表达,②绝对刚需,③效率选择,④持续价值,⑤自然习惯,⑥独特体验</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3.</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>独特表达</strong></span><span style="font-size: 16px;">:独特表达=满足客户独特标签诉求+从别人那里得不到。开发商的独特表达,与示范区息息相关,示范区承载着让客户感受到这份独特的使命</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4.</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>体验管理</strong></span><span style="font-size: 16px;">:示范区真正有效的客户体验需要结合三个元素,三者不可或缺,①最独特的品牌价值,②客户最重视的需求,③客户在峰与终的体验。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">即1+N+1——</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><ul class="list-paddingleft-1" style="list-style-type: disc;margin-left: 16px;margin-right: 16px;"><li><p><span style="font-size: 16px;">1:开发商的品牌核心+城市的核心特点(即最独特的具有在地性的品牌价值);<br /></span></p><p><br /></p></li><li><p><span style="font-size: 16px;">N:N项客户体验提升(即客户最重视的需求);<br /></span></p></li></ul><p><br /></p><ul class="list-paddingleft-1" style="list-style-type: disc;margin-left: 16px;margin-right: 16px;"><li><p><span style="font-size: 16px;">1:解决方案(即客户在峰与终的体验)。</span></p></li></ul><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5.</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>体验打造</strong></span><span style="font-size: 16px;">:第一步,确定主题,主题是故事的灵魂,有了灵魂才有共鸣;第二步,规划体验动线,每一个动线,每一个场景,每一个细节都需要取舍。历史经验也许很重要,但更重要的是正确的思考方式与见识洞察。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="outline: 0px;color: rgb(34, 34, 34);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);text-align: center;min-height: 1em;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4166666666666667" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwBXeobibkwsIUUpeGv4ux4tvDyxpAwynqhBa7wEHtuboBjSnnfm2NKpemdDyfOJ5Az1tvTbYyWFnA/640?wx_fmt=png" data-type="png" data-w="108" style="margin-top: -4px;outline: 0px;box-sizing: border-box;visibility: visible !important;width: 65px !important;" /></section><section style="outline: 0px;color: rgb(34, 34, 34);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);text-align: center;min-height: 1em;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><em><span style="outline: 0px;font-size: 12px;"><strong style="outline: 0px;">正文</strong></span></em></section><section style="margin-left: 16px;margin-right: 16px;"><span style="outline: 0px;font-size: 20px;"><strong style="outline: 0px;"><br /></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">现象:</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2020年,众多企业成立客研部门</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2021年,却没一个在危机中表现亮眼</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2022年,无力感更甚</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">那在当前行业大变局下,我们该如何做客研?</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">客户研究不能脱离企业经营,目前开发商更需要的是,将客户研究提升为客户战略。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">客户研究&nbsp;&nbsp; =&nbsp;&nbsp; 研究客户需求</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">客户战略&nbsp;&nbsp; =&nbsp;&nbsp; 研究企业生意模式</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">企业生意模式,归根结底是要回答,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>客户为什么留下来</strong></span><span style="font-size: 16px;">。其实用户使用一个产品,留下来的原因并不会太复杂,总结一下,共6个:</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;"><br /></span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">①独特表达</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">②绝对刚需</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">③效率选择</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">④持续价值</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">⑤自然习惯</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">⑥独特体验</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">本次我们重点讨论,独特表达。</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 36px;color: rgb(136, 136, 136);font-family: CourierNewPS-ItalicMT;">01</span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 20px;"><strong>独特表达</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">独特表达:客户使用时,有一个他从别人那里得不到的意味。也就是用这个产品,用户在表达什么。比如早期的特斯拉,开它的人都意味着大胆尝试科技。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">独特表达=满足客户独特标签诉求+从别人那里得不到</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">开发商的独特表达,典型的案例:金茂、朗诗的生意模式,关于科技的独特表达,金茂“十二科技系统”,朗诗“五恒系统”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">开发商的独特表达又与示范体验中心息息相关,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>体验中心承载着让客户感受到这份独特的使命</strong></span><span style="font-size: 16px;">。如果开发商示范区去掉开发商的名称,仍能让客户识别,那这份独特表达就成功了。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">示范区,不仅仅是示范区,更是甲方客户战略、生意模式的选择。没搞清楚自己是谁,想做谁的生意,那示范区注定平庸。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">示范区的打造是一种典型的客户体验管理。客户体验管理,让客户亲身体验到生活梦想的真实,让客户从置身事外转变为迅捷地跃入场景,继而为项目本身的故事感动。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">真正有效的客户体验需要结合三个元素,三者不可或缺:</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;"><br /></span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">①最独特的品牌价值</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">②客户最重视的需求</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">③客户在峰与终的体验</span></strong></span><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><shape type="#_x0000_t75" filled="f"><imagedata title="image1"></imagedata></shape><img class="rich_pages wxw-img" data-backh="249" data-backw="405" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="336" data-ratio="0.6148555708390646" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXCt5wYbfRZ4KibGc0ic36wNqIJBia3aXqkiamxMfFEWCvhyWqO7P60BxXeA/640?wx_fmt=png" data-type="png" data-w="727" style="width: 546px;height: 336px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在过去二十年间,房地产已经度过了井喷式发展的阶段,客户不再有房子就买,而是买能够提供独特表达的产品,购买的是一种体感,一种情感表达。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">因此打造一个好的示范区体验,将这种独特表达传递给客户,继而促进成交极为重要。但目前示范区越来越雷同,</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">难以与目标客户建立体验关联,引起情感与价值观的共鸣;难以满足客户的精神需求,让客户充分认可其项目的品牌价值。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">客户不知道或者说不清他要什么?需要你来营造,请注意是你不是他。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-size: 36px;color: rgb(136, 136, 136);font-family: CourierNewPS-ItalicMT;">02</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><strong><span style="font-size: 20px;">示范区现状</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">来看一下,目前示范区打造的现状?</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);font-size: 16px;"><strong><span style="color: rgb(255, 255, 255);font-size: 16px;">1.0阶段:</span></strong></span><span style="font-size: 16px;color: rgb(0, 0, 0);">你是我,我是他,他是你,我们都一样</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">以设计为导向,突出样板间的示范效果,</span><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">传统型售楼处。卖的是品质、地段、品牌和产品,不强加配套附加价值</span></strong><span style="font-size: 16px;">。(俗称“大金牙”)</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">特点:成熟居住区中首改、再改型代表,规模中或小,开发周期中或短,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>通过售楼处品质呈现,以品牌号召力为主,通过“大金牙”的展示,捕获人心。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对标传统行业:顺峰海鲜、俏江南、全聚德</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="296" data-ratio="0.5422427035330261" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXqqrHHbJv9iahnL4A2llZk5VSufMibu0M3GhDJ7HjeNzxl0UBErgricibcw/640?wx_fmt=png" data-type="png" data-w="1302" style="width: 546px;height: 296px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);font-size: 16px;"><strong><span style="background-color: rgb(0, 122, 170);color: rgb(255, 255, 255);font-size: 16px;">2.0阶段:</span></strong></span><span style="font-size: 16px;">强主题的未来生活场景展示</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在传统售楼处基础上,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>结合配套业态,做强展示。鲜明的主题,售楼处、园林、街景融为一体。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">特点:</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>强主题</strong></span><span style="font-size: 16px;">,不违和;强代入感,引领客户审美。客户对故事线在示范区的共鸣是一个闭环,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>强场景感</strong></span><span style="font-size: 16px;">。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对标传统饮食行业:九十九顶毡房、大董烤鸭</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="314" data-ratio="0.5742320819112628" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXiaqTfTQQtX1FCq3uicWkPWtdrYfa900R1KDRrcAokzBueiaHbib8TvZjAw/640?wx_fmt=png" data-type="png" data-w="1172" style="width: 547px;height: 314px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);font-size: 16px;"><strong><span style="background-color: rgb(0, 122, 170);color: rgb(255, 255, 255);font-size: 16px;">进击3.0阶段:</span></strong></span><span style="font-size: 16px;">以引流量的运营能力为核心的未来生活场景感知体验</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">以引流量的运营能力为核心</span></strong></span><span style="font-size: 16px;">,通过故事性营销、场景化营销,给客户</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>营造有感知、有带入性场景氛围。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">特点:阶层化的品牌符号、新零售、跨界,对生活品质、消费体验有更高要求,业态之间的壁垒被穿越,有机集合。</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>场景升级为能够感知和体验的场景。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对标产品行业:意大利Eataly、盒马鲜生、亚朵酒店严选、Café&amp;Meal MUJI、宜家</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="305" data-ratio="0.5573770491803278" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXzRCcTYpokSE81EYtQUZtKsahwREoSfpIl7NSHJwO5abLNlZ8YhuHSw/640?wx_fmt=png" data-type="png" data-w="1220" style="width: 547px;height: 305px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-size: 36px;color: rgb(136, 136, 136);font-family: CourierNewPS-ItalicMT;">03</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><strong><span style="font-size: 20px;">客户体验管理</span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">有效的示范区客户体验管理,具体怎么做?</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.5" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvX4997rApO6l5hjNxtq3fNM4DKReMG4iaakjo5xd5rloCiaDUjUa9Z7p1Q/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.739990234375px;height:276.6000061035156px;" /></section><p style="margin-left: 16px;margin-right: 16px;"><br /></p><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);color: rgb(255, 255, 255);font-size: 16px;">1:开发商的品牌核心+城市的核心特点(即最独特的具有在地性的品牌价值)</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">例如华润:(品质给城市更多改变),改变城市,改变生活,我们将始终全力以赴,以卓越的品质描摹更加美好的未来。品质到底是什么?美好又是什么?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">例如花样年:趣味料。何为趣味料,如何具象化?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="246" data-ratio="0.49951503394762364" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvX6vKeicxAribwArPh8MicMNdMZoSDPnxibU7aBxBjtFRcvZviawqt5LSMvtg/640?wx_fmt=png" data-type="png" data-w="1031" style="width: 546px;height: 273px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);color: rgb(255, 255, 255);font-size: 16px;">N:N项客户体验提升(即客户最重视的需求)</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">探索客户的核心需求,我们可以从数据出发,通过线上大数据与线下小数据结合,分析客户的具体需求是什么?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在具体分析中我们通常会用到以下模型:运用客户满意度模型、KANO模型从正面分析,运用感知蓝图PB模型客户费力度CES模型从反面分析。</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;"><br /></span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">A.客户满意度模型:</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="246" data-ratio="0.6970046082949308" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXX9qSeoAx04JoPAw21PrPe2GTOLhaFJsFUfkmwwzo2oEk4BbnlY4y2g/640?wx_fmt=png" data-type="png" data-w="868" style="width: 546px;height: 381px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">以宜家客户体验流程图为例,纵轴代表客户感情的变化,中轴代表整个店内体验的时间,数字1-20代表体验的顺序。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">每个客户的体验顺序都可能略有不同,当客户考虑要不要再到宜家时,回忆在宜家的体验,只记起那些峰与终时的感觉。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br />哪些是在宜家购物体验的具体“峰”与“终”?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对客户来说,“峰”就是物有所值的产品,实用高效的展区,随意试用的体验,美味便捷的食品。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">什么是“终”呢?可能就是出口处那1元的冰淇淋!我在“愉悦点”时候的感觉就是“峰”,它远远超过了在“痛点”时的感觉,这就把我在宜家购物体验的记忆变成正面。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">B.KANO模型:</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="277" data-ratio="0.5066568047337278" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXKX3pAc7NvYQaAAwQLnp06pxGb5668UW4WTlN7icKwCvBGwb8uN4SibPw/640?wx_fmt=png" data-type="png" data-w="1352" style="width: 547px;height: 277px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">KANO模型是通过客户对同一个事件或物品的需求程度正反面的选择,来确定该事件或物品对客户是属于什么类型,从而可以更好地落位到市场策略中。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">简单来说,例如我们问客户,在示范区中他对吧台甜点的需求程度是什么?</span><span style="font-size: 16px;">他选择了没有也可以,如果有会更开心,通过模型,我们可以判断“吧台点心”属于期望属性。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在实际运用中,我们会结合所有的要素,与一定的客户量,来保证模型的准确性,从而运用到实际的解决方案中。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">C.感知蓝图PB模型:适用于一线营销人员反馈</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="166" data-ratio="0.30287398673544585" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXp7LvWtcv73wiboicbRh7YTOKhafKYBYm0HwWP994aw3K1uUA244gO5MQ/640?wx_fmt=png" data-type="png" data-w="1357" style="width: 548px;height: 166px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">是一种改善服务质量的方法和工具,它有助于服务性企业提高自身的服务质量和服务竞争力。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">感知蓝图技巧是西方学者Senior,在研究英国路边旅馆行业的服务质量时,提出的一种方法,这种方法能够使服务性企业所有的员工,都能参与到对服务质量的诊断和改进中。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">D.客户费力度CES模型:反向痛点挖掘</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这个概念2010年在《哈佛商业评论》中被提出,意思是让用户评价使用某产品/服务来解决问题的困难程度。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">CES的优势是只关注“用户费力程度”这个要素的解决办法。计算CES分数的唯一目的,是消除或减少用户服务中的障碍。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">通过两个模型,从一线营销人员的反馈,客户费力程度反向探索客户需求的体检提升方向,更好地规避不必要的,找到客户核心重视的需求。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);background-color: rgb(0, 122, 170);"><strong><span style="background-color: rgb(0, 122, 170);color: rgb(255, 255, 255);font-size: 16px;">1:解决方案(即客户在峰与终的体验)</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">第一步,确定主题</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">为什么要先确定主题呢。当你作为一个导演,首先要确定一件事情,这个故事在讲什么,要向观众传达什么?你的观众想看什么?比如,你喜欢看科幻片,我却偏偏拍了文艺片,那你肯定是不会来看的。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="255" data-ratio="0.46774193548387094" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXYcdaSF5TrqbnhnB8es8tFC2d7mjR9VLYbpHg9bzZ8BLXFWvfu4X48A/640?wx_fmt=png" data-type="png" data-w="1302" style="width: 546px;height: 255px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 0, 0);"><strong><span style="color: rgb(0, 0, 0);font-size: 16px;">确定主题可以分为两部分,第一是项目定位思考,思考地块,思考客户,思考对手。</span></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: 16px;">思考这个地块所处的地段,地形,地貌是什么样的,有什么人文资源可以利用</span><span style="font-size: 16px;">,到市区需要多长时间,这个地块上生活着什么样的人,有什么样的人文故事。</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">思考我们应该选择什么的目标客户,这些目标客户对住宅有什么样的需求。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">思考地块的竞争对手有谁,他们卖什么产品,目标客户是谁?跟对手相比,我们有什么短板,我们怎么能跟对手做到差异化。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">确定主题的第二步是生活假设</span></strong><span style="font-size: 16px;">,</span></span><span style="font-size: 16px;">在项目定位的研究中,我们已经可以确认我的客户是谁,那我们的客户的生活状态是 什么样的呢?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">精确到每个小时做什么,周末做什么?我们能给他们带来什么样的生活感受,我们去做一种假设,为目标客户描摹适合他们的生活场景。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">你看家庭教育型,对于周边休闲配套跟社区配套的依赖度是五五分的,而青年纯享型就更依赖于社区配套。那我们就会依照地块的目标客群,去设计他们的生活场景。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 16px;">确定了主题,就等于确立了故事的灵魂,那我们就可以引导产品、设计与营销</span></strong></span><span style="font-size: 16px;">。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">产品与设计属于物质属性,通过我们给客户假设的场景,可以进行实质的落位,营销属于精神属性,确立了我们对客户想表达的形象,想吸引他们的故事。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">第二步,规划体验动线</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">接下来是规范体验动线,一个故事很长,我们要把他浓缩在90分钟内,就需要分镜头,把他分成一个个场景。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">示范区也一样,我们将整个项目浓缩在一个示范区里,客户在1-2小时内了解完这个项目,我们就必须合理规划路线。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">根据客户体验动线的先后顺序,再结合功能分区,我们基本可以分为四个分镜头,即四个场景去讲述这个故事,分别是城界、销售中心、园林/销售通道和样板间。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="261" data-ratio="0.47943037974683544" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXbsOC2TLQwOA0QgyLUXG9pvwGl9fk4CbJ1Pec1Pw2ttX2bLwuicNibm5Q/640?wx_fmt=png" data-type="png" data-w="1264" style="width: 546px;height: 262px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><ol class="list-paddingleft-1" style="list-style-type: decimal;margin-left: 16px;margin-right: 16px;"><li style="font-size: 16px;"><p><strong><span style="font-size: 16px;">城界</span></strong><span style="font-size: 16px;">等于为观众介绍故事背景,为故事埋下伏笔,同时对整体项目形成第一印象。其主要功能是让来访客户能简单快捷找到项目跟入口,入口景观跟围挡是城界的主要记忆点,那我们就得做到能充分展示出项目的风格和调性。<br /></span></p><p><br /></p></li><li style="font-size: 16px;"><p><strong><span style="font-size: 16px;">销售中心</span></strong><span style="font-size: 16px;">,是故事情节发展的重要部分,也是项目信息最集中的区域,观众在这一部分,基本可以理解了整个项目的故事,可以说是故事高潮的前奏。这一区的记忆点主要在影视区,还有一部分儿童区。最重要的还是向客户完整地叙述整个项目的故事。<br /></span></p><p><br /></p></li><li style="font-size: 16px;"><p><span style="font-size: 16px;">通过<strong>销售通道</strong>,经过沿途的<strong>园林景观</strong>,这就达到了故事的高潮,观众声临其境,感受在这里居住的体验,感觉。通常的兴奋点在主景观的设计上,还有销售通道要做到记忆点,让客户在体验完项目的整体环境后达到峰值体验。<br /></span></p><p><br /></p></li><li style="font-size: 16px;"><p><span style="font-size: 16px;">经过销售通道,来到我们的<strong>样板间</strong>,让客户感受到家的气息,对未来生活产生憧憬与梦想。主要兴奋点在于对样板间的装饰。</span></p></li></ol><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="245" data-backw="546" data-cropselx1="0" data-cropselx2="546" data-cropsely1="1" data-cropsely2="246" data-ratio="0.44758364312267657" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvX121XqDySuTebRCf1n2DoWPNNiarh8AIZO05aHwNV165mvgJlEYgticzQ/640?wx_fmt=png" data-type="png" data-w="1345" style="width: 547px;height: 245px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">谁是主角?</span></strong><span style="font-size: 16px;">在这四个场景里,每一个触点都是这个故事里的演员,但不是每个人都可以当主演,我们要确定谁可以是故事里的主角?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">峰值</span></strong><span style="font-size: 16px;">是整个项目兴奋点。可以称之为核心触点,这需要我们做出超出观众预期,超出我们承诺范围的东西,此时客户的体验自然会达到最高点。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">终点体验</span></strong><span style="font-size: 16px;">就是,在客户离开时,还能留下他值得回味的东西,意犹未尽。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="286" data-ratio="0.5251544571932921" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwfKsrroWyQYgM8bfeblOvXqOyPn25iazCnZJa2ZXtwveOY0reHEntACdokicicRQpa549uFNnjlU19w/640?wx_fmt=png" data-type="png" data-w="1133" style="width: 546px;height: 287px;" /><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">综上述:如果开发商选择留住客户的生意模式是独特表达,那示范区打造就至关重要,它承载着让客户感受到这份独特的使命。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">这份独特需要结合,①最独特的品牌价值,②客户最重视的需求,③客户在峰与终的体验,三者缺一不可。</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section data-tools="135编辑器" data-id="93069" style="outline: 0px;white-space: normal;text-align: center;min-height: 1em;letter-spacing: 0.544px;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;"><section data-width="100%" style="outline: 0px;min-height: 1em;letter-spacing: 0.544px;"><section style="outline: 0px;min-height: 1em;letter-spacing: 0.544px;"><p style="outline: 0px;letter-spacing: 0.544px;"><span style="outline: 0px;font-size: 10px;font-family: 微软雅黑;">/</span></p></section></section></section><section style="padding-right: 10px;padding-left: 10px;outline: 0px;white-space: normal;letter-spacing: 0.544px;text-align: right;"><section style="padding-right: 10px;padding-left: 10px;outline: 0px;"><section style="padding-right: 10px;padding-left: 10px;outline: 0px;"><p style="outline: 0px;letter-spacing: 0.544px;text-align: center;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;"><br style="outline: 0px;" /></p></section></section></section><p style="outline: 0px;white-space: normal;text-align: center;letter-spacing: 0.544px;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;"><strong style="outline: 0px;"><span style="outline: 0px;font-size: 12px;font-family: 微软雅黑;">内容策划 /&nbsp;Presented</span></strong><br style="outline: 0px;" /></p><p style="outline: 0px;white-space: normal;text-align: center;letter-spacing: 0.544px;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;"><span style="outline: 0px;text-indent: 28px;color: rgb(0, 0, 0);letter-spacing: 5px;font-size: 15px;font-family: 微软雅黑;">✚</span></p><p style="outline: 0px;white-space: normal;text-align: center;letter-spacing: 0.544px;font-family: -apple-system-font, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, 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