营销实战升级，简单实用落地有效，帮你省下百万咨询费用

营销实战升级，简单实用落地有效，帮你省下百万咨询费用

Upgrade marketing practice, simple, practical and effective, and save millions of consulting costs

课程目录：

Course catalog:

03

03

课程大纲

Curriculum

第1讲：价值成本原理

Lesson 1: Value Cost Principle

★营销与品牌本质：为顾客创造越来越高的价值，并不断

★ Marketing and brand essence: create higher and higher value for customers, and continue to

降低顾客的各种成本

Reduce various costs of customers

★产品三种价值：功能性价值，体验性价值，象征性价值

★ Three values of products: functional value, experiential value and symbolic value

★顾客成本：货币成本、心理成本、行动成本、识别成本

★ Customer cost: monetary cost, psychological cost, action cost, identification cost

记忆成本、决策成本、传播成本

Memory cost, decision cost, communication cost

第2讲：选个好行业，做个大企业

Lesson 2: Choose a good industry and become a big enterprise

★有些行业，一开始就注定做不大

★ Some industries are doomed to do little at the beginning

★进入细分市场的几个原则：可测量性，可接近性，反应

★ Several principles for entering the market segment: measurability, accessibility, response

性

性

★做大品牌的条件：市场规模，增长速度，市场集中度，供

★ Conditions for making the brand bigger: market scale, growth rate, market concentration, supply

应链能力、标准化程度

Chain response ability and standardization degree

第3讲：名字取得好，公司上市早

Lesson 3: Good name, early listing

★名字的本质是：降低认知成本、记忆成本、传播成本

★ The essence of name is to reduce the cost of cognition, memory and communication

★好名字的6种特征

★ Six characteristics of good names

★2种检验方法、2种取名方法、4种不应该取的名字类型

★ 2 inspection methods, 2 naming methods, 4 name types that should not be taken

第4讲：JTBD理论，及顾客视角

Lecture 4: JTBD theory and customer perspective

★克里斯坦森焦糖布丁理论

★ Christensen's caramel pudding theory

★麦当劳曾经犯下的奶昔错误

★ The milkshake mistake made by McDonald's

★熊猫不走改变生日蛋糕陷阱

★ The panda does not walk to change the birthday cake trap

第5讲：包装设计的本质

Lesson 5: The essence of packaging design

★包装、门头设计，本质就是降低顾客的两个成本：发现

★ The essence of packaging and door design is to reduce customers' two costs: discovery

成本、决策成本

Cost, decision cost

★打造一款好包装的6个原则

★ Six principles for creating a good package

第6讲：基于顾客视角的几种定价方法

Lecture 6: Several pricing methods based on customer perspective

定价的基础影响因素：成本、竞争、顾客价值、供求关系

Basic influencing factors of pricing: cost, competition, customer value, supply and demand relationship

锚定价格、左位效应

Anchor price, left side effect

小马宋什么时候涨价?

When will the price of Xiao Ma Song rise?

第7讲：定价与精益创业

Lesson 7: Pricing and Lean Entrepreneurship

影响利润的3个要素：价格、销量、成本

Three factors affecting profit: price, sales volume and cost

在寒冬活下去必学的精益思维

Lean thinking that must be learned to survive in the cold winter

第8讲：用超级符号降低成本

Lesson 8: Reduce costs with supersymbols

什么是超级符号?

What is a supersymbol?

提高沟通效率，降低3大成本

Improve communication efficiency and reduce three major costs

小马宋超级符号咨询实践

Xiao Ma Song Supersymbol Consulting Practice

第9讲：如何设计一家生意兴隆的店铺1.0?

Lesson 9: How to design a thriving store 1.0?

品牌与店外顾客如何沟通?

How do brands communicate with customers outside the store?

吸引远距离“茫然”顾客的两大核心策略

Two core strategies to attract distant "confused" customers

第10讲：如何设计一家生意兴隆的店铺2.0?

Lesson 10: How to design a thriving store 2.0?

品牌与店内顾客如何沟通?

How do brands communicate with in-store customers?

★菜单的2个战略角色

★ Two strategic roles of the menu

第11讲：写出有效的口号

Lesson 11: Write effective slogans

★4种有效口号

★ 4 effective slogans

★小马宋品牌口号咨询实践

★ Consulting practice of Xiaomasong brand slogan

第12讲：做营销一定要花钱吗？

Lesson 12: Do you have to spend money to do marketing?

付费媒体、自有媒体、免费媒体的区别和作用

The difference and role of paid media, private media and free media

第13讲：重新审视营销

Lesson 13: Rethink marketing

为营销去魅

De-enhancing for marketing

★营销是显学，最会做“表面”功夫的学问

★ Marketing is a prominent learning, which is the most capable of "superficial" kung fu

第14讲：如何取得卓越的经营业绩

Lesson 14: How to achieve excellent business performance

企业卓越经营的两翼模型

Two-wing Model of Enterprise Excellence

★执行战略定位

★ Implement strategic positioning