星巴克、宝洁永续经营秘诀（Starbucks, Procter Gamble sustainable business secret）

星巴克、宝洁永续经营秘诀（Starbucks, Procter Gamble sustainable business secret） 星巴克、宝洁永续经营秘诀(Starbucks, Procter & Gamble sustainable business secret) ??? manufacturers change the traditional operators, the customer is no longer a customer, but the user. This model can help enterprises healthy operation and become sustainable management organization. ??? new year, Starbucks store has put a beautiful calendar - spending 80 yuan donated a calendar. This is not only a date calendar, or a sustainable business, everlasting enterprise strategy. ??? "operator" business model ??? in the restaurant to the consumer checkout, the way to 60 yuan vouchers, the next meal can be used as cash. The same is true of supermarkets, consumers can not only show the membership card can be discounted, integral, integral can be used later to exchange lottery, can also redeem some goods. This is a new business model - Operator model. Whether it is a coffee shop, supermarket, restaurant, or airline or hotel, they do not take consumers as consumers, but bring them as users. The term user keyword is "use", constantly promote you, by all ways to stimulate your use. ??? get the vouchers, in order not to waste, the next time you return to the restaurant; in order to make their points can be exchanged for goods, you went back to the supermarket to buy. In this way, the customer is no longer a customer, but often bring merchant business users. So, Starbucks calendar? It can cut down the calendar cards in each month, not reward a cup of summer is Iced Coffee, can taste the autumn tea, or spring caramel macchiato. Continue to develop the habit, you will become a user of Starbucks. ??? services do and not what happens, while traditional business such as Procter & Gamble to consumers as the user even is innovation. Customer consumption 30 days a tube of toothpaste, how to let consumers become users? That is to promote their consumption. So, toothpaste opening diameter enlarged when most people 65%. toothpaste is not only based on the thickness, length of the toothbrush to squeeze. As a result, a tube of toothpaste 20 days of consumption over, have to buy. In addition, in order to let consumers feel that the manufacturer will also foaming agent in toothpaste is reduced by 35%, increased consumption of toothpaste users imperceptibly. Procter & Gamble successfully mass consumer into a user. ??? Colgate, Unilever, Procter & Gamble three enterprises share in the global toothpaste market accounted for 78%, the competition with each other to fight at outrance. In 2010, they are marketing people sitting together, and reach a consensus: public education in 30 years, allow the public to accept an idea to brush your teeth before and after meals. Do you think this market education can be successful? You may wish to review the history around, ask your parents, they are in your age, brush teeth several times a day? Then ask grandpa and grandma in your age when brushing. Toothpaste, toothbrush appeared in 1912, less than 100 years, has managed to get two people to form the habit of brushing teeth every day. With this history, we have reason to believe that the public will accept less than 30 years before and after brushing habits. Thus, consumption of toothpaste will increase, even the restaurant equipment should be increased, Not only to eat with chopsticks fork knife, but also equipped with disposable toothbrush, toothpaste. So, Touzhaoyue is one of the three enterprises, estimated Chinese toothbrush manufacturer will be happy. ??? to customers as users ??? what is the business model? The traditional manufacturers such as Procter & Gamble operators, the customer is no longer a customer, but the user. So, do not have substantial advertising, as long as the increase after long-term satisfaction, user training habits, to achieve the dream of Entrepreneurs: sustainable development, jiyechangqing. ??? yes, remember the "wash your hands before meals" the call? It is not these enterprises publicity? The soap sales rose. Then today is your hair up? Your long hair flowing? Shampoo advertising in the beauty is always long hair, is to use shampoo ah, user! ??? HP printer also successfully realized the transformation of the business model. The printer is cheaper and cheaper, and cartridges, cartridges are more and more expensive, and the printer model updating is more and more frequent, between different models is not compatible with the toner cartridge. Customers as long as the replacement of printer, to re purchase of a cartridge; as long as customers continue to print the manuscript, you have to frequently replace ink and toner cartridges. The customer will become the user. ??? GM in the United States for the road car business launched a marketing campaign that is "200 thousand miles, air miles reward". The road car business is small and medium-sized enterprise has the most GL8, the driver in order to cash reward air miles for a holiday, must be within a year after driving 200 thousand miles. GM is the spare parts consumption increased by 14%, the dealers have increased GL8 spare parts inventory. The customer as a user, you can break through the limitations of thinking: why not give the customer a Car Buying at the end of this calendar? Remind customers in each calendar month, cut down a card can come back to receive a bottle of oil, or come back to check the air conditioning system in summer. Remember to take the customer as the user. Nike??? Is the traditional enterprise, in order to stimulate the public, it is running, continuous publicity exercise. In order to allow users to insist on running every day, Nike has launched a global run website, and increase the sensor in the shoe, can run synchronously with Apple's mobile phone signal recording. Your running speed, mileage, energy consumption of the number can be recorded in running after the synchronization to the website, you can compare their runners and the global number of kilometers. Now Nike running website has brought together 60 million of the users, they run every day, and synchronize the data, see their mileage rankings. Nike running network also allows users create their own community, together around the runners who stick together. A person in Nike running a web site "in 2010, to run 2010 km" community, has more than 6000 users, I started running in December 20, 2009, in the community's ranking is 658. Every day I have to run, updated every day, or be thrown to the outside of the top 1000. There is also a community "in 2010 to run 200 km, the community has more than 60 thousand users, I run in the community also maintained in less than 1000. Have a year to buy a pair of Nike shoes, is now three years, I became a standard user. ??? so is the glasses industry. A pair of glasses for 3-5 years, between which you will not be in the shop to spend money. This is not good, so they came up with a month left, left and left on the week, type, strengthen you constantly, the results of a large box to buy glasses two, 60. The user, you help them sustainable management. ??? Apple Corp more so. Originally, consumer electronics companies will electronic products sold, the money on hand, but Jobs made a thorough change in business. He will be consumer electronics as a terminal, when the terminal number to tens of millions or even billions of times, which he will gather in a terminal software market; at the same time, he was rewarded for software programmers, they are welcome to this iTunes to sell their own software, Apple Corp in the middle extraction achievement. Jobs created the world's largest virtual stores, money flow year software up to $6 billion, of which 20%? Share 30% to the Apple Corp's account, this is the real business innovation. Look at the China Mobile Corporation, or China's mobile phone manufacturing companies, many software cost money, time, energy, human launch provided free of charge to the customer. Could the long run business, to please customers to buy terminal promotions, strategy and business world. Ignorance fallacy. ??? the secret of sustainable management ??? core everlasting is to create a business model, continuously meet the people's needs, and through to meet the needs of profit, so that enterprises can healthy development, in order to become a sustainable business organization. ??? the Starbucks calendar constantly stimulate consumers to shop, with innovative carrier, arrive at the client side effectively, and has occupied the front of the customer table; GM reward airline miles, is an innovative operation incentive model, similar to the hotel, aviation industry membership cards, innovation in combination with road mileage and air mileage, so as to promote the consumption of spare parts; Procter & Gamble innovation in the steps and methods of operation, with 30 years to achieve a goal, is in need of wisdom and strategy, innovation in long-term consistent marketing planning; Nike will own shoes as a carrier, and the establishment of user habits through the network. Through mutual sharing of data to ensure that consumers continue to run, run as a user, innovative online and offline, the combination of traditional and modern enterprises; but the printer is The operators used to printer industry, positive innovation performance in the level of consciousness. ??? in China, once a famous entrepreneur arrogantly said: "Jobs does not understand tv." Yes, Jobs does not understand the TV, but he understands business methods, understand business, understand the enterprise vigorous development. There are entrepreneurs said: "Jobs was in a bad temper." Yes, it depends on who is bad tempered when, for business people do not understand, the lack of rational people, for the people confused, retarded bad temper is not what. ??? whether readers what business are you doing, in any industry, you can try to customers as users? You can make your calendar has been on the user's desk? You can continue to attract them to your website?