行銷點子製造機: 《商業周刊》27年行銷點子精華,隨翻隨用!

商業周刊
1

要解決問題、想改良產品、該提升銷售、還得拉住客戶,苦無靈感怎麼辦?

《商業周刊》送上27年精選絕妙點子!
7種行銷情境╳80則實例╳123個秘訣缺點子,一翻就有!

 ★他們這樣想行銷點子
迴轉壽司不新鮮?→改點餐變高鐵直送,翻桌率更高
平平都是薯條→薯條三兄弟讓人吃不到,更想要
新品上市要請產品經理→小米手機靠粉絲自己設計
爆發疫情,飯店沒外來客?→推本國住客新市場
彈簧床得試睡才賣得掉?→免費送旅館,交換曝光機會

 眾聲喧嘩的年代裡,有些人異軍突起、有些商品萬年不敗、有些公司打遍天下無敵手;靠得就是「靈光一閃」的好點子。這些好點子的共通點就是「出乎意料」:「迴轉壽司不迴轉」、「從賣嬰兒食品出發開發銀髮族食品」、「網路賣鞋365天試穿期,不滿意包退」等,全都出乎意料卻能引領風潮。

這些點子到底如何誕生?又是如何成真?該怎麼借來用?

本書精選《商業周刊》25年歷來成功的品牌/商品的實例,針對①行銷力鍛鍊②產品開發③產品開發④客戶服務⑤粉絲經濟⑥促銷技巧⑦廣告宣傳,7大面向,給讀者與眾不同的商品概念、鎖定市場,打動消費者的心。舉凡企劃、業務、公關、廣告人、行政管理、經理人、尋求金主的創意人,都是必備案頭書。快速掌握每則點子的精華,隨時隨地都好用!

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About the author

   《商業周刊》創立於1987年,為全台灣最具影響力、發行量最大的財經雜誌,以先進觀點、敏銳的新聞與中立的媒體角度,報導快速變化的商業環境、成功人物事蹟與全球產業趨勢,傳遞給讀者具深度與廣度的第一手消息。

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Additional Information

Publisher
商業周刊
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Published on
Feb 1, 2015
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Pages
183
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ISBN
9789866032820
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Language
Chinese
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Genres
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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 ◆《藍海策略》作者金偉燦盛讚

◆亞馬遜網路書店4.5顆星推薦

平台時代,
你的對手將不再只有同業,
而可能來自任何領域!
給傳統產業轉型最重要的成功關鍵!

蘋果電腦靠iTunes在音樂界拓出藍海;
搜尋龍頭Google靠Nexus One進軍手機產業;
社交軟體LINE排擠了電信業的簡訊營收;
各大航空公司搶食旅遊套裝行程的大餅……。
平台革命時代,當勁敵可能來自毫不相干的產業,企業應該如何因應?

傳統的線性產業鏈已被擊碎,
企業該做的是定義服務的多方對象,創立一個連結各方需求的平台,
並巧妙區分「付費方」與「被補貼方」從中獲利,
形成能夠吸引並留住用戶,且能隨時因應環境變化「平台生態圈」。

平台策略不是網路產業的專利,
當誠品成功從傳統書店演變成藝文生態圈,
STRELKA從代工業者轉型成設計品牌,
任何一個要在劇變未來存活的企業,都必須參與這場平台革命!
本書提供近百個平台案例分析、最全面的平台營運策略,
讓你共同參與這場延伸全球、賺遍世界的趨勢洪流!

◆平台策略,是社群時代最有機會獲利的商業模式
全球最大的100家企業,超過六成主要靠著平台獲利!
隨著Facebook、Amazon獲得市值千億的亮眼成功,
LINE、淘寶網、PChome、愛情公寓等平台亦持續大放異彩;
當平台已經滲透我們每分每秒的食衣住行育樂之中,
無數的人流、物流、資訊流,都將匯聚成道道金流!

◆平台策略,是傳統產業式微後的唯一解答
當正統書店一家接著一家倒,傳統工廠只能一再地削價競爭,
傳統上下游的產業鏈模式已經過時!
《超級星光大道》打破過去唱片業「先製作再行銷」的規格,
從選秀開始就是一場全民矚目的行銷,等累積人氣後才進行製作,
進而催生出蕭敬騰、林宥嘉等金曲紅星!

◆平台策略,是滿足各方需求的「共好」生態圈
在平台生態圈之中,無論是消費者或是商家,都能得到需求上的滿足,
巴哈姆特透過角色機制,賦予網友歸屬感;
Groupon強打誘人折扣,為商家進行了大幅曝光的行銷。

本書乃第一本系統性地探討「平台」──
這個改變人類商業行為與生活方式的概念,
並且創新性地分析了平台的建構、擴展、競爭、覆蓋等策略環節。
全書加入近百個國際與台灣在地案例,
對於企業管理者、創業人士,尤其是傳統產業經營者,都極具啟發意義!

【專業推薦】
◎何飛鵬(城邦出版集團首席執行長)
◎李吉仁(台灣大學國際企業學系教授)
◎林志銘(愛情公寓創辦人)
◎湯明哲(台灣大學副校長)
◎詹宏志(PChome集團董事長)

「這場改變,似乎是無聲無息但劇烈無比的革命!全面滲透我們生活每一處,營運管理、生活娛樂、人際互動、學習成長,我也已在其中。透過本書的完整描述,更清晰了解,無須擔心,盡情擁抱我們所處的這場革命!」
──何吉弘(愛評網創辦人暨執行長)

「歷史告訴我們,羅馬不是一天造成的,網路平台的興起更不是一次性的工程。陳威如教授與余卓軒先生透過這本《平台革命》,帶我們深入探討諸多網路平台成功的背後關鍵,相當值得參考。」
──林之晨(Mr. Jamie,AppWorks之初創投合夥人)

「平台商業模式的精髓在打造一個成長潛能強大的『生態圈』。從王道思維來看,平台能否壯大的關鍵,首先在於能否不斷創新以創造價值,其次要讓參與平台的所有利害相關者利益能達到動態平衡,這也是永續經營的關鍵所在,本書值得推薦給企業朋友們參考。 」
──施振榮(宏碁集團創辦人暨智融集團董事長)

「成功的平台策略讓產業生態圈獲取更大的利益與價值,進而使規模持續成長,而達到贏者通吃的網路外部性。」
──洪榮德(振鋒企業股份有限公司董事長)

「平台是所有網路創業者都想建造的產品模式。這世界上最大的幾個網路公司也都是平台,但平台建造聽起來理所當然,實際執行起來艱難無比,常有『雞生蛋,蛋生雞』的矛盾。《平台革命》這本書把東西市場最著名的平台皆詳細解釋,並分析它們成功製造出平台的原因和過程,而這正是想要打造自己夢幻平台的網路經營者都必須先觀摩學習的大功課。所以我極力推薦這本書!」
──陳翰林(EZTABLE創辦人兼執行長)

「玩網路二十年,讀到這本書,其中極富前瞻性的理論、靈活的範例,以嚴謹條理辯證,網路創業家的平台夢,絕非單一個案,而是集合名詞;這一場時間軸橫跨二十年的平台革命,將以何種形式、何種語言繼續,還不知道,然而可確定的是,平台革命將繼續交棒,於未來再度成就一個又一個陌生的名字。深讀此書之後,我很高興十年以後應該可以讀到一本更精采的續集。」
──劉威麟(Mr.6,網路趨勢觀察家)

「蘋果的App Store、NHN的LINE,還有阿里巴巴的淘寶,這三者有何相似之處?答案揭曉,這三個不同的網路服務,都是獨霸一方的成功平台。平台的重要性不言可喻,不只是因為他們可以幫業主賺進大筆利益,更因為建構了一個強大的生態圈,所以能夠滿足用戶的各種需求,同時擴大與其他競爭者之間的差距。由陳威如和余卓軒所撰寫的《平台革命》,是台灣少有的好書。不但為我們帶來了全球化的觀點,還以「平台生態圈」的角度為大家剖析社交、購物、遊戲以及媒體的商業模式創新,並帶來Google、LINE和淘寶網等精彩案例,真的非常難得。如果你對這些成功的平台感興趣,或者想了解如何打造一個強大的生態圈,誠摯推薦各位閱讀兩位專家所撰寫的大作。」
──鄭緯筌(Tappier.com站長)

「在現今的時代,最紅的商業關鍵字非『平台』莫屬,這個展現並連結供給和需求間的概念,在人類歷史發展中,我們並非頭一次遭遇。然而,在網路超連結效應與數據透明化的推動下,平台帶來的意義,遠遠超過它所代表的交易行為,而是一種更深層的人際互動思考,當每個人都會變成一種平台,透過本書的完整解析,不論企業或個人,你將可以更了解自己的位置與未來的方向。」
──盧諭緯(《數位時代》編輯總監)

「陳教授與余卓軒所著《平台革命》一書,讓我對全球及中國複雜多變的商業環境,開啟了更多創新的思維!」
──顧憶華(曼都髮型國際事業部總經理)

出版商名稱 商周出版

 聚財網 http://www.wearn.com/

麻將戰神就是要戰,並且知道為何而戰才能贏,您想成為戰將嗎?您有資格成為戰將嗎?麻將戰神需要下列特質:

(1)捨牌看穿敵家能力、(2)不會輕易捨牌放槍、(3)戰局開始就知輸贏、(4)知道能戰與不能戰、(5)脫離麻將菜鳥行列。

高手在戰局的開始就已經知道輸贏,多數玩家用經驗倚老賣老,更有人打了一輩子麻將還不知道為何輸,「運氣」不是輸的代名詞,「戰技」才是贏的最終關鍵。

自序 / 麻將贏家=技術+運氣

打麻將是一門學問,相信有人會質疑這句話,因為筆者曾經是一位堅信運氣者,打了10年麻將,也輸了10年,全部把輸推給運氣,直到有一天換了腦袋,且付出辛苦研究,終於反敗為勝。當我不再是昔日阿蒙之時,牌友以為我運氣轉好,卻不知「十年寒窗無人問,一舉成名天下知」的道理。

功夫確實有高低之分,強中自有強中手,高手過招或許比的是運氣,如果您功力不夠,靠運氣、實力很淺的打法,將會很快敗陣下來。如果您功力高、對手弱,您將可輕鬆擊敗對手,這就是知己知彼、戰無不勝的道理。

麻將技術是否很難學?對於不學習知識又沒有常識的人而言,當然是困難的,但若肯學習,當然就會很簡單。您可回憶過去,為何別人能贏?而自己總是站在輸的一方?此時就應該覺悟,自己技術太差,努力學習才是王道。經過長期研究、實戰,現在我很明確告訴玩家,麻將不僅是學問,更是一門技術,不要打了一輩子麻將,卻永遠只是輸,那才是人生一大憾事。

麻將戰局開打,一將以四局論輸贏,或許可以靠運氣贏得一將,如果四將十六局打完,贏家絕對不會站在門外漢那一邊,因為高手在您打出第一張牌的時候,就已經看清楚您的功力,並且決定是否能吃定您,這就是功力深淺之別。您是否想成為贏家?打出「攻擊+防禦=勝利」的結局?現在就以《麻將戰神》這本著作,透過實戰經驗、圖解捨牌法,讓您瞬間增加數年到數十年功力。

不管未來您是在網路對戰抑或親臨決戰,希望都能贏得更多次數、K.O更多的敵手。最後給玩家一些警惕,經過筆者多年研究機率,發現不少心得,心情寫照歸納有二:(1)技術請用在正道之上,不要整天沉迷賭博之中;(2)十賭九輸還有帶詐騙,打麻將千萬要小心被騙。

劉建忠(司令操盤手)

目錄

壹、基本知識

01 台灣16張麻將、02 麻將基本規則、03 專業術語、04 胡牌底與台數計算、05 不當奧咖、06 戰局勝負關鍵

貳、基本技巧

07 字牌打法原則、08 數牌向下壓原則、09 數牌一條路原則、10 盯不盯死下家、11 序盤緊盯下家、12 中盤緊盯敵家、13 尾盤緊盯各家、14 理牌會洩漏手牌、15 字牌觀察敵牌、16 插牌觀察敵牌、17 翻轉牌張觀察敵牌、18 捨牌觀察敵牌、19 拆搭觀察敵牌、20 吃、碰觀察敵牌

參、基本機率

21 對子碰牌優先機率、22 雙頭搭子優先機率、23 中坎、坎張、尖張優先機率

肆、捨牌記憶

24 先打字牌、25 下家捨1盯牌法、26 下家捨2盯牌法、27 下家捨3盯牌法、28 下家捨4盯牌法、29 下家捨5盯牌法、30 下家捨6盯牌法、31 下家捨7盯牌法、32 下家捨8盯牌法、33 下家捨9盯牌法、34 字牌實戰應變法、35 下家捨4再捨1盯牌法、36 下家捨6再捨9盯牌法、37 3刻、槓子捨牌法、38 7刻、槓子捨牌法、39 2刻、槓子捨牌法、40 8刻、槓子捨牌法、41 孤張1、4、7捨牌法、42 孤張2、5、8捨牌法、43 孤張3、6、9捨牌法

伍、算牌記憶

44 數牌3、7是戰局最優數牌、45 孤張1、4捨牌法、46 孤張4、7捨牌法、47 孤張2、5捨牌法、48 孤張5、8捨牌法、49 孤張3、6捨牌法、50 孤張6、9捨牌法、51 捨1再捨4渴望牌張、52 捨2再捨5渴望牌張、53 捨3再捨6渴望牌張、54 捨4再捨7渴望牌張、55 捨5再捨8渴望牌張、56 捨9再捨6渴望牌張、57 捨8再捨5渴望牌張、58 捨7再捨4渴望牌張、59 捨6再捨3渴望牌張、60 捨5再捨2渴望牌張、61 捨1、6渴望牌張、62 捨2、7渴望牌張、63 捨3、8渴望牌張、64 捨4、9渴望牌張、65 捨5渴望牌張

陸、拆搭記憶

66 四面招雀捨牌法、67 對對要當將法、68 三對子捨牌法、69 碰牌不易拆搭法、70 同類孤張拆搭法、71 尖張、坎張拆搭法、72 順子、坎張拆搭法、73 全是好搭拆搭法、74 重複進牌拆搭法、75 盯死下家拆搭法、76 迎接上家拆搭法

柒、碰碰記憶

77 順搭轉碰法I、78 順搭轉碰法II

捌、胡牌技巧

79 碰與不碰:碰牌的智慧、80 吃與不吃:吃牌的眼光、81 槓與不槓:槓牌的時機、82 胡與不胡:過水的優劣、83 手牌秘密:從打第一張牌開始、84 久逢高手:看穿誰是高手方法、85 十賭九輸:小心千與詐、86 手牌好壞:計算牌搭、87 強力戰鬥:打快速牌、88 邊打邊看:盯死下家捨牌、89 放棄戰鬥:不吃碰、可惡碰

玖、實戰推演

90 決戰4搭中庸牌、91 決戰4搭中庸牌、92 決戰5搭半好牌、93 決戰4搭中庸牌、94 決戰4搭中庸牌、95 決戰7搭好牌、96 決戰4搭中庸牌、97 決戰2搭半壞牌、98 決戰5搭半好牌、99 決戰5搭好牌

拾、聽張練習

100 三門聽牌、101 四門聽牌、102 五門聽牌、103 六門聽牌、104 七門聽牌、105 八門聽牌、106 九門聽牌

聚財資訊圖書出版

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From a renowned historian comes a groundbreaking narrative of humanity’s creation and evolution—a #1 international bestseller—that explores the ways in which biology and history have defined us and enhanced our understanding of what it means to be “human.”

One hundred thousand years ago, at least six different species of humans inhabited Earth. Yet today there is only one—homo sapiens. What happened to the others? And what may happen to us?

Most books about the history of humanity pursue either a historical or a biological approach, but Dr. Yuval Noah Harari breaks the mold with this highly original book that begins about 70,000 years ago with the appearance of modern cognition. From examining the role evolving humans have played in the global ecosystem to charting the rise of empires, Sapiens integrates history and science to reconsider accepted narratives, connect past developments with contemporary concerns, and examine specific events within the context of larger ideas.

Dr. Harari also compels us to look ahead, because over the last few decades humans have begun to bend laws of natural selection that have governed life for the past four billion years. We are acquiring the ability to design not only the world around us, but also ourselves. Where is this leading us, and what do we want to become?

Featuring 27 photographs, 6 maps, and 25 illustrations/diagrams, this provocative and insightful work is sure to spark debate and is essential reading for aficionados of Jared Diamond, James Gleick, Matt Ridley, Robert Wright, and Sharon Moalem.

#1 NEW YORK TIMES BESTSELLER, NAMED BY THE TIMES AS ONE OF "6 BOOKS TO HELP UNDERSTAND TRUMP'S WIN" AND SOON TO BE A MAJOR-MOTION PICTURE DIRECTED BY RON HOWARD

"You will not read a more important book about America this year."—The Economist

"A riveting book."—The Wall Street Journal

"Essential reading."—David Brooks, New York Times

Hillbilly Elegy is a passionate and personal analysis of a culture in crisis—that of white working-class Americans. The disintegration of this group, a process that has been slowly occurring now for more than forty years, has been reported with growing frequency and alarm, but has never before been written about as searingly from the inside. J. D. Vance tells the true story of what a social, regional, and class decline feels like when you were born with it hung around your neck.

The Vance family story begins hopefully in postwar America. J. D.’s grandparents were “dirt poor and in love,” and moved north from Kentucky’s Appalachia region to Ohio in the hopes of escaping the dreadful poverty around them. They raised a middle-class family, and eventually one of their grandchildren would graduate from Yale Law School, a conventional marker of success in achieving generational upward mobility. But as the family saga of Hillbilly Elegy plays out, we learn that J.D.'s grandparents, aunt, uncle, sister, and, most of all, his mother struggled profoundly with the demands of their new middle-class life, never fully escaping the legacy of abuse, alcoholism, poverty, and trauma so characteristic of their part of America. With piercing honesty, Vance shows how he himself still carries around the demons of his chaotic family history.

A deeply moving memoir, with its share of humor and vividly colorful figures, Hillbilly Elegy is the story of how upward mobility really feels. And it is an urgent and troubling meditation on the loss of the American dream for a large segment of this country.

A New York Times Bestseller and an Economist Best Book of 2015

"The most important book on decision making since Daniel Kahneman's Thinking, Fast and Slow."
—Jason Zweig, The Wall Street Journal
 
Everyone would benefit from seeing further into the future, whether buying stocks, crafting policy, launching a new product, or simply planning the week’s meals. Unfortunately, people tend to be terrible forecasters. As Wharton professor Philip Tetlock showed in a landmark 2005 study, even experts’ predictions are only slightly better than chance. However, an important and underreported conclusion of that study was that some experts do have real foresight, and Tetlock has spent the past decade trying to figure out why. What makes some people so good? And can this talent be taught?
 
In Superforecasting, Tetlock and coauthor Dan Gardner offer a masterwork on prediction, drawing on decades of research and the results of a massive, government-funded forecasting tournament. The Good Judgment Project involves tens of thousands of ordinary people—including a Brooklyn filmmaker, a retired pipe installer, and a former ballroom dancer—who set out to forecast global events. Some of the volunteers have turned out to be astonishingly good. They’ve beaten other benchmarks, competitors, and prediction markets. They’ve even beaten the collective judgment of intelligence analysts with access to classified information. They are "superforecasters."
 
In this groundbreaking and accessible book, Tetlock and Gardner show us how we can learn from this elite group. Weaving together stories of forecasting successes (the raid on Osama bin Laden’s compound) and failures (the Bay of Pigs) and interviews with a range of high-level decision makers, from David Petraeus to Robert Rubin, they show that good forecasting doesn’t require powerful computers or arcane methods. It involves gathering evidence from a variety of sources, thinking probabilistically, working in teams, keeping score, and being willing to admit error and change course.

Superforecasting offers the first demonstrably effective way to improve our ability to predict the future—whether in business, finance, politics, international affairs, or daily life—and is destined to become a modern classic.
NEW YORK TIMES BESTSELLER   -  NATIONAL BOOK AWARD FINALIST 

"Disturbing and riveting...It will sear your soul." —Dave Eggers, New York Times Book Review

SHELF AWARENESS'S BEST BOOK OF 2017

Named a best book of the year by Wall Street Journal, The Boston Globe, San Francisco Chronicle, GQ, Time, Newsday, Entertainment Weekly, Time Magazine, NPR's Maureen Corrigan, NPR's "On Point," Vogue, Smithsonian, Cosmopolitan, Seattle Times, Bloomberg, Lit Hub's "Ultimate Best Books," Library Journal, Paste, Kirkus, Slate.com and Book Browse

From New Yorker staff writer David Grann, #1 New York Times best-selling author of The Lost City of Z, a twisting, haunting true-life murder mystery about one of the most monstrous crimes in American history
       
In the 1920s, the richest people per capita in the world were members of the Osage Indian nation in Oklahoma. After oil was discovered beneath their land, they rode in chauffeured automobiles, built mansions, and sent their children to study in Europe.
      Then, one by one, the Osage began to be killed off. The family of an Osage woman, Mollie Burkhart, became a prime target. Her relatives were shot and poisoned. And it was just the beginning, as more and more members of the tribe began to die under mysterious circumstances.
      In this last remnant of the Wild West—where oilmen like J. P. Getty made their fortunes and where desperadoes like Al Spencer, the “Phantom Terror,” roamed—many of those who dared to investigate the killings were themselves murdered. As the death toll climbed to more than twenty-four, the FBI took up the case. It was one of the organization’s first major homicide investigations and the bureau badly bungled the case. In desperation, the young director, J. Edgar Hoover, turned to a former Texas Ranger named Tom White to unravel the mystery. White put together an undercover team, including one of the only American Indian agents in the bureau. The agents infiltrated the region, struggling to adopt the latest techniques of detection.  Together with the Osage they began to expose one of the most chilling conspiracies in American history. 
      In Killers of the Flower Moon, David Grann revisits a shocking series of crimes in which dozens of people were murdered in cold blood. Based on years of research and startling new evidence, the book is a masterpiece of narrative nonfiction, as each step in the investigation reveals a series of sinister secrets and reversals. But more than that, it is a searing indictment of the callousness and prejudice toward American Indians that allowed the murderers to operate with impunity for so long. Killers of the Flower Moon is utterly compelling, but also emotionally devastating.
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