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参与感:小米口碑营销内部手册
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参与感:小米口碑营销内部手册

3.60  ·  Rating details ·  15 ratings  ·  3 reviews
Sense of Participation

当小米开发产品时,数十万消费者热情地出谋划策;当小米新品上线时,几分钟内,数百万消费者涌入网站参与抢购,数亿销售额瞬间完成;当小米要推广产品时,上千万消费者兴奋地奔走相告;当小米产品售出后,几千万消费者又积极地参与到产品的口碑传播和每周更新完善之中……

这是中国商业史上前所未有的奇观。消费者和品牌从未如此相互贴近,互动从未如此广泛深入。通过互联网,消费者扮演着小米的产品经理、测试工程师、口碑推荐人、梦想赞助商等各种角色,他们热情饱满地参与到一个品牌发展的各个细节当中。

小米现象的背后,是互联网时代人类信息组织结构的深层巨变,是小米公司对这一巨变的敏感觉察和精确把握。

作为小米联合创始人,本书作者黎万强,真诚有趣地向你讲述小米公司创业几年来的内部故事,从公司创立到产品开发,从产品设计到品牌建设,从日常运营
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Paperback, 265 pages
Published August 1st 2014 by 中信出版社
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3.60  · 
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Jing Fu
Dec 31, 2018 rated it liked it
这本书是小米的联合创始人黎万强写的,他是设计出身,这本书主要是讲小米营销和设计在其中的作用,用运营之光的分类它应该靠近内容运营。总体是小米的过往实例居多,内容密度不大,大体几个话题:

互联网手机,口碑,参与感
小米称自己为互联网手机有2个原因:1)发行渠道靠电商(70%自营+30%其他);2)赚钱不靠手机硬件,而是增值服务
口碑,参与感,其实说白了就是小米用用户反馈做目标导向(他们自己说法是小米没有 KPI),讲究搜集反馈,快速迭代,做出消费者爱用的产品。
那怎么有效搜集反馈呢?除了把自己和自己丈母娘培养成典型用户外,他们重度依赖少数几个营销手段/工具。

营销手段
不投广告,坚持做自媒体,靠4个东西:微博,qzone,微信,论坛。
微博早期用户,借热点和人性特点做营销,比较用心(跟其他手机厂商比);qzone 小孩多,爱点赞爱浏览,转化率一般;微信主做服务平台;论坛跟发烧友深度互动。
书里号称小米不找明星代言,但好像已被 Oppo Vivo 逼破这点了。 另外,作者好像特别鄙视脑白金,逮住机会就黑。

推广阶段
跟其他互联网产品类似,探索期集中资源围绕种子用户打磨产品;成长期开始推广(比如春晚广告)

客服
不知
...more
黃 逸杉
Feb 01, 2015 rated it really liked it
小米如我預料地超越了HTC與三星。這本書說明了原因,是真材實料,不是抄襲蘋果那麼簡單
Patrick
Dec 04, 2015 rated it liked it
之前一直对小米的东西不是很待见,现在发现至少在一些细节方面它做的还蛮不错的。当然一整本书都是这种PPT式宣讲难免让人有些厌烦 2015.09.02 读毕于HK MTR
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