罗兰贝格:详解大变局时代消费企业高速增长逻辑

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2020年4月21日,罗兰贝格最新发布《存量博弈,步步为赢:详解大变局时代消费企业高速增长逻辑》。本文基于对大变局时代企业精益化用户经营的必要性和紧迫性分析,用传统的零售理念结合新消费时代下的思维模式,剖析大变局时代“赢家”高速增长的底层逻辑,并通过大量的实证分析和前瞻性洞察,提出企业结合自身发展阶段和业务模式,因地制宜地实现高速增长并走向基业长青的发展之道。为此,我们推出SMART用户经营模型,将围绕用户的管理逻辑拆解为四大关键命题:用户规模增长(Scalability)、用户价值管理(Monetization)、用户运营管理(ARTiculation)、用户极致体验(SMART UX)。

从“增长黑客”到“消费者运营”、从“会员经济”到“体验经济”、从“用户圈养”到“私域运营”,越来越多与“用户经营”相关的概念不断涌现,这些概念背后的核心逻辑是企业认知边界和增长逻辑在新消费时代被重新构建,用户经营成为企业增长的核心驱动。

企业实现最佳用户经营不仅需要改变经营企业的“理念问题”,也要改变开展业务过程中的“行事方式”。同时,需要认识到这是一项长期、持续、不断迭代和完善的系统改善工程。让一部大型机器精细化地运作起来,让企业的生命之泉——用户真正“活起来”,释放企业的经营余力,激发和创造企业的额外增值,是未来确保持续竞争力的明智做法。通过本文,期望为各位企业掌舵者和管理人员提供更全面和系统性的视角,助力企业基业长青!

精益用户经营是大变局时代消费企业的生命之源
近年来,在罗兰贝格与客户讨论的诸多业务增长课题中,越来越多涉及到“用户经营”相关的话题。宏观经济的深刻变革、变局中的大消费行业、消费需求的加速裂变等,无不促使精益用户管理的重要性日益凸显。我们认为,当今企业亟需前瞻式布局,并围绕用户经营这一核心命题,重构企业在不同发展过程中的核心引爆点,将用户价值的持续缔造打造为企业常青的根基。

大变局时代“赢家”高速增长的底层逻辑
用户经营的核心课题在于如何围绕用户本身,提供满足用户的产品/服务/体验需求。在这一过程中,企业需全面地关注用户的积累、转换、留存及持续的单客价值提升。在本文中,我们将明确新消费时代下“用户经营”的定义,并澄清围绕用户实现价值的核心逻辑。基于此,推出SMART用户经营模型,将围绕用户的管理逻辑拆解为四大关键命题:用户规模增长(Scalability)、用户价值管理(Monetization)、用户运营管理(ARTiculation)、用户极致体验(SMART UX)。

因地制宜的企业高速增长“速赢”之策
我们将揭示SMART结合企业发展阶段的动态演绎,并总结出最为常见和关键的12个细分经营场景。同时,分享8个典型行业最佳实践背后的用户经营逻辑,并总结基于不同行业属性的几类成功模式。

建用户经营之法 塑步步为赢之道
回归企业本身,面临外部市场的动态变迁,以用户经营为核心的战略思考是必要的、更是紧迫的。SMART用户经营模型的落地,需要系统性的规划部署:包括,1)准确理解消费者及其核心诉求、2)理解企业的核心业务模式和所处发展阶段、3)定义并发力核心场景,作为用户经营的引爆点、4)构建体系化的内部能力支撑,打造步步为赢的根基。


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