在益普索 “移動未來” 系列的白皮書中, 我們探討了汽車共享與共乘移動工具未來的發展趨勢。In The Future of Mobility series, Shared Mobility looks at the rise and development of car-sharing and ride-sharing.
我們身處的環境正在快速變遷，未來也會持續改變。在過去數十年間科技發展迅速，管理團隊每天必須要面對大量且多變的商業議題，比起過往變得更複雜且相互連結，商業環境正以更快速的步伐演化，透過企業形象的影響力可以更快速且有效的達到企業的商業目的。We are living in a fast moving and changing world. The development of the technology at an incredible speed over the past few decades while the management teams have to deal with tremendous and diverse business objectives that is much more complex and interconnected than the past. The business environment has evolved at an incredible rate while leveraging the corporate image can achieve the business objective more effective and efficiently.
換檔再上: 在汽車神秘客計劃中應當關注什麼呢？汽車製造商和經銷商對神秘客計劃又有何期待？Changing Gear - What should an automotive mystery shopping programme focus on? What do car manufacturers and dealers want from a mystery shopping programme?
在這個新的時代，任何瑣碎的一舉一動幾乎都可以被轉化在龐大的資料庫中，谷歌透過搜尋引擎建立廣大的資料庫，在網路上我們曾經搜尋過的關鍵字，點擊過的網頁、廣告、影片，都會被詳細的記錄下來，成為資料庫的一部分。
In this new era, almost every trivial trace could be transferred into tremendous database. Google builds database through their own searching engine, recording key words we’ve searched for, and websites, advertisement, videos we’ve ever clicked.
在當今超高速發展的世界中，“敏捷”(agile)是每個企業，每個行銷人員和每個研究人員都想要的。但究竟什麼是敏捷性呢？它只是意味著快速與靈活嗎？還是，還有更多呢？In today’s fast-moving, shape-shifting world, it seems virtually every business, every marketer, and every researcher wants to be agile. But, what exactly does agility mean? Or, is there more to it?
近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.
消費者比過去更能影響他們與品牌之間的關係；他們的心聲事關重大，能對品牌的行為產生強大的影響。品牌必須學習更迅速地反應，並跟隨六個簡單而具決定性的準則。
More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour. Brands must learn to be increasingly agile and follow six simple and decisive principles.
回想三、五年之前，如果談到汽機車產業未來的發展，絕大多數人聯想到的不外乎是不用加油的「電動車」，或是共享經濟商業模式下發展出的乘車平台「Uber」。不過就在短短幾年之間，以電力驅動的汽機車，早已從實驗室中的模型跨入你我日常生活之中；電動機車Gogoro在街頭巷尾穿梭，早已成為台灣人不陌生的景象；Tesla電動車充電站也開始出現在賣場、旅館等公眾場所，擁有一台電動車似乎不再那麼高不可攀。
When we talked about the future of automotive industry 3 to 5 years ago, most people could think of nothing else but “electric vehicle” or sharing economic business model, “Uber”. Within a few years, electric vehicles have stepped into our everyday life from the laboratory. It is not unfamiliar for Taiwanese people to see e-scooters, Gogoro, weaving in between cars and streets and Tesla charging stations expand to hypermarket, hotel, and other public areas.
我們已經看到了，較高的品牌顯著性會伴隨著較多的正面品牌連結與較少的負面品牌連結，但我們還未檢視品牌連結特定的性質：這些正面與負面的連結是由什麼組合而成？品牌連結較傾向於情感性還是功能性？為了回答這些問題，我們將分享三個市場領導品牌：蘋果、百威淡啤，以及另一個口腔護理領導品牌的研究結果。
We have seen that greater brand salience is accompanied by a greater number of positive associations and fewer negative associations but have yet to examine the specific nature of these associations. What do these positive and negative associations consist of? Are brand associations emotional or more functional? To shed light on the answers to these questions, we share our findings for three market leaders: Apple, Bud Light and the market leader in an oral care category.
