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四種方法讓敏捷研究成為創新的推手
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?
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當拜倫．夏普的品牌成長理論遇上新產品
拜倫．夏普（Byron Sharp）特別主張影響品牌成功的關鍵是市場滲透成長，而非品牌忠誠。雖然他的建議聚焦在如何讓既有品牌成長，但行銷人應該要想想，他的法則是否能應用在新產品開發上？也就是說，行銷人是否能夠利用夏普的法則發行成功的新產品？Byron Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing brands, marketers should be asking if his principles apply to new product development as well. In other words, can marketers use Sharp’s principles to help them launch successful innovations?
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未來保險品牌的新建立方針
面對訊息傳播快速的網路世界，以及不同投保通路的快速發展，保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係，或是設立標準的服務流程等方式，業者應該努力讓消費者在每一次的互動中，留下對該品牌的正面印象。In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies.