对战牛牛

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                  3G时代下,蓝牙营销的地位及所面临的挑战

                  来源:林岳   2010/12/10 11:48:03
                  摘要:“一个新产业从浮现到成熟,至少需要十年的时间”,这是管理学之父彼得.德鲁克提出的观点。相信随着蓝牙技术的不断升级,以及企业营销观念的革新、物联网大环境的到来,蓝牙的春天也许并不需要花十年来等待,而能够最先拥抱春天的,一定是那些先知先觉的企业

                    SUIZHE3GDESHENRUFAZHAN,YIDONGHULIANWANGCHANYEZHENGBURULISHIZUIJIAFAZHANJIEDUAN,WEIRAOZHEIGECHANYEDEGEZHONGGEYANGYEWUDOUXIANGYUHOUCHUNSUNHOUBUDUANCHUXIAN。TIQILANYAJISHU,CHANYELIANZHONGZUIYOUHUAYUQUANDEYUNYINGSHANGMENYEXUGENBENBUXIEYIGU,SHIJISHANG,ZAISHANGSHIJI90NIANDAIMO,LANYADEDANSHENGJINJINSHIWEILEJIESHU“DIANXIANDEMENGYAN”,TONGGUOWUXIANDIANBOSHIDIANZISHEBEIZAIDUANJULIZHIJIANLIANJIEZAIYIQI,CONGERRENGDIAOMIMIMAMADEGEZHONGDIANXIAN。DANSHISUIZHERENMENDUI“HUODEXINXI”HE“CHUANBOXINXI”DEXUQIUYUELAIYUEDA,LANYAJISHUYIBEIFUYULEGENGDADEYIYI。JINGUAN3GHEWLANJISHUBUDUANZOUXIANGCHENGSHU,DANSHILANYARENGRANYOUQICUNZAIDEJIAZHI,TASHIWEIYIKEYITIAOGUOYUNYINGSHANGERSHIXIANSHUJUCHUANSHUDEJISHU,LANYASHOUJISHENZHIKEYITONGGUOLANYATIANXIANLAIBODALIANJIADEIPDIANHUA,SUOYIDUIYUNYINGSHANGLAISHUO,MOSHILANYADEFAZHANXIANRANSHIYOUHAIERWULIDE。

                    TONGGUOLANYAJISHULAIZUOYINGXIAOTUIGUANGYIJINGKAISHIZAIZHONGGUOSHENGGENFAYA,YINWEIZAISHOUJIKUAISUDEJINHUAGUOCHENGZHONG,LANYAGONGNENGZAOYICHENGWEILE“CAOGEN”DEYINGYONG,BUGUANSHIJIBAIKUAIQIANDESHOUJI,HAISHIJIQIANKUAIQIANDEGAODUANJI,DADUODOUDAIYOULANYAGONGNENG,ERJINNIANLANYAGUANGGAOFUWUSHANG、SHENGCHANSHANGRUYUHOUCHUNSUNBANDECHUXIAN,YEZHENGSHUOMINGLEZHEIYIDIAN。TAMENKANHAOZHEIGESHICHANGBINGFEIZHISHIYISHITOUNAOFARE,ZHONGGUO7YIDESHOUJIYONGHU,YIJIZHANYOULVBUDUANSHANGSHENGDEZHINENGSHOUJIYONGHU,ZUYISHUOMINGZHEIGESHICHANGDEGUANGKUOQIANJING。

                    GENGZHONGYAODESHI,LANYAJISHUJUYOUMIANFEICHUANBO(JIESHOUHEFASONGDOUSHIMIANFEIDE)、BUSHOUYUNYINGSHANGXIANZHI、KEYISHIXIANDUOZHONGHUDONGMOSHIDENGDENGYOUSHI,NENGWEIQIYEDAILAISHENDU、JINGZHUNDEHUDONGYINGXIAO。TONGGUOLANYAJISHU,XIAOFEIZHEYEKEYIFANGBIANDIDEDAOXUDUOZENGZHIFUWU,RUMIANFEIDEMP3、LINGSHENG、TUPIAN、SHIPIN、BIZHI、DIANZIYOUHUIQUAN、XIAOFEIDITUYINDAODENGDENG,CONGERYOUMUDEXINGDIZHUDONGJIECHUGUANGGAO,CANYUHUDONG。NEIME,LANYAJISHUHUICHAONAFANGMIANQUFAZHAN?DIANXINYUNYINGSHANGYINGGAIRUHEQUKANDAILANYAJISHU,BINGLIYONGTALAIWEIZIJIDEYEWUTIANZHUANJIAWANI?

                    引爆蓝牙营销的三个导火索

                    RENHESHIQINGDECHENGGONGDOUBUHUISHIOURANDE,RUGUOSHUOSHIYINWEI“FEIDIAN、JIALIUHEJINGJIWEIJI”YINFALE“ZHAIJINGJI”DEFAZHAN,ZHAIJINGJIYOUXIANQILEDIANZISHANGWUHEWANGGOUDERECHAO,NEIMESHEILAIDIANRANLANYAJISHUDEDAOHUOSUO?LANYAJISHUZAIZHONGGUOSHICHANGDEFAZHANYOUXUYAOZENYANGDETIAOJIANNI?XIANRAN,ZHEIBIXUCONGWOMENZHENGTIDESHANGYEHUANJINGHEXIAOFEIZHEXINGWEILAIFENXI。

                    导火索一:低成本营销的兴起

                    2007NIAN7YUE,MEIGUOPAILAMENGDIANYINGGONGSIZAIAODALIYATUIGUANG《BIANXINGJINGANG》DESHIHOU,YUNYONGLEQUANXINDELANYAGUANGGAOZUOWEIYINGXIAOSHOUDUAN,TONGGUO150DUOGEZAIGOUWUGUANGCHANG、YINGYUANDENGGONGGONGCHANGSUODEGUANGGAOFABUXITONG,YONGSHOUJILANYAGONGNENGXIANGXIAOFEIZHEFASONG《BIANXINGJINGANG》DEPIANHUASHIPIN、SHOUJIPINGBAOHEBIZHI、SHOUJILINGSHENGYIJIYINGPIANSHANGYINGDEGONGGAODENGDENG,GAIYINGXIAOTUIGUANGHUODONGQUDELEHENHAODESHOUXIAO,BUJINYOUXIAODILANJIELEQIANZAIGUANZHONG,ERQIEJIDADITIGAOLEYINGMIDEYULETIYAN。《BIANXINGJINGANG》ZAIQUANQIUDEKONGQIANCHENGGONG,SHIDEPAILAMENGRONGDENGDANGNIANQUANMEIPIAOFANGDIYIDEBAOZUO。

                    LANYAJISHUDECHUXIAN,WUYISHIJISHOUJIDUANXIN、HULIANWANGZHIHOU,YOUYIGEDICHENGBENDEYINGXIAOQUDAO。QIYEZHIXUYAOPEIBEIYITAOLANYAFASONGSHEBEIHEDIANNAORUANJIAN,JIUKEYISUISHI、SUIYIDIXIANGYOUXIAOFUGAIQUYUNEIDESHOUJIFASONGGUANGGAO,ERQIEFASONGHEJIESHOULANYAXINXIDOUSHIMIANFEIDE,ZHEIDUIQIYELAISHUO,KEWEISHIYIGEYILAOYONGYIDE、NENGGOUJINJULIJIECHUQIANZAIGUKEDETOUZI,JIHUSUOYOUXIANGYUZUIZHONGXIAOFEIZHEZHIJIEJIECHUDEQIYE,DOUKEYIYONGLANYAGUANGGAOLAIZUOYINGXIAOTUIGUANG,BIRUMOUHUAZHUANGPINPINPAIKEYIZAICHENLIEJIASHANGFANGZHILANYASHEBEI,JISHIJIJINCHANGDEGUKEFASONGCUXIAOXINXIHUOCHANPINJIESHAO;ZAIRUZAICHEZHANSHANG,QICHEPINPAISHANGKEYITONGGUOLANYASHEBEIGAOSUGUKEZIJIDETANWEIZAINALI,YIJIGOUCHEYOUHUIXIANGMU、XINCHEYANSHISHIPINDENGDENG……XIANRANZHEIXIESHOUDUANHUIZENGJIAQIANZAIGUKEDEGUANZHUDU,CONGERYINGDEGENGDUODEXIAOSHOUJIHUI。

                    导火索二:精准营销和互动营销

                    YINGXIAOJIEYOUYIJUMINGYAN——“WOZHIDAOWODEGUANGGAOFEIZONGSHILANGFEILEYIBAN,DANWOQUEBUZHIDAOSHINAYIBAN。”SUOYI,YUELAIYUEDUODEQIYEKAISHILIYONGJINGZHUNYINGXIAOHEHUDONGYINGXIAOLAIXUNZHAOTUPODIAN,TAMENMINGBAIZAIHULIANWANGXINXISHIDAI,XIAOFEIZHEYIJINGDONGDEZHUDONGSOUSUOHELEJIEZIJIXIANGYAODECHANPINHUOPINPAI,NEIMEJISHIDIMANZUTAMENDEXUQIU,JINGQUEDIZHAODAOXUYAOXINXIDEXIAOFEIZHE,BINGQIEYUZHICHANSHENGLIANGXINGDEHUDONG,YINGXIAODECHENGGONGLVCAIHUIYUEGAO。LANYAGUANGGAOZHENGHAOJUBEILEJINGZHUNHEHUDONGDETEXING,ERQIETAKEYIDUIGUANGGAOFABUDEXIAOLVZUOCHUJINGQUETONGJI。YINGGELANDEAIFUDUNZUQIUJULEBULIYONG90GEJIEDIANGOUCHENGDE58GELANYAQUYU,MEICIWEIQIANLAIGUDIXUNGONGYUANQIUCHANGNAHANZHUWEIDESIWANQIUMIFASONGLANYAXINXI,XINXIBAOKUOJISHISAIKUANG、QIUDUISHUJU、JULEBUZUIXINXINWEN、SHENZHISHIMIANFEIYINLEDENGDENG,CIJUDADATISHENGLEAIFUDUNQIUMIDUIJULEBUDEZHONGCHENGDUHENIANXING。

                    TONGYANGDE,2008NIANNAIKEZAIBEIJINGDENGDIJUXINGLE“KEBIMENTU”DEHUODONG,QIJIANYUNYONGLANYAJISHUWEICANSAIYUNDONGYUANHEQIUMIFASONGLENBAQIUXINGKEBIDEXUNLIANSHIPIN、HUODONGRICHENGDENG,SUOYOUNEIRONGBEIZHIZUOCHENGYIGECAIDAN,QIUMIKEYIZIXINGXUANZEXIAZAI,TONGSHINAIKEYEKEYISHOUJIXIAOSHOUSHUJU,ZAIKEHUJINRUZIJILANYAFUGAIQUYUDESHIHOUSONGSHANGWENHOU,SHIDENAIKEPINPAIGENGJIASHENRURENXIN。KEYISHUOZAIZHEIDANGZHONG,LANYAGUANGGAODEJISHIXING、JINGQUEXINGHEHUDONGXINGQIDAOLEJUZUQINGZHONGDEZUOYONG。

                    导火索三:基于位置的信息需求

                    HAOCHENGNANBANQIUZUIDADEGOUWUSHANGCHENGGatewayTheatreofShoppingZAINANFEIDEKUAZULUNATAERSHENGYONGYOUCHAOGUOSHIWUWANPINGFANGMIDEDAMAICHANGHEDAXINGYULEXIANGMU,ZAIZHEIGEJUDADESHANGCHENGZHONG,YOUYIGEMINGXIANDEBIAOZHISUICHUKEJIAN,NEIJIUSHIZAILAJITONGSHANGDOUKEYIKANDAODE“QINGDAKAISHOUJILANYA”DETISHIYU,ZHIYAOYOUKEYIQIDONGLANYAGONGNENG,BIANMASHANGHUISHOUDAOMAICHANGDEZHEKOUXINXI、CUXIAOHUODONG、SHOUJIYOUHUIQUANDENGDENG,SUOYIGatewayMEIYUENENGGOUXIYINCHAOGUOYIBAISANSHIWANGOUWUZHEHEYOUKEDAOFANG。

                    SUIZHE3GDESHANGYONGHEPUJI,WEILAIDIANNAOKEYIZUODESHIQINGSHOUJIYEKEYIZUODAO,DANSHOUJIZHIYUDIANNAOZUIDADEQUBIEJIUSHIQIYIDONGXINGHEBIANXIEXING,YINCIJIYUWEIZHIDEXINXIXUQIUSHIWEILAISHICHANGDEYIDAJINKUANG。BIRUXIABANGANGZOUCHUBANGONGSHIDALOU,SHOUJIBIANTIXINGFUJINNAJIACANTINGZHENGZAIDAZHE,HUOZHEMOUMOUKUAICANDIANYOUTUICHULEXINPIN,BINGQIEFUSHANGLEXU-QUANQIUPINPAIWANG-NIYOUHUIQUAN;HEJIARENYIQIQUZIJIAYOU,ZHENGFACHOURENSHENGDIBUSHUBUZHIDAOQUNALIZHAOJIUDIAN,ZHEISHISHOUJISHANGXIANSHIQIANFANG150MICHUYOUGUAI,YOUYIJIALIANSUOJINGJIXINGJIUDIAN;DAOLEYICHUJINGDIAN,KUYUMEIYOUDAOYOUJIESHAOERBAIKANBUDEQIJIE,TURANSHOUJILAILEXINXI,QUANMIANDIJIESHAOLEGAIJINGDIANDELISHIBEIJINGHECUNZAIYIYI。LANYAJISHUDEJIAZHIZHENGSHIJIYUWEIZHIDEJINGZHUNCHUANBO,DUIYUSUOYOUKAOJINFUGAIQUYUDEQIANZAIXIAOFEIZHE,YIDINGYAOZUODAO“NINGKECUOSHAYIBAI,BUKEFANGGUOYIGE”。

                    蓝牙营销所面临的挑战

                    JUTONGJI,ZHONGGUOXIANYOUJIN3YIDESHOUJIYONGHUJUBEILANYAGONGNENG,ERQIEZHEIGESHUZIHEBILISHIKEDOUZAIFEISUSHANGSHENG,KEYISHUOXIANGBIHONGWAILIANJIEDEDUANJULIHEBUWENDING,YIJIWi-FiDEGAOCHENGBENHEZHENGCEGUANZHI,LANYADEYINGYONGPUJIYOUZHEJIDADEJICHUYOUSHI,SUOYIQISHICHANGQIANJINGZIRANXIANGDANGGUANGKUO。DANSHI,WOMENYEBUKEHUSHIMUQIANBAIZAIMIANQIANDEYIXIEZHANGAI。

                    挑战一:使用蓝牙未形成习惯

                    SHIJISHANG,PEIBEILANYAGONGNENGDESHOUJIYUELAIYUEDUO,DANSHIBASHIYONGLANYADANGZUOXIGUANDEYONGHURENGRANSHAOZHIYOUSHAO,CHULEYIBUFENRENSHIYONGLANYAERJIDENGPEIJIANZHIWAI,JIHUMEIYOURENHUIZHENGTIANKAIQILANYAGONGNENG,YINWEIZHEIHUIHAOFEIBUBIYAODEDIANCHIRONGLIANG。SUOYI,TONGGUOLANYACHUANBOXINXI,SHOUXIANYIGEZHONGYAOQIANTISHIGUKEDESHOUJISHIKAIQILANYAGONGNENG,BINGQIENENGGOUTONGYIJIESHOUWAILAIDEXINXI。ZHEIJIUYAOQIUQIYEBIXUYONGQITAFANGFAQUTIXINGGUKE,BIRUHAIBAO、BIAOYU、BIAOZHIDENGDENG,SHEJISHIFOUYOUCHUANGYI、ZHANSHISHIFOUXINGMU、TIXINGSHIFOUZUGOURENXINGHUADOUJIANGJUEDINGZUIZHONGDEXIAOGUO,XIANRAN,ZHEIDUIQIYEDEZHENGHECHUANBONENGLITICHULEGENGGAODEYAOQIU。

                    挑战二:蓝牙传输的缺陷

                    LANYAXINXICHUANSHUZUIDADEQUEXIANJIUSHIXINHAOBIXUSHIWUZHEDANGDE,DANSHILANYAGUANGGAOSHEBEITONGCHANGYOUBIXUHEDIANNAOLIANZAIYIQIGONGZUO,ERBANGONGSHEBEI、JIANZHUQIANGTIDENGHENRONGYIZAOCHENGLANYADECHUANSHUSHIBAI,SHIJISHANG,QIFUGAIJULIHENNANDADAOMUQIANSHICHANGSHANGSUOSHUODE200MIYISHANG,ZHEIHUIJIDADIJIANGDIMUBIAOGUKEDEMINGZHONGLV,CONGERYINGXIANGYINGXIAODESHOUXIAO。LINGWAI,RUGUOXINXICHUANBOZHEFASONGCHENGXUGESHIDEWENJIANRUXIAOYOUXI、XIAORUANJIANDENG,HUIYINWEIGEZHONGSHOUJIDEJIXINGBUTONGERDAOZHIBUJIANRONG,ZHIJIEDAOZHIBUYUKUAIDEYONGHUTIYAN。SUOYI,RUHEGENJUJIANZHUDIXING、GUKEXINGWEIXIGUANLAISHEZHILANYASHEBEI,JIANGSHIJUEDINGXIAOGUODEGUANJIANHUANJIE。

                    挑战三:蓝牙设备发展滞后

                    ZHENZHENGZHINENGDELANYASHEBEIBUJINKEYIBUDUANXIANGZHOUWEIDELANYASHOUJIFASONGXINXI,ERQIEFASONGCHENGGONGHUOSHIBAIZHIHOUDEYINGDUICELVE、SHIFOUKEYIDABAOFASONG、YIJISHEDINGFASONGGUIZEDENGDENGDOUSHIFEICHANGZHONGYAODEGONGNENG。ERMUQIANGUONEIDELANYAGUANGGAOSHEBEIGONGYINGSHANGSHILIRENGRANBORUO,JISHUFAZHANLUOHOU、CHANPINGENGXINHUANMAN、DUIKEHUTICHUDEGEXINGHUAYAOQIUWUFAMANZU、DUISHOUCHUDECHANPINWUFATIGONGSHENGJIHUANDAIDEFUWU,DENGDENGZHEIXIEDOUMINGXIANZUAILEZHEIGEXINGYEDEFAZHAN。

                    挑战四:蓝牙的安全漏洞

                    WURONGZHIYI,LANYAGONGNENGJIWOMENDEWENJIANCHUANSHUHEXINXIJIAOLIUTIGONGLEJIDADEBIANLI,DANTONGSHIZHEIZHONGBIANLIKENENGHUIBEIBIEYOUYONGXINDERENSUOLIYONG,HUAIYOUDIYIDERUQINZHEKEYITONGGUOLANYALOUDONG,QINGSONGDIHUOQUSHOUJIZHONGDESUOYOUSHUJUHEXINXI,SHENZHISHIFASONGEYISHOUJIBINGDU、WANQUANKONGZHIZHENGGESHOUJIDECAOZUO。LANYAZUOWEIKAIFANGXING、DUANJULIDETONGXINJISHU,WUYIJIBINGDUDECHUANBOCHUANGZAOLEZUISHUFUDEWENCHUANG。ZHEIXUYAOSHOUJICHANGSHANGDEBUDUANSHENGJIHEGAIJIN,CAINENGWEILANYADEFAZHANPUJIUGENGJIALVSEANQUANDEDAOLU。

                    电信运营商与蓝牙营销

                    DUIBILANYAJISHU,DIANXINYUNYINGSHANGYOUZHEJIDADEKONGJIANHEDIYUYOUSHI,KEYISHUOZAIDUANSHIJIANNEILANYADEFAZHANDUIYUNYINGSHANGGENBENGOUBUCHENGWEIXIE,DANSHISUIZHE“ZHIHUIDIQIU”GAINIANDEDANSHENG,“WULIANWANG”ZHEIZUOWANYIJIDEJINKUANGZHENGDAIKAIFA,LANYAJISHUZAIQIZHONGYEFAHUIZHEZHONGYAODEZUOYONG。BIRUTONGGUOHULIANWANGHELANYAKONGZHIQI,WOMENKEYIZAIXIABANHUIJIADELUSHANGXIANDAKAIFANGJIANDEKONGDIAO;WOMENDEBINGXIANGHUITONGGUOLANYASHEBEI,ZIDONGXIANGWOMENTIXINGYINGGAIDAJIANGYOULE;YIHOUCHUMENWUXUDAIYAOCHIHEQIANBAODENGWUJIAN,LANYASHOUJIJIUKEYIJIEJUEYIQIE……

                    LANYAJISHUZHISUOYIZHEIMEDUONIANYIZHIBUWENBUHUO,SHIYINWEIYUNYINGSHANGRENWEIQIWULIKETU,DANSHIZUOWEIYIDONGHULIANWANGXINGYEDEZHUDAOZHE,YUNYINGSHANGYOUZERENYEYOUYIWUWEI“WULIANWANG”DEFAZHANJINXINJINLI,KUANGQIEZHEISHIZHONGGUOHEMEIGUOLINGXIUDOUSHIFENGUANZHUDEXIANGMU,ERZHEIDANGZHONGCHUANGANJISHUHELANYAJISHUDOUBIXUDEDAOZHONGSHIHECHONGFENLIYONG。

                    SHIJISHANG,ZAIYINGXIAOCHUANBOFANGMIAN,YUNYINGSHANGYEKEYITONGGUOLANYAJISHU,GENGHAODIYUXIAOFEIZHECHANSHENGHUDONG,WEITAMENTIGONGJINGQUE、YOUYONGDEXINXI,RUTIANQIYUBAO、DITUZHIYIN、JIAOTONGXIANLU、YOUQUDERUANJIANCHENGXU、ZISHENDECUXIAOXINXIDENGDENG,ZHEIJINENGDAIJIXIAOFEIZHEJINGXI,YOUNENGTIGAOTAMENDUIYUNYINGSHANGWANGLUODENIANXING,KEYISHUOLANYAJISHUNENGRANGZHURUHAOMABAISHITONG、YIDONGMMZHEIYANGDEFUWUZHUDONGCHUJI,KUAISUDIZHAODAOQIANZAIGUKE,KEWEIYIJUDUODE。

                    结语

                    “YIGEXINCHANYECONGFUXIANDAOCHENGSHU,ZHISHAOXUYAOSHINIANDESHIJIAN”,ZHEISHIGUANLIXUEZHIFUBIDE.DELUKETICHUDEGUANDIAN。XIANGXINSUIZHELANYAJISHUDEBUDUANSHENGJI,YIJIQIYEYINGXIAOGUANNIANDEGEXIN、WULIANWANGDAHUANJINGDEDAOLAI,LANYADECHUNTIANYEXUBINGBUXUYAOHUASHINIANLAIDENGDAI,ERNENGGOUZUIXIANYONGBAOCHUNTIANDE,YIDINGSHINEIXIEXIANZHIXIANJUEDEQIYE。

                  关键字:无线营销,蓝牙营销,挑战,3G时代

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