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数字化为宝洁带来了规模空前的新机遇:有机会更全面、深入、细致、长久地跟上消费者的步伐,并且在空间、时间等维度上,与消费者建立真实的、富有情感的、持久性的连接。宝洁内部有一条再简单不过的原则:“顾客就是老板(Customer is boss)”。在176年的时间长河中,作为这艘快消品航母的掌舵者,无论是麦睿博还是雷富礼亦或其他CEO,都在努力让宝洁跟上消费者的步伐。宝洁需要消费者,并且需要知道他们在哪里。“消费者在哪里,我们就必须在哪里。”雷富礼说。这条原则让宝洁在自己176年的历史中,始终在商业界保持营销“第一行动者”的角色:上世纪30年代,
Digitizing brings unprecedented opportunities for Procter & Gamble: Opportunities to keep pace with consumers in a more comprehensive, in-depth, meticulous and long-term manner, and to establish true and full-fledged customers with consumers in terms of space and time. Persistent connection. Procter & Gamble, there is a simple principle: “Customer is boss (Customer is boss) ”. For 176 years, as the owner of this FMCG carrier, neither McRae or Reverend nor other CEOs are trying to keep P & G up to consumers. Procter & Gamble needs consumers and needs to know where they are. “Where is the consumer? Where must we be? ” Said Lefley. This principle allows Procter & Gamble in their 176-year history, has always been in the business community to maintain the marketing of “First Actors” role: the 1930s,