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	<title>李全興 &#8211; 貌似實驗室</title>
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		<title>追求利潤很重要,但只追求數字你就滿足了嗎?《數字力就是賺錢力》實戰研討精華</title>
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		<dc:creator><![CDATA[chialinglai]]></dc:creator>
		<pubDate>Tue, 27 Mar 2018 04:30:42 +0000</pubDate>
				<category><![CDATA[知性研究所]]></category>
		<category><![CDATA[知性節目實驗室]]></category>
		<category><![CDATA[KPI]]></category>
		<category><![CDATA[凱莉小姐]]></category>
		<category><![CDATA[創業]]></category>
		<category><![CDATA[數字力]]></category>
		<category><![CDATA[數字力就是賺錢力]]></category>
		<category><![CDATA[會計]]></category>
		<category><![CDATA[李全興]]></category>
		<category><![CDATA[遠流]]></category>
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					<description><![CDATA[《數字力就是賺錢力》一書中特別強調「1%的力量」,關鍵的1%指標就能產生槓桿效應,提升產品的利潤。]]></description>
										<content:encoded><![CDATA[<p><span style="color: #808080;">《數字力就是賺錢力》一書中特別強調「1%的力量」,關鍵的1%指標就能產生槓桿效應,提升產品的利潤。</span></p>
<hr />
<p><span style="color: #000000;"><span id="more-1688"></span></span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">文 / 周殷一</span></p>
<p>&nbsp;</p>
<div id="attachment_1711" style="width: 827px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-1711" data-attachment-id="1711" data-permalink="https://www.mouse-lab.com/2018/03/27/profit/dsc_9782/" data-orig-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?fit=3715%2C2487&amp;ssl=1" data-orig-size="3715,2487" data-comments-opened="1" data-image-meta="{&quot;aperture&quot;:&quot;1.8&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;NIKON D80&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1521921806&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;35&quot;,&quot;iso&quot;:&quot;400&quot;,&quot;shutter_speed&quot;:&quot;0.00625&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}" data-image-title="DSC_9782" data-image-description="" data-medium-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?fit=300%2C201&amp;ssl=1" data-large-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?fit=817%2C547&amp;ssl=1" class="wp-image-1711 size-large" src="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782-1024x686.jpg?resize=817%2C547" alt="" width="817" height="547" srcset="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=1024%2C686&amp;ssl=1 1024w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=300%2C201&amp;ssl=1 300w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=768%2C514&amp;ssl=1 768w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=960%2C643&amp;ssl=1 960w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=480%2C320&amp;ssl=1 480w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?resize=380%2C255&amp;ssl=1 380w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?w=1634&amp;ssl=1 1634w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9782.jpg?w=2451&amp;ssl=1 2451w" sizes="(max-width: 817px) 100vw, 817px" data-recalc-dims="1" /><p id="caption-attachment-1711" class="wp-caption-text">康泰納仕樺舍集團副總李全興為《數字力就是賺錢力》導讀(攝影 / 柯智元)</p></div>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">消費者重視CP值,那降低產品價格或許可以增加銷售額,這是許多企業家或銷售人員心中所打的如意算盤,《數字力就是賺錢力》一書作者古屋悟司卻認為不盡然如此,若為了促銷而犧牲微利率,恐反使公司虧損、赤字。</span></p>
<p>&nbsp;</p>
<h3><strong><span style="color: #000000;">數字力就是懂得挑選對目標真正有意義的指標</span></strong></h3>
<p><span style="font-weight: 400; color: #000000;">康泰納仕樺舍集團副總李全興舉例,近來許多線上購物平台紛紛祭出免運或促銷優惠,為的就是搶下市占率,但營業利益率仍無法回到輝煌時期的水準,結果只有賣家與消費者得利,可見企業市占率越高不一定代表越賺錢。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">有「數字怪」稱號的李全興表示,財報或KPI是企業行動和調整的依據,進而形成一種模式,但市場環境會有變化,企業對待數字的觀念也要改變,一如facebook大修演算法和觸擊率,各大媒體的粉絲團和網站流量立刻大受影響,此時企業就要發展出新的模式來因應。</span><span style="font-weight: 400; color: #000000;">數字力就是懂得挑選對目標真正有意義的指標。李全興指出,《數字力就是賺錢力》一書中特別強調「1%的力量」,關鍵的1%指標就能產生槓桿效應,提升產品的利潤。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">李全興以自己從事的媒體業為例,他指出許多同業皆會以瀏覽量、點閱率作為KPI,就此追逐能夠吸引最多人觀看的話題,企圖以量取勝,產製大量內容以換取流量,卻招來「內容農場化」的批評,媒體信譽也跟著賠上。</span><span style="font-weight: 400; color: #000000;">但李全興觀察發現,光是3到20%的忠誠用戶(Loyal users),就為網站帶來超過40到50%的流量,因此在計算瀏覽量之餘,還是得發展公司的品牌的價值定位,才能讓讀者願意保持忠誠,也讓員工少花些力氣就能達到相同的KPI。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">《數字力就是賺錢力》一書雖是日本人撰寫,但對照台灣市場現況仍可發現許多值得借鑑之處。李全興認為,此書作者以自身經營花店的實際經驗出發,為讀者釐清許多會計觀念,補完管理認知,且看似淺顯易懂,卻又值得深究,是不可多得的好書。</span><span style="font-weight: 400; color: #000000;">「這本書絕對不是讀完就好,」李全興直言:「如果不去重新看待工作上的數字,進而調整的話,一點用都沒有。」他鼓勵大家看完此書後,可從實作上去感受書中傳達的觀念。</span></p>
<p>&nbsp;</p>
<h3><strong><span style="color: #000000;">創業初衷會直接影響產品定位與價格</span></strong></h3>
<p><span style="font-weight: 400; color: #000000;">Color C’ode 凱莉小姐創辦人 Kelly 坦言,社工系畢業的她對數字一竅不通,創業後才開始到台大創新創業MBA進修,因此初次閱讀《數字力就是賺錢力》一書時,便很能同理故事主角的焦慮與經歷。</span><span style="font-weight: 400; color: #000000;">「那段時間就像是矇著眼睛開車一樣,覺得分分秒秒都生活在恐懼之中,」Kelly 覺得書中的這一句話,精準地描繪了她創業初期的心境。</span></p>
<p>&nbsp;</p>
<div id="attachment_1710" style="width: 827px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-1710" data-attachment-id="1710" data-permalink="https://www.mouse-lab.com/2018/03/27/profit/dsc_9806/" data-orig-file="https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?fit=3745%2C2505&amp;ssl=1" data-orig-size="3745,2505" data-comments-opened="1" data-image-meta="{&quot;aperture&quot;:&quot;1.8&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;NIKON D80&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1521925375&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;35&quot;,&quot;iso&quot;:&quot;400&quot;,&quot;shutter_speed&quot;:&quot;0.00625&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}" data-image-title="DSC_9806" data-image-description="" data-medium-file="https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?fit=300%2C201&amp;ssl=1" data-large-file="https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?fit=817%2C547&amp;ssl=1" class="wp-image-1710 size-large" src="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806-1024x685.jpg?resize=817%2C547" alt="" width="817" height="547" srcset="https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=1024%2C685&amp;ssl=1 1024w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=300%2C201&amp;ssl=1 300w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=768%2C514&amp;ssl=1 768w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=960%2C642&amp;ssl=1 960w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=480%2C320&amp;ssl=1 480w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?resize=380%2C255&amp;ssl=1 380w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?w=1634&amp;ssl=1 1634w, https://i0.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/DSC_9806.jpg?w=2451&amp;ssl=1 2451w" sizes="(max-width: 817px) 100vw, 817px" data-recalc-dims="1" /><p id="caption-attachment-1710" class="wp-caption-text">凱莉小姐堅持不降價也不折扣,以附加價值和品牌思維為主,並同理消費者對食安的疑慮。(攝影 / 柯智元)</p></div>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">Kelly 回憶,大學時一邊在伊甸基金會實習一邊兼任家教,幾次帶著自製蛋糕請學生吃,都獲得高度評價,在學生家長的鼓勵下,才開始思考畢業後擔任社工的另一條路,決定開一家傳遞幸福的甜點店!</span><span style="font-weight: 400; color: #000000;">「傳遞幸福」便是Color C’ode凱莉小姐甜點店創辦的初衷。Kelly認為,初衷非常重要,會直接影響到產品的定位及價格,因此,好好地服務每一位客人,讓大家在購買蛋糕時能夠獲得感動,才是她的 KPI。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">創業三個月,凱莉小姐便受邀進駐百貨通路,很多人都認為是她花了錢做業配才有如此成果,但 Kelly 表示,僅僅是因為百貨公司主管看到她認真經營的粉絲團,每天都親自撰寫文章分享,便決定找她試試看。</span><span style="font-weight: 400; color: #000000;">Kelly認為,創業這幾年來就是靠著粉絲團的文章吸引不少客戶,進而獲得媒體人脈的友情協助,行銷幸福、安心、自然的價值,才累積堅實又可觀的口碑基礎,這就是「1%的力量」。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">雖然《數字力就是賺錢力》是強調獲利的書,但最後也提出了「追求利潤很重要,但只追求數字你就滿足了嗎」這樣的詰問。</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">創業初期,員工、股東和上門的顧客都認為定價太高,但 Kelly 獨排眾議,堅持不降價也不折扣,以附加價值和品牌思維為主,並同理消費者對食安的疑慮,Kelly 問:「在價格之外,你想要讓你的品牌被看起來是什麼樣子?」這是經營者都需要捫心自問的題目。</span><span style="font-weight: 400; color: #000000;">「客人可能會忘記你說了什麼,但他不會忘記你給了他什麼感受,」她舉例:「消費者購買LV、蘋果電腦等精品,往往不是因為產品規格,而是使用時帶來的感受,這就是產品價值所在。」</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">不降價也不折扣的堅持看似瀟灑,但 Kelly 承認,進駐百貨初期,看到競爭對手打折促銷,吸引不少人排隊購買就十分焦慮,但她後來了解,這類促銷手法是「損人五十,自傷一百」,雖獲得漂亮的營業額,但算上其他成本,利潤可說是微乎其微。</span><span style="font-weight: 400; color: #000000;">「市佔率很重要,『心佔率』也很重要,」這是Kelly的創業心法:「要找到即便漲價還是會來光顧的消費者,公司本身就有佈局和策略的話,何必跟風?」</span></p>
<p>&nbsp;</p>
<p><span style="font-weight: 400; color: #000000;">Kelly另外也推薦了《希望這家公司永遠在》和《星星山丘的奇蹟小店》兩本書,建議可搭配《數字力就是賺錢力》閱讀。</span></p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p style="text-align: center;">此篇文章為「導讀+實戰研討:行銷人與媒體人都該學的『數字力』」活動精華紀錄,<br />
歡迎參加同系列第二場 4/28(六)<a href="https://www.accupass.com/event/1803040303471410039615">「媒體產品力:如何規劃可行的內容訂閱商業模式?」<br />
</a></p>
<p style="text-align: center;"><strong><span style="color: #000000;">活動頁購買《數字力就是賺錢力》一書有75折優惠!(現場取書)</span></strong></p>
<p>&nbsp;</p>
<p style="text-align: center;"><iframe title="Accupass 報名表" src="https://old.accupass.com/event/shareregister/1803040303471410039615" width="100%" height="500px" frameborder="0" marginwidth="0" marginheight="0" scrolling="yes"></iframe></p>
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