{"id":3042,"date":"2023-06-01T19:04:45","date_gmt":"2023-06-01T11:04:45","guid":{"rendered":"http:\/\/cxounion.cn\/?p=3042"},"modified":"2023-06-01T19:04:54","modified_gmt":"2023-06-01T11:04:54","slug":"%e6%9c%aa%e6%9d%a5%e4%ba%94%e5%b9%b4%ef%bc%8cceo%e9%9c%80%e8%a6%81%e6%80%8e%e6%a0%b7%e7%9a%84cmo%ef%bc%9f%e8%90%a5%e9%94%80%e4%b9%8b%e7%88%b6%e7%a7%91%e7%89%b9%e5%8b%92%e6%9c%80%e6%96%b0%e6%b4%9e","status":"publish","type":"post","link":"http:\/\/cxounion.cn\/index.php\/2023\/06\/01\/%e6%9c%aa%e6%9d%a5%e4%ba%94%e5%b9%b4%ef%bc%8cceo%e9%9c%80%e8%a6%81%e6%80%8e%e6%a0%b7%e7%9a%84cmo%ef%bc%9f%e8%90%a5%e9%94%80%e4%b9%8b%e7%88%b6%e7%a7%91%e7%89%b9%e5%8b%92%e6%9c%80%e6%96%b0%e6%b4%9e\/","title":{"rendered":"\u672a\u6765\u4e94\u5e74\uff0cCEO\u9700\u8981\u600e\u6837\u7684CMO\uff1f\u8425\u9500\u4e4b\u7236\u79d1\u7279\u52d2\u6700\u65b0\u6d1e\u5bdf"},"content":{"rendered":"\n

\u5f53\u4e0b\u7684\u6d88\u8d39\u8005\u3001\u4f01\u4e1a\u3001\u7ade\u4e89\u73af\u5883\u53d1\u751f\u4e86\u600e\u6837\u7684\u53d8\u9769\uff0c\u65b0\u73b0\u5b9e\u8d4b\u4e88\u4e86\u5b83\u4eec\u54ea\u4e9b\u5168\u65b0\u7684\u80fd\u529b\uff1f\u5e94\u5bf9\u5267\u53d8\uff0c\u5728\u672a\u67655\u5e74\uff0c\u4e00\u4e2a\u4f18\u79c0\u7684CEO\u3001CMO\uff0c\u5e94\u8be5\u5177\u5907\u600e\u6837\u7684\u7d20\u8d28\uff1f
\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u5728\u300a\u8425\u9500\u7ba1\u7406\u300b\uff08\u7b2c16\u7248\uff09\u4e2d\u90fd\u7ed9\u51fa\u4e86\u81ea\u5df1\u7684\u6d1e\u89c1\u4e0e\u60f3\u6cd5\u3002<\/p>\n\n\n\n

\u2014\u2014\u79d1\u7279\u52d2\u589e\u957f\u5b9e\u9a8c\u5ba4<\/p>\n\n\n\n

\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u6559\u6388<\/figcaption><\/figure>\n\n\n\n
\u6570\u5b57\u65f6\u4ee3\uff0c\u5168\u65b0\u7684\u5546\u4e1a\u548c\u8425\u9500\u6a21\u5f0f\u5728\u4e2d\u56fd\u4e0e\u5168\u7403\uff0c\u6b63\u5982\u96e8\u540e\u6625\u7b0b\u822c\u6d8c\u73b0\u3002\u4e3a\u5e94\u5bf9\u6025\u901f\u5267\u53d8\uff0c\u201c\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u201d\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u9610\u91ca\u4e86\u6784\u621021\u4e16\u7eaa\u73b0\u4ee3\u8425\u9500\u7ba1\u7406\u76847\u79cd\u804c\u80fd\uff1a<\/p>\n\n\n\n
\n
\u5236\u8ba2\u6218\u7565\u8425\u9500\u8ba1\u5212\uff1b<\/li>\n\n\n\n
\u7406\u89e3\u5e02\u573a\u5e76\u6355\u6349\u5e02\u573a\u6d1e\u89c1\uff1b<\/li>\n\n\n\n
\u5236\u5b9a\u6210\u529f\u7684\u8425\u9500\u6218\u7565\uff1b<\/li>\n\n\n\n
\u8bbe\u8ba1\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u6c9f\u901a\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u4f20\u9012\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u4ee5\u5bf9\u793e\u4f1a\u8d1f\u8d23\u7684\u65b9\u5f0f\u7ba1\u7406\u589e\u957f<\/li>\n<\/ul>\n\n\n\n
\u57fa\u4e8e\u6b64\uff0c\u79d1\u7279\u52d2\u5bf92023\u5e74\u5168\u65b0\u5e02\u573a\u73af\u5883\u505a\u51fa\u4e86\u4e09\u5927\u9884\u6d4b<\/strong>\uff1a<\/p>\n\n\n\n
**\u6d88\u8d39\u8005\u7684\u65b0\u80fd\u529b<\/p>\n\n\n\n**
\u968f\u7740\u4fe1\u606f\u6280\u672f\u3001\u901a\u4fe1\u6280\u672f\u548c\u79fb\u52a8\u6280\u672f\u7684\u53d1\u5c55\uff0c\u4eca\u5929\u7684\u6d88\u8d39\u8005\u80fd\u591f\u505a\u51fa\u66f4\u597d\u7684\u9009\u62e9\uff0c\u5e76\u4e0e\u4e16\u754c\u5404\u5730\u7684\u4eba\u4eec\u5206\u4eab\u559c\u597d\u548c\u610f\u89c1\u3002<\/p>\n\n\n\n
**\u516c\u53f8\u7684\u65b0\u80fd\u529b<\/p>\n\n\n\n**
\u516c\u53f8\u53ef\u4ee5\u5229\u7528\u4e92\u8054\u7f51\u4f5c\u4e3a\u4e00\u4e2a\u5f3a\u5927\u7684\u4fe1\u606f\u548c\u9500\u552e\u6e20\u9053\uff0c\u5305\u62ec\u4e2a\u6027\u5316\u5b9a\u5236\u5546\u54c1\uff1b\u53ef\u4ee5\u6536\u96c6\u66f4\u5168\u9762\u3001\u66f4\u4e30\u5bcc\u7684\u5e02\u573a\u3001\u6d88\u8d39\u8005\u3001\u6f5c\u5728\u6d88\u8d39\u8005\u548c\u7ade\u4e89\u5bf9\u624b\u7684\u4fe1\u606f\uff1b\u53ef\u4ee5\u6539\u5584\u91c7\u8d2d\u3001\u62db\u8058\u3001\u57f9\u8bad\u4ee5\u53ca\u5185\u5916\u90e8\u7684\u6c9f\u901a\uff1b\u53ef\u4ee5\u63d0\u9ad8\u6210\u672c\u6548\u7387\u3002<\/p>\n\n\n\n
**\u65b0\u7684\u7ade\u4e89\u73af\u5883<\/p>\n\n\n\n**
\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u516c\u53f8\uff0c\u6b63\u5728\u8425\u9500\u201c\u4f53\u9a8c\u201d\uff0c\u800c\u4e0d\u662f\u8425\u9500\u4ea7\u54c1\u79cd\u7c7b\uff1b\u4f20\u7edf\u516c\u53f8\u5f00\u5c55\u4e2d\u95f4\u5546\u91cd\u6784\uff0c\u901a\u8fc7\u589e\u52a0\u5728\u7ebf\u670d\u52a1\u7684\u65b9\u5f0f\u8f6c\u578b\u6210\u4e3a\u5b9e\u4f53\u5e97\u4e0e\u7535\u5b50\u5546\u52a1\u76f8\u7ed3\u5408\u7684\u96f6\u552e\u5546\uff1b\u54c1\u724c\u5236\u9020\u5546\u53d7\u5230\u6765\u81ea\u62e5\u6709\u5f3a\u5927\u9500\u552e\u80fd\u529b\u3001\u81ea\u6709\u5546\u5e97\u54c1\u724c\u7684\u96f6\u552e\u5546\u7684\u51b2\u51fb\uff1b\u8bb8\u591a\u5f3a\u5927\u7684\u54c1\u724c\u5df2\u7ecf\u6210\u4e3a\u8d85\u7ea7\u54c1\u724c\uff0c\u5e76\u5ef6\u4f38\u5230\u76f8\u5173\u7684\u4ea7\u54c1\u54c1\u7c7b\uff0c\u5b83\u4eec\u5728\u4e24\u4e2a\u6216\u66f4\u591a\u884c\u4e1a\u7684\u4ea4\u53c9\u9886\u57df\u51fa\u73b0\u7684\u65b0\u54c1\u7c7b\u3002<\/p>\n\n\n\n
\u4e00\u3001\u6253\u9020\u8425\u9500\u5353\u8d8a\u578b\u516c\u53f8<\/strong>\uff0cCEO\u4eec\u8be5\u5982\u4f55\u505a\uff1f<\/strong><\/h2>\n\n\n\n
\u7531\u6b64\u53ef\u89c1\uff0c\u672a\u6765\u51e0\u5e74\uff0c\u8425\u9500\u51e0\u4e4e\u80fd\u51b3\u5b9a\u516c\u53f8\u7684\u751f\u6b7b\u3002\u541b\u5b50\u4e0d\u7acb\u5371\u5899\u4e4b\u4e0b\uff0c\u4f5c\u4e3a\u7ba1\u7406\u8005\uff0c\u8be5\u5982\u4f55\u5e94\u5bf9\uff1f<\/p>\n\n\n\n
\u60e0\u666e\u516c\u53f8\u521b\u59cb\u4eba\u4e4b\u4e00\u6234\u7ef4\u00b7\u5e15\u5361\u5fb7\u66fe\u8bf4\uff1a\u201c\u8425\u9500\u592a\u91cd\u8981\u4e86\uff0c\u4e0d\u80fd\u53ea\u4ea4\u7ed9\u5e02\u573a\u8425\u9500\u90e8\u95e8\u2026\u2026\u5728\u4e00\u4e2a\u771f\u6b63\u4f1f\u5927\u7684\u8425\u9500\u7ec4\u7ec7\u4e2d\uff0c\u4f60\u65e0\u6cd5\u5206\u8fa8\u8c01\u5c5e\u4e8e\u5e02\u573a\u8425\u9500\u90e8\u95e8\u3002\u7ec4\u7ec7\u4e2d\u7684\u6bcf\u4e2a\u4eba\u90fd\u5fc5\u987b\u6839\u636e\u5bf9\u5ba2\u6237\u7684\u5f71\u54cd\u505a\u51fa\u51b3\u7b56\u3002\u201d<\/p>\n\n\n\n
\u867d\u7136\u8425\u9500\u6d3b\u52a8\u4e0d\u5e94\u8be5\u88ab\u5f52\u4e3a\u4e00\u4e2a\u90e8\u95e8\uff0c\u4f46\u62e5\u6709\u4e00\u4e2a\u8d1f\u8d23\u5168\u516c\u53f8\u8425\u9500\u6d3b\u52a8\u5e76\u7ba1\u7406\u65e5\u5e38\u8fd0\u8425\u7684\u7ec4\u7ec7\u5355\u5143\u5bf9\u4e8e\u5f88\u591a\u4f01\u4e1a\u800c\u8a00\u8fd8\u662f\u6709\u76ca\u7684\u3002<\/p>\n\n\n\n
CEO\u8ba4\u8bc6\u5230\uff0c\u8425\u9500\u53ef\u4ee5\u5efa\u7acb\u5f3a\u5927\u7684\u54c1\u724c\u548c\u5fe0\u8bda\u7684\u5ba2\u6237\u7fa4\uff0c\u8fd9\u4e9b\u65e0\u5f62\u8d44\u4ea7\u5bf9\u4e8e\u516c\u53f8\u4ef7\u503c\u6709\u5f88\u5927\u8d21\u732e\u3002\u8bb8\u591a\u516c\u53f8\uff0c\u5305\u62ec\u670d\u52a1\u578b\u548c\u975e\u8425\u5229\u6027\u516c\u53f8\uff0c\u73b0\u5728\u90fd\u8bbe\u6709 CMO\uff0c\u4ee5\u4f7f\u5f97\u8425\u9500\u804c\u80fd\u88ab\u653e\u5728\u4e0eCFO\uff08\u9996\u5e2d\u8d22\u52a1\u5b98\uff09\u548cCIO\uff08\u9996\u5e2d\u4fe1\u606f\u5b98\uff09\u7b49\u5176\u4ed6C\u7ea7\u9ad8\u5c42\u7ba1\u7406\u4eba\u5458\u66f4\u52a0\u5e73\u7b49\u7684\u5730\u4f4d\u3002<\/p>\n\n\n\n
\u521b\u5efa\u4ee5\u5e02\u573a\u548c\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u516c\u53f8\u6709\u54ea\u4e9b\u6b65\u9aa4<\/h3>\n\n\n\n
\u7b2c\u4e00\u6b65\uff0c\u8981\u521b\u5efa\u4e00\u4e2a\u771f\u6b63\u7684\u8425\u9500\u7ec4\u7ec7\uff0cCEO\u5fc5\u987b\u8ba9\u9ad8\u7ea7\u7ba1\u7406\u5c42\u76f8\u4fe1\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u91cd\u8981\u6027\u3002<\/p>\n\n\n\n
\u7b2c\u4e8c\u6b65\uff0c\u8058\u8bf7\u5f3a\u5927\u7684\u8425\u9500\u4eba\u624d\u4e5f\u81f3\u5173\u91cd\u8981\u3002\u5927\u591a\u6570\u516c\u53f8\u90fd\u9700\u8981\u4e00\u4f4d\u6280\u672f\u5a34\u719f\u7684CMO\uff0c\u4ed6\u4e0d\u4ec5\u8981\u7ba1\u7406\u5e02\u573a\u8425\u9500\u90e8\u95e8\uff0c\u8fd8\u8981\u5c0a\u91cd\u5e76\u80fd\u591f\u5f71\u54cd\u6700\u9ad8\u7ba1\u7406\u5c42\u7684\u5176\u4ed6\u6210\u5458\u3002<\/p>\n\n\n\n
\u7b2c\u4e09\u6b65\uff0c\u9274\u4e8e\u5f53\u4eca\u5e02\u573a\u5f62\u52bf\u77ac\u606f\u4e07\u53d8\uff0cCEO\u5fc5\u987b\u63a8\u52a8\u5efa\u7acb\u5f3a\u5927\u7684\u5185\u90e8\u8425\u9500\u57f9\u8bad\u9879\u76ee\uff0c\u4ee5\u63d0\u9ad8\u516c\u53f8\u7684\u8425\u9500\u6280\u80fd\u3002\u8bb8\u591a\u516c\u53f8\uff0c\u5982\u9ea6\u5f53\u52b3\u3001\u8054\u5408\u5229\u534e\uff08Unilever\uff09\u548c\u57c3\u68ee\u54f2\uff0c\u90fd\u96c6\u4e2d\u8bbe\u7f6e\u4e86\u8fd9\u6837\u7684\u57f9\u8bad\u9879\u76ee\u3002<\/p>\n\n\n\n
\u7b2c\u56db\u6b65\uff0cCEO\u8fd8\u5e94\u786e\u4fdd\u516c\u53f8\u7684\u5956\u52b1\u5236\u5ea6\u4e0e\u5176\u901a\u8fc7\u5efa\u7acb\u6ee1\u610f\u3001\u5fe0\u8bda\u7684\u5ba2\u6237\u7fa4\u6765\u521b\u9020\u5e02\u573a\u4ef7\u503c\u7684\u6218\u7565\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002CEO \u5e94\u4eb2\u81ea\u793a\u8303\u5f3a\u6709\u529b\u7684\u5ba2\u6237\u627f\u8bfa\uff0c\u5e76\u5956\u52b1\u7ec4\u7ec7\u4e2d\u540c\u6837\u8fd9\u6837\u505a\u7684\u4eba\u3002<\/p>\n\n\n\n
\u7b2c\u4e94\u6b65\uff0cCEO \u7684\u4e3b\u8981\u804c\u8d23\u662f\u4efb\u547d\u4e00\u540d CMO\uff0c\u603b\u8d1f\u8d23\u7ec4\u7ec7\u4e2d\u7684\u8425\u9500\u6d3b\u52a8\u3002<\/p>\n\n\n\n
CMO\u662f\u6700\u9ad8\u7ba1\u7406\u5c42\u7684\u6210\u5458\uff0c\u901a\u5e38\u5411 CEO \u6c47\u62a5\u5de5\u4f5c\u3002\u8d1f\u8d23\u8425\u9500\u7b56\u7565\u5404\u4e2a\u90e8\u5206\u7684\u9ad8\u7ea7\u8425\u9500\u7ecf\u7406\u901a\u5e38\u5411CMO\u62a5\u544a\u3002CMO\u7edf\u9886\u7ec4\u7ec7\u4e2d\u7684\u6240\u6709\u8425\u9500\u804c\u80fd\uff0c\u5305\u62ec\u4ea7\u54c1\u5f00\u53d1\u3001\u54c1\u724c\u7ba1\u7406\u3001\u6c9f\u901a\u3001\u5e02\u573a\u7814\u7a76\u548c\u6570\u636e\u5206\u6790\u3001\u9500\u552e\u3001\u4fc3\u9500\u3001\u5206\u9500\u7ba1\u7406\u3001\u5b9a\u4ef7\u548c\u5ba2\u6237\u670d\u52a1\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u4e8c\u3001\u672a\u6765\u4e94\u5e74<\/strong>\uff0c\u9876\u7ea7CMO\u5e94\u5177\u5907\u7684\u4e94\u5927\u5148\u51b3\u6761\u4ef6<\/strong><\/h2>\n\n\n\n
\u5728\u5f53\u4e0b\u590d\u6742\u591a\u53d8\u4e14\u4e25\u9177\u7684\u5546\u4e1a\u73af\u5883\u4e0b\uff0cCMO\u9664\u987b\u5177\u5907\u826f\u597d\u7684\u6570\u5b57\u6280\u672f\u7d20\u517b\u4e4b\u5916\uff0c\u4ed6\u4eec\u9762\u4e34\u7684\u6311\u6218\u662f\uff1a\u6210\u529f\u56e0\u7d20\u591a\u79cd\u591a\u6837\u3002<\/p>\n\n\n\n
CMO\u5fc5\u987b\u5177\u5907\u5f3a\u5927\u7684\u5b9a\u91cf\u548c\u5b9a\u6027\u6280\u80fd\uff1b\u5fc5\u987b\u5177\u6709\u72ec\u7acb\u7684\u4f01\u4e1a\u5bb6\u6001\u5ea6\uff0c\u4f46\u53c8\u4e0e\u5176\u4ed6\u90e8\u95e8\u5bc6\u5207\u5408\u4f5c\uff1b\u5fc5\u987b\u6355\u6349\u6d88\u8d39\u8005\u7684\u201c\u58f0\u97f3\u201d\uff0c\u540c\u65f6\u5bf9\u8425\u9500\u5982\u4f55\u521b\u9020\u4ef7\u503c\u6709\u654f\u9510\u7684\u57fa\u672c\u8ba4\u77e5\u3002<\/p>\n\n\n\n
\u4e09\u5206\u4e4b\u4e8c\u7684\u9876\u7ea7CMO\u8ba4\u4e3a\uff0c\u5728\u672a\u6765\u5341\u5e74\uff0c\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u5c06\u662f\u8861\u91cf\u5176\u5de5\u4f5c\u6210\u6548\u7684\u4e3b\u8981\u6307\u6807\u3002<\/p>\n\n\n\n
\u672a\u6765\u51e0\u5e74\uff0c\u4e09\u4e2a\u9a71\u52a8\u56e0\u7d20\u5c06\u6539\u53d8CMO\u7684\u89d2\u8272\uff1a<\/p>\n\n\n\n
\uff081\uff09\u53ef\u9884\u6d4b\u7684\u5e02\u573a\u8d8b\u52bf\uff1b<\/p>\n\n\n\n
\uff082\uff09\u6700\u9ad8\u7ba1\u7406\u5c42\u89d2\u8272\u7684\u53d8\u5316\uff1b<\/p>\n\n\n\n
\uff083\uff09\u7ecf\u6d4e\u548c\u7ec4\u7ec7\u8bbe\u8ba1\u7684\u4e0d\u786e\u5b9a\u6027\u3002<\/p>\n\n\n\n
\u800c\u6210\u529fCMO\u9700\u8981\u5177\u5907\u7684\u4e94\u4e2a\u4f18\u5148\u6761\u4ef6\uff1a\u6210\u4e3a\u516c\u53f8\u672a\u6765\u7684\u8fdc\u89c1\u8005\uff0c\u5177\u5907\u9002\u5e94\u6027\u7684\u8425\u9500\u80fd\u529b\uff0c\u8d62\u5f97\u8425\u9500\u4eba\u624d\u4e4b\u6218\uff0c\u52a0\u5f3a\u4e0e\u9500\u552e\u90e8\u95e8\u7684\u534f\u8c03\uff0c\u4ee5\u53ca\u5bf9\u8425\u9500\u652f\u51fa\u7684\u56de\u62a5\u8d1f\u8d23\u3002<\/p>\n\n\n\n
\u5bf9\u4efb\u4f55CMO\u800c\u8a00\uff0c\u6700\u91cd\u8981\u7684\u804c\u8d23\u53ef\u80fd\u662f\u2014\u2014\u5c06\u5ba2\u6237\u89c6\u89d2\u878d\u5165\u5f71\u54cd\u4efb\u4f55\u5ba2\u6237\u63a5\u89e6\u70b9\uff08\u5ba2\u6237\u76f4\u63a5\u6216\u95f4\u63a5\u4e0e\u516c\u53f8\u4e92\u52a8\uff09\u7684\u4e1a\u52a1\u51b3\u7b56\u3002\u8fd9\u4e9b\u5ba2\u6237\u6d1e\u5bdf\u529b\u5fc5\u987b\u8d8a\u6765\u8d8a\u5177\u6709\u5168\u7403\u89c6\u91ce\u3002<\/p>\n\n\n\n
\u4e09\u3001\u65b0\u8425\u9500\u6838\u5fc3\u5173\u952e\u8bcd<\/strong>\uff0c\u5ba2\u6237\u5bfc\u5411\u3001\u521b\u9020\u529b\u3001\u5584\u7528\u8d8b\u52bf<\/strong><\/h2>\n\n\n\n
\u7531\u6b64\u53ef\u89c1\uff0c\u5ba2\u6237\u9700\u6c42\u662f\u672a\u6765\u5e02\u573a\u6700\u6838\u5fc3\u7684\u7ade\u4e89\u8d44\u4ea7\u3002\u90a3\u4e48\uff0c\u7a76\u7adf\u8be5\u5982\u4f55\u6253\u9020\u4e00\u5bb6\u201c\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u201d\u516c\u53f8\uff1f<\/p>\n\n\n\n
\u79d1\u7279\u52d2\u4e5f\u5bf9\u6b64\u8fdb\u884c\u4e86\u5168\u65b0\u7684\u8bba\u8ff0\uff1a<\/p>\n\n\n\n
\u76ee\u524d\uff0c\u521b\u9020\u5353\u8d8a\u7684\u5ba2\u6237\u4f53\u9a8c\u51e0\u4e4e\u6210\u4e3a\u5404\u884c\u5404\u4e1a\u516c\u53f8\u7684\u9996\u8981\u4efb\u52a1\u3002\u4ea7\u54c1\u3001\u670d\u52a1\u548c\u54c1\u724c\u7684\u6fc0\u589e\uff0c\u6d88\u8d39\u8005\u5bf9\u5e02\u573a\u53ef\u9009\u4ea7\u54c1\u7684\u77e5\u8bc6\u7684\u589e\u52a0\uff0c\u4ee5\u53ca\u6d88\u8d39\u8005\u6709\u80fd\u529b\u5f71\u54cd\u516c\u4f17\u5bf9\u516c\u53f8\u53ca\u5176\u4ea7\u54c1\u7684\u770b\u6cd5\uff0c\u6240\u6709\u8fd9\u4e9b\u90fd\u5728\u5f3a\u8c03\u5efa\u7acb\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\u7684\u7ec4\u7ec7\u7684\u91cd\u8981\u6027\u3002<\/p>\n\n\n\n
\u5927\u591a\u6570\u516c\u53f8\u73b0\u5728\u610f\u8bc6\u5230\uff0c\u521b\u9020\u5229\u76ca\u76f8\u5173\u8005\u4ef7\u503c\u7684\u8def\u5f84\uff0c\u59cb\u4e8e\u91cd\u6784\u4e00\u4e2a\u4e13\u6ce8\u4e8e\u521b\u9020\u957f\u671f\u5ba2\u6237\u4ef7\u503c\u7684\u7ec4\u7ec7\u3002\u90a3\u4e9b\u8ba4\u4e3a\u5ba2\u6237\u662f\u516c\u53f8\u552f\u4e00\u771f\u6b63\u7684\u201c\u5229\u6da6\u4e2d\u5fc3\u201d\u7684\u7ecf\u7406\u6240\u8ba4\u540c\u7684\u4f20\u7edf\u7ec4\u7ec7\u7ed3\u6784\u5df2\u7ecf\u8fc7\u65f6\u4e86\uff1b\u800c\u8425\u9500\u5353\u8d8a\u7684\u516c\u53f8\uff0c\u6b63\u5728\u8f6c\u53d8\u4e3a\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u73b0\u4ee3\u7ec4\u7ec7\u67b6\u6784\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u516c\u53f8\u7684\u9996\u8981\u4efb\u52a1\u662f\u5ba2\u6237\uff1b\u5176\u6b21\u662f\u9047\u89c1\u3001\u670d\u52a1\u548c\u6ee1\u8db3\u8fd9\u4e9b\u5ba2\u6237\u7684\u4e00\u7ebf\u5458\u5de5\uff1b\u7136\u540e\u662f\u670d\u52a1\u7ecf\u7406\uff0c\u4ed6\u4eec\u7684\u5de5\u4f5c\u662f\u652f\u6301\u4e00\u7ebf\u5458\u5de5\uff0c\u4ee5\u4fbf\u4ed6\u4eec\u80fd\u591f\u5f88\u597d\u5730\u4e3a\u5ba2\u6237\u670d\u52a1\uff1b\u6700\u540e\u662f\u9ad8\u7ea7\u7ba1\u7406\u5c42\uff0c\u4ed6\u4eec\u7684\u5de5\u4f5c\u662f\u96c7\u7528\u548c\u652f\u6301\u4f18\u79c0\u7684\u670d\u52a1\u7ecf\u7406\u3002<\/p>\n\n\n\n
\u53d1\u5c55\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\u7684\u516c\u53f8\u7684\u5173\u952e\u662f\u5404\u7ea7\u7ba1\u7406\u8005\u5fc5\u987b\u4eb2\u81ea\u53c2\u4e0e\u4e86\u89e3\u3001\u63a5\u89e6\u548c\u670d\u52a1\u5ba2\u6237\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u6570\u5b57\u6280\u672f\u843d\u5730\u5e94\u7528\u7684\u4eca\u5929\uff0c\u77e5\u60c5\u80fd\u529b\u8d8a\u6765\u8d8a\u9ad8\u7684\u6d88\u8d39\u8005\u4eec\uff0c\u671f\u671b\u516c\u53f8\u505a\u7684\u4e0d\u4ec5\u4ec5\u662f\u4e0e\u4ed6\u4eec\u8054\u7cfb\uff0c\u6ee1\u8db3\u751a\u81f3\u53d6\u60a6\u4ed6\u4eec\uff0c\u4ed6\u4eec\u66f4\u5e0c\u671b\u516c\u53f8\u503e\u542c\u5e76\u56de\u5e94\u4ed6\u4eec\u3002<\/p>\n\n\n\n
\u5982\u4eca\uff0c\u4f01\u4e1a\u7684\u6bcf\u4e2a\u804c\u80fd\u90e8\u95e8\u90fd\u53ef\u4ee5\u76f4\u63a5\u4e0e\u5ba2\u6237\u4e92\u52a8\u3002\u8425\u9500\u90e8\u95e8\u73b0\u5728\u5fc5\u987b\u6574\u5408\u6240\u6709\u6d89\u53ca\u5ba2\u6237\u7684\u6d41\u7a0b\uff0c\u4ee5\u4fbf\u5ba2\u6237\u5728\u4e0e\u516c\u53f8\u4e92\u52a8\u65f6\u53ea\u770b\u5230\u4e00\u5f20\u8138\uff0c\u53ea\u542c\u5230\u4e00\u4e2a\u58f0\u97f3\u3002<\/p>\n\n\n\n
\u5f53\u4e0b\uff0c\u5176\u5b9e\u8bb8\u591a\u516c\u53f8\u8fd8\u6ca1\u6709\u771f\u6b63\u505a\u5230\u4ee5\u5e02\u573a\u548c\u5ba2\u6237\u4e3a\u5bfc\u5411\u3002\u76f8\u53cd\uff0c\u5b83\u4eec\u662f\u4ee5\u4ea7\u54c1\u548c\u9500\u552e\u4e3a\u9a71\u52a8\u7684\u3002<\/p>\n\n\n\n
\u60f3\u6210\u4e3a\u771f\u6b63\u7684\u5e02\u573a\u9a71\u52a8\u578b\u516c\u53f8\uff0c\u9700\u8981\u57f9\u517b\u5168\u516c\u53f8\u5bf9\u5ba2\u6237\u7684\u70ed\u60c5\uff0c\u56f4\u7ed5\u5ba2\u6237\u7ec6\u5206\u5e02\u573a\u800c\u4e0d\u662f\u4ea7\u54c1\u8fdb\u884c\u7ec4\u7ec7\uff0c\u5e76\u901a\u8fc7\u5b9a\u6027\u548c\u5b9a\u91cf\u7814\u7a76\u4e86\u89e3\u5ba2\u6237\u3002<\/p>\n\n\n\n
\u5e76\u4e14\uff0c\u9664\u53bb\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\uff0c\u7ec4\u7ec7\u8fd8\u5fc5\u987b\u5177\u6709\u521b\u9020\u6027\u3002<\/p>\n\n\n\n
\u5f53\u4e0b\u7684\u516c\u53f8\uff0c\u80fd\u591f\u4ee5\u8d8a\u6765\u8d8a\u5feb\u7684\u901f\u5ea6\uff0c\u53bb\u590d\u5236\u5f7c\u6b64\u7684\u4f18\u52bf\u548c\u6218\u7565\uff0c\u8fd9\u5c31\u4f7f\u5f97\u5dee\u5f02\u5316\u8d8a\u6765\u8d8a\u96be\u4ee5\u5b9e\u73b0\u3002<\/p>\n\n\n\n
\u516c\u53f8\u4eec\u53d8\u5f97\u8d8a\u6765\u8d8a\u76f8\u4f3c\uff0c\u5229\u6da6\u7387\u4e5f\u968f\u4e4b\u964d\u4f4e\u3002\u89e3\u51b3\u8fd9\u4e00\u56f0\u5883\u7684\u6700\u4f73\u65b9\u6cd5\u662f\u57f9\u517b\u6218\u7565\u521b\u65b0\u80fd\u529b\u548c\u60f3\u8c61\u529b\u3002\u8fd9\u79cd\u80fd\u529b\u9700\u8981\u91c7\u7528\u5404\u79cd\u5de5\u5177\u3001\u6d41\u7a0b\u3001\u6280\u80fd\u548c\u65b9\u6cd5\uff0c\u4ee5\u8ba9\u516c\u53f8\u6bd4\u7ade\u4e89\u5bf9\u624b\u4ea7\u751f\u66f4\u591a\u66f4\u597d\u7684\u65b0\u60f3\u6cd5\u3002<\/p>\n\n\n\n
\u4e3a\u57f9\u517b\u8fd9\u79cd\u80fd\u529b\uff0c\u516c\u53f8\u5e94\u8be5\u52aa\u529b\u6253\u9020\u9f13\u821e\u4eba\u5fc3\u7684\u5de5\u4f5c\u7a7a\u95f4\uff0c\u5e2e\u52a9\u6fc0\u53d1\u65b0\u60f3\u6cd5\u548c\u57f9\u517b\u60f3\u8c61\u529b\u3002<\/p>\n\n\n\n
\u6700\u540e\uff0c\u516c\u53f8\u5fc5\u987b\u5bf9\u8d8b\u52bf\u4fdd\u6301\u8b66\u89c9\uff0c\u5e76\u968f\u65f6\u51c6\u5907\u597d\u5229\u7528\u5b83\u4eec\u3002<\/p>\n\n\n\n
\u5f53\u5e02\u573a\u9886\u5bfc\u8005\u4eec\u538c\u6076\u98ce\u9669\uff0c\u6267\u7740\u4e8e\u4fdd\u62a4\u73b0\u6709\u7684\u5e02\u573a\u548c\u7269\u8d28\u8d44\u6e90\uff0c\u5e76\u4e14\u5bf9\u6548\u7387\u548c\u5229\u6da6\u6bd4\u5bf9\u521b\u65b0\u66f4\u611f\u5174\u8da3\u65f6\uff0c\u5b83\u4eec\u5c31\u4f1a\u9519\u8fc7\u5927\u52bf\u6240\u8d8b\u7684\u673a\u4f1a\u3002<\/p>\n\n\n\n
\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n
What changes have taken place in the current consumer, enterprise and competitive environment, and what new capabilities have been endowed by the new reality? What qualities should a good CEO and CMO possess to cope with the upheaval in the next five years?
Philip Kotler, the father of modern marketing, gave his insights and ideas in Marketing Management (16th edition).<\/p>\n\n\n\n
— Kotler Growth Lab<\/p>\n\n\n\n
This post was put together by CXO Park<\/p>\n\n\n\n
Professor Philip Kotler, the father of modern marketing<\/p>\n\n\n\n
In the digital age, new business and marketing models are springing up in China and around the world. In response to the rapid change, Philip Kotler, the father of modern marketing, explained the seven functions that make up modern marketing management in the 21st century:<\/p>\n\n\n\n
Develop strategic marketing plan;<\/p>\n\n\n\n
Understand the market and capture market insights;<\/p>\n\n\n\n
Develop successful marketing strategies;<\/p>\n\n\n\n
Design market value;<\/p>\n\n\n\n
Communicate market value;<\/p>\n\n\n\n
Transfer market value;<\/p>\n\n\n\n
To manage growth in a socially responsible manner<\/p>\n\n\n\n
Based on this, Kotler makes three predictions for the new market environment in 2023:<\/h4>\n\n\n\n
New power for consumers<\/p>\n\n\n\n
With the development of information technology, communication technology and mobile technology, consumers today are able to make better choices and share preferences and opinions with people around the world.<\/p>\n\n\n\n
The company’s new capabilities<\/p>\n\n\n\n
Companies can use the Internet as a powerful information and sales channel, including personalized customized goods; It can collect more comprehensive and rich information about the market, consumers, potential consumers and competitors; Can improve procurement, recruitment, training and internal and external communication; It can increase cost efficiency.<\/p>\n\n\n\n
New competitive environment<\/p>\n\n\n\n
Customer-centric companies are marketing “experiences” rather than product categories; The traditional company restructures middlemen and transforms into a retailer combining physical stores and e-commerce by increasing online services. Branded manufacturers are under attack from retailers with strong sales power and own-store brands; Many strong brands have become super brands and extend into related product categories, they emerge in the intersection of two or more industries in new categories.<\/p>\n\n\n\n
What should ceos do to build marketing excellence companies?<\/h3>\n\n\n\n
So, in the next few years, marketing can almost decide whether a company lives or dies. A gentleman does not stand under a dangerous wall, as a manager, how to deal with it?<\/p>\n\n\n\n
David Packard, co-founder of Hewlett-Packard, once said, “Marketing is too important to be left to the Marketing Department\u2026 In a truly great marketing organization, you can’t tell who belongs to the Marketing Department. Everyone in the organization has to make decisions based on the impact on customers.”<\/p>\n\n\n\n
While marketing activities should not be grouped into one department, it is beneficial for many businesses to have an organizational unit that is responsible for company-wide marketing activities and manages day-to-day operations.<\/p>\n\n\n\n
The CEO recognizes that marketing builds a strong brand and loyal customer base, and that these intangibles contribute greatly to the value of the company. Many companies, both service and non-profit, now have cmos to put the marketing function on a more equal footing with other C-level executives, such as the CFO and CIO.<\/p>\n\n\n\n
What are the steps to creating a market – and customer-centric company<\/h4>\n\n\n\n
First, to create a true marketing organization, the CEO must convince senior management of the importance of customer focus.<\/p>\n\n\n\n
Second, hiring strong marketing talent is also critical. Most companies need a skilled CMO who not only runs the Marketing Department, but also respects and can influence the rest of top management.<\/p>\n\n\n\n
Third, given today’s rapidly changing marketplace, the CEO must promote a strong internal marketing training program to improve the company’s marketing skills. Many companies, such as McDonald’s, Unilever and Accenture, have centralized training programs.<\/p>\n\n\n\n
Fourth, the CEO should also ensure that the company’s reward system is aligned with its strategic goal of creating market value by building a satisfied, loyal customer base. The CEO should personally demonstrate strong customer commitment and reward those in the organization who do the same.<\/p>\n\n\n\n
Step 5: The CEO’s primary responsibility is to appoint a CMO who is responsible for marketing activities in the organization.<\/p>\n\n\n\n
Cmos are members of top management and usually report to the CEO. Senior marketing managers who are responsible for the various parts of the marketing strategy typically report to the CMO. Cmos lead all marketing functions in an organization, including product development, brand management, communications, market research and data analysis, sales, promotion, distribution management, pricing, and customer service.<\/p>\n\n\n\n
Five prerequisites for top cmos in the next five years<\/h3>\n\n\n\n
Besides being digitally literate, the challenge for cmos in today’s complex and challenging business environment is that there are many factors that make them successful.<\/p>\n\n\n\n
Cmos must have strong quantitative and qualitative skills; Must have an independent entrepreneurial attitude but work closely with other sectors; The “voice” of the consumer must be captured, along with a keen basic understanding of how marketing creates value.<\/p>\n\n\n\n
Two-thirds of the top cmos believe that marketing ROI will be the primary measure of their effectiveness over the next decade.<\/p>\n\n\n\n
Three drivers will change the role of cmos in the coming years:<\/p>\n\n\n\n
(1) Predictable market trends;<\/p>\n\n\n\n
(2) Changes in the role of top management;<\/p>\n\n\n\n
(3) Uncertainty of economic and organizational design.<\/p>\n\n\n\n
There are five priorities for a successful CMO: being the company’s future visionary, having adaptive marketing capabilities, winning the war for marketing talent, strengthening coordination with the sales department, and being accountable for the return on marketing spending.<\/p>\n\n\n\n
Perhaps the most important responsibility for any CMO is to integrate the customer perspective into the business decisions that affect any customer touch point (where the customer interacts directly or indirectly with the company). These customer insights must be increasingly global.<\/p>\n\n\n\n
The new marketing core keywords, customer orientation, creativity, use the trend<\/h2>\n\n\n\n
Thus, customer demand is the most core competitive asset in the future market. So how do you build a “customer-centric” company?<\/p>\n\n\n\n
Kotler also puts it in a new light:<\/h4>\n\n\n\n
Creating an exceptional customer experience is now a top priority for companies in almost every industry. The proliferation of products, services, and brands, the increase in consumer knowledge of the options available in the market, and the ability of consumers to influence the public perception of companies and their products all underscore the importance of building customer-oriented organizations.<\/p>\n\n\n\n
Most companies now realize that the path to creating stakeholder value begins with restructuring an organization focused on creating long-term customer value. The traditional organizational structure embraced by managers who believe that the customer is the only true “profit center” of the company is outdated; Companies that excel in marketing are moving to modern, customer-centric organizations.<\/p>\n\n\n\n
The company’s first priority is the customer; Then there are the front-line employees who meet, serve and satisfy those customers; Then there are the service managers, whose job is to support front-line employees so they can serve customers well; Finally, there is senior management, whose job is to hire and support good service managers.<\/p>\n\n\n\n
The key to developing a customer-oriented company is that managers at all levels must be personally involved in understanding, reaching out to, and serving customers.<\/p>\n\n\n\n
With the advent of digital technology, increasingly well-informed consumers expect companies to do more than connect with them, satisfy them and even please them. They expect companies to listen and respond to them.<\/p>\n\n\n\n
Today, every function of a business can interact directly with customers. Marketing departments must now integrate all processes involving customers so that customers see only one face and hear only one voice when they interact with the company.<\/p>\n\n\n\n
Right now, many companies are not really market – and customer-oriented. Instead, they are product – and sales-driven.<\/h4>\n\n\n\n
To be truly market-driven, you need to cultivate a company-wide passion for your customers, organize around customer segments rather than products, and understand your customers through qualitative and quantitative research.<\/p>\n\n\n\n
And, in addition to being customer-oriented, organizations must also be creative.<\/p>\n\n\n\n
Today’s companies are able to copy each other’s strengths and strategies at an increasing rate, which makes differentiation harder and harder to achieve.<\/p>\n\n\n\n
Companies are becoming more similar, and profit margins are shrinking. The best way to solve this dilemma is to cultivate the ability of strategic innovation and imagination. This ability requires the adoption of tools, processes, skills and methods that allow the company to generate more and better new ideas than its competitors.<\/p>\n\n\n\n
To foster this ability, companies should strive to create inspiring workspaces that help spark new ideas and foster imagination.<\/p>\n\n\n\n
Finally, companies must be alert to trends and ready to take advantage of them.<\/p>\n\n\n\n
When market leaders are risk-averse, obsessed with protecting existing markets and physical resources, and more interested in efficiency and profit than innovation, they miss the trend.<\/p>\n\n\n\n
<\/p>\n\n\n\n
\u5982\u9700\u52a0\u5165CXO UNION\uff08CXO\u8054\u76df\uff09<\/a>\u9ad8\u7ba1\u793e\u7fa4\uff0c\u8bf7\u8054\u7cfb\u793e\u7fa4\u5c0f\u4f19\u4f34\u54e6~<\/p>\n\n\n\n
$\"\"\/$ <\/figure>\n\n\n\n
\u672c\u6587\u7531CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09\u8f6c\u8f7d\u800c\u6210\uff0c\u6765\u6e90\u4e8e\u79d1\u7279\u52d2\u8425\u9500\u6218\u7565\uff1b\u7f16\u8f91\/\u7ffb\u8bd1\uff1aCXO UNIONCXO\u8054\u76df\u5c0f\u5b81\u6aac\u3002<\/p>\n\n\n\n
\u514d\u8d23\u58f0\u660e: \u672c\u7f51\u7ad9(http:\/\/www.cxounion.cn\/)\u5185\u5bb9\u4e3b\u8981\u6765\u81ea\u539f\u521b\u3001\u5408\u4f5c\u5a92\u4f53\u4f9b\u7a3f\u548c\u7b2c\u4e09\u65b9\u6295\u7a3f\uff0c\u51e1\u5728\u672c\u7f51\u7ad9\u51fa\u73b0\u7684\u4fe1\u606f\uff0c\u5747\u4ec5\u4f9b\u53c2\u8003\u3002\u672c\u7f51\u7ad9\u5c06\u5c3d\u529b\u786e\u4fdd\u6240\u63d0\u4f9b\u4fe1\u606f\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u4f46\u4e0d\u4fdd\u8bc1\u6709\u5173\u8d44\u6599\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u8bfb\u8005\u5728\u4f7f\u7528\u524d\u8bf7\u8fdb\u4e00\u6b65\u6838\u5b9e\uff0c\u5e76\u5bf9\u4efb\u4f55\u81ea\u4e3b\u51b3\u5b9a\u7684\u884c\u4e3a\u8d1f\u8d23\u3002\u672c\u7f51\u7ad9\u5bf9\u6709\u5173\u8d44\u6599\u6240\u5f15\u81f4\u7684\u9519\u8bef\u3001\u4e0d\u786e\u6216\u9057\u6f0f\uff0c\u6982\u4e0d\u8d1f\u4efb\u4f55\u6cd5\u5f8b\u8d23\u4efb\u3002<\/p>\n\n\n\n
\u672c\u7f51\u7ad9\u520a\u8f7d\u7684\u6240\u6709\u5185\u5bb9(\u5305\u62ec\u4f46\u4e0d\u4ec5\u9650\u6587\u5b57\u3001\u56fe\u7247\u3001LOGO\u3001\u97f3\u9891\u3001\u89c6\u9891\u3001\u8f6f\u4ef6\u3001\u7a0b\u5e8f\u7b49) \u7248\u6743\u5f52\u539f\u4f5c\u8005\u6240\u6709\u3002\u4efb\u4f55\u5355\u4f4d\u6216\u4e2a\u4eba\u8ba4\u4e3a\u672c\u7f51\u7ad9\u4e2d\u7684\u5185\u5bb9\u53ef\u80fd\u6d89\u5acc\u4fb5\u72af\u5176\u77e5\u8bc6\u4ea7\u6743\u6216\u5b58\u5728\u4e0d\u5b9e\u5185\u5bb9\u65f6\uff0c\u8bf7\u53ca\u65f6\u901a\u77e5\u672c\u7ad9\uff0c\u4e88\u4ee5\u5220\u9664\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"
\u5f53\u4e0b\u7684\u6d88\u8d39\u8005\u3001\u4f01\u4e1a\u3001\u7ade\u4e89\u73af\u5883\u53d1\u751f\u4e86\u600e\u6837\u7684\u53d8\u9769\uff0c\u65b0\u73b0\u5b9e\u8d4b\u4e88\u4e86\u5b83\u4eec\u54ea\u4e9b\u5168\u65b0\u7684\u80fd\u529b\uff1f\u5e94\u5bf9\u5267\u53d8\uff0c\u5728\u672a\u67655\u5e74\uff0c\u4e00\u4e2a\u4f18\u79c0\u7684CEO\u3001CMO\uff0c\u5e94\u8be5\u5177\u5907\u600e\u6837\u7684\u7d20\u8d28\uff1f<\/p>\n","protected":false},"author":1,"featured_media":3048,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,31,13],"tags":[55],"class_list":["post-3042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cmo","category-cxo","category-viewpoint","tag-55"],"_links":{"self":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/comments?post=3042"}],"version-history":[{"count":3,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042\/revisions"}],"predecessor-version":[{"id":3106,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042\/revisions\/3106"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media\/3048"}],"wp:attachment":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media?parent=3042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/categories?post=3042"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/tags?post=3042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u6559\u6388<\/figcaption><\/figure>\n\n\n\n
\u6570\u5b57\u65f6\u4ee3\uff0c\u5168\u65b0\u7684\u5546\u4e1a\u548c\u8425\u9500\u6a21\u5f0f\u5728\u4e2d\u56fd\u4e0e\u5168\u7403\uff0c\u6b63\u5982\u96e8\u540e\u6625\u7b0b\u822c\u6d8c\u73b0\u3002\u4e3a\u5e94\u5bf9\u6025\u901f\u5267\u53d8\uff0c\u201c\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u201d\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u9610\u91ca\u4e86\u6784\u621021\u4e16\u7eaa\u73b0\u4ee3\u8425\u9500\u7ba1\u7406\u76847\u79cd\u804c\u80fd\uff1a<\/p>\n\n\n\n
\n
\u5236\u8ba2\u6218\u7565\u8425\u9500\u8ba1\u5212\uff1b<\/li>\n\n\n\n
\u7406\u89e3\u5e02\u573a\u5e76\u6355\u6349\u5e02\u573a\u6d1e\u89c1\uff1b<\/li>\n\n\n\n
\u5236\u5b9a\u6210\u529f\u7684\u8425\u9500\u6218\u7565\uff1b<\/li>\n\n\n\n
\u8bbe\u8ba1\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u6c9f\u901a\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u4f20\u9012\u5e02\u573a\u4ef7\u503c\uff1b<\/li>\n\n\n\n
\u4ee5\u5bf9\u793e\u4f1a\u8d1f\u8d23\u7684\u65b9\u5f0f\u7ba1\u7406\u589e\u957f<\/li>\n<\/ul>\n\n\n\n
\u57fa\u4e8e\u6b64\uff0c\u79d1\u7279\u52d2\u5bf92023\u5e74\u5168\u65b0\u5e02\u573a\u73af\u5883\u505a\u51fa\u4e86\u4e09\u5927\u9884\u6d4b<\/strong>\uff1a<\/p>\n\n\n\n
**\u6d88\u8d39\u8005\u7684\u65b0\u80fd\u529b<\/p>\n\n\n\n**
\u968f\u7740\u4fe1\u606f\u6280\u672f\u3001\u901a\u4fe1\u6280\u672f\u548c\u79fb\u52a8\u6280\u672f\u7684\u53d1\u5c55\uff0c\u4eca\u5929\u7684\u6d88\u8d39\u8005\u80fd\u591f\u505a\u51fa\u66f4\u597d\u7684\u9009\u62e9\uff0c\u5e76\u4e0e\u4e16\u754c\u5404\u5730\u7684\u4eba\u4eec\u5206\u4eab\u559c\u597d\u548c\u610f\u89c1\u3002<\/p>\n\n\n\n
**\u516c\u53f8\u7684\u65b0\u80fd\u529b<\/p>\n\n\n\n**
\u516c\u53f8\u53ef\u4ee5\u5229\u7528\u4e92\u8054\u7f51\u4f5c\u4e3a\u4e00\u4e2a\u5f3a\u5927\u7684\u4fe1\u606f\u548c\u9500\u552e\u6e20\u9053\uff0c\u5305\u62ec\u4e2a\u6027\u5316\u5b9a\u5236\u5546\u54c1\uff1b\u53ef\u4ee5\u6536\u96c6\u66f4\u5168\u9762\u3001\u66f4\u4e30\u5bcc\u7684\u5e02\u573a\u3001\u6d88\u8d39\u8005\u3001\u6f5c\u5728\u6d88\u8d39\u8005\u548c\u7ade\u4e89\u5bf9\u624b\u7684\u4fe1\u606f\uff1b\u53ef\u4ee5\u6539\u5584\u91c7\u8d2d\u3001\u62db\u8058\u3001\u57f9\u8bad\u4ee5\u53ca\u5185\u5916\u90e8\u7684\u6c9f\u901a\uff1b\u53ef\u4ee5\u63d0\u9ad8\u6210\u672c\u6548\u7387\u3002<\/p>\n\n\n\n
**\u65b0\u7684\u7ade\u4e89\u73af\u5883<\/p>\n\n\n\n**
\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u516c\u53f8\uff0c\u6b63\u5728\u8425\u9500\u201c\u4f53\u9a8c\u201d\uff0c\u800c\u4e0d\u662f\u8425\u9500\u4ea7\u54c1\u79cd\u7c7b\uff1b\u4f20\u7edf\u516c\u53f8\u5f00\u5c55\u4e2d\u95f4\u5546\u91cd\u6784\uff0c\u901a\u8fc7\u589e\u52a0\u5728\u7ebf\u670d\u52a1\u7684\u65b9\u5f0f\u8f6c\u578b\u6210\u4e3a\u5b9e\u4f53\u5e97\u4e0e\u7535\u5b50\u5546\u52a1\u76f8\u7ed3\u5408\u7684\u96f6\u552e\u5546\uff1b\u54c1\u724c\u5236\u9020\u5546\u53d7\u5230\u6765\u81ea\u62e5\u6709\u5f3a\u5927\u9500\u552e\u80fd\u529b\u3001\u81ea\u6709\u5546\u5e97\u54c1\u724c\u7684\u96f6\u552e\u5546\u7684\u51b2\u51fb\uff1b\u8bb8\u591a\u5f3a\u5927\u7684\u54c1\u724c\u5df2\u7ecf\u6210\u4e3a\u8d85\u7ea7\u54c1\u724c\uff0c\u5e76\u5ef6\u4f38\u5230\u76f8\u5173\u7684\u4ea7\u54c1\u54c1\u7c7b\uff0c\u5b83\u4eec\u5728\u4e24\u4e2a\u6216\u66f4\u591a\u884c\u4e1a\u7684\u4ea4\u53c9\u9886\u57df\u51fa\u73b0\u7684\u65b0\u54c1\u7c7b\u3002<\/p>\n\n\n\n
\u4e00\u3001\u6253\u9020\u8425\u9500\u5353\u8d8a\u578b\u516c\u53f8<\/strong>\uff0cCEO\u4eec\u8be5\u5982\u4f55\u505a\uff1f<\/strong><\/h2>\n\n\n\n
\u7531\u6b64\u53ef\u89c1\uff0c\u672a\u6765\u51e0\u5e74\uff0c\u8425\u9500\u51e0\u4e4e\u80fd\u51b3\u5b9a\u516c\u53f8\u7684\u751f\u6b7b\u3002\u541b\u5b50\u4e0d\u7acb\u5371\u5899\u4e4b\u4e0b\uff0c\u4f5c\u4e3a\u7ba1\u7406\u8005\uff0c\u8be5\u5982\u4f55\u5e94\u5bf9\uff1f<\/p>\n\n\n\n
\u60e0\u666e\u516c\u53f8\u521b\u59cb\u4eba\u4e4b\u4e00\u6234\u7ef4\u00b7\u5e15\u5361\u5fb7\u66fe\u8bf4\uff1a\u201c\u8425\u9500\u592a\u91cd\u8981\u4e86\uff0c\u4e0d\u80fd\u53ea\u4ea4\u7ed9\u5e02\u573a\u8425\u9500\u90e8\u95e8\u2026\u2026\u5728\u4e00\u4e2a\u771f\u6b63\u4f1f\u5927\u7684\u8425\u9500\u7ec4\u7ec7\u4e2d\uff0c\u4f60\u65e0\u6cd5\u5206\u8fa8\u8c01\u5c5e\u4e8e\u5e02\u573a\u8425\u9500\u90e8\u95e8\u3002\u7ec4\u7ec7\u4e2d\u7684\u6bcf\u4e2a\u4eba\u90fd\u5fc5\u987b\u6839\u636e\u5bf9\u5ba2\u6237\u7684\u5f71\u54cd\u505a\u51fa\u51b3\u7b56\u3002\u201d<\/p>\n\n\n\n
\u867d\u7136\u8425\u9500\u6d3b\u52a8\u4e0d\u5e94\u8be5\u88ab\u5f52\u4e3a\u4e00\u4e2a\u90e8\u95e8\uff0c\u4f46\u62e5\u6709\u4e00\u4e2a\u8d1f\u8d23\u5168\u516c\u53f8\u8425\u9500\u6d3b\u52a8\u5e76\u7ba1\u7406\u65e5\u5e38\u8fd0\u8425\u7684\u7ec4\u7ec7\u5355\u5143\u5bf9\u4e8e\u5f88\u591a\u4f01\u4e1a\u800c\u8a00\u8fd8\u662f\u6709\u76ca\u7684\u3002<\/p>\n\n\n\n
CEO\u8ba4\u8bc6\u5230\uff0c\u8425\u9500\u53ef\u4ee5\u5efa\u7acb\u5f3a\u5927\u7684\u54c1\u724c\u548c\u5fe0\u8bda\u7684\u5ba2\u6237\u7fa4\uff0c\u8fd9\u4e9b\u65e0\u5f62\u8d44\u4ea7\u5bf9\u4e8e\u516c\u53f8\u4ef7\u503c\u6709\u5f88\u5927\u8d21\u732e\u3002\u8bb8\u591a\u516c\u53f8\uff0c\u5305\u62ec\u670d\u52a1\u578b\u548c\u975e\u8425\u5229\u6027\u516c\u53f8\uff0c\u73b0\u5728\u90fd\u8bbe\u6709 CMO\uff0c\u4ee5\u4f7f\u5f97\u8425\u9500\u804c\u80fd\u88ab\u653e\u5728\u4e0eCFO\uff08\u9996\u5e2d\u8d22\u52a1\u5b98\uff09\u548cCIO\uff08\u9996\u5e2d\u4fe1\u606f\u5b98\uff09\u7b49\u5176\u4ed6C\u7ea7\u9ad8\u5c42\u7ba1\u7406\u4eba\u5458\u66f4\u52a0\u5e73\u7b49\u7684\u5730\u4f4d\u3002<\/p>\n\n\n\n
\u521b\u5efa\u4ee5\u5e02\u573a\u548c\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u516c\u53f8\u6709\u54ea\u4e9b\u6b65\u9aa4<\/h3>\n\n\n\n
\u7b2c\u4e00\u6b65\uff0c\u8981\u521b\u5efa\u4e00\u4e2a\u771f\u6b63\u7684\u8425\u9500\u7ec4\u7ec7\uff0cCEO\u5fc5\u987b\u8ba9\u9ad8\u7ea7\u7ba1\u7406\u5c42\u76f8\u4fe1\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u91cd\u8981\u6027\u3002<\/p>\n\n\n\n
\u7b2c\u4e8c\u6b65\uff0c\u8058\u8bf7\u5f3a\u5927\u7684\u8425\u9500\u4eba\u624d\u4e5f\u81f3\u5173\u91cd\u8981\u3002\u5927\u591a\u6570\u516c\u53f8\u90fd\u9700\u8981\u4e00\u4f4d\u6280\u672f\u5a34\u719f\u7684CMO\uff0c\u4ed6\u4e0d\u4ec5\u8981\u7ba1\u7406\u5e02\u573a\u8425\u9500\u90e8\u95e8\uff0c\u8fd8\u8981\u5c0a\u91cd\u5e76\u80fd\u591f\u5f71\u54cd\u6700\u9ad8\u7ba1\u7406\u5c42\u7684\u5176\u4ed6\u6210\u5458\u3002<\/p>\n\n\n\n
\u7b2c\u4e09\u6b65\uff0c\u9274\u4e8e\u5f53\u4eca\u5e02\u573a\u5f62\u52bf\u77ac\u606f\u4e07\u53d8\uff0cCEO\u5fc5\u987b\u63a8\u52a8\u5efa\u7acb\u5f3a\u5927\u7684\u5185\u90e8\u8425\u9500\u57f9\u8bad\u9879\u76ee\uff0c\u4ee5\u63d0\u9ad8\u516c\u53f8\u7684\u8425\u9500\u6280\u80fd\u3002\u8bb8\u591a\u516c\u53f8\uff0c\u5982\u9ea6\u5f53\u52b3\u3001\u8054\u5408\u5229\u534e\uff08Unilever\uff09\u548c\u57c3\u68ee\u54f2\uff0c\u90fd\u96c6\u4e2d\u8bbe\u7f6e\u4e86\u8fd9\u6837\u7684\u57f9\u8bad\u9879\u76ee\u3002<\/p>\n\n\n\n
\u7b2c\u56db\u6b65\uff0cCEO\u8fd8\u5e94\u786e\u4fdd\u516c\u53f8\u7684\u5956\u52b1\u5236\u5ea6\u4e0e\u5176\u901a\u8fc7\u5efa\u7acb\u6ee1\u610f\u3001\u5fe0\u8bda\u7684\u5ba2\u6237\u7fa4\u6765\u521b\u9020\u5e02\u573a\u4ef7\u503c\u7684\u6218\u7565\u76ee\u6807\u4fdd\u6301\u4e00\u81f4\u3002CEO \u5e94\u4eb2\u81ea\u793a\u8303\u5f3a\u6709\u529b\u7684\u5ba2\u6237\u627f\u8bfa\uff0c\u5e76\u5956\u52b1\u7ec4\u7ec7\u4e2d\u540c\u6837\u8fd9\u6837\u505a\u7684\u4eba\u3002<\/p>\n\n\n\n
\u7b2c\u4e94\u6b65\uff0cCEO \u7684\u4e3b\u8981\u804c\u8d23\u662f\u4efb\u547d\u4e00\u540d CMO\uff0c\u603b\u8d1f\u8d23\u7ec4\u7ec7\u4e2d\u7684\u8425\u9500\u6d3b\u52a8\u3002<\/p>\n\n\n\n
CMO\u662f\u6700\u9ad8\u7ba1\u7406\u5c42\u7684\u6210\u5458\uff0c\u901a\u5e38\u5411 CEO \u6c47\u62a5\u5de5\u4f5c\u3002\u8d1f\u8d23\u8425\u9500\u7b56\u7565\u5404\u4e2a\u90e8\u5206\u7684\u9ad8\u7ea7\u8425\u9500\u7ecf\u7406\u901a\u5e38\u5411CMO\u62a5\u544a\u3002CMO\u7edf\u9886\u7ec4\u7ec7\u4e2d\u7684\u6240\u6709\u8425\u9500\u804c\u80fd\uff0c\u5305\u62ec\u4ea7\u54c1\u5f00\u53d1\u3001\u54c1\u724c\u7ba1\u7406\u3001\u6c9f\u901a\u3001\u5e02\u573a\u7814\u7a76\u548c\u6570\u636e\u5206\u6790\u3001\u9500\u552e\u3001\u4fc3\u9500\u3001\u5206\u9500\u7ba1\u7406\u3001\u5b9a\u4ef7\u548c\u5ba2\u6237\u670d\u52a1\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u4e8c\u3001\u672a\u6765\u4e94\u5e74<\/strong>\uff0c\u9876\u7ea7CMO\u5e94\u5177\u5907\u7684\u4e94\u5927\u5148\u51b3\u6761\u4ef6<\/strong><\/h2>\n\n\n\n
\u5728\u5f53\u4e0b\u590d\u6742\u591a\u53d8\u4e14\u4e25\u9177\u7684\u5546\u4e1a\u73af\u5883\u4e0b\uff0cCMO\u9664\u987b\u5177\u5907\u826f\u597d\u7684\u6570\u5b57\u6280\u672f\u7d20\u517b\u4e4b\u5916\uff0c\u4ed6\u4eec\u9762\u4e34\u7684\u6311\u6218\u662f\uff1a\u6210\u529f\u56e0\u7d20\u591a\u79cd\u591a\u6837\u3002<\/p>\n\n\n\n
CMO\u5fc5\u987b\u5177\u5907\u5f3a\u5927\u7684\u5b9a\u91cf\u548c\u5b9a\u6027\u6280\u80fd\uff1b\u5fc5\u987b\u5177\u6709\u72ec\u7acb\u7684\u4f01\u4e1a\u5bb6\u6001\u5ea6\uff0c\u4f46\u53c8\u4e0e\u5176\u4ed6\u90e8\u95e8\u5bc6\u5207\u5408\u4f5c\uff1b\u5fc5\u987b\u6355\u6349\u6d88\u8d39\u8005\u7684\u201c\u58f0\u97f3\u201d\uff0c\u540c\u65f6\u5bf9\u8425\u9500\u5982\u4f55\u521b\u9020\u4ef7\u503c\u6709\u654f\u9510\u7684\u57fa\u672c\u8ba4\u77e5\u3002<\/p>\n\n\n\n
\u4e09\u5206\u4e4b\u4e8c\u7684\u9876\u7ea7CMO\u8ba4\u4e3a\uff0c\u5728\u672a\u6765\u5341\u5e74\uff0c\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\u5c06\u662f\u8861\u91cf\u5176\u5de5\u4f5c\u6210\u6548\u7684\u4e3b\u8981\u6307\u6807\u3002<\/p>\n\n\n\n
\u672a\u6765\u51e0\u5e74\uff0c\u4e09\u4e2a\u9a71\u52a8\u56e0\u7d20\u5c06\u6539\u53d8CMO\u7684\u89d2\u8272\uff1a<\/p>\n\n\n\n
\uff081\uff09\u53ef\u9884\u6d4b\u7684\u5e02\u573a\u8d8b\u52bf\uff1b<\/p>\n\n\n\n
\uff082\uff09\u6700\u9ad8\u7ba1\u7406\u5c42\u89d2\u8272\u7684\u53d8\u5316\uff1b<\/p>\n\n\n\n
\uff083\uff09\u7ecf\u6d4e\u548c\u7ec4\u7ec7\u8bbe\u8ba1\u7684\u4e0d\u786e\u5b9a\u6027\u3002<\/p>\n\n\n\n
\u800c\u6210\u529fCMO\u9700\u8981\u5177\u5907\u7684\u4e94\u4e2a\u4f18\u5148\u6761\u4ef6\uff1a\u6210\u4e3a\u516c\u53f8\u672a\u6765\u7684\u8fdc\u89c1\u8005\uff0c\u5177\u5907\u9002\u5e94\u6027\u7684\u8425\u9500\u80fd\u529b\uff0c\u8d62\u5f97\u8425\u9500\u4eba\u624d\u4e4b\u6218\uff0c\u52a0\u5f3a\u4e0e\u9500\u552e\u90e8\u95e8\u7684\u534f\u8c03\uff0c\u4ee5\u53ca\u5bf9\u8425\u9500\u652f\u51fa\u7684\u56de\u62a5\u8d1f\u8d23\u3002<\/p>\n\n\n\n
\u5bf9\u4efb\u4f55CMO\u800c\u8a00\uff0c\u6700\u91cd\u8981\u7684\u804c\u8d23\u53ef\u80fd\u662f\u2014\u2014\u5c06\u5ba2\u6237\u89c6\u89d2\u878d\u5165\u5f71\u54cd\u4efb\u4f55\u5ba2\u6237\u63a5\u89e6\u70b9\uff08\u5ba2\u6237\u76f4\u63a5\u6216\u95f4\u63a5\u4e0e\u516c\u53f8\u4e92\u52a8\uff09\u7684\u4e1a\u52a1\u51b3\u7b56\u3002\u8fd9\u4e9b\u5ba2\u6237\u6d1e\u5bdf\u529b\u5fc5\u987b\u8d8a\u6765\u8d8a\u5177\u6709\u5168\u7403\u89c6\u91ce\u3002<\/p>\n\n\n\n
\u4e09\u3001\u65b0\u8425\u9500\u6838\u5fc3\u5173\u952e\u8bcd<\/strong>\uff0c\u5ba2\u6237\u5bfc\u5411\u3001\u521b\u9020\u529b\u3001\u5584\u7528\u8d8b\u52bf<\/strong><\/h2>\n\n\n\n
\u7531\u6b64\u53ef\u89c1\uff0c\u5ba2\u6237\u9700\u6c42\u662f\u672a\u6765\u5e02\u573a\u6700\u6838\u5fc3\u7684\u7ade\u4e89\u8d44\u4ea7\u3002\u90a3\u4e48\uff0c\u7a76\u7adf\u8be5\u5982\u4f55\u6253\u9020\u4e00\u5bb6\u201c\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u201d\u516c\u53f8\uff1f<\/p>\n\n\n\n
\u79d1\u7279\u52d2\u4e5f\u5bf9\u6b64\u8fdb\u884c\u4e86\u5168\u65b0\u7684\u8bba\u8ff0\uff1a<\/p>\n\n\n\n
\u76ee\u524d\uff0c\u521b\u9020\u5353\u8d8a\u7684\u5ba2\u6237\u4f53\u9a8c\u51e0\u4e4e\u6210\u4e3a\u5404\u884c\u5404\u4e1a\u516c\u53f8\u7684\u9996\u8981\u4efb\u52a1\u3002\u4ea7\u54c1\u3001\u670d\u52a1\u548c\u54c1\u724c\u7684\u6fc0\u589e\uff0c\u6d88\u8d39\u8005\u5bf9\u5e02\u573a\u53ef\u9009\u4ea7\u54c1\u7684\u77e5\u8bc6\u7684\u589e\u52a0\uff0c\u4ee5\u53ca\u6d88\u8d39\u8005\u6709\u80fd\u529b\u5f71\u54cd\u516c\u4f17\u5bf9\u516c\u53f8\u53ca\u5176\u4ea7\u54c1\u7684\u770b\u6cd5\uff0c\u6240\u6709\u8fd9\u4e9b\u90fd\u5728\u5f3a\u8c03\u5efa\u7acb\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\u7684\u7ec4\u7ec7\u7684\u91cd\u8981\u6027\u3002<\/p>\n\n\n\n
\u5927\u591a\u6570\u516c\u53f8\u73b0\u5728\u610f\u8bc6\u5230\uff0c\u521b\u9020\u5229\u76ca\u76f8\u5173\u8005\u4ef7\u503c\u7684\u8def\u5f84\uff0c\u59cb\u4e8e\u91cd\u6784\u4e00\u4e2a\u4e13\u6ce8\u4e8e\u521b\u9020\u957f\u671f\u5ba2\u6237\u4ef7\u503c\u7684\u7ec4\u7ec7\u3002\u90a3\u4e9b\u8ba4\u4e3a\u5ba2\u6237\u662f\u516c\u53f8\u552f\u4e00\u771f\u6b63\u7684\u201c\u5229\u6da6\u4e2d\u5fc3\u201d\u7684\u7ecf\u7406\u6240\u8ba4\u540c\u7684\u4f20\u7edf\u7ec4\u7ec7\u7ed3\u6784\u5df2\u7ecf\u8fc7\u65f6\u4e86\uff1b\u800c\u8425\u9500\u5353\u8d8a\u7684\u516c\u53f8\uff0c\u6b63\u5728\u8f6c\u53d8\u4e3a\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u73b0\u4ee3\u7ec4\u7ec7\u67b6\u6784\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u516c\u53f8\u7684\u9996\u8981\u4efb\u52a1\u662f\u5ba2\u6237\uff1b\u5176\u6b21\u662f\u9047\u89c1\u3001\u670d\u52a1\u548c\u6ee1\u8db3\u8fd9\u4e9b\u5ba2\u6237\u7684\u4e00\u7ebf\u5458\u5de5\uff1b\u7136\u540e\u662f\u670d\u52a1\u7ecf\u7406\uff0c\u4ed6\u4eec\u7684\u5de5\u4f5c\u662f\u652f\u6301\u4e00\u7ebf\u5458\u5de5\uff0c\u4ee5\u4fbf\u4ed6\u4eec\u80fd\u591f\u5f88\u597d\u5730\u4e3a\u5ba2\u6237\u670d\u52a1\uff1b\u6700\u540e\u662f\u9ad8\u7ea7\u7ba1\u7406\u5c42\uff0c\u4ed6\u4eec\u7684\u5de5\u4f5c\u662f\u96c7\u7528\u548c\u652f\u6301\u4f18\u79c0\u7684\u670d\u52a1\u7ecf\u7406\u3002<\/p>\n\n\n\n
\u53d1\u5c55\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\u7684\u516c\u53f8\u7684\u5173\u952e\u662f\u5404\u7ea7\u7ba1\u7406\u8005\u5fc5\u987b\u4eb2\u81ea\u53c2\u4e0e\u4e86\u89e3\u3001\u63a5\u89e6\u548c\u670d\u52a1\u5ba2\u6237\u3002<\/p>\n\n\n\n
$\"\"$ <\/figure>\n\n\n\n
\u6570\u5b57\u6280\u672f\u843d\u5730\u5e94\u7528\u7684\u4eca\u5929\uff0c\u77e5\u60c5\u80fd\u529b\u8d8a\u6765\u8d8a\u9ad8\u7684\u6d88\u8d39\u8005\u4eec\uff0c\u671f\u671b\u516c\u53f8\u505a\u7684\u4e0d\u4ec5\u4ec5\u662f\u4e0e\u4ed6\u4eec\u8054\u7cfb\uff0c\u6ee1\u8db3\u751a\u81f3\u53d6\u60a6\u4ed6\u4eec\uff0c\u4ed6\u4eec\u66f4\u5e0c\u671b\u516c\u53f8\u503e\u542c\u5e76\u56de\u5e94\u4ed6\u4eec\u3002<\/p>\n\n\n\n
\u5982\u4eca\uff0c\u4f01\u4e1a\u7684\u6bcf\u4e2a\u804c\u80fd\u90e8\u95e8\u90fd\u53ef\u4ee5\u76f4\u63a5\u4e0e\u5ba2\u6237\u4e92\u52a8\u3002\u8425\u9500\u90e8\u95e8\u73b0\u5728\u5fc5\u987b\u6574\u5408\u6240\u6709\u6d89\u53ca\u5ba2\u6237\u7684\u6d41\u7a0b\uff0c\u4ee5\u4fbf\u5ba2\u6237\u5728\u4e0e\u516c\u53f8\u4e92\u52a8\u65f6\u53ea\u770b\u5230\u4e00\u5f20\u8138\uff0c\u53ea\u542c\u5230\u4e00\u4e2a\u58f0\u97f3\u3002<\/p>\n\n\n\n
\u5f53\u4e0b\uff0c\u5176\u5b9e\u8bb8\u591a\u516c\u53f8\u8fd8\u6ca1\u6709\u771f\u6b63\u505a\u5230\u4ee5\u5e02\u573a\u548c\u5ba2\u6237\u4e3a\u5bfc\u5411\u3002\u76f8\u53cd\uff0c\u5b83\u4eec\u662f\u4ee5\u4ea7\u54c1\u548c\u9500\u552e\u4e3a\u9a71\u52a8\u7684\u3002<\/p>\n\n\n\n
\u60f3\u6210\u4e3a\u771f\u6b63\u7684\u5e02\u573a\u9a71\u52a8\u578b\u516c\u53f8\uff0c\u9700\u8981\u57f9\u517b\u5168\u516c\u53f8\u5bf9\u5ba2\u6237\u7684\u70ed\u60c5\uff0c\u56f4\u7ed5\u5ba2\u6237\u7ec6\u5206\u5e02\u573a\u800c\u4e0d\u662f\u4ea7\u54c1\u8fdb\u884c\u7ec4\u7ec7\uff0c\u5e76\u901a\u8fc7\u5b9a\u6027\u548c\u5b9a\u91cf\u7814\u7a76\u4e86\u89e3\u5ba2\u6237\u3002<\/p>\n\n\n\n
\u5e76\u4e14\uff0c\u9664\u53bb\u4ee5\u5ba2\u6237\u4e3a\u5bfc\u5411\uff0c\u7ec4\u7ec7\u8fd8\u5fc5\u987b\u5177\u6709\u521b\u9020\u6027\u3002<\/p>\n\n\n\n
\u5f53\u4e0b\u7684\u516c\u53f8\uff0c\u80fd\u591f\u4ee5\u8d8a\u6765\u8d8a\u5feb\u7684\u901f\u5ea6\uff0c\u53bb\u590d\u5236\u5f7c\u6b64\u7684\u4f18\u52bf\u548c\u6218\u7565\uff0c\u8fd9\u5c31\u4f7f\u5f97\u5dee\u5f02\u5316\u8d8a\u6765\u8d8a\u96be\u4ee5\u5b9e\u73b0\u3002<\/p>\n\n\n\n
\u516c\u53f8\u4eec\u53d8\u5f97\u8d8a\u6765\u8d8a\u76f8\u4f3c\uff0c\u5229\u6da6\u7387\u4e5f\u968f\u4e4b\u964d\u4f4e\u3002\u89e3\u51b3\u8fd9\u4e00\u56f0\u5883\u7684\u6700\u4f73\u65b9\u6cd5\u662f\u57f9\u517b\u6218\u7565\u521b\u65b0\u80fd\u529b\u548c\u60f3\u8c61\u529b\u3002\u8fd9\u79cd\u80fd\u529b\u9700\u8981\u91c7\u7528\u5404\u79cd\u5de5\u5177\u3001\u6d41\u7a0b\u3001\u6280\u80fd\u548c\u65b9\u6cd5\uff0c\u4ee5\u8ba9\u516c\u53f8\u6bd4\u7ade\u4e89\u5bf9\u624b\u4ea7\u751f\u66f4\u591a\u66f4\u597d\u7684\u65b0\u60f3\u6cd5\u3002<\/p>\n\n\n\n
\u4e3a\u57f9\u517b\u8fd9\u79cd\u80fd\u529b\uff0c\u516c\u53f8\u5e94\u8be5\u52aa\u529b\u6253\u9020\u9f13\u821e\u4eba\u5fc3\u7684\u5de5\u4f5c\u7a7a\u95f4\uff0c\u5e2e\u52a9\u6fc0\u53d1\u65b0\u60f3\u6cd5\u548c\u57f9\u517b\u60f3\u8c61\u529b\u3002<\/p>\n\n\n\n
\u6700\u540e\uff0c\u516c\u53f8\u5fc5\u987b\u5bf9\u8d8b\u52bf\u4fdd\u6301\u8b66\u89c9\uff0c\u5e76\u968f\u65f6\u51c6\u5907\u597d\u5229\u7528\u5b83\u4eec\u3002<\/p>\n\n\n\n
\u5f53\u5e02\u573a\u9886\u5bfc\u8005\u4eec\u538c\u6076\u98ce\u9669\uff0c\u6267\u7740\u4e8e\u4fdd\u62a4\u73b0\u6709\u7684\u5e02\u573a\u548c\u7269\u8d28\u8d44\u6e90\uff0c\u5e76\u4e14\u5bf9\u6548\u7387\u548c\u5229\u6da6\u6bd4\u5bf9\u521b\u65b0\u66f4\u611f\u5174\u8da3\u65f6\uff0c\u5b83\u4eec\u5c31\u4f1a\u9519\u8fc7\u5927\u52bf\u6240\u8d8b\u7684\u673a\u4f1a\u3002<\/p>\n\n\n\n
\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n
What changes have taken place in the current consumer, enterprise and competitive environment, and what new capabilities have been endowed by the new reality? What qualities should a good CEO and CMO possess to cope with the upheaval in the next five years?
Philip Kotler, the father of modern marketing, gave his insights and ideas in Marketing Management (16th edition).<\/p>\n\n\n\n
— Kotler Growth Lab<\/p>\n\n\n\n
This post was put together by CXO Park<\/p>\n\n\n\n
Professor Philip Kotler, the father of modern marketing<\/p>\n\n\n\n
In the digital age, new business and marketing models are springing up in China and around the world. In response to the rapid change, Philip Kotler, the father of modern marketing, explained the seven functions that make up modern marketing management in the 21st century:<\/p>\n\n\n\n
Develop strategic marketing plan;<\/p>\n\n\n\n
Understand the market and capture market insights;<\/p>\n\n\n\n
Develop successful marketing strategies;<\/p>\n\n\n\n
Design market value;<\/p>\n\n\n\n
Communicate market value;<\/p>\n\n\n\n
Transfer market value;<\/p>\n\n\n\n
To manage growth in a socially responsible manner<\/p>\n\n\n\n
Based on this, Kotler makes three predictions for the new market environment in 2023:<\/h4>\n\n\n\n
New power for consumers<\/p>\n\n\n\n
With the development of information technology, communication technology and mobile technology, consumers today are able to make better choices and share preferences and opinions with people around the world.<\/p>\n\n\n\n
The company’s new capabilities<\/p>\n\n\n\n
Companies can use the Internet as a powerful information and sales channel, including personalized customized goods; It can collect more comprehensive and rich information about the market, consumers, potential consumers and competitors; Can improve procurement, recruitment, training and internal and external communication; It can increase cost efficiency.<\/p>\n\n\n\n
New competitive environment<\/p>\n\n\n\n
Customer-centric companies are marketing “experiences” rather than product categories; The traditional company restructures middlemen and transforms into a retailer combining physical stores and e-commerce by increasing online services. Branded manufacturers are under attack from retailers with strong sales power and own-store brands; Many strong brands have become super brands and extend into related product categories, they emerge in the intersection of two or more industries in new categories.<\/p>\n\n\n\n
What should ceos do to build marketing excellence companies?<\/h3>\n\n\n\n
So, in the next few years, marketing can almost decide whether a company lives or dies. A gentleman does not stand under a dangerous wall, as a manager, how to deal with it?<\/p>\n\n\n\n
David Packard, co-founder of Hewlett-Packard, once said, “Marketing is too important to be left to the Marketing Department\u2026 In a truly great marketing organization, you can’t tell who belongs to the Marketing Department. Everyone in the organization has to make decisions based on the impact on customers.”<\/p>\n\n\n\n
While marketing activities should not be grouped into one department, it is beneficial for many businesses to have an organizational unit that is responsible for company-wide marketing activities and manages day-to-day operations.<\/p>\n\n\n\n
The CEO recognizes that marketing builds a strong brand and loyal customer base, and that these intangibles contribute greatly to the value of the company. Many companies, both service and non-profit, now have cmos to put the marketing function on a more equal footing with other C-level executives, such as the CFO and CIO.<\/p>\n\n\n\n
What are the steps to creating a market – and customer-centric company<\/h4>\n\n\n\n
First, to create a true marketing organization, the CEO must convince senior management of the importance of customer focus.<\/p>\n\n\n\n
Second, hiring strong marketing talent is also critical. Most companies need a skilled CMO who not only runs the Marketing Department, but also respects and can influence the rest of top management.<\/p>\n\n\n\n
Third, given today’s rapidly changing marketplace, the CEO must promote a strong internal marketing training program to improve the company’s marketing skills. Many companies, such as McDonald’s, Unilever and Accenture, have centralized training programs.<\/p>\n\n\n\n
Fourth, the CEO should also ensure that the company’s reward system is aligned with its strategic goal of creating market value by building a satisfied, loyal customer base. The CEO should personally demonstrate strong customer commitment and reward those in the organization who do the same.<\/p>\n\n\n\n
Step 5: The CEO’s primary responsibility is to appoint a CMO who is responsible for marketing activities in the organization.<\/p>\n\n\n\n
Cmos are members of top management and usually report to the CEO. Senior marketing managers who are responsible for the various parts of the marketing strategy typically report to the CMO. Cmos lead all marketing functions in an organization, including product development, brand management, communications, market research and data analysis, sales, promotion, distribution management, pricing, and customer service.<\/p>\n\n\n\n
Five prerequisites for top cmos in the next five years<\/h3>\n\n\n\n
Besides being digitally literate, the challenge for cmos in today’s complex and challenging business environment is that there are many factors that make them successful.<\/p>\n\n\n\n
Cmos must have strong quantitative and qualitative skills; Must have an independent entrepreneurial attitude but work closely with other sectors; The “voice” of the consumer must be captured, along with a keen basic understanding of how marketing creates value.<\/p>\n\n\n\n
Two-thirds of the top cmos believe that marketing ROI will be the primary measure of their effectiveness over the next decade.<\/p>\n\n\n\n
Three drivers will change the role of cmos in the coming years:<\/p>\n\n\n\n
(1) Predictable market trends;<\/p>\n\n\n\n
(2) Changes in the role of top management;<\/p>\n\n\n\n
(3) Uncertainty of economic and organizational design.<\/p>\n\n\n\n
There are five priorities for a successful CMO: being the company’s future visionary, having adaptive marketing capabilities, winning the war for marketing talent, strengthening coordination with the sales department, and being accountable for the return on marketing spending.<\/p>\n\n\n\n
Perhaps the most important responsibility for any CMO is to integrate the customer perspective into the business decisions that affect any customer touch point (where the customer interacts directly or indirectly with the company). These customer insights must be increasingly global.<\/p>\n\n\n\n
The new marketing core keywords, customer orientation, creativity, use the trend<\/h2>\n\n\n\n
Thus, customer demand is the most core competitive asset in the future market. So how do you build a “customer-centric” company?<\/p>\n\n\n\n
Kotler also puts it in a new light:<\/h4>\n\n\n\n
Creating an exceptional customer experience is now a top priority for companies in almost every industry. The proliferation of products, services, and brands, the increase in consumer knowledge of the options available in the market, and the ability of consumers to influence the public perception of companies and their products all underscore the importance of building customer-oriented organizations.<\/p>\n\n\n\n
Most companies now realize that the path to creating stakeholder value begins with restructuring an organization focused on creating long-term customer value. The traditional organizational structure embraced by managers who believe that the customer is the only true “profit center” of the company is outdated; Companies that excel in marketing are moving to modern, customer-centric organizations.<\/p>\n\n\n\n
The company’s first priority is the customer; Then there are the front-line employees who meet, serve and satisfy those customers; Then there are the service managers, whose job is to support front-line employees so they can serve customers well; Finally, there is senior management, whose job is to hire and support good service managers.<\/p>\n\n\n\n
The key to developing a customer-oriented company is that managers at all levels must be personally involved in understanding, reaching out to, and serving customers.<\/p>\n\n\n\n
With the advent of digital technology, increasingly well-informed consumers expect companies to do more than connect with them, satisfy them and even please them. They expect companies to listen and respond to them.<\/p>\n\n\n\n
Today, every function of a business can interact directly with customers. Marketing departments must now integrate all processes involving customers so that customers see only one face and hear only one voice when they interact with the company.<\/p>\n\n\n\n
Right now, many companies are not really market – and customer-oriented. Instead, they are product – and sales-driven.<\/h4>\n\n\n\n
To be truly market-driven, you need to cultivate a company-wide passion for your customers, organize around customer segments rather than products, and understand your customers through qualitative and quantitative research.<\/p>\n\n\n\n
And, in addition to being customer-oriented, organizations must also be creative.<\/p>\n\n\n\n
Today’s companies are able to copy each other’s strengths and strategies at an increasing rate, which makes differentiation harder and harder to achieve.<\/p>\n\n\n\n
Companies are becoming more similar, and profit margins are shrinking. The best way to solve this dilemma is to cultivate the ability of strategic innovation and imagination. This ability requires the adoption of tools, processes, skills and methods that allow the company to generate more and better new ideas than its competitors.<\/p>\n\n\n\n
To foster this ability, companies should strive to create inspiring workspaces that help spark new ideas and foster imagination.<\/p>\n\n\n\n
Finally, companies must be alert to trends and ready to take advantage of them.<\/p>\n\n\n\n
When market leaders are risk-averse, obsessed with protecting existing markets and physical resources, and more interested in efficiency and profit than innovation, they miss the trend.<\/p>\n\n\n\n
<\/p>\n\n\n\n
\u5982\u9700\u52a0\u5165CXO UNION\uff08CXO\u8054\u76df\uff09<\/a>\u9ad8\u7ba1\u793e\u7fa4\uff0c\u8bf7\u8054\u7cfb\u793e\u7fa4\u5c0f\u4f19\u4f34\u54e6~<\/p>\n\n\n\n
$\"\"\/$ <\/figure>\n\n\n\n
\u672c\u6587\u7531CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09\u8f6c\u8f7d\u800c\u6210\uff0c\u6765\u6e90\u4e8e\u79d1\u7279\u52d2\u8425\u9500\u6218\u7565\uff1b\u7f16\u8f91\/\u7ffb\u8bd1\uff1aCXO UNIONCXO\u8054\u76df\u5c0f\u5b81\u6aac\u3002<\/p>\n\n\n\n
\u514d\u8d23\u58f0\u660e: \u672c\u7f51\u7ad9(http:\/\/www.cxounion.cn\/)\u5185\u5bb9\u4e3b\u8981\u6765\u81ea\u539f\u521b\u3001\u5408\u4f5c\u5a92\u4f53\u4f9b\u7a3f\u548c\u7b2c\u4e09\u65b9\u6295\u7a3f\uff0c\u51e1\u5728\u672c\u7f51\u7ad9\u51fa\u73b0\u7684\u4fe1\u606f\uff0c\u5747\u4ec5\u4f9b\u53c2\u8003\u3002\u672c\u7f51\u7ad9\u5c06\u5c3d\u529b\u786e\u4fdd\u6240\u63d0\u4f9b\u4fe1\u606f\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u4f46\u4e0d\u4fdd\u8bc1\u6709\u5173\u8d44\u6599\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u8bfb\u8005\u5728\u4f7f\u7528\u524d\u8bf7\u8fdb\u4e00\u6b65\u6838\u5b9e\uff0c\u5e76\u5bf9\u4efb\u4f55\u81ea\u4e3b\u51b3\u5b9a\u7684\u884c\u4e3a\u8d1f\u8d23\u3002\u672c\u7f51\u7ad9\u5bf9\u6709\u5173\u8d44\u6599\u6240\u5f15\u81f4\u7684\u9519\u8bef\u3001\u4e0d\u786e\u6216\u9057\u6f0f\uff0c\u6982\u4e0d\u8d1f\u4efb\u4f55\u6cd5\u5f8b\u8d23\u4efb\u3002<\/p>\n\n\n\n
\u672c\u7f51\u7ad9\u520a\u8f7d\u7684\u6240\u6709\u5185\u5bb9(\u5305\u62ec\u4f46\u4e0d\u4ec5\u9650\u6587\u5b57\u3001\u56fe\u7247\u3001LOGO\u3001\u97f3\u9891\u3001\u89c6\u9891\u3001\u8f6f\u4ef6\u3001\u7a0b\u5e8f\u7b49) \u7248\u6743\u5f52\u539f\u4f5c\u8005\u6240\u6709\u3002\u4efb\u4f55\u5355\u4f4d\u6216\u4e2a\u4eba\u8ba4\u4e3a\u672c\u7f51\u7ad9\u4e2d\u7684\u5185\u5bb9\u53ef\u80fd\u6d89\u5acc\u4fb5\u72af\u5176\u77e5\u8bc6\u4ea7\u6743\u6216\u5b58\u5728\u4e0d\u5b9e\u5185\u5bb9\u65f6\uff0c\u8bf7\u53ca\u65f6\u901a\u77e5\u672c\u7ad9\uff0c\u4e88\u4ee5\u5220\u9664\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"
\u5f53\u4e0b\u7684\u6d88\u8d39\u8005\u3001\u4f01\u4e1a\u3001\u7ade\u4e89\u73af\u5883\u53d1\u751f\u4e86\u600e\u6837\u7684\u53d8\u9769\uff0c\u65b0\u73b0\u5b9e\u8d4b\u4e88\u4e86\u5b83\u4eec\u54ea\u4e9b\u5168\u65b0\u7684\u80fd\u529b\uff1f\u5e94\u5bf9\u5267\u53d8\uff0c\u5728\u672a\u67655\u5e74\uff0c\u4e00\u4e2a\u4f18\u79c0\u7684CEO\u3001CMO\uff0c\u5e94\u8be5\u5177\u5907\u600e\u6837\u7684\u7d20\u8d28\uff1f<\/p>\n","protected":false},"author":1,"featured_media":3048,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,31,13],"tags":[55],"class_list":["post-3042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cmo","category-cxo","category-viewpoint","tag-55"],"_links":{"self":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/comments?post=3042"}],"version-history":[{"count":3,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042\/revisions"}],"predecessor-version":[{"id":3106,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/3042\/revisions\/3106"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media\/3048"}],"wp:attachment":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media?parent=3042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/categories?post=3042"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/tags?post=3042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

The new marketing core keywords, customer orientation, creativity, use the trend<\/h2>\n\n\n\nThus, customer demand is the most core competitive asset in the future market. So how do you build a “customer-centric” company?<\/p>\n\n\n\n

The new marketing core keywords, customer orientation, creativity, use the trend<\/h2>\n\n\n\n
Thus, customer demand is the most core competitive asset in the future market. So how do you build a “customer-centric” company?<\/p>\n\n\n\n