zuoweiguoneilingxiandeyuanchuangcaijingmeiti,shanghaibaoyejituan | jiemianxinwenyu2023nian12yue13rixingqisanzaishanghaizhongxindasha2loudayanhuiting3(pudongxinqulujiazuiyinchengzhonglu501hao)jubanle2023【jiemiancaijingshengdian】mktforgoodchuangshiren chengyanqing:tizhenxinxin,hangshixinren,kechixufazhanjianzengzhang。tebiemingxiebencishengdianzhanlvehezuohuobanmeisaidesi-benchi、xueshuzhichishanghaijiaotongdaxueshanghaigaojijinrongxueyuan。
以下为MKTforGOOD创始人 程艳青主旨演讲实录:
feichangrongxingnenggouzaicizhanzaizheigewutaishangyudajiazuoniandudezhongbangfenxiang。「burongyi」shimeigeren、meijiaqiye、meigezuzhizheisannianlaidegongshi。gexinggeyeyijishenchuqizhongdemeiweigetidouzaiyingduibianhua、tiaozhanhebuqueding。suiran,womenshenzhiweiyibubiandeshibiandezhunze。danshiwomenxiguanlexianxinggaosuzengzhangdailaidekuaigan,mianduijijudezhuanxing,womengaiyizenyangdexintaiyingdui?
womenkeyiganshoudao, “duanpingkuai,kuaisudiedai,zheixieciyijingdanchulezhongduoqiyejiachuangyejiadehuayutixi,querdaizhideshi「zhangqizhuyi」。suiranduanshijiannei,zhangqizhuyishishijianzheyingduizhouqihuanjingdebeidongxintai,danshizhangqizhuyixintaixiawomenkeyihuodedeshi「man」dezhexue,shi「xi」deyanguang,shi「shen」dusikaodenengli。zaizheichangxuyaonaixingherenxingdezhouqinei,ruheluoshizhangqizhuyichengweiyizhongxindejingzhengli。
「kechixu」zhangqizhuyishikechixudesandajishizhiyi,jiuxiang《lianxian》zhubiankaiwenkailisuozhi,kechixusiweidehexinbaokuoquanqiuzhuyi、zhangqizhuyiyijibaorongzhuyi。zhangqizhuyishiyaogenshijianzuopengyou,zaitedingzhouqineidiaozhengfazhanxintaihemoshi;quanqiuzhuyizeshihongguanzhengzhijiaozhuzhong,kaoyanqiyejingjiguimohuadeshiyingli;erbaorongzhuyi,zeshiqugehequdanyi,jianligengguangfandeduoyuandejiazhilianmeng。zhanzaizhangqizhuyixiadezhanlvebushushixitongxingde,zhanzaibaorongzhuyixiadejingyingshiyourenxingde,erjianshouhetuidongquanqiuzhuyibukenidexinniancaishiyingduiquanqiuhuadeqihoutiaozhandejinyaochi。
kechixushiyegongshidezhujianningju,bujinjinshizerenqudonghedaodefanbu,ershirenqingchuyigeshishi,kechixushigongtongzhuiqiu,biranxuyaogengduokechixudejiejuefangan、biranxuyaojubeikechixusiweideshejizhe、fuwuzhehechuangzaozhe。ruhuorutudexinnengyuanchanyerushi,fuheshuangtanfangxiangdechanyerushi,jiankangshaichayufangxinchanyerushi,xunhuanzaizaochanyerushi,baoxianxingyerushi…… youguankechixudailaidechanyexiangxianglibeiyuelaiyueduoliyixiangguanfangkanjian,tamenbaokuoxiaofeizhe、qiyejiachuangyejiayijitouzizhe。
shouxianshixinshidaikanjianlekechixudailaidexindexiaofeiciji。xinshidaidejiazhitixizaixinzhouqineijiangbeizhongsu,tamenduichuantongdecijifanyingpingping,buduanxunqiuxindejiazhixiaofeigongji。congguojidaoguonei,xinshidaiduijiazhidedingyiwangwangyukechixuxiangguan。congtaidushangtamenyouyuanshengdekechixusiwei,jubeisuzaoyigekechixushijiedeyongqi;congxingdongshang,tamentongguozeye、jiuyeyijichuangyecanyudaokechixudetuidongzhong。gengzhongyaodeshi,tamenyuanyiweikechixumaidan,bingyiciwei“shejiaohuobi”,huodongzaibutongkechixuyitideshequn。
mktforgoodchixusannianfabuzhongguoxinshidaiduikechixuxiaofeidetaidu。zaizheiteshudesannianshiguangli,leijijin6000weishoufangzheyumktforgoodyiqishensixiaofeideyiyi,yiqikandaotamendexiaofeixingweikenengdailaideyingxiangli。suinianqingdanbuyanqing,qingnianrenzhuzhongshouzhongde“chaonengli”,yuanyizairichangshenghuozhongweirentongdekechixujiazhitoupiao。
shizhisannian,womenkandaojubeibenkexuelide,chushengzai1995nian-2009niande,jiaodabilishinvxingduiesgxiaofeichixuguanzhu。youqimingxiandeshi,3nianlaiganxingqubeifangzhedediyufenbuyouyixianchengshizhujianxiangzhongbushenzhixibuyanshen。xianran,kechixubushizhuanshuyuchaoyixianheyixianchengshiqingniandejingshenkuanghuan,chaoyuejingjifazhanquyuchayi,yuelaiyueduodenianqingrenduikechixujiazhiyougongming。huoyuezaixiaoyuanhuochuruzhichangdexinshidaishizhongzaizhuizhujiazhizhangxian。nvxingduiyujiazhixiaofeidemingandutuxian。kechixujiazhituiguangpinpaikeyizhuazhuzheixiexiaofeizhehuaxiangtedian,shuaxinquyuchayirenzhi,cezhongnvxingquntigongming,congqiyeesgshijianzhongtiqukechixuxushineirongyunianqingxiaofeizhechixuduihua。
zaichongmanbianhuadeshidai,shizhongruyidejiazhijianchiyouweizhengui。xinshidaixiaofeizheqiyeesgxingdongyijikechixuxiaofeiyouzhebubiandereqing。tamenshizhongqidaiqiyekeyibuduanyingyonggengkechixudegongyilaitigongjuyoukechixudechanpin。chanpinshitamenyuqiyejinxingkechixuduihuadezhelidian,wulunshizhenxuan“huanjingyouhao”“dongwuyouhao”dengyuancailiaodechanpin,haishijianliangjiantanbaozhuanghuanxindechanpin,huozhenenggoubangzhuxiaofeizhebangzhuyouxuyaodequntideshanyinyingxiaochanpin,tamendouqidaiyougengduoxuanze。yucitongshi,tamensihubumanzuyuzhoubianxingdechanpin,ershixiwangqiyetigongjubeigaopinzhiheshiyonggongnengdegangxuchanpin。rangkechixudejiyinshenzhizhudachanpinshixiaofeizheduipinpaideqidai。duiyuzheiyangdekechixuchanpin,xinshidaixiaofeizhehuiyoujidadexiaofeiyuyijifugoureqing。bingqie,tamenkeyijieshouyidingkongjiandeyijiaweijiazhimaidan。ruguobudebuchengren“xingjiabi”shizhongguoxiaofeizhezhangqichiyoudexiaofeiguan,kechixuchanpinhuoxukeyixiyinxiaofeizhejiangshengxialaideqianweijiazhimaidan,huodefeifandejiazhitiyan。
ruguoshuoxiaofeizheduikechixuchanpindexuqiuhuzhiyuchu,neimexinshidaixiaofeizhenenggouhuikuipinpaidezeshigengduoguanzhu、baorong、gongming,rangkechixudepinpaihuodegengduoxinxin,rangpinpaizhuxiangxinzheixiefuchushiyouhuixiangde。xiaofeizhekeyijiangduipinpaideyonghuzhuanhuachushijidexingdong,baokuodanbuxianyuxiaofeizhichi、shequnliuliang、xinpinchangxian。zongzhi,xiaofeizheduikechixupinpaibiaodachujidadereqing,yezhunbeihaolejiaofuzhenxin。jibianshimianduifumianyuqing,xiaofeizheyehuijidaogengduodenaixin。danshi,pinpaixuyaozuotouruguanlihexinxiguanli,bimiangongguanfengxian,bimianliebiquzhuliangbi,buyaoqingyirangxiaofeizhedebolixinsuichengyidi。bijing,zheigeshichanghuanjingxia,xinxinshihuangjin,xinrenshiziben。
ruguoshixinshidaixiangxinguangdeliliang,womenjiuyinggaichengweishichaizhehetianyibahuoderen。weilaishanyaozainianqingrendeyanjingli,womenkeyishunzhetamendeyanguangzhaodaoxindezengzhangdian,rangtamenxinxinbianchengxianshi,rangxinrenzaicifasheng。meiyoushenmebizheizhongbeizaihubeirenkedeyingxiangligengnengrangxinshidaiyouliliangganle。
zheigeshujudegenzongchixulesannian,jijubianhuadesannianyerangxinshidaizaibutongdehuanjingxiayicicisikaokechixujiujingyiweizheshenme?zheixiebianhuaqiaqiakeyibangzhupinpaishijianzheyidongtaideyanguanglaigenshangnianqingrendexuqiudebianhua
xiaofeizheduiesgxiangguangainianrenzhigengduoyuan。3nianqiantamenhuoxujinjinshushigongyi、cishan、huanbaodenggainian,3nianhou,xinshidaiduiesg、shehuiqiye、shehuiyingxianglizheixierenzhiduyetigaole。zheiyangdebianhuazhengming,xiaofeizheyuanyiweikechixuxiangguanlinianbuduanxuexihexishou。qiyexuyaobingqi“xiaozhong”desiwei,chengweizheixiejijigainiandexuexizhehechuanbozhe。kechixuheesgyijingchengweiquanqiuxingdetongyongyuyan,zhongguodexinshidaiyeshiyushijujinde,pinpaikeyibaituoshufudadanyinlingkechixuzhutiduihua,shenzhiweitamentieshangyoujiazhigandebiaoqian。liru,lianheguotichude:“xiufuyidai”gainianzhujianchengweixiyinxinshidaidebiaoqian。zheigebiaoqianshiyoushimingherentonggande,rangxiaofeizheganshoudaoshuyutamendeshidaishiminghexingdongnengliang。
xiangduiyuyiqingshiqixiaofeizheqidaiqiyenenggoukangkaikangyi,dangxiaxinshidaixiaofeizheqidaipinpaikeyineihuakechixujiazhi,tigongyoushehuihehuanjingjiazhidechanpin,jiangdiyunyingduidiqiuziyuanheshequfazhandefumianyingxiang,shenzhirangyuangonghexiaofeizhenenggoushentilixingcanyudaoxiangguanzhiyuanfuwuzhong。qiyexuyaozhuanbiankechixuwaibuhuadesiweihezuofa,xiangneixiangshenyinlingqiyedekechixugaishanheyouhua。
yitixuanzeshifangxiang,zaiesgdekuangjiaxia,zhongguodexinshidaixiaofeizheshizhongrenweizaiqiyexuyaozaidazaidananmianqianyiburongci,bujinjinshijuankuan,haiyaotigongjuyouyoushidejiuzhufangan,kandaojinjiqingkuangxiaxijiedexuqiu,zhaoguhaomeiyiweishouzhuzheheshizhuzhe,rangfangzai、jiuzaihexiufuzhongjianyijihouqidexinlijiankangganyudounenggouxitonghuahetoumingha。changtaihuahuanjingzhong,xiaofeizheduiqiyezishenzhilideguanzhuduyousuotigao。jutimeigebankuaideyiti,yeyoumingxiandedongtaibian。
zaishengtaihuanjingfangxiangxia,mingxiankandaoxiaofeizheduiqiyechanyexunhuanhuishoudegushideqidaipaixuzhujianjiangdi,leisipingzihuishouzaizaochengyizheiyangdekechixuxushiyuelaiyueduo,xinxianduyijingbuzai。gengzhongyaodeshicongjichucailiaokechixuchanyexunmengfazhan,weilaijinianyoukenengzheizhongxunhuancailiaohuichengweijichucailiao,neimeqiyedexunhuangushishibishiquxiyinli。yinci,qiyexuyaoyiyanjiuweiqudong,buduanfaxianxindexunhuanbiaode,huozheguanzhuditanchuangxinfangan。shenzhiyaozuokuayitiyanjiu,liruhaiyangjingjiyuyundongwenhua,gutanjishuyufeiyiyingyongdengdeng。qiyexuyaopingjieduizishenchanyedezhangwojieguikechixulinian,dakaikechixushangyexiangxiangli。
zaishehuifazhanyitixia,jiankangdengdingdiyi,xingbieyouhaojisushangsheng,zheiyuqitaxiangguandiaoyandejieguobumouerhe。zhuzhong“fajixianhouyi”dexinshidaiduijiankangbaozhangdurentongdufeichanggao,shenzhixiangdaoleruheanxinyanglao。tamenqidaihuodegengduoyiliaokepu,baokuoyufangshaichaheyingyangsheruguanli。duiyujiankangsaidao,zhiliaoshishangyehexin,danshiyufangheshaichaqueshishikechixugongzuokeyizhongdianfalidedifang。youqishihanjianbingdenglingyudebingliyanjiuhejiejuefanganpuhui,shiyiyaoqiyezhangxianxingyeshilidezhongyaofalidian。xingbieyouhaodehushengyufagaozhang,qibenshenshitiaozhanshangyedechuantongjuecesiwei,qidaigengyouxingbietexingdechanpinfuwuyijigengyoubaorongxingdefunengtixi。meiyoueryuanduili,zhiyougenggaozhilianghejingdudefuwutisheng。weishengjinzhishiyigeqidian,gengduoxingbiehuaxuqiuxuyaobeifajue。qiyexuyaoyongzhuanyefuwuhechanpinchuangxinjidaotedingxingbiequntizuizhenchengdezunzhong。
zaiqiyezhilifangmian,suiranduiyuqiyezhilidetantaobingbuduo,jiujingruhezhiliyehaimeiyoutebiemingquedeyaoqiu,danshikeyikandao,zhucejijinhuizheizhongfangshiqueshishiqiyekechixuzhilitixidezhongyaoyihuan,shiqiyewendingkechixuxiangguantourudeyizhongfangshi,xinshidaixiaofeizheyebiaoshichuqidai。congzhuceqingkuanglaikan,qiyechuzizhucedejijinhuiwenbuzengzhang,jiezhi2023nian6yue29ri,1208jiaqiyefaqichuzizhucejijinhui,zhucezijin126.52yi。jijinhuishiqiyehuodeshehuihuashenfendeyihuan,yuelaiyueduodeqiyenenggoushanyongzheiyishenfenzhenghechuchaoyueqiyedeziyuanheyingxiangli,tuidongkechixujiejuefangandeluodihewendingyunying。
zaipinpaikechixuxushidebiaodazhongdianfangmian,xiaofeizheqidaishinenggoufuhezijidexingqu,yucitongshi,tamengengjiazhuzhongpinpaifuzerendetaidubiaoda,nenggoutixianqiyezaiyitixiadedandangganhezhuanyebushudecelvegan。zheiyidiantixingqiyexuyaozaigoutongshangjiyaozhuzhongzhaodaojifaxiaofeizhexingqudeqierudian,yeyaoxitongwanzhengdezhanlvebiaoda,hangshixinrengan。jiyaomanzuxiaofeizhedelieqixinli,yeyaojingdeqitamendetuiqiao。xinxibileizaishanyongshuzihuashouduandexinshidaimianqianshixingbutongde。
xinshidaishishuzigongmin,yiqinghuanjingxiarangtamenxiguanlexianshangdegoutongfangshi,yincinianqingrenqidaiqiyekeyibakechixudeneirongtongguoshuzihuashouduanzaixianshangshixiantiyanhejiaohu。zhibopingtaibujinjinkeyidaihuo,haikeyichengxianzhangaiquntidechaoqunshouyihechuangyejingshen,jingtoubujinweimingxingmingrenliangqi,yekeyizhaoliangshanquliyiqunlehuodexiuniang,chengxiantamendeposujiangxin。shuzihuashouduankeyijiangyixiebeihushidemeifangda,yekeyirangfazhanxuqiutouminghua,qiyebufangxiangxiangxiajiangzhibojiandeliuliangfenxiangjizheixiexuyaobiaodadequnti,ningjugengduozhichideliliang。
ruguoshuoguanggaoshixiaofeizhewufabaituodexinxijianfang,tamenkenengqidaizheixieguanggaoshijianliujiqiyedekechixujiazhibiaoda。ruguoshuohuopinzhanxiaogengyouxiyinli,keyirangkechixuxiangguanneirongzuoweihexinneirong。xinshidaixiaofeizheshiqidaishendusikaodeyidai,tamenyeqidaikechixuneirongkeyibufentidaichuantongguanggaoxingshichengzaideneirong,hepinpaiyiqigongsi。pingguogongsiyongdiqiuzhimukaowenesgjixiao,womendebaogaopiluxingshishibushiyeyougengduochuangyikeneng,ranggengduorennenggoudakai?
zaikechixulingyuxinrenbeishushibukehulvede。qizhongyigemingxianbianhuashi,dangzhongduoqiyefenfenxuanchengjianxingkechixudeshihou,laizigongxinlihuobandebeishukeyibangzhuxiaofeizhehuiyanshi“zhen”。zhenshidetouru,zhenshidebiaoda,xuyaolaizihezuodecishanzuzhi、meiti、zhengfudegongtongtuiguang,shenzhihenduopinpaitongguolianminghezuofangshigenqitapinpaigongtongtuidongkechixu。meiyoukeyidandadudoudekechixushiye,zhiyoujiazhitongmengzhedelianhexingdong。qiyexuyaozhuzhongjiazhihuobanweixi,yiqifaxianxinyitihexindejiejuefangan,zheixieyexujiushixinzengzhangdeqidian。
zheixiexindexuqiuyuanziduirendelijie,zheixierenkeyishicunliangxiaofeizhedexinxuqiuwajue,yekeyishizengliangxiaofeizhedeqianzaijiazhidian。zheixiexuqiukeyizhuanhuachengqiyechanpinyanfagaishandiedaishengjideyuandongli,yekeyishijiangdishengchanchengbenzuohaoziyuankechixuguanlide,tigaoshengchanxiaolvdexinqifa。wulunshixianshangshangchenghaishixianxiamendian,huozheshijingxiaoshang,kechixukeyirangbicijuligengjin,keyiranggoutonggengyouzhanxing。youxiecanyinliansuoweichongwukaipizhuanquhecaidan,youxiemaichangweiyilaoyixiaodeshushidubuduangaishanshengji。ren、huo、changshiqiyeshendujianxingkechixudechangyu,yeshidailaishangyexinshinengdefalidian。zhiyourangkechixuchongfenjihuoqiyeheqiyejiaduirenhuochangdexinkanfa,cainengzhenzhengrangpinpaikechixu。
dangkechixukeyizoujinshangyehexin,esgcainengqudongtouzijiazhicongzuobianxiangyou,congchengbenfengxianxiangshouyixinrenpianyi,touzizhe、jingyingzhehexiaofeizhegongtongjianzhenghejianxingesgqudongzengzhang,zuizhongyiqiluchuweixiao。zheishimktforgoodqidaiyuxiangguanfanggongtongtuidongesgzengzhanglidegenbenyuanjing。xiangxin,womendehuobanfeichangqidai。rangwomenyiqiyizhongweishi,yixingweizhi,shouzhengduxing,jiujiuweigong。
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【jiemiancaijingshengdian】zuweihuilianxifangshi huodong@jiemian.com
【关于梅赛德斯-奔驰】
tebiemingxiebencishengdianzhanlvehezuohuobanmeisaidesi-benchi。shenweiqichedefamingzhe,meisaidesi-benchijishilvsechuangxindexianxingzhe,youshijiandingdejianxingzhe。meisaidesi-benchijiang“kechixudefazhanzhidao”guanchuanyuqichejiazhiliandegegehuanjie,yigaodushuzihuadeqicheshengchanhuanjieshixianzuidadetoumingdu,congertishengshengchanxiaolv,xiangshixiantanzhonghedemubiaowenbuqianxing。tongshi,meisaidesi-benchilizuzhongguokehushuzihua、shenghuohuadeyongchexuqiu,buduandiedaikehutiyanshengtai。meisaidesi-benchichundianeqszuigao813gonglicltcchundianxuhang,jini0jiaolvdejiayusongchigan。dutedegongxingcheshensheji,fuyijiashicangqianzhibujujiwufengcheshen,chengjiuchuangjilude0.20cdchaodifengzuxishu。yufengweiban,yudianerxing,dangdiandongyuhaohuajiaohui,jiayuzizaiyuxin。
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