Despise Network Marketing-----Bertelsmann "Seven Deadly Sins"

Bertelsmann "Seven Deadly Sins"

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; When, is it too good or is Bertelsmann too weak? Anyway, today, I know that the small bookstore I remember is going to "go abroad".
In my impression, Bertelsmann is not far from my home a small bookstore, decorated well. In, it seems that books are more tacky, belong to the category of success. I hate to succeed in learning, and naturally I won't buy his family's books. And reading will, in my opinion, be a cover. I did not feel that Bertelsmann's shop overtook the pioneer bookstore, so it naturally assumed that Bertelsmann was a struggling little bookstore in the City of Nanking. However, from the word of mouth, I learned that Bertelsmann with coffee aroma, a little fashion flavor.
Today, when I saw Bertelsmann going away and said, "No, Bertelsmann," I knew: Bertelsmann is the world's fourth media! So, I read the 20,000-word Bertelsmann album, analysis of the Bertelsmann case, known as the "Bertelsmann Seven Sins":

Jure Kezhouqiujian Enterprise
Enterprises, should be learning-oriented organizations. The so-called study, is adaptive. The environment will not adapt to people, people must learn to adapt and constantly adapt to the environment. Bertelsmann Internal summary: "acclimatized", not disobedience, is not to adapt.
With its coffee aroma, the bookstore playing music is suitable for Europe. In China, people who love this way belong to the minority. The CRM principle is not the electronic system, should examine the overall situation with the CRM, but not already obtains the internal resources.
The first sin is indeed the original sin, there is no liberation of the original sin of the curse of Bertelsmann, struggled for 13 years or not detached!

Second reckless investors
Print publishing right Such a decree is so far away for ordinary people, but for an enterprise with billions of assets, it cannot be said that such a problem is too complicated. Billions of dollars of investment, unexpectedly ignore the new development market policy research, who is wrong?

Third, "Huainan for Tangerine, Huaibei for Orange"
The model of Reading club, in Europe, the formation of the reason based on the spread of music and coffee, flooding millions of million, tens of thousands of customer groups. And then form the pattern. Corresponds to China, is metro, run hair, Suguo membership card. Through the principle of CRM, the mining of these customer information, then the application of 28 principles to optimize product selection, improve service quality and precision of goods.
However, the Chinese membership card is intended: discount. Each Chinese middle class wallet has more than 3 cards. The membership system has gone sour, but Bertelsmann doesn't smell the change.

Iv. Customer group positioning failure
In the development of membership, Bertelsmann has forgotten the European standards: "A mother of two children, like to see the best-selling paperback version of Crime and romantic novels." In China, Bertelsmann operators in China have creatively manipulated their clients into "college students" to cope with the number of customers. Then deal with the students in Europe against the housewives.
Perhaps this is also the failure of national studies----There is no housewife class in China. But the rigid Bertelsmann China has created a bug in the key links of the food chain. This idea is really not a good time!

V. Customer groups wrong how to dig is wrong
It is said that Bertelsmann China has 8 million customer profiles at peak times. However, he forgot that this is China, 1 billion people, 8 million is nothing. Not to mention that this is not a wealthy group and lacks purchasing power.
Bertelsmann tried to tap into the potential of these members by technology, using the tools I recommended before: the CRM principle. Bertelsmann chose the way many big companies like it: Call CENTER.
Before I go into call center, I'll give you 2 answers:
1, the sword from the palace, may not be successful. CRM is such an evil sword, using the wrong place or useless.
2, mining internal customer potential, as well as the development of new customers. A pond, can sprinkle a few nets, one eye can see through.

Vi. cost control is an important aspect of pattern selection
Did Bertelsmann's management calculate costs and expenses prior to call center? The ratio of revenue and expenditure is an important part of the model. Through call center to get rich, I really haven't seen---in addition to China Telecom, they rent seats. The high cost is caused by business model planning, and Bertelsmann wants to pass it on to customers. Who's The Fool?
As for the strong buying in the membership system, it is a bug under pressure.

Seven, reject the internet, sin add sin!
Book friends will move to the Internet, right? -----sns!
Yes, watercress.
Online book friends will be difficult to interact, online is interactive.
The number of stores below the line is not large enough, slow online. If you are not afraid of mistakes, you are afraid to add them wrong. 150 Agent Call center Price station, the equivalent of at least 3 large cities to support the flow of Taobao.

After seven sins, what marketing, what plan, what means, all, just struggle.

Please specify: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)