閱讀「解構顧客價值鏈」之啟發與洞見（一）
舉例以「在家吃現做的一餐」的品牌定位來看
有三組關鍵字：「在家吃」、「現做」、「一餐」。顧客的需求來說，有人重視食材的品質，有人重視在家吃的氛圍，有人只重視「吃」。
從顧客的進行流程來看：1. 採買食材 2. 備料 3. 烹煮 4. 開吃，在這四個環節都有機會找到原本的顧客價值鏈的脫鉤策略，例如：
對於想自己「現做」的顧客可能會覺得採買和備料很麻煩，因此可以針對這些顧客優化流程1和2，提供網上訂購服務，售賣已經備料好的食材箱（切好、分裝好的食材和調料，甚至是有機食材等）。
對於重視「在家吃」的顧客可以提供網上預約廚師到家烹煮的服務，讓他們可以在家中享受如在餐廳的輕鬆一餐。
對於只想解決「一餐」卻不想花大錢的顧客可以提供「微波食品」選項，加熱後即可享用，方便又實惠。
*Brand Positioning for “Having a Freshly Made Meal at Home*
When
positioning a brand around “having a freshly made meal at home,” there
are three key components: “at home,” “freshly made,” and
“meal.” From a customer’s perspective, some people value the quality
of ingredients, some value the atmosphere of eating at home, and some just
focus on the “meal” itself.
From the customer journey perspective: 1. Buying ingredients 2. Preparing ingredients 3. Cooking 4. Eating — each step offers a chance to find a decoupling strategy in the original value chain. For example:
*For customers who want to “cook” themselves 🥣 * but find shopping and prep tedious, optimizing steps 1 and 2 with pre-prepped ingredient boxes sold online could be ideal.
*For those who value “eating at home 🥂 * offering an online service to book a chef for in-home cooking can provide a relaxed, restaurant-like experience.
*For customers who just want a “meal” without spending much 🥫 * microwavable food options offer a convenient and affordable solution.
#解構顧客價值鏈
#Unlocking the Customer Value Chain
#B2BMarketing
#BrandConsultant
#ReadEcho365
