打造企業(yè)發(fā)展的數(shù)字化轉(zhuǎn)型落地方法目錄1乙方數(shù)字化介紹2乙方在數(shù)字化轉(zhuǎn)型方面的解決方案企業(yè)數(shù)字化轉(zhuǎn)型的各種模式和方法有效建立客戶(hù)數(shù)字化體驗(yàn)的方法如何通過(guò)數(shù)字化轉(zhuǎn)型來(lái)提升企業(yè)業(yè)務(wù)3結(jié)束語(yǔ)乙方數(shù)字化解決方案在深度和廣度上能夠滿(mǎn)足客戶(hù)的多元化需求乙方數(shù)字化團(tuán)隊(duì)始終以客戶(hù)需求為中心，量身打造數(shù)字化解決方案識(shí)別洞見(jiàn)市場(chǎng)機(jī)會(huì)分析市場(chǎng)需求評(píng)估顧客分析與細(xì)分受眾及內(nèi)容分析品牌審計(jì)競(jìng)爭(zhēng)者分析點(diǎn)燃創(chuàng)新創(chuàng)意策劃創(chuàng)意戰(zhàn)略創(chuàng)新進(jìn)程產(chǎn)品、解決方案與服務(wù)設(shè)計(jì)定義戰(zhàn)略成長(zhǎng)戰(zhàn)略品牌戰(zhàn)略顧客體驗(yàn)設(shè)計(jì)(CXv)顧客管理平臺(tái)企業(yè)數(shù)字化戰(zhàn)略產(chǎn)品與解決方案定價(jià)與利潤(rùn)管理商業(yè)案例制定營(yíng)造體驗(yàn)全渠道體驗(yàn)設(shè)計(jì)移動(dòng)應(yīng)用與新興體驗(yàn)IoT數(shù)字化生態(tài)系統(tǒng)設(shè)計(jì)提升品牌創(chuàng)意活動(dòng)與內(nèi)容品牌內(nèi)容市場(chǎng)營(yíng)銷(xiāo)數(shù)字、社交以及移動(dòng)應(yīng)用會(huì)員計(jì)劃及忠誠(chéng)度管理內(nèi)容營(yíng)銷(xiāo)其他品牌營(yíng)銷(xiāo)服務(wù)搭建平臺(tái)客戶(hù)平臺(tái)電子商務(wù)平臺(tái)HR系統(tǒng)人工智能云計(jì)算增強(qiáng)現(xiàn)實(shí)/虛擬現(xiàn)實(shí)（AR/VR）平臺(tái)分析平臺(tái)營(yíng)銷(xiāo)自動(dòng)化IoT

平臺(tái)大數(shù)據(jù)平臺(tái)數(shù)字轉(zhuǎn)型轉(zhuǎn)型路徑和投資分析數(shù)字化能力評(píng)估敏捷開(kāi)發(fā)數(shù)字化領(lǐng)導(dǎo)力與人才數(shù)字化變革管理數(shù)字化文化數(shù)字化供應(yīng)鏈數(shù)字化金融服務(wù)移動(dòng)辦公優(yōu)化運(yùn)營(yíng)數(shù)據(jù)分析市場(chǎng)營(yíng)銷(xiāo)組合建模高級(jí)分析策略架構(gòu)可視化和報(bào)告市場(chǎng)活動(dòng)分析與優(yōu)化預(yù)測(cè)分析平臺(tái)支持機(jī)器人與認(rèn)知自動(dòng)化創(chuàng)新iPMO網(wǎng)絡(luò)安全I(xiàn)D、資產(chǎn)和漏洞管理數(shù)據(jù)保護(hù)安全監(jiān)測(cè)風(fēng)險(xiǎn)分析事件響應(yīng)危機(jī)管理數(shù)字化轉(zhuǎn)型數(shù)字化體驗(yàn)數(shù)字化核心我們相信一切皆為品牌。我們想象、營(yíng)造和經(jīng)營(yíng)未來(lái)。我們是創(chuàng)意數(shù)字咨詢(xún)。乙方數(shù)字化的獨(dú)特定位與我們的競(jìng)爭(zhēng)對(duì)手不同，乙方數(shù)字化是一站式的解決商，能夠?yàn)榭蛻?hù)提供真正的端到端的支持A

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設(shè)計(jì)公司管理咨詢(xún)系統(tǒng)集成商營(yíng)銷(xiāo)服務(wù)提供商控股公司(只適用于市場(chǎng)推廣領(lǐng)域)乙方數(shù)字化創(chuàng)意

交付

運(yùn)行

四大咨詢(xún)公司涉足廣告代理商業(yè)務(wù)咨詢(xún)公司發(fā)現(xiàn)，由于進(jìn)入營(yíng)銷(xiāo)和廣告業(yè)務(wù)，收入大幅增加，但是有些人認(rèn)為文化沖突仍然存在咨詢(xún)顧問(wèn)的崛起乙方、普華永道、埃森哲的廣告和營(yíng)銷(xiāo)服務(wù)的部門(mén)的收入變化：PwC

DigitalAccenture

Interactive乙方Digital$3.3B$5.1B$5.4B$1.9B$2.9B$4.4B$6.5B$8.5B$737M$1.1B201420152016201720182014201520162017201820142015201620172018$6.0B$8.0B$10.0B$13.0B$16.0B亞歷山德拉·布魯爾

/華爾街日?qǐng)?bào)

美國(guó)東部時(shí)間2019年6月17日10:02近日，埃森哲(Accenture

LLC)對(duì)熱門(mén)的創(chuàng)意提供商Droga5進(jìn)行了收購(gòu)，這只是咨詢(xún)公司不斷蠶食營(yíng)銷(xiāo)服務(wù)市場(chǎng)的最新的舉措。多年來(lái)，埃森哲，乙方和普華永道一直在投資于營(yíng)銷(xiāo)服務(wù)領(lǐng)域，收購(gòu)廣告公司，并大量招募高管，逐步從700億美元的廣告公司業(yè)務(wù)中蠶食市場(chǎng)份額，增加專(zhuān)業(yè)服務(wù)的整體營(yíng)收。普華永道數(shù)字服務(wù)主管TomPuthiyamadam說(shuō)：“我們認(rèn)為，營(yíng)銷(xiāo)人員的議程一直在發(fā)展，著重于創(chuàng)造卓越的體驗(yàn)?！薄斑@就是我們需要建立并繼續(xù)投資的業(yè)務(wù)。”這個(gè)觀點(diǎn)引起了眾多營(yíng)銷(xiāo)人員的共鳴。乙方（Deloitte），埃森哲（Accenture）和普華永道（PwC）在其營(yíng)銷(xiāo)服務(wù)所在的集團(tuán)中均實(shí)現(xiàn)了指數(shù)級(jí)增長(zhǎng)。根據(jù)該公司的數(shù)據(jù)，埃森哲（AccentureInteractive）的收入已從2014年的19億美元激增至2018年的85億美元，該公司收購(gòu)了包括Fjord，Karmarama和Droga5在內(nèi)的多家創(chuàng)意商店。普華永道（PwCDigital）表示，其收入已從2014年的7.37億美元躍升至2018年的54億美元，部分營(yíng)收增長(zhǎng)是通過(guò)收購(gòu)Pond，Outbox

Group和BGT

Partners獲得的。乙方

Digital

在2018年的收入為160億美元，遠(yuǎn)高于2014年的60億美元。Source:

the

companies這些投資的背景是營(yíng)銷(xiāo)人員承受著數(shù)字化轉(zhuǎn)型壓力，并不斷重新思考與消費(fèi)者互動(dòng)方式，提升客戶(hù)體驗(yàn)，而傳統(tǒng)廣告服務(wù)商難以提供有效的策略、業(yè)務(wù)、技術(shù)支持。目錄1

乙方數(shù)字化介紹2勤在數(shù)字化轉(zhuǎn)型方面的解決方案德企業(yè)數(shù)字化轉(zhuǎn)型的各種模式和方法有效建立客戶(hù)數(shù)字化體驗(yàn)的方法如何通過(guò)數(shù)字化轉(zhuǎn)型來(lái)提升企業(yè)業(yè)務(wù)3結(jié)束語(yǔ)互聯(lián)網(wǎng)公司的數(shù)字化運(yùn)營(yíng)邏輯采用不同于傳統(tǒng)思維模式的三層商業(yè)邏輯是大多互聯(lián)網(wǎng)公司的共性復(fù)合渠道客戶(hù)經(jīng)營(yíng)運(yùn)用數(shù)據(jù)來(lái)理解消費(fèi)者并促使市場(chǎng)的進(jìn)化發(fā)展。使用數(shù)據(jù)以創(chuàng)造粘性并利用粘性引導(dǎo)流量數(shù)字化能力平臺(tái)提供服務(wù)的能力-在線(xiàn)及線(xiàn)下-鏈接流量入口并維持生態(tài)系統(tǒng)粘性水平數(shù)據(jù)數(shù)據(jù)服務(wù)可以以模式認(rèn)知，行為分析，標(biāo)記用戶(hù)和形成忠誠(chéng)計(jì)劃的方式呈現(xiàn)的基礎(chǔ)和促成者數(shù)據(jù)復(fù)合渠道客戶(hù)經(jīng)營(yíng)數(shù)字化能力平臺(tái)售前與售中支持深度服務(wù)能力整合實(shí)時(shí)可見(jiàn)的透明供應(yīng)鏈細(xì)顆粒度的客戶(hù)數(shù)據(jù)數(shù)字化能力平臺(tái)生態(tài)系統(tǒng)數(shù)據(jù)復(fù)合渠道客戶(hù)經(jīng)營(yíng)行業(yè)的渠道正在發(fā)生深度的變革，數(shù)字化一方面給了企業(yè)提升銷(xiāo)售效率的可能，另一方面也要求企業(yè)為渠道提供更好的體驗(yàn)。并且，數(shù)字化正讓企業(yè)接觸終端消費(fèi)者變成可能數(shù)據(jù)是數(shù)字化的核心基礎(chǔ)，數(shù)據(jù)也是企業(yè)掌控未來(lái)的前提?；跀?shù)據(jù)，AI成為可能；而IoT也為企業(yè)帶來(lái)了更多可加以利用的數(shù)據(jù)企業(yè)需要搭建完整的數(shù)字化平臺(tái)，并通過(guò)這一平臺(tái)承載一系

列的能力。這一平臺(tái)超脫傳統(tǒng)IT的

范疇，它的用戶(hù)遍布整個(gè)生態(tài)系統(tǒng)，它讓全新的交互方式成為可能數(shù)字化資產(chǎn)模型現(xiàn)代企業(yè)在以下三個(gè)領(lǐng)域中不斷拓展，并提升自身的數(shù)字化能力設(shè)計(jì)新的商業(yè)模式設(shè)計(jì)詳盡的商業(yè)模式及投資主題并優(yōu)選數(shù)字化選項(xiàng)作為出發(fā)點(diǎn)28

項(xiàng)數(shù)字化舉措相關(guān)能力及高階財(cái)務(wù)測(cè)算模型5

個(gè)投資主題10

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reprocessCustomO2O

exSource:

Monitor

DAPABILITIES

DEFINITION ILLUSTRATIVE

EXAMPLESRecruit

enough

professional

experts

to

?

Collaborate

with

local

agricultural

authorities

to

cquisition

enable

effective

Q&A

interaction

and

in-field

recruit

external

expertsservice

?

Motivate

experienced

retailers

to

join

Q&A

platform

to

answer

growers’

questions?

Conduct

offline

farmer

events,

grower

education

acquisition

Reach

growers

and

covert

offline

behavior

program,

product

promotion

events

to

attract

onlineto

online

traffic

through

marketing

campaign

traffic?

Expert

service

payment

methodsmechanism

design

Define

mechanisms

that

reward

positive

?

Provide

Syngenta

endorsed

certificate

to

benefit

participation

on

the

platform

expert

reputation

and

emotional

fulfillmentnerated

content

QC

Design

platform

rules

to

regulate

user-

?

Design

reward

and

punishment

mechanism

to

generated

content regulate

user

posted

content

on

Q&A

platformsponse

selection

Devise

a

mechanism

where

the

mostaccurate

and

useful

answers

are

promoted

?

Rank

the

answers

by

the

number

of

“user

likes”Consolidate

all

user

favored

content

to

?

Prioritize

users’

favored

product

promotion

content

management

enable

cross-platform

sharing

though

information,

expert

lectures,

growing

technologymultiple

digital

touchpoints information,

etc.er

communication

Platform

service

to

solve

issues

and

?

Customers’

engagement

through

hotline,

mobile

improve

user

experience message,

WeChat

etc.?

Collect

users’

feedback

to

evaluate

expert

service

pert

management

Link

offline

in-field

service

with

online

qualitydispatch

platform

?

Design

standardized

&

professional

service

criteria?

Push

event

initiation

to

targeted

growers

offerings

Leverage

platform

information

analysis

to

?

Send

Syngenta

promotion

information

to

attractpush

user

favored

content

and

information

local

growerseloitte

analysis

Trafficgeneration

Valuecreation

InfrastructureDigitized

Service

NetworkCapability

description

and

illustrative

example

(1

of

3)KEY

CDigitized

Service

NetworkExpert

a

Capability

description

and

illustrative

example

(2

of

3)KEY

CSystem

enablersCRMCurated

Web

cosystemSocialDynamic

MarketinWeb

analSource:

Monitor

DAPABILITIES

DEFINITION ILLUSTRATIVE

EXAMPLESA

website

for

Q&A

and

O2O

platform

usersr

portal

to

login,

access

all

users

related

?

Q&A

platform

building

within

the

member

portal

information/services

and

engage

with

?

Hierarchical

service

based

membership

levelscommunity

and

SyngentaA

type

of

application

software

designed

to

?

Enable

fast

&

data-driven

CP

solution

decisions

and

retrieve,

analyze,

transform

and

report

data

eliminate

irrelevant

solutionfor

business

intelligence ?

Real

time

data

visualization

&

dashboards?

Store

Q&A

experts

and

users

profile

information

Customer

relationship

management

system

?

Expert

feedback

&

ratings

management?

Service

requests

tracking

&

history?

Build

the

online

Q&A

system

on

the

WCMS

where

ntent

management

An

application

that

supports

the

Syngenta

has

the

full

control

of

the

functions,

layout,authorization,

creation,

modification

andpresentation

of

digital

content

contents

&

creatives?

Responsive

design

for

access

via

multi

devices?

WeChat

service

public

account

to

serve

as

the

entry

media

platform

Social

media

apps

or

network,

or

platform

gate

to

online

Q&A

Platform

and

push

personalizedwith

social

media

features

messages

to

Q&A

platform

usersA

software

that

enables

the

automation

of

?

Automate

the

sending

of

personalized

SMS

to

g

automation

tool

repetitive

tasks

such

as

emails,

SMS,

social

online

Q&A

usersmedia,

and

other

website

actions

based

on

?

Based

on

users’

browsing

behaviors,

presenta

set

of

rules

&

triggers personalized

web

contents

via

CMSA

software

that

conducts

measurement,

?

Collect

user

behaviors

on

the

online

Q&A

platform

ytics

tool

collection,

analysis

and

reporting

of

web

?

Anticipation

of

user

next

action

and

favored

contentdata

for

purposes

of

understanding

and

?

Store

the

user

cookies

for

remarketing

&

retargetingoptimizing

web

usage to

a

wider

online

ecosystemeloitte

analysis

Trafficgeneration

Valuecreation

InfrastructureDigitized

Service

NetworkMembe

Capability

description

and

illustrative

example

(3

of

3)KEY

CAPABILITIES

DEFINITION ILLUSTRATIVE

EXAMPLESBINLP

engineNatural

language

processing

(NLP)

system

?

Collect

and

analyze

users’

questions,

comments,

can

automatically

capture

and

analyze

reply

on

Q&A

platform

to

identify

grower

focused

users’

written

or

spoken

language

topics

and

contentKey

words

tag

system

A

system

can

assign

searchable

words

that

?

Assign

searchable

tags

for

past

questions

and

accurately

match

Q&A

information

answers

on

Q&A

platformDispatch

systemBuild

effective

in-field

expert

dispatch

?

Real-time

in-field

service

order

system

to

enable

location

based

service

?

Expert

booking

serviceData

analytics

System

enablersUser

persona

builderBuild

member-centered

profile

that

covers

?

Use

label

system

to

picture

the

member

profilesall

members’

behaviors

and

information

on

across

the

customer

journeyQ&A

and

O2O

service

platform

?

Conduct

customer

segmentation

and

map

withrelevant

member

profilePredict

the

next

action

and

user

favored

?

Establish

demand

forecasting

model

to

benefit

Recommendation

engine

content

based

on

past

data

analytics

personalized

content

notification

and

improveservice

qualityData

miningEvaluate

potential

disease

and

pest

risk

based

onLeverage

computational

methodologies,

reported

issues

volume

and

detailed

information

such

as

artificial

intelligence,

machine

collected

from

Q&A

and

O2O

platformlearning,

to

uncover

patterns

and

insights

?

Leverage

natural

language

processing

(NLP)from

unstructured

large

data

sets

analysis

to

build

linkage

between

written

or

spokenlanguage

and

practical

purpose實(shí)地考察內(nèi)部訪(fǎng)談外部訪(fǎng)談主題1主題

2主題

3主題

4電子商務(wù)Digitized

Service

NetworkKey

potential

partnersCentral

agriauthoriLocal

agricauthoriAcadeassociatSource:

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Potential

partner

Partner

brief

description Collaborative

modelAgricultural

?

Branch

organization

of

Ministry

of

Agriculture,

?

Syngenta

can

enlarge

experts

technology

service

which

is

responsible

for

agriculture

academic

influences

and

encourage

center

technology

development

and

promotion

them

to

answer

questions

on

Q&Aplatformcultural

tyState-level

?

Syngenta

can

provide

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platformagricultural

research

?

Research

institute

dedicated

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specific

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and

O2O

in-field

surveyinstitute

(e.g.

citrus

category

of

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opportunity

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research

expertsresearch

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researchprojects?

Syngenta

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ultural

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plant

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Provincial

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ty

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Potential

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Established

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SYT?

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Established

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DJI

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start-up

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data

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satellite

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usagebig

data

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partial

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China

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organized

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association

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research

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Key

potential

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Traceability

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ca

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category

Potential

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Partner

brief

descriptionCollaborative

modelCentral

government

Ministry

ofMoA

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open

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collaborate

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3rdparty

platform

as

long

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government

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government

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agriculture

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economic

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?

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layer

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the

MoA’s

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?

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company

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agriculture

sector

and

rich

state-own

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leading

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the

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value

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the

agriculture

companies

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the

SYT

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the

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SGS,

Bureau

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ALS

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companiesInvite

certification

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the

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SYT

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a

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influence

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China

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catch

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Or

Syngenta

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transparency

software

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乙方

analysis商業(yè)模式畫(huà)布創(chuàng)新要求Source:

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乙方

analysis

Trafficgeneration

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Infrastructure點(diǎn)出必備的能力潛在合作伙伴及合作模式Syngenta

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“size

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%

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%

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%

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total

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% 50%

Total

=

A

╳

B

╳

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grow

club

potential

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group

returnon

C

Total

revenue

RMB

170,000,000Total

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vulnerable

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loyalists

%

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pertime

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=

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╳

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Monitor

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rmingHypothetical

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Initial

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