{"id":6903,"date":"2025-07-15T19:51:15","date_gmt":"2025-07-15T11:51:15","guid":{"rendered":"https:\/\/www.imsherwood.com\/?p=6903"},"modified":"2025-08-30T00:42:32","modified_gmt":"2025-08-29T16:42:32","slug":"column-5lessonfromglobalbrands","status":"publish","type":"post","link":"https:\/\/www.imsherwood.com\/en\/column-5lessonfromglobalbrands\/","title":{"rendered":"\u570b\u969b\u54c1\u724c\u7d66\u4f11\u65c5\u5730\u7522\u7684\u4e94\u5802\u8ab2"},"content":{"rendered":"

<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u5728\u7576\u4ee3\u4e0d\u52d5\u7522\u5e02\u5834\u4e2d\uff0c\u4f11\u9592\u65c5\u904a\u5730\u7522\uff08\u7c21\u7a31\u4f11\u65c5\u5730\u7522\uff09\u6b63\u5feb\u901f\u8208\u8d77\u3002\u96a8\u8457\u9ad8\u7aef\u5ba2\u7fa4\u5c0d\u300c\u65c5\u884c\u9ad4\u9a57\u300d\u8207\u300c\u8eab\u5fc3\u5b89\u653e\u300d\u7684\u91cd\u8996\uff0c\u5e02\u5834\u958b\u59cb\u51fa\u73fe\u4e00\u7a2e\u65b0\u578b\u614b\u7684\u7522\u54c1\u9700\u6c42\uff1a\u98ef\u5e97\u6216\u65c5\u5bbf\u4e0d\u53ea\u662f\u65c5\u7a0b\u4e2d\u6b47\u8173\u6216\u904e\u591c\u7684\u9a5b\u7ad9\uff0c\u800c\u662f\u76ee\u7684\u5730\u672c\u8eab<\/strong>\u3002

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\u70ba\u6b64\uff0c\u6211\u5011\u5f9e\u5168\u7403\u4e09\u500b\u6a19\u7aff\u54c1\u724c\u2014\u2014 Four Seasons\uff08\u56db\u5b63\u9152\u5e97\uff09<\/a>\u3001Aman Resort\uff08\u5b89\u7e35\uff09<\/a>\u3001Banyan Tree\uff08\u6085\u6995\u838a) <\/a>\u4e2d\u6b78\u7d0d\u51fa\u4e94\u5802\u95dc\u9375\u8ab2\uff0c\u4f9b\u6240\u6709\u5fd7\u5728\u4f11\u65c5\u5730\u7522\u958b\u767c\u8005\u53c3\u8003\u3002<\/p>\n\n\n\n

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Photo from: Four Season Website<\/figcaption><\/figure>\n\n\n\n

\u3010\u8ab2\u7a0b\u4e00\uff1aFour Seasons \u7684\u7cfb\u7d71\u5316\u5962\u83ef\u3011<\/strong><\/h2>\n\n\n\n

Four Seasons \u7684\u5962\u83ef\uff0c\u5728\u65bc\u300c\u7cfb\u7d71\u5316\u7ba1\u7406\u300d\u800c\u975e\u6602\u8cb4\u88dd\u6f62
Four Seasons \u662f\u5168\u7403\u6700\u5177\u4ee3\u8868\u6027\u7684\u9ad8\u7aef\u9023\u9396\u9152\u5e97\u4e4b\u4e00\uff0c\u5176\u6210\u529f\u4e0d\u53ea\u4f86\u81ea\u65bc\u9ec3\u91d1\u6c34\u9f8d\u982d\u6216\u7c73\u5176\u6797\u9910\u5ef3\uff0c\u66f4\u4f86\u81ea\u300c\u7cfb\u7d71\u5316\u5962\u83ef\u300d\u7684\u80cc\u5f8c\u5de5\u7a0b\u3002<\/p>\n\n\n\n

\ud83d\udccc \u95dc\u9375\u505a\u6cd5\uff1a
<\/strong>1\u3001\u7d71\u4e00\u7684\u54c1\u724c\u8a2d\u8a08\u6a19\u6e96\u624b\u518a\uff08Design Manual\uff09\uff1a\u5f9e\u9580\u5ef3\u6bd4\u4f8b\u5230\u5e8a\u588a\u786c\u5ea6\uff0c\u7d30\u7bc0\u5168\u90e8\u6a19\u6e96\u5316SOP\u3002
2\u3001\u5b8c\u6574 CRM \u6703\u54e1\u9ad4\u7cfb\uff1a\u6253\u9020\u9ad8\u9ecf\u8457\u5ea6\u7684\u5168\u7403\u65c5\u5ba2\u793e\u7fa4\u8207\u5fe0\u8aa0\u8a08\u756b\u3002
3\u3001\u8207\u5730\u7522\u5546\u5408\u4f5c\u958b\u767c\uff1a\u63a8\u52d5\u300c\u9152\u5e97\uff0b\u4f4f\u5b85\u300d\u6df7\u5408\u6848\u578b\uff0c\u76f8\u4e92\u8ce6\u80fd\uff0c\u4f8b\u5982 Four Seasons Residences\uff0c\u5c07\u54c1\u724c\u50f9\u503c\u8f49\u5316\u70ba\u9577\u671f\u8cc7\u7522\u3002<\/p>\n\n\n\n

\ud83d\udd0d \u7384\u6b66\u89c0\u9ede\uff1a<\/strong>
\u82e5\u8981\u5728\u5730\u6253\u9020\u53ef\u8907\u88fd\u7684\u65c5\u5bbf\u54c1\u724c\uff0c\u8a2d\u8a08\u7d55\u4e0d\u80fd\u53ea\u9760\u611f\u89ba\uff0c\u5fc5\u9808\u5f9e\u4e00\u958b\u59cb\u5efa\u7acb SOP \u8207\u54c1\u724c\u6a19\u6e96\u7cfb\u7d71\u3002<\/strong>\u9019\u662f\u7384\u6b66\u8a2d\u8a08\u5728\u8a31\u591a\u9ad8\u7aef\u65c5\u5bbf\u6848\u4e2d\u6240\u5f37\u8abf\u7684\u7b2c\u4e00\u6b65\u3002<\/p>\n\n\n\n

\"\"
Photo from: Aman Website<\/figcaption><\/figure>\n\n\n\n

\u3010\u8ab2\u7a0b\u4e8c\uff1aAman \u7684\u6975\u7c21\u7f8e\u5b78\u8207\u60c5\u7dd2\u8a2d\u8a08\u3011<\/strong><\/h2>\n\n\n\n

Aman Resort \u5b89\u7e35\uff0c\u7528\u6975\u7c21\u548c\u7559\u767d\uff0c\u5275\u9020\u6975\u81f4\u9ad4\u9a57
\u88ab\u8b7d\u70ba\u65c5\u5bbf\u754c\u7684\u611b\u99ac\u4ed5\uff0c\u5b83\u5d07\u5c1a\u4e00\u7a2e\u6975\u81f4\u5b89\u975c\u8207\u7cbe\u795e\u6c89\u6d78\u611f\u7684\u8a2d\u8a08\u54f2\u5b78\u3002\u5168\u7403\u4e0d\u5230 40 \u9593\u64da\u9ede\uff0c\u537b\u500b\u500b\u90fd\u662f\u9ad8\u7aef\u65c5\u904a\u5708\u7684\u8056\u5730\u3002<\/p>\n\n\n\n

\ud83d\udccc \u95dc\u9375\u505a\u6cd5\uff1a
1\u3001\u9078\u5740\u6975\u7cbe\uff1a\u4f4d\u65bc\u5c71\u6797\u3001\u6c99\u6f20\u3001\u6d77\u7063\uff0c\u5efa\u7bc9\u8207\u5730\u666f\u5b8c\u7f8e\u878d\u5408\u3002
2\u3001\u6975\u7c21\u8a2d\u8a08\u8a9e\u5f59\uff1a\u4e0d\u8ffd\u6c42\u88dd\u98fe\uff0c\u53cd\u800c\u8457\u91cd\u81ea\u7136\u6750\u8cea\u3001\u5149\u7dda\u3001\u7a7a\u6c23\u8207\u6bd4\u4f8b\u3002
3\u3001\u6c89\u6d78\u5f0f\u9ad4\u9a57\u8a2d\u8a08\uff1a\u5982\u51a5\u60f3\u7a7a\u9593\u3001\u79c1\u5eda\u665a\u5bb4\u3001\u5b89\u975c\u95b1\u8b80\u6240\u7b49\u3002

\ud83d\udd0d \u7384\u6b66\u89c0\u9ede\uff1a
\u6975\u7c21\u4e0d\u662f\u5331\u4e4f\uff0c\u800c\u662f\u8a2d\u8a08\u7684\u6fc3\u7e2e\u3002\u7559\u767d\u5be6\u975e\u7a7a\u767d\uff0c\u800c\u662f\u9080\u8acb\u5929\u5730\u7f8e\u666f\u5165\u6846\u3002\u6211\u5011\u5728\u65c5\u5bbf\u5730\u7522\u8a2d\u8a08\u4e2d\u4e0d\u53ea\u8ffd\u6c42\u7f8e\u611f\uff0c\u800c\u662f\u900f\u904e\u6e1b\u6cd5\u8a2d\u8a08\uff0c\u7cbe\u6e96\u6253\u9020\u60c5\u7dd2\u9ad4\u9a57\u7bc0\u9ede\uff08Emotional Touchpoints\uff09\uff0c\u8b93\u4eba\u4e00\u65e6\u9ad4\u9a57\u904e\u7a7a\u9593\u5373\u300c\u904e\u76ee\u96e3\u5fd8\u300d\u800c\u60f3\u300c\u4e00\u4f86\u518d\u4f86\u4e85\u3002<\/p>\n\n\n\n

\"\"
Photo from: Banyan Tree<\/figcaption><\/figure>\n\n\n\n

\u3010\u8ab2\u7a0b\u4e09\uff1aBanyan Tree \u7684\u6587\u5316\u8f49\u8b6f\u8207IP\u8b8a\u73fe\u3011<\/strong><\/h2>\n\n\n\n

Banyan Tree \u6085\u6995\u838a\uff0c\u5f9e\u7576\u5730\u6587\u5316\u63d0\u7149IP\u8207\u5546\u696d\u8b8a\u73fe
\u6085\u6995\u838a\u4ee5\u4e9e\u6d32\u8996\u89d2\u6253\u9020\u878d\u5408\u300c\u81ea\u7136\u3001\u6587\u5316\u3001\u6c38\u7e8c\u300d\u7684\u9ad8\u7aef\u5ea6\u5047\u54c1\u724c\uff0c\u5176\u6210\u529f\u4e0d\u50c5\u4f86\u81ea\u7a7a\u9593\uff0c\u800c\u662f\u5c07\u5730\u65b9\u6587\u5316\u8f49\u5316\u70ba\u53ef\u89f8\u6478\u3001\u53ef\u9ad4\u9a57\u3001\u53ef\u8cfc\u8cb7\u7684 IP \u5167\u5bb9\u3002<\/p>\n\n\n\n

\ud83d\udccc \u95dc\u9375\u505a\u6cd5\uff1a
1\u3001\u5f37\u8abf\u5728\u5730\u6587\u5316\u8f49\u8b6f\uff1a\u8a2d\u8a08\u53cd\u6620\u5730\u57df\u6027\uff0c\u4f8b\u5982\u6cf0\u5f0f\u8305\u5eec\u5c4b\u7c37\u3001\u8d8a\u5357\u624b\u5de5\u71c8\u98fe\u7b49\u3002
2\u3001\u5546\u54c1\u5316\u5c0e\u5411\uff1a\u958b\u767c\u81ea\u6709SPA\u54c1\u724c\u3001\u6587\u5275\u5546\u54c1\u3001\u9999\u6c1b\u8207\u65c5\u904a\u7522\u54c1\u3002
3\u3001\u6d3b\u52d5\u8207\u5167\u5bb9\u8a2d\u8a08\uff1a\u7bc0\u6176\u5100\u5f0f\u3001\u50b3\u7d71\u624b\u4f5c\u3001\u5728\u5730\u5c0e\u89bd\u6210\u70ba\u65e5\u5e38\u9ad4\u9a57\u3002

\ud83d\udd0d \u7384\u6b66\u89c0\u9ede\uff1a
\u771f\u6b63\u6210\u529f\u7684\u4f11\u65c5\u54c1\u724c\uff0c\u4e0d\u53ea\u662f\u300c\u98a8\u683c\u300d\uff0c\u800c\u662f\u8b93\u6d88\u8cbb\u8005\u6d3b\u5728\u6587\u5316\u6558\u4e8b\u4e2d\u3002\u7384\u6b66\u8a2d\u8a08\u9f13\u52f5\u5728\u7b56\u5283\u521d\u671f\u5c31\u5c0e\u5165\u300c\u5730\u65b9\u5275\u751f\u300d\uff0c\u4e26\u540c\u6b65\u898f\u5283\u5834\u666f\u96fb\u5546\u6a5f\u5236\u8207\u5167\u5bb9\u5e73\u53f0\uff0c\u8b93\u6bcf\u4e00\u500b\u9ad4\u9a57\u80fd\u5920\u7522\u751f\u8f49\u5316\u8207\u5ef6\u4f38\u3002<\/p>\n\n\n\n

\"\"
Photo from: ChatGPT<\/figcaption><\/figure>\n\n\n\n

\u3010\u8ab2\u7a0b\u56db\uff1a\u9867\u5ba2\u53c3\u8207\u54c1\u724c\u7d93\u71df\u7684\u65b0\u6a21\u578b\u3011<\/strong><\/h2>\n\n\n\n

\u9867\u5ba2\u4e0d\u53ea\u662f\u6d88\u8cbb\u8005\uff0c\u4e5f\u662f\u54c1\u724c\u5927\u4f7f\uff0c\u751a\u81f3\u662f\u6295\u8cc7\u80a1\u6771\uff5e\u6703\u54e1\uff0b\u56de\u79df\uff0b\u773e\u7c4c\u6a21\u578b
\u65c5\u5bbf\u54c1\u724c\u82e5\u60f3\u6c38\u7e8c\u7d93\u71df\uff0c\u5fc5\u9808\u8b93\u9867\u5ba2\u4e0d\u53ea\u6d88\u8cbb\uff0c\u66f4\u53c3\u8207\u7d93\u71df\u8207\u50b3\u64ad\u3002\u9019\u6b63\u662f\u8a31\u591a\u570b\u969b\u54c1\u724c\uff08\u5982\u56db\u5b63\u3001\u6085\u6995\uff09\u5df2\u7d93\u5be6\u65bd\u7684\u7b56\u7565\u3002<\/p>\n\n\n\n

\ud83d\udccc \u61c9\u7528\u6a21\u578b\uff08\u7384\u6b66\u5be6\u52d9\u64cd\u4f5c\uff09\uff1a
1\u3001\u6703\u54e1\u56de\u79df\u5236\uff1a\u4f4f\u4e00\u665a\u8cfa\u4e00\u665a\uff0c\u5f62\u6210\u9ad8\u9ecf\u5ea6\u793e\u7fa4
2\u3001\u5c0f\u984d\u773e\u7c4c\u80a1\u6771\u6a5f\u5236\uff1a\u9f13\u52f5\u6d88\u8cbb\u8005\u6295\u8cc7\u623f\u7522\uff08\u4f8b\u5982\u6bcf\u4eba50\u842c\u3001\u6700\u9ad810\u80a1\uff09
3\u3001\u793e\u7fa4\u50b3\u64ad\u6fc0\u52f5\uff1a\u6253\u5361\u3001\u4e0a\u50b3\u7167\u7247\u53ef\u7372\u5f97\u9ede\u6578\u8207\u514c\u63db\u4f4f\u5bbf\u6b0a\u76ca

\ud83d\udd0d \u7384\u6b66\u89c0\u9ede\uff1a
\u4f11\u65c5\u5730\u7522\u7684\u50f9\u503c\u4e0d\u53ea\u4f86\u81ea\u65bc\u8cc7\u7522\u672c\u8eab\uff0c\u800c\u4f86\u81ea\u300c\u53c3\u8207\u611f\u300d\u8207\u300c\u64c1\u6709\u611f\u300d\u7684\u5546\u696d\u8a2d\u8a08\u3002<\/strong>\u9019\u6a23\u7684\u65c5\u5bbf\uff0c\u4e0d\u53ea\u662f\u88ab\u8a02\u623f\uff0c\u800c\u662f\u88ab\u8a8d\u540c\u3001\u88ab\u652f\u6301\u3002<\/p>\n\n\n\n

\"\"
Sherwood Design Gallery <\/figcaption><\/figure>\n\n\n\n

\u3010\u8ab2\u7a0b\u4e94\uff1a\u8a2d\u8a08\u7684 KPI \u662f 10 \u500b WOW \u9ad4\u9a57\u9ede\u3011<\/strong><\/h2>\n\n\n\n

\u6253\u9020\u300c10\u500bWOW\u9ad4\u9a57\u9ede\u300d\u662f\u8a2d\u8a08\u771f\u6b63\u7684 KPI
\u5728\u7384\u6b66\u8a2d\u8a08\u7684\u65c5\u5bbf\u958b\u767c\u6d41\u7a0b\u4e2d\uff0c\u6211\u5011\u63d0\u51fa\u4e00\u500b\u6838\u5fc3\u7406\u5ff5\uff1a\u300c\u4e00\u9593\u6210\u529f\u7684\u65c5\u5bbf\uff0c\u61c9\u5728 10 \u500b\u95dc\u9375\u7bc0\u9ede\u6253\u52d5\u5ba2\u4eba\u3002\u300d<\/strong><\/p>\n\n\n\n

\ud83d\udccc 10 \u500b WOW Touchpoints\uff1a<\/p>\n\n\n\n

    \n
  1. \u8a02\u623fUI\/UX<\/li>\n\n\n\n
  2. \u5230\u9054\u5927\u5ef3\u7684\u7b2c\u4e00\u5370\u8c61<\/li>\n\n\n\n
  3. \u958b\u9580\u8207\u7a97\u666f\u8996\u91ce<\/li>\n\n\n\n
  4. \u5165\u6d74\u8207\u9999\u6c1b\u9ad4\u9a57<\/li>\n\n\n\n
  5. \u7a7a\u9593\u71c8\u5149\u8207\u97f3\u6a02\u52d5\u7dda<\/li>\n\n\n\n
  6. \u7761\u7720\u9ad4\u9a57\uff08\u5e8a\u54c1\u3001\u906e\u5149\u3001\u975c\u97f3\uff09<\/li>\n\n\n\n
  7. \u65e9\u9910\u6216\u665a\u9910\u5100\u5f0f\u611f<\/li>\n\n\n\n
  8. \u793e\u7fa4\u6253\u5361\u8a2d\u8a08\u9ede\uff08\u5982\u6236\u5916\u6ce1\u6e6f\u6c60\u3001\u6253\u5361\u7246\uff09<\/li>\n\n\n\n
  9. \u9000\u623f\u8207\u9053\u5225\u8a71\u8a9e\uff0f\u79ae\u7269<\/li>\n\n\n\n
  10. \u7db2\u8def\u8a55\u50f9\u8207\u793e\u7fa4\u5206\u4eab\u52d5\u7dda\u8a2d\u8a08<\/li>\n<\/ol>\n\n\n\n

    \ud83d\udd0d \u7384\u6b66\u89c0\u9ede<\/h2>\n\n\n\n

    \u6bcf\u500b\u7a7a\u9593\u90fd\u662f\u300c\u50b3\u64ad\u7d20\u6750\u300d\u3002\u7576\u8a2d\u8a08\u80fd\u5275\u9020\u60c5\u7dd2\uff0c\u60c5\u7dd2\u5c31\u80fd\u5275\u9020\u50f9\u503c\uff1b\u800c\u50f9\u503c\uff0c\u624d\u80fd\u5275\u9020\u54c1\u724c\u8cc7\u7522\u8207\u5fe0\u8aa0\u3002<\/p>\n\n\n\n

    \u8a2d\u8a08\uff0c\u4e0d\u53ea\u662f\u5efa\u7bc9\uff0c\u800c\u662f\u69cb\u7bc9\u5546\u696d\u751f\u614b
    Four Seasons \u6559\u6211\u5011\u6a19\u6e96\u8207\u898f\u6a21\uff1b
    Aman \u6559\u6211\u5011\u6975\u7c21\u8207\u60c5\u7dd2\uff1b
    Banyan Tree \u6559\u6211\u5011\u6587\u5316\u8207\u8b8a\u73fe\uff1b<\/strong>
    \u7384\u6b66\u8a2d\u8a08\uff0c\u5c07\u9019\u4e09\u8005\u878d\u5408\u61c9\u7528\u5728\u5730\uff0c\u70ba\u6bcf\u500b\u696d\u4e3b\u6253\u9020\u300c\u5834\u666f\u5373\u5546\u696d\u3001\u6587\u5316\u5373\u54c1\u724c\u300d\u7684\u4f11\u65c5\u5730\u7522\u89e3\u6c7a\u65b9\u6848\u3002<\/p>\n\n\n\n

    \u6211\u5011\u76f8\u4fe1\uff1a
    \u8a2d\u8a08\u5275\u9020\u9ad4\u9a57\uff0c\u9ad4\u9a57\u5275\u9020\u8a18\u61b6\uff0c\u8a18\u61b6\u5275\u9020\u50f9\u503c
    \u800c\u50f9\u503c\uff0c\u5373\u662f\u9577\u671f\u54c1\u724c\u8b77\u57ce\u6cb3\uff01<\/p>\n\n\n\n

    \n

    \ud83d\udcde \u60f3\u6253\u9020\u4f60\u7684\u76ee\u7684\u5730\u65c5\u5bbf\u54c1\u724c\uff1f
    \u7acb\u5373\u806f\u7e6b\u3010\u9ec3\u66f8\u6046 \u00d7 \u7384\u6b66\u8a2d\u8a08\u3011\u5718\u968a<\/a>\uff0c\u70ba\u60a8\u7684\u571f\u5730\u3001\u6587\u5316\u8207\u9858\u666f\uff0c\u8a2d\u8a08\u4e00\u500b\u80fd\u88ab\u5e02\u5834\u8a18\u4f4f\u7684\u7a7a\u9593\u3002<\/p>\n<\/blockquote>\n\n\n\n

    \"\"
    Sherwood Design Gallery <\/figcaption><\/figure>\n\n\n\n
    \uff03\u7384\u6b66\u8a2d\u8a08 \uff03\u9ec3\u66f8\u6046 \uff03\u4f11\u9592\u65c5\u904a\u5730\u7522 \uff03\u65c5\u5bbf\u958b\u767c\u8a2d\u8a08 \uff03\u6587\u65c5\u54c1\u724c\u7b56\u5283 \uff03\u5730\u65b9\u5275\u751f \uff03\u5834\u666f\u7d93\u6fdf \uff03\u6587\u5316IP<\/strong><\/pre>\n\n\n\n
    <\/p>","protected":false},"excerpt":{"rendered":"
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