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对于传统行业互联网真不是万能的
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Topic: 对于传统行业互联网真不是万能的 (Read 362 times)
Zhan21
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对于传统行业互联网真不是万能的
May 12, 2015, 03:18:30 AM
#1
互联网颠覆传统行业、互联网+、互联网思维——所有这些互联网时代的著名言论和概念,都让传统行业既迷茫又兴奋:迷茫于是否以及如何求助互联网;兴奋于终于有了解决各种行业问题的大救星。
一时间,医院诊所、律所等等开始进军互联网,开了公众号等,把网站的信息再搬运一遍,安排一个客服管理后台,定期推送文章,做好各种服务的自动回复指南;移动支付也完成开发,线上采购健身卡、购物卡,交钱环节从柜台、电脑变成了手机。满怀一腔热忱,组建专门的线上团队,整装出发之后——咦,为什么没有变化?钱和人都打了水漂?互联网也不那么灵嘛。
这里,需要厘清两个概念。
首先,将传统的运营模式加一层互联网的壳,并不是真正的“互联网化”。开公众号、做移动站、开发app——这些都只是增加了一条到达用户的渠道。对比原有传统行业模式,未发生任何变化。如果这些渠道够精准,还可以看作是对业务拉新的有效途径;如果并不精准,那确实只是打水漂。
对传统行业而言,在执行上“互联网化”之前,应该先去理解互联网思维与传统行业思维的区别,并将互联网的优势融合或改进原来传统模式,从而扩大价值。例如,互联网服务的精髓:注重用户体验;互联网工具下的效率最大化;工具免费、增值服务收费——等等理念,如果能有效与传统模式的资源相结合,在原有业务基础上,一定能找到突破点。
其次,即使将互联网思维和原有的传统业务模式有机结合,也未必能够解决所有问题。互联网对于传统行业的最大价值之一,在于提升效率,从而实现成本节约、资源优化配置等变革。如果传统行业的痛点就是效率低下,那么互联网能够对传统行业起到根本性的结构变革和业务提升。
如果传统行业的问题根源并不在于“效率”本身,那么很难用互联网去解决问题。例如,医疗行业的根本问题在于资源不足,互联网能够提升资源的利用率,却无法从根本解决根源不足,当利用率最大化时,仍然供需不平衡,那么,互联网也并无更多技可施;健身行业是一个效率低下的行业,忙时忙死,闲时闲死,而成本却一直在持续——是不是可以用互联网解决效率问题?
答案仍然是“未必”,因为健身场所的效率低下的根本原因,在于健身需要业余时间,而所有人的业余时间是基本重合的,很难做到区别时段健身,除非做到所有行业和机构错时上下班。互联网无法解决;也许任何人都无法解决。
在有些生活服务领域中,互联网可以构建全新的模式,例如滴滴解决出行;但在更多的传统行业领域,互联网更多时候只是一种全新的手段。不假思索盲目跟风,也仅仅是增加了一种手段而已;手段使用不当,则更是事倍功半。
作者:泉四 | 来源:iDoNews 专栏
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对于传统行业互联网真不是万能的
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