HBG品牌增长研究院
HBG品牌研究院【HBG大渗透品牌增长研究院】 HBG大渗透品牌研究院是2016年由宝洁校友建立的【系统化品牌商学院】， 分享最专业的系统品牌方法论、集聚最顶级的品牌创始人/企业家圈层。 HBG内含商学院、基金投资、品牌孵化三大板块。 长期以来，非常纯粹，坚持分享专业纯粹的品牌系统方法论，回归系统底层逻辑。 HBG大渗透品牌研究院以宝洁校友&北大校友、创始人为主， 覆盖包括宝洁、可口可乐、玛氏、欧莱雅、雅诗兰黛、珀莱雅、谷雨、花西子、欧诗漫、复星集团、燕之屋、小仙炖、Wonderlab、安利集团、安克集团、华润集团、东阿阿胶、老板电器、九阳集团、蓝氏宠物等全球及国内一线品牌&新锐品牌，涵盖美妆、食品、大健康、母婴、宠物、家电、科技、家居、汽车、新能源、户外、酒店、银行、跨境出海等各个行业。 【HBG大渗透品牌增长研究院创始人、院长麦青老师】 毕业于北大，前宝洁品牌专家，HBG品牌研究院院长。 多家企业集团... more
| Publishes | Daily | Episodes | 277 | Founded | 3 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Categories | Society & CultureBusiness |
Listen to this Podcast
Latest Episodes
很多新品不是死在产品本身，而是死在GTM上市打法太晚——产品做完了才问市场怎么讲，货铺出去了才问渠道怎么推，上线之后才发现用户看不懂、买不动、复购不起。
今天HBG院长麦青老师继续拆解瑞幸大单品战略背后的产品NPD体系——是如何从早期流量思维，转型到产品体系化思维？大单品生椰拿铁背后的用户洞察、品类重构和产品开发逻辑。又是如何落地从产品开发，到GTM上市、内容渗透、渠道承接、和数字化反馈？
如果你是创始人/联创，或者负责产品、品牌、增长、渠道、内容、GTM的操盘手，也常常在实战中面临如下挑战... more
瑞幸真正的翻盘，不是靠某一个爆点、不是靠营销，而是从流量思维转向用户思维，从单点打法进化到品牌体系化增长的系统打法。而这一切，始于大单品策略，以及背后的产品NPD体系化。
今天HBG院长麦青老师继续拆解《HBG产品NPD体系化100讲》——瑞幸大单品战略背后的产品NPD体系：是如何从早期流量思维，转型到产品体系化思维？大单品生椰拿铁背后的用户洞察、品类重构和产品开发逻辑。
如果你是创始人/联创，或者负责产品、品牌、增长、渠道、内容、GTM的操盘手，也常常在实战中面临如下挑战：
• 团队一直... more
很多创始人很焦虑——为何有爆品，但总活不久？好不容易琢磨出一个爆品，费九牛二虎之力推上市，好不容易打爆，但几个月甚至一年过后，这个品就没了？团队疲于奔命地开新品，老品没人管，库存越堆越高。
为什么每年都在重复开新品，却很难沉淀真正长存的大单品？如何才能落地产品生命周期管理PLM？
今天HBG院长麦青老师继续拆解《HBG大单品与NPD体系化100讲》——产品生命周期管理PLM如何真正落地？
如果你是创始人/联创，或者负责产品、品牌、增长、渠道、内容的操盘手，也常常在实战中面临如下挑战：
•... more
本期配套知识图谱
为了让大家不仅能“听懂”，还能“看懂、记住、用起来”，本期同步整理了3张《非传统营销》配套知识图谱。
建议大家边听节目边看图，听完后再用这三张图复盘自己的品牌增长、用户触达和渠道渗透。
01｜总览：品牌增长的底层规律
这张图帮你快速建立整本书的核心认知：
品牌增长不是只靠忠诚用户，而是靠更高渗透率、更强心智可得性和更强购买可得性。
02｜核心：品牌增长双可得性模型
这张图是本期节目的核心框架：
品牌增长 = 渗透率 × 心智可得性 × 购买可得性。
心智可得性... more
Reviews
- 太水了
一集博客，5分钟吹嘘自己5分钟吹嘘他人，一堆谁都知道的套话，一个5秒就能讲清楚的观点用一堆无用的修辞讲一分钟。不是男的却有男的爹味油腻，符合不干实事的装铂品牌人的刻板印象。
Apple Podcasts1kimy2077China8 months ago - 难得有能让人静下心来的干货。
难得有能让人静下心来的干货。
Apple Podcasts5hzhjsebdbxxjxjjsndChina2 years ago - 特别喜欢麦青老师
看过麦青老师的《品牌大渗透》[强]
Apple Podcasts5LuCcccc24
United Kingdom3 years ago - 很专业👍
确实踩过一样的坑和误区
Apple Podcasts5ustb_qianChina3 years ago - 信息量好大
得记下来反复琢磨了
Apple Podcasts5jhnsksmehekChina3 years ago
Chart Rankings
How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.
Apple Podcasts | #130 | China/Business |
Audience Metrics
Listeners, social reach, demographics and more for this podcast.
| Listeners per Episode | Gender Skew | Location | |||
|---|---|---|---|---|---|
| Interests | Professions | Age Range | |||
| Household Income | Social Media Reach | ||||
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HBG品牌增长研究院 launched 3 years ago and published 277 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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