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Brand Storytelling: "Η Τέχνη της Αφήγησης στη δημιουργία της Εταιρικής Εικόνας"

Σκοπός Σεμιναρίου:

Σύμφωνα με τις τελευταίες μελέτες των οικονομολόγων, έχουμε μετακινηθεί προς την «Οικονομία της Εμπειρίας». Ο όρος «Οικονομία της Εμπειρίας», περιγράφεται στο βιβλίο των Pine και Gilmore, με τίτλο: «Η Οικονομία της Εμπειρίας: Η Εργασία είναι ένα Θέατρο και κάθε Επιχείρηση, η Σκηνή του». Η οικονομία της εμπειρίας, περιγράφεται ως η επόμενη οικονομία μετά από την αγροτική οικονομία, την βιομηχανική οικονομία και την πιό πρόσφατη οικονομία των υπηρεσιών.
Σε αυτή την οικονομία, οι επιχειρήσεις ενορχηστρώνουν φαντασμαγορικά γεγονότα για τους πελάτες τους, και η μνήμη (γεύση) που τους «μένει», γίνεται το προϊόν, η «εμπειρία»! Λόγω της τεχνολογικής ανάπτυξης, του αυξανόμενου ανταγωνισμού και των διαρκώς αυξανόμενων προσδοκιών των πελατών, οι υπηρεσίες που προσφέρονταν ως σήμερα, θεωρούνται πια ξεπερασμένες, χωρίς υπεραξία, σαν απλές «πρώτες ύλες». Επιτελείται λοιπόν, ένας μετασχηματισμός προστιθεμένης αξίας από την επιχείρηση, ώστε να μπορεί να πουλά τα προϊόντα και τις υπηρεσίες της με υπεραξία και όχι σαν απλές πρώτες ύλες (commodities).


  • “Η Οικονομία της Εμπειρίας: Η Εργασία είναι ένα Θέατρο και κάθε Επιχείρηση, η Σκηνή του”. Παρουσίαση εννοιών και ανάλυση επιχειρηματικού περιβάλλοντος. Ταξινόμηση προϊόντων σε ένα φάσμα αξίας (περίπτωση αλυσίδας Starbucks)
  • Η Τέχνη της Αφήγησης (Storytelling): Οι σύγχρονοι Επικοινωνιολόγοι ανακαλύπτουν την... φωτιά, για δεύτερη φορά!
  • Τρόποι συντονισμού των προσφερόμενων προϊόντων και υπηρεσιών με τα «θέλω» του πελάτη
  • Μελέτες περίπτωσης – (case studies). The Heineken Experience, Nike, Singapore Airlines, Lacta Pavlidis, Apple, etc
  • Συζήτηση - Συμπεράσματα

Σε ποιους απευθύνεται :

Σε επιχειρηματίες κάθε ηλικίας, μικρών - μεσαίων επιχειρήσεων, διευθυντές οργανισμών / υπηρεσιών επιχειρηματικού ή κοινωνικού χαρακτήρα, Προέδρους επιχειρηματικών δικτύων, φορείς της πολιτείας, Δημάρχους, περιφερειάρχες, νέες επιχειρήσεις ή επιχειρηματικά ξεκινήματα που αντιμετωπίζουν διεθνή ανταγωνισμό. Ακόμα σε στελέχη επιχειρήσεων από το χώρο του marketing και της επικοινωνίας που ενδιαφέρονται να εκμεταλλευτούν την καινοτομία και τη σωστή εικόνα προκειμένου να ανταγωνισθούν δυναμικά σε ένα τοπικό ή διεθνές περιβάλλον. Το σεμινάριο θα είναι ιδιαιτέρως χρήσιμο σε επιχειρήσεις που αντιμετωπίζουν διεθνή ανταγωνισμό.


ΑΓΡΙΝΙΟ: Εθν. Οδός Αγρινίου-Αντιρρίου 40, τηλ.: 26410 48775
ΠΕΙΡΑΙΑΣ: Κ. Μαυρομιχάλη 1 & Ακτή Κονδύλη - (Πλησίον ΗΣΑΠ & Προαστιακού Πειραιά), τηλ.: 210 4133023

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