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周鸿祎:建立互联网品牌最核心是好的产品 最根本是创新

2016-11-08 16:37:03   人民网-财经频道

人民网北京11月8日电 (记者 杨迪)今天,由人民日报社主办的“2016中国品牌论坛”在北京举行。360公司董事长兼CEO周鸿祎在做主旨发言时表示,建立互联网品牌最核心的是要有好的产品,做好的产品,最根本的就是创新。

周鸿祎指出,建立互联网品牌最核心的是要有好的产品。一个互联网企业,要通过好的产品,把自己和用户联结在一起,让用户每天能感受到企业的服务,这样的品牌根植于坚实的用户基础之上,才是互联网品牌真正的必由之路。

但是如何做好的产品?周鸿祎认为最根本的就是创新。他指出:第一,创新的来源在于用户的痛点和刚需。所有伟大的企业,都是从解决用户一个很小的痛点,通过一个用户的刚需开始切入市场。比如360十年前只是一个小小的安全工具,但是它解决了用户的痛点,就是替用户在电脑上免费杀毒。通过用户的刚需和痛点,像针尖一样刺破一个巨大的市场,才能让用户对企业的存在产生认知。有了一个巨大用户群的基础,才能够不断地实现商业模式的创新、技术的创新。

第二,互联网品牌需要持续地创新。互联网和其他很多行业最大的不同,就是行业变化特别快,基本上三年就一个洗牌,五年就一个大的变化。随着互联网不断地发展,从PC互联网到今天的移动互联网,到明天的万物互联时代,每个互联网公司很难靠某一款产品永远一招鲜吃遍天,永远屹立不倒。互联网企业要不断地与时俱进,通过持续地创新,不断地改进产品,才能使这个品牌不断被附加新的内涵。

第三,品牌也需要不断地升级。互联网最大的魅力在于网聚人的力量。过去更多强调品牌的力量,是技术的创新,是商业模式的创新。但是,科技也可以同样地作出有温度的创新。最近我们在探索能不能把过去对电脑的保护,对手机的保护,延展到对人的保护。比如借助万物互联的技术,借助智能硬件的技术,开发了360儿童智能手表,希望把孩子跟他的父母连在一起,防止孩子受到意外的伤害,或者走失或者被诱拐。希望在未来的品牌时代,除了谈产品的质量、产品的品质,还能够让产品从冰冷的高科技设备,变成一个有爱、有温度的连接器,这也是很多互联网产品创新的方向。

(责编:杨迪、乔雪峰)

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