PART 1
왜 다시 중국인가
Digital Transformation이 점점 가속화되는 이유 ············································ 22
PART 2
디지털 트랜스포메이션 이해와 마케팅 혁신
모바일 퍼스트···························································································· 54
소셜 마케팅 자동화···················································································· 60
SEO & SEM································································································ 77
SEO: 구글 vs. 바이두의 차이점 ···································································· 92
SEO 관점에서 잘못한 사례 ·········································································· 98
중국 이커머스가 주도하는 3大 혁신 트렌드 ··············································· 106
PART 3
내가 만난 중화 혁신 리더들
카피캣의 신화, 샤오미 ··············································································· 131
대륙의 늑대, 화웨이·················································································· 175
O2O의 리더, 알리바바 ·············································································· 191
대만의 자존심, TSMC ················································································· 209
스마트폰의 창시자, HTC ············································································· 213
휴대전화 삼합회, 오포/비보/원플러스 ························································· 223
음향분야 빅3, 고어텍 ················································································ 231
전 세계 가전 1위, 하이얼 ·········································································· 239
어느새 삼성, LG 턱밑까지 따라잡은 TCL ····················································· 247
세계1위 LCD회사, BOE ··············································································· 251
대륙의 Cafe24, Youhaosuda ······································································· 255
PART 4
생존의 화두, 신사업 발굴
HTC의 Vive-X 엑셀러레이팅 사업 ······························································ 264
Goertek 그룹의 wemake 액셀러레이팅 사업 ··············································· 270
PART 5
DX, 어떻게 할것인가?
'고객'이 원하는 DX에 집중 ········································································ 276
그러려면, 우선 '고객'이 누구인지 명확하게 ················································ 280
과거 경험기반 인사이트를 현재 '데이터(사실)'로 보완 ································· 286
'관찰'로 고객에 대한 인사이트 확보 ··························································· 292
기술보다 '시나리오'가 우선 ······································································· 300
'개인맞춤형' 스마트 제품/서비스를 지향 ····················································· 311
'신속한 시행착오'방식도 고려 ···································································· 319
혁신에 대한 '개방적' 태도 ········································································· 325
최선의 방법이 "비대면"인 시대
기존에는 디지털 사회로 접어들어 발전 중이었다면, 현재는 코로나로 인하여 초?중?고 비대면 수업, 재택근무, 화상미팅 등의 비대면 사회가 더욱 가속되고 있다.
비대면이 중요이슈로 떠오른 지금, 삶과 디지털은 떼어 놓을 수 없는 관계가 됐다. 이에 전자출입명부(QR코드) 등의 IT 기술이 발전하고 있다.
이 책은 IT 분야 중에서도 비대면과 밀접하게 관련된 디지털 트랜스포메이션에 대하여 다루고 있다.
"실용적"에 초점을 맞춘 사업 전략 지침서
이 책은 한 번 읽어 간단히 참고만 하고 넘어가는 책이 아니다. 디지털 트랜스포메이션을 통해 새로운 비즈니스를 예정하고 있거나 지금 현재 디지털 전환을 통하여 비즈니스를 하고 있는 현직의 사람들에게도 많은 도움이 될 수 있는 지침서이다.
이 책을 실용적이라고 말할 수 있는 이유는 [디지털 트랜스포메이션]은 단지저자의 책상에서만 쓰인 것이 아니라, 저자의 경험을 바탕으로 과거 중화권 및 국내에서 진행되었거나 현재 진행되고 있는 DX의 실사례들을 바탕으로 앞으로 우리가 경쟁할 수 있는 무기로 사용할 수 있는 것들이 무엇이 있을지를 보여주고 있기 때문이다.
DX 비즈니스를 하며 혹은 비즈니스를 준비하며 실전의 정보와 발전적 변화에 목말라 하는 사람들에게 시원한 오아시스가 되어줄 것이다.
중고단행본
멀티플라이어
