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創業者如何從0到1打造自己的個人IP?

分類:移動科技 瀏覽數:45 2019-06-28 23:42 盧松松博客 盧松松博客 編輯: 厚學

2010年的時候,在互聯網圈里有一場大戰,那就是騰訊和360之間所謂的“3Q大戰”,這場戰役讓360的創始人一時聲名鵲起,而騰訊則因這場大戰發生了巨大轉變。

只要你一提起“紅衣教主”,我相信只要是一個互聯網圈的人,無人不知其人,他就是360創始人周鴻祎。

他因為經常穿著一件紅色Polo衫,又喜歡在互聯網圈里斗天斗地,使得“紅衣教主”的名頭在圈里比“周鴻祎”的本名更加的響亮。

事實上,周鴻祎其實此前以及往后跟阿里巴巴、百度、小米、網易等知名公司都有過激烈的交戰,但真正讓他一炮而紅的是“3Q大戰”。

而且,他打造的一款超級產品IP,即360安全衛士,這款產品的風行就和當年剛開始流行的微信一樣,幾乎都是以迅雷不及掩耳之勢占領整個互聯網市場。

現在很多人的電腦端或手機端基本都會安裝上360安全衛士,而這款終端產品當時用了一個免費模式的營銷策略。

這種免費模式,正如劉慈欣在《三體》中提過的威力超級恐怖的降維打擊。

這款免費的安全軟件把當時所有收費的安全軟件,尤其是雷軍負責的金山毒霸幾乎被打得體無完膚,完全毫無還手之力。

從此360安全衛士在這個領域開始稱霸并成功赴美上市后,因網絡安全的特殊性又輾轉回香港上市。

雖然上市一波三折,但“紅衣教主”早已坐擁千億資產,名利雙收。

從打造個人IP的角度分析,周鴻祎成功的利用了“3Q大戰”的事件營銷和360安全衛士的免費模式營銷,這兩大利器在互聯網圈子里一戰成名。

任何事物從0到1是一個最艱難的過程,而像周鴻祎這樣能夠在互聯網圈子里從一片紅海中殺出一條血路的人,幾乎寥寥無幾。

當然了,周鴻祎的“3Q大戰”事件營銷我們很難,但免費模式營銷,還是能夠從中提取有價值的東西應用起來的。

對于我們中小企業老板和草根創業者在周鴻祎身上有哪些值得學習的地方,尤其是如何從0到1打造個人的IP?

周鴻祎的定位是網絡安全,那么打造個人IP的第一步就是定位,你必須清晰明確自己的定位是什么。

定位可以從自己身邊開始尋找,找定位的標準盡量選擇需求大、競爭小的細分領域市場。

核心主要圍繞你可以為你的客戶解決什么問題,然后提供你的解決方法和方案。

周鴻祎開發了360安全衛士,這就是他塑造的內容,可以解決終端客戶各種在電腦或手機端上遇到的安全問題。

那么應用在我們身上則是通過塑造有價值的內容真正幫助客戶解決問題,或者提供解決方案。

你塑造的內容一定要和自己的定位緊密聯系,就像我寫的個人IP打造一樣,每一篇的主題都是緊扣個人IP來寫,根據用戶所需然后給出自己的解決方案和方法。

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