Bottom of the Pyramid[金字塔底层]
(C.K. Prahalad)

知识中心

什么是金字塔底层（Bottom of the Pyramid）？ 释义

(经济)金字塔的底层，代表着40亿每日收入不足2美元的庞大人口群体。 在过去的50多年里，世界银行、捐赠国、各种国际援助机构、各个国家的中央政府，以及稍后加入的民间社团组织都想尽办法要消灭贫困，但无一达到目标。

意识到这一令人沮丧的事实，C.K. Prahalad在他的著作 《金字塔底层的财富》（The Fortune at the Bottom of the Pyramid）里提出了一项非常简单却极其革命性的主张： 不要再把贫困群体看作受害者或社会负担，而要把他们视为有活力、有创造力的企业家和有价值的消费者，一个崭新的机会之门就将打开。

Prahalad认为，四十亿贫困人口将是下一轮全球贸易和繁荣的发动机，将是无穷无尽的创新之源。 服务金字塔底层的消费者，需要大公司与民间社团组织、地方政府的通力协作。 此外，金字塔底层市场的发展也将孕育成千上万个草根企业。
 

Prahalad将自己的这一消除贫困主张称之为“共同创造（Co-Creation）”的解决方案，即经济发展的同时实现社会变革。卷入这一共同创造过程的各方力量将包括：

• 私人企业
• 发展和援助机构
• 金字塔底层消费者
• 金字塔底层企业家
• 民间社团组织和地方政府

金字塔底层市场创新12原则

Prahalad为服务[金字塔底层市场提出了以下12项原则：

1. 关注（突破）价格表现。
2. 杂交解决方案，将新老技术混合于一体。
3. 发展可量度、可传输的商业运营模式，且要能跨越国界、文化和语言。
4. 弱化资源强度， 开发生态友好的产品。
5. 对于不适合的产品要从根本上进行重新设计， 对现有西方社会的产品只做边边角角的改动显然不适应金字塔底层市场的需求。
6. 在物流和生产两个方面加大基础设施投入和建设。
7. 加强去技术化（服务）工作。
8. 教育（半文盲）顾客如何使用产品。
9. 开发高性能产品，即便在不良环境下也能正常工作， 如噪音大、灰层多、不卫生、滥用、电力中断、水污染，等等。
10. 产品要具备可调用户界面，以适应多样异质的消费群体。
11. 设计分销方案时，要同时考虑到极度分散的边远地区市场和高度稠密的城市市场。
12. 优选宽广架构，便于快速便捷地融入新特征。

金字塔底层的起源。 历史

Prahalad在出版他的2005年专著之前， 就消除贫困的技术架构问题发表过两篇文章：

• 2002年1月： 与Stu Hart合写、发表在《战略+商业》上的《金字塔底层的财富》（The Fortune at the Bottom of the Pyramid）
• 2002年9月： 与Allen Hammond合写、发表在《哈佛商业评论》上的《服务世界贫困人口，有利可图的事业》（Serve the World's Poor,Profitable）

金字塔底层的运用 应用

• 这一架构为私营企业者提供了推动力，促使他们为金字塔底层构建市场生态系统，帮助其实现转型。
• 帮助人们重新思考、改变长期持有的信仰理念、假想设定和意识形态。
• 以金字塔底层消费者为目标，提供产品（服务）开发的线索。

金字塔底层思想的优势。 优点

这一思想方法最有力的地方在于，帮助人们重新思考和改变那些长期持有的信仰理念、假想设定和意识形态，所有这些无不建立在以贫困群体为受害者、为社会负担的旧有思想基础上。

• 金字塔底层有利可图， 它是一个切实可行的市场。
• 金字塔底层市场无进入性问题， 非传统方法如雅芳女士（Avon Ladies）或许更为有效。
• 金字塔底层消费者同样有很强的品牌意识。
• 金字塔底层市场已被连接（手机、电视、互联网）。
• 金字塔底层消费者对先进技术怀有开放心态。

金字塔底层理论的假设。 条件

1. 如果私营部门不积极参与，如果全球质量标准的产品和服务不对贫困群体敞开大门的话，贫困群体就不可能融入全球化的进程，也不可能分享全球化的丰收果实。
2. 金字塔底层市场为私营部门提供了一个新的成长机会，为创新进步提供了一个新的交流论坛， 旧经验老办法在金字塔底层市场上行不通。
3. 金字塔底层必将成为私营部门的主要市场和核心业务， 金字塔底层市场不会仅仅停留在企业社会责任的研究领域里。

参考书： C.K. Prahalad - The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits [中译本《金字塔底层的财富：在40多亿穷人的市场中发掘商机并根除贫困》，中国人民大学出版社，2004]

论坛 关于以下内容的论坛讨论：金字塔底层。您可以在下方提出有关此主题的问题、分享您的经验、报告新的发展或解释一些事情。 🔥 The BOP Theory Inspired Globolization Strategy I was encouraged when I got this BOP theory at the first time. I think that is the begining of globalizing of the world, to avoid the poor, bloody fighting for food and so on....... 0   Increase the Whole Pyramid It is easy to imagine that if someone moves up to the top, another one will move in the opposite direction, that is down to the bottom. This happens when the pyramid does not grow in its volume. Since... 12   1条评论 Bottom of the Pyramid and Technology The assumption that only the developed world would appreciate and pay for new technology while previous technology are reserved for the poor, is a delusion. The poor equally appreciate new technology.... 11   1条评论 Bottom of the Pyramid Concept by CK Prahalad is Profound A profound concept. Aiming at a win-win solution for all. As Mahatma Gandhi said something like this (I do not remember exact words) if you govern a state, think about whether your action brings a sm... 10   1条评论 Bottom of the Pyramid People and SMEs The development of SME strategies to mobilize the financial resources of the BOP will help get the BOP out of the $2 per day zone.... 10   2条评论 The BOO Model, BOOM Model and BOOT Model. Implementation in BOP Countries The financial models, such as BOO (Build Own Operate), Build Own Operate and Maintain (BOOM), BOOT (Build, Own, Operate, and Transfer), tailor-made for the mega-energy-products which were planned for ... 10   1条评论 Packaging at the Bottom of the Pyramid Perhaps one can look at the BOP concept from the point of view that low income earners require to consume quality products as much as the individuals on the higher parts of the pyramid. Unfortunately ... 9   1条评论 Using House of Quality With Bottom of the Pyramid Framework The Bottom of the Pyramid framework can be perceived as an idea that will make the poorest people in our society more creative and innovative. Whichever approach or policy is adopted to make this a re... 8   Responsibility of International Corporations Large corporations such as Nestle and Exxon mobile have traditionally supplied raw materials with a low price from developing countries, but they have shown only little amount of co-operation with l... 3   1条评论 Rural Marketing - Rural (Tourism) Marketing How is rural tourism marketing different? How can rural tourism be used as an effective tool to remove unemployment of rural people?... 3   5条评论 Why Informal Economies can Become Larger than Illegal Economies Over the last decades, the concept "informal economy" has been conceptualized in many ways (see here for detailed info); scholars often refer to it as economic activities that take place outside a def... 3   Definition of Informal Economy People that belong to the bottom part of the economic pyramid are often unable to generate income from the so-called formal economy, and therefore they aim to sustain themselves via informal economic ... 3   Problems with Bottom of Pyramid No matter how liberal and open we project ourselves... It's easy to say we should improve the capabilities and position of those at the bottom of pyramid. But when it comes to implementing it, it req... 3   1条评论 Enabling Bottom of the Pyramid (BOP) Entrepreneurs Micro credit organizations such as KIVA are enabling access to credit. It's a good start. Education institutions (now often profit driven) need to make the access to trade education as well as other m... 3   2条评论 Effective Humanitairian Aid to BOP Countries: The Case of Haiti Haiti has once again been hit hard, this time by a devastating hurricane named Matthew. The country � which is one of the poorest in the world � needs help from abroad, as their own chronic ineffectiv... 2   Improving the Lot of People at Bottom of the Pyramid (BOP) Takes More I don't subscribe to the view that the lot of 4 billion people at the BOP can be changed by above measures and initiative alone. Unless their basic daily needs of food, shelter, literacy and health ca... 2   2条评论 Bottom of Pyramid and Network Marketing Hybrid Plan Being an entrepreneur and having very practical knowledge of sales and marketing and of challenges faced by the middle & lower middle class in our society (i.e. how to increase income or how to get ba... 2   4条评论 Relations Between Informal & Formal Sector Despite the fact that the definition of the informal economy is debatable, a lot of scholars focus on how an informal sector can be formalised. In particular these scholars research to what extent th... 2   Community Marketing in Developing Countries Due to the lack of well-functioning distribution networks in developing countries, potential buyers in those countries are hard to reach. In such economies/countries, organizations need to use unconv... 1   Best Practices in Extending Medical Facilities to the Poor Has anyone experienced a successful business case that extends medical facilities to the poor? In a country like India about 42% of the population is below BPL (below poverty line). All these people c... 1   2条评论 Ideas for Development Phase of Papua New Guinea How can Papua New Guinea (PNG) improve the living standard and efficient use of resources to improve infrastructure and increase development? What strategies can PNG use to improve lives in the resou... 0   Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed markets (only buyers have less money to spend). The general description of BOP-mar... 0   Bottom of Pyramid People? Which class of people come under BOP?... -1   1条评论 Bottom of the Pyramid (BOP) and Communication If the bottom of the pyramid is not connected with communication tools and media, how can marketers position their product to the BOP consumers (keeping in mind crisis of resources for further investm... -1   开始一个新的论坛主题关于金字塔底层

最佳实践 关于金字塔底层的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 🥇 Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers? The people at the Bottom of the Pyramid are referred to as brand conscious and at the same time they are price sensitive. How should these two factors go together?... 47   6条评论 🥈 Fighthing Corruption in Developing Countries. The Role of Leaders I am looking for ideas to start a study on how to "eliminate" corruption in developing countries. Actually, most developing countries depend on rich countries and international organizations to run th... 25   94条评论 🥉 The Role of Government in Bottom of the Pyramid Thinking Africa is a place with extremities. There is abundance of arable land and sufficient amount of water sources for agriculture. On the other hand, the bulk of the population live in abject poverty hence... 19   5条评论 A Bottom of the Pyramid Solution Must Be High Tech, Low Cost and Mass Producible Many present solutions to the developing countries are based on high tech and high cost. The problems of BOP countries is they need solutions of high tech but of low cost so they're applicable to a ma... 11   3条评论 What is Jugaad? Meaning, Definitions and Examples What is the role of 'Jugaad' (Hindi term for innovative, improvising, lateral fixes and hacks using limited resources) within Bottom of the Pyramid thinking?... 10   4条评论 Developing and Exporting Ideas From BOP Countries I have redesigned traditional hand-pumps and park equipments to work together. The result is a water lifting device which is twice as efficient as manual water pumps and has minimal operational costs.... 7   3条评论 Lighting Up African Village Schools Nigerian population: 150 million - Electricity: < 16bln KwH South African population: 44 million - Electricity > 195bln KwH. In a month, millions of Nigerian students in high schools will be writing... 7   5条评论

专家提示 关于Bottom of the Pyramid（英语）的高级见解。在这里，您将找到专家的专业建议。 Organizing Large Corporations to Capture BOP Opportunities Organizational Development, Best Practices To capture the gigantic opportunities and to deal with the immense complexities of the many emerging markets, C.K. Praha... Bottom of the Pyramid Pitfalls Avoid these Problems when you're Building a BoP-Business According to Ashish Karamchandani, Mike Kubzansky, and Nishant Lalwani ("The Globe: Is the Bottom of the Pyramid Really ... Is your Firm Ready to Enter into BoP Markets? BOP Self-Questionnaire In a recent article titled "The Globe: Is the Bottom of the Pyramid Really for You?" by Ashish Karamchandani, Mike Kubza... Bottom of the Pyramid in Financial Services Microfinance Strategy A success story of a BOP approach in financial services is the case of India-based 250M$ SKS Microfinance. In HBR June 2... Organizational Infrastructure to Address the Bottom of the Pyramid OD, Organizational Development, Best Practices In order to address the opportunities at the �Bottom of the Pyramid�, companies have to build an organizational infrastr... Innovation Principles Behind Bottom of the Pyramid Strategies BOP Strategy Focus Points The 12 principles of market innovation for the BOP are: 1. Focus on value, on delivering performance for the price 2. ... Base of the Pyramid Strategic Innovation Strategic innovation in developing markets In their article �Strategic Innovation at the Base of the Pyramid� (MIT Sloan Management Review, Fall 2007), Jamie Ander... Bottom of the Pyramid Commercial infrastructure BOP Commercial Strategy 1. �Creating Buying Power�, through access to credit and rise in income level to help the world�s poor Tier 4 consumers ... Going Global: Adaptation of Marketing Mix Components Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps As we all know, companies that conduct business internationally are often adapting their products to the markets served.... Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets Bottom of the Pyramid, Consumer Behavior, Consumer Marketing It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed ma... Marketing for the BOP market Segmentation The three steps to use for segmenting a BOP market are: 1. Create segments � Break down the largest group with an inter... Examples of Bottom of the Pyramid Strategies Strategy, Marketing, Innovation - Micro-credit: An example of the �Bottom of the Pyramid� is the growing micro-credit market in South Asia, especially i... How BOP Countries Can Disrupt Western Markets Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disr... BOP Success Cases BOP Strategy 1. Small-scale distributed energy solutions using renewable alternative resources such as biofuels for generation of ele...

信息来源 有关金字塔底层的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 BOP is at Best a Harmless Illusion and Potentially a Dangerous Delusion BOP Critics Poor people � at the bottom of the pyramid (BOP) - represent a very attractive market opportunity. The 'BOP proposition'... Reverse Innovation Understanding Reverse Innovation, Innovation Strategy, Emerging Markets, BOP Professor Vijay Govindarajan, a leading expert on innovation strategy explains the concept of Reverse Innovation. "Reve... Perspective: Biography Prahalad (1941-2010) Developing a Broader Perspective towards the Ideas of Prahalad A short biography on C.K. Prahalad's career and ideas.... Bottom of the Pyramid Diagram Alleviating World Poverty by Involving the Prviate Sector Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ... Risk Management in Agricultural Lending Agricultural Risk Management, Micro Finance, Bottom of the Pyramid, Agriculture Risk Management Presentation about Risk Management, especially focused on the Risks in Agricultural Lending. The presentation includes t... Interview with Prahalad about Assumptions in Bottom of the Pyramid (BOP) Thinking Errors to Avoid in BOP Strategy Interview with business guru C.K. Prahalad on "The Unexplored Last Market". In this short video, Prahalad explains 3 wr...

研究链接 自动跳入有关以下内容的其他有用资源金字塔底层。 新闻 视频 简报   书比人好 学术的 更多

比较：   Diamond Model[钻石模型]  |  Cultural Dimensions[文化尺度]  |  Strategic Intent[战略意图]  |  Co-Creation[共同创造]  |  Business Process Reengineering[业务流程重组]

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