chapter v the flow direction and distribution law of soft value

history has proved that simple labor is easy to support a family, but difficult to get rich. In agricultural society, hard-working farmers can only support their families, and the landlords who own land and livestock get rich; In the industrial society, workers are also very hard, but when faced with global overcapacity and factories stop production, it is also the first-line workers who are laid off and transferred.

The rich in history are always in a dominant position in value distribution because they occupy the scarce elements of wealth creation.

In today's soft value era, those who master soft resources and elements such as knowledge, technology, information and culture are paid more and more.

In the world of soft value, because demand does not exist rigidly, but is created by supply itself, those who participate in creating and expanding the cognitive groups of soft value are also creators of soft value, and should get corresponding wealth distribution.

Chapter VI Unlimited Potential of Soft Value

The soft value of online games, the essence of people's consumption is not games, nor game props, but a willingness to pay for a certain psychological feeling brought by games.

Emotion * * * singing, group expansion, interactive fermentation and scarcity are the soft values of culture and entertainment.

properly controlling the scarcity degree can maintain the sustainability of soft value. It is conducive to maintaining the price of goods at a relatively safe level, which is why many businesses will launch limited editions.

The knowledge soft industry has evolved into various forms such as education and training economy, scientific research economy, consulting economy, think tank economy, conference and forum economy.

it is the main way for education and training enterprises to improve their group cognition to find out their unique operation mode, market positioning and cultural values.

the creation of scientific research soft value must aim at the audience to the maximum extent, so as to expand the breadth of communication groups.

when creating knowledge-based soft products, consulting enterprises put pertinence and creativity in the first place, which can not only improve its soft value content, but also make the general form of stealing secrets and plagiarism not damage its soft value.

The research of think tanks must conform to the current soft value frame of reference, and put forward independent, professional, operable and constructive policy suggestions for the most contradictory problems.

Sometimes the conference or forum economy will also promote the development of other industries, especially those forums that create brand effects, which often stimulate the development of tourism, catering and other service industries in the host region.

the pricing of information products depends more on the value judgment of the information recipients themselves.

Free and humanized services for the gathered users enable the products to be charged to advertisers or drained partners. The wider the user group, the higher the fees that advertisers or partners are often willing to bear.

in the world of financial soft value, changes in investors' ideas and behaviors will not only affect the fluctuation of financial asset prices, but also influence the financial asset prices by powerful investors.

When people's demand for goods exceeds the initial basic physical functions of these hard wealth, and they begin to pay more attention to psychological experiences and spiritual feelings such as health, socialization, showing off and taste, this demand can only be met through the supply of soft value. As a result, the division of labor in the service industry of goods is becoming more and more refined.

in hard value industries, one of the most effective ways to enhance value is to provide efficiency. However, in the field of service soft industry, there is an "efficiency optimization paradox". If the efficiency optimization is not at the expense of customer satisfaction, it may greatly narrow the cognitive group.

if we can make good use of agglomeration effect, we can often "hitchhike" and carve up the "cognitive group" of the original service soft industry. For example, Hollywood movies are not always of high quality, and Japanese animation is not always of high quality, but when it comes to movies, we will still think of Hollywood, and when it comes to animation, we will still push Japan first. Just as consumers want to shop, they will probably visit the shopping mall complex, because there are shops gathering there, and there is always a certain dress in a shop that can meet the consumer demand, and the shops in the shopping street will naturally gain the corresponding cognitive groups.

although it is difficult to measure the group cognition with a fixed unit or number, the group cognition obtained by the means of customer feedback on the resume can present a soft value multiplier in a certain state and provide valuable information for enterprises to improve their services.

Chapter VII Transition to Soft Value: A New Paradigm of Global Economy

People's emotional demands for communication, ostentation and self-realization have always existed since ancient times, and soft value will play an increasingly important role in hard wealth.

the value of future commodities no longer depends entirely on how much hard value cost is invested, but more on how to improve the soft value coefficient of commodities by bringing better experience to consumers and giving more ideas of socialization, culture, fashion, environmental protection and quality.

in the past, Engel's coefficient was used to describe the development degree of a country by the proportion of total food expenditure to total personal consumption expenditure. In today's Internet quantum era, the form of value is mainly soft value. The degree of soft value development of a society can consider the "expenditure coefficient of manufactured goods", that is, the proportion of manufacturing hard products in a family's total expenditure.

Social soft value coefficient = 1-coefficient of expenditure on manufactured goods

Analogous to Engel's coefficient, that is, the higher the proportion of expenditure on manufactured goods in household expenditure today, the less developed the economy is; On the contrary, the more the consumption expenditure of soft value, a spiritual product (including hard products endowed with soft value), the more developed the economy.

Soft value has changed the value structure of commodities, and the value of hardware such as raw materials will further shrink. Products and services such as socialization, entertainment, knowledge and information that meet people's spiritual needs will become the main body of people's consumption in the future, and the proportion of various information economy, knowledge economy, cultural economy and service economy will become larger and larger in the future, which is the general trend of the global economy.

with the gradual softening of enterprise assets and organizational forms, many enterprises are becoming more and more open, more and more like an open platform. Through a standardized and branded platform carrier, various production factors are quickly organized to form an effective allocation of social resources.

Witkey mode is a network innovation mode that uses the Internet for knowledge management. It is a flexible way of employment, breaking the restrictions of region, time and working style. Enterprises can also reduce costs by using "soft employment", and individuals can improve work efficiency and quality of life through "soft employment". In my opinion, this witkey model is not used by large enterprises at present. On the one hand, from the perspective of business secrets of enterprises, on the other hand, from the perspective of traditional management, people need to gather together for intensive teamwork. At present, this witkey mode is more suitable for small enterprises and start-ups, and it is a more effective choice to reduce costs.

The California government once sued Apple, Google, Intel and Adobe for not poaching from each other. The reason was that the local government wanted to promote the flow of talents among companies, and prevent the human resources from becoming rigid and rigid, which hindered the road to innovation.

in the internet age, the relationship between people does not revolve around land as in the agricultural age, but around factories and enterprises as in the industrial society, but around soft resources.

In the Internet (soft value) era featuring openness, equality, decentralization and * * * enjoyment, everyone can participate in the creation and sales of global soft value. People are both providers of soft products and consumers of soft value. John donne, an English poet, said in Meditations that "no one is an island by itself ... anyone's thinking makes me suffer, because I am pregnant among human beings".

the spread of any kind of soft value should not exceed its own energy. In order to avoid the evaporation, alienation or deformation of soft value caused by too fast spread, we should enhance the sustainability of soft value, let more people participate in the process of soft value creation, and constantly endow it with new stories and cultural connotations, "so that soft value can be fermented sustainably".

Chapter VIII Soft Value Strategy

Capitalists can use piece-rate wages, hourly wages and "Taylor system" to supervise workers' production lines, but it is impossible to supervise and manage soft value production activities such as artistic creation, software writing, creativity, pricing and trading of financial assets of knowledge-based talents in the same way.

Because of the causality and reversibility of soft value creation, most of the time, the process of our consumption of soft products is also the process of obtaining happy spiritual enjoyment and creating soft wealth. Education should attach importance to creative thinking, cultural accomplishment and happy feeling in cognitive process.

in the era of soft value, the value focus of all walks of life is gradually shifting to the soft elements such as information, knowledge, culture, finance and services contained in products. The soft value content of each product is greatly increased and far exceeds the hard value, product pricing is also triggered by soft value, and the industrial structure is gradually softening.

consumers are willing to pay higher prices for products that show their unique personality. Attach more soft value to hard products, meet people's spiritual needs for customs, fashion, status, identity recognition (cultural identity, class discrimination, personality display), and improve the soft value content of products.

In the era of soft value, if an enterprise wants to achieve sustainable development, it must rely on the development of soft assets such as new technologies, private brands, management modes and communication channels, expand the effective input of products, and even build a leader's resource integration platform or club. Once soft assets are reported to be scarce, difficult to copy, difficult to replace and low in expansion cost, their asset valuation will far exceed their cost input and material existence, and even show great value in advance before sales and profits are generated.

nowadays, most of the customers' demands of soft products are in the nonproductive and immaterial spiritual field, with more emotional and psychological reaction characteristics, showing the characteristics of diversification, personalization and subtlety. In order to build a soft value system in this situation, the most important thing is to respond accurately to customers' demands and provide soft products that meet the needs of users and meet their psychological experience in competition. Accurate meeting and tapping spiritual demands is the focus of enterprise innovation.

guide group cognition and create public value. The main way is to show the public their working methods and values. Only when there is public value can there be a profit model. Formulate the slogan of enterprises serving the public and establish values.

the so-called soft value platform enterprise, all platforms have three * * * same connotations. First, it has social public value, can provide entertainment exchanges, carry free resources, and attract the demands of different interest subjects and interest subjects; Second, it has the functions of resource grafting, resource conversion and resource expansion, forming a stable business model; Third, it is reproducible and can hatch quickly.

The success rule of platform-based enterprises is also divided into three steps:

The first stage is to accumulate social public value. For example, Didi Chuxing, at the beginning of its establishment, distributed red envelopes to taxis and passengers, creating a process of spreading the breadth of groups.

the second stage is to attract and integrate resources. Didi integrates a large number of private car resources and promotes private car services.

in the third stage, through rapid replication, three-dimensional expansion and multiple values can be realized. Didi also integrates bus, driving, special car, car rental and other fields.