Writing and reading experiences can not only understand the content and theme of the book or text, but also cultivate a clear mind and a keen eye. The following is a sample article of the reading experience of the marketing books I brought, welcome to read for reference.

Marketing book reading experience (1)

When I borrowed this book from the library, my eyes were immediately attracted by the words on the cover, the first book of global innovative thinking training, one of the most valuable business books of the 20th century, and a platform for the expansion of intellectual capital.

Because it is impossible for people to be sensitive to all directions at the same time, and the six thinking hats allow the brain to achieve the ultimate sensitivity to logic and emotion, creativity and information at different times, so considering the thinking style of the six thinking hats from the perspective of acuity can allow us to solve some problems more organized, purposeful and efficient. More importantly, the book mentions that when we have a meeting with many people, in order to achieve the purpose of convincing the other party, we sometimes deliberately conceal evidence against ourselves or try every means to prove that the other party is wrong, but in fact, it is possible that both people are right, but what we see is only one side of the matter. I have participated in many meetings like this, and I have deeply realized that if the six thinking hats are really applied to the meeting, it can not only greatly shorten the efficiency of the meeting, but also play an irreplaceable role in comprehensively understanding, analyzing the topic, and drawing comprehensive conclusions and solutions. I think ZTE should also use this method in its current meetings, but the premise is that the participants must be familiar with the specific use of each hat in this book, otherwise the effect will not be particularly good, and I think this is also the purpose of the company to let us read this book.

The

specific use of each hat is made here to make a reading note, which is convenient to view later.

White Thinking Hat Facts & Figures: The purpose of the White Thinking Hat is to search for and present information, so it is neutral and does not discuss the impact and implications of facts and figures. The facts we state may involve two kinds, verified facts and unverified facts. In the second type of fact, which is believed to be true, it would be helpful if we added an adverb of the degree of truth to the statement. In specific meetings, people who need information should take a centralized approach to questioning to get information and fill in the gaps in the material. It is common to set the stage for other thinking caps at the beginning of the thinking process and to assess whether the goal is consistent with the existing information at the end of the thinking process.

Red Thinking Cap Emotions and Feelings: The Red Thinking Cap legitimately makes emotions and feelings an important part of thinking. The red thinking hat allows the thinker to ask questions and understand the emotions and feelings of the other person. When a thinker uses the red thinking cap, he or she should never try to justify his feelings or find a logical basis for them. The red thinking cap contains two types of senses. One category is ordinary emotions, including intense fear, dislike, and more subtle feelings (such as doubt), among others. The other category is more complex sensations, such as hunching, intuition, perception, taste, aesthetics, and other unsightly sensations. As long as it is suitable for both types of feelings, it is suitable for the red hat method.

Black Thinking Hat Caution and Caution: The Black Hat Thinking Method is biased towards the negative and negative aspects of things. One of the most important functions of the black thinking cap is to identify risks. Any action that is recommended is to be taken in the future. Purely academic thinking is completely different from real-world thinking. In pure academic thinking, it is sufficient to have a description, analysis, and explanation. But in the real world, there's an element of action that I sometimes call operational choreography. When deciding whether or not to adopt an idea, you can use the black thinking cap: Should we adopt this opinion? The black thinking cap can also be used when an opinion is formed: what are the shortcomings that we need to overcome and correct? The black thinking hat outlines the risks and problems that may exist in the future: Where could we go wrong if we take action? The black thinking cap also emphasizes the conformity. Is this opinion consistent with our past experience? Is it in line with our policies and strategies? Is it in line with our ethics and values? Is it eligible for our resources? Is it consistent with known facts and the experience of others? The black thinking cap can also point out errors in the thinking process itself. But it is not the same as argument and must be distinguished from argument. If the black thinking cap is used only as a mode of thinking, it can be overused and abused.

Yellow Thinking Cap Positive, Constructive Thinking: Yellow hat thinking is constructive and inspiring thinking. It can make specific recommendations and proposals. It's about how to do it, how to make things successful. The goal of constructive yellow hat thinking is to achieve results. The Yellow Hat approach is forward-looking, seeking opportunities. It also allows for the existence of fantasies and dreams. The yellow thinking hat is neither the pure positive and optimistic mood of the red thinking hat, nor the direct creation of new ideas like the green thinking hat.

Think creatively: The value of the green hat is that everyone has time to think creatively. Creativity is no longer a matter for the person making the suggestion itself, everyone sitting at the conference table can create new ideas. When using the Green Thinking Cap, everyone either strives to create or stays silent. And people don't like to be silent, so they often jump for it. At this point, we can consider using some illogical creative thinking first, and then elicit logical creative thinking through these thoughts. There's an easy way to set up triggers, and that's to think backwards. Find out how things happen often, and then think backwards, or get it back to square one.

Blue Thinking Hat Thinking Control and Supervision: Through the Blue Thinking Hat, we define and describe the problems to be discussed, find out the various definitions, indicate the goals of thinking, and discuss the results that should be missing. We can elaborate an overall plan for the process and sequence of thinking. One of the most important aspects of it is concentration, what is the purpose of thinking? It is not enough to know a general purpose. The way of asking questions is also an excellent way, and the questions can be divided into two categories: 1. Fishing questions; 2. Shooting questions. The most practical thing about a problem is to look for multiple definitions, not the best. The specific usage can be at the beginning or at the end, and the final conclusion can be given at the end. In addition, the book gives a basic order of how to organize the six thinking hats, which can of course be considered in relation to the specific situation. White hat yellow (list proposals and suggestions, blue and yellow can be used interspersed, white can also be explained at any time), then use blue hat to find problems that need new concepts, and then green hat to find new solutions. You can then mix white, yellow, and green for further discussion. After that it seems that the yellow assessment, plus the black objections. Then there is the blue hat for a global overview and the route is selected. Then think red and let everyone express their emotions. Finally, it's a matter of thinking about yellow and black to find out what best meets your needs. In the end, it is the blue hat that chooses the action that can be taken.

All in all, each of the six thinking hats is likely to deviate from its own conditions of use if you are not careful when using it, making the horizontal thinking method meeting more efficient. However, just by reading this book, we may not have much opportunity to experience it in practice, and I hope that in the future, we will have the opportunity to improve with you and apply this way of thinking in practice.

Reading experience of marketing books (2)

This week, I read Carnegie's "The Weakness of Human Nature" again, and I feel more and more that psychology is really a wonderful thing. After reading this book, I began to notice that everyone around us has weaknesses that are more or less psychologically easy to break. Knowing the weaknesses of others can make each of us progress smoothly in our daily interactions; Knowing your weaknesses allows you to build on your strengths and highlight your strengths, so as to build a better life. Compared to last week's "Influence", I was deeply touched by the book's repeated emphasis on sincere appreciation and praise of others. I always thought that sales psychology was largely about taking advantage of the characteristics of consumers who are laymen and easily deceived and persuaded to make their own sales performance, and after reading this book, I can't wait to get into the cracks. Recalling what the sister said at the Ditan Book Fair, only if you think this thing is good, and you introduce yourself with a heart that you want to share with the other party, you will feel a sense of accomplishment and be responsible for customers. It may be that I have become sluggish in my idle life in college, and the performance of pulling customers at that time was not very satisfactory in the end, and I have some regrets, but if I were asked to do the same job now, I don't think I would be so afraid of MLM anymore. After all, only sincere communication will earn the trust of the customer and the end result.

Thinking about this, I can't help but laugh, isn't this the first shortcoming mentioned in this book: people are like this, when they do something wrong, they only complain about others, they just don't blame themselves. In the past, I also worked some part-time jobs, mostly pulling people. The more I can't get people's hearts, the more anxious I feel, and I feel that this job is not suitable for us college students, it is too rough; When you come across a company that doesn't look good, you don't want to do it again. But every time I work part-time, I will meet some workers who are not good-looking and have amazing performance. Under the same conditions, others can do it, but I can't pull my face and don't want to do it, and I always find other excuses. We are accustomed to thinking from our own point of view, so that everything that others do is wrong when it is different from our own, and it is the same for others. However, if both sides could look at themselves from the perspective of others, the results would be completely different. Looking at oneself from the perspective of others requires understanding and forgiving the qualities and cultivation of others. Only people who are not smart enough criticize and complain about others. Only when we learn to sincerely care about our friends can we win the greatest trust of our friends.

I think the essence of this book is actually at the beginning, and the various points and techniques that we need to pay attention to at the end are actually not to criticize, blame or complain; Give your true, sincere appreciation; Arouse the desire of others to be carried out in an extension. Each chapter is a lot of small examples piled up and then gives the central idea, which can't help but be too many to remember. Even if we remember, we can't search in real time like a computer when we use it in normal times. There are a few examples of the latter techniques that impress me very much, and there are other techniques that I want to understand and even create by ourselves through our own practice. For example, I have memorized that when I want someone to help, I should use a questioning voice instead of a commanding tone, and before criticizing someone, I should first affirm his strengths, and first talk about my own mistakes, etc., these are the points that we tend to overlook, and the pros and cons are explained in this book, and I will definitely pay attention to them in the future. I was impressed by the example of the factory manager who wrote 6 on the blackboard to motivate the employees, and the speaker who wrote a note stating the pros and cons in order to persuade the hotel to lower the price instead of arguing outright. At the end of the day, I still don't think it's okay to criticize, blame or complain; Give your true, sincere appreciation; Arousing the desire of others is the most important and the most important to remember. Not only in sales, but also in life, I am willing to pursue to be a responsible, sincere, energetic and creative person.

Reading experience of marketing books (3)

Compared with the previous books, this book applies similar to our party's people-oriented governing ideology to corporate governance, and I think it is much the same. To put it another way, money and reputation are in the public, and whether the public buys it or not, whether the public is sure or not, our performance or products are largely based on the humanization of the process of interacting with us. Selling with deception and deviating from integrity is doomed to failure, and only by building trust, acknowledging importance, and respecting what is needed can truly be humanized. In fact, the root of this book is still the integrity emphasized in "The Weakness of Human Nature", but this book refines the specific process and allows us to deepen our understanding in actual combat.

Chapter 2 begins with the author turning the reader into a corporate governance perspective. This may be too early for us now, and I believe that it will come in handy in the near future. In terms of employing people, the emotions of employees and customers are actually related, and the employment should be the right medicine. What kind of staff team there is, what kind of purchase decision customers have. And how the company treats its employees, employees will treat its customers. In order to change the attitude of employees towards work, only those who really enjoy the work of contacting customers will achieve good results. As a corporate governor, it is necessary to create a corporate culture that is friendly, honest, and willing to help customers. I feel that the most rare are the qualities that are necessary for a manager, and there is a lot of work to be done, such as boosting employee morale, expressing the humility of managerial management, relieving the pressure of various hierarchical structures, satisfying managers and employees, and improving the relationship between the whole team. According to the book, if you carry out humanized management, you will get twice the result with half the effort. First of all, when creating a corporate culture atmosphere, the strategy mentioned in the book, such as creating a family atmosphere, creating a culture of employees and their families first, creating a culture of suffering and suffering between us and you, etc., and using actions to convey this culture is not difficult to operate, on the contrary, the strategy itself is the embodiment of humanity. On this basis, only by acknowledging, respecting and trusting employees can we complete the training of employees. In the previous books, I remember that when I summarized the work, I praised the merits and then criticized to acknowledge the efforts of the employees, and this book emphasizes the importance of recognizing employees the way they need them, rather than the way you want them to. This may require managers to have a special understanding of the psychology of their employees and to prescribe the right medicine to achieve this. Another thing that I particularly agree with is the recognition of the entire team and the cancellation of the Michael Jordan Award. Yes, it's important to set up role models, but some employees are really willing to play an obscure, assist-like role, and it's important to reward the team and encourage them. Employees are well trained, and when it comes to receiving customers, the book mentions providing employees with the right tools. When I was working part-time, because we didn't have enough computers that day, we directly attracted potential customers to make presentations in real time, which hit our enthusiasm. In addition, creating fun at work and proactively preventing emotional exhaustion is a time to test a manager's ability to regulate the atmosphere, which in my opinion is very similar to how a coach regulates the emotions of an athlete.

Chapters 3, 4, and 5 talk about how to recognize, respect, and earn the trust of customers. In acknowledging customers, I've learned to acknowledge that a customer's peers, such as friends, parents, and pets, can change a customer's purchase decision with a few words of concern. One more thing I have reservations about is to conduct follow-up surveys with customers. Personally, I am disgusted with all kinds of harassing sales calls, and I feel that the products of these companies are really not very good, and they have been reduced to calling customers. Every time I just hang up, unceremoniously,