Example: ① The colors of Nippon Paint can change to make it shine everywhere; ② Swatch watches have various styles and are infused with mood, season, fashion and other elements to make them more popular; ③ Mobile phones and home appliances change styles, Everything else that has not changed is the new model, and you will make money if you adopt it first. The Motorola V70 rotating mobile phone and Amoi A8 dancing mobile phone are examples of changing styles to get high profits first; ④ Pan Shiyi is good at change and emphasizes value innovation. With courage and wisdom, we took the lead in introducing the "SOHO" concept (Small Office Home Office), which has been popular abroad for many years, that is, working from home. In essence, the Soho clan is not a symbol of regional space, but a way of thinking and a change in lifestyle. This allowed his company to truly "not compete with competitors" and enter a blue ocean; ⑤ Marketers should be good at change, have diversification in their specialization, have changeable thinking, and have extensive knowledge, so that they can make decisions based on the market Better plans will give people more accurate guidance; ⑥ Changing sales methods and strategies will often make sales easier: For example, on Christmas night, in front of a college club, an old woman was guarding two baskets of big apples and selling them because of the weather. It was cold, few people asked, and business was very cold. Seeing the situation, a professor came forward to discuss a few words with the old woman, then went to a nearby store to buy red ribbons for festival weaving. Together with the old woman, he tied apples two by two, and then shouted: "Lovers' apples!" ! Two yuan a pair!" The couples passing by found it very interesting, and the pair of apples tied together with red ribbons looked very interesting, so there were many buyers. All sold out in no time. The old woman was grateful and earned a lot of money.
5 Change: Put forward opinions and suggestions on existing practices, and do better (passive, often only after the shortcomings of things are exposed, the method of eliminating these shortcomings is used) )
Example: ① Women didn’t buy Marlboro cigarettes, so they changed their creative ideas and publicity and sold them to men, which led to today’s Marlboro; ② The top of Haier refrigerator was changed into a computer desk, and the result was It is very popular among American students; ③ The same product sells well after changing its selling point. For example, Wong Lo Kat changed its selling point to a drink that prevents people from getting angry and it quickly became popular; ④ His and her beverage products have not changed, but the packaging has been changed. Men's and women's classifications are also very popular; 5. Changing shortcomings into features for publicity can often lead to the state of taking advantage of adversity and taking advantage of adversity. For example, a fruit seller suffered a fire one day, and the skin of the bananas was a little burnt when grilled. Hei, he thought it was definitely finished and couldn't be sold. No one will buy black bananas. But he found that these bananas were still intact inside and tasted even better. So he had an idea, and when he went out to sell, he claimed that they were Argentinian bananas, which attracted many people to try and buy them, but they were all sold out. ⑥ Times are changing, and corporate organizations often need to be improved, so corporate restructuring, process reengineering, information management and other reform measures have been introduced one after another. In other words, if there are obstacles in the enterprise, it must be improved, improved, improved, and changed for the sake of progress. For example, GE in the United States advocates change the most.
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9 generations: Can other tools, methods, and materials be used instead?
Example: ① The ancient Archimedes told us that we do not necessarily need a scale for weighing, but use buoyancy. It's okay; a story in a primary school textbook tells us that a crow doesn't have to knock over a bottle to drink water, just a stone; ② Chen Tianqiao's recent black box home entertainment plan is to use a TV to complete all entertainment functions and replace a computer , telephone, will be the new "rebellion" equation; ③ Fountain pens sprout new branches from the old tree: When fountain pens are gradually replaced by ballpoint pens and rollerball pens, they have become a product that has entered a period of decline and is on the verge of death. Positioning shifts to meaningful, valuable gifts. This gift is the most suitable and most memorable gift to give when you encounter a major turning point or milestone in your life's journey. ④The price of Beijing bus cards has been significantly reduced to encourage more citizens to use buses to travel to relieve the pressure of private cars on urban transportation; ⑤In the 1920s, the United States promulgated alcohol prohibition and the sale of alcohol was no longer allowed, but there was an alcohol extract Jiang Ding is selling like crazy. Jiang Ding is medicine. If you are not allowed to drink, you have to take medicine. So the American Dr. Hammer set his sights on ginger, the raw material for Jiangding production, and teamed up with banks to monopolize the ginger trade in Asia and America. As a result, he made a fortune; and what can be used to replace cigarettes, such as cigarettes, which are healthy and environmentally friendly? , caring for family ⑥ TV programs have people reading books, reading newspapers, and managing money. At the same time, many manufacturers are gradually outsourcing non-professional business and handing it over to people who are better at it, while they specialize themselves. The company continues to slim down and make subtractions.
10 Move: (It means moving, converting it to another use or moving a certain part of the item to create a new item.)
Example: ①21 There is no market for color TVs in the city. If they go to remote rural areas, they may have a second spring; the products we don’t use may be given to the poor people around us in North Korea, who will take them as treasures; ② When Shulei first launched on the market, The P&G counter will be moved wherever it is, and the distance between it and No. 1 will be No. 2! ③Post-it notes were originally made to be very sticky, but later it was discovered that the stickiness was not good, which led to the sticky note function today; and the telescopic rod antenna on the TV was "moved" to the teacher's podium, and it became a retractable "teaching device". Great". ④ At that time, Mou Zhizhi of the South German Group bartered for necessary needs, exchanging more than 800 wagons of light industrial products for 4 Russian aircraft; ⑤ Beijing is the political, economic and cultural center, and Shanghai is the economic, financial and trade center. It is important to engage in cultural industries. To become bigger and stronger, Beijing is a big market and must be contested. Therefore, many consulting and planning figures choose Beijing as their base camp and then radiate to the national market. If you occupy another city, such as Tieling, and you say that I am a planning expert from Tieling, and we use Tieling as a base to radiate the national intelligence industry market, do you think you would be embarrassed to say this? You should be able to attend the Spring Festival Gala with Zhao Benshan; ⑥ To build a market, you can surround the city from the countryside, build base areas first, and then fight on the battlefield to liberate North China, liberate the Central Plains, and liberate the whole of China; you can also do it first and then the easy, and be the first in the central city Brands are connected with dots to form a line and then radiate to the surface. The first line is planted with flags, and the second line is red. Mengniu adopts this approach. Similarly, when Haier entered the US market, it also adopted the strategy of first making it difficult and then making it easy. This is like the value of a stone. The extent depends on the value of the market where it is located. It is probably not as expensive as food in a vegetable market, but it is probably more expensive than a diamond ring in a jewelry store. This is the additional value that geographical switching will bring. )
11 Inverse: Reverse the order of up and down, maybe it’s better (that is, reverse the form, nature, function, pros and cons, inside and outside, front and back, left and right, up and down, horizontal and vertical, etc. of something) Invert them to create new things.)
Example: ① Use the right combination to win with the unexpected. Without reverse thinking, it is difficult to win. The story of Tian Ji’s horse racing tells us that reversing the order and keeping the elements unchanged can change the outcome of the competition; ② A zoo is where animals are kept in cages, and we look at them, while a safari park is when we are in an iron cage car, and ferocious animals look at us, and of course we are Let’s see animals :), the other way around is more exciting and the ticket price will be more expensive; ③ I walk and see the roads that others don’t take, and I think about and try to do the ones that others don’t approve of. Many times if you insist on being different, you will really be extraordinary.
Zhong Daolong, the founder of Reverse English, learned English at the age of 45. Others preached quick success. He pays attention to a little bit of dictation. Solid and simple is the most feasible. As a result, it has also established a unique school in the English arena. ④Propaganda and media communication have new characteristics. The media must seduce and plan for controversy. Only by having pros and cons can there be interaction. Contradictions have communication value. This year Jiang Wei’s registration of Zheng Xiaoyu’s rat poison is an example; ⑤Computers all take channels as their core competitiveness, but Dell does not engage in traditional channels and only became the computer leader by playing direct sales; ⑥Encircling Wei and rescuing Zhao tells us that we don’t need to fight wars, just solve problems; Empty City Strategy tells us We don't need to defend the city, we can just use threats.
12 Definitely: Define boundaries and standards clearly (refers to setting new standards, models, and sequences for new products or things, or doing something to improve something, improve work efficiency, and prevent adverse consequences. Some new regulations have been introduced, leading to innovation)
Example: ① Civil aviation has a membership card. If you have enough points, you can enjoy special benefits, which is equivalent to it booking a standard for you and you must fly on its plane. Produce loyalty; ② Rolls-Royce is positioned as a car driven by nobles, royal families, and heads of state, and there are rules. Elvis is a bull, and he is rich. He wants to buy a black Rolls-Royce, but after review, he thinks that the car is a cat. Wang is not qualified and will not be sold. Elvis Presley can only buy the most ordinary Rolls-Royce. This is the rule set by others; ③ Marketing in a sense is positioning, and positioning is to find a resource in the mind. Nongfu Spring has a little sweet. Procter & Gamble products: Each one shows its magic, Head & Shoulders for dandruff removal, Rejoice and Smoothness, Pantene for hair care, and Sassoon for professional. The popular famous teachers each have their own positioning and unique skills; ④ After having a positioning, it is not enough. It is also necessary to formulate a competition barrier and set an obstacle for competitors. The price butcher Galanz uses its price advantage to give competition The opponent creates a threshold. Some companies use patents, civil aviation cards to maintain loyalty, etc. ⑤Companies that formulate standards and game rules can always make more profits. As we all know, Microsoft, Intel, and Cisco are all industry standard setters, so they can all lead the market.