Several basic principles of marketing psychology

Animals may become aggressive because they see a feather of a certain color, or they can be protected by the sound of their own natural enemies. This animal stupid ridiculous mechanical response in humans also have, when a a trigger feature appears, we will unthinkingly make corresponding reaction.
The reason for this may be because we are difficult to perceive the mercy of the psychological weapon. To understand the way users think and act, marketing personnel are more likely to succeed.
1, anchoring effect
Natural scientist Conrad Lorenz found that just out of the shell of the young geese will be deeply dependent on their first sight of the creature (although generally speaking, that creature is his mother). But things are turning to the, a Lorenz unintentional in one experiment is just the first glimpse of shell of young geese. They have since followed until he grew up.
Thus, Lorenz as evidenced by the goslings are not only according to when they were first found to make a decision and decision, once formed, will adhere to in the end. The phenomenon is called “mark””. (that is the first impression)
The effect in the economy reflected obviously, behavioral economics has a word called “anchor”, roughly meaning if you encounter a commodity in life, first eyes leave the impression of price (or we first decided by a particular price to buy a certain as specific commodity prices) will thereafter on buying willingness to offer this product have a long-term effect, the price is the “anchor”.
Black pearl production from a black oyster, in the 70s of last century, even if the price low, but not what the market, after a bit with the legendary gem merchant “planning”, finally shine.
He will black pearl placed on Fifth Avenue in New York store window display, and the high price of incredible and also in some printing gorgeous high impact magazine advertising, advertising in the black pearl in masonry, rubies, and emeralds against the background, Yi Yi is unripe brightness. He also put black pearls worn on the neck of the popular New York opera actress, in Manhattan street.
So, I do not know what the value of geometry, suddenly became a rare treasure. The shrewd businessman was the first to “anchor” the black pearl and the world’s most precious stones.
Price itself is a kind of brand positioning, it is by no means rational only by the supply and demand of two independent forces to achieve balance and then jointly determined. Consumers’ willingness to buy is easily manipulated. That is to say, it is not the intention of consumers to buy the market price, but the market itself, in turn, affect the purchase intention of consumers.
2, the principle of reciprocity
In the “influence” in the book, Robert – B – Theo Dini introduced the “reciprocity” concept. For others to act, we have to return in a similar manner.
BCialdini wrote in the book, when the waiter handed the bill to the customer does not give Mint sugar, the customer will be based on the subjective level of service to the tip. And if the waiter gave a mints, tip increased 3.3%; if the two stars, tipping is an unprecedented increase about 20%.
There are many ways to use the principle of reciprocity in marketing, you do not need to give valuable things, a small gift is very good. Sports shirts, electronic books, and even simple things like a handwritten note can build a mutually beneficial relationship for a long time. Should not give other people free goods, consider the corresponding return.
“Refusing to compromise” this strategy is a very clever strategy, this strategy is actually extension of the principle of reciprocity: if the first and the second request properly, then the other will think the second requirement is you to make concessions, so feel obligated to make corresponding concessions.
For example: if you want to buy a house, the other bid is 1 million 500 thousand, your psychological price is 1 million 200 thousand, then you can not be out of 1 million 200 thousand. Basically in the negotiations, each other will be a preset space, if your first bid is 1 million 200 thousand, then the other side will think your bottom line in 1 million 300 thousand or more. This time, if it is possible to hang 1 million 200 thousand, negotiations will fail. So the right way is, first out of the 1 million, look at the other side of the reaction, and then slowly concessions.
But Robert B. Theo Dini also mentioned that “refused to retreat” strategy has a note, is your first requirements must be reasonable. Once the person feels that your first request is not true, then it will not be able to play its due role. For this case, you said you want to buy the 50 thousand house, the other party may directly go off in a huff……
3, the principle of social identity
Most marketers have been aware of this concept, and its importance is self-evident. Social identity means that people will take the views and actions of people they like and trust.
For example, in the collection of places, if we see that there is already money, we will be more likely to put money inside; if there is no money, but we are more unlikely to put money inside.
Behind this mental activity is inside money, we will tell yourself, others think this thing the money, I prefer also donate; there is no money, we will tell yourself that the things that others do not donate, unreliable estimates.
Merchants to create and hype sell false appearance, often will cause the real hot results. The production of hot spot feeling, is a common method. In addition, through the sale of publicity, increase the fire hand over oil effect, such as the commonly used in advertising cumulative sales XXXX, a drink around the earth XX circle, N consecutive annual sales of the first, and so on.
Even in the absence of specific data or digital, you can also through the advertisement picture has hundreds of thousands of people in a scene, and are using or sought after a certain brand of products to suggest products popularity, Wong Lo Kat, Coca Cola advertisement of a lot of brands have long used the implied practices.
The influence of the “herding”, not just field and contact with the advertisement of that a moment, this kind of experience or impression in the queue is our memory storage, after in the production of similar products, we often can be once again chosen to use a brand of herding skills.
4, bait effect
In the price model of this effect, one of the price to attract people to choose the most expensive price. Dan Ereli has made a famous TED speech: “we control our own decision?”, in which there is a “economist” magazine subscription advertising case:
Electronic subscription: $59.
Paper subscription: $125.
Electronic and paper subscription: $125.
The price of a subscription to electronic and paper magazines is the same as the price of a subscription to the magazine. Why would they offer such a choice? That’s exactly what Ereli was thinking about. He contacted the economist, but not directly from them. So he decided to experiment and find out the answer. He gave 100 MIT students the above price list, asking them to buy the option. When the three option is in, the student selects a mixed subscription; when the 125 dollar print subscription option is removed, the student chooses the cheapest option.
This means that the middle option is not all valid, it provides a reference to the students, they through the comparison will find a hybrid subscription is very cost-effective, so as to stimulate them to spend more money to subscribe to the magazine.
For the price, the relative percentage of the absolute amount is more likely to generate the temptation of action. This is our consumer behavior in the common theory of relativity, with the relative factors to make decisions is our natural way of thinking.
5, the scarcity of principles
BCialdini proposed the concept of the scarcity of principles: the chance, the less content or product, the greater the value.
The less opportunity, the higher the value. The idea of losing something is important in people’s decision making process. Even the idea that the fear of losing something is greater than the incentive for people to get something.
Shortage theory in the commercial application of more, for example, to tell the customer a limited number of goods, can not guarantee the goods have been. It is worth noting that, “time” is also a resource, so the deadline, buy, spike and so on sales, the same can stimulate the desire to buy customers.
The same principle can also explain the study circles that great teaching said: “Deadline is the first productivity.”
Why is the shortage of the principle will have such an effect? There are two reasons:
Human habits to get the degree of difficulty of the thing to determine its precious, something more difficult to obtain, its value often also may higher. Therefore, the shortage will stimulate us to strive for.
When some original with extreme ease things become more difficult, we lose part of the freedom of choice. People have a desire to maintain vested interests, so this is not the possibility of freedom so that we have a strong resistance to the psychological, so as to take the initiative to make certain actions to avoid loss of this thing.
8, the principle of binding loss
Why do you often see a lot of businesses will say, buy 3999 yuan computer, send headphones, send high-end mouse pad, send free 1 years home repair, rather than the headset, home repair and other prices are wrapped in 3999 yuan inside? Also spent 3999 to buy a pile of products and services, why should some part of the said to be “free”?
This is because people’s perception of loss and gain is not linear, assuming you get $100 to get some kind of happiness, and want to get a double happiness may need 400 yuan, rather than 200 yuan. Similarly, the loss of 100 yuan by some kind of pain, it may be a loss of 400 yuan in order to feel the pain of double.
So, if you put all the cost together, give the user a total price, so that users spend a 3999, rather than feeling a number of expenses (3000 for the computer spending, spending 200 for the headset, 200 for maintenance expenditures…… ), the user feels that the money is not so painful.
So many businesses will say “buy 3000 yuan computer, shipping, instead of saying” a total of 3000 yuan, including computer you spend 2995, postage 5 yuan. ”
This is why China Mobile tends to use the monthly package allows users to spend a large sum of money, rather than every time the phone message traffic to be re paid. Which is why gym has always insisted on annual membership fee rather than in accordance with the number of charges, users feel membership fee every time than spend 50 yuan more favorable, but in fact they overestimate the degree of their own future use.
Similarly, if the benefits of decentralization, the user perceived benefits will increase.
So businesses will not say, “you have to sell a large package, including computer mouse,” but said, “buy a computer, send the mouse headset, to send high-end mouse pad and maintenance”. As Taylor, in the journal marketing science, said: “don’t put a Christmas present in a box”.
In short, in order to make you feel that you have been preferential, businesses will do everything possible to tie up the loss, while dispersing benefits.

Only to find a successful way

Only to find a successful way

Alisi·meilite is the United States of a hurdler. That year, and his bet, let him across the field with a relatively high barrier. Although Merritt had never practiced the hurdles, but aggressive by nature he was unwilling to bow before the class, so he riveting enough, leaped, not very difficult jumps in the past. Merritt never dreamed about, his Sprint less ideal, Forte and they hurdle.

After the betting event, decisively abandon Sprint Merritt, switched to hurdling. Of course, the hurdle is not as simple and easy as Merritt thought, just start training, he fell for somersault, as well as the training progressed, he gradually finds himself has an Achilles ‘ heel, it is running fast enough. So far as the short distance hurdles time is winning, even if it is 0.1 seconds, it probably is the key to success or failure. Merritt knew that to be an excellent Hurdler, must find an effective way to overcome this deficiency. However, Merritt made many attempts, but slower than other players to the half.

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That night, tossing Merritt, hard to sleep. However, he soon figured out one thing, since they cannot break on the start, then why waste it in this regard? The 110-meter hurdles was not only a bar, but there are 10 bar, that is, as long as his first bar, seeks to secure, and then speed up in the back, also have no chance of winning. After repeated practice, Merritt and sure enough advantage to defect, he is gathering strength in the previous bar, and in the few bars after violent outbreaks, at top speed the opponent behind.

In 2004, 18 years old represented the University of Tennessee in the Merritt in Italy Grosseto at the FIFA World Youth Championship in track and field, he was like a galloping horse, no doubt won the 110-meter hurdles champion. It was Merritt first received such a high honor, he could not help confidence, in the 110-meter hurdles out of a new world. However, in 2006, Merritt has suffered a Waterloo because he in Switzerland Lausanne meet flying, on that occasion, even though he ran out of the 13 12 seconds of good results, but Liu’s 12 88 seconds, he is still fail and return. Although Merritt dare not imagine that anybody in the world can run such a fast speed, but the fact that he had to believe my eyes. At that moment, Merritt knew “behind, some people outside” themselves with the top hurdlers than there is at a distance. Merritt felt some frustration, he can’t help but ask yourself, do I can exceed Liu Xiang? A voice inside said, Liu Xiang is like a mountain, you can not be more than his, second is good you can do in this life, and another voice says, no, I can’t hold back, now that he can break the world record, then I can do the same.

In order to further improve themselves, Merritt stepped up his training and hard to look beyond their own way, through years of exploration and practice, Merritt on the decision to make seven-step bar on the eight-step bars because bars on the seven steps can greatly increase aggressiveness and speed, with absolute advantage over each other. After three months of hard training, Merritt was finally mastered the seven-step bar Essentials section and make up on his hurdling performance by leaps and bounds.

In March 2012, Merritt flying again met, this time, he is 44, with 7 seconds to beat Liu Xiang has made Turkey World Championships men’s 60-meter indoor hurdles champion. Even more shocking is that Merritt jiyaqunxiong at the London Olympic Games a few months later, succeeded in climbing the Olympic champion’s throne, realized his dream for many years.

Li Ka-shing has a classic saying: no excuses for failure, only to find a successful way. Merritt experience tells us that there are things not impossible, but we did not find the key opens the door to success, as more than 100 years ago, Thomas Edison invented the electric light, as at that time no one dared to believe it will come true.

Success is forced out!

Success is forced out!

Success is forced out! Sometimes, we might as well be a hero, don’t succeed, first roared a voice. More at low ebb, we have to say to yourself! Many successful people are blowing on some leather to bring it on. It is strange, “leather” blow blowing, actually became a reality.

In the eyes of friends and relatives, steel magnate Carnegie is a fast talker. When he was 15 years old, he said, “when I grow up, to form a company that made a lot of money to buy her parents a beautiful carriage. “People were living in slums with him thought he was crazy.

20 year old Carnegie said: “I want to earn enough money for a big house for my family. “At that time with him on the roadside to sell things that people think he’s crazy.

30 year old Carnegie said: “I want to be a Savior, so that all the poor can have bread to eat. “At one time more than 10 colleagues in an Office watching he thought he was crazy.

But this is a crazy person tell their own life dreams, these seemingly unreachable goal has inspired his efforts, finally he became the richest man in the world, become a respected philanthropist!

In life, I always heard people around complaining: “I look good … … I don’t have rich parents … … I don’t have enough luck … … So, I will not be successful. “These people are in decline, as he himself said, he became less and less successful.

Instead, I have seen a lot of people, they say to themselves and to others: “I want to succeed, I want glamour, I want to shine, I want to be like the sun shines for the benefit of sentient beings. “In the end, they were really successful, they changed my life, changed the fate of the people around, then change the fate of many more people. Think carefully, your primary and junior high school students in, always a few boastful person? They eventually all blend very well?

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Psychologists have a verbal suggestion. Speaking from the role, words implied a distinction between negative and positive hints suggested that. As a child before going to bed, the mother take care of him: “play of the day, watch out for wet. “Sure enough was said by his mother. It belongs to negative words implied.

Personally feels well of cover, for fear of falling. Later psychological mentor him in closer to the manhole cover with “man, how can you fear a mere cover” words of encouragement myself, then let him speak ten times in cover, jump 10 times, result the tension disappears. This is the positive self-talk.

Words, ideas, ideas which energy strongly conveyed the information to the brain, and brain wave is the frequency, it will attract with it something of the same frequency of vibration, which in psychology is called the law of attraction. Brain is the most powerful “magnet”, will spread out stronger suction than anything, it will attract things in your brain, your life will become your most often imagine it. The so-called “seizes” principle is this.

Life is in our mouth, when in the low life when we don’t keep complaining, rather than boldly express your dreams, think about his future, only unexpected, no less, thought, action, and dreams into a reality.

Back to eliminate customer psychology

Back to eliminate customer psychology

Many sales professionals to question whether: why whenever signing customers hesitant? It’s actually very simple, because the customer in mind before making any major decisions, risks must be carefully considered. These risks include: product quality is not satisfactory; price is higher than that of other similar products using less effective than advocacy as well as expected; to purchase is not satisfied with the results, but there could be no compensation.

Famous psychologist Maslow felt that sense of security is required to protect its own security needs of human beings, is second only to the physical needs of human basic needs that must be met. Based on inertia, familiar things tend to our psychological sense, while purchases are meant to break our old familiar sense of balance, it introduced a new things in life, and also introduced a certain amount of risk and concern. Especially in today’s market a mixed bag, fake and shoddy products. So in many cases, customers are afraid to be deceived, security became the first customer to purchase needs.

Salespeople to achieve a successful negotiation, be sure to understand the psychology of customers seeking security, by virtue of trust has been established in the minds of customers, address customer concerns in a timely manner by various means. If salespeople eager, but easy to make customers feel that they are not worried, so before you are likely to make efforts to fall short.

1. External image will give customers a sense
Salesman when negotiating with customers to personal grooming, set up the good image, such as hair, beard, clothes, shoes and so on to keep clean, and leave a good impression to customers. You know, personal appearance is the most direct and effective means to win customer trust, it can bring us unexpected results.

2. By virtue of a professional, the ability to make the customer feel relieved
In order to keep customers safe, we need to strengthen their operational capacities, make them more professional. Professional quality assurance, learn about products, deep, more thoroughly understanding of the industry, our credibility and higher capacity, customers can rest assured to purchase products from us. As a salesman, if their products are not very understanding, cannot clearly resolve the customer’s issue, how could customers are satisfied with us, rest assured that it? So, to make customers feel safe, it is necessary to ensure that customers do not doubt our ability.

3. Frankly inform the customer that there might be the risk of
Salespeople sometimes worry too detailed product description offering customer buying enthusiasm, so it’s always dodgy, hope customers don’t pay attention to problems in the product. In fact, this approach is very stupid, unless we are to make a run. Some products do exist some risks, so we must tell clients about these risks, to ensure customer safety, making customers feel: “so you were concerned about my safety, instead of just thinking about my money. “Frankly inform the customer about the product, is not only the advantages but also the problems that may arise, and to draw the customer’s attention, that’s really clever marketing methods.

4. Give customers the financial security
Give customers a certain degree of economic security, learned to help plan out the dealers, to help them find markets, expand market access. Do more laborious, but ensuring the economic security of customers, avoiding worries about the possible loss of customers, the customers and achieve a win-win situation.

5. Customer Assurance
Strong warranty is the customer’s insurance, it helps our customers to easily sign the Bill. Salespeople can provide a credible undertaking or guarantee, which transfers the risk of customers so that they don’t have to worry about product problems have no solutions.

Customers are afraid to be deceived by this, salespeople to understand, not just to stress how good their products are, but to come up with concrete proof of quality, customer confidence.

Do others think business

Do others think business
Line to the North, to facilitate the busy. Choose more important than the opportunities!
Investment is one of the most common and the most direct way of entrepreneurship, bustle of the same group of peers, everywhere, to the market, give the SAC little face profit, Dragon’s essence of Zen into account total stretched face risk, good governance can do. Investment requirements for innovation never like this, there is an urgent and critical!
However, the “profit” filled every corner of the market. “Homogenization” crammed with space projects, become an obstacle to your investment earnings, Tripwire, investment requirements for select, not like this, it is important and critical. The slightest mistake, “” sales “prices” and “shop transfer” from is a forgiving end. Those owners who looked up and not bow to see all sigh: difficult business now!
Sway to the sea, still in the market. What kind of business to make money?
Creative businesses, and imagination to create your profit margin
Project results: the elevator is a very boring thing, three years ago, only one person took the lead in putting the TV in the elevator advertising with 1 million Yuan to create a 1 billion advertising market; three years later, the company could fetch $ 2.57 billion, who walked as much as during the gold, the number of millionaires. Interpretation of “boredom can wealth, mode s new rich” legend, is the focus of the international media.
Idea: create new mode in new economy
Dang number to billion meter of people daily helpless of keep with Internet online download Shi, Earth people are know offline download difficult, in China who first innovation digital products of subsequent service new method and new mode, who on can led following “SMS convenient economic” zhihou of new a round “Download convenient economic” investment boom, 500 million MP3, and MP4, and phone user, this is a special of market gap, big of opportunities blowing and to.
Look at the newspaper stall, hotels, office buildings, supermarkets, railway stations, airports, schools, dining, theater, attractions … Ubiquitous mobile broadcast multimedia, mobile downloads and carrots, how convenient is the more convenient! This is the mobile network the mobile download market photo.
Idea two: creating wealth begins with big ideas
Innovation version mobile broadcast network, created advertising media seamless of, and classification of, and precision of, and save of, and vivid of era, mobile broadcast advertising based on sales commodity itself traits and target consumption groups of associated sex, in appropriate of locations, appropriate of time, to appropriate of by all, passed appropriate of advertising, Maverick of advertising mode once launched makes fit, and deal or no deal of advertising owners unable to, shake media variable Council, led advertising upgrade, “advertising” and “life” a machine phase thaw, outstanding effect off ying and to , Unusually good market performance.

Do other people think, look down on business
Shaoguan, Guangdong Province, Xie Xiaoqiu, although try to sell beer, wholesale stationery and other business, but he really started to make money is from the beginning of operating a small business.
Xie Xiaoqiu: “it was like this big stick, before four years ago and five years ago, this sticker, we charge 20 Yuan a set. ”
In May 2001, Xie Xiaoqiu bought four making purikura machines, customers can choose the background scene photos, photo stickers on the back, can be pasted at random, was welcomed by young people.
Reporter: “How is he? ”
The residents: “the business very well, when business is good. ”
Press Conference: “to what extent? ”
The residents: “the General had to stand in line as the head post. ”
Business may be small, but only because it is a small town, Xie Xiaoqiu turnover reached thousands of Yuan per day, 3 years to accumulate hundreds of thousands of Yuan.
Xie Xiaoqiu: “because it’s nothing technical content, is that you have the money, buy a machine, you can directly operate business, so copy, follow the trend of so many people, and now you see, the boss is here, it’s not expensive, he is 6 Yuan each, we are now there is 6 Yuan following two sets. ”
Because price increasingly low, January 2004, Xie Xiaoqiu simply gave up has profit has very meager of head post, began from online looking for new of project, then he was a color bright of relief-like of pictures attract live has, due to this painting is by color mud for into of, so was called color mud painting and called spent mud painting, so Xie Xiaoqiu to Changsha, and Guangzhou of several spent mud gallery visit learning zhihou, March 2004, will shop again decoration, began business up has spent mud painting.
Xie Xiaoqiu: “in the past, the most original thing to do, is to use one of you like the pattern, and then on the piece of plywood, use carbon paper to expand it. ”
Reporter: “so where are your pictures here are from here. ”
Xie Xiaoqiu: “this is a very simple, online can be. ”
Xie Xiaoqiu provide toilet paper made of white clay and glue as the main raw material for customers after he joined the poster paint color, then add to expand the good on the screen.
Xie Xiaoqiu: “you should pay attention to, next to thin the Middle highlight does not matter, is the same thickness no icing. ”
News spread quickly in the small town a few days later was known to take dozens of Yuan, Xie Xiaoqiu shop making a floral painting, and brought his work home, although this is a small business, but the visit every day also has dozens of customers.
Friend Xie Xiaoqiu: “mud paintings, many children, like the fresh thing, were children themselves to do, and then our friends used to joke that he earned money from children. ”
After the store operation to 12 o’clock at night every day, 27 years after business head, Xie Xiaoqiu, tasting the taste of success once again, as he was immersed in the joy, a fight against sudden, in May 2004, has always loved Xie Xiaoqiu’s grandfather died, it turns out, Xie Xiaoqiu’s mother died 1998, busy at work after the father remarried, Grandpa is Xie Xiaoqiu emotional pillars,
Pingshi Town residents: “had often helped his grandfather, walk, walking, buying food, chatting with him, his grandfather is quite good. ”
Xie Xiaoqiu felt unprecedented sorrow at the death of the grandfather.
Xie Xiaoqiu’s friend, “is to get a drink in the evening, will think of his grandfather cry. ”
In June 2004, immersed in grief careless operation of Xie Xiaoqiu, received a call from a distance, the telephone is the girl Li Yuan, Inner Mongolia’s, and Li Yuan to Guangdong Tourism two months ago, in flower arranging art dealer met Xie Xiaoqiu.
Partner Li Xie Xiaoqiu: “found a place to do flower arranging painting, and then I went and saw its color matching, and method of making it feel particularly attracted me. ”
Had long wanted to start your own business Li is interested in flower arranging painting is because in Inner Mongolia have never seen, she made a call to their colleagues
Li former colleagues: “when Li called back, we let me look Hohhot did not do this DIY water color painting, flower arranging painting, and then I turned around Hohhot, no. ”
Listening to has this a message, excited among of Li immediately spent has 1000 Yuan from Xie Xiaoqiu there learned has spent mud painting technology, back has Hohhot on open has a DIY spent mud painting shop, in Hohhot although this is alone this a of business, but opened yilai almost out, thought Xie Xiaoqiu shop in of fire scenes, Li often to he call ask, phone exchange in the Xie Xiaoqiu think Li of business way exists many problem, so Li wants to invited Xie Xiaoqiu to Hohhot help out points idea.
Xie Xiaoqiu: “she is warmly invited me over, and I just think, go over there, but also to turn around, it’s nice, too, and then I did, the main thing was that trip. ”
Originally just wanted to relax after Xie Xiaoqiu to Hohhot, were pleasantly surprised to find Li Yuan store market potential.
Xie Xiaoqiu: “such a large market, this is the only home the flower arranging art dealer, because it is a capital city, the capital city, it is certainly very much in demand. ”
At this point for fear that businesses cannot be on my own for Li Yuan made cooperation with Xie Xiaoqiu, condition is the investment in half and both sides share, Xie Xiaoqiu feel than the capital city of Hohhot, a greater development in the town and decided to stay, however, when Li Yuan’s father did not agree, and two men got into an argument.
Li’s father: “he had to, after, I said I’m a we don’t know much about each other. ”
Li: “as he is, he is a very kind and very helpful for the kind of person, I have confidence in him. ”
Li’s father: “what interests, stakes, split, and a whole lot of trouble. ”
Li: “is it very clear in our accounts, every day there are several Board, there are several, all accounts, is our daily sales of this diary is very clear, so I think there will not be any problem. ”
Through months of interaction, Li felt that he hadn’t seen the wrong person.
Xie Xiaoqiu: “as for my character, I don’t want to always stay in one place, and I feel like people have to face different challenges, its life will be more interesting. ”
Xie Xiaoqiu finally left in Inner Mongolia, home of the store to sublet are out now, Xie Xiaoqiu first thing to do is to change the method of Li Yuan the previous operating
Xie Xiaoqiu: anybody passing by handing out leaflets, or in the store, this business model is not very well, because you are a customer, you should take the initiative to look for customers. ”
Both men to a nearby elementary school houses past his flower arranging painting, the reception teachers are very interested in flower arranging painting, but will reject them whenever he talks about cooperation, and finally a teacher tell the story
Elementary school teachers: “people will misunderstand me here, isn’t it a lot more, making money, I this is, really, I generally do this I don’t want to misunderstand, that’s it, I teach is taught, that’s it. ”
Heard that classes are mostly from local schools Board of education unified arrangements, while Xie Xiaoqiu while trying to contact the Board, looking for other opportunities, one day Li really have a customer in the store.
Li: “then she says, well, this floral painted very well, I was a drawing teacher, and I, as you upstairs, and then I taught several classes of large, medium and small student. ”
When going out to look for customers when Xie Xiaoqiu wearily went back to the store again, Li lived an artist can’t wait upstairs told him the news
Xie Xiaoqiu: “I said, why didn’t you tell me earlier, I took her to run, and then go and find the teachers to meet, to talk with her. ”

Artists Yi Lida: because in our Studio, more sculpture, small clay sculptures, and do some doll or something, what clothes, the younger children, but their parents may want their children to access to more things, more things to update things. ”
In fact Yi Lida also has been looking for handmade items for the kids to do, although Yi Lida region even national champion of painting, but children are this easy to learn flower arranging painting is very interesting.
Child: “loved it. ”
See children are like spent mud painting, Yi Lida decided official to parents recommended this project, from that yihou Yi Lida of students often visited shop, some also brings has himself of children, daily shop in will reception dozens of bit specifically to painting of small customer, business more stable zhihou Xie Xiaoqiu began grew up customer of works in the among selected out work fine of, earnest to in shop in opened has a works show district.
Parents: “he felt that painting was set here, is not easy, because it is elected, so to speak, children with a sense of accomplishment, he was particularly proud, really are happy than score 100. ”
Names on their works, on display in the shop, which satisfy a child’s self-esteem, small customers are often leading parents and their friends to “visit”, and well done, but after some time, Xie Xiaoqiu found below the age of six or seven children was getting less. So special to find parents to understand the situation. Just found out the reason.
Li: “extension when this pattern is focused on him, his well, and then, his poor, his color when there is no feeling that seems to be very good. ”
MOM: “kids don’t draw very well, for example, children begin watching well, easy is not painted in the middle. ”
Smaller children in the first step the age extension when the painting is bad it’s easy to lose interest. So, Li and Xie Xiaoqiu tailored a number of framed canvas, painting pictures on the artboard, small customers as long as according to the color on the screen all the mud-loving it. 3 or 4 small customers can also paint in the shop.
Some parents, and even children leave to shop all day over the weekend, half a year, this seemingly small business has brought more than 100,000 yuan for buying income. In December 2004, the store had an unexpected visitor.
Xu Hua, General Manager of a trading company in Beijing: “flower arranging painting, and now other people have done, but as he did so well, so popular to do business, have really not seen. ”
Xu Hua in Beijing has been operating manual DIY projects, although it has 7, 8 products on hand, but no matter where work will be noted by looking for some new projects.
Xu Hua, General Manager of a trading company in Beijing: I said if the floral paintings to our company, and we put our handmade soaps, handmade candles and I got him inside the shop is good for everyone. ”
Xie Xiaoqiu: because I have experience as a sticker, money it must be that the first contact to the industry, to earn more, to the back, competition is growing, profits must be thin, that’s for sure, I didn’t stop looking for some new stuff. ”
Xu Hua and Xie Xiaoqiu with each other, then two people exchanging floral paintings and handmade soap making techniques, in March 2005, Xie Xiaoqiu received an invitation from Xu Hua, wanted him to Beijing, Xu Hua’s Assistant,
Xie Xiaoqiu: because of my personality, too, I think there is an opportunity not to miss, then I believe that, through our cooperation, we can not only do business in Hohhot is, or in my home like this, may I face the customer base is nationwide. ”

Market is vast, there many not be reclamation of virgin land. In order to capture business opportunities, good research consumer needs and competitors ‘ weaknesses, focusing on those vulnerable to being ignored, no one engaged in the industry, “no” to work hard.

A, dare to think by what other people think
In the market competition in a crowded forest, if conservative, always reinventing and always dry out big business. Operators to set up innovation consciousness, freed from thinking, novelty, difference, change, do those people think business.
Carpets are one of the most common household items of Arab States, devoutly Muslim family or travel, are scheduled daily prayers. Belgium has a carpet owner, found that when Muslims pray, be sure to look to the Holy City of Mecca. The boss had an idea, embed the carpet compass, compass not due South North, but pointing to Mecca. No matter where we go, just put a carpet on the floor, you can find the direction of Mecca. The new carpet on the market, became a Muslim in demand.
Second, to dare to do things that other people are afraid to do
This sort of thing has its dual nature-is risky, fix may break the two competitors, the market potential is big, once exclusive market results achieved a monopoly position. Risk and opportunity, dare to take risks in order to control the market.
United States early in the Bell telephone company found germanium semiconductor capabilities, can replace vacuum tubes, and soon developed the world’s first transistor radio. But Americans think that transistors costs are too high, low yield, and can only be used for the military. People think transistor sound quality is not too good in Western Europe, high prices, most people do not have. So they are not focused on overcoming technical and technological issues related to transistor. The Europeans did not dare to do things, Japanese dare to take risks, Sony introduced the technology, and quickly resolve issues related to technology and process, product seized world markets. The technology is good for Sony.

Third, do things others do
Operator idea aiming to disdain from others to do things, you can avoid the strong competitive pressure. Commodities also have large market, from small, drilling, one can break the rich success.
In the early 1980 of the 20th century, eased restrictions on household electrical appliances imported in China, many foreign TV manufacturers want to seize the opportunity to break into the Chinese market, but European manufacturers to Hong Kong high consumer as the object did not attach importance to low income sectors accounted for the majority of the mainland market, mainland Chinese TV market is too small, does not have any prospects. Japan TV manufacturers, on the other hand, they think that even though Chinese incomes low, but has the habit of thrift and long-term savings, already has some purchasing power, there is a market with great potential. Thus, Japan vendors seize this good opportunity, a strong marketing campaign in China, soon occupied the Chinese market.
Four things, to do what others won’t do
The saying goes: “one-trick, all day. “Do what others won’t do business, do not develop others products, special technology and high precision and advanced technologies work on fresh win, is also a way to success.
When shaving, if you don’t watch out, cut flesh. For this long-term problem afflicting the razor industry, United States Gillette Company willing to invest 200 million dollars in research on induction technology used in the razor, shaving blade with the faces of people when the curve changes, automatic angle adjustment, up close, smooth and safe shave effect. This unique innovation, makes the company’s products are sold throughout the world, winning high profits.

Unexpected marketing wisdom: encyclopedia of marketing stories 3
Send peanut ice water

During the first world war, United States with a millionaire named Harry, he is a business strategist.

At the age of 15, he was in a circus as a child, the main job was selling lemon ice water. To this end, Harry was playing a little clever.

Puzzling is that in a circus before the start, he was standing in the doorway yelled: “come, come, to eat peanuts, each presented a large package of circus, not money. “Hear the shouts, the audience was attracted in the past. Pleased to take away free peanuts, entered the theatre the circus.

When Harry fry the peanuts, specifically add some salt, not only tastes better, and eat more dry. At that moment, Harry appeared.

He was carrying fresh lemon ice water get sold, nearly all took the audience to buy his free peanuts lemon ice water.

Comments: this is the “bread” of marketing tips. Peanuts is stimulate demand in ice water “shot”.

Real estate King weekend

World real estate magnate Joseph Government delegate, New Jersey opened in 1989 at the end of the auction house.

The House was originally built for shipyard workers to live in war. The auction however real moved to the workers in time of war only three, and the rest has changed.

In spite of this, the “owners” are still “life I moved to live by the former Government, now take me away” grounds, shouting, make every effort to oppose. With them were suspicious, and decided to bleed, and refuses to move.

However, the real estate King to his own cleverness.

Joseph decision than to announce in advance the time one hour in advance of the auction the auction began.

Because he knew that they must be announced in advance of the auction, ready to give vent to their feelings, not envisaged in the earlier auctions will make them, their angry edge will be greatly undermined.

While Joseph passed a significant amount of research, know a household would pay to buy a House, and the household is hoping money will buy it.

The auction time, Joseph intentionally selected those houses make a deal, the houses have a deal soon, the heads of it got on campus.

Other residents see the houses sold, will appreciate that the Government is not to take them off. “Owner” see House of hope, a cavity anger all about already, is only considering how much it costs to buy a House that was paid off.

Joseph “colonizing” counsel has calmed people’s anger, he yelled to the crowd shouted: “now let us curse the bastards we were expelled from their homes! ”

All “homeowners” cursed loudly at once. Called finished, everyone cheered.

In this way, auction houses process very smooth harmony.

Comment: blame others for mistakes, other than will make each other angry, difficult to achieve their objectives. Estate King not foolhardy, but had taken “the opportunity to become masters” policy has achieved good results.
Chewing gum sales work

Chewing gum is a masterpiece of American forces, it was bad luck and now, few people buy.

Later, he found in the trial, in a limited number of customers, most of them are children, so he decided to sell gum to children as “breakthrough”!

According to the addresses published in the phone book, to free four pieces of chewing gum to every family. He sent 1.5 million households, a total of 6 million pieces of chewing gum.

Children eating Lili giving chewing gum, all clamoring to eat, parents, of course, only buy.

From then on, the gum market opens up.

Wise Lili have come up with something new: recycled chewing gum papers. Customers return a certain number of wrappers will be able to get a gum.

Adults and children a piece of Chew and soon became a gum-chewing popular goods sold throughout the world.

Comments: children’s and women’s business is best done, Lili’s gum shows once again that truth.

Star promotions

Japan Toyo has troubled companies as a precursor inventory too much and decided to sell it in a special way.

There was the news that United States movie star Taylor will travel to Japan, Japanese companies jumped at the opportunity. They learned that Taylor has starred in “Black Lightning” movie, so the audience’s impression of his judgment to black. Company, decided to create his snow suit and prepared when Taylor went to Japan and gave him to wear.

Taylor Japan Shi, Japan company “Taylor”, “Taylor wearing snow clothes” as the title, and newspaper ads.

In this way, the first year, Japanese companies sold seven thousand or eight thousand snow suit, has sold more than 40,000 pieces for the second year, snow pants and sold more than 10,000.

In the summer of the following year, Toyo swimwear marketing scheme was introduced to the then popular color—green, blue, red, Brown, lilac 5 colors together, known as “standing staring at” swimsuits, vibration results the swimwear market attractive, than 50% sales for more than a year.

Comment: take a celebrity to promote the key, is to try to make celebrities of quality consistent with the company’s products. This is a basic principle of foreign brand-name product endorser.
Soldier is the best “pitchman”

Bay even though the war had ended, but United States business Gulf war advertising fresh memories of war to the battlefield, still makes those who survived the United States fresh.

Every morning, the soldiers will be waiting for the horizon rising dust. Columns will give them to the truck needed supplies: Coke and Pepsi.

Haven’t stopped the truck, United States soldiers queued up in long lines.

They saw the ad in the ice cold Coca Cola: “the irresistible temptation! ”

This is not plugged into a TV ad, but Saudi Arabia daily reality in the desert.

Coca-Cola spokesman, referring to United States domestic supplies to desert free of Coca-Cola’s action, said: “helping out people, get a life long friend. It’s no doubt good for every business. ”

Before the Gulf war, thousands of United States companies found that “Desert Shield” is a good opportunity for product promotion.

Victor sporting goods company to provide 100 troops to the desert golf club and 1000 golf clubs.

Have oil in order not to let the soldiers wore no shoes to fight, a company donated a box-a box of shoe Polish.

In addition, the company also donated 10,000 to the soldiers Pack, 1000 flying saucers and 20,000 boxes of alcohol-free beer and 100,000 pairs of sunglasses.

In the Gulf war a few weeks, anyone who appears on television than in the number of United States soldiers.

United States television day and night coverage of “our boys in the Gulf”, worldwide television news played all day in the Gulf war. People see the United States soldiers took Coke, small canned brand, Marlboro cigarettes and Sony radio.

During that time the soldiers became the best in the world “advertisements.”

Comment: do war ad funded, has been shown to each participating company is worth it. In the eyes of many is the unthinkable things, United States marketing experts think is a golden advertising opportunity.
Male stars put on Women series

In the 1970 of the 20th century, the production of “beautiful thinking” women’s opaque tights, a United States company, launched a sensational advertising.

Pictures are a pair of sleek, long tube female pantyhose legs. At this time, there was a touching, female voice-over: “we’re going to all of the United States women to prove, ‘ beautiful thinking ‘ stockings can make any shape legs become very beautiful. ”

Lens moved up slowly, audience imagine a model must be a beautiful girl or any glamorous female stars.

Last viewers know, the men wearing women’s stockings turned out to be a Qiao·lamishi—famous baseball star!

He smiled to the crowd and opened his mouth surprised the audience said, “I don’t wear long women’s stockings, but I thought, ‘ beautiful thinking ‘ female stockings make my legs became so great, I believe it can make your legs more beautiful. ”

The advertisement is broadcast, “beautiful thinking” female stockings household names overnight, followed by sudden increase in sales.

Comment: suspense and unexpected results, make carved an indelible impression in the minds of consumers.
Based on customers ‘ wishes

1998 Spring Festival Eve, Carrefour in Tianjin register packed. Near noon, customers began to eat the stuff in the store, then a lot of people to follow.

Carrefour has not called security, nor does it, but Carrefour customer experience out of the ordinary.

Carrefour has put an advertisement in a local newspaper “to buy a bottle of Pepsi-Cola (5), free bottle of tianfu Cola (RMB 2)” of advertising. Due to errors, display ads as “buy a bottle of Pepsi, get one free bottle of tianfu Cola (2)”.

Customers consider two bottles of Coke should be 2 Yuan, and the cashier insisted on a 5 Yuan, aroused strong discontent among customers.

At this time, Carrefour, based on customers ‘ wishes, to resolve the crisis.

Carrefour busy catching up on the one hand, and balance between market supply and demand order, emergency notification each customer is limited to two bottles on the other hand, fixed ad in the paper and apologized to consumers.

Comment: Carrefour “customer satisfaction” as a crisis-management public relations purpose, make a crisis turned into a PR opportunity.

A sales girl’s glory days

Small Gang He went to a real estate company, the performance is zero, the work cannot be carried out.

Finally one day, an old man too urban noise, bad air, going to buy a room the couple live in the zone, but his swing in the number of sales companies.

The old man’s wife had stomach problems, which gives a little what a breakthrough. She began to track feedback on behalf of the door, and they only talk about health care, he said he did the father of Chinese medicine treatment of Portal hypertensive gastropathy is a, the old lady will let any help. Small what they called that night, asked him to provide a treatment of gastric sinus infection remedies. Said the father pig stomach (commonly known as pork belly), macaroni, White Lotus, Lian Mi stew soup with special effects.

The next day, bought medicine for my little old ladies door, morning on the third day, and bought fresh pork belly sent to. Since then, every 4 days Ho sent a pair of pork belly, and does not mention the House thing. When the fifth door, two old men pull small said: “daughter Ah, this afternoon signed the purchase contract with us. ”

From then on, buy commercial customers as long as it is from an early age what she is doing everything it can to help. Have to pay in return, where they are very much concerned about the small, take the initiative to provide information for small, introduces the buyer, where small sales shoot up, people first of all colleagues.

Revelation: “heart surgery” is also a traditional means of marketing, in use may wish to look beyond that, don’t ignore the other person client side, partner, subordinate, and others may have influence with the members of the Secretariat.

Marketing focused on return to products

More recently, in the United States 2005 International Consumer Electronics Show in Las Vegas (CES), the two Korea triumphed manufacturers LG Electronics and Samsung Electronics, has won 29 Awards, occupying the United States Consumer Electronics Association award of all 10%. This seems to be just a simple news about it, but the reality is not so simple.

Overview of CES’s background, it is the world’s largest consumer electronics show, is the electronic industry leader. Award-winning products in this exhibition is undoubtedly more qualified higher-end route.

It is said that in the exhibition, both Samsung and LG have released a new, more games, video, audio and computer-compatible features. This is in line with the future needs of digital home. After Apple launched a diamonds in the Black iPod products, but Samsung’s products because of better playing was admired by more people, more stylish.

Prior to that, Chinese companies and advisory bodies has been studying Korea enterprise, think their way of winning is brilliant marketing strategy and tactics, product, fashion, even carrying the Olympic cause.

But that is not so simple, when we research companies such as Samsung, dominant gene, have ignored the strut behind the dominant gene, such as mastering core technologies, future trends. These are the core competitive advantages of companies such as Samsung.

Comments: do the paving in front, in fact, just to make a point: in the market in the future, technical lead will become corporate Raiders. And many Chinese companies now spend more time on the Terminal, advertising, public relations, not paid much attention to various elements of the product. Strictly speaking there is nothing wrong, but it cannot long maintain differentiated competitive advantage, unable to reach high places, nice and big peaches. Maybe, it’s time to consider how to marketing the focus back onto the item.
Defeated and also a Parker

18 years ago United States whim decided to humble a Parker pen, walked out of the aristocratic clubs, plunged into civilian Wo wants to try in poor taste. Pike less aristocratic salons, civilians did not give Parker the home make the bench. It’s like a lost Prince beginning to understand that I am what the hell?

Parker fountain pens in the United States and the world famous, like Switzerland’s Rolex watches, set beautifully elegant precious in a civilian becomes prohibitive. It is a symbol of wealth, its emperors, Presidents and the rich people give each other gifts. Its value not only in terms of decent and durable, but also treasures.

But the day 18 years ago, it morphed into leather for a return to one’s own life, condescended to, throwing themselves at me in the homes of ordinary people. Since then, the person has begun to it the cold shoulder, with noble hands wouldn’t touch it. But civilians it is not love, just like crude candidate wife, is using strong fields of work fiercely to a Princess, but I do not know where to start, such as “Coke much love.” Then Parker pen was left out.

Parker pen to get across a civilian addictions, miracles in the sales, and almost dying. If you want to day die, let it be, problem is that it does not want to die. Then it’s dead? Movies the million pound bum is really rich, rich is really dead. Parker made his poor time, results annual report a deficit, came close to bankruptcy. It is smart, post-crisis outcrop, a cry from civilians run naked through the House and out, fell into the arms of the rich, thousand admit grumble, not scold yourself miles away, finally received a unanimous understanding of the noble, agreed with Parker back.

The failure there is no sinister motives of the Pike, just soaking in oil and greasy, like some bread, like a runaway young master, and after a lot of homeless, dirty face on an empty stomach, head at a 90-degree, dingy into the House.

More reviews: product market positioning is very critical, “old King Pavilion Hall swallows before, flying into the homes of ordinary people” in marketing must be wary of the situation.

Monopoly after the cold

A company has a half Street facade. This street is a big residential area nearby. Because business is bad for more than 10 years the company had to withdraw stores chosen for renting. There are a couple, the first to rent here, set up a snack shop and business was particularly good. Mala sale, selling tofu sauce, selling instant-boiled mutton, sell Shanxi mutton … … All huddled into the street, the street and noisy, and soon became a popular famous tapas Street.

See rental business so popular. External rental company can sit. Company withdrew for renting the entire facade, ran off all the people who operates a variety of snacks here, suddenly, my snack business. But don’t expect just over a month, the streets deserted, the company’s efficiency is surprisingly poor.

Company managers scratching their heads. Ask a respected market research expert. Experts listened, smiled and asked him: “If you’re going to eat, is an only a restaurant up the street, still to a street that there are dozens of restaurants? ”

Manager said: “of course is where the restaurant much choice, I would have to go. “Experts listened, smiled and said,” so your company has monopolized the street snack business, this same street only a restaurant what’s different? ”

Managers admit, after return, are quick to scale back the business of his company stores, and facing the door for rent, this street business immediately and restore the old fire.

Revelation: on big market to make money, stay away from the market, it is far away from the possibility of making money. This was a mature businessman most clear way of business.
Pet monkey Sun

Once there was a man selling straw hats, very tired every day selling. One day he happened to pass by a large tree, his straw hat down, sitting under the tree began to nod.

When he woke up, found the side straw hats are all gone. I looked up to see, many monkeys in the trees, each animal had a straw hat on his head. He thought that monkeys like to imitate human movements, and he took his hat off, on the ground, monkeys learned he will straw hats have been thrown on the floor. Happily selling straw hat picked up the hat, and went back home. After returning home, he had this strange event told his son and grandson.

After many, many years, grandson inherited the family business. One day, when he sold straw hats with Grandpa, and fell asleep under the tree. Straw was also the monkey away. Grandson grandfather, took off his hat, on the ground, but strange is that monkeys did not follow him, and kept staring at him. For a while, the Monkey King appears. King grabbed a straw hat on the ground and said, “you’re kidding! Do you think you have a grandfather? “

Integrity is a gold-plated

Integrity is a gold-plated

When there is a businessman in the River, take the ship suddenly rolled over, in a fuss, he grabbed the floating dead on the water shouting for help. A fisherman who saw, drove the ship to rescue him. Ships when it was getting to him, the merchant cried, saying: “I am the richest men in the area, you saved me, I reward you with 120 gold. “So fishing man rescues him on shore, but businessmen on shore began to regret it, I thought, he just reached out and gave him so much money? Therefore, only gave the fisherman 12 gold.
Fish said: “you had originally promised to reward my 120 gold, now just 12, how can their fiduciary does dozens of destroyed two gold? ”
Businessman flew into a rage and said: “the fisherman who, like you, day to how much does it cost? And now all of a sudden got 12 gold, why not meet it? “Fish man said nothing and left.
A few days later, the businessman from the River, the ship encountered stone sink, the fishing and the presence. People playing catch, said: “why don’t you help the merchant? “Fisherman replied:” he was promised a reward, but in fact it is the cynical refused to reward people. “The finish will stand idly by, the people around to hear him say, there will be no one to rescue the businessman, in this way, businessmen and drowned.

Family business management methods

Family business management methods

   2200 BC, then located Shun Yu, the power passed to his son cane start, replacing the long lineage of abdication, the establishment of China’s first dynasty – Xia. Since then, China has entered the era of the continuation of home world 4,000 years old hereditary monarchy.
 
    Today, the governance structure of the home world of private business in the prevalence of family management is the preferred management style of many private enterprises. Look at those family management, and some sure-footed, and some never led, some hovering in place ……
 
    – US “Fortune” magazine published 50 of the 2008 World’s Most Admired Companies list, the retail giant Wal-Mart family business once again win ……
 
    – According to Thompson Financial Consulting European family businesses a comprehensive survey analysis: in France, Germany, Italy, Spain, Switzerland and England, the stock market, a large family business ranked high ranking ……
 
    – In China, reports on private family business with a heated debate also frequently seen in the rise and steady development of the major media, new hope, Kingdee side too and a number of family businesses, let people see the hope of national enterprises to the world, And there are many family businesses from glory to decline ……
 
    Whether domestic or foreign, successful family businesses have, it also failed. Behind the success of the family business, there are many private enterprises fell down. In the end Who is to blame? Is a family management’s fault? Or wrong management style? This gives China’s private enterprises made a serious topic: As a family business since Wal-Mart, Ford can eternity, why the success of China’s private family business is rare? Whether China’s private enterprises that adhere to the family of the road?
 
    The rise of the family business is in dramatic changes in China’s economic system, the rules of the game and constantly changing background. Family-owned company with its unique advantages in the fierce competition in the progressive development and growth, is also considered to be the most common sense of the type of business. According to some relevant statistics show that in the non-public economy in China, the family-run business at least account for more than 90%. In these companies, both family-owned businesses or sole proprietorship enterprises, but also a partnership that total enterprises, and even appeared in control of the family members to keep critical enterprise groups. So, is there would be a very good development is not China’s family business, family business is not, there is no merit? Is not these companies can only remain forever under a certain size? Is not a business enterprise to have to abandon the family? Let’s look at some of the family business’s success worthy of note: Once upon a time, the family business in the common economic interests of the appeal, relying on strong cohesion arising from kinship, so that enterprises in a very short period of time to grow rapidly.
 
    Smaller family business, it tends to be more unified centripetal force, managers and owners than other modes, so that the family business members more motivated. Due to the flexibility of the family business, they can mobilize manpower and resources beyond the conventional, without having to comply with the rules of big business is likely to remain. For example, the dawn of the printing plant is the largest printing plant in Wenzhou, director Zhu poetic force big business to do the first time, other plants need six months, he took only 13 days, and finally, 13 day and night not slept in his bed, He fell asleep in the order the customer premises. Ruian Tamura Korea specializes in the production of auto parts, 859 enterprises of all is a family business, industrial output value of 800 million, according to the village population, per capita output value of 800,000. They develop new varieties as long as 37 days, and some large state-owned factory but need more than 1 year. Other logos factory 3-5 months to develop a variety, Jinxiang logo plant as long as 12 days.
 
    Family business out of the trust family members, decision-making is very fast, very strong ability to take risks. They do business entirely favorable, do not look at the national plans and programs, so-called “foot peel slip where what count.” Screw king Liu Taiyuan was originally sold kerosene lamp, he found that the rivets from higher profits among kerosene, start a rivet on the special business. Wenzhou Jinxiang do is start school meal ticket printing, and later discovered badge higher profits, a “badge of the township.” Family Business in simple exchange rate, in exchange for the opportunity to trial and error, “They have 10 million, will not be only 50,000, leaving 50,000 emergency preparedness, he not only 10 but also investment into Wanquan borrow on the market in order to trying to gain a competitive advantage. “an economic study to wage earners identity cadres said that many people willing to return to prostitution after failing Dan Mianhua.
From some of the information shows that contemporary Chinese social and economic environment, there are many characteristics suitable for family businesses to survive, so, after all these years of rapid development, 70% -80% of the private enterprises are still using a family management. Sartre’s existentialism said: all existence is reasonable. Apply this theory, China’s private enterprises family management still has some advantages. The key is: with the market economic system gradually developed and increasingly globalized economy, pure family business only in some sectors, within certain limits of survival and growth has limited space, can not be real competition in the market protagonist. Why development scale family business is not always big up? Should we not be achieved from good to great process?
 
    Below to analyze the management of the family business ills:
 
    First, it is difficult to go beyond the emotional management.
 
    With the growth of the family business, which form inside the various kinds of interest groups, due to the inclusion of complex emotional relationship, so that leaders in dealing with stakeholders will be in a more complex, even a dilemma. When business leaders in violation of relatives and family system, managers as difficult as handling ordinary employees alike, leaving it to the internal management problems.
 
    Second, not solve the problem of the distribution of benefits.
 
    Family businesses there is a very common feature is that you can total pain but not with the willing, the early days, all the contradictions are masked by entrepreneurial passion, but after three venture off – gold and silver, on the honor, row seating often to the healthy growth of the organization created obstacles. When treating honor, money and rights views diverge, between brothers, are likely to arise between father and son against each other phenomenon. For example, I wish companies in Zhejiang, one of top ten inventions of entrepreneurs in the heyday of the time, the backyard on fire, former vice president of Qijiu to divestitures grounds taken to court, the strong wish onto the dock.
 
    Third, with regard to the use of human resources.
 
    The competitiveness of enterprises is the talent competition, this view has begun to be more and more business people to accept. However, many family businesses seem foreign resources and energy to produce a repulsion. Especially since the family-owned business, in general, difficult to enjoy the equity of foreign workers, whose mind is always just workers, always difficult to integrate into the organization. In addition, since it is difficult to absorb external talent, companies higher level of development will be limited. As the New Hope Group President Liu Yongxing, he said:. “The biggest drawback is that the social elite family businesses do not come into a few brothers are at the highest position of enterprises outside talented people to enter, and somewhat similar to a person’s way of thinking without a breakthrough. We each have their own ideas, to something very difficult decisions, easy to delay the opportunity. ”
 
    In many family businesses, the role of family members blurred. On the one hand, family members of employees of the enterprise, is the chairman and general manager of subordinates, need to obey the command of their superiors; on the other hand, family members and the chairman and general manager of relatives, brothers, sisters, and even the elders, Such family members inevitably caught in a conflict of roles among the good working relationship can not handle. In the eyes of other employees, family members are privileged, their contribution can not be recognized, thus dispel their enthusiasm for work, that the management and development of enterprises are playing a negative role.
 
    In addition, business development and growth, it is impossible with just one aspect of the efforts of family, but management personnel, technical personnel and workers of the community together to crystallization. Many family business owners can not recognize this, thought he was unique in the world, and therefore can not properly treat their staff appear to labor in the form of enterprise property rights, not only the general staff as wage earners, and the senior manager of the general workers’ way arrange their compensation structure. If senior managers in their own interests are not met, would otherwise meet the requirements, or corruption, or sell business interests, or bring your own recruiting business and a group of men “quit” to the enterprise to create a crisis. Security barrier easiest defeated from within. Family management, for fear that “Xiong Dixi in the wall”, for fear that the interests to bias blood, once the internal opposition of interest groups emerged, the backbone turned on, and then suddenly a solid edifice will crumble.
With the progress of the times, economic development, and further development of the family business has been the reality in front of us. Gradually exposed the shortcomings of the family business, the further development of family-owned enterprises are facing severe challenges. These problems exposed that China’s family businesses face enormous challenges and ideas grow upgrades, problem management change placed in front of family business management decision-makers. Even China, one of the largest family businesses – New Hope Group, is also doing the change attempt.
 
    Development of new hope is obvious, new hope has been that institutional change is people’s concerns. New Hope think: whether it is business or market, for new hope, it becomes just external things, in fact, most needs to be changed or internal institutional group. In recent years, the chairman Liu Yonghao are mentioned in the various meetings, interview family-style management is the biggest drawbacks of family private enterprises, although at this early stage of gas a group management system, trust each other, through thick and thin gave the development of enterprises bring many benefits. But when the company made some progress, made some achievements, the problem has cropped up. Including the allocation and equity investment direction, vested interests, who is the basic core problem plaguing force began developing the private sector. Since there is a more advanced and modern enterprise system, along the trend and go, new hope does not seem to say no.
 
    1992 and 1995 of internal restructuring, new hope in independence from Hope Group. Or secretly delighted the crowd or feel sorry, the Liu brothers “divided house”, when it has been predicted that ” hope ‘will certainly be declining after the separation, “but a few years to prove, adjust or pieces good, in a “Hope” banner, fragmentation is responsible for the exhibition director, out of a path of family management for enterprise development.
 
    In February 1998, part of the New Hope Group’s corporate shareholding system reform, in March, the new hope the stock market. This step is very important for the new hope, the marks of a traditional private enterprise will thus entered the track of normal operation. Liu Yonghao considers it necessary that both rapid development of enterprise, private enterprise is purely family management towards a new starting point for the modern enterprise system. He believes that the new hope of the market, the introduction of capital is small, the more important is the introduction of an advanced form of business organization, advanced management methods. Now, Liu Yonghao has a strategic investor to convert itself from the role of a manager, a subsidiary of General Manager, Finance Manager, Technical Department three lines became his whole company indirectly restrict “weapon.”
 
    For new hope for, out of family business management model is deliberate. They have realized that the family system has to curb private enterprises to take off their wings, new hope after the restructuring of the system means giving up backward, toward a new direction.
 
    “China’s private enterprises are not big, because it is a family business.” Someone commented. In fact, some say this is one-sided. Successful family business does not mean that family management, the success of his wife medicine is precisely to prove this point.
 
    Mrs. medicine has now become a public company. The company at the time of the listing, made a special risk warning in the prospectus: “The company’s ultimate owners and their immediate families of Zhu Baoguo, before the release of the company from the control of the family company analysis system, which will give the company operating and minorities bring certain risks interests of shareholders. “Mrs. medicine, the Zhu Baoguo family holding reached 74.18%. Such a large proportion, no wonder you want to make such a declaration. However, the company also introduced this explanation: the company has set up two independent directors, divorced from the interests of major shareholders outside the company’s major investment decisions must be made before the implementation of the future by independent directors, they can protect medium and small investors interest.
 
    Listing it means for a family business enterprises with the capital market, running on a more standardized platform and management, natural style should abandon the original racking our brains to make decisions. Zhu Baoguo has admitted that he was not comfortable with what should be a meeting, obtained by the board of directors before making a decision. However, it should be recognized that in the management of the company does a lot of effort, unlike the general family business. In addition to the two independent directors, other senior management staff of the company as general manager of Mr. , deputy general manager of Mr. Feng Kaidong, Mr. Qiu Qingfeng Miss Gu Yueyue, Mr. Zhang Xisheng and Secretary of the Board from the prospectus and Chus have not see any kinship.

Although Mrs. medicine is a family business, however, can go beyond the family management, can merit, this is what they different from other family business success. Everything has its different aspects. Family business naturally has its pros and cons, can be the same as his wife medicine beyond the family management, family business never can not achieve the scale of transcendence.
 
    The family business as the main private economy, relatively stable through this family to ensure the integrity of the organization, and gradually expanded from a small family workshop to the scale of production, the Group’s management of large enterprises, has experienced more than 20 years of time-tested, according to the business experience and socio-economic theory, the new century will be a period of adjustment of forming a family business survival and growth. According to a family of American Enterprise Institute shows that about 70 percent of family businesses fail to spread to the next generation, 88% failed to spread to the third generation, only 3% of the family business in the 4th generation and later still in business . McKinsey & Company study concluded that: Only 15% of family businesses can be sustained for more than three generations. From family business to grow and create, expand, from small to big, from weak to strong, the impact of the family business the second venture, the main drag restrict large-scale development of the family business to focus on: access to capital narrow, highly centralized Enterprise Property , messy human resource management, business strategy and ambiguous development model four ice above. Therefore, enterprises need to get rid of the family obstacles for further development, to dispel the ice restrict the business forward, to make their own healthy development track.

Refined a small abacus account

Refined a small abacus account
From the opening ceremony of the 2008 Beijing Olympic Games, there are 800 Yu Tian, the reporter and the national number of media should be invited to the Beijing Olympic Organizing Committee, the preparatory work for the Beijing Olympics were interviewed.
Beijing Olympic Games in the end can not make money? This is a topic of concern from the sports fans to the ordinary people will care. Jiang Xiaoyu, executive vice chairman of the Beijing Olympic Games, said in an interview with reporters today, “our goal is to make the balance of payments, the amount of income, to ensure the surplus, it can be said that the Beijing Olympic Games to ensure that there is no problem of 16 million dollars.”
First of all, the reporter Jiang hope to help the reader to clarify some concepts. At present, there are many kinds of saying, 400 billion and 280 billion of the amount of money spent on the Beijing Olympics…… Version is not the same, the same is the level of astronomical. In this regard, Jiang Xiaoyu said that in accordance with international practice, the Beijing Olympic Games to spend money is the operating expenses of the Beijing Olympic Organizing committee. Like the city for the competition venues, road construction, municipal, air, sewage treatment investment can not be counted as the Olympic funds. In accordance with the provisions of the host city contract, venues and facilities in principle by the host city government is responsible for building, after all these venues for the Olympic Games after the construction of only 17 days, after the city’s permanent wealth. As for urban transport, environment, air control investment is only the host city by the Olympic Games, take the Capital International Airport as an example, in order to spend huge sums of money to build third new runway is not false, but the end of the Olympic Games will be closed down?
The Beijing Olympic Games, do big article, is needed. Beijing in the bid to host the Olympic Games have done a budget, revenue is expected to be in the u.s.. The BOCOG income roughly from 6 parts: 1, Guoji Aoweihui 2008 Olympic Games sell television rights revenue gained in part will be in accordance with the proportion to the Beijing Olympic Organizing Committee, about $2, 840 million; Guoji Aoweihui global partners TOP plan, sponsorship sponsor proportion may be given to the Beijing Olympic the Committee of $1 to $200 million; 3, the Beijing Olympic Organizing Committee their market development plan, the expected income of 3 to 400 million U.S. dollars; 4, tickets and souvenirs for sale, the expected $100 million; 5, Chinese and Guoji Aoweihui signed according to the host city contract, a government subsidy of $100 million; sold off 6, after remaining substance, about tens of millions of dollars in revenue. As for the Olympic Games is the main expenditure used in the Olympic Village, media village organization operation, athletes, referees, competition chizhuhang overhead.
The final settlement of the Athens Olympic Games in May last year spent more than dollars, equivalent to more than 24 dollars, the Beijing Olympics should not exceed this number. Jiang Xiaoyu said the Beijing organizing committee will strictly implement the guidelines for the Olympics, and has a very complete financial system, each year to accept the Beijing and the International Olympic Committee is very strict auditing supervision. After a lot of people and the Olympic organizing committee dealing with all complaints, rich BOCOG why so “stingy”, even the office paper is to use both sides of the. All the details of this, it is not difficult to understand Jiang Xiaoyu made in various public occasions said: “I believe that by virtue of Chinese excellent tradition of frugality and wisdom, the Beijing Olympic Games will be able to achieve profitability.”
“Fine” is not only reflected in the thrift, but also reflected in the protection of the interests of the sponsors. The reporter interviewed the last ten games of the resources development work, for “protection” and “exclusive” concept is also somewhat perceptual knowledge, but the Beijing Olympic Organizing Committee of the “fine” or enough eye popping. Take the November 11, 2005 mascot launch party for example, the International Olympic Committee, one of the partners of Adidas company sponsored the launch party, should the requirements of Adidas, the Organizing Committee in advance of the night to ask the guests one by one, what kind of clothes to wear, because according to the regulations, the party guests dress there is absolutely not Nike, puma or any non Adidas brand “. Chinese athletes in the party to wear the award is the Li Ning brand, the Olympic Organizing Committee of the staff on the Olympic logo in advance of the logo affixed to the provisional affixed to Li Ning’s trademark. Many people say that the Olympic Games publicity slogan “one world one dream” looks grand and magnificent, but how many people know the story? Promotional film in the past, the selection of the Olympic Games, but the sponsors to mention these wonderful history of the lens, some athletes wear is other brands of sports wear. As a result, the creation of personnel or on the use of computer to modify the camera, or choose other picture only reluctantly part. It is because there is such a “fine”, the Beijing Olympic Games of this article have a solid backing, can really do the magnificent.

The Olympic Games need to be very careful in reckoning not to mention our small business, it

Curiosity: take “God” by the nose

Curiosity: take “God” by the nose

In June 2008, classmate Liu after graduation, work has not been forthcoming, just beside the University opened a “Jade Bookstore. But his business is still dismal JI. So he went out to visit a psychology professor, Professor told him that when the boss should not be too stingy, should make some allowance. Liu since its opening, has been 80 percent discount is very cheap now, customers do not buy it!

“It’s easy, according to the first word of the title before you the first letter of pinyin will rearrange the books. Set the first of each month to · A’, and so on, 26 days a month one lucky letters, as long as customers buy books on the day the first letters of a name to store the lucky letters setting the day matches can be 80 percent off. Professor said.

Small Liu Yiyan, unexpectedly a few days, business is incredibly popular, and many new faces every day to line up to buy the book, and some buy several. Days without the corresponding letters of the month, there are many customers ran to the bookstore to get some targeted proposals. Professor Xiao Liu to go to thanks said why is discounted, hot business now than before it?.

Professor replied: from a psychological point of view, human beings have a great hobby, is curious. Special marketing, takes advantage of this. Yes, you’ve hit 80 percent of the business has been taking preferential measures, customers are used to. And now every day to your store customers will purchase books that match that day’s lucky Woo, and consider themselves at an advantage.

Everyone has a certain amount of curiosity, how to do business using the mass curiosity lilai, every trader must realize to understand the mystery.

A good business should first of all be a qualified psychologist. In the competition. Consumers rule. As a fundamental characteristic of a buyer’s market. Rules of the game “give the consumers ‘ right to free choice of the natural, the customer is God. This cannot be reversed by any power, only use. Psychological tactics make up this one. Invisible hand “to firmly. Lead God’s nose … Therefore, psychological marketing become the custom marketing, network marketing, marketing, green marketing after rising market means. In an increasingly competitive and increasing segment of the market, consumers increasingly difficult. Serving “today. It becomes more and more prominent.

Psychological marketing is a change from passive to active, change. Push “to” pull. And variable. Delighted consumers rule. Producers rule. 、。 Marketing rule “soft marketing, the biggest advantage is cost. 1+1 < 2. can bring benefits. 1 +l >2.

Level of marketing is not a simple competition between products, but a mental silent battle to capture the essence of marketing is to maximize customers ‘. Heart … Different styles, a variety of customer psychology, marketing experts display their artistic talents with a huge stage.

For example, many customers to construct exotic, fashionable, look at the mysterious goods have an innate sense of curiosity, and would like to first try and satisfy their desire for novelty and to consumer taste. For example. Coca-Cola’s popular and enduring, and all sorts of magical legends about it is inseparable from its formula male has been formulated concentrated liquid in the Chamber directly from the United States airlifted around the factory, i% core components in the formula so far unknown · · · · · · Therefore, the legend of Coca Cola with its amazing and beautiful drives customers ‘ curiosity, popular all over the world in one night. These are the ingenious use of consumers ‘ curiosity marketing success story.

Calm Psychology: can be very stable to live

Calm Psychology: can be very stable to live
The psychological panic refers to calm in the face of danger and upheaval experienced, face danger fearlessly, adjust to changing circumstances. Besides, it is one of each business must have the psychological quality. The ancients described general grace said. Taishan collapse in the former, while the color unchanged.. Similarly, business only to experience their own state of mind to this realm to expand their career, make oneself become a strong truly in the market competition.
Hongkong’s Hang Seng Bank was hit by a devastating blow in 1965. In February of that year, in front of the bank, every day people lined up, have come to withdraw their savings. At the same time, various unfavorable rumors of Hang Seng Bank spread everywhere, so jittery,. Crowded storm. Growing day by day.
General manager He Shanheng panic, large number of staff to explain the bank, sent people to persuade, to stabilize the public mood. He also ingenuity in the bank lobby to pile up a lot of money, to show to the world bank has sufficient funds to deal with the immediate crisis. At the same time he is going around, multi help, to raise more funds to the bank, the situation.
But even so,. Crowded storm. Is still a wave, the bank is facing the risk of bankruptcy. He Shanheng had to make a painful decision, the bank’s majority stake to HSBC.
HSBC’s strong support. Crowded storm. Final report. He Shanheng saved the bank from the brink of death. It has laid a good foundation for the rapid development in the future.
Thus, business only to maintain a good state of mind, to have a panic psychological quality, in order to calm in the face of market ups and downs.