Management innovation refers to the innovative activities that enterprises introduce new management elements (such as new management methods, new management means, new management models, etc.). ) or combine elements into an enterprise management system to achieve organizational goals more effectively.
1 plus 1: Improvement on the original basis means innovation (enlargement, lengthening, heightening and widening).
Example: ①mp3 plus radio is more expensive. Haier refrigerator and computer desk are very popular in America. Mobile phones with camera function are expensive. Apple's Ipod is nothing more than adding a player and mobile storage of movies, and the profit is far greater than that of the computer. 2 2 ②TCL mobile phone with gems, fashion; 3 people are not tall, and higher soles will increase sales; (4) The consulting industry also emphasizes an added value, that is, buy one get one free, do consulting planning and send training. In addition to the main training content, it also provides some added value. For example, improve sales ability, emotional intelligence, leadership and time management ability. (5) There is a stationery company named Plath, which has improved its stationery portfolio, so that its box contains electronic watches, thermometers and even a transformer. Although there are only a few kinds of stationery in it, because its boxes are varied and cater to children's psychology and interest, its sales volume is increasing, and it soon becomes a popular commodity all over the world, and Plath has also become a famous brand office. Now all the houses sell flowers. In the era of large-scale real estate, composite real estate and pan-real estate are engaged in "one plus one" innovation, emphasizing the surrounding environment and supporting facilities. If there are supermarkets, schools, hospitals, subways and bus stops nearby, the house price will be more expensive. Don't forget to add something to the propaganda concept: for example, the Olympic Garden is to add real estate to sports (health) and get the feeling of "sports at home".
2 minus 1: omit unnecessary (reduce, shorten, narrow, light and thin).
Example: ① The smaller the mobile hard disk, the easier it is to carry, and the better the market will be. Rice is changed into small packages and resold quickly; ② At present, many high-function digital cameras on the market find that 90% of their functions are useless. At this time, subtracting a lot of functions is to reduce costs. It is also equivalent to entering a new non-competitive field and meeting the needs of some economic consumers. For example, the low-cost camera popularized by patriots is this feature, and unnecessary functions are removed; ③ The same is true of enterprise management. Sometimes it is necessary to reduce employees and finally eliminate them in order to maintain the vitality of the organization's continuous progress; (4) When purchasing products, we should consider reducing customers' purchase cost and risk, so as to win more customers; ⑤ Operating enterprises sometimes have to do subtraction, subtract non-core main business and forge specialization, such as Vanke; 6. The most classic case of minus one minus one is Southwest Airlines, which is profitable all the year round. They fired some stewardesses, so that the ticket price would go down. Because the labor cost in America is so high. Then no meals are provided, which not only frees up two places, but also reduces the cost. In fact, aviation food is very expensive, because it needs to be kept fresh, and it needs to be purchased, including heating equipment, and then cleaned. The overall cost is also relatively high. Then the maintenance cost is very low, and his planes are all 737. Therefore, from the business curve of economics, the efficiency of labor is very high. The cost of aircraft engineers is also high. After 737 is fully adopted, the financial cost is also very low. There were originally 50 planes, so it was enough to store some spare parts. In this case, the cost of all aspects will be reduced and the scale will increase. Now northwest airlines and pan am can't do it.
3 expansion: function, purpose, application field (amplification, expansion. )
Example: ① Memory is becoming more and more expensive; ② A middle school student shared an umbrella with others on a rainy day, and both of them got one shoulder wet. He thought of "expanding" and designed a "couple umbrella"-expanding the umbrella area and showing an oval shape. Therefore, this umbrella is very popular in the market; There is also a telescopic umbrella, which is enlarged to become a dual-purpose umbrella for sunny and rainy in the seaside swimming pool. (3) Haier refrigerators are sold to foreign developing countries. Local residents regard the refrigerator as a big ornament, and they like to put it in a conspicuous position. The older they are, the more luxurious they feel. Therefore, Haier made the refrigerator look bigger according to their needs, and the effect was very good. (4) Enlarge the mouth of toothpaste a little, which can reduce the use time of consumers, increase the purchase frequency and increase the sales volume. (5) In order to meet the needs of Sichuan farmers to wash potatoes with washing machines, Haier expanded the filter holes and created products that were deeply loved by local farmers. ⑥ Gome's acquisition of Yongle aims at expanding channels, enhancing scale advantages, increasing bargaining chips and obtaining high profits. The same is true of the gathering of Jiangnanchun Focus Media to acquire Yu Feng.
4 change: methods, means, procedures, etc. Change the shape, size, color, taste, concentration, density, order, occasion, time, object, way, sound, etc. The most primitive thing. )
For example: ① the color of Nippon paint is changeable, which makes it shine everywhere; Swatch watches are more popular, because they are diverse in styles, infused with mood, season, fashion and other elements. (3) Mobile phones and home appliances are in new styles, and everything else is new, so you can make money after preconceptions. Motorola V70' s rotating mobile phone and Amoi A8' s dancing mobile phone are all examples of changing styles to get high profits first. (4) Pan Shiyi took the lead in introducing the concept of "SOHO" which has been popular abroad for many years, that is, working from home, because he is good at change and emphasizes the courage and wisdom of value innovation. In essence, soho clan is not a sign of regional space, but a change of thinking concept and lifestyle. This made his company truly "not compete with competitors" and entered a blue ocean; ⑤ Marketers should be good at variety shows, specialize in different trades, have changeable thinking and a wide range of knowledge, and make better plans in combination with the market to give people more accurate guidance; 6. Changing sales methods and strategies often makes sales easier: for example, on Christmas Eve, an old lady was selling two baskets of big apples in front of a college club, because the weather was cold and the business was very cold. Seeing that the situation was not good, a professor went forward to discuss a few words with the old woman, then went to a nearby store to buy a red ribbon for holiday flower weaving, tied apples with the old woman in pairs, and shouted, "lovers' apples!" " Two yuan a pair! "Passing couples feel very fresh, and a pair of apples tied together with red ribbons look very interesting, so buyers are very popular. It will be sold out soon. The old woman was grateful and made a lot of money.
5 change: put forward opinions and suggestions on the existing practices and do better (with passivity, often after the shortcomings of things are exposed, they are produced by eliminating such shortcomings. )
Examples: ① Marlboro cigarettes were not bought by women, but were sold to men after changing their creativity and publicity, which created Marlboro today; (2) Haier's refrigerator was changed into a computer desk, which was very popular with American students; (3) If the selling point of the same product changes, sell it. For example, in order to prevent getting angry, Wang Laoji changed his selling point into a drink, which would soon get angry; (4) instead of adding her beverage products, he changed the packaging and sold them by sex. ⑤ Publicity featuring shortcomings can often achieve the purpose of taking a detour as a straight road and benefiting from suffering. For example, a fruit merchant was caught in a fire one day, and his banana skin was a little black. He thought it must be finished and could not be sold. No one will buy black bananas. But he found that these bananas were intact inside and tasted better. So he had a brainwave and claimed to be an Argentine banana when he went out to sell it, which attracted many people to taste and buy it, and it was sold out. ⑥ The times are changing, and enterprise organizations should be constantly improved, so reform measures such as enterprise reorganization, process reengineering and information management have been released one after another. In other words, enterprises must improve if there are obstacles, and improvement, improvement and change are just for progress. For example, GE in the United States is the most advocating change. It has gone through many changes, put an end to bureaucracy, made the organization borderless, shaped diversified success, and maintained the stable characteristics of large companies and the flexible characteristics of small companies.
6 contraction: compression, contraction and reduction
Example: ①MP3 and MP4 are smaller and more expensive; Pocket computers, folding bicycles, and making compressed biscuits, pocket radios, pocket raincoats, miniature books, pocket dictionaries, etc. are all ideas. (3) The concentrated products, including Pan Changjiang, are all excellent products: (Who let people be born with creativity? (4) Mengniu milk has a flash evaporation process, which can shrink part of the water, making the milk more mellow, better in taste and more fragrant; ⑤ In order to meet the needs of Americans, Haier refrigerator has made a small-sized refrigerator, which is very popular and has become the leader in the American micro-refrigerator market. Canon also realized the shortcomings of Xerox's large copier and used a small copier to disassemble it. ⑥ The selling point of advertising must be refined and condensed into one point, and a memory point should be used to strengthen publicity, concentrate superior forces to enter the target consumer market and occupy consumers' mental resources. For example, Nongfu Spring is a little sweet and only accepts melatonin as a gift.
7 Lian Lian: Look at the connection between things.
(Example: ① Jiang Nanchun saw Shu Qi's poster when the elevator was about to close, and associated it with installing a TV at the elevator door, creating Focus Media and bringing hundreds of millions of wealth; Mengniu linked the manned space rocket with milk, which improved its popularity and the quality of milk. (3) In that year, Regal Mineral Water Pot entered the Beijing market, rented a 10 ultra-luxury Cadillac car, cleared the way with a motorcycle, and introduced Regal Mineral Water Pot to the people of the capital. The motorcade, carrying the words "Regal", pulled the sales staff of various supermarkets, swaggered on Chang 'an Avenue, the first street in China, and then circled the Second Ring Road, which was proper. Putting Regal and Cadillac together reminds people that the quality of Regal mineral spring pot should be high-grade, which increases the attention. As a result, "rich people" launched a fierce offensive by Cadillac, which suddenly sensationalized Beijing and became the big news in Beijing. Its popularity has risen sharply, and of course it has occupied a place in the Beijing market. ④ Products are more valuable and popular when they are associated with complex things such as health, humanity and emotion. For example, Coca-Cola represents joy, unified fresh orange represents beauty, and carved cards take the mood. (5) Nongfu Spring, the experiment of cultivating flowers with pure water and mineral water reminds you that drinking pure water for a long time is not good for your health, thus improving your status as a mineral water; 6. Jewelry worn on beautiful models reminds people of beauty, and diamonds remind people of forever instead of pure carbon. Auto shows are always equipped with many beautiful car models to attract customers to buy cars, as if buying a car can get people. This is called taste association.
Learn to learn: that is, learn from and synthesize (learn to imitate principles, modeling, structure, color, performance, specifications, methods, etc. To innovate. )
Example: ① Panasonic is not an innovator of technology, but a later innovator. Learning without innovation, learning to improve, so that its products quickly follow up and lead. Its video recorder is superior to Sony because of its long screening time, which also adds weight to Japan's imitation of innovative corporate image; (2) Luban's hand was scratched by grass. He invented the saw by imitating the small teeth on the edge of thatch. A small inventor invented a convenient rice washing machine. It is very troublesome to pour water when washing rice at ordinary times. If you are not careful, rice will be lost. Seeing that the rice screen is so dense that it is not easy to leak rice, I learned to make a semi-circular barbed wire and cover it on the rice washing bucket so that it will not leak rice. (3) The ninth city follows the grand mode, and it is also unique in the online game market. Who let them be neighbors? At present, many people in the success study market take the route of plagiarism and imitation. Personal learning success, with their own money in exchange for other people's time, experience and successful methods. For example, Ma Guangquan studied, studied, Chen studied Anthony Robin, and Anthony studied Jimmy Ron; ⑤ Dangdang learns from Amazon, ChinaHR. com learns from foreign successful job-seeking recruitment models, and Huaqi Patriots learn from Apple IPOD⑥ in many ways. ⑤ Individuals should learn and organizations should learn. Organizational learning can enhance competitiveness, and learning organizations can build strong team ability. Some enterprises have set up enterprise universities, paying attention to the cultivation and forging of talents and enhancing their stamina. )
9th Generation: Can it be replaced by other tools, methods and materials?
For example: ① Archimedes in ancient times told us that it is not necessary to use scales, but to use buoyancy; A story in primary school textbooks tells us that crows don't have to knock over bottles when drinking water, just stones. (2) Chen Tianqiao's recently planned black-box family entertainment scheme, which uses TV instead of computer and telephone to complete all entertainment functions, will be a new "rebel" equation; (3) Pens grow new branches from old trees: When pens are gradually replaced by ballpoint pens and signature pens, pens have become a declining and dying product. Positioning turns to meaningful and valuable gifts. When you meet a major turning point or milestone in your life journey, this gift is the most appropriate and memorable gift. ④ The price of bus cards in Beijing has been greatly reduced, which encourages more citizens to travel by bus and relieves the pressure brought by private cars to urban traffic; ⑤ In the 1920s, the United States issued a prohibition order, and alcohol was not allowed to be sold. However, there is an alcohol extract, Jiangmachi, which sells like crazy. Jiangmachi is medicine. If you don't let it drink, you have to take medicine. Therefore, Dr. Hammer, an American, set his eyes on ginger, the raw material of Jiangmachi, and joined hands with banks to monopolize the ginger trade in Asia and America, making a big profit. There are also cigarettes that can be used instead of cigarettes, such as cigarettes, which are healthy and environmentally friendly and care for family members. 6 TV programs For generations, people read books, newspapers and manage money. At the same time, many manufacturers gradually outsource non-professional business to people who are better at it, and do their own specialization, and the company continues to slim down and do subtraction.
10 move: (that is, move, use for other purposes or move a part of an article to create a new article. )
Example: ①2 1 inch color TV city has no market. If you move to a remote rural area, there may be a second spring; Products we don't use may be given to he is my brother and North Korea around us, and people will be treasures; (2) When Shu Lei first went public, the P&G counter was moved wherever it was, and the second one was near the first one! (3) You can paste things that used to be sticky, and later found that the stickiness is not good, so you have today's post-it function; There is also a telescopic "teaching stick" that "moves" the rod antenna on TV to the teacher's podium. (4) At that time, Nande Group made a barter for four Russian planes with more than 800 wagon light industrial products; ⑤ Beijing is the political, economic and cultural center, and Shanghai is the economic, financial and trade center. To make the cultural industry bigger and stronger, Beijing is a big market and a competitive place. Therefore, many consulting planners choose Beijing as their base camp and then radiate the national market. If you occupy another city, such as Tieling, you say that I am a planning expert in Tieling, and we are based in Tieling to radiate the national intellectual market. Is that what you want to say? You should be able to attend the Spring Festival Gala with Zhao Benshan; ⑥ To be a market, we can surround cities from rural areas, build base areas first, and then carry out positional warfare to liberate North China, the Central Plains and all China; Similarly, you can also be the first brand in the central city, and the dots will be connected into a line and then radiated to the surface. The first line will plant flags and the second line will float red. Mengniu adopted this method, and Haier also adopted the strategy of "easy first, then difficult" when entering the American market, just as the value of stone depends largely on the value of its market. It is estimated that it is cheaper in the vegetable market and more expensive in the jewelry store, which means that regional transformation will bring added value. )
1 1 reverse: It may be better to reverse the up-down order (that is, reverse the shape, nature, function, front and back, front and back, left and right, up and down, horizontal and vertical, etc.). So as to create new things. )
Exodus: ① It is difficult to win the right combination and strangeness, and it is difficult to win without reverse thinking. The story of horse racing in Tian Ji tells us that reverse homotopy can change the outcome of the race; A zoo is a place where animals are kept in cages. We see that the safari park is where we are in the iron cage car. Fierce animals look at us, and of course we look at animals:), which in turn is more exciting and the ticket price is more expensive; (3) I will take a look at the road that others don't take, I will think about it and give it a try. Many times, if you insist on being different, you are really different. Zhong Daolong, the founder of reverse English, learned English at the age of 45, while others preached crash. He paid a little attention to dictation, and being solid and simple is the most feasible. Therefore, it has made English stand out in the rivers and lakes. (4) Publicity and media communication have new features. The media should seduce and make controversial plans, and only when there are pros and cons can there be interaction. If there is contradiction, there is communication value. This year, Jiang Wei registered Zheng Xiaoyu rat poison as an example; ⑤ Computers take channels as their core competitiveness, but Dell doesn't engage in traditional channels, only relying on direct sales, and computers become the boss; 6. Wei's encirclement and Zhao's rescue tell us that there is no need to fight the war, just solve the problem; The empty plan tells us that we don't have to defend the city, just scare it.
12: Clearly define boundaries and standards (refers to setting new standards, models and sequences for new products or things, or some new regulations for improving something, improving work efficiency and preventing adverse consequences, thus creating innovation. )
For example: ① Civil aviation has a membership card, and when the points are reached, you can enjoy special treatment, which is equivalent to setting a standard for you to fly on its plane, thus generating loyalty; (2) Rolls-Royce is positioned as a nobleman, a royal family and a head of state, with rules, Elvis Presley and money, and wants to buy a black Rolls-Royce. However, after review, people think that Elvis Presley is not qualified to sell, and Elvis Presley can only buy a most common Rolls-Royce, which is a rule set by others; Marketing is positioning in a sense, and positioning is to find a resource in your mind. Nongfu Spring is a little sweet. Procter & Gamble products: each shows its magic power, Head & Shoulders removes dandruff, and is soft and supple. Pan Ting hair care and sassoon are professional. The famous teachers who are popular now have their own positions and unique skills; (4) After the positioning is not enough, it is necessary to formulate competition barriers and set obstacles for competitors. Galanz, the price butcher, uses the price advantage to set a threshold for competitors. Some enterprises use patents and civil aviation cards to maintain loyalty and so on. Enterprises that set standards and rules of the game 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.