It is spiritual to entertain , enterprise new competitiveness

:
In 21 century, commercial essence is amusement.

Not long ago," rear house schoolboy" formally sign a contract domestic famous disc organization to join wheat field too , become flag to take off new singer. Go to quilt from fiery network Motorola invitation and 100 matters Cola invitation receives racket advertisement , is signed a contract again by famous disc organization become professional singer," rear house schoolboy" leap up red speed as - - commented on by American CNN television station than bird flu popular is more rapid.

The 4 big schoolboys of this two Guangzhou academy of fine artses, when before this this never contact to sing field , also have no is any to sing foundation, their only specialty is outstanding amusement spirit - - uses to do smile lip-synch movement entertains to entertain by oneself others, this their already enough proof value - - melts from their pure amusement to perform , audience has seen happiness, Motorola has seen popularity, and joining wheat field too have seen that market worths.
Beijing, one calls the cross talk of Guo De Gang actor between, suddenly red time south and north of Long River. The place in his cross talk Yun the deep and outstanding amusement spirit and amusement color contained move have audience, the mainstream media that has moved China more - - each big media in turn depth report, in the short time of some months, have put on the ring of light of superstar for Guo De Gang, its public attention and influence have no two one o'clock, compatriots leans for it eye.

" all professions are amusement field. " American famous management scholar Si-Ke-Te S226; Say wheat Ke-Kai-En. Retrospect lotus older sister, super female voice and rear house schoolboy go to Guo De Gang again, since these persons legend become famous as well as by them become famous the huge commercial value brought, we may understand this wheat Ke-Kai-En sentence famous remark more deeply. Amusement melts a kind of symbolic feature that spiritual field has become this times and this times commercial operation , and as amusement melts , spiritual effective development, use and performance become a kind of new competitiveness of enterprise.

Amusement melts spiritual arrival has gone on for enterprise from management, operation and sale tactful establishment is all-around to wash. In a brand-new times, commercial culture and behavior have changed , it how to be founded that the strategy of enterprise operation must shift from pure technical layer surface on consumer's feelings layer surface, come , and lie in that feelings are founded , amusement melts spiritual performance and application are the most effective ways undoubtedly.

It is spiritual

When mansion tyro machine mobile phone has selected Li Yu Chun to be spokesman , TCL note-book also hesitates not appearance in exceed female Zhang Liang Ying. In 2006, TCL prepares to attack notes our market with full attention, Yi when achievement the own industrial heroic dream in" the note-book times of common people", and select Zhang Liang Ying " exceed woman" to serve as the spokesman of TCL note-book , best the strategic behavior of annotation TCL - - a super match achievement of female voice opens beautiful Ying, let nation-wide people melt for entertaining more spiritual infiltration and performance have got deep feelings. TCL selects Zhang Liang Ying to like her , is mature and stubborn , independence keeps forging ahead , persistent disposition, liking it more as the amusement of common people the influence of representative figure in market that melts.

As the huge opportunity that TCL looks and has been faced with with the mobile phone domestic and the color television domestic, notes our market will be also faced with market inflection point and big put quantity increase opportunity, note-book the arrival of " common people melt " is the tendency of necessity. Seize this first the opportunity of machine uses not too to start using one have common people melt the popular figure of color, then, psychology that melts through amusement and that way goes to pull near all "common people" is away from , baking the seal of TCL on their psychological brand ladder notes.

The sharp enterprise as a market consciousness, TCL knows always how to will entertain to melt spirit grafts with market sale strategy, melt with outstanding amusement spirit permeates market and creep silent melt land the invasive psychology of consumer.

When Liu Xiao celebrates body emperor splendid attire, the time that audience recommends the TCL color television of trump card to the surplus hot unfinished television " force day", the new times of TCL have come: In 1994, TCL produces the color televisions of 550 thousand, in which 50% exports: In 1995, the sales of color television exceed 2000 million Yuan, , , the prominent emergence of the field of color television becomes one turn of TCL destiny.

2001, Han Liu Re beginning without restraint is popular in China, South Korean amusement cultural strong tendency is invasive to let TCL decision-making layer have seen opportunity - - the location of the TCL mobile phone at that time is " popular fashion", happen with golden Xi Shan of " South Korean first beauty " with Han Ju Re of same year appearance coincide , TCL has driven must first day price has invited golden Xi Shan to serve as spokesman , have planed golden Xi Shan successfully " large scale Xi'an trip ", have worn amusement for sale to melt color, have gotten the effect that makes one wonder. Under the huge influence of spokesman, the sales of TCL mobile phone begin to leap up to rise , last for many years sell achievement steady house in the domestic brand of mobile phone former 3 shells.

Is in the times of this experience economy , feelings promotion business opportunity. Customer not only is purchasing service and the product of enterprise , at the same time, they hope to get delight from it more. Therefore, no matter sell product or service, commercial essence is do Xiu. Enterprise success, must with you audience establishment the contact on a kind of feelings. Create a kind of feelings experience that lets customer can not refuse , and it is that customer purchases the reason of product and service, they may a time of receive to enjoy a time ofly this kind of feelings experience that makes them happy.

When amusement melts , when spirit becomes the new wind vane of a kind of times, the definition of enterprise competitiveness also changes therewith, we must also understand the essence of sale - - sale from new angle no longer is the product of be ice cold is hard to sell to consumer, melt with amusement color pours into the factor of feelings for product, construct a kind of atmosphere that lets them feel joyfully pleased , let consumer purchase product with initiative while geting happiness.

It is spiritual

Is in America , no any a airline company than southwest airline company the characteristic with more amusement - - is at instant that you go to into company , you will very much wonder. In company, everybody lights up with pleasure , president He Bo of not punctilious festival %26S226; Kai-Le-Er kisses his female employee and kisses his male employee alternatively. Wall has become family photo album, upstairs pasting fully employees beam with satisfaction photograph.
In the marine world park of holy An-Dong-Ni-Ao is opened same day, president Kai-Le-Er flies to one of southwest airline company Boeing of holy An-Dong-Ni-Ao 737 passenger plane painting brush kills a person the appearance of whale. Is in one day of close to Christmas , southwest airline company decision makes reduction machine last attendant dwarf and the reindeer of dressing up , again let pilot one side groan through loudspeaker to sing Christmas ode , wave airplane gently. This movement makes machine those last passengers that rush with full interest to go home after Christmas are happy endlessly.

The recruitment of southwest airline company always so as is extremely strict and famous, president Kai-Le-Er values a quality of interview person very much - - whether the humorous sense and amusement spirit that has remarkably, because of southwest aviation is a so as the company with famous amusement spirit, company's purpose lets have the passenger who takes this airline company , have the happy experience that is hard to forget.

Only act on this kind of is spiritual for entertaining to exceed the ability of holding all , Kai-Le-Er southwest airline company since is insignificant to have become American super first class aerial huge warship, become American only a airline company that does not be disconnected continuously for more than 20 years to get profit, company's quilt "wealth" magazine ranking" best company" roll head - - relative to other airline companies, for entertaining , spiritual accurate assurance and performance become southwest aviation to have the brand advantage of competitiveness.
The Britain of the other shore of the Atlantic Ocean, what is interlinked with Kai-Le-Er soul is that famous dimension treasure group boss cloth orchid Sen, he when melt with amusement spirit moulds brand competitiveness aspect is inferior also.

Cloth orchid Sen management concept is " work is to lead a life of pleasure " and " on everything for in the front article of the front page. ", when he comes , all serious, serious commercial operations are out of date , can not most move consumer efficiently. Commercial essence is amusement, consumer likes amusement , employee likes amusement , media can even more say for amusement saliva music.

The guidance in this kind of amusement spirit takes off , cloth orchid Sen have created countless can attract the incident sale of global foresight to move about , is all right and drive steam ball if opening tank in imperial road upper reaches to cross the Atlantic Ocean , nearly appear completely nakedly in New York times square etc.. The sale way of this kind of very amusement color gets plenty of attentions degree, media has carried out the report of pages and pages tired documents for this, dimension treasure nearly do not spend what advertising cost, thousand million persons have known dimension treasure brand.

In consumer's eye, the brand with treasure dimension representative innovation , is completely different , amusement, is one has high human nature to melt color , the brand that may be been close to. Only accept based on the brand of consumer's this kind of altitude to know , for dimension treasure group carry out product diversification expansion have created advantage - - goes to disc again from railway, aviation, Cola and marriage yarn, dimension treasure can make score in each product market, amusement melts the brand competitiveness that spirit creates is one of crucial factor.

Times are changing fast , consumer's values is changing , commercial operation rule is also being developed constantly, those enterprises of serious, conscientious speech smile still have its competitiveness, however their but not quite welcome - - since customer and media go to internal employee again, what they hope to see more is that one is vigorous , is filled with youthful spirit , has the courage to create , can bring happy enterprise to all person, instead of is opposite. Is same, the brand of enterprise as person, it is those and humorous , is humorous , has innovation spirit , can often bring happy person to the person of around , must get more welcome.

In 21 century, commercial essence is amusement.

All professions are

Amusement spiritual prominent emergence and growth are so astonishing, and even a lot of outstanding enterprises also develop enterprise strategic location do not be to sell specific product, sell happiness - - is from McDonald's , southwest aerial, dimension treasure group and 100 matters Cola and 3 stars are to Disney , all these first sharp enterprise deeply blends in amusement spirit commercial operation in, management style and the sale strategy of extending originality develop new enterprise competitiveness eventually.

Enterprise is a stage in principle, enterprise will be customer on this stage , supplier and media so that all relations group, " Xiu " make the thing that will sell by oneself. Is in China , a lot of outstanding entrepreneurs, have also experienced amusement to melt the promotion role of spirit for enterprise operation. Open the morning sun, Pan Shi Yi and Wang Shi, these enclose formerly with amusement do not put up these men of circle, beginning again and again when Xiu site central appearance, they sing, put on a play and put just scholar , play image, start war on media. Manage own enterprise , one side begins to entertain to entertain by oneself others. See from new enterprise operation rule, we can not simple the behavior of their classifies in commercial speculation, we want more to believe when get that commercial interests has outstanding amusement spirit behind, is sustaining. Since their amusement melts to perform , it is solid that the popularity of enterprise has gotten promotion and brand to accept to know degree and has gotten.

It is the psychological trend of everybody to get happiness, amusement spirit can extend to form the new competitiveness of enterprise , essence lies in that entertaining to melt is to move popular feeling , found the most effective way that feelings contact , no matter attraction or the cohesiveness of promotion internal employee external consumer goes up. In a new commercial environment, if the person of business administration can hold amusement spirit efficiently, will operate into deep infiltration into enterprise, must may make enterprise get another kind of competitiveness.

On our series world, have the 10 brands of influence, we can discover a interesting phenomenon , that is these brands give us a kind of very personality melts , image melts imagine - - coca-cola is red happy ocean , Nokia is the leadership person of science and technology , McDonald's is the paradise of young person, regardless of them is place what kind of profession, their common characteristic can bring consumer have a kind of feeling that makes one joyful.

It may make science and technology become warm , makes petroleum become to be close to with person if amusement spiritual effect plays , make Hamburg pack become the happy source of young person - - if make own enterprise become with more competitiveness with brand, pour into amusement spirit brand is a kind of effective way.

When the layer surface of business administration, we have seen to have the new sharp company of competitiveness somewhat such as GOOGLE, already will entertain to melt spiritual infiltration enters daily management. GOOGLE arranges office into the environment like fairy tale , allows employee to bring pet to go to work , the cook with the best invitation cooks for employee lunch - - as southwest aviation, GOOGLE stimulates the creativity of employee with this kind of way that has amusement color , approval degree and the sense of pride of promoting them for enterprise. And the result that we see is , southwest aviation and GOOGLE become the one of most outstanding enterprise of place profession.

" work has reached is tired, do not count pleasure too seriously,! " Kai-Le-Er says. This sentence comes out , have seemingly simple words, but actually say for southwest aerial many years come to get the secret of astonishing growth - - gets the psychological trends of group and person that happiness has for being , so no matter any person or any a enterprise, know only to hold amusement spirit efficiently, let popular when you amusement gets joyfully happy good feeling again and again in the performance that melts, you have had value , have had market competitiveness.

" rear house schoolboy" do the holiday of smile, sing to sound again sound everywhere on network, Guo De Gang stands in one in teahouse to wave one, sprinkle smile to pour countless all living creatures , southwest aviation fully loaded the sound of cheerful laugh of passenger has rushed to space - - if say the essence of life to be happy, so, commercial essence is amusement. Regardless of person or enterprise, when you are deep to have held amusement spirit, you have gotten a kind of unique competitiveness.