Recently, CITIC Publishing Group and Qilu Economic Research Institute jointly planned and published "City Affairs in People" was distributed on JD.com, Dangdang, Xinhua Bookstore and other platforms. After the release of the book, the concept of "triggered change" proposed by the author Wei Tao for the first time aroused the interest of the majority of readers and set off a round of topic discussion.
Wei Tao pointed out in "City Affairs in People" that with the emergence of networked and interactive characteristics, social uncertainties have increased, and various organizations often cause systemic risks due to accidental events, and even fall out of control. In order to improve this problem, on the one hand, people use technical means to carry out the whole process, all-weather risk monitoring, on the other hand, but also accelerate the establishment of a risk early warning mechanism to reduce losses as much as possible.
However, although this governance model has achieved certain results, it has not eliminated the risks at the root, and has even formed a tense atmosphere within a certain range. Wei Tao believes that the relationship between risk management and organizational development should be rethought, and a new governance scheme should be established. Therefore, inspired by the governance experience of Internet celebrity cities such as Zibo and Liuzhou, he proposed the concept of triggered change.
The so-called triggered change refers to the process in which managers take the initiative to use occasional events or external risk factors to trigger and activate structural chain reactions within the organization, forcing and positively guiding each element to self-change, establish consensus, resolve risks and promote the realization of greater reform goals.
Many cases have proved that triggered change thinking is also reflected in corporate brand management, and has achieved surprising results. Wei Tao proposed that these enterprises have found a combination point in the three dimensions of public opinion management, quality improvement and word-of-mouth construction, and used the oppressive force of public opinion to solve the old diseases such as quality defects and old products, and fed back the results of the reform to stakeholders in real time, won the understanding and praise of users, and disseminated and guided to achieve the effect of consolidating the brand image. However, it should be noted that brand management is empowered by trigger-based change thinking, and managers should comprehensively evaluate and deploy trigger conditions, trigger points, ** trajectories, emergency treatment plans, etc., so as to take advantage of the situation, break the deadlock, and solve the problem by the hand of the problem under the premise of controllable risks. (Text: Junhu).