The following theories, concepts, methods, and tools are all original and pioneering of Shance's corporate strategy, and are not sure to be the first to be labeled.
Brand self-determinationIn the absence of forced definition and shaping by enterprises, trademarks will freely choose their own direction that meets the cognition and expectations of consumers; The brand label of the trademark attracts the accumulation of label factions, so as to subtly decide the fate of the enterprise and get rid of the forced interpretation of the trademark.
Dark Marketing:The marketing that uses the customer's self-awareness habits, installs and defaults to the customer's self-awareness habits, and subtly affects the factors that the customer chooses the product under the condition that the consumer is impossible to perceive, is called dark marketing. It is divided into "instinctive dark marketing" and "cognitive dark marketing".
Marketing resonance: The high value identification, emotional influence and mutual reinforcement state between the consumer-brand relationship in the concept of brand faction. It can be completed by at least two parties between the brand, customers, and marketing teams. ※
Consumer binders: Product design, service design, scene design, etc., which bind enterprises and consumers. For example, the "product binder" - using the product as the consumer binder can have five effects at the same time: entrance, drainage, conversion, bonding, and repurchase.
Brand factions:No factions, no brands. Brand = Cognitive Label + Consumer Faction. Three eras of brand marketing strategy: 1. The era of overall marketing 2. The era of segmented marketing 3. The era of consumer faction marketing.
Financial Marketing:Enterprise marketing is to plan, manage, operate, and plan products together. Because the organization, management, product and marketing of the enterprise are an overall system, which are interlocking, integrated and inseparable. This kind of marketing method of integrating the overall system of the enterprise is called "financial marketing" or "co-marketing".
Fastest Transaction Curve:The transaction of some industries and scene curves is faster than that of straight line transactions, which is the application of the principle of the fastest descending line in management, and the control of key nodes in customer reception. In addition, the fastest task completion curve of the organization.
Good strategy: the fastest transaction curveFlavor collision experience: Collision flavor is a taste with a relatively large contrast in taste, which can enhance each other's taste characteristics. Dining experience design.
8 benefits of food and beverage staff training1. Stable quality 2, number of working hours 3, working hours income 4, replicability 5, stable organization 6, co-management ability 7, financing threshold 8, brand premium.
6 steps of food strategy staff skills training: Listening, watching, telling, practicing, using, creating. 1. Tell employees 2. Show employees 3. Let employees narrate the process and exchange experiences with employees 4. Guide employees to practice 5. Supervise or take employees to use 6. Listen to employees' suggestions to stimulate employee innovation.
Catering staff skills training, 5 lectures and 1 questionTalk about what, talk about the reason, talk about the process, talk about the experience, ask about the experience.
5D system for food and beverage management: Product in place, management in place, image in place, service in place, publicity in place.
5D system for food and beverage managementFlavor collision experience: Collision flavor is a taste with a relatively large contrast in taste, which can enhance each other's taste characteristics. Dining experience design.
Customer behavior action time ratio: The time it took the customer to perform the action divided by the total time the customer spended. For example: customer meal time ratio = customer meal time total customer time. Operational efficiency measurement.
Customer peak time ratio: The percentage of time that customers spend most happily consuming or using a product. It can be used as a mot evaluation.
Customer sentiment remains: The difference between the maximum sentiment that a consumer is willing to pay and the actual sentiment used. Customer experience evaluation.
Dessert Strategy:Enterprises make profits, first give customers a little sweetness. First, let customers have the feeling of getting cheap, and let customers not want to lose the feeling of cheapness, so that customers can induce themselves to buy. ※
Typical store model:The value of restaurant modeling: 1. Tools for accumulating and iterating enterprise data, 2. Improving the success rate of decision-making, 3. Improving decision-making speed, 4. Reducing labor costs, 5. Patterned management, 6. The basis for enterprise expansion, 7. Optimizing operations. ※
Total consumer belly volume: F&B competitors are all F&B food businesses. In 2019, Shance put forward the concepts of "total consumer belly", "total consumer demand" and "total consumer time", which was too large and was only accepted by more peers the year before last. The catering style is very chaotic, and the concept of total consumer belly helps enterprises create an opportunity market. Mixue Bingcheng grabbed the convenience store beverage business and became bigger; The breakfast shop increased the noodle category, did all-day business, and increased revenue; The noodle shop has increased the category of kebabs, and the popularity of the store has increased, and the income has increased; Barbie steamed buns also add skewers. Food and beverage outlets sell food.
Designed without provishment: Not for inefficiency, but for efficiency. The three points of design are not for: not for the virtual, large, empty, and inefficient behavior. Design three points: only for straight, accurate, ruthless, efficient action. Marketing and design pursue communication efficiency, even if it feels very low, as long as the communication utility is achieved, then the design is 80% successful.
Mirror interaction design: Scene interaction in subconscious imagination, we call it reflection interaction In marketing design, directional design creates the behavior and background of the parties and triggers consumers to participate in mirror behavior, which we call mirror interaction design or mirror interaction design or scene mapping design. ※
Directional scene designIn order for consumers to obtain a clear, profound and complete physical and mental presence of things, it is necessary to obtain lock-in marketing effects through designated scene design.
Instantaneous Efficiency Score SheetInstantaneous efficiency: the criterion for judging the quality of the design, the instantaneous attraction efficiency, the instantaneous decision-making efficiency, and the instantaneous propagation efficiency all have a time value and a depth value, which is called the instantaneous value within the good policy. (Instantaneous Time and Efficiency Depth).
Three key points of store design customer acquisition:"Far **", "near attraction" and "trust".
Self-design: The designer's primitive instinct, the surrealist self, the subconscious instinct and self of the client. Use surrealist thinking to design the realistic needs of "customer self".
Carrier thinking: Packaging is not only a container for the product, but also other carriers; The product can also be other carriers: carrying entertainment, other practical functions, edible health value, communication value, education, fantasy, love, friendship carrier tools.
Gathering potential energy:It is also known as the strategy of partial students, which focuses on cultivating a certain key capability of the enterprise or strengthening a certain key feature of the product.
Potential difference equilibrium value: The equilibrium index of the same dimensional potential difference of all dimensions of the individual in the same industry and the heterodimensional parameters within the enterprise. For example, an enterprise: product quality, marketing ability, production capacity scale, enterprise management, financial status and other dimensions compare the average value of the overall industry market. Can be used as a SWOT analysis scorecard.
Good strategy: poor gathering potentialDelimiting Model:Positioning theory and delimitation theory are the relationship between points and surfaces. Wisdom is a series of boundaries - seeking the general trend: determining the boundaries of the pattern and determining the boundaries of the industry. Lay out the overall situation: determine the ecological boundary and determine the enterprise boundary. Depth of knowledge: the boundary of a certain degree of cognition, the boundary of enterprise ability. Know the advance and retreat: the boundary of the timing, the boundary of the market timing. Understand trade-offs: determine the boundaries of choices, and measure the boundaries of gains and losses and desires. Be measured: define the boundaries of action, and control the boundary wall of wrong behavior.
Business topology, business fractal structure:
Commercial fractal structure
Chain brand topologyTheory in place:Completely solve marketing problems from a product perspective. Innovation is reverse positioning, and every step in place is micro-innovation. Explosive products are in place, making marketing unnecessary.
Enterprise Growth Stage Algorithm:Described as commercial construction drawings, commercial renderings. Including: minimum measurable resources, first-win model, partial student strategy, cognitive fractal dimension, etc.
Commercial construction drawingsFlat Throwing Era:The "cost of bankruptcy" of enterprises is too high, and the company must maintain its operation without making money, and due to the incentive of market competition, the era of enterprises selling products at a low price has come in 20203。Enterprises with products that are not in place in the era of flat throwing will be reduced to "flat throwing enterprises".
Egg Planning:Enterprise capability backup. Putting your eggs in multiple baskets? Or in a basket? There is a third option. Take out at least one egg, use it as an insurance "egg", and keep it separately in a safer place than in the basket. This is what I propose as the "Egg Project".
Corporate GMO Strategy:Improve product power, brand power, marketing power, beyond the industry ability boundary. The cognitive fractal dimension is a new evolution of ideological methods, and enterprise transgenic is a new evolution of enterprise tactics. The theory of corporate GMO should be used as a strategic choice to support development and lead the future.
Criteria for a good strategy:Quantitative: Quantify the goal, broaden the target with small and large, and achieve the goal steadily; Take advantage of the trend: general trend, medium rules, small habits; Landing: strategic steel, tactical flexibility, and inch-in-action.
Eight Essentials for a Good Meeting:
1. Necessary purpose, 2. Necessary person, time, place, material, 3. Necessary process, 4. Necessary standard, 5. Necessary consensus, 6. Necessary implementation, 7. Necessary non-meeting, 8. Necessary backup. ※
5 steps to organize a good strategy:
1. Set the direction 2, bundle the goal 3, assist the action 4, and different 5, inseparable.
Good policy organization (training) goal 6 necessary:
1. Meet the necessary standards 2. Obtain the necessary talents 3. Summarize the necessary experience 4. Necessary collaborative strategy 5. Determine the necessary benefits 6.
6 Forces Model of Employee Management:
Execution, concentration, compatibility, communication, creativity, decision-making.
6 Forces Model of Organizational ManagementLeverage EAPDS to implement an operational optimization model:New DiscoveryExplore Source AnalysisAnalyze Xiang Plan Strictly Enforce Do Habit Stick.
Good policy EAPDSLaw Fraud Cycle:All the methods and systems for governing enterprises must have deficiencies when they are first formulated, and enterprises survive in congenital diseases. With the solidification of the internal organization, the changes in the external market, and the changes in the volume of the company, the formulation of a complete set of systems for the governance of enterprises will also produce disadvantages after a long time. The cycle of institutional methods producing malaise is called the cycle of legal malpractice. ※
Marketing outreachEnterprises need to manage employees as customers. The idea of organizational behavior in the marketing field is the opposite: through service, organization, and management, customers become employees. Organizational Behavior of Marketing Formation: Create a naturally fission, free and efficient marketing team.
The essence of the problem is the 5w method: What is the question that arises from the assumption or manner of the question and the fundamental meaning of the question5 Question?
Finding the Truth 3R Method: Ask three times in a row, is that really the case? Finding the Truth 3 R Method: Ask three times in a row, is this really the case? Is that really the case? Is that really the case? Break the casserole and ask the end three times.
The 5 dimensions and levels of good policy judgment on things: Essence, Truth, Relationship, Reason, Model, that is, the ETRRM method, referred to as the ETRM method, also known as the ETRRM argument cycle, the argumentation cycle of the causal essence. ETRRM is also a cognitive judgment model, and ETRRM is also a cognitive modeling model.