Management innovation refers to the process by which an organization forms a creative idea and converts it into a useful product, service or work method. That is, creative organizations can continuously transform creative ideas into some useful results. When managers talk about changing their organizations to be more creative, they usually mean stimulating innovation.
Management innovation refers to the introduction of new management elements (such as new management methods, new management tools, new management models, etc.) or combinations of elements into the enterprise management system by enterprises to achieve organizational goals more effectively. innovative activities.
1 plus one plus: improvement on the original basis is innovation (increasing, lengthening, heightening, widening)
Example: ① MP3 with the function of radio is more expensive Some, Haier refrigerators with computer desk functions are very popular in the United States. Mobile phones with camera functions are expensive. And Apple's Ipod is nothing more than adding a player and mobile storage for movies. As a result, the profit is far greater than that of a computer. ② Adding gems to TCL mobile phones makes it fashionable; ③ People cannot grow taller, so increasing the soles of shoes will increase sales; ④ The consulting industry also emphasizes an added value, buy one, get one free, and provide training for consulting and planning. In addition to the main training content, Also provides some additional value. Such as improving sales skills, emotional intelligence, leadership and time management skills. ⑤ There is a stationery company called Plus, which has improved the stationery combination so that its box is equipped with an electronic watch, a thermometer, and can even become a Transformer, etc., which are diverse and ever-changing. Although there were only a few kinds of stationery inside, because its boxes came in a variety of styles and catered to children's psychology and interests, sales increased and it soon became a popular product around the world, and Plath also became a famous brand. ⑥ Nowadays, houses are sold in a flash. In the real estate market era, composite real estate and general real estate are all engaged in "plus one plus" innovation, emphasizing the surrounding environment and supporting facilities. If there are supermarkets, schools, hospitals, and subways nearby, Compared with the bus station, the house price is more expensive. The promotion concept also doesn’t forget to add something: for example, Olympic Garden combines real estate and sports (health) to get the feeling that “sports is at the doorstep”.
2 minus one minus: omit unnecessary (reduce, shorten, narrow, lighten, thin)
Example: ① The smaller the mobile hard disk, the easier it is to carry and the more marketable it is. Just fine. Changing rice into small packages sells faster; ② There are many high-function digital cameras on the market, but it is found that 90% of the functions cannot be used. Subtracting many functions at this time means cost reduction. It is also equivalent to entering a new competition-free field to meet the needs of some economical consumers. For example, the low-cost camera launched by Patriot for universal use has this feature, removing unnecessary functions; ③ The same is true for business management. Sometimes it is necessary to reduce employees and eliminate them at the end, so as to maintain the vitality of the organization's continuous progress; ④ Buy products We must always consider reducing customers' purchase costs and reducing customers' purchase risks in order to win more customers; ⑤ When running a business, sometimes you need to make subtractions, reduce non-core main businesses, and forge specialization, such as Vanke; ⑥ One reduction is the most classic The case is that of Southwest Airlines, a company that has been profitable all year round. They removed some of the flight attendants, so that the price of air tickets would come down. Because labor costs are so high in the United States. Then no meals are provided, which not only frees up two places, but also reduces costs. In fact, airline food is very expensive because it needs to be kept fresh, and heating equipment needs to be purchased, as well as cleaning afterward. The overall cost is also relatively high. Then the maintenance cost is very low, and all his aircraft are 737. So from the economic operating curve point of view, the efficiency of labor is very high. The cost of aircraft engineers is also very high. After all 737s are adopted, the financial cost is guaranteed to be very low. Originally, there were only 50 aircraft and a certain amount of spare parts had to be stored. In this case, costs in all aspects will be reduced and the scale will increase. Now Northwest Airlines and Pan American Airways cannot do it.
3 Expand and expand: functions, uses, areas of use (enlarge, expand.)
Example: ① The more memory is expanded, the more expensive it is; ② There is a middle school student who shares a memory with others on a rainy day. With an umbrella, both of them got their shoulders wet.
He thought of "expanding" and designed a "couple's umbrella" - enlarging the area of ??the umbrella and making it oval. As a result, this kind of umbrella was very popular in the market; there was also a flexible umbrella that was a little larger. Become a rain or shine umbrella at the seaside swimming pool. ③Haier refrigerators are sold to developing countries abroad. Local residents regard refrigerators as large decorations and like to place refrigerators in conspicuous positions. The bigger they are, the more luxurious they feel. Therefore, Haier made the refrigerators larger in appearance to meet their needs. , and the sales were very good; ④ Expanding the toothpaste mouth, reducing the use time of consumers, increasing the frequency of purchases, and also achieving an increase in sales. ⑤ In order to meet the needs of farmers in Sichuan to wash potatoes in washing machines, Haier expanded the filter holes and created a brand that is popular among local people. Products that farmers love; ⑥ Gome’s acquisition of Yongle aims to expand channels, enhance scale advantages through mergers and acquisitions, increase bargaining chips, and obtain high profits. The same holds true for Jiang Nanchun’s Focus Media acquisition of Yu Feng’s Juzhong.
4 Change: methods, means, procedures, etc. (Change the shape, size, color, taste, concentration, density, order, occasion, time, object, method, sound, etc. of the original thing.)
Example: ① The colors of Nippon Paint can change to make it shine everywhere; ② Swatch watches have various styles and are infused with mood, season, fashion and other elements, so they are more popular; ③ Mobile phones and home appliances change styles, Everything else that has not changed is the new model, and you will make money if you adopt it first. The Motorola V70 rotating mobile phone and Amoi A8 dancing mobile phone are examples of changing styles to get high profits first; ④ Pan Shiyi is good at change and emphasizes value innovation. With courage and wisdom, we took the lead in introducing the "SOHO" concept (Small Office Home Office), which has been popular abroad for many years, that is, working from home. In essence, the Soho clan is not a symbol of regional space, but a way of thinking and a change in lifestyle. This allowed his company to truly "not compete with competitors" and enter a blue ocean; ⑤ Marketers should be good at change, have diversification in their specialization, have changeable thinking, and have extensive knowledge, so that they can make decisions based on the market Better plans will give people more accurate guidance; ⑥ Changing sales methods and strategies will often make sales easier: For example, on Christmas night, in front of a college club, an old woman was guarding two baskets of big apples and selling them because of the weather. It was cold, few people asked, and business was very cold. Seeing the situation, a professor came forward to discuss a few words with the old woman, then went to a nearby store to buy red ribbons for festival weaving. Together with the old woman, he tied apples two by two, and then shouted: "Lovers apples!" ! Two yuan a pair!" The couples passing by found it very interesting, and the pair of apples tied together with red ribbons looked very interesting, so there were many buyers. All sold out in no time. The old woman was grateful and earned a lot of money.
5 Change: Put forward opinions and suggestions on existing practices to do better (passive, often only after the shortcomings of things are exposed, the method of eliminating these shortcomings is used) )
Example: ① Women didn’t buy Marlboro cigarettes, so they changed their creative ideas and publicity and sold them to men, which led to today’s Marlboro; ② The top of Haier refrigerator was changed into a computer desk, and the result was It is very popular among American students; ③ The same product sells well just by changing its selling point. For example, Wong Lo Kat changed its selling point to a drink that prevents people from getting angry and it quickly became popular; ④ His and Her beverage products have not changed, but the packaging has been changed. Men's and women's classifications are also very popular; 5. Changing shortcomings into features for publicity can often lead to the state of taking advantage of adversity and taking advantage of adversity. For example, a fruit seller suffered a fire one day, and the skin of the bananas was a little burnt when grilled. Hei, he thought it was definitely finished and couldn't be sold. No one will buy black bananas. But he found that these bananas were still intact inside and tasted even better. So he had an idea, and when he went out to sell, he claimed that they were Argentinian bananas, which attracted many people to try and buy them, but they were all sold out. ⑥ Times are changing, and corporate organizations often need to be improved, so corporate restructuring, process reengineering, information management and other reform measures have been introduced one after another. In other words, if there are obstacles in the enterprise, it must be improved, improved, improved, and changed for the sake of progress. For example, GE in the United States advocates change the most. It has gone through many changes, eliminated bureaucracy, made the organization borderless, shaped diversified success, and maintained the robust characteristics of large companies and the flexible characteristics of small companies.
6 shrink: compress, reduce, reduce
Example: ①The smaller the MP3 and MP4 are, the more expensive they are; ②Pocket computers, folding bicycles, and the manufacture of compressed biscuits and pocket-sized products. Radios, pocket raincoats, reduced editions of books, and pocket dictionaries all use reduced creativity; ③Including Pan Changjiang, the condensed ones are exquisite products:) Who can let people be born with creativity! ④ Mengniu milk has a flash evaporation process that can shrink part of the water, making the milk mellower, better tasting, and more fragrant; ⑤ In order to meet the needs of Americans, Haier refrigerators have created a small, very popular refrigerator. The United States has become the leader in the mini-refrigerator market. Canon also noticed the shortcomings of Xerox's large copiers at the beginning and used small copiers to defeat them; ⑥The selling point of the advertisement must be refined and condensed into one point, using a memory point to strengthen the publicity, concentrating its superior forces to enter the target consumer market, and occupy the mental resources of consumers . For example, Nongfu Spring is a bit sweet and only accepts melatonin as gifts.
7 couplets and one couplet: See what connections there are between things.
(Example: ① Jiang Nanchun saw Shu Qi’s poster when the elevator was about to close, and thought of installing a TV at the elevator door, creating Focus Media and bringing billions of wealth; ② Mengniu combined the space manned rocket with milk Linked together, they took advantage of the opportunity to increase their popularity and the quality of milk; ③ At that time, Regal Mineral Kettle entered the Beijing market, rented 10 ultra-luxury Cadillac cars, and used motorcycles to clear the way to welcome the state guests and greet the people of the capital. The Volvo mineral water bottle was launched. The motorcade carried the word "Rich" and dragged the sales staff from major stores. They appeared on Chang'an Street, the first street in China, and then went around the Second Ring Road, showing off their appearance. We walked around a few times. Putting the Volvo and the Cadillac together reminded people that the quality of the Volvo mineral water bottle should be high-end, which increased the attention. As a result, the Volvo launched a fierce offensive with the Cadillac. It caused a sensation in Beijing and became a big news in Beijing. Its popularity increased sharply, and it certainly occupied a place in the Beijing market. ④ Products are more valuable and popular when they are associated with highly complex things such as health, human nature, and emotions. For example, Coca-Cola represents happiness. Uni-President Orange mostly represents beauty, and the Diao brand is based on emotional appeal. ⑤ Nongfu Spring, the experiment of growing flowers with pure water and mineral water reminds you that drinking pure water for a long time is not good for the body, thereby improving your status of mineral water; ⑥ Wearing jewelry on beautiful women. Models are associated with beauty, and diamonds are associated with eternity rather than pure charcoal. Car shows are always equipped with many beautiful car models to attract customers to buy cars, as if they can get people by buying a car. This is called taste association. < /p>
8 Learn to learn: learn from and synthesize (learn to imitate the principles, shapes, structures, colors, properties, specifications, methods, etc. of other items in order to innovate.)
Example : ① Panasonic is not a technological innovator, but only a later improver. It learns but improves, making its products faster and more advanced than Sony because of its long playback time. , and also added weight to Japan's corporate image of imitation and innovation; ② Luban was scratched on his hand by grass. He imitated the small teeth on the edge of thatch and invented a saw. A small inventor invented a convenient rice washing machine. When washing rice, pouring water is very troublesome. If you are not careful, the rice will be lost. After seeing how tight the rice sieve is, I learned to make a semicircular wire mesh to cover the rice washing bucket. ③ The Ninth City follows the Shanda model and is living a very cool life in the online game market. Who makes them neighbors? ④ At present, many successful students in the market follow the route of copying and imitating, and use personal learning to succeed. Use your own money to exchange for other people’s time, experience and successful methods. For example, Ma Guangquan learns from Yang Guang, Yang Guang learns from Chen Anzhi, Chen learns from Anthony Robin, and Anthony learns from Jimmy Rowan; ⑤Dangdang learns from Amazon, and China Talent Network learns from foreign success. In terms of job recruitment model, Huaqi's Patriots have learned from Apple's IPOD in many aspects; ⑥ Individuals must learn, and organizations must also learn. Organizations learn to improve their competitiveness, and some companies use learning organizations to build strong team capabilities. A corporate university was set up to attach importance to the cultivation and forging of talents, thus enhancing its stamina.
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9 generations: Can other tools, methods, and materials be used instead?
Example: ① The ancient Archimedes told us that we do not necessarily need a scale for weighing, but use buoyancy. It's okay; a story in a primary school textbook tells us that a crow doesn't have to knock over a bottle to drink water, just a stone; ② Chen Tianqiao's recent black box home entertainment plan is to use a TV to complete all entertainment functions and replace a computer , telephone, will be the new "rebellion" equation; ③ Fountain pens sprout new branches from the old tree: When fountain pens are gradually replaced by ballpoint pens and rollerball pens, they have become a product that has entered a period of decline and is on the verge of death. Positioning shifts to meaningful, valuable gifts. This gift is the most suitable and most memorable gift to give when you encounter a major turning point or milestone in your life's journey. ④The price of Beijing bus cards has been significantly reduced to encourage more citizens to use buses to travel to relieve the pressure of private cars on urban transportation; ⑤In the 1920s, the United States promulgated alcohol prohibition and the sale of alcohol was no longer allowed, but there was an alcohol extract Jiang Ding is selling like crazy. Jiang Ding is medicine. If you are not allowed to drink, you have to take medicine. So the American Dr. Hammer set his sights on ginger, the raw material for Jiangding production, and teamed up with banks to monopolize the ginger trade in Asia and America. As a result, he made a fortune; and what can be used to replace cigarettes, such as cigarettes, which are healthy and environmentally friendly? , caring for family ⑥ TV programs have people reading books, reading newspapers, and managing money. At the same time, many manufacturers are gradually outsourcing non-professional business and handing it over to people who are better at it, while they specialize themselves. The company continues to slim down and make subtractions.
10 Move: (It means moving, converting it to another use or moving a certain part of the item to create a new item.)
Example: ①21 There is no market for color TVs in the city. If they go to remote rural areas, they may have a second spring; the products we don’t use may be given to the poor people around us in North Korea, who will take them as treasures; ② When Shulei first launched on the market, The P&G counter will be moved wherever it is, and the distance between it and No. 1 will be No. 2! ③Post-it notes were originally made to be very sticky, but later it was discovered that the stickiness was not good, which led to the sticky note function today; and the telescopic rod antenna on the TV was "moved" to the teacher's podium, and it became a retractable "teaching device". Great". ④ At that time, Mou Zhizhi of the South German Group bartered for necessary needs, exchanging more than 800 wagons of light industrial products for 4 Russian aircraft; ⑤ Beijing is the political, economic and cultural center, and Shanghai is the economic, financial and trade center. It is important to engage in cultural industries. To become bigger and stronger, Beijing is a big market and must be contested. Therefore, many consulting and planning figures choose Beijing as their base camp and then radiate to the national market. If you occupy another city, such as Tieling, and you say that I am a planning expert from Tieling, and we use Tieling as a base to radiate the national intelligence industry market, do you think you would be embarrassed to say this? You should be able to attend the Spring Festival Gala with Zhao Benshan; ⑥ To build a market, you can surround the city from the countryside, build base areas first, and then fight on the battlefield to liberate North China, liberate the Central Plains, and liberate the whole of China; you can also do it first and then the easy, and be the first in the central city Brands are connected with dots to form a line and then radiate to the surface. The first line is planted with flags, and the second line is red. Mengniu adopts this approach. Similarly, when Haier entered the US market, it also adopted the strategy of first making it difficult and then making it easy. This is like the value of a stone. The extent depends on the value of the market where it is located. It is probably not as expensive as food in a vegetable market, but it is probably more expensive than a diamond ring in a jewelry store. This is the additional value that geographical switching will bring. )
11 Invert: Reverse the order of up and down, maybe it is better (that is, reverse the form, nature, function, pros and cons, inside and outside, front and back, left and right, up and down, horizontal and vertical, etc. of something) Invert them to create new things)
Example: ① Use the right combination to win with the unexpected. Without reverse thinking, it is difficult to win. The story of Tian Ji’s horse racing tells us that reversing the order and keeping the elements unchanged can change the outcome of the competition; ② A zoo is where animals are kept in cages, and we look at them, while a safari park is when we are in an iron cage car, and ferocious animals look at us, and of course we are Let’s see animals :), the other way around is more exciting and the ticket price will be more expensive; ③ I walk and see the roads that others don’t take, and I think about and try to do the ones that others don’t approve of. Many times if you insist on being different, you will really be extraordinary. Zhong Daolong, the founder of Reverse English, learned English at the age of 45. Others preached quick success. He pays attention to a little bit of dictation. Solid and simple is the most feasible. As a result, it has also established a unique school in the English arena. ④Propaganda and media communication have new characteristics. The media must seduce and plan for controversy. Only by having pros and cons can there be interaction. Contradictions have communication value.
This year Jiang Wei’s registration of Zheng Xiaoyu’s rat poison is an example; ⑤Computers all take channels as their core competitiveness, but Dell does not engage in traditional channels and only became the computer leader by playing direct sales; ⑥Encircling Wei and rescuing Zhao tells us that we don’t need to fight wars, just solve problems; Empty City Strategy tells us We don't need to guard the city, we can just use threats.
12. Definitely: Set boundaries and standards clearly (refers to setting new standards, models, and sequences for new products or things, or doing something to improve something, improve work efficiency, and prevent adverse consequences. Some new regulations have been introduced, leading to innovation)
Example: ① Civil aviation has a membership card, and you can enjoy special benefits if you reach the points, which is equivalent to it booking a standard for you and you must fly on its plane. Produce loyalty; ② Rolls-Royce is positioned as a car driven by nobles, royal families, and heads of state, and there are rules. Elvis is a bull, and he is rich. He wants to buy a black Rolls-Royce, but after review, he thinks that the car is a cat. Wang is not qualified and will not be sold. Elvis Presley can only buy the most ordinary Rolls-Royce. This is the rule set by others; ③ Marketing in a sense is positioning, and positioning is to find a resource in the mind. Nongfu Spring has a little sweet. Procter & Gamble products: Each one shows its magic, Head & Shoulders for dandruff removal, Rejoice and Smoothness, Pantene for hair care, and Sassoon for professional. The popular famous teachers each have their own positioning and unique skills; ④ After having a positioning, it is not enough. It is also necessary to formulate a competitive barrier and set an obstacle for competitors. The price butcher Galanz uses its price advantage to give competition The opponent creates a threshold. Some companies use patents, civil aviation cards to maintain loyalty, etc. ⑤Companies that formulate standards and game rules 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.