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奇点创新营销 【互联网时代企业的创新优势与引爆点】 Enterprise InnovationAdvantage and The Tipping Point Strategy In The Internet Era 【适用学员】 关注创新与营销的企业高管 ［Suitable Student］Innovative companyexecutive personnel 【课程特色】
- 基于对中国企业实际问题和经营困境的了解，经济大环境危机与对企业影响的判断
- 紧跟热点：提供大量当今热门企业的真实数据与事实。
- 集成了世界最新的创新模式的研究成果，包括美国前沿创新模型和欧盟CADIC企业创新研究成果
- 用全新的视角揭秘前沿企业的成功模式，通过大量案例分析，挖掘市场引爆点
完整总结出中国企业可以应用的实战工具，现场就可以利用工具激发灵感，并采用工作坊的方法系统化思路 ［Course Features］ * Based on the understanding of the actual problem and financialdifficulties of Chinese business, and how the economic environment crisishas impact on business. * Keep up with the hot spots: provide a great number of true facts andrealistic data of Best 100 Enterprises and today's hot enterprises, such asNETFILX, APPLE, Facebook. * Integrated the world's most innovative research results includingAmerican frontier innovative models and enterprise innovation research resultsof EU CADIC. * Present the successful modes of frontier enterprises with new eyes,tap the market tipping point with a large amount of case analysis. * Summarized all the practical tools for Chinese enterprises, using thetools stimulates inspirations on the spot, systematizes the train of thoughtswith workshop-methods. 【学习目标】
- 洞见创新模式
- 掌握源创新的思路与方法
- 分析产业破坏式创新的机制
- 将创新的方法应用到经营的各个环节
［Learning Goals］ ＊See the innovativemodels clearly * Grasp the idea and method of originalinnovation * Dissect the mechanism of industrialdisruptive innovation * Apply the innovative methods into every linkof management 【课程时间】 6-18课时（1-3天） [Course Duration] 6- 18 class hours (1-3 days) 【课程纲要】 1. 最好的与最糟糕的时代 ² 越卖越起劲VS越卖越费劲 n 什么钱好赚“思维导致企业走向误区” n 满足需求“导致企业衰退” n 将成功复制的精益管理带来“不景气” ² 趋势研究：未来可能出现的四种模式 ² “奇点已经临近”——为什么多领域内出现指数级增长 ² 案例研讨 n 扎堆O2O，新王者来袭；“小米”推动产业觉醒；谷歌与苹果的自我颠覆；双11中毁灭的空气…… 2. 创新驱动产业变革 ² 效益型创新和效率型创新 ² 为什么即使都做对也不一定成功 ² 选择大于努力，如何寻找让猪飞起来的风口 ² 帮助企业在未来10年中增速最快的12个领域 ² 为什么小企业能够成功逆袭大企业 ² 颠覆性创新的成功 ² 定位被忽略的“小市场” ² 案例研讨： n 微软的无赖精神；雷军的选择；华为的窘境；cpu大乱战；CES的预测能力………… ² “介质”的价值链模型与增值本质 ² “订单思维”的模型 ² “跨界整合”与平台战略 ² “产融巨头”的布局思维 ² 传统企业触电的逆袭之战 ² 德鲁克的创新七来源 ² 案例研讨：信用卡的成功和MP3的失败；；万达的订单模式、从飞信到微信；迪斯尼；复兴集团、巴菲特的迷雾；国家级的豪车与别墅、阿里巴巴…… ² 奇点创新营销不是在王府井打劫 ² 好的商业模式：成功不是中彩票 ² 洞察产业“核心价值”与“经济引擎”：体验感的估值是450亿美金 ² “引爆点”法则 ² 大数据引领未来——用户与数据重塑产业链 ² C2B:数据经济改变了制造方式 ² O2O:并不是要创造出新的东西，而是降低了客户获取成本 ² 复杂销售模式会被平行销售模式所取代 ² 互联网营销的九大特点 ² 病毒式营销 ² 亏欠为什么还要投：风险投资中的冥次法则 ² 如何评估企业到底值多少钱 ² 未来利润的获取方式 ² 成为“新垄断企业”的四个路径 ² 后寻租时代建立“新垄断企业”的方法 [Course Outline] 1. Selling：the more the easier VS. the more theheavier * how to make easy money "this thinking drives the company to thewrong region " * meet the demand "causes the enterprise decline" * successful duplication of lean management still brings the"recession" * the destructive smell of the "Double 11" shopping spree 2. The Internet era has began * the Internet Thinking Innovation * customer analysis based on large data * piles of o2o has fallen * MI promotes the industrial awakening * the rebound of Google and Apple * benefit type innovation and efficiency type innovation * why the blue ocean market is adept at blowing bubbles 3.The destructive innovation strategy ofthe new generation * the worse product is more successful thanthe better one —— get it all right may not guarantee the success *choice is greater than effort，how to find new growth points *12 fields that can help making best growth in next 10 years *why the small enterprise can counterattack the large enterprise —— the successof MI *the success of disruptive technology *positioning the overlooked "small market" *the rogue spirit of Microsoft 4. The innovation strategy fromsingle-side to multi-faceted * the value chain model and the appreciation nature of the"media" * the "order thinking" model: order model of Wanda, fromFetion to Wechat * "crossover collaboration"—— Disney * "the combination baron"—— the Renaissance Group, Buffett'shaze * "platform strategy"—— national level of spacious houses andlimousines * the 7 sources of innovation 5. Counterattack type of transformationstrategy * have insight into the "core value" of industry * look for "economic engine" * adopt the torturous "new strategy" * wait for the "tipping point of profit" * Internet marketing strategy * traditional enterprises' water-testing counterattack battle * Internet marketing's channel construction * create the innovative enterprise culture
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