Light house effect: all private goods can be exchanged in the market with market price and market value, but public goods have no market exchange, market price and market value, so consumers are unwilling to pay for public goods alone and let others consume them.This phenomenon is called "lighthouse effect" in western economics.
The lighthouse effect is not equal to "free riding", which is the rational allocation of resources and conforms toeconomicsprinciple.
“Free ride”It should belong to unjust enrichment and violate the basic law.
Classic case
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MicrosoftEncourage the flow and development of talents within the company.Steve Ballmermiddle managers Emphasize that the talents you manage do not belong to you, but to the whole company.When someone is found suitable for a new position,Steve BallmerHe will directly jump over his supervisor and make a decision on talent transfer.Other managers at all levels of Microsoft follow a similar way of using talents.In this way, Microsoft's internalTalent flowQuite frequently, most excellent talents can find their own development path.
Microsoft also designed a "dual track" mechanism for talent development.Microsoft not only allows excellent employees to develop on the management track, but also allows them to develop on the technical track according to their own wishes, and even allows employees to switch to another track after failing in one track.For example, Microsoft has more than 20 senior engineers. Their position in the company and their income are comparable to those of vice presidents engaged in management.Such "dual track" policy ensures the diversity of talent development paths from the system, which is conducive to attractingpersonnelAnd retain talents.
HPIt is a leading global provider of computing and imaging solutions and services.Since HP was founded in 1939, after more than half a century of development, this company has established branches in more than 120 countries around the world, with nearly 100000 employees, and is known as "the most admired company".The company has also developed from an asset of $538 to a new HP with an asset of $56.4 billion and an annual turnover of $87.4 billion.HP can make a lasting success mainly because of its“HP way ”Ofcorporate culture。 In 1957, Hewlett Packard went public. In that year, the founder of the companyHewlettandPackardHas established a series of corporate purposes andsense of worth。Its basic core is "customer first, pay attention to individuals and strive for profits".These tenets have been revised many times later, and many specific plans and implementation methods have been formulated, which has finally formed the reputation of“HP way ”HP culture.so to speak,HP way It is the source of HP's continuous success and the fundamental reason why HP has been able to constantly surpass itself for so many years.HP way It is HP's core competitiveness.
HP emphasizes innovation in business and motivation in personnel.HP firmly believes in any situation: as long as employees are given appropriate means and support, they are willing to work hard, they will do well.Under the guidance of this value system, Hewlett Packard has attracted a group of people with excellent abilities, different personalities and rich innovation, allowing them to play their own advantages in a relaxed environment, creating endless wealth for the company.This is why HP has always been invincible in the fierce competition.
The reason why Microsoft, HP and other companies are most admired by Americans is mainly due to their uniquemanagement ideaandmanagement style。For large companies, cultivate uniquecorporate cultureIt is the basis for the sustainable and stable development of the enterprise.
Management application
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Shenzhou V astronaut Yang Liwei
More than half a century ago, management mastersDruckerstayManagement PracticeOne of the five foundations of management is to set goals.He believes that the tasks that managers must complete must come from the company's goals.All organizations will vary depending on their goals and how they achieve their goals.Without a vision, enterprises will not have long-term market competitiveness.
On September 15, 2003, China's space shuttle“Shenzhou 5”The manned space flight was successfully carried out.When the news was announced, the whole country was jubilant, and the first Chinese astronautYang Liwei"Becoming famous overnight" has become a well-known hero in China.But more than 30 years agoU.S.A, whenKennedy When the statement was issued on May 25, 1961, that "this country should spare no effort to strive for this goal, that is, to send a man to the moon before the end of this decade, and let him return safely", this bold decision shocked the world, even made it difficult to accept.Because in the view of most scientists at that time,Moon landing planThe probability of success does not exceed 50% at most.In addition, to realize this plan, it means that we need to spend $54.9 billion immediately, and it will cost billions of dollars in the next five years, which was quite difficult when the American economy was depressed at that time.However,Moon landingThis ambitious and clear goal and plan, like a beacon, converged the efforts of all Americans and formed a strong spirit of collectivism.Because of this, the United States got rid of the malaise of the 1950s and began to stride forward.Similarly, the same is true for setting the enterprise's vision.If an enterprise does not have a desire for growth, a goal, and what it should do, its resources may be very scattered, and people will not be able to think in one place. At this time, it is difficult for an enterprise to manage.With goals, there is a clear finish line. Therefore, the company clearly knows whether its goals have been achieved, and employees will also rush to the finish line soberly.
AmericanHappinessThe magazine published the ranking of the world's top 500 in 2001,Wal-MartThe company topped the list for the first time.Walton, his founder, failed to see the result with his own eyes, but he foresaw it because it was the goal he had set for the enterprise.Even when Walton's condition deteriorated rapidly, he planned development goals for the enterprise.In April 1992, Walton, who was not far from his death, planned for Wal Mart to reach the goal of 125 billion dollars in sales by 2000.This goal is like a magnet, attracting Wal Mart forward.This is a beacon in progress left by Walton to the enterprise, which has played a huge role.In 2001, Wal Mart finally ranked the top of the Global 500 with a sales volume of 210 billion dollars, realizing Walton's vision.
Marketing application
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Hunan Satellite TV Super Girl
Entertainment marketing is everywhere and has already formed a worldwide trend,caseThere are numerous examples. Its great influence, new techniques, and radiant attraction and splendor have made some technology companies known for their stability, such as Intel, try to change their faces, do entertainment marketing, and launch a series of advertising campaigns to make stars do what they want on their thighs.It seems that entertainment marketing has been upgraded to a game of not only money but also creativity.bmw、Benz、public、HondaYou have invested a lot of moneyHollywoodThe director makes a series of short films to be played online and starts the carEntertainment MarketingA new era.In China, especially the success of "Super Girl" in 2005 pushed entertainment marketing into an unprecedented upsurge, with the trend of "entertainment is also the first productive force" and "entertainment marketing leads the way and becomes a beacon of life", which makes all enterprises who want to break through and grow rapidly jump to try.
Today is informationAuditionIn the era of information, we are both in the vast sea of information and full of anxiety about valuable information. The most urgent need is the lighthouse - to catchattentionandinterest, which can be exciting and fascinating, and can focus on and detonate natural effects.
Entertainment marketing is to create lighthouse resources. Consumers pay attention to lighthouses and rush to lighthouses. Enterprises and brands use lighthouses to reach the other side of marketing.Hunan Satellite TVSuccessful establishment“Supergirl”Is to create an unprecedented lighthouse in the history of Chinese television;Achieved their lighthouse positioning:“Happy China”；Launched lighthouse characters, such asLi Yuchun、Zhang Liangying, one was named "Asian Hero" in Time, and the other was namedForbesThe most promising newcomer in the ranking list is the queen with the sound of natural dolphins;Mengniu yoghurt also came out, becoming a lighthouse brand at one fell swoop, becoming not only a brand leader in the market, but also a brand leader in ideology. It has the strong characteristics of lighthouse brand: identity, emotion, intensity, and prominence.
In the final analysis, entertainment marketing is to detect and discover the lighthouse resources in the hearts of target consumers. It is necessary to create lighthouse resources with society, the times, idols and consumers. Our goal is not only to seize attention, but also to use insight, thinking and charisma. What we pursue is feeling and resonance, participation and interaction.It is the era of heart, the life of heart, and the economy of heart. It is based on heart and people, and seize new aspirations and feelings. People who win hearts win the world. People's hearts are treasure houses and gold mines. Humanity is the largest business. Everything returns to people. Happy life, everyone needs entertainment. Everything will spread faster after entertainment. Entertainment has become the fastest spreading and most widespread creative virus.
On February 19, 2006, Hualong Riqing and Uni President established a joint ventureJinmailangThe beverage company has launched a brand new concept and category of "Jinmailang Green Tea".In the strategic planning for its brand, we made it clear that Jinmailang tea should become a beacon brand with insight into the culture of the times and emotional culture. We should shape the brand identity like a beacon. No matter from function, concept, concept, culture and spirit, Jinmailang tea should become a new beacon for consumers to consume drinks in their minds.
"Tea is the national drink", we should seize the opportunities given by the times, explore the potential huge iceberg like demand of consumers, grasp the subtle spirit of the times, form strategic partners with the Lighthouse Company, integrate the Lighthouse resources, use the Lighthouse characters as a powerful inspiration, and create popular positions, such as Nike's NBA and Jordan;To bring out newBrand cultureandvalues, to infect, inspire, motivate and even influenceTarget consumers, realize the huge energy of forming goals, and bring abundant vitality;They should also lead new ideas, lifestyles and consumption trends, such asNike"Just do it",Adidas"There is no impossibility", Chivas Regal "This isChivasLike the trend of "life", it has become the benchmark of popular culture and hot sales.
Hualong Riqing's final choice andHuayi Brothers Media GroupIn cooperation, Jane Zhang signed a contract to endorse Jinmailang tea, "Liang" and "Lang" got married and joined hands with the Innovation Bureau.Hualong RiqingHuayi Brothers Both are new lighthouse enterprises that have been born for 12 years. Fan Xianguo and Wang Zhongjun, presidents of both sides, are lighthouse figures in their respective fields. Jinmailang Qingcha and Zhang Liangying are lighthouse brands and lighthouse figures that are highly expected by everyone.All the integration will leave a huge space for imagination.
The brand image advertisement of Jinmailang tea and the MV of Jinmailang tea brand song, which Zhang Liangying is responsible for, were shot in foreign scenes. On April 25, the Oriental University Town held the global premiere of the MV with a scale of 10000 people. It is planned to hold Zhang Liangying's theme song club and participatory and interesting activities in 30 cities across the country, which are interlinked and promoted layer by layer to maximize the power of entertainment marketing.
The key elements of successful entertainment marketing are: creativity first, content first, concept driven, brand DNA construction, event marketing, creative consumer participation and experience, online interactive media interactive marketing, closely linked with popular culture, cost and channel.
