"37 degrees" management concept

Foreword:

The famous enterprise management expert Tan Xiaofang summarized the original concept in his recent lectures and interviews: 37-degree management. 37-degree management concept: from the medical point of view, human body temperature does not exceed 37 degrees is normal, after that, began to appear different degrees of discomfort, is unhealthy. Then, the 37-degree management concept promotes moderate management, appropriate authorization, appropriate marketing, and appropriate services.

According to the Commercial Daily report on April 14, the National Standard for Restricting Commodity Over Packaging Requirements - Food and Cosmetics issued by the General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China (AQSIQ) and the National Standards Committee, was approved for release last year and will be implemented starting from April 1. In my opinion, "restricting the over-packaging of goods to the national standard" is not just the gospel of consumers, but also the gospel of the general public. Even packaging has excess effects. So what about our brand management? I think: The creation process of the brand is like the tightrope challenge of the tightrope walk in Tianmenshan Scenic Area of ​​Zhangjiajie, as the descendant of the Xinjiang "Davao", Samiti Amat, was not careful.

Among them, over-effects are one of the devils that disrupt strategy. Undeniably, brand loyalty occupies a very important position in the three elements of the brand. However, the "degree" problem involved in this process has not always attracted enough attention. The "degree" referred to here can be regarded as a "distance" between the brand and the consumer. If the company does not grasp this degree well--this is the situation described by the over-effect. Please see the following analysis:

First, over-marketing What is over-marketing? Over-marketing means that the company adopts normal or abnormal means to complete sales goals, so that the customers' consumption exceeds their purchasing power, or they purchase goods that have no use value. MLM is a typical over-marketing. Excessive marketing will affect the reputation of the company, and even cause serious litigation, leading to a serious public relations crisis. People often say: "distance creates beauty." It refers to the proper distance between people, and it also helps to highlight the individual's personality and beauty. Tan Xiaofang's teacher quoted this sentence to the relationship between the brand and the consumer. In my opinion, the same applies in some respects. Then, let's take a look at the ten sins of over-marketing in the tourism industry:

1, many domestic scenic enterprises look forward to customers, always want to suddenly attract tourists, in the "best and better" sales psychology, tourism areas often overlook the operating space capacity restrictions, reduce or simply give up the control of the number of visitors Management, which overbooks tourists or starts the tourist market. Teacher Tan believes that the huge flow of tourists started to flood the tourist attractions, quickly resulting in super-saturation of passenger capacity in the scenic areas, resulting in chaos in the scenic areas, and the decline in product quality. Visitors are generally dissatisfied and even angry. Some scenic spots had to be rejected, which caused greater dissatisfaction with the rejected tourists and even led to conflict.

2. We look at some advertisements in real life, in order to give consumers a deeper “impression”, even at the same time three times in a row. If there is no limit, I guess it is possible to play five times eight times in a row. There are plenty of people! Most consumers will have a feeling of being "forced public opinion." Once this sensation arises, "name" is out, but "beauty" is impossible to talk about! Some consumers have reported that the bombardment of banner information from various newspapers and magazines on travel information and online advertising is bleak. I do not know what to choose!

Intensive travel advertising must also pay attention to a method and method. In the "degree" to master a size. Too much too easy to over-fire, too little to achieve results! Therefore, it is not effective to "come" the consumer's ears every day to advertise, but also need to summarize and analyze according to local conditions! That is, you must think carefully, but not blindly!

3. All effective communication is established under the conditions of both parties' permission. When the other party is one by one, then two or three other times, you do not stop, indicating that the travel agency manager is really not interested in or will not do business. . When you introduce - such as a newly developed line of our travel agency, you must first seek the advice of the other - for example, can you give me two minutes, you have to use the two minutes to impress the customer's heart, make you interested Continue listening. When you solicit the opinions of the other party and do not agree with each other, be careful not to insist on arguing with the customer. He does not necessarily deny you. However, because of his own reasons, he may be in a bad mood, if you still have to argue a high level. Waiting to sweep out the door.

4. For example, if we walk casually on the street at present, we may all be "siege" endlessly by "spreadsheets," and even fill out forms and so on. Going to the community, some travel agencies, scenic spots, and even promotional pages will be stuffed into the mailbox or door. If you can't master the problem of one degree, and you have frequent contact with consumers without restrictions, it is easy to arouse the disgust of consumers. Teacher Tan believes that once consumers think that your publicity has interfered with his normal life, then this “zero distance” approach to consumers does not necessarily give consumers a good feeling! From another point of view, there is no essential difference between this approach and “putting brand-name products on the street for selling”.

5, can not be clarified the real needs of customers, blindly forced strong sales, Wangpo selling melons shouting to himself. Tan Xiaofang’s teacher heard that some travel agency salesmen pulled the business: “Do you travel in the company?” “No,” “Why not to travel?” “This year has been a “one day tour”? “Oh, (the customer hangs up) is simply not possible!” In addition, the author recommends that the travel agency’s business manager not to call the customer during the customer's rest time. Unless there is an emergency or agreement, do not do this unthankful thing .

6. Make a phone call for two days or two, or personally go for a face-to-face talk, commonly known as the "close-fit tactics" of the travel business. To know the customer's time is also very valuable, he also has time to plan, not every time you call or he has enough time to communicate with you. Do not let your "hard work" become the burden of the customer, and even force your customers to the opposite of cooperation. The frequency of communication between the business manager and the customer shall be based on the preconditions agreed by both parties. Special circumstances are allowed but not every day. If this happens, it shows that the scope of the business manager's customer and the development of the potential customers have yet to be questioned.

7, look at poor marketing. In the era of information like the sea of ​​information, consumers have accepted a lot of information. Consumers have been numb for ordinary information and even bad information because nothing in these information can attract the audience's attention and nothing can attract consumers. Consumers generate consumer demand. However, at present, there are few people in China's marketing information, such as advertising and sales promotion. Therefore, most travel agencies and scenic spots use all-in-one line advertisements, all-in-one brushstrokes, all-colored scenic names, and all-purpose scenic spots. Travel agency gifts caps and so on.

8. When there are some travel agency managers talking to the author about "relationship marketing," I have no intention of talking here about whether their so-called relationship marketing is professional or whether they know professionally - but the practice of using money to clear the way may be somewhat inappropriate. The characteristics of these travel agency managers are that the relationship with the customers is measured entirely in Renminbi, business cooperation is more money-laden, and the love of money is everywhere. It feels like you're just a profiteer and the customer will feel like this. Human cooperation lacks security.

9. For customers who fail to cooperate according to your expectations, they should give due respect. When developing tourism business, it is best not to use the idea of ​​“prospering with me and resisting me” and failing to adopt your travel agency. You can't imagine the other person as a stupid pig or stupid donkey, and you must not show contempt or language. The author sent you a sentence - do not say it in me, I do not listen to you! Giving your customers face and respect is equal to winning future opportunities for yourself.

10. At KFC McDonald's, every time a customer orders meal promotion or sells in disguised form (a small cup for a big glass, a gift for a package, etc.) is basically about 5 times, sometimes even up to 7 times, making the customer particularly embarrassed or disgusted and exposed. There is a short-sighted psychology that companies are excessively pursuing profits in their operations.

Second, over-performance The author has learned that in the folk custom villages that are open to tourists everywhere, the tendency of ethnic minority customs to be staged is obvious. Although the performance of the performer is more than a hundred times more true than the real dress in life, it lacks the original charm of the national dress and gives people a false feeling. In order to develop rural tourism projects, it is necessary to avoid the curiosity and low-cost gains from tourists, and to transform the day-to-day performance of some of the ethical “special issues” of the people and folks, and ultimately to cause alienation and destruction of the local cultural ecology.

Appreciating and experiencing folk customs in the countryside is an important part of rural tourism. The most representative example of folk customs is the marriage, funerals and festivals in the countryside. However, in the village, it is not the case that such "unusual events" occur every day, and it is not a festival celebration every day. These "unusual matters" follow rural time rhythms, ceremonial taboos, etc. They cannot be easily changed or even displayed.

"Hole hole marriage" is a kind of love customs of the Guizhou Yao (Qing Yao). After the girl was 14 years old, her parents let her live alone in a small room. There was a hole in the wall of the room and the hole was facing the girl's pillow. At night, the young man went outside the door of the girl he admired, and used the root stick to wake up the girl through the love hole, talk about the song across the door or the partition wall, and if he got together, he could open the door to enter the house, and the parents did not interfere. avoid. If the meeting fails, the girl can sleep and the young man will leave with interest and find someone else. As the local saying goes, “You can talk five times a night and only one person for life.” It can be seen that while the Yao people have greater freedom in marriage and love, and their love methods are also more open, they are very serious about marriage issues.

In order to attract business, some local tourist attractions have even resorted to illegal services in the name of displaying national marriage and customs tourism. This has finally aroused the anger of the nation. They warned tourists of such activities: if they do not change, they will send out.” The firearms team resolved by force. In the above case, it can be seen that under the influence of the market economy, some "extreme issues" have been routineized and performed. For example, ethnic minority villages such as Yunnan, Guizhou and Hainan have performed wedding ceremonies and sacred ritual dances to tourists almost every day. The negative impacts and impacts of the daily and performance of these “very important issues” on the local rural communities are not compensated by low performing income.

In addition, the similarities and differences of the “Bamboo Dance” jumped from the Li nationality in Hainan to the Yi ethnic group in Yunnan, from the Miao ethnic group in Guizhou province to the Dai nationality in Guangxi province, and was laughed as the phenomenon of “dancing bamboo poles” in ethnic folk customs and dance performances; Many folk villages and folk customs parks are even found everywhere in the irrelevant cave sights. The unpleasant incidents such as teasing and tricking tourists, and soliciting tips are frequently reported. Some backward things such as ghost culture and divination culture are Deliberately rendering, shoddy ghost caves, ghost towns, gloomy lands and other tastes of vulgar low; all these are not enough.

In this way, wedding customs and religious ceremonies for ethnic minorities can be flexibly carried out at any time and at any place according to the “tourism needs”. How many folk cultures have the original meaning and value? This kind of cultural performance that mobilizes tourists' "expectations" - and also cultural distortions - is extremely harmful to the natural development of tourism reception culture. Tourists cannot fully and effectively contact and discover the live culture of the reception place, but have accepted a kind of passing experience. Packed "pseudo-culture" and "pseudo-folk", and the inherent culture of the reception will gradually lose its characteristics.

Third, over-management When some domestic enterprises get rid of the difficult “start eating” life, gradually enter the growth period. With the expansion of scale and the increase of personnel, the formation of the management level and the continuous development of the enterprise will inevitably face congenitally deficient factors such as corporate culture, organizational structure, property rights structure, and business strategy transformation. The transformation of the bosses of tourism companies is painful, but it is a must.

One of the more obvious problems is that the business owner is too busy. Too busy is the appearance, the internal reason is what? Teacher Tan Xiaofang thinks it is over-management. The tube may not be in charge, and it should have been busy. Teacher Tan Xiaofang believes that if the boss wants to be big, he should first be more daring and can fully trust the quality of his staff and his control over himself. Here are some personal opinions:

1. Authorized management and authorization is not a waiver of rights, but is to make better use of power. It is also to better monitor power and control power.

There is no need to take care of everything, and everything is not assured. In fact, most employees have the "ideal" of trying to do something. The most important thing is that there must be clear objectives, requirements, and standards for subordinates. This is enough. In the process of business visits and consultations, the author found that many board members did the work of the general manager; the general manager did the manager's thing; the manager did a lot like the salesman; the salesman did all the rest. I don't intend to belittle how lazy our business people are. I don't want to praise how diligent our marketing manager is. Here, I just want to emphasize that role positioning determines the direction of work, and the direction of work determines the method of work.

2. Setting an Example Regardless of marketing or service, the power of the company's role models is endless. It has the effect of Chairman Mao's “planter, propaganda team, and declaration of declaration”, and the power is endless. No one wants to regress, as long as he feels hopeful and can really see hope. Specific methods can set up senior positions such as chief bloggers, chief apologists, chief marketing officers, and so on.

3. The corporate culture re-advertises employees from the cultural level, and the role of culture is subtle, not a matter of overnight. Teacher Tan believes that it is possible to start from the behavior of employees and continuously deepen their behaviors from the system to the behavior, from behavior to habit, and finally form the concept of innovation and recognition of corporate values. In addition, I have found that there are many over-effects of the company, such as: planning excessive entertainment (public lack), construction of over-exploitation (environmental lack), customer over-service (lack of privacy), hope to read this article, the entrepreneurs Can balance in the unbalanced market competition, and take good business of the steel wire.

In short, the rule of the big country such as cooking small fresh - business management must be appropriate, Confucius Yun: too much less. The harm is too great. Things will be counter-productive, too unclear, managers - remember to remember!