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Similarities of Success between Cairnopolis Company and Apotheker Company (I)

The similarity between these two successes is the application of the successful case of implementing the blue ocean strategy through customer value innovation. V Blue Ocean Strategy holds that focusing on the Red Sea is tantamount to accepting the restrictive factors of commercial war, that is, winning on limited land, but denying the possibility of opening up new markets in the commercial world. Using the blue ocean strategy, we will shift our focus from competitors to buyers' demand, cross the existing competitive boundary, screen and reorder the buyer's value elements in different markets, and change from the positioning choice under the given structure to changing the market structure itself, thus creating new market demand based on customers and opening up a new world.

Success Similarities between Cairnopolis Company and Apotheker Company (2)

In view of the rapid shrinkage of the traditional Belgian film market in the 1960s and 1990s under the impact of video, television and other media, Keynes Company deeply analyzed the customer demand, innovated the traditional cinema business model, and created a "giant cinema" business model. Jump out of the shrinking and fierce competition in the traditional film market-the Red Sea market, and build a huge audio-visual market to meet the new market demand-the Blue Ocean market. Similarly, Famille Company has created new value between the one-star market and the two-star hotel market, from the traditional non-star market and the Red Sea market through in-depth analysis of customer value factors, and created a brand-new fast hotel business model, which has achieved great success.

Advantages (1) Through large-scale cinemas, it has realized audio-visual experience and viewing environment that is difficult for cinemas such as families to enjoy. The movie screen is very big. Generally, the cinema screen is 7m high, 5m wide,10m wide and 29m wide. The projection equipment is 70 centimeters more than the conventional 35 centimeters, and it has a fever-level sound. Spacious location, not blocking the line of sight, independent base, sound waves do not reflect each other.

(2) Parking is convenient and free. Location and location 0/5 minutes away from the city center/kloc-there are few traffic jams and plenty of parking spaces, which solve the main problems faced by movie audiences: scarce parking spaces and expensive parking fees. (3) The scale advantage reduces the cost to the lowest level in the industry. The seat cost is less than half of the industry level, located in the suburbs, and the land price is cheap. The central ticketing system and the * * * channel make the scale effect of personnel cost and recurrent expenditure obvious. Scale and value innovation make advertising investment less.

Disadvantage (1) is located in the suburbs, which is inconvenient for the audience without a car. ? (2) Being located in the suburbs has virtually caused many opportunity costs. People who want to rest and watch movies after shopping. Student groups, because there is no car, it is difficult to go to the suburbs to watch movies. People who want to see a movie after entertainment.

This giant cinema can be replicated in large and medium-sized cities in China. In fact, there are many similar successful cases in China. For example, wanda plaza, which is blooming all over the country, is a giant cinema, which provides audio-visual enjoyment and parking environment that is beyond the reach of families and urban cinemas.

Famille's success largely lies in the accurate analysis of customer value chain, and through the effective design of value chain, it can effectively reduce customer costs and improve customer income, which is mainly the result of the analysis of value chain relationship between organizations. ? Specifically, when establishing Famille Company, Apotheker Company first put forward a customer's core value: the need to get a comfortable night's sleep at a lower price, and then through the accurate analysis of customer value factors, boldly increase the investment in core value and greatly reduce non-core value, such as first reducing services such as lobby, lounge and catering. Reduce reception staff, indoor area and facilities, use rooms and spare parts produced by factory standards, and improve scale and quality.

And increase investment in core values-comfortable sleep quality, such as bed comfort, hygiene, sound insulation and so on. Famille company has effectively reduced the cost through the reorganization and reconstruction of the value chain, raised its core value to more than two stars, and the price is slightly higher than that of one-star hotels, thus creating a brand-new hotel market, which has been highly recognized by the market and achieved great success.