The definition of cultural consumption, etc. (If you have a good answer within one hour, add 20 points)

The market is always the unity of what is and what is becoming. So there are two basic angles to study the market. One is to study the "what" with clear needs; The second is to study the emerging and clear "what is becoming" potential demand. This paper mainly takes the latter angle. First of all, we observe the market with the help of several new concepts: "other products", "non-customers", "experience economy" and "dual structure of development pole and geography". Then look for rich mines with great development potential, focusing on how to develop night market, holiday market, theme experience market, county market and their branches; Finally, study and formulate the "four-step operation framework" of the market.

The demand with the ability to pay is the market. According to the statistics of psychologists, people's conscious and definite needs account for about 30% of the total demand, and 70% are hazy and potential needs. Then, the market is never fixed, it is always the unity of the present situation and the future. So there are two basic angles to study the market. One is to study the "what" with clear needs; The second is to study "what is becoming" with potential demand and great development potential. This paper mainly studies how to develop Sichuan cultural consumption market from the latter angle.

First, observe the new tools on the market.

Scientific observation needs tools, and this paper relies on several new concepts in particular.

Select other products

W Qian Jin and Renee Mauborgne distinguish "substitution" from "substitution". They say that products or services with different forms but the same function are substitutes for each other, such as newspapers and television. Other products have a wider scope than substitutes, referring to products and services with different functions and forms, but with roughly the same consumption purpose. For example, cinemas and bars have different forms and functions, but consumers often enter cinemas or bars for the same purpose: to go out and play. They are not substitutes for each other, but substitutes for each other. When people make a decision, they will inadvertently compare several other options: I need to relax for a few hours. Should I go to the movies, bars or shopping? ..... They urged enterprises to pay attention to how consumers choose among other products and to explore markets in other industries. ①

Chengdu Wuhou Temple Museum raised tens of millions of funds by itself, and built a folk leisure street "Jinli" next to the museum. Covering an area of 16 mu, it reproduces the unique western Sichuan folk culture, traditional folk crafts, famous snacks in Chengdu and so on under the contrast of traditional residential buildings in western Sichuan. They have different forms and functions from the culture of the Three Kingdoms in Wuhou Temple, but the purpose of attracting tourists is the same: a trip to Shu culture! Wuhou Temple and Jinli are not substitutes for each other, but choose products from each other. Therefore, Jinli will not take away the tourists from Wuhou Temple, but it is easy for tourists from Wuhou Temple to turn around and visit Jinli, and vice versa. In other words, Wuhou Temple Museum has greatly expanded its market by grabbing space for other industries (folk culture).

Non-customer

This concept was put forward long ago, but Kim and Mauborgne discussed it in detail. They believe that enterprises "should pay attention not only to customers, but also to non-customers"; "We should not focus on the differences between customers, but should build our own business based on the similarity that customers pay close attention to. This enables enterprises to transcend existing needs and open up new mass customer groups that did not exist in the past. " They particularly emphasized: "We should put non-customers before customers, similarities before differences, and merged market segments before pursuing multi-level market segments".

During the period of 1995, the main body of Chengdu newspaper market was the party newspaper Sichuan Daily and the organ newspaper Chengdu Evening News, which undertook the task of party newspaper. Its distribution is basically in the free market, and its readers are mainly cadres and intellectuals. Huaxi Bao was founded in 1995. It is not to compete for the existing cadres and intellectuals readers of party newspapers and evening newspapers, but to focus on their non-readers-the general public. Put forward "serving citizens wholeheartedly" and carry out a series of reforms. Then there is the rise of Chengdu Business Daily, which fully develops the newspaper reading market for citizens at their own expense.

Experience economy

1998, American scholars Joseph Pine and James gilmour proposed that the era of 1990 experience economy has arrived, which is the fourth stage of economic development after agricultural economy, industrial economy and service economy. To meet people's "experience demand", the core of experience economy is the integration of consumption and production, with consumers as the main body of value creation, which produces "pleasant" and "unforgettable" experiences in the process of consumption. Earlier, in the1970s, the Stanford Research Institute of the United States proposed that after people's basic living conditions were met, the industrial structure needed to be fundamentally adjusted. Alvin toffler toffler, a futurist, asked a question: Now that the service industry is popular, what will happen to the service industry in the future? He concluded that "experiential" manufacturers will become one of the basic pillars of the future economy. At that time, there was no word "experience economy". The "experience economy" put forward by 1998 is aimed at the "service economy", which is defined as a new stage of economic development after the service economy. The basic differences between them are: service economy meets daily life; Experience economy should go beyond daily life. Translated into our familiar language, serving the economy means serving "satiety"; Experiencing economy is to serve "a warm-hearted thinking experience"!

In 2005, China's per capita GDP exceeded $65,438 +0.700, and the social consumption structure rapidly upgraded to development and enjoyment. More and more intense pursuit of experience, paying a lot of admission fees for experience, at least in large and medium-sized cities, is becoming more and more common. Singer concert fluorescence; Tourist attractions are overcrowded; The World Cup football match makes ladies crazy ... The leisure consumption, cultural consumption, holiday economy and entertainment economy around us are all intuitive and concrete manifestations of the experience economy. Experience economy is not a patent of developed countries, but has already arrived in China!

Development pole and geographical dual structure

These are two closely related theories. The French economist Peru believes that the development of a country or even a region is unbalanced. It is always the first time that enterprises or departments with "dominant position" and "innovative ability" gather in some areas to form economic centers. It is not only its own strong development, but also a "development pole" that can produce radiation and attraction, which will drive the growth of other regions and departments.

The research of Muerdal further points out that there is a "dual structure" between regions, and developed regions have both "diffusion effect" and "echo effect" on underdeveloped regions. In the early stage of development, "echo effect" is often the main factor, that is, resources, labor and intelligence flow from backward areas to developed areas due to the inequality of starting points between the two places. The next stage is the "diffusion effect", that is, developed areas will drive backward areas. Of course, he stressed that these two stages cannot be completely separated. ④

Using these theories to look at Sichuan's cultural consumption is also a "dual structure" with unbalanced development. There is not much difference between Chengdu and domestic first-class cities, and some even lead; However, the cultural consumption of county towns and vast rural areas is very limited. Then, to develop the cultural consumption market in Sichuan, we should not only study the "development pole", but also look at the whole country and even the world to find the development reference of the development pole. On the other hand, we should also study another element of the dual structure, that is, the underdeveloped county cultural market.

Second, where are the rich mines?

Studying what the market is "becoming" and putting it into practice is to find rich mines with great development potential. The following focuses on a few.

night?market

In today's world, it doesn't sleep, it runs 24 hours a day. In addition to a hard day's work, many cultural consumption is in the evening. How big is this market! Night markets are roughly divided into indoor and outdoor. Indoor is a world dominated by TV. Watching TV at night has become people's living habit. All TV stations regard evening programs as the killer weapon to improve ratings. The TV market is basically fixed "what is it", however, if we pay attention to "what is it becoming", it is even more worthy of attention:

-online consumption. According to the16th Statistical Report on China's Internet Development issued by China Internet Network Information Center (CNNIC) in July 2005, home and workplace are the main places for surfing the Internet, accounting for 68.5% and 38.0% respectively. 8: 00 p.m. and 9: 00 p.m. are the peak hours of surfing the Internet, and the proportion of surfing the Internet is 58.4% and 58.3% respectively. If we compare the report of Center 15 of June 5438+ 10, 2005, the peak of surfing the Internet is also 8 pm, accounting for 5 1.8%. It can be seen that in just half a year, the number of people surfing the Internet at night has increased significantly.

The development of this market can be viewed from both macro and micro aspects. Macroscopically, Chengdu is one of the three largest digital entertainment centers in China, and the "Chengdu Digital Entertainment Software Park" has been built. There are nearly 60 R&D online games and mobile game companies, and the excellent games such as Heroes Invincible and Magic Journey have achieved good market response. There are more than 10 game operators, and more than 2,000 game servers are set up in Tianfu hotline data center, representing nearly 50 digital entertainment products at home and abroad. There are more than 20 educational and scientific research institutions engaged in the digital entertainment industry. All these have laid a good foundation for the in-depth development of "network culture and entertainment industry"; It also provides a preliminary platform for entering new cultural industries: digital records, digital movies, broadband access, video on demand, e-books and digital libraries.

Microscopically, it is worth thinking about how to combine the traditional cultural industry with the network. There are many real experiences in traditional cultural industries, and the network is a virtual experience. The development trend of experience economy is to combine reality and virtuality in various ways, so that the experience of contemporary people is greatly increased in quantity, variety and intensity in ways that our ancestors could not imagine. I have an example of a foreign travel website at hand. Visitors can choose a cute cartoon character in the place of interest, indicating whether the tourists enter as families, singles or lovers. "Village Tour" can be linked to virtual villages, which are classified according to layout and climate, and can be islands in tropical oceans or simple valleys ... Then click to enter "Entertainment Village", where you can choose to play tennis, dive, row boats, dance, children's games, keep fit or ride horses ... There is also a schedule of activities during the day and at night, as well as an introduction of weather conditions. Finally, you can book rooms and flights online. This example alone shows that the combination of traditional cultural industry and network, that is, the combination of online consumption and offline consumption, will have a broad world.

In addition, outdoor night market. Indoor consumers should "stick" to computers or televisions for a longer time, while outdoor markets should pull those couch potatoes, novices and prawns out of front of televisions and computers according to the previous concept of "substitute products and non-customers"! Naturally, we will think of song and dance entertainment places, but in fact it is far more than that. Outdoor night markets also include bar culture (bar street), tea culture (teahouse and performance), food culture (food street) and square culture (entertainment and physical exercise organized by the masses or the government). Particularly worth developing are:

-large entertainment venues at night. Looking at the whole country, among the east, west, north and south, only the west-even Chengdu, which was rated as "the most leisure city in China" by New Weekly-lacks the iconic large-scale night entertainment places. The so-called "big" is compatible with the following meanings. One is diversification. For example, the "Qindao Grand Singing Hall" in Changsha is dominated by songs, supplemented by cross talk, sketches and acrobatics, and various art forms are reasonably matched, so that consumers can spend a long night. The second is the brand effect accumulated for a long time. For example, the "Maidile KTV" in Beijing has a total area of 9,000 square meters, more than 300 private rooms, nearly 1,000 employees and more than one million consumers. The third is integration. This goes beyond entertainment and adds other factors. For example, in Xintiandi, there is the "TMSK Transparent Thinking" restaurant based on Han Xizai's "The Night Banquet", which interweaves lights and glass into a clear world. At the same time, I remembered the candlelight thousands of years ago ... Xintiandi also skillfully used the classic building unique to old Shanghai-Shikumen, which is not only a new amusement center, but also a variety of restaurants, cultures and restaurants in the restored Shikumen. Entering a new world seems to be crossing the history and glory of Shanghai, and it is an important feature to add various cultural experiences to entertainment.

-Night sightseeing. There are "West Lake Nights" in Hangzhou, "Baiyun Mountain Lights" in Guangzhou and "Night Tour of the Pearl River" in Guangzhou. There is a Funan River sightseeing project in Chengdu, which has been stranded for some reason. But there is still potential for development. With the change of the name of Funan River to Jinjiang and the improvement of water environment, Jinjiang has become cleaner and greener, and a series of new projects such as water surfing and water wedding have been developed. If we think Jinjiang is a part of Dujiang River, then Dujiang River is the headwork project and Jinjiang is the trunk line project. Then, the further development is how to rely on the advantages of Dujiangyan World Heritage to enhance the cultural taste of Jinjiang and make it an extension and expansion project of Dujiangyan, which is attractive to both local and foreign tourists.

Holiday market

Holidays account for 1/3 of the whole year. Together with long and short paid holidays, holidays have become a huge consumer market. The following aspects have special development potential:

-Vacation in the country. Typical is farmhouse music. We also need to keep pace with the times, roughly in two directions. The first is the upgrade. Pixian county, known as the birthplace of farmhouse music, chose a high-grade and distinctive farmhouse music manor for transformation. Through strict star rating, the first batch of 1 1 "country hotels" were confirmed and officially awarded in June 2005. It has the functions of catering, accommodation, combined leisure and entertainment for tourists, and is a new tourism model combining urban business hotels and rural holiday hotels. The second is capacity expansion. According to CCTV reports, some farmers in the suburbs of Chengdu provide "one-stop service for the aged", allowing urban elderly people to stay in groups for one month or half a year and become "urban farmers". Food, clothes, entertainment and farming with fellow villagers ... According to statistics, there are more than 10,000 urban farmers in just a few scenic spots in the suburbs of Chengdu, bringing farmers more than 10 million yuan in income.

If broadly understood, it means that national holidays are longer; Holidays are also understood in a broad sense, which is relative to working days anyway; Then, the time for the elderly is a holiday. As China enters an aging society, if more elderly people become "urban farmers", what a "silver hair market" it will be worth developing. In foreign countries, development is also aimed at urban children. Because they have been out of the rural environment for a long time, according to the poet Yu Guangzhong, even "chickens croak" and "cattle and sheep go down the mountain" can only be found in the Book of Songs, so it is a brand-new experience for urban children to feed chickens and graze sheep in the countryside during holidays, especially during the long winter and summer vacations. Some people even say that after the traditional crops reach the limit, a new crop with great value-rural experience has been discovered, and providing rural experience is one of the breakthroughs in revitalizing agriculture.

-Relax in the city. On holidays, a few people go to the countryside and most of them are still in the city. The basic need of a holiday is to relax. The emphasis on efficiency in modern society, the intensification of competition, all kinds of noise and crowding ... the pressure and tension of urbanites are too great. If you are nervous, you should relax. Shopping is the easiest way to relax outside entertainment places. Then, the commercial street will go beyond the single function of shopping and give people more psychological satisfaction. Dalian Rong De International Mall is the first shopping plaza in China to adopt an indoor European-style pedestrian street, allowing consumers to experience "European architectural art, European business culture and European life interest" while shopping.

Give priority to the relaxation of metropolis, and increase the leisure experience in practical functions regardless of food, clothing, housing and transportation. The famous "Eagle Shooting Heroes Banquet" was once held in Taiwan Province Province. The waiters dressed up as novel characters, adding a lot of interest out of thin air. There is also the Tea House of Romance of the Three Kingdoms, in which quaint wooden boats are designed, and customers enjoy tea in the scene of "grass boats borrowing arrows", which gives them more imagination. In the past ten years, many large shopping centers have been built all over Sichuan. However, their main function is shopping. In the wave of experience economy, they will eventually develop in the direction of "selling goods" abroad, that is, blurring the boundary between material and spiritual, integrating shopping, entertainment, catering, socialization, fitness, books, sightseeing, theater, coffee bar, information center and accommodation. , but also interspersed with various natural and human landscapes. ...

-Reading indoors. Many people don't go out at all on holidays, so pay attention to this room. Just discuss one point. Newspapers in Sichuan cut prices on holidays. Of course, this is a common phenomenon in the whole country, and some people want to break the routine. 1In the late 1990s, Guangzhou Daily tried to develop the weekend market, expanding the Saturday 16 edition to the 48th edition, and the basic measure was to increase the news page. Later, the effect was not good and it returned to the original level. I'm afraid it's the wrong way. A survey of British readers shows that knowing the news is not the first choice for readers, especially young readers, to buy newspapers on Saturday. What readers want from newspapers is mainly some leisure, interesting and practical information. They hope Saturday's newspaper can help them spend a relaxing weekend. Frankly speaking, holidays are a "leisure book" market, which we must pay attention to. In 2003, Yangcheng Evening News focused on reforming the Saturday edition, reducing the news pages and doubling the supplements "Evening Party" and "Flower Country". According to the survey in 2004, the retail sales of Saturday newspapers increased by more than 50,000 copies, and advertisements also increased significantly.

Theme experience market

Back to the experience economy, American scholars put forward "peak experience" or "climax experience", which means "flow", which translates to "fluency" or "coolness"-that is, it makes you feel cool! The cooler it is, the higher the quality of experience. Then, focus on the experience and have a clear theme. Therefore, the following theme experience market is worth developing vigorously.

-Theme venue. Theme parks and cultural relics are the most prominent forms. However, it is worth noting that the theme experience is increasingly infiltrating into all kinds of nuances outside the big place. Recently, a new word-the third place has appeared, which refers to the places that people often go to, besides their homes and offices, mostly bars, teahouses, cafes, private clubs and so on. Modern people's living conditions are more and more inclined to "three points", and time is divided into: work, rest and life; Relationships are divided into: family, colleagues and friends; Relatively speaking, people's activity places are divided into home, office and the third place. If all kinds of third places have a wonderful theme, and the settings, activities, personnel and services are in-depth, it is easy to bring unique and profound experiences to customers. Shanghai's "Old Movie Cafe" focuses on showing classic films that have been worn out for years. There is a sports bar in America with the theme of "A place where cheers never stop". Instead of playing a game, 300 TV sets play various games at the same time, and cheers ring from time to time, which gives sports fans great satisfaction.

-Thematic activities. Chengdu International Panda Festival, Dujiangyan Water Festival, Guangyuan Baby Festival, and temple fairs around the Spring Festival ... are not only talked about by local residents, but also attract tourists at home and abroad with their rich local characteristics and rich historical and cultural connotations. Comparatively speaking, the theme place is fixed and can only attract customers by characteristics or brands; Theme activities are more flexible. As long as you find a good reason, you can experience the theme and hold them anytime and anywhere. According to statistics, 26 large-scale cultural activities were held in Chengdu in 2004, including local traditional cultural activities such as ancient Shu culture, poetry culture, Three Kingdoms culture and folk culture, as well as modern cultural activities such as red culture, network culture and international cultural exchange. Even the theme activities are worth organizing by the Ministry of Development, such as the 2005 China International Food Tourism Festival. In addition to the main venue, there is also a "sub-venue: the novelty of western Sichuan cuisine"; "gourmet tour bus: one-day gourmet tour"; "Closing the stove during the holidays: one card eats all over the city"; "One yuan covers all the famous dishes in Yangxi"; "Hot Wang Sai" and so on, is to develop sub-theme experience in the overall theme experience.

-theme tourism. It is predicted that the popular sightseeing will eventually give way to experience tourism, because one of the major drawbacks of sightseeing is that people seldom come back, while experience tourism is more likely to attract tourists to experience it again because of its different themes. Sichuan has a unique advantage in developing experience tourism. First of all, western Sichuan has condensed the essence of the beautiful scenery in western China, coupled with the unique plateau customs, multi-ethnic culture and terrain traffic environment suitable for self-driving, making it a boutique route in go on road trip. Secondly, there are more than 6,543,800 private cars in Chengdu, and there are a group of tourists who are keen to go to road trip. During the National Day Golden Week in 2005, according to the incomplete statistics of the Municipal Holiday Office, there were more than 65,438+10,000 private cars accompanying go on road trip in Aba, Ganzi and Liangshan, nearly 1 10,000 person-times, which was the highest in previous Golden Weeks. Subjective and objective conditions are met. After the National Day in 2005, Huaxi Daily timely launched a series of reports on building a self-driving golden corridor in western Sichuan. Many people put forward ideas, such as building a road travel service center, building more garages, doing insurance, regulating the market and so on. But in addition to these hardware, we must attach great importance to software, that is, how to plan the theme experience, so that every trip on the road will become a different fresh experience. At present, Chengdu and Chongqing are the most self-driving tourists. The experience tour is planned, and coastal and even overseas self-driving tourists will come.

Having said so much about the theme experience, let's end with two paragraphs. First of all, the top ten experience themes summarized by American sociology professor Mark Teddy are: status, identity/tropical paradise/barren west/classical civilization/homesickness/Arabian fantasy/urban feelings/fortress architecture and vigilance/modernism and progress/exhibitions that cannot be displayed (such as Vietnam War Memorial Hall). Teddy believes that these themes are of great significance for creating an experience environment. Second, the nine sources of experience themes put forward by American marketing professor Bernd Schmidt are: history/religion/fashion/politics/psychology/philosophy/physical world/pop culture/art ⑦ Ten themes are more real, but the sources are relatively empty. However, putting the real theme into an empty source, such as combining the barren west with history, religion and philosophy, can greatly deepen and expand this experience. Of course, the theory is always gray, and all these distinctions are only relative and general, and cannot be used as formulas. Not all experiences can be listed in the "Top Ten" or "Top Nine", some may be a combination of several, some may be in between, and so on. All kinds of theoretical analysis are intended to help rather than constrain the actual operation. In addition, no matter how clear the division of labor is, the ultimate challenge remains: how to match specific places, activities and tourism with appropriate themes?

County market

At present, it is quite underdeveloped, but recalling the classic story of selling shoes, a salesman said that "people here don't wear shoes at all, and there is no market"; Another salesman said, "Nobody wears shoes here, and the potential market is huge. ..... their feet are very small, so we must redesign our shoes ... "In other words, we must find a suitable way to develop the potential market.

In what way? We must return to the development pole and dual structure. Sichuan has a development pole, and so do cities and counties all over the country. Grasping the development pole, many market developments are interlinked, and some night, holiday and theme experience markets can still be developed according to local conditions. But the county is different and belongs to another element of the dual structure. There is an important difference between county market and regional market. The county seat is the political and economic center of the county seat, but it is generally not the cultural center. People from county towns are mainly engaged in political and economic activities, not cultural consumption. Therefore, the market benefit of developing night, holiday and theme experience in county towns is not great, and the rich mines in county towns are in external demand and towns.

-external demand market. Every county can cite some cultural resources. First of all, we should actively develop the resources that satisfy consumers outside the county, because the market in the county is small and the total consumption is low. This requires paying close attention to the "echo effect" and "diffusion effect" in developed regions and starting from two aspects. On the one hand, since there is echo effect, local enterprises should be strongly encouraged to "go global". Deyang Acrobatic Troupe has performed in Beijing, Guangzhou, Japan and Russia ... its operating income ranks first in the domestic private acrobatic industry. Its predecessor was only an individual "backpack" circus in Ziyang County, with seven folk artists of two generations, starting at several hundred yuan. For some characteristic resources with good foundation and strong external demand, local governments should actively support them to become bigger and stronger, and create conditions to open up export-oriented markets. On the other hand, since there is a diffusion effect, we should consider how to "bring in" consumers trained in developed areas. Shifang city's development of "Happy Valley of Surprise in the West" and Daying County's development of "Sea of Death" are aimed at the existing consumption demand in developed areas, and the development of local resources can meet the needs of different places. Because this is for the national and even the global market, it is easier to solve the bottleneck of developing county cultural industries-the "capital" problem. Shifang's "Happy Valley" attracted nearly 500 million investment from Wanguan Group, and Britain's "Dead Sea" introduced 654.38+billion private funds in the early stage. At present, it has signed an agreement with Singapore Hongjing Group to invest 200 million yuan to jointly develop a salt therapy health care project.

-Township market. In addition to targeting external demand, we should also actively stimulate domestic demand in towns and villages. It is true that domestic demand is still quite limited at present, but two factors must be considered. First, the basic meaning of the market is consumption desire and ability to pay. Many counties in Sichuan often have historical and cultural resources or markets. Taking Meishan City as an example, the famous ones are: the hometown of bamboo weaving art in China (Qingshen County), the hometown of folk suona art in China (Dan Ling County), the hometown of Sichuan poetry and calligraphy (Dongpo District), the hometown of Sichuan folk art (Hongya County) and the hometown of longevity. They have a deep folk foundation, and it is easy to make a deal according to the situation. For example, Pengxi County loves calligraphy and has various folk activities. In 2000, it was named "the hometown of calligraphy in China" by the Ministry of Culture. The county has implemented shop signs, shop signs, road signs and advertising calligraphy projects in the county streets, and many facade shops have used the works of local calligraphers. This is not only cultural construction, but also expanding domestic demand, gradually transforming cultural resources into cultural capital, and then cultivating local cultural enterprises. The second is the development trend of "building a new socialist countryside". Among the 20 words in the 11th Five-Year Plan of the new countryside, there are "affluent life", "civilized rural customs" and "clean village appearance", all of which involve culture. It can be expected that with the promotion of new rural construction and the increase of farmers' income, the township market will have more room for development. Just look at the example of the East. In Shengzhou, the hometown of Yue Opera, there are nearly 100 folk professional Yue Opera troupes in this county-level city, which are perennial, seasonal and temporary. There are more than 700 people in Shimen Village, Chongren Town, and nearly 200 people make a living by performing Yue Opera. At most, seven folk professional troupes can be established in the village, with an annual performance income of more than 500,000 yuan. Judging from the development trend, today in the East is tomorrow in the West, which is very exciting.

Three, four steps to develop the market

Seeing the market clearly does not mean occupying the market. The "5 yuan Movie Storm" in Chengdu shook the whole country, and the local cheers thundered. Arguably, it combines the factors of night, holiday and theme experience-they are compatible-but 5 yuan's films eventually turned into an "imperfect storm", and the founder Zhao Guoqing was so angry that his head was bared ... In order to minimize the "baldness" of latecomers, we need to develop market tools.

In addition to the effective means in the past, the latest one must attach importance to the "four-step operation framework" proposed by W. Qian King and Renee Mauborgne in 2005, and put forward four questions to challenge the existing business model:

Which elements are taken for granted by the industry need to be eliminated?

What elements should be lowered below industry standards?

What elements should be added to industry standards?

What industries have never had elements to create?

-Eliminate. This problem forces you to pay attention to those industrial factors that are taken for granted, which may no longer be valuable or greatly reduced in value because of the change of buyers' preferences. Back to Chengdu's "5 yuan Film Storm", audiences flocked to prove that the market exists, and the key to failure lies in its own cost! The basic reason is that it is still shown in the big cinemas in the city. If we compare the "five-cent cinema" in Davis, USA in the early 20th century, the latter located the cinema in the workers' area with low rent. Only provide the most basic equipment: benches and screens; The emphasis is on screening quantity and scale. It started at 8: 00 a.m. and lasted until late at night, receiving about 7,000 viewers every day. It accurately targets low-income target customers, eliminates equipment, changes the location and expands the scale, so as to control the fare at 50 cents and realize profit!

-Reduce. This forces you to pay attention to whether the existing products and services are over-designed in function. Just to keep up with the competition, defeat the competitors and provide things that exceed the needs of customers will increase costs in vain. In 2005, after a short period of thickening, Huaxi Dushi Bao once reached 60 pages a day, and decided not to pursue thick newspapers. In fact, according to various readers' surveys, the effective reading time of contemporary urban readers is less than half an hour, which determines that there is no need to run thick newspapers, which has become the top priority of cost control.

-increase. It is icing on the cake for consumers. If your opponent provides n, you will always be N+ 1, and you will always be ahead of your opponent. In addition to this general reason, there are special reasons, that is, entertainment and experience are more dominated by the law of diminishing marginal utility than ordinary goods, and the second time is not as good as the first time, and the third time is less fun. There is a humorous irony for Hollywood actors: "You are as good as in the last movie." This is not good. Cultural goods must constantly innovate, that is, add fresh experiences to win the market. This partly explains that those projects that were initially sensational and finally failed, such as Chengdu's "World Paradise" and Shanghai's "American Dream Paradise", have never added new charm-"You are as good as a few years ago!"

-Creation. See what other needs consumers have not met, and help them in the snow. Especially in developing new markets, it is almost impossible to snatch non-customers from other industries without new creation. The "sea of death" in Daying County is called "miracle". It is an ancient underground salt lake resource with a depth of 3000 meters. However, if it is not named "Dead Sea" and developed according to the concept of "Dead Sea", it is still a dead resource. At present, the development is to skillfully catch a ride on the world-famous Dead Sea, so that consumers who have heard the name of the Dead Sea for a long time can also have a look at the Dead Sea in China. Therefore, its ticket revenue during the "May 1" Golden Week ranked first in the province's tourist attractions for two consecutive years.