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Creating value, innovating the future | Record of EMBA course in TianJuShi University
The sole purpose of an enterprise is to create customers. It has and has only two basic functions, namely, marketing and innovation.
——Peter Drucker, the father of modern management
From December 11 to December 12, the third session of emba2020 class in TianJuShi University was successfully completed. Mr. Zhuang ZhiMin, a famous marketing and brand research expert and practical trainer in China, and Wu YaFeng, director, President and chief technical officer of the group, served as lecturers of "key customer marketing and customer relationship strengthening" and "innovation and entrepreneurship" respectively. During the two-day course, they discussed marketing and innovation together.
Explore Customer Needs Exceed Customer Expectations
In the fierce market economy conditions, we are experiencing the era of marketing, we must establish a market-oriented operation mechanism to make the enterprise invincible. Mr. Zhuang ZhiMin, a famous marketing and brand research expert and practical trainer in China, gave a lecture on "key customer marketing and customer relationship strengthening". The course starts from four dimensions: marketing thinking training and customer experience, and Chinese marketing and marketing methodology; introduces the three major causes of Chinese marketing selective management, relationship culture and its development process, and analyzes the differences between state-owned enterprises and private enterprises in simple terms. From customer stickiness, customer loyalty, brand reputation and unexpected four elements, this paper analyzes how to strengthen customer relationship, and concludes that strengthening user experience is the hard truth of marketing. From the first visit, which is the most important part of the transaction, to the number of times (duration) of the transaction, this paper introduces six skills of customer communication and in-depth visit, marketing process and business transaction skills. At the end of the course, it is pointed out that the best marketing method for enterprises is to walk together with customers, create value for customers, do not make excessive commitment, but seek value-added delivery.
Innovation Opening Up The Future Entrepreneurship As The Front Road
With the development of the times, many industries have been greatly different from its birth, even subversive changes, which are not only the needs of the new era, but also the initiative and bold innovation of practitioners. Wu YaFeng, director, President and chief technical officer of the group and master of China Europe International Business School, gave lectures on innovation and entrepreneurship. Combining with the three stages of industrial evolution and enterprise development, the course analyzes the three stages of innovation: technological innovation, management innovation and service innovation; combined with the current situation of pharmaceutical industry at home and abroad, it analyzes the industry change trend and innovation direction, and explains in depth how to innovate, how to carry out subversive innovation, and the four principles that disruptive innovation must adhere to, that is, to be entrepreneurs It is necessary to promote innovation by spirit, to realize innovation by means of innovation, to realize innovation by combining insight and logic, and to have curiosity. The second part of the course starts from the two modes of entrepreneurship rocket launching and lean entrepreneurship. It systematically introduces the contents of lean entrepreneurship, the five principles that lean entrepreneurship must adhere to, and explains the principles, methods and three stages of entrepreneurship by integrating theory with practice. It concludes that the essence of lean entrepreneurship is trial and error learning and trial and error learning The essence is induction. Finally, the course will return to the founder himself and cultivate sensitivity, aesthetic feeling and inspiration. The perfect lean entrepreneurship is inseparable from the traction of values.
It is also the requirement of knowledge and innovation to meet the new challenge of economy. Through the two-day wonderful course, the students have a deeper understanding of marketing and innovation and entrepreneurship, and will actively apply the learned theory and knowledge to practical work, constantly improve their ability and level, and help the development of the company.