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<h2 style="MARGIN: 10pt 0cm;"><span><font face="Times New Roman"><font size="3">一、反策划技术<p></p></font></font></span></h2><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">有进攻必有防御,有策划必有反策划</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 7.8pt; TEXT-INDENT: 124.55pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">要想策划市场,必先策划对手</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">关于策划一词,人们早已是耳熟能详,那么什么是反策划呢?所谓反策划是指策划者从自身利益出发在某一特定策划场(或者称为策划环境)中,根据对手所作策划或采取的行动,有针对性地进行谋划以达到积极防御,击败对手或不使我方受它方损失,保护自己,圆满完成任务,谋取自身利益的目的。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">1</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.反策划的整体概念</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">首先,反策划是为一定的意图和目标而进行的工作,没有意图和目标就没有策划,这一点与策划相似。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">其次,反策划是以策划为前提的,开展反策划多半是因为已被人策划,或是对手已有策划方案在先,所以具有很强的针对性。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">2</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.反策划的手段</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)资金手段;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)高科技手段;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)文化手段;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)产品手段;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)营销网络手段;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)“壳”的资源;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)知名度、美誉度;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">8</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)融资渠道;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">9</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)行政关系;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">10</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)市场份额;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">11</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)信息。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">3</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.反策划的基本原则</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)避实击虚,扬长避短原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)主动权原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)奇正结合原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)时间层次性原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)超前预见性原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)要害原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)稳进原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">8</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)环环相扣原则;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">9</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)木桶法则。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">4</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.反策划的基本程序(如图</span><span lang="EN-US"><font face="Arial">1-1</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">所示)</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第一步:系统预警;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第二步:自身防疫、免疫;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第三步:侦察情报;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第四步:对手分析(包括对手目标、战略、策略、手段、特点、突破点等);</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第五步:制定对策方案;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第六步:把己方资源力量进行布局分配;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第七步:力量展开;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第八步:正面交战;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第九步:效果评估;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">第十步:信息反馈。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h3 style="MARGIN: 3pt 0cm; TEXT-INDENT: 24pt;"><span><font face="Times New Roman"><font size="3">二、快速创意技术<p></p></font></font></span></h3><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 23.1pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">失败与成功之间,落后与进步之间,迷惑与顿悟之间,贫穷与富庶之间</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 22.95pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">缺少的是创意!最需要的也是创意!</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><font face="Times New Roman">
<p></p></font></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 23.1pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">有了创意,就会一点即破!</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">在某一特定环境下,人们以知识、经验、判断为基点,通过亲身的感受和直观的体验而闪现出的智慧之光,可以很全面地提示事物或问题的本质,可以让人有一种假设性的觉察和敏感,这就是通常所说的灵感。灵感实际上是因思想集中、情绪高涨而突发表现出来的一种创造能力,即创意。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; mso-bidi-font-size: 12.0pt;"><shapetype id="_x0000_t75" stroked="f" filled="f" path="m@4@5l@4@11@9@11@9@5xe" opreferrelative="t" ospt="75" coordsize="21600,21600"><stroke joinstyle="miter"></stroke><formulas><f eqn="if lineDrawn pixelLineWidth 0"></f><f eqn="sum @0 1 0"></f><f eqn="sum 0 0 @1"></f><f eqn="prod @2 1 2"></f><f eqn="prod @3 21600 pixelWidth"></f><f eqn="prod @3 21600 pixelHeight"></f><f eqn="sum @0 0 1"></f><f eqn="prod @6 1 2"></f><f eqn="prod @7 21600 pixelWidth"></f><f eqn="sum @8 21600 0"></f><f eqn="prod @7 21600 pixelHeight"></f><f eqn="sum @10 21600 0"></f></formulas><path oconnecttype="rect" gradientshapeok="t" oextrusionok="f"></path><lock aspectratio="t" vext="edit"></lock></shapetype><p></p></span></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">1</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的基驹??/SPAN><span lang="EN-US"></span><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">2</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的重要条件</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划形成的前提</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">动机、目的;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划形成的基础</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">知识积累;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划方法的过程</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">选择性、可变性;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划实现的关键</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">联想、假设。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">3</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的定律</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">创意策划=条件+技术</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">4</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的种类</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)超序相干法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">天马行空法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)拉线相干法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">巨蜘蛛吐丝法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)超大系统法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">万花筒法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)非系统法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">王子创意法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意原子弹</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意裂变法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)氢弹创意法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意大聚变风暴法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)意场感应法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">上山下乡法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">8</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意魔牌</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意游戏法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">9</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)集中导向法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">综摄法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">10</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)头脑风暴法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">“</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">BS</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">”法。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">5</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意的制造过程(心理操作过程)</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)提出问题:掌握问题产生的途径,增强问题意识,列举属性,寻找缺点和希望点,产生好奇心。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)确定问题:确定问题的目标、中心、焦点、动机、目的。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)寻找资料和有关资料的积累:围绕目标、动机,搜索与创意动机有关的资料。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)弄清问题:搞懂问题的表述形式,找出问题的框架和细节(聚焦目标、分化问题、把握要点、扩展重点),寻找问题的新表述形式。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)生成思路和选择思路。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)进行思考组合。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意生成、总结及实施。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h3 style="MARGIN: 3pt 0cm; TEXT-INDENT: 24pt;"><span><font face="Times New Roman"><font size="3">三、精神打包技术<p></p></font></font></span></h3><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 10.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">单纯的产品,其价值并不大,单纯的精神产品,其价值的实现意义也并不大</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 7.8pt 21pt; TEXT-INDENT: 10.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">只有将其组合成精神包,再推广出去,才有更大的威力。</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><font face="Times New Roman">
<p></p></font></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">精神产品是相对于物质产品而言的,有着广泛的内容,不仅包括传统意义上的文化、思想等,还包括其他所有无形的产品,如文化、软件、概念、股票壳、榜样等。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">1</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.精神打包的方式</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)整合:这是“</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1+1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">”可以大于</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">的关键。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)剥离:对于精神包中发生了“病变”的部分,剥离它,会使精神包更好地发挥效果。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)重组:精神也可以分成许多种,其中有有利的一面,也有负面的影响,如果我们把各种精神好的一面进行重新组合,其效果可想而知。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)搭车:搭借别人已经造好的平台,在此基础之上来营造一个属于自己的企业文化、企业形象、企业精神,省时省力。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)相加、相减:精神包也是可以相加减,加减以后其价值亦可能不是机械的相加减,这是精神的本质所决定的。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)精神复制:如果你只有一份苹果,给了甲方,其他人就没有了,如果你有一份精神,你可以给甲方、乙方、丙方,给成千上万人,你仍然拥有这份精神。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">2</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.精神包的结构</span></h4><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center;"><span lang="EN-US"><span style="COLOR: black;"><p></p></span></span></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">3</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.精神包的销售</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)挎贝;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)放大、缩小;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)裂变;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)批发。</span></font></p></span></h4><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">2</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的重要条件</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划形成的前提</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">动机、目的;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划形成的基础</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">知识积累;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划方法的过程</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">选择性、可变性;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意策划实现的关键</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">联想、假设。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">3</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的定律</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">创意策划=条件+技术</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">4</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意策划的种类</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)超序相干法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">天马行空法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)拉线相干法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">巨蜘蛛吐丝法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)超大系统法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">万花筒法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)非系统法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">王子创意法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意原子弹</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意裂变法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)氢弹创意法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意大聚变风暴法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)意场感应法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">上山下乡法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">8</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意魔牌</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">创意游戏法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">9</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)集中导向法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">综摄法;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">10</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)头脑风暴法</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">“</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">BS</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">”法。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">5</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.创意的制造过程(心理操作过程)</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)提出问题:掌握问题产生的途径,增强问题意识,列举属性,寻找缺点和希望点,产生好奇心。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)确定问题:确定问题的目标、中心、焦点、动机、目的。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)寻找资料和有关资料的积累:围绕目标、动机,搜索与创意动机有关的资料。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)弄清问题:搞懂问题的表述形式,找出问题的框架和细节(聚焦目标、分化问题、把握要点、扩展重点),寻找问题的新表述形式。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)生成思路和选择思路。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">6</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)进行思考组合。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">7</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)创意生成、总结及实施。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h3 style="MARGIN: 3pt 0cm; TEXT-INDENT: 24pt;"><span><font face="Times New Roman"><font size="3">三、精神打包技术<p></p></font></font></span></h3><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 10.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">单纯的产品,其价值并不大,单纯的精神产品,其价值的实现意义也并不大</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 7.8pt 21pt; TEXT-INDENT: 10.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">只有将其组合成精神包,再推广出去,才有更大的威力。</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><font face="Times New Roman">
<p></p></font></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">精神产品是相对于物质产品而言的,有着广泛的内容,不仅包括传统意义上的文化、思想等,还包括其他所有无形的产品,如文化、软件、概念、股票壳、榜样等。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><h4 style="MARGIN: 3pt 0cm; TEXT-INDENT: 21pt;"><span lang="EN-US"><font face="Arial">1</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.精神打包的方式</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)整合:这是“</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1+1</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">”可以大于</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">的关键。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">2</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)剥离:对于精神包中发生了“病变”的部分,剥离它,会使精神包更好地发挥效果。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">3</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)重组:精神也可以分成许多种,其中有有利的一面,也有负面的影响,如果我们把各种精神好的一面进行重新组合,其效果可想而知。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">4</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)搭车:搭借别人已经造好的平台,在此基础之上来营造一个属于自己的企业文化、企业形象、企业精神,省时省力。</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)相加、相减:精神包也是可以相加减,加减以后其价值亦可能不是机械的相加减,这是精神的本质所决定的。</span><spa |
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