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[营销讲堂]《营销策划技术》

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发表于 2006-6-18 13:26:42 | 显示全部楼层 |阅读模式
<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&gt;<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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<h3 style="MARGIN: 3pt 0cm; TEXT-INDENT: 24pt;"><span><font face="Times New Roman"><font size="3">四、整合策划技术<p></p></font></font></span></h3><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 31.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">普通的</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><font face="Times New Roman">CHO</font></span><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">三种元素,可能组合成植物,也可能组合成万物之灵长</span><span lang="EN-US" style="COLOR: black; mso-fareast-font-family: 楷体_GB2312;"><font face="Times New Roman">——</font></span><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">人。</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: 31.5pt;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">整合策划,就是将固有的元素进行最佳组合的策划。</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 6pt; TEXT-INDENT: 31.45pt; mso-para-margin-bottom: .5gd;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">世界将进入大整合时代,整合是生产力的放大器。</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\';">“整合”一词是一个合成词。“整”即调整、整顿之意,“合”即组合、协同之意。整合既可产生出新的事物,又可以是原有事物的发展和完善。</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;">.整合策划的基本特征</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\';">智谋性、前瞻性、目的性、具体性。</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;">.整合策划的基本原则</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\';">)客观性原则;</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">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\';">)系统性原则;</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">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\';">)能动性原则;</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">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\';">)效益性原则;</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\';">)时效性原则;</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\';">)群体性原则。</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">3</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.整合策划的基本程序</span></h4><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 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:(</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\';">)发现策划对象;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)选出策划对象;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)明确认识策划对象;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)调查掌握策划对象;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 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:(</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\';">)描绘策划轮廓;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)设立策划目标;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)探求策划着眼点;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)酝酿创意,产生构想;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 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:(</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\';">)整理策划;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)预测结果;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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\';">)选出策划方案;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 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:(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">12</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)准备提案;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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">13</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)提案;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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">14</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)付诸实施;</span><span lang="EN-US" style="COLOR: black;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: 35.9pt;"><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">15</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)将结果用于下一个案例策划。</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">
                                        <p></p></font></span></font></p><h3 style="MARGIN: 3pt 0cm; TEXT-INDENT: 24pt;"><span><font face="Times New Roman"><font size="3">五、品牌锻造技术<p></p></font></font></span></h3><p class="MsoNormal" align="center" style="MARGIN: 0cm 0cm 7.8pt; TEXT-ALIGN: center;"><font size="3"><span style="COLOR: black; FONT-FAMILY: 楷体_GB2312; mso-ascii-font-family: \'Times New Roman\';">品牌不是天上掉下来的,不是瞎猫碰死耗子碰出来的。</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\';">只有依据科学的理论、长远的战略,才能锻造出一个坚实的品牌来,才能让你的企业走上品牌发展之路。</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">
                                        <p></p></font></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;">.品牌分析</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\';">)顾客分析</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\';">①</span><span 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\';">消费者市场</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\';">地理因素(国家、地区、城市、乡村、城市规模、人口密度、气候、地形地貌);</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\';">人口统计因素(年龄、性别、职业、收入、教育、家庭人口、家庭生命周期、国籍、民族、宗教、社会阶层);</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\';">心理因素(生活格调、个性、购买动机、价值取向、供求变动、销售方式的感应程度)。</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\';">②</span><span 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\';">中间商市场(批发商、零售商)</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\';">③</span><span 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\';">政府和非盈利市场(政府、非盈利机构)</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\';">④</span><span 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\';">工业市场</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\';">⑤</span><span 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\';">国际市场</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\';">)竞争者分析</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\';">①</span><span 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\';">认知竞争者类型;②</span><span 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\';">识别竞争者的策略;③</span><span 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\';">判定竞争的目标;④</span><span 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\';">评估竞争者的优势和劣势;⑤</span><span 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\';">估计竞争者的反应模式;⑥</span><span 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\';">设计为竞争服务的情报系统;⑦</span><span 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\';">选择要攻击和回避的竞争者。</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\';">)自我分析</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\';">产品分析、功能分析、价格分析、包装分析、分销分析、服务分析、广告分析、促销分析、企业经营分析、企业管理分析、企业组织分析、企业理念分析、</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">CI</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">及企业文化分析。</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;">.品牌元素确立</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\';">)品牌设计</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\';">品牌名称设计、品牌标志设计、品牌色彩设计、品牌产品质量设计、品牌包装设计、品牌广告设计、品牌规模设计、品牌保护设计、品牌战略设计。</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\';">)品牌组成</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\';">品牌观念:品牌代表怎样的价值观念</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">&nbsp;</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;"><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\';">品牌总体设计:如何规划产品类型,确定品牌的价值;</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\';">任务:品牌在市场上具体应实现哪些目标;</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\';">高科技:品牌的高科技含量;</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\';">领域:品牌的法定领域;</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\';">拳头产品:哪些产品最能体现品牌的价值和目标;</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\';">风格和语言:品牌使用怎样的特色语言;</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\';">消费者形象:品牌的对象是谁,要设计怎样的消费者形象。</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;">.建立品牌结构、内容与层次</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\';">)品牌结构</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\';">为什么→为谁→何时→对手。</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\';">)品牌层次</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\';">主题→风格→核心。</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;">.品牌的整合</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\';">)品牌与产品整合</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\';">产品的包装设计、产品的功能描述、产品的特色服务定位。</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\';">)品牌与市场整合</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\';">地域民俗的迎合、消费者心理倾向的迎合、时代风潮的迎合。</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">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\';">)品牌与管理整合</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\';">管理理念的定位、管理模式的特点定位。</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\';">)品牌与营销整合</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\';">广告宣传策略、促销策略、公关策略。</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\';">)品牌与</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">CIS</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</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;">.锻造名牌金字塔</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\';">)品牌形象</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\';">)品牌关系</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\';">①</span><span 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\';">塑造品牌关系;</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\';">②</span><span 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\';">关系的附加价值;</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\';">③</span><span 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\';">关系的相连与结合;</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\';">强势品牌关系结构:可信度、一致性、接触点、回应度、热忱心、亲和力、喜爱度;</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\';">关系渐进分类法:认知、认同、关系、族群、拥护。</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\';">④</span><span 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\';">追踪品牌关系;</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\';">容易追踪的关系:金融机构、垄断事业、服务;</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\';">不易追踪的关系:零售商、零售服务。</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">六、企业诊断技术<p></p></font></font></span></h3><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\';">中国每天有近</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">1.5</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">万家企业倒闭,有成千上万家企业带病运行。</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\';">企业病诊断与治疗成为策划者面临的最大挑战。</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">
                                        <p></p></font></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;">.企业生命周期</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\';">)企业孕育期;(</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\';">)企业少儿成长期;(</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\';">)企业青春期;(</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\';">)企业壮年期;(</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\';">)企业衰退期;(</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\';">)企业的第二青春期;(</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\';">)企业的第三青春期。</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;">.企业病种类</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\';">)企业社会病;(</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\';">)企业脑病;(</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\';">)企业心脏病;(</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\';">)企业肠胃病;(</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\';">)企业贫血病;(</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\';">)企业神经疾病;(</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\';">)企业肾脏病;(</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\';">)企业更年期综合症;(</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\';">)企业的精神疾病;(</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\';">)企业艾滋病。</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;">.企业病的误区</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\';">)没有企业病的意识和观念;</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\';">)没有先进的“仪器与设备”;</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\';">)找不到药或病急乱投医;</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\';">)婆婆、妈妈作医生;</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\';">)不按时打针吃药、延误时间;</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\';">)雷达盲区,自己的病无法医治;</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\';">)心太软,无法“该出手时就出手”。</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;">.企业病诊断方法和程序</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\';">)提出诊断课题;</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\';">)提出经营诊断申请;</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\';">)预备调查准备工作;</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\';">)确定诊断课题;</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\';">)制定计划;</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\';">)签订协议;</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\';">)调查研究;</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\';">)搜集资料;</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">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\';">)深入调查;</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\';">)调查资料初步分析;</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\';">)诊断方案论证;</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">12</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)提出改进方案;</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\';">(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">13</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)方案评价论证;</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">14</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)征求受诊企业;</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">15</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">)提交诊断报告。</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;">.企业病诊断的原则</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\';">)科学标准或健康标准原则;</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\';">)实证调查原则;</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\';">)系统贯穿原则;</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\';">)非系统原则;</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\';">)剥香蕉皮原则;</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\';">)动态跟踪原则;</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\';">)“抓小放大”的仔细原则;</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\';">)“抓大放小”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\';">)创新出奇与艺术升华原则;</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">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\';">)信任保密原则。</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">6</font></span><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: Arial;">.企业健康标准</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\';">)企业的“软八字”</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\';">企业的硬件病;企业的软件病;企业决策健康;企业制度健康;“产品”质量健康;企业管理健康;人事配置健康;企业文化建设健康。</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\';">)企业的“硬八字”</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\';">企业销售额;企业年利润及年增长率;年度审计结果的综合;固定资产回报率(</span><span lang="EN-US" style="COLOR: black;"><font face="Times New Roman">ROA</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: \'Times New Roman\'; mso-hansi-font-family: \'Times New Roman\';">);企业的质量成熟度;企业综合创新能力的高低;企业用户的满意度及美誉度;企业职工的满意度;企业的预防医学和免疫
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