In corporate culture theory, core values are often mentioned, but people's understanding of core values is often quite different. Core value is an exotic product, which comes from Collins and Boras' monograph Evergreen Foundation published in 1994. In the book, the author puts forward the concept of "vision-oriented enterprise", and holds that keeping the core values and mission unchanged while adapting the business objectives, strategies and actions to the changing environment is the reason why enterprises constantly innovate themselves and achieve long-term outstanding performance, and the key to success is to establish and implement an effective corporate vision.

The author believes that "core values and core mission are the basic ideas and reasons for defining the existence of enterprises, and they are long-term unchangeable things." Core value refers to the most basic and lasting belief of an organization, which is inherent and valued by the members of the organization, independent of the environment, competition requirements and management fashion, and is generally 3-5. According to this interpretation, the concept at that time should be translated into "core values" or "core principles" because "values" have the meaning of "principles" and "values" in English, but in the Chinese context, "values" have no meaning of "values", "principles" and "beliefs". Since then, many similar works have directly translated "value" with the meaning of "principle" or "belief" into "value", further expanding the confusion.

Positioning is only one step in the process of effective marketing. Effective marketing begins with the marketing research of local market by marketers, in order to find the market segments where customers' needs are not met. After that, the enterprise chooses the target market segment that can provide it with high-quality products and services. The next step is the shift of positioning, that is, enterprises communicate the product characteristics developed for target market segmentation to consumers through communication. Note that there must be two steps before positioning: market segmentation and target market selection. For example, Volvo Car Company found that among car buyers, consumers who pay attention to car safety constitute a considerable market segment, which was not noticed by car companies at that time. Therefore, Volvo adopted the "safest car" as its positioning. But it is not enough to declare such a position. Volvo must actually produce such a car, otherwise competitors and customers will think that this positioning is just a slogan and a lie, not only to produce such a car product, but also to make it look and feel safer than similar products on the market. Volvo also needs to constantly convey the safety theme to users in advertising and promotion activities. Al Ries believes that enterprises with different products should not be merged because of different product positioning. How to treat the merger of large enterprises? I think Arlies' concern about the same company producing and operating different products and services is a bit worrying. Procter & gamble produces hundreds of kinds of goods, and its performance is equally good. I am more worried about whether the merger between enterprises has a good starting point. Can merger reduce double costs? Are the two sides complementary in production and operation activities and technology? Can the merger bring practical benefits to the enterprises involved? I don't agree with those enterprise groups that make enterprises bigger rather than better through mergers. The concept of positioning was put forward by AL Ries and Jack Trout in business practice. 1972, the authoritative American marketing communication publication Advertising Times published Ai? Rees and trout's series of articles "The Coming of Positioning Age" brought the concept of positioning into people's field of vision. The original intention of positioning is to "determine the position of the brand in the eyes of customers". It points out that marketing and business wars do not happen in any street or shop, but in the minds of customers, which is the final battlefield of competition. Since positioning was put forward, it has gradually become the key source of industry standards and strategies in the marketing field. Mike Porter, a master of competition, admitted in On Competition that the motive force of his strategic thinking comes from positioning. 200 1 year, positioning was rated as "the concept that has the greatest influence on American marketing in history" by the American Marketing Association.

How to understand the word value orientation

It depends on whether you understand it from the perspective of people or from the perspective of engagement. In any case, this value is relative to an operator. If a person is a person, his value is reflected in his knowledge, ability, contribution to society and family, influence on society or his environment, economic value, cultural value, scientific research value created by himself, and potential value that can be exerted in the future. For example, a murderer has done harm to society and family, then he can be defined as a person who has no value to society and family. But this murderer is a scientist, so he still has his value orientation in the field of scientific research he is engaged in.

What is the orientation of values?

Without ling, it is difficult to go to the sky. In a sense, what kind of ideal a person has determines what kind of person he becomes.

Different levels of values often determine the possible boundaries of your development. There is a story to illustrate the orientation of ideals or values.

Importance. Three people work on the construction site with different ambitions: one is just an apprentice to support the family, and the other is the most important thing.

A good technician, a person who wants to learn how to design the most beautiful buildings in the world. Later, one was a worker, one was a foreman and the other was a foreman.

One becomes an architect.

Social life requires everyone to know the standards of good and bad, good and evil, and what is the meaning of life. Management research found that,

"Those companies that have strong values and a strong sense of leadership at all levels have better business performance than those that lack values and leadership.

Companies with values and leadership are much better. "If for-profit companies need values, then teach and educate people.

This is especially true for destination schools, as well as other departments.

In the transitional period of China, all walks of life are in urgent need of a large number of people who have ideals and beliefs, are diligent in learning, are good at creating and are willing to contribute.

A leader or handsome genius. Their ideals often indicate the future prospects of China: whether their ideals are lofty or not often determines.

Whether China's long-term goals are ambitious; Whether their beliefs are firm or not also reflects whether China's peaceful rise of the country is firm.

Move it. In short, the quality of talents is the key, ideal and belief to ensure that China is always invincible in the fierce international competition.

It is one of the key elements of talent quality.

-Ideal is the transcendence of people's current realistic vision, which broadens people's vision and gives people a bright future.

Looking at a problem from an ideal perspective is to turn reality into a more perfect target form. Ideal is the power of criticism, which urges people.

Children look to the future, giving people more room to think. Everyone lives in reality, but people without ideals often become slaves to reality.

People with ideals can form a vision beyond reality and spread the hope of the future.

Ideal is the goal of life, guiding people's practical activities and the direction of daily life.

History tells us that the future goal of mankind is not in heaven, and we can only create our future in the real world. this is

We need to have some hopes or ideals for the future. With ideals, people have the direction of progress and the goal of life.

Ideal is the reason for a meaningful life, which provides spiritual comfort and the strength of faith.

Man originates from nature physically and transcends nature spiritually. Animal life is the result of instinct. and

Animal life is different. In addition to doing the duty of nature, man should also find a reason to live for his soul.

Meaning. In the past, people used to put the reason for survival on the basis of God, and some people looked for their own life in the continuation chain of the family.

The reason for saving. Without these reasons, life will fall into nothingness. In modern society, enlightened reason has solved man from God.

Release, the liberation of personality also relieves people's obligation as a tool to carry on the family line (at least not to build the meaning of their existence in this sense)

Service), where can we find the meaning of life? The answer can only be to create value for society and serve human civilization.

The ideal of providing wisdom. With ideals, talents have the meaning and hope of survival, so that they will not fall into nothingness and confusion. I only know how to make money without it.

People with ideals can't find a meaningful life.

-Ideal is a lofty standard of life, which gives people the norm of life and keeps people away from the trap of low taste.

Humans can get rid of ignorance because people dream of ideals. Many heroes, such as Lei Feng, have ideals, and so does he.

Turn limited life into infinite service for the people; Zhang Haidi has ideals. She is not afraid of the destruction of fate. She writes with a disability.

Beautiful youth movement; Kong Fansen had an ideal, and he devoted all his efforts to the snowy area. With ideals, talents are unwilling to sink,

Pursuing Excellence; With ideals, people can be rich without prostitution and poor without moving. As for those corrupt officials, I will ignore them.

Without taking root in their hearts, their ideals have faded or died.

-Ideal is the vision of imagination, which stimulates people's innovative spirit and creative desire. In order to realize the ideal, people must put

Get rid of the shackles of the existing cognitive level and form, give full play to your imagination and creativity, paint a more beautiful picture and build a more complete one.

Beautiful world.

In short, the ideal is the dawn, and only people with ideals can see hope; Ideal is the direction of life, and only people with ideals can find it.

The goal of life; The ideal is the flower top. ......

Value orientation of selling products

Sales positioning is also product positioning, product positioning should first understand brand positioning, and then talk about product positioning. The so-called brand positioning refers to the enterprise's products and their brands, based on the physiological and psychological needs of customers, looking for their unique personality and good image, so as to solidify in the minds of consumers and occupy a valuable position. Brand positioning is aimed at product brand, and the core is to build brand value. The carrier of brand positioning is the product, and its promise is finally fulfilled through the product, so it must have included product positioning. Product positioning makes the product occupy a certain position in the minds of future potential customers. It focuses on the wisdom of future potential customers. Therefore, we should study product features, packaging, services and other aspects, and also consider the situation of competitors. Grasp the changes of the market and consumers' consumption habits through market research, and reposition the products when necessary. The planning and implementation of product positioning is based on market positioning.

What is the value orientation of enterprises?

This is determined according to the objectives of the enterprise or the brand strategy of the enterprise is carefully planned, generally in order to continue the operation of the enterprise to obtain profits, create returns for the owners of the enterprise, maximize the value of shareholders and so on. It is a bit general to talk about value now. We should first set the strategic objectives of the enterprise, and then determine the value of the enterprise according to the enterprise strategy.

What is product positioning?

What needs can your product solve?

What are the functions or features?

What kind of people are the products mainly aimed at? What are the characteristics of these people?

Add and subtract visual media-visual solution of e-commerce

What is brand positioning?

Definition in one sentence: Define who a brand is for and what it stands for.

(Keywords: 1): To whom, that is, who are the target consumers of the brand, what are their typical characteristics and where to find them.

(Keyword 2): What does it stand for, that is, what is the distinctive value of the brand, and why do consumers choose this brand?

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How to locate and explore the value of products?

From two aspects:

One is to understand the characteristics of your products, and the other is to conduct market research.

The second point of investigation is to understand the psychological value and market cognition of your target consumers. On the one hand, things are good and bad, and they will only be bought if they are affirmed in consumers' cognition; In addition to understanding consumers, we should also understand competitors and their positioning. We should never be imitators of our competitors. To be the first in a new category, of course, we must make an effective product positioning. This positioning can only be achieved if there is a demand in consumer cognition.

I suggest you look at Croft's positioning and Reese's 22 business rules.

It's important to find your own value orientation, isn't it?

A mature person should be able to clearly understand his own value and position, to demand and improve himself according to the needs of society, and finally to achieve the basic balance between self-knowledge and external evaluation, so as to achieve double success in life and career. If you indulge yourself in a deliberately created illusory kingdom, you will only lose yourself forever, so that you can't find the bright and vast starry sky outside.

How can we find our own personal value orientation?

First of all, we must understand what "personal value" means. Personal value includes personal personal value and social personal value, which is the free contribution of different subjects to individuals. There are different subject meanings in different contexts. Subject is the value of personal development, and subject is the value of social development. Righteousness 1: Personal value refers to the discovery and creation made by individuals or society to meet individual needs in production and life, and it is the contribution of individual self-development and society to individual development. It includes personal value and social personal value, and it is the free contribution of different subjects to individuals. Righteousness 2: Corresponding, it is personal social value. Personal social value refers to the individual's contribution to the needs of social development through his own practical activities, which is simply his contribution to society. What do you think you are more suitable for? Do it first, and then slowly consider your future path.