【正文】 …………………… 首先，必須明確溝通對象 First, nail down the person who we municate with 不是各個國企 而是各個國企的主要決策人 Instead of the enterprise, we municate with its decisionmaker. 然后，進一步明確他們的角色 Then, further clarify their roles 官員身份＞ ＞企業(yè)負責人 Officer＞ ＞ Company Leader ? …… 國有資產的保值增值 …… ? ? …maintaining and increasing the value of State owned assets… ? ——國企的報告中最常用的句式 The most monly used sentence in Stateowned enterprises’ report 保值是第一位的 The most important is to hedge in value 增值未必有功 Increasing the value may not be an achievement, 流失一定是罪 but the loss must be a guilt. 意味著：首先是做穩(wěn)，然后才是做好 That means: hedging the value es first. 決策安全 Make a safe decision 紅透中國官場的曾國藩 Tseng Kuofan, the most popular officer in Chinese officialdom 保官最穩(wěn)、做官最好、升官最快 In order to secure the official position, he just tried his best to make safe decisions and, as a result, got promoted the fastest. 大家都說好 Approved by a group 領導說好 Approved by the leaders 集體決策的 Decided by a group 決策安全?三要素? 3 elements of safe decision 如何促成購買決策？ How to promote a purchase decision? 怎樣讓他們感覺到安全？ How to make them feel safe? 打造主流價值：讓大家都說好 Create mainstream value: everyone approves it 建立高層關系：讓領導說好 Establish highlevel relations: leaders approve it 集體決策無反對意見 No disagreement in group decision 重構 品牌 關于我們 行動策略 Action Strategy 如何讓品牌角色變成主流社會認知的價值 Hammer out wellrecognized value from a solely brand 從成功的路徑中尋找規(guī)律 …… Learn from the successful experiences… 借力奧運，品牌傳播 Communicating brand as Olympic sponsor 2023年 5月， GE公司董事長兼首席執(zhí)行官杰夫?伊梅爾特在人民大會堂啟動?綠色創(chuàng)想?計劃。 2023年 1月 30日星期一 上午 3時 33分 36秒 03:33: 1比不了得就不比，得不到的就不要。 03:33:3603:33:3603:33Monday, January 30, 2023 1知人者智，自知者明。 03:33:3603:33:3603:331/30/2023 3:33:36 AM 1越是沒有本領的就越加自命不凡。 03:33:3603:33:3603:33Monday, January 30, 2023 1乍見翻疑夢，相悲各問年。解讀生態(tài) In fact, it will never be back to normal. What they didn’ t know is that China is a brand new ecosystem on the pla. Following the chaotic transition period is a renascent age where new business form and mercial species survive. 案例： 19世紀的美國 Case: . in 19th century 歐洲商人評價美國商業(yè)環(huán)境： The ments on business environment in . by Europeans ?那是一個官商不分、以權謀私、物欲橫流的社會? it is a corrupt society, regardless of officials and businessmen, abuse of power, materialistic society. ?公司只有運用金錢才能抵擋那些煽動民眾的政治家和敲詐勒索者不斷對他們發(fā)起的攻擊?。解決了農民的本質需求，全盤激活，贏得?全國市場份額?。Ming for future Shibang行動策略 About us 創(chuàng)意：創(chuàng)見性智慧 商業(yè)：一切專注于商業(yè)生態(tài) 策略：洞察機會，整合資源，創(chuàng)新突破 智業(yè)：商業(yè)是科學，也是藝術，以結果導向構建可操作方案 SEPA定位 SEPA Positioning 創(chuàng)意商業(yè)策略智業(yè)機構 Creative Business Strategy Agency Originality: Innovative wisdom Business: Focus on the business ecosystem Strategy: Opportunity insight, resources integration, innovation and breakthrough Intelligence Industry : Business is a science as well as an art, constructing the feasible plan with resultoriented methods. SEPA囊括來自新華社等全球知名新聞通訊社 、 商業(yè)咨詢機構 、 投資機構 、營銷策略機構 、 傳播公關專業(yè)咨詢機構與國內重要媒體的精英 ， 長期的商業(yè)實踐賦予 SEPA豐富的中國商業(yè)智慧與成功經驗 ， 并在不斷與企業(yè)決策者分享的過程中進一步提升 。 Lucent Nike WildAid Kerry EAS Logistics Hong Kong Jockey Club MeecedersBenz Amsterdam New World Disneyland Penglai, China Yangxian, China China Citic Bank ICBC CITICPrudential AvivaCofco SDIC Trust Zhonghai Trust Shell Caterpillar SEPA哲學：生態(tài)決定生存 SEPA philosophy: The fittest survives Biology Species Business Species ■ Only the best and most suitable species can survive the ecological petition. ■ There will be no two identical species in the world. ■ The most longlived species are necessarily the most beneficial to the surrounding ecology ones. ■ Each species must have a core viability to survive. ■ Only the best and most suitable panies can survive the business petition. ■ There will be no two identical panies in the world. ■ The most longlived and healthiest brands must be the most beneficial to the surrounding ones. ■ Each brands must have a core value. SEPA：商業(yè)生態(tài)系統 能力 路徑 生態(tài) 商業(yè)生態(tài)體系 EcoBusiness System EcoBusiness 商業(yè)生態(tài) ■ No pany can exist and develop independently. ■ Society, culture, industry, market, consuming and brand interacts with each other。 more energy and time。發(fā)現機遇 發(fā)現機遇 通用電氣將向中國提供包括潔凈煤技術、先進風能技術、支線航空、先進機車開發(fā)、水處理、建筑物節(jié)能、節(jié)能長壽照明系統的科技合作等。 2023年 1月 上午 3時 33分 :33January 30, 2023 1行動出成果，工作出財富。勝人者有力，自勝者強。 , January 30, 2023 閱讀一切好書如同和過去最杰出的人談話。 :33:3603:33Jan2330Jan23 1故人江海別，幾度隔山川。發(fā)現機遇 ? We are bedraggled by our long history, sufficient thoughts, broad backdoors, plicated interpersonal relations, littered ambitions, and pessimistic perspectives. Thus, this overreacted perception entails us to scorn the basic simple business logics and the fair game rules. 其實永遠不會歸向?正常?，他們沒有看到，中國是地球上一個全新的生態(tài)體系，剝離了轉型期的混亂后，實質是中國在創(chuàng)造新的商業(yè)形式、新的商業(yè)物種。以奇勝 To join bat