页面

2013年2月11日星期一

利用二维码进行市场推广的十大新玩法

利用二维码进行市场推广的十大新玩法



本文作者 Ekaterina Walter是 Intel 的社会化媒体专家,也是 Intel 卓越社交媒体中心 (Intel’s Social Media Center of Excellence) 的一份子,负责公司的社会化媒体实施和公司社交策略。她最近被选为 WOMMA(美国口碑营销协会) 董事会成员。

二维码在上个世纪 90 年代初就已经出现了,但直到智能手机和条形码扫描应用被广泛采用后,利用二维码的消费者才大大增加了。

comScore的研究显示,截止 2011 年 10 月,平均每三个月在美国有 2010 万个手机用户会用他们的设备扫描二维码。这个数字称不上庞大,但毫无疑问,使用二维码的用户数会将继续上升。

二维码能进入大众视野吗?还是注定成为主流促销活动的陪衬?日益复杂的个人科技发展趋势表明,潜力是存在的,但问题在于营销人员能否充分挖掘二维码所蕴藏的机会。

营销人员如何做才能让消费者从他们的舒适圈中走出来并尝试新的东西呢?如果没有一个充足的理由,仅靠获取信息的能力是无法驱动消费者到产品的页面上去的。下面是十个利用二维码进行营销的最有创造性的、最好玩、最有趣的例子——二维码有丰富产品体验并为消费提供实实在在的价值的潜力。

1.重新创造购物体验



如何才能把工作勤勉、时间紧张的韩国人引诱到商店里呢?全球超市巨头 Tesco(乐购) 通过在地铁和地铁车站里设置虚拟商店,为他们带来别样的购物体验。

通过栩栩如生的超市货架图片,鼓励等待地铁的购物者用智能手机扫描产品的二维码,并把它们加入到购物车里。他们所下的订单将被直接送到顾客的家门口,而免去携带大而沉的购物袋的麻烦。

2.增强用户体验



一些聪明的博物馆和美术馆很快就意识到二维码在增强用户体验上的潜力。比如克里夫兰艺术博物馆就在展品旁边放置二维码,引导参观者上网浏览或通过语音导览欣赏展品,或是提供更深层次的信息。

3.简化与顾客互动的方式



星巴克等商店利用二维码简化与顾客互动的方式。顾客不用再大排长龙等待付款,而只需把预付费卡和手机应用绑定,就可以更快捷地完成支付,还能更多地了解产品和商店的信息。

4.把你喜欢的东西记录下来



在餐厅的你对眼前的红酒爱不释手?你无需在餐巾纸上糊乱写下酒厂的名字,直接扫描二维码酒标就可以更详细地了解该酒的有关信息。

5.给顾客一些他们想要的东西



Mountain Dew 和 Taco Bell 联合搞了一个促销活动:顾客扫描了饮料杯上的二维码后,就可以免费下载音乐。他们了解他们的顾客:年轻人对流行文化感兴趣。该活动为公司获得了超过 20 万次的下载量。

6.提供实时信息



在信息流源源不断的地方,二维码能为顾客带来实时的更新,比如火车站、公交车站、百货商店的销售、现场活动、餐厅特色或是机票预订等。

德国法兰克福最近在火车车厢里提供了智能海报 (smart posters),可为乘客提供旅游信息、交通接驳、特别活动和兴趣点,以及为旅行卡持有者提供的特别优惠。

7.发起值得分享的比赛



Verizon 最近做了一个成功的促销活动,推动销量增加了 200%。店内顾客扫描二维码后,会在 Facebook 上分享他们的比赛信息。假如有朋友通过该链接购买了一台 Verizon 手机,原顾客就有机会赢得一台智能手机。Verizon 投入了 1000 美元,而获得了 35000 美元的回报。此外,还在 25000 名 Facebook 用户中增加了品牌认知度。

8.个性化送礼



在刚过去的假日季里,零售商 JCPenney 让顾客在礼物上添加个性化的元素。从任意一家 JCPenney 商店购买礼物后,你都会获得一个“圣诞标签 (Santa Tag)”以及相应的二维码。扫描该二维码后,赠予人可以为接收人录制一段个性化的语音信息,然后赠予人把该标签像礼品卡一样塞在包装上。

9.帮助顾客拓展业务



Google 基于用户和本地商家的互动情况,把美国超过 10 万个商家列为“Google 上最受欢迎的地方”。每个商家都会收到一张带有唯一的二维码的窗贴,路人就可以扫描该二维码以了解更多的商家信息、阅读评论、列为最爱商家等。

10.分享最潮的音乐杂锦



如果想对那个“特别的你”音乐传情,你可以通过 Spotify 创建一个最现代、最潮的音乐杂锦。在 Spotify 上完成创建音乐播放列表后会生成相应的二维码,接着你可以向那个“特别的你”发送带有二维码的问候卡,对方扫描后就可以直接欣赏音乐杂锦了。

Scan it now ! And Share information in FACEBOOK. Will buy 10 get 1 discount !!!

Scan it now !  And Share information in FACEBOOK.
Will buy 10 get 1 discount !!!

扫描图标中的二维码,并分享此到FACEBOOK等网站,即可获得买 十送一的优惠活动!


2013年2月7日星期四

消费者购买照明灯具时还是比较注重产品的质量以及价格【LED行业新闻】

消费者购买照明灯具时还是比较注重产品的质量以及价格【LED行业新闻】


自发展LED行业至今,中国从最初的稚弱牛犊到逐渐小有成色再到如今的可圈可点,短短的几年时间见证了中国LED企业可雕可扶的潜力。

  2012年, 北京正推行节能大改造,1000户家庭充当试点“先锋”,每户最高可获得2万元的改造资金。 记者于4月23日上午从发改委获悉,今年将试点推出“家有节能房,绿色新时尚”居民家庭节能低碳改造示范工程。此活动主要是对居民家中的内环境进行改善,比如照明用电、节水改造、通风改善、太阳能的利用、绿化环境等,引导市民家中节能,使家庭成员不仅想节能、知节能,更重要的是行为节能。那在照明方面如何选择性价比更好的产品呢?主要从品牌、品质和售后服务上进行考量。

  现社会无论吃、喝、玩、乐都是有意识的选择品牌。同样,作为一项新兴产业,品牌是显得犹为重要的。但是,名气大的品牌不一定适合每位客户去选择,在这里我举一个简单的例子。李宁是国际品牌,安踏是国内品牌。可以这么说,穿过这两种鞋子的同仁都清楚,其实质量都差不多,售后也相同。有些大佬喜欢穿李宁,而精明的你肯定不会学那些太有钱的人一样去选择李宁。而会选择安踏。因为这样既有面子。又能保证质量,何乐而不为呢? LED照明的选择也是同样的道理,同样也拿两家对比,一家是老牌的生产家-雷士照明,另一家是后起之秀品牌-深圳IDEVA。论技术,都拥有十年左右的技术人员在研发、生产;论原材料,都选择用台湾品牌做后盾;论服务,,都能够比肩。精明的你会选择哪种品牌呢?

  质量说到底就是一个原材料与技术的结合上。一个好的LED照明包括芯片的选择-芯片的封装技术-IC的选择-套件的生产工艺-散热的问题处理-以及一个生产周期中的各项老化指标等说起来很复杂,其实想想很简单,因为大多数客户不懂的这些,相信精明的你们也不会那么容易被忽悠,可以利用空闲时间去厂家坐坐,看看工厂规模、生产设备、用的原材料、以及与工程沟通散热解决技术等。

  售后很重要,至今并没有哪一家可以保障自已的产品不出一点问题,有问题并不怕,客户在选择厂家的时候,尽量要考虑服务优势,不要贪一时的便宜,导致以后维修麻烦不断,直接影响到客户自己的信誉。最后花在维修的费用比节省的费用还多得多。

中国春节英语祝福语和常用词语的英语表达

中国春节英语祝福语和常用词语的英语表达


新年英语祝福语——给父母亲的祝福语
A present from me is on the way. Hope you'll like it.
寄上一份礼物,希望你们会喜欢。
I wish I were home for the holidays.
但愿我能回家共度佳节。
Mom and Dad: Thank you for everything this holiday season!
爸爸妈妈:值此佳节,感谢您们所给予的一切。
I'll be home to enjoy this Christmas with you.
我将回家与你们共度佳节。
Warmest thoughts and best wishes from your daughter.
寄上无限的思念和最美好的祝愿,你们的女儿。
Season's greetings from Xiao Li and Ming Ming.
献上小丽和明明的节日问候。
Thinking of you at New Year's time.
佳节,我想念你们。
Best wishes from Mark, Janet and the kids.
马克、珍妮特和孩子们,谨呈最诚挚的祝福。
May you have the best season ever.
愿你过个最愉快的节日。
A New year greeting to cheer you from your daughter.
愿女儿的祝福带给您欢乐。
A holiday wish from your son Tom.
寄上佳节的祝福,你们的儿子汤姆敬上。
Season's greetings to my dearest parents!
祝我最亲爱的父母节日愉快!
Happy New year to the world's best parents!
祝世界上最好的父母节日快乐!

二、新年英语祝福语——给教师的祝福语
We'll be here after the New Year.
新年过后,我们会再回来。
We won't forget you this holiday season.
假期里,我们不会忘记您的。
Much joy to you in the upcoming year.
愿您在新的一年充满快乐。
Thank you for all you have done for us.
感谢您为我们所做的一切。
I look forward to your class after the new year.
我期待着新年过后,再上您的课。
Wishing you and your family a very happy new year.
祝福您及全家圣诞快乐。
Thank you for your hard work and patience on this holidayseason.
值此佳节,谨对您的辛勤栽培表示感谢。
Thank you for not as signing homework this holiday season.
感谢您没有留假期作业。
May happiness follow you everywhere …just like we do.
愿快乐随时与您同在——如同我们与您寸步不离。
It's really a shame we can't be together at that moment.
我们不能在一起过春节真是太遗憾了。
A happy new year from all of your students.
祝您新年快乐,您的全体学生敬上。
New year is a time for gladness and rejoicing …because there is noclass.
新年是喜庆的日子——因为不用上课。
We offer New year blessings to you.
我们向您献上圣诞节的祝福!
Best wishes for you and your family.
祝福您及您的家人。

三、新年英语祝福语——给上司/长辈的祝福语
Best wishes for a wonderful new year.
献上最诚挚的祝福,祝您新年恰愉快。
May the joy of New year be with you throughout the year.
愿圣诞佳节的喜悦,伴随您在度过新的一年。
For you and your family, boss, during this holiday season!
值此佳节,老板,献给您及您的家人。
there's no place like home for the holidays.
在这佳节里,没有比家更好的地方了。
A special card from your grandson.
您的孙子,寄上一张特别的卡片。
A new year wish from your nephew.
您的侄儿祝您新年快乐。
May joy and health be with you always.
祝您永远健康快乐。
May happiness follow you wherever you go!
愿您幸福快乐,直到永远永远。
Your entire staff wishes you and yours a most happy new year.
全体职员祝您及家人圣诞快乐。
To Grandpa and Grandma happy new year!
献给爷爷奶奶:新年快乐!
Wishing you and yours a happy happy new year.
万事如意,合家平安。
From all of us in sales: Happy New Year!
我们销售部全体人员祝您圣诞快乐!

四、新年英语祝福语——给朋友的祝福语
We will be having New Year Party at Wang Ping's this year. You arewelcome to join us!
今年我们要在王平家开新年晚会,欢迎你也来!
Take your passion and make it come true.
发挥你的热情,让理想变为现实。
Happy new year, my best friend.
祝我的挚友新年快乐。
A New Year greeting to cheer you, my good friend.
希望新年祝福给你带来欢乐,我的好朋友。
Best of luck in the year to come.
愿你在未来的一年里,吉星高照。
Wish all the best wishes for you.
献上最美好的祝愿。
I hope we can spend the holidays together.
希望我们能一起过春节。
To Hong from your good friends at Peking U.
送给红——北大的一群好友。
May its blessings lead into a wonderful year for you and all whomyou hold dear.
祝福你及你所爱的人新的一年中万事如意。
To wish you special joy at the holidays and all year.
祝你在节日和新的一年中享有无限的快乐。
Wish many good wishes for the holidays and the coming year.
新的一年,向你献上最诚挚的祝福。
Wishing you all the blessings of a beautiful season.
愿你拥有美丽的新年所有的祝福。

五、新年英语祝福语——给爱人的祝福语
I only want you for New year!
我只要你作为我的新年礼物!
I give all my love to you this New year.
值此佳节,献上我对你所有的爱。
On this season I have but one thing to say: I love you.
值此佳节,我只有一句话要告诉你:我爱你
You're the best present I ever received.
你是我所收到的最好的礼物。
I want to be in your arms this New Year.
我要在你的怀抱里度过今年的春节。
My heart is my New Year present to you.
我的心就是我奉献给你的新年礼物。
Even though we are apart, you are in my heart this season.
千山万水,隔不断我在佳节对你的思念。
I want you stuffed in my stocking.
我只要你塞在我的袜子里。
Let's never spend our New Year apart.
让我们永不独享新年。
My arms are wide open for you this New Year.
我张开双臂,盼与你共度新春佳节。
You are the one for me this New Year and for many New Years tocome.
在此新年和未来的每个新年里,你都是我唯一的爱!
I will be yours forever!
我永远属于你!
I hope all of our New Year are this bright!
愿所有的春诞节都如此欢快明亮
Here's a tender New Year kiss from you know who.
你的心上人献给你一个温柔的新年之吻。
I'm only thinking of you this New Year.
在此佳节,唯有你在心中。

  剪纸 paper-cuts
  年画 new year paintings
    过年celebrate the spring festival
  春联 spring festival couplets
  灯笼 lantern
  烟花 fireworks
  买年货 do shopping for the spring festival ; do spring festivalshopping
  敬酒 propose a toast
  舞狮 lion dance (the lion is believed to be able to dispel evil andbring good luck.)
  舞龙 dragon dance (to expect good weather and good harvests)
  爆竹 firecrackers (people scare off evil spirits and ghosts withthe loud pop.)
  红包 red packets (cash wrapped up in red paper, symbolize fortuneand wealth in the coming year.)
  灯谜 riddles written on lanterns
  灯会 exhibit of lanterns
  戏曲 traditional opera
  杂耍 variety show
  禁忌 taboo
  去晦气 get rid of the ill- fortune
  守岁 staying-up
  拜年 pay new year's call; give new year's greetings; pay new year'svisit
  辞旧岁 bid farewell to the old year
  扫房 spring cleaning; general house-cleaning
  祭祖宗 offer sacrifices to one's ancestors
  压岁钱 gift money; money given to children as a lunar new yeargift
  culture note: in the old days, new year's moneywas given in the form of one hundred copper coins strung togetheron a red string and symbolized the hope that one would live to be ahundred years old. today, money is placed inside red envelopes indenominations considered auspicious and given to represent luck andwealth
  年夜饭 the dinner on new year's eve
  年糕 nian-gao; rise cake; new year cake
  团圆饭 family reunion dinner

2013年2月5日星期二

2013 NEW SAMSUNG SMD5630 LED CANDLE BULB

2013 NEW SAMSUNG SMD5630 LED CANDLE BULB




2:   Qty: 9PC LEDS
3:   Lumen:280-300LM
4:   Beam Angle: 360D lighting
5:   CRI>85
6:   DIM PF>0.9
7:   Base  e12 e14 e17 e26 e27 b22 b15
8:   2years warranty

《甄嬛传》(The Legend of Zhen Huan)

《甄嬛传》(The Legend of Zhen Huan)



《甄嬛传》(The Legend of Zhen Huan)将引入美国消息引起网友热议。昨天下午,《甄嬛传》导演郑晓龙表示目前正与一家美国公司草拟合约,对方会将《甄嬛传》剪辑成6个电视电影,在美国的主流电视台播出。

  郑晓龙介绍,美国这家公司准备重新剪辑该剧(TV series),并补拍一些镜头,还将重新配乐(music track)。他表示,剪辑的过程中方完全不参与,因为不知道欧美人的欣赏习惯、节奏。

至于引进的缘由,郑晓龙说,美国公司认为《甄嬛传》在英语市场上也会有观众。在郑晓龙本人看来,《甄嬛传》之所以受欢迎,是因其传达核心价值观(core values)是正确的。


  据了解,此前,该剧已在美国的华人电视台播出,但并非英文版,仅限于华人收看。此次与美国公司签约,剪辑过的《甄嬛传》将在美国的主流电视台(mainstream media)播出,“这才代表我们真正走出去了”,郑晓龙说。

  (本文中文内容选自京华时报)

  电视电影指的是只在电视播放的电影,通常由电视台制作或电影公司制作后再卖给电视台。不少著名的导演(如斯皮尔伯格)和演员也是靠拍电视电影起家的。电视电影因其低成本、表达自如、传播渠道(由电视台播出)便捷和拥有广大受众而为越来越多有才华的影视创作者所关注。

  A television film (also known as a TV film, television movie, TV movie, telefilm, telemovie, made-for-television film) is a feature film that is a television program produced for and originally distributed by a television network, in contrast to theatrical films, which are made explicitly for initial showing in movie theaters。

Spring Festival


Chinese New Year starts with the New Moon(新月)on the first day of the new year and ends on the full moon(满月)15 days later. The 15th day of the new year is called the Lantern Festival(元宵节), which is celebrated at night with lantern displays and children carrying lanterns in a parade.
The Chinese calendar is based on a combination of lunar and solar movements. The lunar cycle(月运周期)is about 29.5 days. In order to "catch up" with the solar calendar the Chinese insert an extra month once every few years (seven years out of a 19-yearcycle). This is the same as adding an extra day on leap year (闰年). This is why, according to the solar calendar, the Chinese New Year falls on a different date each year.
New Year's Eve and New Year's Day are celebrated as a family affair, a time of reunion and thanksgiving. The celebration was traditionally highlighted with a religious ceremony given in honor of Heaven and Earth(万物), the gods of the household and the family ancestors.
The sacrifice to the ancestors, the most vital of all the rituals(仪式), united the living members with those who had passed away. Departed relatives are remembered with great respect because they were responsible for laying the foundations for the fortune and glory of the family.
The presence of the ancestors is acknowledged on New Year's Eve with a dinner arranged for them at the family banquet table. The spirits of the ancestors, together with the living, celebrate the onset of the New Year as one great community. The communal feast called "surrounding the stove" or weilu. It symbolizes family unity and honors the past and present generations.
The Origin of Chinese New Year
The Chinese New Year is now popularly known as the Spring Festival because it starts from the Begining of Spring (the first of the twenty-four terms in coodination with the changes of Nature). Its origin is too old to be traced. Several explanations are hanging around. All agree, however, that the word Nian, which in modern Chinese solely means "year", was originally the name of a monster beast that started to prey on people the night before the beginning of a new year.
One legend goes that the beast Nian had a very big mouth that would swallow a great many people with one bite. People were very scared. One day, an old man came to their rescue, offering to subdue Nian. To Nian he said, "I hear say that you are very capable, but can you swallow the other beasts of prey on earth instead of people who are by no means of your worthy opponents?" So, it did swallow many of the beasts of prey on earth that also harrassed people and their domestic animals from time to time.
After that, the old man disappeared riding the beast Nian. He turned out to be an immortal god. Now that Nian is gone and other beasts of prey are also scared into forests, people begin to enjoy their peaceful life. Before the old man left, he had told people to put up red paper decorations on their windows and doors at each year's end to scare away Nian in case it sneaked back again, because red is the color the beast feared the most.
From then on, the tradition of observing the conquest of Nian is carried on from generation to generation. The term "Guo Nian", which may mean "Survive the Nian" becomes today "Celebrate the (New) Year" as the word "guo" in Chinese having both the meaning of "pass-over" and "observe". The custom of putting up red paper and firing fire-crackers to scare away Nian should it have a chance to run loose is still around. However, people today have long forgotten why they are doing all this, except that they feel the color and the sound add to the excitement of the celebration.
Traditional New Year Foods
Probably more food is consumed during the New Year celebrations than any other time of the year. Vast amounts of traditional food is prepared for family and friends, as well as those close to us who have died.
On New Year's Day, the Chinese family will eat a vegetarian dish called jai. Although the various ingredients in jai are root vegetables or fibrous vegetables, many people attribute various superstitious aspects to them.
Other foods include a whole fish, to represent togetherness and abundance, and a chicken for prosperity. The chicken must be presented with a head, tail and feet to symbolize completeness. Noodles should be uncut, as they represent long life.

In south China, the favorite and most typical dishes were nian gao, sweet steamed glutinous rice(糯米)pudding and zong zi (glutinous rice wrapped up in reed(芦苇)leaves), another popular delicacy.

In the north, steamed-wheat bread (man tou) and small meat dumplings were the preferred food. The tremendous amount of food prepared at this time was meant to symbolize abundance and wealth for the household.
The 15-Day Celebration of Chinese New Year
The first day of the Lunar New Year is "the welcoming of the gods of the heavens and earth."Many people abstain from meat on the first day of the new year because it is believed that this will ensure long and happy lives for them.
On the second day, the Chinese pray to their ancestors as well as to all the gods. They are extra kind to dogs and feed them well as it is believed that the second day is the birthday of all dogs.
The third and fourth days are for the sons-in-laws to pay respect to their parents-in-law.
The fifth day is called Po Woo. On that day people stay home to welcome the God of Wealth. No one visits families and friends on the fifth day because it will bring both parties bad luck.
On the sixth to the 10th day, the Chinese visit their relatives and friends freely. They also visit the temples to pray for good fortune and health.
The seventh day of the New Year is the day for farmers to display their produce. These farmers make a drink from seven types of vegetables to celebrate the occasion. The seventh day is also considered the birthday of human beings. Noodles are eaten to promote longevity and raw fish for success.
On the eighth day the Fujian people have another family reunion dinner, and at midnight they pray to Tian Gong, the God of Heaven.

The ninth day is to make offerings to the Jade Emperor.
The 10th through the 12th are days that friends and relatives should be invited for dinner. After so much rich food, on the 13th day you should have simple rice congee and mustard greens (choi sum) to cleanse the system.

The 14th day should be for preparations to celebrate the Lantern Festival which is to be held on the 15th night.
Auspicious words:
Treasures fill the home Business flourishes Peace all year round Wishing you prosperity
Harmony brings wealth May all your wishes come true Everything goes well The country flourishes and people live in peace
Money and treasures will be plentiful Wishing you every success Promoting to a higher position Safe trip wherever you go

2013年2月3日星期日

《中国好声音》的模式创新

《中国好声音》的模式创新
《中国好声音》火了,即使远在美国,也能感受到这个节目的红火和魅力。根据央视-索福瑞媒介研究有限公司7月20日的42城统计数据,《中国好声音》第二集首播收视率达到2.717,位列同时段第一。这个业绩,与这个节目在播出过程中带给人的全神投入和震撼体验高度一致。
   
《中国好声音》的成功,是其商业定位、商业模式和组织模式创新的结果。
   
先说商业定位创新。看厌了好为人师、说教式的选秀节目,对那些冗长、耍宝式的名为选秀实为表演的真人秀节目也没了热情,观众需要场景、需要故事、需要真情实感,需要能够产生内心共鸣、感情共振的节目。《中国好声音》来了,虽然是引进模仿,但环节设置紧紧抓住观众心理,严格把握各个细节,上台学员都经过精心初选,上台前说词和上台后表演都经过精心策划。于是,要么实力打动人,让观众把节目当成聆听一场音乐会,充分享受专业的歌唱水准,虽然选手可能来自草根;要么故事打动人,观众为学员奋发、执着、坚持不懈、努力实现心中梦想的拼搏过程而感动,同大多数人所推崇的通过个人努力追求成功的精神相共鸣,激发一种向上的情怀;要么为比赛本身屏气凝神,看到女友、家人、亲人对学员的渴望,自己也禁不住参与其中,努力去试图评价表演的质量、去感受学员的心情、去争取导师的认同,因为每个人心中都有一种希望被人认同的需求。所以说,《中国好声音》抓住了时代的主旋律,清晰的定位满足了当下人们的需要。
   
再说商业模式创新。这是中国电视制播分离的3.0版。制播分离,一定要解决两个商业主体(节目制作方和节目播出方)的收入模式和盈利模式问题,并且要使得这个商业模式和分配方式能够让双方都尽一切可能,达到最终的观众满意。因为观众不会关心两个商业主体之间是如何分配盈利的,就如在餐厅用餐,我们只会关注菜品的可口与否,后台厨师如何以及前面招待和厨师的分配与激励模式与我无关一样。3.0版的制播分离,采用了节目制作方和电视台共同投入、共担风险并共享利润的模式。据报道,灿星制作和浙江电视台之间有“一道线”的约定,低于这道线,灿星赔偿,高于这道线,二者分红。对于灿星而言,这有些类似“对赌协议”。这一模式优势在于上不封顶,如果节目很成功,广告价格翻倍;节目收视率越高,节目整体获取的利润就越大,双方可以分成的利益就越大。与2.0版纯粹购买不同,3.0版制作方投入越大,节目品质越高,请到的明星、制作人员越专业,就会有越高的收视率,就会有更高的利润,而这个利润制作方是可以分享的。利益上的一致,必定会使得双方各尽所能,共同努力去赢得更高的收视率。
   
最后是组织模式创新。一个节目中,有很多利益相关者。《中国好声音》中,除制作公司和电视台外,学员和导师是直接的参与者,也是非常重要的利益相关者。如何激励他们?这些激励模式会引致什么结果?这个结果是否是这个节目希望看到的效果?对于这三个问题,节目组一定进行了深入地思考和策划。就导师而言,一般嘉宾对于节目来说是成本,做一场算一场劳务费,说穿了是节目组买了他们的时间来进行表演的,因此,除了职业道德和个人持续价值之外,节目本身并没有给他们直接的长远利益安排;《中国好声音》不同,节目和导师的合作模式是一种组织创新,节目组把导师团队和节目后期的市场开发捆绑在一起,没有单纯的支付劳务报酬,而是把导师在这档节目中的参与和投入作为他的投资,通过和中国移动的合作,把所有学员的现场演唱作成彩铃,提供给全国的手机用户下载,从而让导师和学员能够分享下载收费;因此,争取到一个学员,就意味着一笔现成的收入分配,因为这些学员都是如此优秀,而节目的影响力也会保证消费者进行彩铃下载。同时,对导师来说,争取到的学员能力强,通过后续专业培训和指点之后,其未来可供开发的潜力无限。对于学员来说,参与节目、分享收益、得到指点,本身就是足够的动力。因此,组织模式的创新,保证了所有参与方的真实努力、真情付出、专业鉴别和认真点评,这与那些表演类节目有很大的区别。
   
一台节目就是一个商业项目,既有包装策划的问题,也有商业模式和组织管理的问题,《中国好声音》,值得学习,值得借鉴。