In the final analysis, these enterprises ignore the innovation of business model. On September 19, Weixue International Business School invited Professor Henry Guo, a visiting professor at Antai school of economics and management, Shanghai Jiaotong University, to give students a two-day course on "Business Model" to re-recognize the value of business profit model innovation in enterprises.
Professor Henry Guo.
Visiting Professor Antai school of economics and management of Shanghai Jiaotong University, former CEO of Ovi Information System (Bertelsmann Group) in China, CEO and partner of Nano Software, and columnist of CBN. She has been a teacher of customized EE in Nordic NHH Business School, Lithuanian Body Mass Index EMBA in Central Europe, ESCADE EMBA in Spain, and Female Leadership in Agricultural Bank of China.
At the beginning of the course, Professor Guo emphasized the importance of business profit model with classic cases such as ancient business sages. He transformed the language of ancient businessmen into a modern business logic framework, and pointed out three practical weapons that are easy to use in business and profit models, namely CRM, big data, AI, brand and content marketing.
When talking about how venture capitalists view the company's business profit model, Professor Guo told the students that the industry pattern determines the outcome, and the concentration determines whether there is pricing power. Government support is not a good thing. Increasing supply and industry competitors, government genes and innovation are incompatible.
In addition, Professor Guo also pointed out that it depends on the long-term economic characteristics and the internal characteristics of the industry. The best enterprise is Disney for two reasons. The first is that Mickey Mouse and Donald Duck don't get a raise. The second is stable and predictable future income.
Any enterprise wants to have high income, so how to make a high profit model? Professor Guo put forward four key points: advertising investment, investment, product positioning and differentiated marketing.
Among them, the six key signs of differentiated marketing:
Brand (such as popularity and reputation), the viscosity of repeat customers and customers, the unit price should not be too high (it is more likely to have high frequency), the conversion cost is high (the sales volume will not be affected after the price increase), the service network and sales radius (such as small radius is an advantage, small radius only needs regional defeat, and high regional concentration is a play), and the first-Mover advantage (such as market influence, contacts, industry insight, etc.). ).
When explaining the knowledge that a good company has three elements, Professor Guo listed two elements that are in line with the company's profit model, quality and key. Among them, the two key elements mean that the company can do what others can't do, and the company can do it repeatedly.
1. What should I do about the consistency between profit model and execution?
Professor Guo concluded: "The profit model is that you think about how to make money. Consistency means that you need to optimize frequently, or strategy optimization. You should check it once a year, solve the problem in time and diagnose it in time. There is also customs clearance thinking, leaving the problem itself and re-examining this profit model. "
2. "Tik Tok" has been deeply loved by young people in China since it was launched on 20 16, and it has also spawned hundreds of millions of big V's, but the flow realization is not as expected. What do you think of the profit model of Tik Tok's realization?
Professor Guo said: "and Aauto Quicker are short videos, which are actually very suitable for business, and its traffic is also quite successful. But not everything in traffic can be realized, such as humor. Although the flow is good, its liquidity efficiency is relatively low. For example, * * * Ming, trust, etc. Their liquidity is very efficient. Therefore, in this process, optimization should also be carried out. Can't say it's unsuccessful, but it's still in the exploratory stage. Tik Tok and Aotekuai are both young people in second-and third-tier towns. So in the face of different markets, different platforms have different practices. "
You had a good interaction with your classmates in class just now. Do you have any good suggestions on how to put this course into practice?
Professor Guo stressed: "Then you should use it more. I generally suggest that students go back and discuss with the heads of various departments of the company after studying in class to see if there is any way to combine it with actual combat. " Only in this way can we turn what we have learned into something real, otherwise it will be too bookish. "
4. Do you have any hope for students in Wei Xue and business model?
Professor Guo simply summed it up as: "Wan Li Road, thousands of books, 10,000 kinds of people, a thousand miles don't accumulate."
Finally, Professor Guo also reminded the students that the obstacles to business model innovation are inherent, and there are four restrictions to break through the bottleneck of enterprise development:
The first is the limit of the organization-organizational form and system, capital and governance structure;
Second, the limit of entrepreneur's ability and values-profound knowledge, smooth information channels, personal and organizational leadership, business leadership and values;
Third, the external environment constraints-market size, market structure, government control model and institutional environment constraints;
Fourth, the limit of business model-the scale decided by business model, etc.
This course is full of dry goods. Professor Henry Guo's skillful explanation, professional business theory knowledge and in-depth analysis of hot business cases left a deep impression on the students. During the period, I had more in-depth communication and exchanges with my classmates, which was very interactive. After class, more than 90% students think that they have gained a lot by taking part in this study. Looking forward to the next course!