58 innovative plans for marketing

Chapter 36 Relationship Marketing Planning (4)
For enterprises, the purpose of survival is to satisfy the interests of their shareholders, but enterprises are gradually realizing that in order to serve shareholders, they must first fully satisfy the needs of their stakeholders.Its business purpose should be to satisfy employees, customers, partners, and shareholders, and the most important thing is to satisfy employees.As long as the employees are satisfied, they will be in a good mood, active in their work, considerate in service, and satisfy customers. Satisfied customers will definitely come back again, which in turn benefits the company, and the resulting increase in profits can increase the shareholder's profit. Earnings, to the satisfaction of shareholders.In today's highly developed market economy, most enterprises are in the following two relationship states.One is that the enterprise understands that "the customer is God", and must first satisfy the customer, but does not want to increase the cost, make the employees feel wronged, or make them work overtime or reduce their wages, so as to satisfy the customers at the expense of the interests of the employees. needs.At present, most enterprises are almost in this state of relationship; second, the enterprise first establishes a high-level operating mechanism to maximize the satisfaction of employees, so that high-quality products and services can win the greatest satisfaction of customers, and this kind of satisfaction It also brings repeated transactions, enabling enterprises to generate higher efficiency and profits.This relationship is commonly used by enterprises with modern consciousness in countries and regions with developed market economy.

Every enterprise must have a value belief and behavior purpose to fully mobilize the enthusiasm, initiative and creativity of employees.Corporate values ​​are a set of value systems recognized by an enterprise organization and its employees and pursued in practice.The corporate value concept is an invisible management method, which can change the ideological norms and concept consciousness that people originally thought about and established from a personal point of view, and establish a common value concept with the enterprise as the core.Good corporate values ​​can make employees have a strong centripetal force towards the company in a subconscious state, and cultivate a good sense of teamwork. Employees with a strong sense of teamwork will have a very deep understanding of the company's goals and social responsibilities, thus Consciously restrict personal behavior, so that personal words and deeds are connected with the enterprise as a whole.It can be seen that the cohesive function is the most significant function of corporate values.Enterprises with excellent values ​​show a good management mechanism, business quality and corporate style, establish a good image of the company as a whole, and at the same time establish a good market reputation for the company.

Practical points
As a public group, employees have specific interests and needs. This is to hope that the enterprise can become their own home and enjoy the care and warmth of "home" in the enterprise.A fundamental principle to achieve this goal of the best personnel environment is to recognize and respect the individual value of employees.

Baker, a management scientist, found that everyone has two contradictory desires in their human nature. They hope to become a member of an advantageous group or an outstanding organization, and they hope to establish an identity relationship between the individual and the enterprise in their business positions, and to melt In an outstanding organization, gain a sense of belonging and honor; also hope to stand out from the crowd, have opportunities for self-expression, and win the recognition and respect of others and the society with your talents and achievements in a specific working environment.

Properly handling this contradiction of human nature will undoubtedly promote the realization of employee relationship marketing strategies.From the perspective of the goal of the employee relationship marketing strategy, it first pursues "group value".But group value is inseparable from the individual value of each member of the group.If every member of the group abandons himself, lacks the spirit of ownership, and is alienated from the enterprise organization, then the value of the group will inevitably come to nothing.Group value is inseparable from individual value and needs individual value to realize.

Therefore, the focus of employee relationship marketing should start with the establishment of individual value, so that each member of the enterprise can pursue and realize individual value in a group environment.That is to say, the employee relationship marketing strategy that pursues group value starts with respecting individual value, so that group value can be realized through many individual activities.In fact, acknowledging and respecting the individual value of employees is the key to motivating employees' sense of ownership and allowing employees to integrate their "individual value" and "group value" as members of the enterprise.Only when the employee's individual value is affirmed and respected, making him feel that he is valued in the enterprise, can he consciously integrate his own interests with the interests of the enterprise, and consciously "breathe and share the same fate" with the enterprise, and When communicating with the outside world, consciously maintain the good image of the company as a member of the company.

Scene reconstruction
1. Scenarios
Lenovo's acquisition of IBM PC business unit, key personnel is the focus of Lenovo's attention.However, because Lenovo is very different from IBM in the PC industry, and Lenovo is a Chinese company, while IBM is an American company, key personnel will inevitably encounter culture shock.Moreover, there is a huge gap in income, and Lenovo cannot compete with IBM in terms of training system. Competitors such as HP and Dell, as well as headhunters, have been coveting these talents for a long time, so the risk of key talent loss is very high.

Question: At this time, what should Lenovo do?
(1) Stable talents

In order to stabilize employees, especially senior managers and core technical personnel, it is necessary to actively formulate various policies to stabilize people's hearts, and introduce some substantive incentives to retain and motivate employees, and monetary and material incentives are indispensable.Such as the implementation of employee stock ownership plans, job retention allowances, etc., linking employee remuneration with the development and benefits of the enterprise, etc.; classifying employees, and adopting corresponding stabilization measures for various types of employees. For example, for key talents, while ensuring salary, consider changing Payment methods; and create a learning and career growth working environment for senior managers and core technical personnel, pay attention to their career development, help employees set career development plans, and create an organizational atmosphere in which the company and employees grow together, so that they can Full of confidence and hope for the future.According to the interests, hobbies, specialties of employees and the training that the original company may provide, formulate corresponding training policies to reduce employees' sense of loss in comparison.

(2) Strengthen communication

Regularly release all kinds of information related to mergers and acquisitions to all staff, such as cultural integration, organization and personnel, discipline and operation norms, performance and progress, etc.Ensure that everyone has the right to know, promote employee stress relief, and win their understanding, trust, and support.Set up a dedicated communication agency to answer employees' concerns.The management should also strengthen communication, learn more about the mentality of employees, and effectively deal with employees' alertness and pessimism.When employees understand the latest developments in mergers and acquisitions and identify their own position in the new enterprise, the risk of failed mergers and acquisitions can be minimized.By communicating with employees, the management can reduce the resistance to reform in the M&A process and promote the smooth progress of the M&A integration work.

(3) Cultivate employees' sense of identity
To cultivate IBM employees’ sense of identity and belonging to the new Lenovo, first of all, IBM’s senior management should not be replaced in a short period of time, but should be retained as much as possible to ensure smooth internal communication; secondly, on the basis of employees’ voluntary , to integrate the culture of the IBM PC business unit, and to complete the education of the new Lenovo's history, values, and code of conduct for the former IBM employees.As an acquirer, you must adopt a sincere and humble attitude, and contact and communicate with the employees of the target company on an equal footing.

(4) Key points for cultural integration considerations
The integration and reshaping of corporate culture is not a simple matter.Because any enterprise will form a unique corporate culture in its continuous production and operation activities.This cultural background is formed by all employees consciously and unconsciously, and is constantly developing with the development of the enterprise.It runs through the daily production and operation activities of the enterprise, goes deep into the spirit of the employees, and guides their daily work.In this familiar cultural atmosphere, most employees will feel relaxed and at ease.The mergers and acquisitions of enterprises bring about a strong change in thinking mode and a huge impact of different corporate cultures.The fission and regeneration of this corporate culture is bound to be accompanied by the contest between conservative and open, backward and advanced.If the cultural integration process is too sloppy and lacks effective management communication, the result will inevitably lead to greater friction and consumption within the enterprise after the merger.After Lenovo acquired the IBM PC business, it first had to evaluate the cultural characteristics of the two companies, find out the gap and compatibility, and then decide the appropriate cultural integration model (conquest, fusion, symbiosis, predatory).After choosing the cultural integration mode, it is necessary to optimize the combination to cultivate a new corporate culture, let employees learn to accept the new corporate culture through publicity, training and other means, and implement the new corporate culture through the formulation of a new assessment system.

2. Role simulation
As a leader of a large enterprise, how should we handle the relationship of "grasp and let go" so as to fully mobilize the enthusiasm of employees and generate cohesion?
3. Thinking Enlightenment
In dealing with the relationship with internal employees, how can employees exist in the enterprise with the identity and feeling of masters?
4. Physical training games
Props: some paper, some pens.

Number of participants: 6 people.

Method: 6 people were divided into two groups, 3 people in each group.The two groups respectively write an internal employee relationship management plan for a designated company.

Rules: Which group's plan is perfect and reasonable within the specified time, which group wins.The time is 90 minutes.

Purpose: Through the game, let the game participants experience the relationship between the enterprise and its internal employees.

5. Improve plan
Reference answer

1. Scenario case: After the merger, Lenovo should adopt an integration strategy in terms of human resources.

2. Role simulation: a brief answer
3. Thinking enlightenment and answering ideas: Any business activity of an enterprise must be recognized and supported by employees before it can proceed smoothly.The initiative of employees comes from the company's recognition and respect for the individual value of employees.The key to respecting the individual value of employees is to effectively protect the ownership status of employees.If an enterprise wants to form a good employee relationship situation, it must allow employees to truly enjoy their rights, fulfill their responsibilities, and benefit from their interests.Only when employees exist in the enterprise with the identity and feeling of masters, can they regard the development of the enterprise as self-realization, take shaping the image of the enterprise as their own responsibility, and add luster to the good image of the enterprise through their specific work.

(End of this chapter)