21. WHO ARE THEY?
WHAT THEY KNOW OR NEED?
HOW THEY FEEL?
HOW MOTIVATE THEM?OBJECTIVE POSITION21
22. 2000/3/23 X市某电视台新闻评论部记者李某、都市快报记者范某等7人(其中2人为提供长话电话清单的用户)到电信局帐户中心,带该中心打印的一张主叫号码不详的长话清单。
清单上不足1分钟的话单9张,通话时长为2秒、4秒各1张。他们认为用户不可能在如此短时间内进行通话。认为电信局多收了电话费,并要求作出解释。
帐务中心业务科长作了接待并作了解释,内容主要有:交换机只有接到对方局的应答信号才开始计费;造成超短时话单的原因有多种,对方线路上是否有未知的终端设备(如FAX,录音电话、服务器等),或是办理了转移呼叫等业务,或是对方手滑电话刚拿起来就掉了。CASE: X TELECOM BUREAU 22
26. WHAT DO THE AUDIENCES NEED?
WHAT CAN I ‘SUPPLY’?
HOW CAN YOU INTEGRATE THE NEED WITH THE SUPPLY?
HOW CAN YOU REALIZE THE INTEGRATION FROM INFORMATION AND CHANNEL STRATEGIES? KEYs FOR RECEIVER-ORIENTATION COMMUNICATION26
27. AUDIENCE’S VALUE:PRODUCT/SERVICE, PSYOLOGICAL SATISFICATION, BEAUTY, CONVENIENCE, ENJOY, INNOVATION, SPEED,QUALITY,ETC.
TO BE CONFIRMED OR AFFIRMED
TO HELP AUDIENCES TO SEARCH FOR THE VALUE OF THE JOB
TO MOTIVATE AUDIENCES TO ACCEPT THE FACTS (TRANSFER NEGATIVE INTO POSITIVE)WHAT AUDIENCES NEED27
31. QUESTION: HOW TO PROMOTE YOUR CREDITABILITY ?
POSITION (AUTHORITY);
GOODWILLS
SPECIFIC KNOWLEDGE
APPEAREANCE
OTHERSPROMOTION OF YOUR CREDITABILITY31
32. DEPOSIT AND SAVE
TO SAVE MORE AND TO DEPOSIT MORE.
NO SAVE, NO DEPOSIT
PAYING ATTENTION TO AUDIENCE’S EMOTIONEMOTION BANK32
33. 情形一:主体提供和客体需要一致的,则容易沟通实现目标。
情形二:主体提供和客体需要不一致,就应寻找弥合差距的途径。
——自我价值认知的重新定位
——帮助对方价值认知重新定位
UNITY OF OBJECTIVE AND SUBJECTIVE33
34. 主体价值认知等价值观曲线受众
价值
认知例证:东方通信的工资体制改革,年轻人将成为这
次改革受益者,而曾作出贡献的中年以上人员则不
能享受这次改革的好处。结果受到抵制,如何解决。ACCESSIBILITY OBJECTIVE AND SUBJECTIVE34