Monday, October 25, 2010

How to find customers?



In the past, we used to by the "age, gender, income, education, region," the definition of customer groups and other indicators, but now more and more failures of this approach. The same age groups may have different interests and hobbies, the people of different ages may have similar values and lifestyles.

ZenithOptimedia recently launched "InsightsDNA" is trying to build a side perspective of consumer psychology in the mirror. The Asia's largest ever single data source, research activities, cost two million U.S. dollars, took two years to complete, research data from China's 10,000 customers. This study aimed to discover the way of insight, that Keyibangzhu companies brand and consumers Gou Jian Qi a close and strong ties, which will be the consumers into customers brand performance Zhenzheng the promoters.

InsightsDNA asked consumers 57 categories, 44 brands, brand positioning, brand image and brand personality view. For example, Chinese consumers, especially the trend-setter, the "Buick" such a mature domestic car brands have strong feelings, "Buick" so that they feel moved. While today's China, everyone is struggling to chase their dream time, a move the brand more people access to consumers. This insight will help us to invest in things that resonate with consumers the way of communication, whether it is soft paper form, or program sponsorship.

With the rapid economic development, more competitive, more and more intense brand competition, and now most companies are beginning to compete for customers, business customers not only want to focus on their products, but also want to use their products, and then love them products.

Every consumer brand experience, brand awareness is as they form a sub-accumulation. As an expert on brand loyalty, the "ultimate issue" by the German author of the book 寮楅浄寰疯禆鍏嬭但 as described: We need our customers happy, as they will get good profit and we continue to help growth thrusters.

InsightsDNA most unusual is the purchase process of reverse engineering - the first study of consumer purchasing decisions, and then included in a particular product category. InsightsDNA enables businesses to track consumers back from the initial media access to the purchasing process, understand the channels in the buying process of each stage.

The most critical is to the right time, right place, right person to spread correct information, providing a fast track leading to the desired objectives:

- The right people: that which consumers tend to buy the highest, and gives a detailed definition.

- The right of the Location: to set a general brand and special categories of the most influential brand, the most effective point of contact, including the Internet, cell phones, ambassador and other non-traditional methods, also includes word of mouth marketing.

- A detailed analysis is given retail environment: Now, companies first choice of consumers according to their data, by comparison between the two regions, an area in which to understand business opportunities, and further confirmed that sales partners to increase their insight.

- The correct information: The study pointed out that consumers are most receptive to the time and place of business information, while also providing by age, sex, provinces and regions, cross-reference.

- Correct the time: for businesses right consumers more careful understanding of the consumer the most relaxing Zhichu most Yuanyijieshou Xinxi (even Tongshijiechu multiple media communication of information) of the time. This allows enterprises to re-examine and optimize ad serving time arrangements. For example, in the non-prime-time television ads in large savings, or to ensure that television and the effective integration of Internet advertising.







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Wednesday, October 20, 2010

AMT share and create competitive


Kong Xiangyun surprised, in a large consulting firm as a senior executive of a friend can see only a small part of the company documents. AMT in his leadership the company, ordinary employees can see some of the company in addition to personnel, financial and other confidential documents outside of all documents. His friend's big hard to understand the sense of knowledge sharing, knowledge management concepts could be so low.

Internal meetings in the AMT, he repeatedly emphasized the company's knowledge management building. "Rather the loss of 1000, an essential share." In saying this, when Kong Xiangyun taken out from the cross of the fingers a finger, face in, revealed a firm. He believes that the capacity of the core knowledge base is not how much documentation, but staff knowledge absorption and innovation.

"We would rather be lost as part of the document can not be because of fear of competitors, which led to our own employees to share AMT not. We must be very clear, these documents are not our ultimate competitive edge, we just came from the ultimate competitive edge The most fully shared, and because it fully shared throughout the enterprise to bring all members of the unparalleled ability to integrate strong innovation. This ability is not lost, is difficult for others to learn. We must not fear the loss of documents impede the ability to grow this. "

Kong Xiangyun concern is that through the knowledge management to improve the competitiveness of enterprises AMT.

The value of knowledge management

In fact, so far, knowledge management is to manage the sector is still a new concept when, how to define what knowledge management is also yet to find a unified view. Because there is no conclusion, knowledge management becomes particularly enthusiastic academic debates. However, as the boisterous scene of academia, most domestic enterprises know little about Quedui knowledge management, but also out of the question to understand the value of knowledge management. Many companies believe that knowledge management is only a working platform. But is not the case.

If employees make golf more than children, so a good boy golf bags on their backs and Picking the completion of work, to play to provide some good recommendations, such as "The wind makes the ninth hole than the existence of actually 15 yards long. " This proposal would make more tips caddy. Meanwhile, the proposed benefit from the caddy of the play are more likely to play here again next time.

If a good caddy is willing to put his knowledge to know to share with other caddies, then eventually they will get more tips. How it works make this happen? This is where knowledge management.

Stadium owners can make the decision to award the proposal to share out their own caddy. Then collected these proposals and to collate the information together in a notebook, to all the caddies. A well-designed knowledge management in the end result will benefit everyone. In this way, caddies get more tips; play those because they derive from the collective experience of caddies will play better technology; and stadium owners are repeat customers and thus bring more profits.

Difficult concepts in a simple example which has already revealed its great value. If the caddy replaced by corporate staff, who replaced the company's customers to play, but the course changed to business, the result is still valid. Needless to say, in the enterprise knowledge management, the company's employees, corporate customers and businesses themselves will benefit.

6 years ago, in the AMT Group to be formed, as "the masters of golf course," Kong Xiangyun began wondering how to create a "caddy recommended notebook" of sharing mechanism.

Two-stranded

ERP are not heat up in time, AMT started doing knowledge management, its broad vision and determination had the courage to appear. However, in the next two years, AMT has not completed the knowledge management model envisaged, once faced with the plight of stranded. CHUI Ka Chun AMT expert consultants about 1998 to 2000, when the scene said: "The AMT's knowledge management can be summarized as 'awareness of more than, less than management'."

September 1998, Kong Xiangyun founded the field of information technology professional site - AMT (Chinese name "Enterprise Resource Management Research Center" at "www.AMTeam.org"). "Commitment to knowledge management and information technology to create, gather and disseminate."

Just returned from Shanghai University of Finance and Economic Information Management master's graduate Kong Xiangyun acutely aware of the knowledge management will be the future development of business management information in one direction. In his view, especially for the AMT this positioning in the "Resource Center" company, knowledge management is very important and very necessary.

"AMT front FORUM" Gu Beini executive editor, said, "Our company does not CKO, knowledge management, construction has been the company's most senior direct grasp." Kong Xiangyun AMT is no doubt the leading force in knowledge management and direct agents.

In accordance with the idea of holes, AMT to establish a sound platform for the sharing of corporate knowledge assets to form a smooth communication channel for the exchange of information. However, the weak processes and technology can not satisfy these ideas and requirements.

CHUI Ka Chun, said: "The outstanding performance of knowledge scattered, difficult to regulate knowledge management processes, such as: LAN server public folder, a variety of free email, corporate intranets and the" latest update "e-mail, customer files and customer tracking card, the first two weeks of "back to the company," written work reports timesheet, MS Prject, PPR and so on. "

"And this stage, the technology mainly MS Prontpage, Adobe Photoshop, CuteFtp other to create and maintain the website, the heavy workload; in the internal management also established a content provider, content review, web editor and other related jobs, but because lack of uniformity in the working platform, work efficiency arrived, the main communication with the outside world via email, phone, fax to realize the related customers and partners and do not effectively manage them. "

In fact, in addition to these issues more critical is that the AMT in terms of scale and management are in "extensive stage", the company primarily is a resource center for business, little traffic, few employees. Therefore, all the way knowledge management is to stay above the top-down administrative arrangements and staff have not yet fully understand, and sufficient demand. At a time when high standards of knowledge management seems to be too hasty.

All of these have become the bottleneck of the further development of AMT. By this time, construction of knowledge management case can not readily imitate. AMT Is knowledge management the way how to get?

Turning point in 2001

"We have to do is sign of knowledge management in 2001. Was consulting team of experts we have twenty or thirty individuals, scattered throughout a project. So feel needs a platform. We came out of direct demand. This is an internal drive. "In 2001, Dr. Xia Jinghua to AMT, as the AMT is now president of the Institute, he came from to now, has been responsible for the knowledge of AMT and AMT own management consulting business building knowledge management.

"Kong is always a strategic decision-makers AMT knowledge management, knowledge management Chabot is the AMT the perpetrators." "AMT front FORUM" Gu Beini executive editor, said.

Xia Jinghua that, for the knowledge management project, to be continued at all levels of enterprise support, the project must be the goal of knowledge management and business development strategies closely linked to internal knowledge management to identify the fundamental driving force.

With the AMT impact in the industry continues to expand, some companies make training needs, while training AMT also seized the market began to increase training business. Was later discovered that there is more demand for more in-depth, it is difficult to resolve through several training can also require more in-depth research of enterprise site. So there is some advice for business needs. This has created three business blocks of the current AMT: resource center, education, training and consulting services. At this time, AMT in Beijing, Shanghai, Guangzhou, established three branches.

At present, mainly to promote knowledge management consulting. Knowledge-intensive enterprises greater emphasis on knowledge management, in addition to dispersed enterprises. Such as McDonald's, this decentralized model is very similar, it emphasizes knowledge of reproduction and reuse. These enterprises are in need of knowledge management. The "AMT that is knowledge-intensive enterprises is decentralized enterprise, AMT do have a realistic internal knowledge management needs." Jing-Hua Xia said.

In the face of AMT status of knowledge management development, Kong Xiangyun, and Jing-Hua Xia are aware of the first solution is to build a knowledge management platform, faster integration of internal and external resources.

In 2001, AMT purchased the company's application of the Netherlands Exact portal products E-SYNERGY system, the establishment of a collaborative knowledge management platform for internal knowledge. The AMT system to schedule work flow as the center of knowledge, work tasks, and people closely linked to technology platform is a Web-based application interface, business members, employees can easily connect to the Internet system among the staff in any location to ensure easy access to the system. AMT well to help solve the knowledge sharing and knowledge transfer.

"We have been using until now, we can not work it out." Jing-Hua Xia said.

Recently, AMT has launched a call "a network of global resources system" real-time communication platform. "E-SYNERGY system mainly yes internal integration, while the 'global network of contacts resource systems' main is the integration of external resources. Zheyang we build a platform to Qiye members and Zixunzhuanjia Guwenjuji up. Yifang Mian Xuyaojiaoliu them and us, the other On the one hand they need to communicate between the form of knowledge transfer and sharing of internal demand. This is our most direct point of departure. "

System to ensure

Children in front of golf knowledge management, two aspects must be noted. Also because of the success of these two aspects that makes the success of knowledge management. One is the caddy in sharing recommendations, have been rewarded; Another proposal is to compile the master pitch process.

Can be seen, knowledge management is not a purely technical concept of the Absolute can not rely on a system solution, the system must be guaranteed to be successful.

First to ensure that knowledge management systems and daily work of staff closely, AMT all the work required information must be entered into the system. This information includes employee information, customer information, project information, documentation, etc., and that these data establish the connection between each other. In the knowledge management system, AMT requires not only knowledge management system, staff work plans and reports submitted, but also in knowledge management systems require employees to submit relevant documents in. After the end of the project have to do a project of the knowledge map, the project is clearly displayed document, but also require the staff to do projects and exchange lessons learned, not only made the exchange of documents but also through face to face delivery.

In addition, AMT have in-house training system. Each consultant will be asked to research a topic in his speech on the basis of sharing with other employees. These face to face communication activities more directly and effectively. It is also very good because these systems can ensure the implementation of knowledge sharing.

Second, the incentive system, "the contribution of knowledge" is the AMT on the staff assessment of the main indicators. AMT use of knowledge management, workflow management, in each quarter, according to the system in the staff report on the comparison and work plan to complete the evaluation of employees. Selected "the best contribution of knowledge workers." Best Employee Award has treated the rewards, but also to upgrade their duties, and "knowledge benefits" (such as a training opportunity) reward.

"We AMT knowledge sharing, has developed a strong culture." Kong Xiangyun said. "For example, the time now to share knowledge workers will not pay that one-sided, because we Knowledge is strong. Knowledge of each person to get the returns are greater than his pay."

"Knowledge construction started when it should have enough momentum, then a few people on the special arrangements to organize and maintain the previous documentation. First, let a certain amount of knowledge base, some predictive value. Will make employees feel Access is also willing to share valuable time out, snowball developed. Knowledge of the establishment of the first or to have nuclear, and nuclear or large enough. "

, "Reflect on our shared knowledge of AMT should be said to have done very well, and has developed a strong culture. However, we can not stop there, should seek to share more kinds of channels."

In advancing the sharing of internal resources, while outside the brain how to accelerate the integration of external resources is an important part of knowledge management. Jing-Hua Xia that "knowledge management should establish an integrated pipeline for the company, to the internal, external, implicit, explicit and effective management of knowledge together, and be able to effectively support its business. The combination of knowledge and services, further enterprises to create value. "

"Last year we set up a Research Institute of AMT, there are different sectors of enterprise information technology managers, and university teachers. We have been employed as expert consultants. To cooperate in carrying out a number of research projects." "This is a way, this ways may be commenced against a specific subject. There is also a long-term, such as the direction of a particular hot spot. is from the research point of view. start long term cooperation to form a TEAM. "

In the new "global connections system" real-time communication platform, the better integration of external resources to the enterprise. At the same time, AMT has also taken a number of face to face communication, the line of the activities under way, such as with corporate clients and experts regularly lecture on a topic of "knowledge Sharon." And the AMT has on the incentives of outside experts, such as some training and research funding on the alienation and so on.

Bottlenecks still exist

"Knowledge economy": the implementation of knowledge management in the AMT 6 years later, to the present there are no any obstacles?

Xia Jinghua: The biggest bottleneck is shared, and this is a question of awareness, concepts of the problem. We can not share the problem. For example we all are busy, no time to write experience sharing and knowledge management is a cost to do the knowledge it takes time for precipitation.

We have taken several measures, not only in incentives, mainly to knowledge management and behavior together. Knowledge management should be part of the work, not as that is something other than work. Foster a sense of the concept, should also become part of the assessment, not the only cultural advocacy.

"Knowledge economy": what knowledge management can bring business value?

Xia Jinghua: different companies to show their value is not the same. Now be more on intellectual capital, and it and knowledge management are complementary. The value of knowledge management is to help enterprises enhance intellectual capital. Performance in three areas, one is the human capital. Cadres of enterprises to enhance staff capacity. Second, organizational capital, how can one sum up the experience of the organization is formed to enhance the assets together. Third, relational capital, how to effectively integrate with external resources. No matter how much knowledge management, can not exist without these three.

For the AMT, the capital of the organization, we build the knowledge base has also made great achievements; in human capital, our ability and quality of staff promoted fast; the relationship capital on, AMT's brand image is constantly upgrade. And integrate experts in different fields.

"Knowledge economy": AMT implementation of knowledge management success where the place?

Xia Jinghua: Our success is driven by people, process, with the knowledge and technology are combined. The right people, he engaged in the industry, get the right knowledge, and to have a good platform to support him. This is the value of knowledge management solution and the key areas.

Links:

About AMT

AMT-Enterprise Resource Management Research Center was established in the establishment of September 15, 1998, is headquartered in Shanghai. Starting from a part the company (ERP), beginning a long list of URLs. In 2001, AMT is to integrate resources, the establishment of legal entities "Source Technology Co., Ltd. Shanghai enterprises."

AMT is the management philosophy, management tools and information technology, the longest established and most influential one of the authority of neutral information. Is also the first in China to conduct business management software application training and corporate management technology consulting, research leadership organization.

AMT focuses on "management consulting" and "IT services." AMT in the "IT planning", "process management", "knowledge management" consulting services in the field of excellence, and the first in the country that "Party Consulting (third-party consultation)" to promote the orderly development of consulting industry.






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Tuesday, October 5, 2010

JSP2.0 simple symbol library extension _SimpleTag



In jsp1.2 era marked a library, and powerful, but the tag library's programming and more complex calls led to the development of real use to the WEB's still not much. JSP2.0 introduced a simple tag library extension to solve the above problems. Simple tag library in a relatively JSP1.2 tag library, the advantages are: on the background of programmers: the structure is more simple and less implement an interface, you can easily daemon

JSP 2.0 has added the new to create self-labeled API: javax.servlet.jsp.tagext.SimpleTag, the API defines the interface used to implement simple tag. And there are interfaces in JSP 1.2 is different, SimpleTag interface does not use the doStartTag () and doEndTag () method, which provides a simple doTag () method. This method is called when the tag is used only once. The need to implement a Self made all the logical process, circulation and body tags are all in the way the assessment is implemented. From this perspective, SimpleTag can IterationTa g achieve the same effect. But SimpleTag methods and processing cycle is much simpler. There is also used to set the SimpleTag JSP content setJspBody () and getJspBody () method. Web container will use setJspBody () method to define a representative of the content of JspFragment JSP object. The program can achieve SimpleTag tag doTag methods needed in multiple calls getJspBody (). Invoke () method to handle JSP content. Production staff for the front page WEB: in JSP1.2 times, Taglib page call is actually more complicated, Simpl eTag + EL expression language greatly simplifies the Taglib call, to really do not know JAVA personnel can easily write JSP The purpose of the page.

Taglib write a page and call consists of three processes:

1. Background programmers to write the procedures to be invoked

Simple signs extension to achieve example:

java program RepeatSimpleTag.java: / / put WEB-INF/classes/jsp2/examples/simpletag following package jsp2.examples.simpletag;





2. Edit Tag flag description file, this file should be placed in WEB-INFjsp2 below, and this document should tld for the end of the file.

repeatTaglib.tld (symbol library description file, on the WEB-INF the following jsp2 below)







Use the label file (JSP fragment): simple tag extension mechanism using another simple way is through the label file. Label file is a resource file, Web page authors can use it to extract some JSP code, through custom functions to achieve code reuse. In other words, the label file to allow JSP page authors use syntax to create reusable JSP tag library. Label the file extension must be ". Tag". Surface label file and jsp1.2 the jsp: include directive in the include file seems to be the same, but in fact there are a few different tags files are generally relatively short and simple functionality and high re-use some code.

----------------------------

A simple tag file SimpleTag.tag this file into the following WEB-INF/tags



Tag file (JSP fragment) of the basic characteristics of the container can handle JSP JSP tag attributes to defer assessment. We know that JSP is first assessed the general attributes of JSP tags, JSP tags and then use in dealing with these properties, and JSP fragment provides a dynamic property. In other words, these attributes in the JSP processing the tag body can be changed when. Tag file is a text file format (JSP syntax) to achieve self-mark, which is a major new feature JSP2.0.

----------------------------

Label the file of tagged documents can be reused as a template to use. TLD attribute directive similar to the element, allowing the custom action attribute declarations.





Tag file for each set of related attributes, and sign documents Tag property set displayed under the corresponding results. Can be used in JSP2.0 tag library is greatly facilitated.







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