MBA日常｜ 英国牛津访学最终篇
今天写文回忆上上周的事情，我就有点不记得了，我这🐷脑子。回想了一下，最后两天基本上是上课、毕业🎓、购物🛍️，所以我就合并一起写✍️个最终章，来记录📝在英国🇬🇧访学的美好时光吧！
01 上课：消费心理学
invest 200,000💷 for faster elevators Install mirrors next to the elevators
Universal + Fundamental Drivers + Idiosyncratic = Behavior
Safety + Love/belonging + Esteem + Self-actualization
People are motivated by a need for cognitive closure Allowing cognitive closure by closing the lid makes people feel more satisfied
量表题目
我更喜欢复杂问题而不是简单问题 我喜欢承担需要大量思考情况的责任 思考并不是我觉得有趣的事情* 我宁愿做一些不需要太多思考的事情，而不愿做一些肯定会挑战我思维能力的事情* 我试图预见并避免可能需要深入思考的情况* 我在深思熟虑、长时间的思考中可以找到满足感 我只会尽必要的努力去思考* 我更喜欢考虑小的、日常项目而不是长期的项目* 我喜欢那些一旦学会了就不再需要太多思考的任务* 依靠思考来取得成功的想法对我很有吸引力 我非常喜欢需要找到新方法来解决问题的任务 学习新的思考方式并不会让我感到非常兴奋* 我更喜欢生活充满了我必须解决的难题 对我来说，抽象思考的概念很吸引人 我更喜欢一个需要考验智力、困难且重要的任务，而不是一个虽然重要但不需要太多思考的任务 完成一项需要大量脑力劳动的任务后，我感到的是解脱而不是满足* 对我来说，只要有什么能保证完成工作，我不关心它是如何运作或为什么能帮助完成工作* 即使问题与我无关，通常我最终还是会深思熟虑
分数分析
Lower : lower likelihood of elaboration ; Engage in heuristic processing ; Greater focus on peripheral cues; Greater reliance on superficial aspects; Processing can be automatic; Behavior may be a better predictor than evaluation Hight: Greater likelihood of elaboration; Engage in systematic processing; Greater focus on central cues; more reliance on substantive claims
问卷题目
与大多数人相比，你通常无法从生活中的到你想要的吗？ 在成长过程中，你会“越界”做父母不能容忍的事情吗？ 你多久完成一次让你“振奋”起来进而更加努力工作的事情？ 你在成长过程中经常惹父母生气吗？ 你经常遵守父母制定的规章制度吗？ 在你的成长过程中，你有没有过让父母觉得是令人反感的行为？ 在你尝试的不同事情上你经常会做得很好吗？ 不够小心有时会给我带来麻烦 当我去实现对我来说重要的事情时，我发现我的表现并没有我理想中想做的那么好 我觉得我在生活中已经朝着取着成功的方向迈进了 在我的生活中，我发现我很少有爱好或活动能引起我的兴趣或激励我努力
分数统计：提升分数=1+3+7+9+10+11；预防分数=2+4+5+6+8；最后结果为提升总分➖预防总分 分数分析
Promotion : Innovation seeking , focus on pleasurble, positive outcomes Prevention: Risk averse, focus on preventing painful negative outcomes, security goals
Significant opportunity to address higher-order needs Sustainable competitive advantage by tapping into fundamental drivers of behavior By priming higher-order needs, we can increase the value our core competencies
02 上课：产品&品牌管理
four elements which are its brand meaning, brand manifestations, internal brand stakeholders and external brand stakeholders, and the intra- and interpersonal sense making and sense giving processes which are underlying the dynamic development of its component parts and subsequently the evolution of the entity as a whole
They are brands with active belief They have confidence rooted in capability They stay vibrant in an ever-changing world
A 'letmotif' (common thread) that runs through the definiing characteristic of passion brands is the juxtapostion of steadfastness and dynamism Brand belief is the rock, the enduring foundation on which the brand is not so much build (that would be too rigid a metaphor), but on which it thrives as living, exuberant, sensitive organism
The ethos of the organization, and all the values associated with its brand, both current and past, and includes , where possible/ appropriate, the foundational beliefs A set of principles, a credo, a statement of purpose, a list of values
Customers: the basics, the brand in their lives; consumption on their lives and their lives Non-customers: who use the category but not your brand; who don't use the category at all
The company's abilities, it's invisible assets like the distribution network or trade relationships, its source of authority and potential cultural bias Product and / or service range A capability analysis will also look at the financial situation of the organization What are you good at and why ?
Micro-Trends: the category and its assumptions; the immediate competitive set ; category hotspots and warninbg signs Macro-Trends: zeitgeist, pestel trends( politics, economics, social, technology, ethics, legislation)
Traditional position is too obsessed with the consumer A strong brand positioning should be based on the beliefs, the philosophy and the true values of a brand/ organization as wells as an in-depth understanding of the consumers and the wider marketing environment
两个机构合并 产品组合的变化/ 新产品的推出 管理层收购 销售额下降/ 市场状况变化 社会思潮正在改变/ 新的战略方向/ 品牌已经过时 竞争使原始定位变得无效 增加使用场合/ 与消费者的相关性/ 引入新客户
这里可能要略过了，中午我和一个小妹妹一起干饭，然后过了上课时间⌚️......
Yeah, its our final day at Harris Manchester College. Time files. 每位同学换上了正式套装，参与证书授予仪式，和老师们合影。梦回第一天，我们在教堂⛪️里上课，昏暗的灯光，期待的眼光，一直到如今快乐的毕业🎓。
在访学证书发放完毕后，我们便开始正式的晚宴，牛排、甜品等一份一份的放在身前。牛力博士慷慨激昂地演讲，再次渲染了离别的些许伤感。在觥筹交错间，我们的牛津访学之旅也渐近尾声。
END
读书笔记：
点个在看你最好看
