Over a Billion in Value: The Story of Human Nature Planning

Author: Zhang Huixin
Publisher:
Publish Date: 2004-05-01
Features: "Planning" is essentially "countermeasures," which refers to relatively appropriate strategies. "Strategy" is a systematic approach of "opposition, targeting, relative, and absolute." In the face of all dynamic changes, the only unchanging change is the infinite array of countermeasures. "Opposition" refers to ideas and strategies that are the opposite of the original policies and methods; "targeting" refers to the focused goal object, which is positioning strategy; "relative" refers to strategies that are relatively appropriate for different situations; "absolute" refers to accurate and reliable strategies. The cases in Value Over a Billion adopt strategies that are suitable for people, timing, and place, meaning that a unified line of thinking and attitude have achieved the purpose of planning. Every case has value, with only differences, not superiority or inferiority. The advantage is the value, which is worth studying and learning. Effective planning is a crucial topic for Chinese enterprises expanding into domestic and international markets, as well as a high-level service tool for advertising companies. Based on over a decade of practical planning experience and nearly a decade of research, author Zhang Huixin proposes the concept of "humanistic planning," believing that the high efficiency of planning comes from the integration of the subject's resources and the object's resources. The author emphasizes the integration of the subject's resources and the object's resources, as well as the intensive and creative combination. In recent years, the author has delivered dozens of speeches across the country, sparking strong responses from the industry. In this book, the author applies the perspective of humanistic planning to analyze 15 highly effective advertising planning cases that emerged in the new century in an accessible and insightful manner. Clearly revealing the mysteries behind these billion-value strategies, the book comprehensively explores the successful patterns of integrating various object resources, especially human resources. In each case analysis, the author identifies the winning point of billion-value value for readers. This book is highly practical and instructive for enterprises, brands, advertising companies, and individuals facing the market.