導讀：好創(chuàng )意(creativity)來(lái)自哪里？是書(shū)中的理論知識，還是目標明確的調查問(wèn)卷(questionnaire)？參加完聯(lián)想筆記本營(yíng)銷(xiāo)創(chuàng )意大賽后，學(xué)生們對創(chuàng )意有了全新的理解。
http://www.i21st.cn/story/529.html
Let's put our heads together
聯(lián)想筆記本營(yíng)銷(xiāo)創(chuàng )意大賽走進(jìn)校園
聯(lián)想集團副總裁劉杰為冠軍團隊頒獎
FROM 21st Century
PUBLISHED: 2009-06-12
過(guò)去，人們常認為好的創(chuàng )意和革新來(lái)自一個(gè)人的智慧和好的見(jiàn)解。但是，在最近一場(chǎng)全國范圍的聯(lián)想最新型筆記本營(yíng)銷(xiāo)創(chuàng )意大賽上，10組參賽選手對創(chuàng )造力有了不同的理解。
People used to think of creativity and innovation as a flash of wit or a bit of good thinking. But 10 student-groups competing in a national marketing contest, designed to promote Lenovo`s latest notebook, got a different look at creativity.
上周的活動(dòng)讓他們深刻體會(huì )到，小組調查、合作以及意見(jiàn)的折中同樣可能產(chǎn)生好的創(chuàng )意。
Last week`s event showed them that it could also come from group research, teamwork, and compromise.
聯(lián)想集團副總裁劉杰對學(xué)生們的工作給予了高度評價(jià)，稱(chēng)（這些創(chuàng )意）“實(shí)用性和原創(chuàng )性都令人驚嘆不已”。
Liu Jie, vice-president of Lenovo, described the students` work as "shockingly practical and original".
此外，劉杰還認為，與單純的促銷(xiāo)相比，在這種實(shí)際產(chǎn)品推廣競賽中，學(xué)生們能學(xué)到更多東西。這不僅有助于學(xué)生了解整個(gè)商業(yè)流程，更重要的是還能提高他們的綜合能力。
Liu thinks that this kind of real-product-based competition lets students learn more than just promoting a product by themselves. It explores the whole business process and, more importantly, how to improve one`s overall ability.
北京郵電大學(xué)代表隊
Beijing University of Posts and Telecommunications
銷(xiāo)售策略：我們將學(xué)生消費群體按照性別分為兩大類(lèi)，為之制定了不同的銷(xiāo)售策略。例如：向男性群體主推電腦游戲，而為女性群體提供團購機會(huì )。
By separating the student consumers into female and male groups, different sales strategies were arrived at. For instance, there were PC games for the males and group purchases for females.
點(diǎn)評：
Comments：
這個(gè)團隊的優(yōu)勢在于，所有人都并非經(jīng)濟學(xué)科班出身，因此沒(méi)有受到任何先入為主的銷(xiāo)售理念干擾，每個(gè)人的創(chuàng )意都十分獨特。
None of the team members were economics majors, and that helped them not to take a "should-be" approach to the issue. Every team member had unique ideas.
然而，另一方面，這也讓他們在討論過(guò)程中爭執不休，大大降低了工作效率。
They fought over the issue in process, which was really inefficient.
他們決定給每人一個(gè)展示自己想法的機會(huì )，最后再綜合這些創(chuàng )意制定一個(gè)完美的營(yíng)銷(xiāo)計劃。
Then the team decided to give everyone a chance to present their own idea, then the group took them all to make a perfect marketing plan.
但是，光有好主意是遠遠不夠的。把工作細化、分配到人，并設定完成期限，才能確保項目最終成功。
Good thinking was far from enough, so specific work was assigned to everyone and set deadlines to ensure project`s success.
山西財經(jīng)大學(xué)代表隊
Shanxi University of Finance and Economics
銷(xiāo)售策略：強調年輕文化，利用個(gè)性化筆記本的特性來(lái)吸引年輕消費者。
Emphasizing youth culture, using personalized notebook options to attract young consumers.
點(diǎn)評：
Comments：
這個(gè)團隊的隊員都來(lái)自市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)，他們并不缺乏理論知識。但現實(shí)往往復雜得多。
As marketing majors, they are taught theories. But the real situation is much more complicated.
在準備期間，為了解學(xué)生們對特定產(chǎn)品的消費需求，他們花了大量時(shí)間做實(shí)地調查。
While preparing, they spent a major amount of time doing research on campus to find what students really wanted from a particular product.
他們在校園內發(fā)放了上萬(wàn)份調查問(wèn)卷，并與學(xué)生廣泛交談，以便勾勒出一份市場(chǎng)藍圖。
They sent out thousands of questionnaires and spoke with students all around campus to get a real picture of the market.
對這個(gè)團隊而言，創(chuàng )意就等于努力工作和激情投入。
For them, creativity equaled hard work and real passion.
山東大學(xué)代表隊
Shandong University
銷(xiāo)售策略：將筆記本的新功能與學(xué)生日常生活結合起來(lái)，使它成為大學(xué)生活中不可或缺的一部分。
Combining new notebook functions with student`s daily lives to make the device an indispensable part of the college years.
點(diǎn)評：
Comments：
在兩個(gè)月的準備時(shí)間內，這個(gè)團隊每一位成員都是忙到午夜才入睡，早上不到六點(diǎn)就起床。
During the two months of preparation, everyone went to bed at midnight and got up before six.
然而，就在比賽的前一天，他們否決了原計劃。盡管如此，隊員們都茅塞頓開(kāi)，新創(chuàng )意源源不斷地涌現出來(lái)。
They killed off the original plan only one day before the competition, but everyone was inspired, and the new ideas kept coming.
決賽前一晚，每個(gè)人熬夜趕工，反復檢查計劃。正是這種團隊精神讓他們堅持到底，不斷嘗試更新更好的想法。
The night before the final, everyone stayed up and went over the plan again and again. That unity kept the team from giving up and we tried new and better ideas.
浙江工商大學(xué)代表隊
Zhejiang Gongshang University
銷(xiāo)售策略：向校園情侶推廣"愛(ài)情"主題筆記本，并采取打折、贈送紀念品等促銷(xiāo)手段。對于單身學(xué)生，則加之以NBA籃球明星卡來(lái)吸引顧客。
Promoting love-themed notebook for campus couples with discounts and a souvenir. For singles, add an NBA player`s card to attract more students.
點(diǎn)評：
Comments：
這個(gè)團隊從其他對手的預賽提案中汲取了很多優(yōu)點(diǎn)。為尋找靈感，他們不畏路遙，甚至去很遠的學(xué)校拜訪(fǎng)取經(jīng)。
The team`s edge came from learning from other groups` presentations in the preliminaries. They even visited groups on faraway campuses for inspiration.
通過(guò)分析所有競爭者的方案，他們取長(cháng)補短，不斷完善自己的策劃。
By analyzing all of the competing plans, team members found ways to improve on other people`s ideas and better develop their own.
評委之一，北京《V-marketing》雜志總編 齊鑫（音譯）評述：
Judge`s comments: Qi Xin, editor-in-chief of V-marketing magazine, Beijing
學(xué)生們整體表現出色，不僅在市場(chǎng)銷(xiāo)售方面，而且在發(fā)展社會(huì )及個(gè)人能力上做得很好。
The students did a great job, not only in marketing, but also in developing social and personal skills.
通過(guò)針對目標群體進(jìn)行產(chǎn)品調研及定位，他們可以學(xué)會(huì )如何發(fā)掘自身優(yōu)勢并善加利用。
Through research and positioning the products in front of the target group, they could learn how to explore their own advantage and better see how to make use of that advantage.
同時(shí)，他們還能學(xué)會(huì )如何在今后的求職中更好地進(jìn)行自我銷(xiāo)售。
They also learned how best to promote themselves in future job hunts.
通過(guò)參加這類(lèi)全國性活動(dòng)，學(xué)生們可以把交際圈擴展到全國各地，并開(kāi)始建立起自己的“人脈”。
At this kind of national event, they made friends with students from all over the country and already have started building "business" connections.
(Translator & Editor: Wang Zi)
閱讀工具
barber 理發(fā)師
compromise 妥協(xié)
indispensable 不可缺少的
preliminary 預賽
sour 變壞、變糟
wit 智慧
incompetence 無(wú)能
