卧龙国际知识经济研究院：《OK策划决策模式》讲义.pdf_大学文库

5 ☞ OK 2 原则：要忘记一切专有名词和专业术语，忠实地使用实施者喜闻乐见的语言，不厌其烦地把推理案变成决策案，并口诀成纲便于首长记住与传达，并突出要点便于管理者深入与分解。 ☞ OK 3 原则：要忘记所有的辩证法，一步一回首、步步为营、阶段划章、部门划节、字句到人地把决策案变成执行案。 ☞ OKOK 原则：OK 模式的决策目标是建立一个全方位的策划决策工具箱，它的决策点有四个，即一模三库；一模是 OK 模式，是理论建构；第一库是商理库，内存各种商务的特别逻辑；第二库是定理库，内存古今中外经典策划决策案例；第三库是推理库，内存与定理同脉相连，又有所改造、发展、完善的典型案例。 6 目录 OK 忠告 OK 的身世 OK10 原则自序 OK 模式导读第一部策划与决策 1．决策与管理 ··········· 3 厂长与水果王的对话············································· 3 诸葛亮·司马懿·下岗职工································· 5 经营·决策·管理——一母两子 ························· 7 2．决策与判断 ··········· 9 有权力说出大家都知道的逻辑····························· 9 有资格引用昨天的正确······································· 10 有渠道仿效别人的成功轨迹······························· 11 有胆量两利相权取其重······································· 12 决策是正确性的判断··········································· 13 3．决策与策划 ···········14 当你一无所有的时候··········································· 14 威胁会给你至高无上的创新权力 ······················· 15 失败往往是两次 ·················································· 16 向马太献礼是人的本性······································· 17 策划是优势性创新··············································· 17 正确性与创新性是决策的两个基本点 ··············· 18

7 策划领域与对象 ·················································· 19 4．策划论文 ············21 论文一倾斜只需重一克··································· 21 论文二领先只需半步多··································· 23 论文三月球上没人··········································· 25 论文四策划五不是··········································· 27 第二部 OK 原理 1． OK 模型 ············35 一个充满天机的模型··········································· 35 独立策划商 ·························································· 37 投机商·································································· 43 投资商·································································· 46 连锁商·································································· 50 2．关于 O ·············53 思维环路——决策目标·决策点·决策环········ 53 思维往返——正环与反环··································· 55 思维网路——交环与选环··································· 57 思维体系——决策环系······································· 60 思维原则——变环与环变··································· 63 思维萌芽——残环··············································· 66 3．关于 L··············68 决策基因的成分构成··········································· 68 经验······································································ 69 知识······································································ 71 信息······································································ 73 8 思维方法······························································ 75 决策基础······························································ 76 4．关于 K ·············80 判断功能······························································ 81 创新功能······························································ 84 5． OK 主导过程··········92 第三部 OK 处方 1．没有 OK ············97 处方 1 自杀是自愿的——无错原则 ················ 97 处方 2 你还有不用权的权力——无辜原则····· 98 处方 3 让今天的危机去找明天跳舞去吧！ ——无患原则····································· 100 2．没有 K 的 OK ········ 103 处方 4 用凤尾做鸡头——跟随原则 ·············· 103 处方 5 用祖宗的秘方没错——继承原则······· 105 处方 6 近路不如熟路——勤奋原则 ·············· 106 3．没有 O 的 OK ········ 109 处方 7 险路或许不是条死路——闯荡原则··· 109 处方 8 既使是乱哄哄地前进也比有秩序地停滞好 ——不停原则····································· 111 处方 9 只要是更好的就采用——改进原则··· 112 4． OK 不 OK ·········· 115 处方 10 不要错把现实当长远 ——防近视原则 ······························· 115

9 处方 11 罂栗之美不可沾 ——防习惯原则 ······························· 117 处方 12 恢恢天网一般不漏 ——防唯利原则 ······························· 119 5． OK 再 OK ·········· 121 处方 13 一箭多雕之射要万无一失 ——保重点原则 ······························· 121 处方 14 用伏笔把成功连接起来 ——再成功原则 ······························· 122 处方 15 助人如助己，双赢至上 ——借成功原则 ······························· 124 第四部 OK 应用 1． OK 与企业创业 ······· 131 2． OK 与企业诊断 ······· 134 3． OK 与企业管理 ······· 138 4． OK 与企业发展 ······· 142 5． OK 与企划部门建设 ····· 146 6． OK 与企业决策管理 ····· 150 第五部 OK 法式 1．商理――精辟的逻辑 ····· 157 OK 法式与策划决策人进步······························ 157 商理规范···························································· 160 例1 交友资产论··············································· 161 10 例2 “产品（服务）——市场”组合论 ·········· 164 例3 大机遇理论··············································· 198 例4 海外风险资本试占中国市场的第一步建议·· 205 2．定理――源头案例 ······ 211 例1 本顿低值投资定理 ··································· 213 例2 洛克菲勒王牌牵动项目运作定理············ 215 例3 尤伯罗斯分解融资定理···························· 218 例4 可口可乐特许权嫁接生态定理················ 221 例5 福特成本倒推管理定理···························· 225 3．推论――典型同脉案例 ··· 229 例1 本顿低值投资定理赫希洪股市投资推论······························· 231 例2 本顿低值投资定理陈玉书工艺品投资推论··························· 233 例3 洛克菲勒王牌牵动项目运作定理王志刚碧桂园地产运作推论··················· 234 例4 洛克菲勒王牌牵动项目运作定理史宪文绿城观光农业运作推论 ··············· 237 例5 尤伯罗斯分解融资定理钟华生地产分解融资推论······················· 240 例6 福特成本倒推管理定理邯钢成本倒推管理推论··························· 242 第六部 OK 资本论 1．资本的概念 ·········· 247 资本···································································· 247

11 注册资本···························································· 254 资本的数量与质量············································· 259 2．资本的生长 ·········· 268 资本生长基 ························································ 268 资本生长规律 ···················································· 274 3．资本的位移 ·········· 284 资本的环内位移 ················································ 284 资本的环外位移 ················································ 286 资本的侵略性 ···················································· 292 第七部 OK 公司论 1．公司生态 ··········· 297 公司的界与接点 ················································ 297 公司的体与型 ···················································· 302 2．公司战略 ··········· 310 战略···································································· 310 专业化································································ 313 公司战略转型 ···················································· 322 多元化································································ 326 公司多元关联度 ················································ 332 第八部 OK 经营论 1．选项·············· 338 2．融资·············· 346 股权融资···························································· 346 招商融资···························································· 352 12 贷、借款融资 ···················································· 355 其他融资···························································· 362 3．选用人 ············ 364 4．管理·············· 374 制度原则···························································· 374 组织机构···························································· 380 工资与职工待遇 ················································ 383 其他···································································· 385 5．市场营销 ··········· 390 营销前的准备工作············································· 391 广告···································································· 397 营销体制···························································· 401 促销手段···························································· 408 第九部商务策划师实务 1．外在表现与内在素质····· 416 外在表现···························································· 416 各种来源···························································· 423 内在素质···························································· 426 2．知识结构 ··········· 430 3．创新技法 ··········· 438 功能组合法 ························································ 438 分解招商法 ························································ 440 瞬间补缺法 ························································ 441 王牌创造法 ························································ 445