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美国加州圣地亚哥的老科特兹旅馆遇到了一个问题它极其需要一部新电梯,来为即将开业的屋顶餐厅服务,但是,专业工程师和建筑师的计划花费巨大而且差强人意,因为,每一层都要选出房间让电梯穿过,并且在底层还要挖电梯井。当专家们激烈讨论的时候,旁边一个普通的雇员插了一句:为什么不把电梯装到室外?如今,玻璃箱体的观光电梯在到达屋顶餐厅的同时,顾客们还可以看到旅馆外的风景。全世界都在复制和模仿它。本期封面文章的主题——“紫牛”就是要挖掘一些创新的商业模式和营销方法,这些方法不仅让人耳目一新而且能够带来商业上的巨大成功,而且整个过程充满刺激和快乐,就像是玩一个思考可能性的游戏。千万别以为紫牛是转基因牛,这是原YAHOO营销副总裁赛斯·高汀去年推出的营销著作的书名,这本书是2003年美国营销类的头号畅销书。
The Old Courtes Hotel in San Diego, California, has encountered a problem. It desperately needs a new elevator to service the upcoming rooftop restaurant. However, the plans of professional engineers and architects are costly and unsatisfactory because every floor is To select the room for the elevator to pass through, and to dig the elevator shaft at the bottom. When the experts engaged in heated discussions, an ordinary employee next to him said: Why not lift the elevator outside? Today, when the glass elevator lift reaches the rooftop restaurant, customers can see the scenery outside the hotel. . The world is copying and imitating it. The theme of this issue of the cover article - “Zi Niu” - is to tap some innovative business models and marketing methods. These methods are not only refreshing and can bring about great commercial success, but the whole process is full of excitement and happiness. It’s like playing a game of thinking possibilities. Do not think that the purple cow is a genetically modified cow. This is the name of the marketing book that was originally launched by Says Gotting, the former Vice President of Marketing of YAHOO. This book was the number one selling book of the US marketing category in 2003.