Cheng Rui
Cheng Rui
Cheng Rui was born in Jingmen, Hubei Province,
Government creative industry consultant,
Enterprise innovation strategy expert, brand management expert;
Member of the academic committee of China Advertising Association;
Founding member of Shanghai Federation of literary and art circles Shanghai Creative Designers Association;
The author of how to be a creative person;
"2010 Shanghai World Expo advanced individual" honorary title;
Now he lives in Shanghai Pudong Disneyland international tourism zone and works in the communication and exhibition business department of Shanghai World Expo Group, the operation organization of Shanghai World Expo.
Industry impact
Mr. Cheng Rui used to be a young member of the national top academic institution of advertising discipline, and one of the domestic experts on business innovation strategy and creative industrialization. His main research fields are innovation strategy, innovative thinking, design management, design history, art market, etc. he not only pioneered the idea of establishing a "business creative quality management system", which changed the embarrassment of "three noes" of creative service products, such as no threshold, no standard and no actual effect, and greatly enhanced the value of the consulting industry; moreover, his theory of "brand entrepreneurship" brought the popular theory of "brand management" back to the reality of the Chinese market at one stroke; he proposed it for the first time "Welcoming the era of creative strategy" not only opens a new window for the current enterprise management consulting, but also becomes one of the achievements in the construction of China's innovation driven society. he published "how to be a 4A creative person" and other industry Monographs in his early years. He is also an independent winner of several gold awards of authoritative awards such as the Asia Pacific Advertising Award of Taiwan times and China International Advertising Festival. He was invited to participate in the world's top creative exhibitions such as the Cannes award of France. as a practical and academic authority in the industry, he devotes himself to the practice and research of creative industries such as product innovation and design, communication planning, fashion jewelry and art investment appreciation. He is also an expert in Shanghai Volkswagen, Dongfeng Yueda Kia, Korea Shuanglong automobile, Hyundai Heavy Industry, Tsingtao beer, Changyu liquor, Changhong Electronics, ZTE, Nippon Paint, China Merchants Bank and Shanghai Pudong Development Co., Ltd Bank and other well-known enterprises at home and abroad brand operation behind the scenes experts. In addition, he is invited by many domestic enterprises to give lectures, and he is also a special lecture expert from many domestic universities.
Main achievements
Independent winner of gold award of 2010 China Automobile Advertising Festival, independent winner of gold award of 2009 China International Advertising Festival, independent winner of gold award of 2009 China automobile brand conference · advertising review list, guest speaker of "international advertising creative development trend Summit Forum" of 2009 China International Advertising Festival, independent winner of 2008 Taiwan Times Asia Pacific Advertising Award, invited to participate in 2007 Cannes advertising award of France and oneshow award of USA 2006 China outstanding marketing award outstanding award 2005 advertiser · China case award Gold Award 2004 Guangdong advertising exhibition Bronze Award 2001 China first jewelry design Grand Prix outstanding award independent winner 2001 Hubei Fine Arts Exhibition watercolor class outstanding award 10 academic articles and cases published in modern advertising, international advertising, business review, China business daily, art review And design and other popular national core journals.
Representative works
Title: how to be a 4A creative person? Pages: 231. Pricing: 59 yuan. Publishing House: China Construction Industry Press. Publishing time: August 1st, 2008. Binding: paperback. Format: 16. 1. A masterpiece of strategy creation execution design, which is compiled by a senior creative person. 2. A Book connecting school and city The best creative course of the field. 3. This is a step-by-step course from the front line, integrating marketing, strategy, creativity, implementation, design and other majors, explaining the whole process of advertising production. It is a course that really takes advertising design as an interdisciplinary and practical subject to elaborate.
Main theories
1. ICP integrated creative planning theory: integrated creative planning
in view of the trend of combining art design and business management in MBA education in Europe and America in recent years, and Qian Xuesen has repeatedly promoted the educational idea of combining science and art, ICP integrated creative planning theory is the theoretical thinking and experience summary of the new economic trend. First of all, it breaks the previous inherent boundaries of marketing communication and product development, and breaks the boundaries of all kinds of service providers in the market.
2. CQMS: creative quality management system
the industry without value standard is immature, and the discipline without evaluation system cannot be an independent discipline. Mr. Cheng Rui pioneered the proposal of establishing a "business creative quality management system", which changed the embarrassment of "three noes" of creative service products, such as no threshold, no standard and no actual effect, greatly enhanced the value of the consulting industry and promoted the progress of China's business innovation.
3. BP brand Entrepreneurship: brand pioneer
first there is brand entrepreneurship, then there is brand management. Mr. Cheng Rui thinks: Chinese enterprises start from "product entrepreneurship" to "brand entrepreneurship"! What we need most is "brand entrepreneurship", not "brand management"; what we need most is a think tank for brand entrepreneurship, not an accountant for brand equity management. The theory makes the vast number of advertising marketing staff suddenly enlightened, timely recognize the reality of Chinese enterprises.
Excerpt of views
1. Chinese businessmen are mainly divided into three types: interpersonal businessmen, technical businessmen and psychological businessmen.
Chinese traditional "life culture" has bred a large number of network type businessmen. Modern natural science has nourished a small number of technical type businessmen. However, modern social science in China has led to a great lack of psychological type businessmen. But only this type of businessmen are good at understanding the general public and building a brand.
2. Doing business is nothing more than meeting people's needs, and the seven sins are the most desired needs of human beings
gluttony - food; laziness - all technology products; envy - market segmentation (tailor-made for you); Pride - the power of the brand (clothing, luxury, to meet its vanity); greed - discount promotion (to meet the psychology of greed for cheap); lust - food, sex (beauty advertising is always effective); anger - the reason to go shopping. Think more about what things in your life you are not satisfied with? What's missing? How can you make yourself more comfortable? Then do a survey, is it common? Think again, what products can meet this demand? Keep in mind that "satisfying seven sins" can create value and make money!
3. Put forward the concept of "inverse quotient"
High IQ allows you to efficiently learn and memorize the existing knowledge, so that you can inherit the existing civilization. "Counter quotient" will let you break through the shackles, create new relations between things in an illogical way, let you see the world as a spectator, let you create a new civilization, let you become an inventor and a creator.
4. Don't innovate if you have nothing to do. Innovation is not your goal,
It's a means of business development. Creativity is a way to make advertising effective, but it's not all. Sometimes it's useful to keep it and imitate it. The principle of consistency is to solve specific problems.
5. Propose the topic of "design patent monopoly":
From the Milan Furniture Exhibition, we can see that Chinese enterprises have been facing the monopoly of technology patents, but now they are facing the monopoly of design patents. You can't use the technology used by others before, and you can't use the design ideas used by others now, even if you make cars behind closed doors. It is expected that Chinese enterprises will break through the blockade when the international technology patents are closed.
6. Design is the translation of section / interface.
Good products look extremely simple and approachable - this is the design of "human-computer interface". interface / section / interface design: a kind of symbol, a kind of code, which consumers are good at understanding, is related to their living habits and common sense. It is also related to technology, function and information purpose. In fact, advertising communication is also a interface design. 7
·To be a brand, we need to study the dynamic consumer psychology,
Do products to study the static material technology. They can be classified into different categories, and understand the conceptual characteristics of different categories to deal with and deal with. 8
·Brand's "Inception":
Memory is the primary stage of a brand, trust is the intermediate stage, and dreaming for customers is the advanced stage. ? the R & D department is the creator and the brand department is the dreamer. ? brand marketing is to carry out "bias implantation", try every means to create dreams, find clues of bias for customers, and finally let them self implant bias. 9
·The art of brand fame:
Being a brand is a bit like being an art. It's a long-term process of accumulation. Although there's nothing to gain before becoming famous, it will grow in value after becoming famous. It's true that not every enterprise should do it. Entrepreneurs without long-term ideals can't afford it. Three minutes on stage, ten years off stage. According to the right way to accumulate brand equity, one day there will be great achievements. But the good thing is that you don't need talent to be a brand. 10
·Government advertising and corporate news:
News is the government's advertisement, and advertisement is the enterprise's news. The government needs news stations, and enterprises need advertising stations. Otherwise, it's underground party, underground workshop. 11
·Advertiser
Chinese PinYin : Cheng Rui
Cheng Rui
