What Is Attention Management?

Attention management. Attention management was proposed by American scholar Herbert Simon. In his article "Designing an Information-rich World," he states: "Attention is a critical and scarce resource in most organizational decisions and decision-making processes.

Attention management

(Herbert Simon's terminology for management)

Attention management is based on excess information and lack of attention resources

Enterprise attention resource management is an application of intellectual resource management in response to the current situation of excess information and shortage of attention resources for individuals and organizations in the information age. In the era of the Big Bang, the technology that guides and regulates the attention of corporate employees on key issues, and the techniques to master consumers attention on products are

Management and regulation of attention resources There are various specific methods for the regulation and management of attention resources, but according to the characteristics of attention resources, we can use the following aspects:

Attention management case one

Analysis of attention management e-commerce

First, the possibility of application of attention management in e-commerce

In today's complicated and complicated information, e-commerce based on information technology will definitely produce a lot of problems. This exists objectively, but it does not mean that there is nothing to do. We can avoid these problems as much as possible by strengthening management and reduce the transaction cost of e-commerce. At this point, e-commerce is closely related to attention management, and it also makes attention economy produce important effect.

1. Attention management perspective.

Attention refers to the persistence of people's attention to a subject, an event, a behavior, and multiple kinds of information. Attention economics believe that the amount of information in the world is unlimited and that attention is limited. Limited attention will generate huge business value in the unlimited amount of information. At present, the emerging "new economy" based on the Internet is essentially "attention economy". In this economic form, the most important resource is not monetary capital in the traditional sense, nor is it the information itself, but the limited demand relative to the unlimited supply of informationattention. With the development of information, it is not the information that is valuable, but your attention. In the information society, hard currency is no longer the US dollar, and focus is hard currency. In order to live a good life in the new century, you should build and accumulate as much inventory as possible for yourself in all forms other than money.

In essence, attention management is a management activity in the post-industrial period, especially in a highly information-oriented society. The reason why attention can become "economy" is mainly based on the fact that relative to the rapidly expanding information, human's attention is increasingly insufficient; "attention economy" is the product of economic globalization, networking and information development ; People have gradually realized that attention is a kind of irreparable one-time resource. Attention is more important in an era when information is more abundant and choices are more diverse.

2. The basic connotation of e-commerce.

The essence of e-commerce is that in order to improve production, circulation efficiency, expand business areas, strengthen and improve connections with the outside world, electronic methods are used to achieve online transactions, collaboration, value exchange and exchange between customers, suppliers, partners and the general public. An economic activity of image publicity is an integral part of social informatization. According to the definition of IBM, e-commerce is the business of Web plus enterprise. What it emphasizes is the commercial application in the network environment. It is to put buyers, sellers, manufacturers and their partners on the Internet, intranet (Intranet) ) And corporate extranet (Extranet) applications.

In October 1997, the European Economic Commission held the Global Information Standards Conference in Brussels, Belgium. It clearly proposed a more rigorous and complete definition of electronic commerce: electronic commerce is between the parties, electronically rather than physically. Exchange or direct physical contact to complete any form of business transaction. E-commerce here includes electronic data interchange (EDI), electronic payment means, electronic ordering system, email, fax, network, electronic bulletin system, barcode, image processing, smart card Wait. A complete commercial trade process is complicated, including understanding the business situation before the transaction, inquiry, quotation, sending orders, responding to orders, sending and receiving delivery notifications, pick-up vouchers, and payment exchange processes, etc., involving capital flows, logistics, and information. Flow of flow.

3. The embedding of attention management in e-commerce.

Because the nature of e-commerce is an economic transaction activity based on a social information service platform, attention management is a management activity that raises the value of information proposed for the infiniteness of information in the information age. The operation process of e-commerce is a process of information collection, information identification, and information analysis. How to effectively find business opportunities in e-commerce, how to sensitively identify the true and false of e-commerce information, and how to select e-commerce information in a targeted manner. , Must use attention management. The use of attention management can reduce the blindness of processing e-commerce and improve the efficiency and value of e-commerce. The attention economy era and e-commerce have entered our lives at the same time. Attention is increasingly becoming the scarcest resource in this era. Enterprises and enterprises will compete more and more fiercely around the fight for attention.

The success of e-commerce depends on grasping the nature of the attention economy. Lock your own attention resources, inject them into the current e-commerce, provide targeted and practical services to your customers, and realize the value of the enterprise from customer satisfaction. This is the future development of e-commerce the trend of. Enterprises must be clear that developing an attention economy and attracting attention is not the fundamental purpose, but locking the effective attention is the ultimate mission of the enterprise, and the ultimate goal of the company is to convert effective attention into economic benefits.

Disadvantages in e-commerce operations

1. Lack of rules and serious problems of integrity in e-commerce.

China is still in the transition period from the traditional planned economy to the market economy. This transition is not only a change in the economic system, but also a cultural transition. Due to the imperfect laws and regulations, many enterprises do not pay attention to credibility. Due to its virtual characteristics, e-commerce is even more serious. Although you do nt have to leave the house, you can browse the various products in the online store through your computer screen with a click of a mouse, and then enter your home address and quantity. Then someone will deliver the selected products to your door. However, due to the virtualization of the transaction process, consumers cannot see the actual samples of the products beforehand and cannot face-to-face transactions, and the problems they are exposing are becoming increasingly serious. In the online survey, when asked "the user believes that the biggest problem in online transactions currently exists", "security cannot be guaranteed", "product quality, after-sales service and manufacturer credit cannot be guaranteed" are still at the top. The election rate is about 70%.

The core of e-commerce is online transactions. Credit issues such as "the product quality, after-sales service, and manufacturer's credit cannot be guaranteed", "the security cannot be guaranteed", and "the information provided online is unreliable" have become increasingly prominent. Not only has it not decreased, it has increased. This shows that the issue of integrity has become the number one issue for e-commerce. For e-commerce to develop rapidly and sustainably, it is necessary to speed up the construction of integrity issues. While building a credit social system, we must also acknowledge the objective fact of lack of integrity, and solve it through some effective management methods in the course of transactions.

2. Good and bad information release, serious business information flooding.

In the emerging media of the Internet, publishing information is not as restricted as it is in traditional media. Moreover, due to the virtual characteristics of the network, even if the general consumer is aware of the error of the information, it is difficult to investigate the company that posted the information, or even not know the address of the network company at all. As a result, some online companies have behaved unscrupulously, posting a variety of information online, or creating a variety of news to attract consumers or create so-called click-through rates to expand their business impact and seek economic benefits. . In such an environment, a large amount of information needs to be processed. The ability to analyze and process information may be the key to determining the success of a business transaction. However, this will inevitably waste a lot of time and increase a lot of transaction costs. Therefore, we should pay attention to methods when selecting business information, and use effective management methods to select information in a targeted manner.

3. Transaction cost issues.

The variety of products in e-commerce is too rich. The customer cost of e-commerce refers to the sum of the costs that customers spend on online transactions, consulting, and payment until the final product is in place. This is a completely network-dependent service. As long as consumers initially enjoy such services, they must bear the lowest cost of several yuan per hour, excluding the cost of adding corresponding hardware equipment and learning to use. Although it is not included in the operating cost of the merchant, as a user cost, it is an important factor affecting the development of e-commerce. If the user spends more on online browsing, querying, selecting, and paying than the cost of physical transactions, the user will give up the online shopping method. Therefore, although e-commerce has given birth to huge business opportunities, the real realization of profits requires detailed demonstration.

4. E-commerce "adhesion" is not enough.

There is a strong relationship between attention and e-commerce, but many companies ignore the huge potential for attention management development when doing e-commerce. Although the Internet has certain natural appeals, such as personalization and multimedia capabilities, the company's ability to use attention in e-commerce platforms has been very limited. Although website designers have tried to combine these favorable factors, progress has been modest and has not been effective. E-commerce platforms allow individual users to have personalized information according to their wishes, which is important for attraction.

However, ordinary website functions are far from meeting this requirement, and only those mature websites can truly personalize their content. Although the site's powerful search function connects people's attention to the information they need, the search results have been very inaccurate. To find the right information, people have to invest too much time. Network technology can indeed monitor attention, but there are still too many shortcomings in the entire measurement system that need to be developed and improved. For now, the shortcomings of e-commerce in attention management are hard to be optimistic. We expect that they will improve further over time.

Third, the application of attention management in e-commerce operation countermeasures

In order to better achieve the efficient operation of the e-commerce model, enterprises can construct an e-commerce operation model according to the attention management theory, so that it can better serve the development of e-commerce in China, enhance the competitiveness of enterprises in the network economy, and accelerate The pace of China's economic construction.

1. Integrate attention management in e-commerce information systems.

To implement the e-commerce marketing model, it is necessary to establish an information system based on information transmission. An information system contains many links and is composed of many subsystems. How to operate this system effectively requires an element of attention management. When establishing this system, the information release system should be able to release information related to its own company's products in a targeted manner, avoid the bombardment of information bombs, seize the psychology of consumers, and release relevant product information in a targeted manner. Corporate information can be accepted by corporate consumers in the shortest time and fastest;

At the same time, when receiving the business information required by the enterprise itself, it is necessary to collect relevant information in a targeted, fast and effective manner in accordance with the requirements of attention management. Of course, when analyzing and processing enterprise information, we must also follow the principles of attention management to better eliminate irrelevant information. Therefore, it can be said that the factors of attention management must be integrated into the design, establishment and operation of the enterprise e-commerce information system.

2. Use attention management to regulate e-commerce resources.

At present, the trend of informatization has swept the world, and e-commerce will inevitably become the mainstream of future business development. E-commerce resources have played a very important role in the survival and development of enterprises. How to manage tens of thousands of e-commerce information resources can be said that it has become an urgent problem for enterprises to solve. Study attention management and integrate this factor into e-commerce information resources, so that enterprise e-commerce resources can be classified and effectively concentrated, and e-commerce resources are transformed into attention management resources. To realize the transformation of e-commerce resources and attention management resources, there must be an e-commerce information system based on attention management, an organizational structure based on attention management, and a staff team based on attention management.

In information processing, whether this knowledge is explicit knowledge that is easy to code and communicate, or tacit knowledge learned in the process, its processing is based on the premise of occupying attention resources. This scarcity not only shows The relatively infinite increase in quantity and the limited information also manifest in the fact that it is not possible to process and process multiple information at the same time in distribution. Therefore, focus on information control and management should be clear, and try to avoid letting employees face too much irrelevant or unimportant information at the same time.

3. Form an e-commerce culture of attention management.

If the entire society can implement the attention management of e-commerce and the published e-commerce is accurate, objective and targeted, then the operating environment of e-commerce can certainly be effectively improved. Of course, it is more important to be able to form a cultural environment for e-commerce and promote the optimization of e-commerce information resources. For this reason, in addition to the principle of attention management in corporate e-commerce management, the government should also make a difference in this regard, and constantly improve the relevant laws and regulations on the release of online information, so that the release of e-commerce information meets the needs of society. Effectively meet consumer needs.

In response to the current momentum of e-commerce activities, relevant government departments should actively study the characteristics of e-commerce, quickly formulate targeted laws, regulations and policies to regulate e-commerce activities and increase the trust of businesses and consumers in e-commerce. . At present, Shanghai's relevant departments have taken preliminary measures to introduce the format and release regulations for the online version of business licenses for industrial and commercial enterprises, so that enterprises and consumers can view their business licenses online when needed, in order to increase the Understand and trust.

4. Enhance the attention design of e-commerce platform.

In order to solve the problem of "stickiness" of e-commerce, enterprises should design a website with abundant content, high attention and visual impact. Only by accumulating a large number of click-through rates, the corporate website will show its attractiveness and generate benefits. At the same time, a website with a high reputation should be selected as an auxiliary carrier for disseminating the information of the company, because the popularity and the attention are closely related. Although there are many people in the society who can create websites or webpages, there are not many websites or webpages with rich properties that attract the attention of Internet surfers or consumers, which restricts online companies to gain more attention. Therefore, companies must design a website with a simple structure, bright colors, rich content, complete catalogs, and clear navigation maps for themselves, and establish links on one or more well-known websites to promote the promotion of corporate sites and increase their attention. force.

Attention management is embedded in the design of each link of the e-commerce platform, so that the information of the enterprise can be easily accepted by consumers, while saving consumer transaction costs and improving customer satisfaction.

From the above analysis, it can be seen that with the impact of the global informatization trend, the Internet has achieved unprecedented development in China, and e-commerce has become a part of people's lives. This article mainly analyzes the three aspects of the possibility of the integration of e-commerce and attention management, the problems existing in e-commerce transactions, and the countermeasures of using attention management to improve e-commerce, and puts forward corresponding suggestions. Of course, there are other influences, such as e-commerce security, e-commerce technology, and e-commerce models, etc., all of which need further analysis and research.

In addition, due to the relatively short development of the attention economy, a complete theoretical system has not yet been formed, and its emphasis on attention is only a long-term asset. In order to make it a real purchasing power, customers still need long-term customer-to-business And sufficient trust, companies need to provide good products and services to customers, and the cooperation and support of various industries in the society, so we must correctly understand and treat the impact of attention economy on e-commerce.

Attention management case 2

Analysis of Modern Enterprise Market Positioning Based on Attention Management

1. Attention attracting is the pre-stage of people's choice. As early as 1996, former Intel president Andrew Grove (ASGrove) proposed that the whole world will start a battle for eyeballs. Whoever can attract more attention, he will Can become the master of the next century. Nobel Laureate in Economics HASimon also said that with the development of information, what is valuable is not information, but people's attention. However, regarding the definition of attention, there are divergent opinions but the essence tends to be the same. Here we quote Thomas Davenport and John Baker's definition in "AttentionEconomy": "Attention is for a specific piece of information When various information enters the scope of our consciousness, we pay attention to a specific one of them, and then decide whether to take action. "It is not difficult to find that the emergence of attention lies in a relatively subconscious one. Between the search and decision phases. It can be simply expressed as follows: As can be seen from the above figure, people must have a consciousness in order to respond to certain behaviors. This consciousness can also be said to be a potential demand. In this way, things will arouse people's desires and further search for related information. After obtaining a large amount of information, due to the scarcity of attention, people can only pay attention to limited specific matters, and ignore other matters or Ignore, and finally consider and make decisions and respond to behaviors that are already focused. It can be seen that attention as a resource is implicit between searching for information and making decisions. During the information search stage, if the matter can attract more attention and make people fully feel its importance , Then people have to respond to it accordingly. At this point, the value of attention emerges from it. Second, the company's market positioning should be combined with attention management. The word "positioning" was proposed by two advertising managers, Al Reese and Jack Kraut, and became popular. Positioning is the act of designing a company's products so that it can occupy a unique and valuable position in the minds of target customers. It first came into being in the advertising industry because of its inevitability, because corporate market positioning and people's attention management have a more hidden internal connection, and advertising itself is a necessary means to attract attention. The above picture is put in the market scope for research. It is based on the discussion of consumers. From the perspective of the enterprise, the consumer's search phase is the investigation phase in the process of enterprise market positioning. In this link, consumers are searching for products that can meet their needs. At the same time, companies are also conducting production research to find the most suitable consumers for their products that can bring profits to the company. At this stage, from the perspective of marketing, under normal circumstances, consumers are always in a passive perspective, and companies always look more proactive in order to achieve corporate profits. However, from the perspective of modern marketing, in order to better meet their needs and obtain more comprehensive product use value, consumers should express their desires and needs more fully and clearly, and attract companies to pay attention to consumers. On the other hand, in order to realize product value and find consumers, companies should introduce their products to consumers more comprehensively, communicate more with consumers, and then continue to improve on this basis Products to meet consumer demand, of course, companies can also gradually induce and guide consumer demand by attracting consumer attention. In order for consumers to make product purchases in the next stage, gaining their attention during consumers' search for information becomes a key issue for companies to successfully sell products. Therefore, the company's pursuit of the target market, that is, market positioning, should be combined with attention management and applied. Third, the inevitable connection between attention management and human internal needs. What attracts most attention to human internal needs is the hierarchy of needs theory proposed by psychologist Abraham Maslow. Progress from the lowest level needs to the highest level needs. Sort these needs in order of their importance:

Physiological needs

Security or safety needs:

The need to belong to or obtain approval from others;

The need for respect;

The need for self-actualization.

Thomas Davenport and John Baker in AttentionEconomy put forward many principles that attract people's attention. There are two basic principles. The first is the "survival principle: we are most concerned about the most important things related to the survival and reproduction of our species. Once these are satisfied, our attention will turn to those less urgent things." : The narcissistic complex is a very effective tool for concentrating personal attention. "It is easy to see that in order to attract people's attention, it must be combined with people's immediate needs. In economics, it is assumed that people are "economic people", and people always seek to maximize their own interests. From the perspective of the market, the reason why an enterprise's product can attract consumers is that the product can meet certain needs of consumers. That is to say, through market purchase behavior, the enterprise must obtain value, and consumers must obtain certain desire satisfaction through products. Consumers' decision-making in purchasing behavior should be guided by benefits to meet their needs. Attention management is based on people's own needs to consider acquiring attention resources. In the process of finding a target market, the company subdivides the market environment that the company faces, and considers more geographical factors, human statistical factors, psychological factors, and behavioral factors. In fact, from the perspective of analysis, market segmentation from these perspectives is also to find out more clearly the common tendency of people's needs in the same market segment. Therefore, we can try to find the corresponding demand group or stimulate the potential demand of the corresponding group as a guide to the needs that the product can meet at the beginning to guide their purchasing behavior. The rise of attention management has also begun to attract more and more "eyeballs" of enterprises. With little knowledge about them, many enterprises have fallen into the misunderstanding of attention. Enterprise market positioning is the key to enterprise development strategy. Therefore, the author has the following suggestions: 1. In the process of market positioning, many enterprises are superstitious about the huge economic benefits that attention can generate, and relying too much on advertising to create excessive Corporate "bubble". China's population accounts for 1/5 of the world's total population. No other media can have as much "eyeball concentration" as China Central Television. Shandong Qinchi Winery won CCTV's 1996 bid for 66.66 million yuan. Regained the bid for 1997 with 320 million yuan. Using the advertising of CCTV, Qin Chi earned enough people's attention, but ignored the fundamental quality of the company's development-product quality. In the end, Qin Chi just created a myth of "fast growth and fast death." But after that, another company, Aiduo, repeated the tragedy of Qin Chi. Through the tragedy of the two, Biao Wang has almost become a derogatory term for "huge money to create a name, but no fact". It is not wrong for an enterprise to attract people's attention, but it is also necessary for the enterprise to practice its internal skills, that is, the enterprise must not relax its requirements for product quality. 2. Mike Porter proposed three basic strategies for corporate competition: cost leadership strategy, differentiation strategy, and concentration strategy. The market positioning of an enterprise is closely related to the differentiation of the enterprise. When attracting consumers' attention, we must also pay attention to the differences in the needs of people in different groups. Even in the same market segment, there are slight differences in people's needs. . How much difference and what kind of difference an enterprise should introduce for consumers is a question that the enterprise should consider in consideration of factors such as product cost, market segment size, profitability of the enterprise in that market, and enterprise development strategy. 3. In the process of market positioning by combining attention management, attracting attention is only a prerequisite for creating communication between the enterprise and the consumer. Understanding and meeting each other's needs between the two needs to be further deepened. Therefore, enterprises should establish the concept of relationship marketing, unblock the channels of information transmission between enterprises and consumers, and establish a timely feedback system, such as setting up free consultation or complaint telephones for consumers. On the other hand, companies must realize that information communication is often disturbed by "noise". Therefore, companies should pay attention to the errors in the product information that the company wants to pass to consumers when they reach the recipients, and try to express themselves clearly and clearly. Intent to reduce consumer misunderstanding.