From February 14th to 17th, IBM supercomputer Watson participated in the most famous intelligence quiz show in the United States, Dangerous Edge, and began a fierce battle with two champions of the show.
This is the second man-machine battle in human history. As early as 1997, IBM launched the computer "deep blue" chess match with chess master Kaspalov. The chess game of that year tested the logic processing ability and mathematical calculation ability of “deep blueâ€, and the “Intelligent Q&A†in the “Dangerous Edge†program tested the language analysis ability of “Watsonâ€. This is undoubtedly a bigger challenge. .
The Dangerous Edge program covers a wide range of issues such as history, literature, politics, art, entertainment, and science. Problems often include subtle meanings such as irony, riddles, and other expressions, and require the respondent to quickly answer. This requires computers to understand the ever-changing, even ambiguous, language of human expression.
A game that "will not lose"
The three-day IBM man-machine war ended with Watson winning. "Watson" is undoubtedly the embodiment of IBM's overall scientific and technological strength. According to Pan Yue, senior manager of IBM China Research Institute, "Watson" was completed by IBM's 25 scientific research staff after four years of research. The nationality of the researchers spans China, Japan, Israel, etc., integrating IBM's innovative DBQA analysis software, 10 units. IBM POWER 750 server and DB2 software and hardware technologies.
It is not so much that the human-computer war is a demonstration of IBM's scientific and technological strength. Rather, it is IBM’s another victory in corporate brand marketing. Dangerous Edge is the top three television programs in the United States, and is also the hottest and most difficult quiz show in the United States. The IBM Man-Machine Warfare achieved a wider audience by cooperating with the “Dangerous Edge†and using more than a dozen TV stations, the Internet, Twitter, and facebook to spread across the United States. In addition to TV coverage, IBM China also chose to cooperate with Sina.com exclusively for media coverage. In particular, the microblog interaction model was adopted to maximize the dissemination effect. People have noticed that the symbol of "Watson" is a "glowing blue earth", which is also a sign of IBM's strategy for a smart globe. Through the man-machine wars and live events, IBM’s smart global strategy has also gained popularity.
Just on the fourth day after Watson’s victory, Nuance, a U.S. technology supplier, found IBM and the two parties announced that they would form a partnership to commercialize the innovative technology in “Watsonâ€. According to Pan Yue, the "Watson" project team has submitted a business plan report to IBM, which will be assisted by IBM related departments in promoting commercialization. For example, it can launch customized applications for specific industries such as healthcare, tourism, banking, and insurance. So that "Watson" technology into people's daily lives.
In addition, according to IBM's relevant departments, with the high popularity of the man-machine war, IBM will launch multiple marketing campaigns around the world, and each region and each business line will decide their respective promotion efforts based on their own needs. IBM's POWER server product line in China began its promotional activities on February 24.
"Even if Watson fails, IBM is the biggest winner. Through the man-machine war, this landmark event in the history of mankind not only allowed the public to understand its technological innovation capability, but also indirectly improved the company's brand image. "The well-known brand marketing expert Li Guangdou commented on this.
The main brand drives the sub-brand strategy
In the past two years, a new wave of IT mobile consumer trends triggered by Apple iPhone, Google Android and facebook has made people feel the new entrants' innovative strength and pressure on those former high-tech giants. After the collapse of the wintel alliance, Microsoft and Nokia Baotou heating, HP hurried to launch tablet computers and other events, it seems that only IBM enjoys high value-added and high profits focused on the high-end business market. In spite of this, brand marketing is still a continuous process. The silence of the brand means the loss of brand value. IBM is a high-tech enterprise that focuses on the image of high-end commercial brands. It seems that it is hiding behind and serving customers. It does not need to directly address the public. However, in the Internet era, all corporate brands are also popular brands. In the past, point-to-point and subdivided brand marketing concepts for professionals have become obsolete.
"The man-machine war successfully transformed a high-tech brand like IBM into a popular brand, and promoted its brand concept of innovation and wisdom to people." said Li Zhiqi, chairman of Beijing Zhiqi Future Marketing.
Historically, IBM has faced several operating crises. As early as in 1997, before IBM introduced man-machine wars for the first time, it faced the biggest loss in human history. At that time, IBM's product lines covered a wide range of high-, medium-, and low-level hardware and software products. According to publicly available data, it is contrary to the established success that IBM at that time gave the outside world a conservative brand image, and some competitors have cracked down on IBM's brand image with ideas such as innovation. IBM initially did not pay much attention to the company's brand building. The extensive product line not only made consumers lack awareness of the core concepts of the IBM brand, but also increased marketing costs.
After Gerstner came to power, he began to build IBM's brand image of innovation and service. In terms of business strategy, IBM began to shift from a technology-led approach to a customer-driven approach to the launch of a “one-size-fits-all†solution. In 1997, IBM launched the first man-machine war in human history. This has pushed IBM's "brilliant innovation" brand image to the extreme, successfully reversed the IBM brand's decline, and led to IBM's continued growth over the years.
Over the years, IBM has been using a brand marketing model driven by the company's main brand to drive each product line sub-brand. Whether it was the on-demand e-commerce strategy launched in the first wave of the Internet wave, or the sale of the PC business in 2004, the shift to a high value-added service strategy, and even the introduction of a smart global strategy in 2009, IBM is A unified brand concept integrates various sub-brands and leads the entire IT market.
From product marketing to "value" marketing
Li Guangdou stated that the brand marketing concept of “moving people by values†behind IBM's man-machine battle is worth learning from domestic technology companies, but specific marketing techniques cannot be imitated because a company does not have the support of leading technologies and products. Even better marketing practices will make the company ugly. â€
Li Zhiqi believes that in terms of scientific and technological innovation, domestic technology companies seem to be unrealistic if they want to pursue revolutionary technology that has no previous or future arrivals. Technology giants such as Microsoft, Intel, Google, and IBM are examples of technology-driven innovation. However, with Apple, Facebook being sought after, it opened an era of consumer-led innovation. From the technical point of view, Apple's products do not seem to have much revolutionary innovation, but they meet the cool youth's consumer demand; facebook also meets the social needs of people. The significance of this for domestic technology companies is that they can focus on innovation at the application level, that is, micro-innovation. For instance, Kai-Fu Lee's innovation factory focuses on small application innovation. Good innovative ideas, coupled with good marketing packaging, domestic technology companies can do a great job.
“In the age of the Internet, consumers’ shopping behavior has changed, and brand marketing in the new era has increasingly focused on interaction, experience, participation, entertainment, and public interest. For example, the 100-year brands such as IBM and GE have become more and more popular in brand marketing. Pay attention to human nature, so that the public can have a good impression on them. And domestic technology companies in the brand marketing concepts, marketing methods, etc., are generally more immature, mostly in product, technology, promotion and other aspects." Li Zhiqi said.
This is the second man-machine battle in human history. As early as 1997, IBM launched the computer "deep blue" chess match with chess master Kaspalov. The chess game of that year tested the logic processing ability and mathematical calculation ability of “deep blueâ€, and the “Intelligent Q&A†in the “Dangerous Edge†program tested the language analysis ability of “Watsonâ€. This is undoubtedly a bigger challenge. .
The Dangerous Edge program covers a wide range of issues such as history, literature, politics, art, entertainment, and science. Problems often include subtle meanings such as irony, riddles, and other expressions, and require the respondent to quickly answer. This requires computers to understand the ever-changing, even ambiguous, language of human expression.
A game that "will not lose"
The three-day IBM man-machine war ended with Watson winning. "Watson" is undoubtedly the embodiment of IBM's overall scientific and technological strength. According to Pan Yue, senior manager of IBM China Research Institute, "Watson" was completed by IBM's 25 scientific research staff after four years of research. The nationality of the researchers spans China, Japan, Israel, etc., integrating IBM's innovative DBQA analysis software, 10 units. IBM POWER 750 server and DB2 software and hardware technologies.
It is not so much that the human-computer war is a demonstration of IBM's scientific and technological strength. Rather, it is IBM’s another victory in corporate brand marketing. Dangerous Edge is the top three television programs in the United States, and is also the hottest and most difficult quiz show in the United States. The IBM Man-Machine Warfare achieved a wider audience by cooperating with the “Dangerous Edge†and using more than a dozen TV stations, the Internet, Twitter, and facebook to spread across the United States. In addition to TV coverage, IBM China also chose to cooperate with Sina.com exclusively for media coverage. In particular, the microblog interaction model was adopted to maximize the dissemination effect. People have noticed that the symbol of "Watson" is a "glowing blue earth", which is also a sign of IBM's strategy for a smart globe. Through the man-machine wars and live events, IBM’s smart global strategy has also gained popularity.
Just on the fourth day after Watson’s victory, Nuance, a U.S. technology supplier, found IBM and the two parties announced that they would form a partnership to commercialize the innovative technology in “Watsonâ€. According to Pan Yue, the "Watson" project team has submitted a business plan report to IBM, which will be assisted by IBM related departments in promoting commercialization. For example, it can launch customized applications for specific industries such as healthcare, tourism, banking, and insurance. So that "Watson" technology into people's daily lives.
In addition, according to IBM's relevant departments, with the high popularity of the man-machine war, IBM will launch multiple marketing campaigns around the world, and each region and each business line will decide their respective promotion efforts based on their own needs. IBM's POWER server product line in China began its promotional activities on February 24.
"Even if Watson fails, IBM is the biggest winner. Through the man-machine war, this landmark event in the history of mankind not only allowed the public to understand its technological innovation capability, but also indirectly improved the company's brand image. "The well-known brand marketing expert Li Guangdou commented on this.
The main brand drives the sub-brand strategy
In the past two years, a new wave of IT mobile consumer trends triggered by Apple iPhone, Google Android and facebook has made people feel the new entrants' innovative strength and pressure on those former high-tech giants. After the collapse of the wintel alliance, Microsoft and Nokia Baotou heating, HP hurried to launch tablet computers and other events, it seems that only IBM enjoys high value-added and high profits focused on the high-end business market. In spite of this, brand marketing is still a continuous process. The silence of the brand means the loss of brand value. IBM is a high-tech enterprise that focuses on the image of high-end commercial brands. It seems that it is hiding behind and serving customers. It does not need to directly address the public. However, in the Internet era, all corporate brands are also popular brands. In the past, point-to-point and subdivided brand marketing concepts for professionals have become obsolete.
"The man-machine war successfully transformed a high-tech brand like IBM into a popular brand, and promoted its brand concept of innovation and wisdom to people." said Li Zhiqi, chairman of Beijing Zhiqi Future Marketing.
Historically, IBM has faced several operating crises. As early as in 1997, before IBM introduced man-machine wars for the first time, it faced the biggest loss in human history. At that time, IBM's product lines covered a wide range of high-, medium-, and low-level hardware and software products. According to publicly available data, it is contrary to the established success that IBM at that time gave the outside world a conservative brand image, and some competitors have cracked down on IBM's brand image with ideas such as innovation. IBM initially did not pay much attention to the company's brand building. The extensive product line not only made consumers lack awareness of the core concepts of the IBM brand, but also increased marketing costs.
After Gerstner came to power, he began to build IBM's brand image of innovation and service. In terms of business strategy, IBM began to shift from a technology-led approach to a customer-driven approach to the launch of a “one-size-fits-all†solution. In 1997, IBM launched the first man-machine war in human history. This has pushed IBM's "brilliant innovation" brand image to the extreme, successfully reversed the IBM brand's decline, and led to IBM's continued growth over the years.
Over the years, IBM has been using a brand marketing model driven by the company's main brand to drive each product line sub-brand. Whether it was the on-demand e-commerce strategy launched in the first wave of the Internet wave, or the sale of the PC business in 2004, the shift to a high value-added service strategy, and even the introduction of a smart global strategy in 2009, IBM is A unified brand concept integrates various sub-brands and leads the entire IT market.
From product marketing to "value" marketing
Li Guangdou stated that the brand marketing concept of “moving people by values†behind IBM's man-machine battle is worth learning from domestic technology companies, but specific marketing techniques cannot be imitated because a company does not have the support of leading technologies and products. Even better marketing practices will make the company ugly. â€
Li Zhiqi believes that in terms of scientific and technological innovation, domestic technology companies seem to be unrealistic if they want to pursue revolutionary technology that has no previous or future arrivals. Technology giants such as Microsoft, Intel, Google, and IBM are examples of technology-driven innovation. However, with Apple, Facebook being sought after, it opened an era of consumer-led innovation. From the technical point of view, Apple's products do not seem to have much revolutionary innovation, but they meet the cool youth's consumer demand; facebook also meets the social needs of people. The significance of this for domestic technology companies is that they can focus on innovation at the application level, that is, micro-innovation. For instance, Kai-Fu Lee's innovation factory focuses on small application innovation. Good innovative ideas, coupled with good marketing packaging, domestic technology companies can do a great job.
“In the age of the Internet, consumers’ shopping behavior has changed, and brand marketing in the new era has increasingly focused on interaction, experience, participation, entertainment, and public interest. For example, the 100-year brands such as IBM and GE have become more and more popular in brand marketing. Pay attention to human nature, so that the public can have a good impression on them. And domestic technology companies in the brand marketing concepts, marketing methods, etc., are generally more immature, mostly in product, technology, promotion and other aspects." Li Zhiqi said.
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