The idea of ​​a hundred years of prosperity consulting: Although you are inseparable from business in the business world, you can not know what the company is? Although marketing is as inevitable as death and taxation, you don't know what marketing is. In fact, there is nothing wrong with it, but as long as you still live in a commercial society, you will never get rid of the business, because the business is given to everyone by the business community. The brand that can't be erased. The essence of the commercial society is that the marketing competition is endless. The way out of the business society is to carry out the marketing war to the end.
No matter where we go, we should bring our wisdom and continue to invest in wisdom. You can earn money, but for wisdom, you must cultivate your mind. - McDonald's founder Ray Crow
Similarly, no matter where we go to marketing, we should bring our wisdom. In 1978, when marketing was only walking in the Chinese market, China’s national income ranked 175th among 188 countries with statistics in the world. The handshake between marketing and the Chinese market is more appropriate: let us start from scratch. ! At that time, marketing was poor in China, but it had the marketing wisdom to grasp the market – choose to live!
Living, this choice without choice has become the choice, so marketing has survived in China. Marketing in China has once again re-enacted the law of history: in this world, the surviving later is never stronger, too Not smarter, but more adaptable to the environment! At the same time, it also verified the fact that the wisdom of enterprise marketing is the wisdom of choice.
From the real hope of wages to workers, to the grand blueprint for building an international enterprise; from the emperor’s daughter not to marry, to the cost-effective competition of products; from the battle of the front of the ads, to the shaping of global brands; from accepting Western marketing Enlightenment, to build China's marketing iron army; from nothing, to shock the world! Nowadays marketing seems to have everything in China, but the real troubles are coming! When the problem changes from living to how to continue to live better, it is already troublesome. What is more troublesome is how to live better, there are countless paths to choose from.
When we were young, we were very simple. What we often heard and remembered was: either study hard or go to work as a soldier. You have no choice! I chose to study hard, so I became a big regret without being a soldier! Those brothers who have neither been soldiers nor going to school? Many of them have become the bosses of those who went to school and became soldiers in the past! So we sigh: Brother! In the era when there was no choice, there are still better choices!
Since ancient Huashan Road, everyone can only climb the top of Huashan from this road, participate in Huashan sword, so everyone can only choose the right, unless you do not choose! When we were in the Huashan sword PK, we won the status of “Haierâ€, “Lenovoâ€, “Huawei†and “Zhongxingâ€, or listed them as so-called competitors, benchmark enterprises, and turned around and found that the next road is: The road leads to Rome! The sky sighs: Brother! Choosing the right is always more important than doing well! Choice is always the wisdom of corporate marketing!
I also read books, people are soldiers, I am also a soldier, I do not consider my gains and losses and the future, anyway, there is no evidence to prove that I am wrong! So Chinese marketing left the world with two more classic impressions: good at playing low-level price wars, no important brands! This is a big deal. Anyway, everyone is fighting the price war. Anyway, everyone is not a world brand! No one can confirm the mistakes of this era with the correctness of the next era!
The homogenization of life consumes a generation of people's time and energy, product homogeneity, service homogenization, strategic homogenization, and strategic homogenization also make marketing wisdom disappear! The root cause is that everyone is repeating the tragedy of Chinese football: burning eyebrows, and taking care of it! The big problem for Chinese people to play is that they can't lift their heads. They only stare at their feet. This bad habit does not change. Playing with the brain is always empty talk.
Our corporate marketing, or accustomed to setting wisdom as a flash of light, did not solidify the wisdom of the habit of looking up and kicking. The age of the low-end cart is gone, and it’s imperative to look up the road!
I wanted to have my own computer in the past, I was ecstatic, and I was like a treasure. Poor that old desktop computer, always anomalies, so constantly trouble those who understand the computer, the answer is surprisingly consistent: you first restart! It is easy to restart the computer, just move your finger. It is not difficult to restart the marketing wisdom. The first thing is to learn to forget and let go:
In ancient times, a person with a profound knowledge of Buddhism heard that there was a highly respected old Zen master in a temple and went to visit. When the apprentice of the old Zen master received him, he was arrogant and thought: I am a very deep-rooted person in Buddhism. How old is your brother? Later, the old Zen master received him very respectfully and made tea for him. But when the water is poured, the cup is full, and the old Zen master is still falling. He asked inexplicably: "Master, why is the cup full, but also going inside?" The master said: "Yes, since it is full, why are you still down?"
Forgetting is great wisdom: Marketing has been in the Chinese market for 30 years, and it has been described as "shocking" by the whole world! It is really hard for Chinese companies to forget and let Chinese marketing forget. But corporate marketing can't be forgotten, it's just half a bottle of water, it's a pity, and you can't drink it again!
The young monk and the old monk went down to the river, and went to the river to see a beautiful woman who was unable to cross the river. The old monk said to the beauty: I will take you back. Beauty agrees. After the event, the little monk was dumbfounded and did not dare to ask. In this way, I walked another twenty miles. I really couldn't help it. I asked: Master, we are a monk. How can you carry the girl across the river? The old monk told him faintly: You see, I put her back across the river and put it down. How did you put it back for twenty miles?
Putting down is great wisdom: products, prices, channels, promotions, customers, costs, convenience, communication, market segmentation, target customers, positioning, integrated marketing communication, we just learned how to let go, we even even "Sun Tzu's Art of War" "The Yellow Emperor's Internal Classic" has been re-translated in marketing language! However, corporate marketing can not be put down, it can only be difficult to return, retreat can not retreat, and it is difficult to enter!
We don't have to discuss why we should restart the wisdom of corporate marketing. We leave this issue to scholars to study slowly; we don't have to think about whether we should restart the wisdom of corporate marketing. We leave this issue to marketers. I don’t have to worry about it. Can we restart the wisdom of corporate marketing? We leave this issue to experts for further discussion. Now we only do one thing. Let’s try to restart business marketing from forgetting and letting go. Be smart before.
Wisdom is: the ability to discriminate and judge, invent and create. So wisdom is not the light shining in the air, it is the real ability. A simpler explanation of ability is the degree to which a person's body and knowledge match the work he is engaged in. Doctors and swimmers are more likely to swim than swimmers. If doctors and swimmers are more than medical technology, it is naturally a doctor's ability. From the perspective of competence, corporate marketing intelligence can be cultivated and trained.
Professor Kaplan once said that things that cannot be described are not measured, and things that cannot be measured cannot be managed. According to statistics from Professor Kaplan, only 10% of organizations implement their strategies. So where are the obstacles to implementing the strategy? Only 5% understand the strategy, only 25% enjoy strategic-related incentives, 85% of management teams discuss strategies less than an hour, and 60% do not link strategy to budget. What I want to tell you is that 100% of companies do not link strategy to wisdom.
The wisdom of enterprise marketing is the wisdom of choice. This wisdom is solidified in the strategy of the enterprise. The choice is: pick from a group or group; the strategy is: to guide or decide on the overall plan and strategy.
The wisdom of enterprise marketing is to choose their own strategy and to run through the choice of enterprise marketing in the strategy. Just like personal wisdom, we must rely on the ability to play to show results. The wisdom of corporate marketing must be reflected in the results of strategic choices.
I have the capital, which industry has potential, and which industry to invest in! Do you say this is a strategy? This is indeed a strategy, but it is not a corporate marketing strategy because it lacks marketing intelligence. There are only two points in the choice of corporate marketing strategy: the point of corporate profit and the point of growth of corporate wealth. The wisdom of enterprise marketing is based on these two points, choose your own strategy, and run through the choice of corporate marketing in the strategy.
In 1981, after Welch took over GE, he proposed that GE Enterprises "is not the world's second best, reform, sale or closure" development strategy. Since then, the "one-to-two" strategy has become the guiding principle for GE's business development. "One of the best" is GE's strategy of choice, and GE's choice in the strategy.
In 1992, "Moving Voice" Motorola developed four development strategies as soon as it entered China: top investment, technology transfer; second, talent localization; third, localization of supporting products; fourth, based on sole proprietorship Develop joint ventures and cooperation. These four-point strategy is actually Motorola's choice based on the profit points of corporate markets in China and the growth point of corporate wealth.
This is the strategy, this is the wisdom of choice. This is the foremost wisdom of every enterprise marketing that must be owned by every enterprise that wants to gain a multiplier of corporate wealth.
Advice from Centennial Shengshi Consulting: The future commercial competition will be the competition for the reengineering ability of corporate marketing models. The re-engineering of the enterprise marketing model is not complicated, that is, the concept of corporate marketing reengineering and the method of enterprise marketing reengineering. Any pattern is actually a combination of ideas and methods. Corporate marketing reengineering is about sharp and repetitive effects. It can't be completely correct, but is it really useful? The fact that every enterprise must face is that if a company does business reengineering, it will not necessarily succeed in re-engineering, but if it is not re-engineered, the company will never be able to really market! The key is: What has our company gained through corporate marketing reengineering? Rejecting corporate marketing reengineering, what our company has lost!
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