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Marketing Tactics Do Not Take The Unusual Path

2009/1/2 14:58:00 41939

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Soldiers are unstable and water is impermanent.

Marketing Planning

In order to achieve the goal and even create miracles, the actual operation is aimed at avoiding risks, taking advantage of the situation and taking advantage of the situation.

However, in recent years, thousands of cases in China are planned. Why are there fewer and fewer classics in recent years?

China's planning began from the "idea" era in the 80s of last century. After decades of development, China's planning has become more and more mature and mature. However, it is this maturity that has brought more planning into process, text and dogmatism. China's planning is gradually losing its unique local value and role in the planning of "Chinese characteristics".

In 2006, the Chinese Ministry of Education announced the new college entrance examination.

Business planning

This is a sign that China is planning to go from the folk to the institution of education and to be scientific and standardized, which means that China's planning industry will be more mature.

The maturity of the planning industry is an improvement, but it is also a shackle.

In reality, more companies, after spending a lot of money, bought only a few large and thick planning texts. The planning scheme was either shelved or customers could not start, and the planning company did not make the plan according to the actual situation of the customers, but rather wishful thinking. In the actual implementation process, the customers had to adjust according to the actual financial resources and other factors, and the scheme was changed beyond recognition, and the effect was naturally needless to say.

And more schemers are only pursuing a kind of self satisfaction, pursuing a bunch of beautiful works, seeking to conquer customers, but they have not conquered the market.

There are many planners, and the longer they work, the more experienced they are, and slowly discover that they are losing more and more inspiration and creativity. Every case is just walking the same old way.

A friend in the industry once said to me melancholy, "I find that my inspiration and creativity are very scarce, and I feel a little inadequate. I even doubt my planning ability. Is it not suitable for me at all?"

　　這種現象，正是被成熟的策劃套路所限制的結果。策劃人在追求專業、系統的同時，卻無形中給自己上了一道枷鎖，當靈感之源被徹底封存，激情之路被細節掩埋時，這種自我的懷疑現象也就不難理解了。專業只是一種形式，一種表現，策劃的核心價值還是在于解決問題的能力，達成目標的能力，資源整合的能力，脫離了這些基本能力的策劃，都將一文不值。

With many years of experience, many planning companies and master planners have been improving their own systems and ways of expression. They have gradually formed various kinds of rules and regulations. They are the benchmarks of the industry. They naturally guide the judgement of the customers and guide the development direction of the whole industry. More planners also learn from them, imitate them, and do their best to improve their forms of expression. Therefore, like the arms competition between the United States and the Soviet Union, the form competition of the planning industry is becoming more and more fierce, but the strategy and creativity are gradually neglected and forgotten.

The "Eight Legged essay" is the epitome of the feudal imperial examination system in China. "Eight part essay" is like a weapon that supposes thought, which restricts the thought of ancient Chinese intellectuals.

Now, is the Chinese planning industry walking into a "Eight Legged" circle?

Is it also restricting the minds of Chinese planners?

　　洋咨詢水土不服，折戟商戰，中國特色策劃若再陷入教條，流于形式，那中國企業將何去何從？

China's planning industry is just beginning, China

Plan

Industry must develop and progress constantly. This kind of development needs constant innovation. Only with innovation can there be development. In order to develop, we must thoroughly break down the dogmatic "eight part essay" style, and the planning industry needs this.

Of course, this innovation is not a foundation, not a professional, not a blind innovation of the system. Instead, it focuses on innovation, focusing on strategy, not form, and text.

Metersbonwe

With a "do not take the unusual road" touched the hearts of young people to target consumption, won recognition and achieved great success.

And the planning industry needs such courage and spirit.

Editor: vivi