Thought Is The Imagination Of Marketing Strategy.

　　 Philosophically thinking Thinking is not only a reflection of objective existence, but also a subjective existence. perception 。 Marketing is a highly practical discipline. Marketing ideas need to be built on the abstract of a large number of marketing facts. It is a generalization of market practice, the promotion of perceptual knowledge and the refinement of methods and tools. The withering of ideas will lead to innovation fatigue, marketing depreciation, and even The market is depressed. 。 Therefore, thinking is the imagination of marketing strategy and the creativity and soul of marketing tactics.

The important value of thought lies in its need to reflect the nature and regularity of things. Thought is not a narrative arrangement that is full of Bi Xing, but also an unattractive expression. It can be written in the mind and laugh and curse. Even the scattered, fragmented ideas of the original state will always shed light on reason. Marketing is the action of putting thought into practice. Without thought guidance, the market will lose its correct direction. The success of an enterprise is inseparable from the marketing idea of an entrepreneur. As early as 1954, Mr. Drucker warned people in the practice of management that the most important decisions are strategic decisions. The most important and difficult part of these special management decisions is never whether they can find the right answers. The important value lies in the ability to ask the right questions. Because the most futile way is to find the right answer for the wrong question. It can be seen that the real value of strategy lies in whether it can raise the right questions.

In recent years, iPhone4 has been very hot in China, which has led to the obsession of Steve Jobs's innovative madman. The industry also regards apple as a successful example of today's marketing product innovation and technological innovation. If we look back at the history of marketing thought, we will find that Jobs's innovation is not simply product innovation and technological innovation, but first of all, ideological innovation. In 1960, Theodore Levitt, a Harvard Business School professor, published his fame in the Harvard Business Review as "marketing myopia". He warned people that if we want to truly achieve customer focus, we need to stop thinking and think about marketing. The most important force is to understand human needs and desires from the perspective of human nature. Before that, academics generally believed that customer needs could be clearly identified through a lot of market research, which is also the most important work for marketers. Leavitt believes that consumer preferences can be guided and shaped. He believes that consumers do not know what they need, and the key to marketing is to shape their consumption preferences. Therefore, marketing only exists customer orientation, and there is no product orientation. With deep insight into marketing, Leavitt has become the most imaginative marketing master and strategic thinker. From Jobs's success, we can clearly see the inner link between marketing theory and practice. For young Chinese enterprises and immature Chinese marketing, how to absorb nutrition from western classical theory and enterprise practice is an important issue that we should consider.

We can also look at three enterprises in China from the perspective of business philosophy: Alibaba, Baidu and Tencent. As long as you know who their teachers are and whose business models and marketing models they have copied, you will understand that the market is not created but created. Moreover, bringing in is also an innovation. Imitation can be turned into creation. IBM has been called "the best creative imitator" by Mr. Drucker. Of course, regardless of imitation or creation, you need to have a deep insight into the human eye, with the ability to accurately grasp the opportunity and profoundly understand the market. The people who can create the market must be more than others. This is not a thousand eyes or ears. It is not a prediction function, it is not a collision, but a thought. The motive of Ma Yun's establishment of Alibaba was derived from "let the world have no difficulty in doing business". He thought of how to dress for others and how to serve small and medium-sized enterprises. Recently interviewed by an American journalist, Ma Yun said he did not understand technology, and sent mail only through the Internet. But Ma knows how to build the core values of an enterprise and how to make customers profitable. Avenue to Jane, perhaps, this is the success logic of Alibaba. Therefore, there is no need to think deeply and abstruse. As long as we think more in practice, we will have thoughts and actions and security. Just like Zhang Ruimin said, "only the idea of off-season, there is no off-season market."

　　 Strategy requires imagination, but imagination does not come from nowhere. It is like "suddenly a spring breeze coming, thousands of trees and pear blossoms", and intuition and epiphany in marketing activities are all advanced thinking activities based on knowledge and experience. It's not terrible to think about it. It's horrible to talk nonsense. In fact, the Chinese market has never lacked the genes of innovation, and Chinese marketers have never been lacking in imagination. It can be said that if there is no correct and effective innovation idea in marketing, competition will lose its source of water, and demand will become dispirited, or the market will be disordered and the resources will be flooded. Therefore, in the new period of transformation, what Chinese enterprises need most is marketing thought. Thinking is the keen perception and foresight of customer needs. Only by redefining products from the point of customer demand can we win the market. Jobs's success is not a profound insight into human nature, accurate prediction and the creation of a new market. It is precisely his "learning hunger, humility and ignorance" that has created the great imagination of Apple strategy.