Chinese Sensible Law And Marketing

First, the Chinese people's sense of law.

Before we discuss the rational method of Chinese marketing, let's read two cases first.

One is the widely known and widely known story of Qin Xianglian in China.

Song Dynasty

One is the murder of American Williams.

American Williams was sentenced to death for killing four people.

But Williams did not give up the chance to survive. In prison, he tried to atone for himself by actual action. He left four novels in the oral form, and taught the young people to behave well and conduct Street education action, and even several times they were elected candidates for the Nobel peace prize.

But when Williams and his lawyer waited confidently for the high court of California to reduce their sentences, California governor Schwarzenegger really refused.

As a result, Williams was executed by lethal injection.

Chen Shimei and Williams had the same ending, but the trial process of these two cases reflected the difference between the three standards of values in China and the West.

In Qin Xianglian, Chen Shi Mei is unforgivable. He is guilty of the crime of deceit of the Lord, and his attempt to kill his wife and destroy his son.

But the people in the play, whether they are Chen Shimei's wife Qin Xianglian, Wang Yanling of one country, or Guotai Huanggu, or just and strict Bao Gong, adopt a consistent attitude towards this matter. That is to persuade Chen Shimei first and persuade him to love his son.

Bao Gong has always been notarized and known for the past and present. But in Qin Xianglian, Bao Gong knew that Chen had committed the national law, but he did not investigate it.

However, when Chen Jiang's words were seized, the Kingdom and Huanggu came to discourage them. Bao Qu was restrained by the feudal ethics, and Qin Xianglian was given the silver medal, hoping Qin gave up.

In the Qin Dynasty, Bao Gong stimulated Bao Gong to use the national law to punish Chen.

From this, we can see that the ancient Chinese adopted the value judgement sequence of "human nature first, then reason" and "last national law".

In Williams's murder case, Williams not only did not have Chen Shimei's eyes without national law, but also tried to atone for himself by actual action, and created value for the society.

However, Schwarzenegger definitely refused to reduce Williams's sentence.

This case typically reflects western values of law and equality before the law.

They believe that the most important criterion for judging the state law is that reasoning can only affect the severity of punishment, and human feelings can not or is difficult to judge.

From this, we can see that Westerners adopt the value judgement order of first country law, further truth and final human feelings.

In the eyes of the Chinese, Wasinger is too merciless and ruthless in order to maintain the rule of authority.

The overwhelming majority of Chinese people have been greatly pleased by the killing of Chen Shimei by Bao Gong.

In today's law, Williams can kill four people, but deserves the sympathy of the Chinese people. Chen is also a homicide attempt, not necessarily a death penalty, but is regarded by Chinese as a must.

Why? Because the Chinese first use sentiment to measure, then use the theory, and finally use the law to measure the right and wrong.

The Chinese do not attach much importance to Chen's crime of decriminting the king, but also to the murder of Wang FA. Instead, he values his unrighteousness of killing his wife and his son, followed by his unreasonable and unreasonable attack.

Although Williams killed four people, he confessed and Atonement in his heart, and educated young people in practical action.

This is the judgment order of the Chinese sense of justice and law.

Almost every page of Chinese history is instilling the values of reason and law.

{page_break} since Chen Shengwu launched the uprising and fought against the tyranny of the cruel law of the great Qin Dynasty, people began to understand that draconian laws would only force people to riot.

Thus, when we came to the Han Dynasty, "we only respected Confucianism, we removed hundreds of families" and governed the country with Confucianism.

At this time, the feudal rule based on reason became a governing tool.

The unification of Confucianism, Taoism and Buddhism in the Song Dynasty strengthened the values of Confucianism, Taoism and Buddhism.

Let's take a look at our four masterpieces. The romance of the Three Kingdoms is a prelude to the brotherhood of the three brothers in the peach garden, Liu, Guan and Zhang.

The outlaws of the marsh preach the killing of heroes, though they break the law, but in order to uphold justice, and skillfully use "going up to the mountains" to solve the contradiction between emotion, reason and law.

The dream of Red Mansions contrasts Jia Baoyu's and Lin Daiyu's eternal tragic love against the decline of the feudal rites and laws.

"Journey to the west" is the most interesting. Some people have satiried and humorously summed it up as "stories about backstage heroes who have been taken away by the Bodhisattva, and no backstage people have been killed by Goku."

From this, we can see that in the eyes of Chinese, immortals also talk about feelings first.

Although China's legal system is improving day by day, the overwhelming majority of Chinese people still insist on the order of value judgments.

Chinese people have three different understandings of the law at the same time. One is that "the law of heaven and the common people are the same sin". Everyone is equal before the law. Two, "the law does not stand for the people, but it does not become".

The three is that "punishment is not to go to the doctor". This is not contradictory to equality before the law. The formulation and implementation of laws are all done by human beings, while people are intimate and young and loving, and can not be absolutely objective and fair.

In today's China, the law of reason still profoundly affects our judgement and guides us to do things.

Chinese often fight with others for the sake of "Brotherhood" and "fight for love". After arguing and arguing with each other, the two sides are uncompromising. Then they think of calling the police (Law) to come.

It is interesting that in the face of the police, few people realize that fighting is against the law. Instead, they keep telling who will beat people first, because the first one is to blame (Chinese), and the first person to beat people often uses "he scolds me first, then I beat him".

Chinese debate is even more interesting. Chinese people are very keen on needle tips to argue about wheat.

The debate is always spectacular, with red faces, lips and tongue, and not to be outdone.

After the debate ended, you asked the arguer, "how do you feel about him?" the two sides would reply in general: "he! Not very good! But some of them are still reasonable." if you ask again, "if you still argue with him," he will immediately ask, "who asked him to argue with me?"

Westerners do not understand, but we Chinese understand very well that to a great extent, the argument is not about the result, but the process. The argument does not mean that I am against your point of view.

The result is no longer arguing for things, but arguing for "debate".

So, we often see that some of the subordinates say it's very reasonable, but we don't get the affirmation of the leadership.

Why? Because the more reasonable the subordinates say, the less the leaders do.

The leader will think, "what have I told you, what do I say"?

Therefore, subordinates should understand that even if some words are very reasonable, they can not be said without what you say.

This is the feeling and reason of the Chinese people.

The idea of reason and law permeated every aspect of the Chinese people, including judicial decisions, people's conduct, interpersonal communication and official entry.

This is also true of enterprise management, which not only affects the management of Chinese enterprises, but also becomes an important part of Chinese style management.

Here, we are studying the impact of sentiment and law on marketing in the field of marketing, and how to make use of the idea of reason and law to do Chinese marketing.

Two, the rational method of Chinese marketing

We first use a case to introduce the influence of sentiment and law on marketing.

Mr. Li, a telemarketing salesperson, called the Recruitment Clerk, Miss Hao, to promote the recruitment platform products.

After {page_break} has reached the phone,

Mr. Li said, "Hello! Is Miss Hao from * * * * company"?

Miss Hao replied, "yes! Where are you?"

Mr. Li said, "Miss Hao, your company is pressing for investment manager. Is there a suitable person at present?"

Miss Hao replied, "yes, not yet. Are you here?"

Mr. Li said, "Oh, no, I am here to help you recruit talents.

I am Li Juncai, calling for Xiao Li.

By the way, what's your name? "

Miss Hao replied, "Oh, my name is Hao Qiqi."

Mr. Li said, "Hao Qiqi, a very nice name."

Miss Hao volunteered to say, "what are you doing? I am a little busy now."

Mr. Li said: "our website has abundant resources for job seekers. I have searched for you. At present, there are 3 thousand job seekers in our website who are in line with the position of your investment manager."

Miss haw interrupted, "I'm sorry! Our company has no recruitment budget at present, and no plans to buy recruitment services."

Mr. Li said, "it doesn't matter.

It may be a little tight for your company to set up a budget, but I don't think an entrepreneurial company can ignore talents in order to save money.

I believe that excellent talents can help your company develop rapidly.

So, I don't think we should be penny wise and pound foolish.

Miss Hao said, "what you said is not unreasonable, but we are not putting in the advertisement plan at present."

Mr. Li once said, "we have encountered such clients before. We have wasted more recruitment fees and delayed the operation of the company in order to save money.

I believe you do not want to delay the development of the company.

"Pop!"

Miss Hao hung up the phone.

Why did Mr. Li fail to make a sale this time, probably because Miss Hao did not have a recruiting budget.

But as a whole, we analyze the problem of Mr. Li's telemarketing dialogue.

On the whole, Mr. Lee's sales pitch is very good, he has used many skills, and his reasoning is very reasonable, but there is a fatal problem.

In other words, Mr. Li is reasonable but not sympathetic.

"I don't think entrepreneurial companies can ignore talent in order to save money.

I believe that excellent talents can help your company develop rapidly "and" to save money and delay people not to invite people. "Instead, they have wasted more recruitment fees and delayed the operation of the company. They all say that they are very reasonable." I don't think they can be penny wise and pound foolish "and" I believe you do not want to delay the development of the company ", but it has hurt Miss Hao's feelings.

Because Miss Hao's company and work do not need Mr. Li's finger pointing.

Therefore, in sales communication, often "no use", we must achieve a reasonable and reasonable communication.

The influence of sentiment and reason on marketing is manifold.

In marketing, the law of reason can be used as a manifestation of demand, and externally is a marketing method.

As a demand, love can be understood as perceptual needs or emotional needs (for example, hope for love). The law can be understood as rational needs (for example, hope for fairness and justice), and reason can be understood as the need between sensibility and rationality (for example, brothers and accounts).

This part will be discussed in depth at the level of demand, focusing on the research method, that is, how to make use of the value judgment sequence of sense and reason to sell, and how to make use of the law of reason to do well the marketing team management of employing people.

{page_break} summed up that the sensible way of marketing is to "take the emotion as the first, take the reason as the center, and act as the law".

The first thing to do is to touch others with emotion, affection and affection.

Chinese people are more emotional and easy to impress people with emotion.

Human emotion is a kind of attitude experience and psychological reaction after experiencing things.

Emotions are divided into positive and negative emotions.

Positive emotions, such as pleasure, trust, gratitude, rejoicing, satisfaction, etc., are negative emotions such as pain, despise, hatred, jealousy, disappointment, etc.

Enterprises should mobilize the customers' emotions positively instead of negative ones.

In other words, enterprises should be good at discovering and mobilizing the feelings of customers, and impressing consumers through emotional design, emotional packaging, emotional promotion, emotional advertising, emotional communication, emotional service and emotional word of mouth.

In the process of marketing, enterprises must not hurt their customers' feelings.

Under normal circumstances, do not dispute with customers is right or wrong, the most important thing is to respect the feelings of customers.

For example, customers complain that the standby time of this phone is too short. First of all, the shopping guide must confirm the customer's statement, and then can tell him how to enhance the standby time of the battery.

In this way, not only the customers' feelings are not hurt, but also the trust of corporate brand and shopping guide.

Customers are a bit like your girlfriend, sometimes unreasonable, so don't argue with her, talk to her, believe that she will love you very much.

It is worth noting that sometimes enterprises can also use the negative emotions of consumers to do marketing.

For example, some enterprises deliberately use the negative emotions such as customer anxiety and fear of disappointment to launch a time limited panic buying activity.

Emotion refers to people's ideological dependence, on the one hand, refers to their own feelings, such as family affection, friendship, love, etc. on the other hand, it also refers to the feelings between customers and enterprises, brands, products and shopping guides.

On the one hand, enterprises continue to stimulate customers' inner feelings and buy them because of emotion.

For example, the mall promotes mother's Day Thanksgiving promotion.

On the other hand, enterprises need to establish good relationships with customers.

The emotion between customers and enterprises is the emotional dependence of customers.

Customers purchase products often mean support, approval, love, trust, and worship certain elements of an enterprise or brand, such as corporate reputation, brand concept, product quality, product design, etc.

Some elements of an enterprise or brand express the feelings and ideas of customers to a certain extent.

Therefore, only by improving product quality, improving design, improving service quality and enhancing brand value can enterprises meet their emotional needs and establish good emotional relationships.

Enterprises must not be hypocritical to customers, or they will be ruthlessly abandoned by customers.

Only with deep affection can business flourish.

Love is a special feeling of Chinese people.

Chinese generally love face, and customers often buy products with care.

Many businesses are just trying to catch up with their feelings, such as asking customers to try them on for free and try them on. After customers try, there will be a sense of guilt.

The so-called "eat the mouth short, that family is soft", after the customer tries, then smiles the waiter, often will attend to the sentiment to purchase the commodity.

Asking customers to eat and entertain is also the reason.

In turn, salesmen must not hurt customers' face.

A rational approach refers to moving customers with emotion, and then reasoning to let customers know about products and brands, otherwise customers will feel flickered after buying them inaccurately.

Reasoning is mainly for customers to analyze the real advantages of products or brands and what can be brought to customers.

In the face of more rational consumers, enterprises should pay more attention to reasoning, on the one hand, improve the quality and service level of products, use quality reasoning; on the other hand, introduce products objectively and objectively, and do not exaggerate product performance.

In order to follow the rule of law, the marketing process should conform to the regulations and regulations. On the other hand, the marketing mode should be followed by rules.

Moving with emotion and reasoning with others can not completely live in people.

Customers' emotions are complex and changeable, and the enterprises are not able to fully satisfy the emotional needs of each customer. Therefore, the marketing mode needs to be followed by rules.

Stable channels, standardized services and unified image are all marketing patterns with rules and regulations.

For enterprises, the law of reason is a magic weapon for managing people in marketing team management.

{page_break} Chinese people are strongly influenced by the pattern of cultural differences and have strong cultural circles.

Chinese people very much hope to find a sense of belonging in a circle.

The enterprise management marketing team needs to establish a sense of belonging of the team. Only through emotional communication can we establish a relationship of respect, trust and common interests, and then have a sense of belonging to the team.

Liu Bei's "three visits to the cottage" reflect the feeling of seeking excellence, and Zhu Geliang also makes a bow to repay Liu's gratitude.

In the real workplace, employees often work hard for the company because they trust themselves.

After the emotion is the reason, the team must "obey the Dali" and form a harmonious culture that can mobilize the feelings of the staff and stimulate the fighting spirit of the staff.

In marketing teams, employees often compete with each other, so employees should respect emotion and treat competition fairly.

Team management is finally the law, that is, the system, the system is the last means, but also the maintenance of fairness, equality, respect for the most basic guarantee.

Chinese marketing is a combination of reasonable and reasonable law, rather than the separation of emotion, reason and law, not even the reversal of legal sense.

Only by truly understanding the law of reason can we truly understand the relationship between enterprises and customers.

It is noteworthy that enterprises should try to avoid conflicts arising from sensible law and law.

If contradictions occur, we must find a reasonable solution.

In Qin Xianglian, Han Qi became the victim of contradiction between reason and law. He did not kill Qin Xianglian and his mother and son was dereliction of duty and infidelity. Killing was unacceptable to the world and the world was reviled, so he could only "commit himself to the three official hall".

The "Water Margin" has designed a "confrontation" to solve the contradiction between law and reason. The killing of a hero is the right way to pay for life.

In the pilgrimage to the west, if Wukong killed a monster every time he met a monster, it would be natural but ruthless.

Therefore, the Bodhisattva timely appears to take away the monster and embody love and reason.

I often find that old customers tend to ask for more requirements. If the enterprises can't meet the demand for a while, for example, the old customers bought the beautiful induction cooker in the shopping mall, but they asked for a kettle, but the store didn't sell the kettle at present. What do they do? The old customer thinks that I often come here to buy things, and they should also send me a kettle (reasonable).

But for merchants, the water bottle is not in line with the current promotion policy (illegal).

The way to solve this problem: shopping guide can communicate with customers "all old customers. It is right to send a kettle, but there is no sales promotion."

Well, you leave a phone call. If there is a kettle or other gift promotion in three days, I'll keep a copy for you.

You are a frequent visitor and you know that there are many discount activities in the mall. You are welcome to continue to support this shopping mall.

In this way, we can solve the contradiction between reason and law through a time delay method.

This is just an example. To avoid conflicts between reason and law, and rationally utilize the idea of reason and law, we should not only grasp the changeable and diverse emotions, but also conform to the marketing principles and policies. The key lies in the psychological marketing of consumers.