Restart Enterprise Marketing First Wisdom

No matter where we go, we should bring our wisdom and invest wisely. You can earn money, but for wisdom, you must cultivate your mind.

Ray Clough, founder of McDonald's

　　 same No matter where we go to marketing, we should bring our wisdom. In 1978, when marketing ran alone in the Chinese market, China's national income ranked 175th among the 188 countries in the world. The most appropriate narration of the handshake between marketing and the Chinese market is that let us start from scratch. At that time, marketing was poor in China, but it possessed the marketing wisdom to grasp the market - choose to live!

Surviving, this choice is the only choice, so marketing has survived in China. Marketing in China once again repeats the rule of history: the last surviving in the world is never the most powerful, nor the cleverest, but the most adaptable environment. It also reconfirms the fact that the first wisdom of enterprise marketing is the wisdom of choice.

From giving Worker The real expectation of wage earnest is to build a grand blueprint for internationalized enterprises; from the emperor's daughter to worry about the cost performance of products, from the first advertisement to the global brand, from the acceptance of Western marketing enlightenment to the construction of China's marketing Iron Army; from nothing to the world shaking! Now, marketing seems to have everything in China, but the real trouble is also followed. When the problem is changed from living to how to better continue to live, it is already enough trouble. What is more troubling is how to better survive, there are countless paths to choose.

When we were young, we were very simple. What we heard and remembered most often was: either studying hard or going to serve as soldiers. You have no other choice! I chose to study hard, so I didn't become a soldier. It became the biggest regret! Those who did not serve as soldiers and did not go to school were the boss of those old men who went to school and served as soldiers. So we sighed: brother! In the age of no choice, there are still better choices.

Since ancient times, a road in Huashan, everyone can only ascend to Huashan from this road and join the Huashan swords, so everyone can only choose the right unless you do not choose! When we scold the PK in Huashan, win the status of "Haier", "Lenovo", "HUAWEI", "ZTE", or list them as the so-called competitors, benchmarking enterprises, turn around and find that the next road is: all roads lead to Rome! Heaven sighs: brother! The right choice is always better than doing well! The choice is always the first wisdom of enterprise marketing.

People read books, I read books, and soldiers serve as soldiers. I do not consider my gains and losses and future. Anyway, there is no evidence to prove that I am wrong. So China's marketing has left the two most classic impressions of the world: good at low price wars, no world-class brands! What's the big deal? Anyway, everyone is fighting price wars. Anyway, we are not world brands! No one can use the correct times of the next era to confirm the mistakes of this era.

Homogenization of life has consumed a generation of time and energy. The homogenization of products, the homogenization of services, the homogenization of strategies, and the homogenization of strategy also make marketing wisdom vanished. The root is that everyone is repeating the tragedy of Chinese football: it is burning with anger, and at the moment! The biggest problem with Chinese football is that they can't lift their heads and just stare at their feet. This bad habit will not be changed. Playing football with the brain will always be empty talk. Our enterprise marketing is still used to set wisdom as the radiance of the aura, and has not solidified the wisdom to play football. The age of lowering the cart is gone. It is imperative to look up at the road.

For the first time Own The computer is ecstatic as if it were a treasure. Pity that the master desktop machine is always abnormal, so he constantly hides trouble with those who know computers. The answer is surprisingly consistent: you first reboot! Restart the computer easily and move your fingers. It is not difficult to restart the first intelligence of marketing. First of all, we must learn to forget and put down.

In ancient times, a man with deep attainments of Buddhism learned that a monk in the temple had a respected old Zen master. When the disciple of the old Zen master received him, he was arrogant. He thought to himself, "I am a very accomplished person in Buddhism. What old man does your brother count?" then the old Zen master received him very respectfully and made tea for him. But when the water poured, the cup was full, and the old Zen master kept pouring it down. He puzzled and asked, "master, why is the cup already full, and pouring it?" the master said, "yes, now that it is full, why do we still pour it?"

Forget is great wisdom: Marketing in the Chinese market has been popular for 30 years. It is described by the world as shocking! Let Chinese enterprises forget that it is really difficult to forget Chinese marketing, but business marketing can not forget, it will always be only half a bottle of water, but it is a pity that it can not be drunk again.

The little monk and the old monk went down to the mountains and went to the river. They saw that a beautiful woman was worrying and could not cross the river. The old monk said to the beautiful woman, "I'll pass you back." Beauty agrees. Later the little monk was dumbfounded and did not dare to ask. And then walked twenty miles. I could not help but ask, "master, ah, we are monks, how can you carry the girl across the river?" the old monk told him lightly: "you see, I put her across the river and put it down. Why did you not put it down for twenty miles?"

Letting go is the great wisdom: products, prices, channels, promotions, customers, costs, convenience, communication, market segmentation, target customers, positioning and integrated marketing communications. We have just learned how to put it down. We even translated the "art of war", "the Analects of Confucius" and "Huangdi Neijing" through marketing language once again. But business marketing can not be put down, it can only be weight-bearing, hard to return, retreat and retreat, and it is hard to move forward.

We do not need to discuss why we should restart the issue of enterprise marketing first intelligence. We leave it to scholars to study it slowly. We do not need to think about whether we should restart the issue of enterprise marketing first intelligence. We leave it to marketers to think about it. Let us not even know whether we can restart the issue of enterprise marketing first intelligence. We leave it to experts for further discussion. Now we only have one thing to do. We try to start from the beginning of forget and put down the first wisdom of enterprise marketing.

Wisdom is the ability to discriminate and invent. So wisdom is not a glint in the sky, it is a real ability. The simplest explanation of ability is the matching degree of a person's body and knowledge with his work. A swimmer is better swimmer than a swimmer. If doctors and swimmers are more skilled than doctors, it is natural for doctors to be strong. From the perspective of capability, enterprise marketing intelligence can be fully cultivated and trained.

Professor Kaplan once said: things that cannot be described do not measure, and things that cannot be measured cannot be managed. According to statistics from Professor Kaplan, only 10% of organizations implement their strategies. What is the obstacle to implementing strategy? Only 5% of people understand strategy, only 25% of them have strategy related incentive, 85% of management team discuss strategy less than one hour, and 60% of organizations do not link strategy with budget. What I want to tell you is that 100% of enterprises do not link strategy with intelligence.

The first wisdom of enterprise marketing is the wisdom of choice, which is solidified in the strategy of an enterprise. Choice is to choose from a group or group; strategy is to guide or decide the overall plan and strategy. The first wisdom of enterprise marketing is to choose its own strategy and run through the choice of enterprise marketing in strategy. Just like personal wisdom, we must rely on the ability to display the results, so the wisdom of enterprise marketing must be embodied by the results of strategic choice.

I have funds, which industry has the potential to invest in any industry. Do you say this is a strategy? This is indeed a strategy, but this is not an enterprise marketing strategy, because this strategy lacks marketing wisdom. There are only two points in the choice of marketing strategy: the profit point of enterprises and the growth point of corporate wealth. The first wisdom of enterprise marketing is to choose strategies based on these two points and to run through the choice of enterprise marketing in strategy.

In 1981, after Welch took over Ge, he proposed the development strategy of Ge enterprises "not the world's first second, on reform, sale or closure". Since then, the "number one" strategy has become the guiding principle for the development of Ge business. "Number one" is the strategy of Ge selection, and it is also the choice that GE has been running through throughout the strategy.

In 1992, the mobile voice Motorola entered into China and formulated four major development strategies: first, investment and technology transfer; second, localization of talents; third, localization of supporting products; fourth, the development of joint ventures and cooperation based on sole proprietorship. The four point strategy is actually the choice of Motorola based on the profit point of the Chinese market and the growth point of corporate wealth.

This is strategy, which is the wisdom of choice. This is the first wisdom of every enterprise that wants to get the wealth of the enterprise.

This article is excerpt from "enterprise marketing reengineering".

Author introduction

Zhao Yifeng (formerly known as Zhao Shulin): the founder of simple marketing, the specialist of business marketing retraining, the first trainer of professional training of agricultural professionals, the top 100 Chinese brand consultants, the 500 top Chinese lecturers in the world, the founder of the first agricultural forum, the executive director of China Agricultural elite network, the honorary president of the Yellow River business school, and the president of Shenzhen century prosperity Marketing Management Consulting Co., Ltd.