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当今世界,市场竞争日趋激烈复杂,生意难做已成为众多企业营销管理者的共识。虽然每年在世界市场上大约有一万多种新产品问世,但有八成左右被无情淘汰。这些出师未捷的新产品,究其原因,多半是企业仍然沿用旧的传统营销观念,误认为企业之间或企业同消费者之间,只是单纯的产销关系和买卖关系,而没有事先进行大手笔策划所致。企业如何参与市场竞争取得优势地位,这是当前企业营销管理者面对的一个亟待解决的新课题。市场如战场,市场竞争的本质是人才竞争,而人才竞争归根到底是高智商的竞争。因此,一个成功的企业往往是利用内脑(企业内部营销管理人才)或借用外脑(聘请营销专家、教授和营销高手)进行
In today’s world, market competition has become increasingly fierce and complex, and difficult to do business has become the consensus of many corporate marketing managers. Although about 10,000 kinds of new products come out on the world market each year, about 80% of them are mercilessly eliminated. The reason why these new products are not successful is that companies still use old traditional marketing concepts and mistakenly believe that companies or consumers are simply between production and sales relationships and sales relationships, without prior planning. Caused. How companies participate in market competition to gain a dominant position is a new topic that companies’ marketing managers are facing urgently. Markets such as battlefields, the essence of market competition is the competition for talents, and the competition for talents is ultimately the competition of high IQ. Therefore, a successful company often uses internal brain (internal marketing management talent) or borrows external brain (recruit marketing experts, professors, and marketing experts).