提到战略和营销,人们普遍存在着某种认识,倾向于认为战略是类似于宏伟蓝图之类的东西,而营销是实实在在的活动,二者之间好像天上地下,几乎没有什么相关,而且在中小企业更为如此, 说战略是大企业的事,中小企业无战略可言。做营销就是踏踏实实做事,要关注细节。果真如此吗?让我们首先搞清楚什么是战略, 然后看看营销需不需要战略。 When it comes to strategy and marketing, there is a general understanding that people tend to think that strategy is something like a grand blueprint, and marketing is a real activity. There seems to be almost nothing between the two. And it is even more so in small and medium-sized enterprises, saying that strategy is a matter of large companies, and SMEs have no strategy at all. To do marketing is to do things in a down-to-earth manner and pay attention to details. If so, let us first figure out what a strategy is and then look at marketing strategies that do not require it.