Closer, I am summing up my marketing career for many years. As a member of Chinese marketing people, I have been examining the current marketing of China with a very calm attitude. I remember seeing such an advertisement in CCTV. One of the slogans is very profound. If the teenager is strong, then China is strong. If you can do a copy, I think it can be called - marketing is strong, then China is strong. As a representative of a Chinese marketer, I can't help but worry about the future of Chinese marketing in the face of the current volatility of marketing theories, opinions, and the influx of new marketing forces.
My friends often ask me why I don't publish some articles in the magazine. I laughed - I said that I am afraid that my immature theory or viewpoint will be misunderstood. A review of the current Chinese marketing environment has made me ask myself more than once - who should Chinese marketing people learn from!
As a half-way Chinese marketer, I, like other marketers, are full of desire for marketing knowledge, from rationality to actual combat, from books to magazines, from theoretical experts to actual combatants. We accept in the vast ocean of words that we believe It is the baptism of marketing truth. Suddenly, one day, you suddenly stunned, because you don’t know who’s theory is right, is Kotler or Liu Yongju? Is Lianzhong Zhida or Hejun Venture?
Perhaps many marketers have encountered or are about to encounter such confusion, which may be the only way to China's marketing. I don't want to comment on who is right or wrong. I just want to wake up here and combine my personal experience to bring more thoughts to the distributors of Chinese marketing knowledge, institutions and marketing knowledge. It would be gratifying to be able to contribute to China’s marketing.
After all, Chinese marketing is still immature and requires more positive guidance and care. In such an era of theoretical and actual combat, I can't rule out that there are no people with ulterior motives. These people may not be able to escape the fame and fortune, which may really harm Chinese marketing. As a result, some self-created theories and concepts of ignorance, hypocrisy and subversion of other people's theories and viewpoints, so they have not yet figured out that they have published articles, published books, and talked about a class and claimed that experts and other phenomena emerge one after another. I am not against the various forms of communication. At least this is also called a hundred schools of contention. But in an immature Chinese marketing environment, in a marketing group that lacks judgment, in a marketing context where no more critical voices can be heard, I don't know whether this unconstrained and unscrupulous mode of communication is desirable.
Of course, the mouth grows on the faces of others, the hands are on others, the freedom of speech, we have no right to interfere, so we can only hope that the recipients of these theories and opinions will polish their eyes. I combine my own experience, to whom Chinese marketers should learn this topic, and to give Chinese marketers some advice that can keep their eyes open. I don’t want to criticize and correct.
As a marketer, how to properly absorb and digest marketing knowledge, I think we should pay attention to the following aspects:
In the first place, there must be a skeptical attitude and a critical spirit. "There is doubt in reading," which is left from ancient China.
A famous saying, called a famous saying, shows that many people have verified its correctness. Mencius also said that it is better to have a book than a book. As a marketing person, learning marketing knowledge must be skeptical, that is to say, whoever puts this theory or opinion - even if he is an expert, it only represents one's own opinion, whether it is correct or not remains to be determined and verified. For example, some people have suggested that "the process of marketing management is more important than the results." How do you view this view? At the same time, learning marketing knowledge must also have a critical spirit, and dare to present their own different views, rather than blindly observing the views of others, especially authoritative persons. Do not regard the laws and laws proposed by others in books or magazines as iron laws. Whether laws or laws are not necessarily true.
I believe that China's marketing theory is immature, embodied in the following aspects: front, plausible, patchwork. It is said to be a management system, but it is also decent in form, but it lacks the modules it deserves. Either put together things that are irrelevant. For example, some people say that the marketing strategy system includes, what system, what system, etc., but people with a little logic common sense will see through it at a glance, and there is a clear progressive relationship in the parallel relationship of the system. Second, the marketing perspective is not left or right. The marketing point of view is too much. In order to prove that there is no exception to the point of view, the point of view is truth. There are countless examples. Third, let's make a mystery and create a concept. Originally, a common principle was intentionally complicated, in order to confuse the original concept. He had to re-create a new name and invite him with new and strange ideas. Just like the trade name and drug name of a drug.
Therefore, in such an immature marketing theory environment, under the premise that the state or relevant associations have not further regulated, it is obviously necessary for marketers to look at these theories and viewpoints with skepticism and critical spirit.
Second, understand the structure of marketing knowledge.
I think that the structure of marketing knowledge has three levels, and the previous level is called marketing common sense. Such as basic marketing principles and concepts, history of theoretical development, etc.; the second level is marketing skills. If you know what is the distribution rate, how to improve the distribution rate? The former is common sense, the latter is skill; the third level is marketing theory. That is, you organize the N scattered views and form a complete system. This is called marketing theory. These three levels of relationship are progressive, so in the process of learning, from the knowledge of their own knowledge, we must have selective learning, and at the level, we must learn step by step. For example, as a newcomer to marketing, I don't recommend to go to the marketing magazine first. It is easy to be impetuous and disoriented. Let's look at some theoretical books and understand the marketing common sense. This may result in greater profits.
After understanding the structure of marketing knowledge, learning has goals and methods. When you are getting started, you are good at mastering common sense. You are good at learning skills. When you are mature, you are good at summing up and improving. This is the three stages of marketing knowledge learning in a career.
Third, don't ignore the mention of marketing ideas.
Someone once mentioned this point of view, called marketing has no fixed position. This view illustrates two reasons from the side: in the front, there are many ways to achieve a marketing result or goal. Second, it shows that all marketing ideas have a premise. For example, let you develop a new market, you are eager to make a big effort, or steady and steady approach. You can't answer without the premise. Only after you understand the actual situation of the market can you make a decision. Therefore, when you see a marketing point of view, you must not ignore the preconditions of this point of view, that is to say, under what conditions this view is applicable, it is certain. With this reasoning, the point of view without preconditions is the wrong view. For example, the two indicators of the sales staff's assessment of sales volume and expenses are more scientific than the one that measures sales. How do you view this point of view?
Fourth, use dialectics to identify marketing perspectives.
Philosophy is a natural science, but I believe that people in any industry need to have some philosophical thinking. The dialectic in philosophy also applies to marketing. When someone tells you that Coca-Cola's 3A (see, buy, and buy) rules are wrong, you can dismiss his views. Dialectics tells us that everything has two sides, and everything has advantages and disadvantages. In addition to the natural laws that cannot be violated, there are no viewpoints, only relative views. This is the golden mean of the East, and the West calls it the theory of balance. Therefore, in the process of marketing learning, it is necessary to treat and deal with marketing ideas in a dialectical manner, and it is not possible to be credible. For example, when you see the idea that "direct sales model is better than proxy mode", you must analyze the specific situation of the company and the market, weigh the pros and cons of both, and objectively evaluate.
Fifth, marketing practice is a good standard for testing marketing truth.
The ancients had a language called learning. The same is true for learning marketing knowledge. Therefore, the marketing knowledge of learning must be tested in practice for his correctness and applicability. Marketing practice is a good standard for testing marketing truth. When you see a marketing point of view, you must verify it in practice before you can evaluate its correctness.
In short, a marketer must be a continuous learning marketer, a marketing person who will learn is bound to be a marketing person who can sneak in the eyes of the inspection. Faced with the words of hundreds of people, vast knowledge, how to learn correctly is a question that marketers must think before learning. At the same time, how to transform others' knowledge into self and become their own knowledge is the key to learning.
Later, I hope that my reminder can be like a cold water, splashing up the re-examination of marketing knowledge learning by Chinese marketers, taking the long-term in marketing learning and avoiding shortcomings. At the same time, I hope that some suggestions can help Chinese marketers to learn marketing knowledge correctly. I sincerely hope that the marketing path of Chinese marketers will get better and better.
Wooden Photo Frame, Wooden Picture Frame, MDF Photo Frame
PS / PVC Photo Frame Compo / Gesso Photo Frame Co.,Ltd , http://www.nf-photos.com