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近年来,国外商界突然对我国的《孙子兵法》、《三国演义》等兵书战策产生了浓厚的兴趣,并掀起了一股学习战略战术热潮,将其精华融入市场营销与竞争之中。商战奇谋中靠内在的诚实、信誉、价廉物美、服务优质而取胜的不少,他们不过是用绝妙的营销来抢机遇、扩名声、占市场,其中不乏精明之举、可取之处。 “拙”招相传 我国的茅台酒在参加巴拿马博览会时,打翻了一瓶茅台酒,顿时整个展厅酒香扑鼻、沁人心脾,许多客商纷纷与茅台酒厂签订了大批的供货合同。这一招不仅使茅台酒厂在这次博览会上夺得金奖,而且从此一举成名,走向世界。 如此营销方式,看似很“拙”,其实很巧。它告诉人们,在经营出现困难时,要善于动脑筋,在看似无路可走的情况下辟出一条路。其实,日本丰田汽车公司在开拓美国市场时,也是运用了这看似笨拙的营销方式而一举成功的。他们录下了这样一个镜头:一位司机驾驶着一辆丰田车连人带车从10多米高的地方开了下去……正当人们震惊之余,只见驾驶员安然无恙,丰田车也完好无损。当这一录相镜头通过电视台播放到美国千家万户时,产生了意想不到的好效果。因为在美国,汽车多而车祸也多,坐车人大多缺乏安全感,丰田车既然有如此优良的性能,用车人谁不希望多一份安全感呢?于是,美国立即掀起了一股购?
In recent years, the foreign business community suddenly became very interested in the war books and war policies such as “Art of War by Sun Tzu” and “The Romance of the Three Kingdoms” and set off an upsurge of learning strategies and tactics to integrate their essence into marketing and competition. In the war of plots, many people won by virtue of their honesty, credibility, cheapness and service quality. However, they used the marvelous marketing to grab opportunities, expand their reputation, and occupy the market. Many of them are savvy and desirable. “Clumsy” Reciever Our country’s Maotai liquor in the Panama Expo, knocked over a bottle of Maotai liquor, suddenly the entire showroom fragrant, refreshing, many merchants have Maotai Distillery signed a large number of supply contracts. This move not only makes the Maotai winery won the gold medal at this fair, but also fame in one fell swoop, to the world. Such marketing methods, it seems very “clumsy”, in fact, very clever. It tells people that they should be brainy enough to find a way out of the seemingly ill-advised business when problems arise. In fact, Japan’s Toyota Motor Corporation in the United States to open up the market, but also the use of this seemingly clumsy marketing success in one fell swoop. They recorded a scene where a driver driving a Toyota car drove a car over 10 meters high ... Just as people were shocked, they saw the pilots were safe and the Toyota car was intact. When this footage was broadcast on television to millions of households in the United States, it produced unexpectedly good results. Because in the United States, many cars and more car accidents, most of the car lack of security, Toyota cars since there are such excellent performance, the car who do not want a sense of security so it? So the United States immediately set off a share purchase?