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战争往往是比较实力和心理的过程,也是由小到大、由弱到强的转换过程。长规战争,在战争的初级阶段,无论有否实力和士气,都是试探性的接触战,从打点开始,成功后由点带线,由线带面。而对于实力较弱的一方而言,都是从单一的兵种作战开始的,要么先从陆军开始,要么先从海军开始。在有了决定性的把握时,才会逐步投入陆海空三军协同作战。其实这与企业营销的策略是非常相仿的,对于大企业或超大规模的企业,开始的营销虽然也是试探性的投入(如宝洁公司),但在区域选择和媒体宣传上,同则会让人感到气势如虹。但对其本身而言,这种规模和“浪费”是在其预料中的事,与其自身的实力相比则是九牛一毛。如果试探成功,效果显著,它会在更大的范围、更多的媒体上进行宣传。通过强势宣传树立起品牌、产品特色。而对于中小企业,在任何时候都不会,也不应该进行不惜血本的一次性营销。所以他们的阶段性点式、线式、面式的营销特征就更明显才对。无论是在区域的选择上,还是在
War is often a process of comparing strength and mentality, and it is also a process of transformation from small to large and weak to strong. In the war of the long rules, in the initial stage of the war, whether there is strength or morale, it is an exploratory contact war. From the start of the fight, after the success, the line is brought into line with the line. For the weaker side, it begins with a single unit battle, either starting with the Army or starting with the Navy. With a decisive grasp, it will gradually invest in the combined operations of the three armed forces. In fact, this strategy is very similar to corporate marketing. For large companies or ultra-large-scale enterprises, the initial marketing is a tentative investment (such as Procter & Gamble), but in the regional selection and media promotion, the same will make people Feel like a rainbow. But for itself, this scale and “wastefulness” is in its expectation, compared with its own strength. If the test is successful, the effect will be significant. It will be promoted in a wider range and more media. Through strong propaganda to establish a brand, product characteristics. For small and medium-sized enterprises, they should not, at any time, conduct one-off marketing at the expense of capital. Therefore, their staged, line, and face marketing features are more obvious. Whether it is in the choice of area or in