El Rays, Dzhek Traut "Marketing Yin yãƙi": da abun ciki, sake dubawa

An yi imani da cewa ba za ka iya gina naka kasuwanci ba tare da ta dace dalili. A wannan yanayin, shi ne sau da yawa rawa ne ba kawai da proverbial mafarki na samun arziki, ko don tabbatar da kansu, amma kuma takamaiman misalai na nasara mutane. Yana da wadannan 'yan ƙasa da kuma bayyana littafin "Marketing Yin yãƙi", wanda for shekaru 20 ba ya rasa da shahararsa a cikin kasuwanci wakilan. Mene ne na musamman game da wannan edition? Abin da bai ta ce? Kuma abin da suka tunani game da shi da masu karatu?

Janar bayani game da littafin

Littafi da kyau magana sunan da aka farko da aka rubuta a shekarar 1986, da aka buga a karkashin marubucinsa Ila Raysa da kuma Jack Trout (za ka iya gani a cikin hoto a kasa). Abin lura shi ne cewa duka marubuta sun real kasuwar wanda sun gudanar ci a cikin kasuwanci.

Dalili ta nan gaba bestselling mawallafa da ka'idar, wanda da zarar ya bayyana a cikin rubuce-rubucen kimiyya "A War" Prussian jami'in da kuma soja marubuci Carl von Clausewitz. A cewar wannan ka'idar, a cikin aikinsa "Marketing Yin yãƙi" marubutan da kusantar da wani misalin tsakanin real kuma hasashen yaki da kudi gasar a tsakanin manyan hukumomi. A cikin view, wannan dangantaka shi ne a bayyane yake, kuma marubucin da ka'idar da suka kira mafi girma na sayar da dabarun a tarihi.

Menene babban manufar da littafin?

Dalilin da rubutu "Marketing Yin yãƙi", ciki har da wani nuni da dalilai, da mawallafa bayyana a cikin daki-daki, a cikin gabatarwar. A da shi suka magana game da shiri na manyan hukumomi don yin yaki domin jagoranci, ba Dõmin har ma da dirtiest hanyoyin da gwagwarmaya.

A cewar su, da littafin "Marketing Yin yãƙi" shi ne wani irin kayan aiki ga manyan 'yan kasuwa da kuma kananan da suke so su gina nasu kasuwanci da kuma ba su ji tsoron gasar da kuma kawai "so su tsira."

A littafin samar kankare misalai na kasuwanci da duk tarzomar sakamakon.

E. Rice da kuma J. Trout "Marketing Yin yãƙi": summary

A sa mamaki bazawa muna magana ne game da zamani marketing. Haka kuma, masu karatu ana kiran su zuwa dubi gwagwarmaya tsakanin hukumomi a wani mabanbanta kwana.

A littafin yana nufin jigon marketing, wadda bisa ga marubuta, ba a iyakance ga abokin ciniki sabis, da kuma yin amfani da wani iri-iri dabaru da kuma tweaks cewa taimaka don samun kusa da kuma cimma fafatawa a gasa na kamfanin. Kuma a cikin wannan harka, sayar da aka touted a matsayin rike da wasu fada a tsakanin wakilan babban kasuwanci ga ƙasa, da muhimmancin wanda shi ne dukan abokin ciniki masu sauraro.

Abin da marketing dabarun ake samarwa da mawallafa?

Bugu da kari ga m tips, E. Rice da kuma J. Trout ( "Marketing Yin yãƙi" - daya daga cikin shahararrun marubuta littattafai) gaya data kasance marketing dabarun. Bisa ga jarrabawa, su ne na wadannan iri:

• m.
• tsaron gida.
• partisan.
• flank.

A ci gaba daga na sama da aka ambata littafin marketing m dabarun ne a search na talented generals for biyu ko 'yan manyan gasar kamfanoni. A wannan yanayin, babban ayyuka na tawagar samu ne search da kere amfani da rauni gefe na abokan gaba.

Tsaron gida dabara na wasan ya shafi wani babban marketing shugaban. Abin lura shi ne cewa dabarun dogara ne a kan hari ba zaba abokin gaba (gasa), da kuma kaina. Bugu da ƙari kuma, bisa ga irin wannan dabara, karfi kamfani za gani a saboda lokaci da kuma hana kai hari a gasa da kuma aikata duk da cewa shi ya gaza madauwaman zullumi.

Guerrilla dabara da kuma flanking

Game da yaƙin dabara Dzhek Traut da co-marubucin ya rubuta da wadannan: kusan duk 'yan wasan a cikin marketing yaki suna zamar masa dole ya gudanar gefen ayyukan. Ganin cewa yawancin kamfanoni da cewa shugabannin a tsanani kudi tseren da nisa sosai, zai iya kawai ta tabbata ga fatan ga nasara, idan ba fara zuwa yãƙi a fili. Bisa ga marubuta, za su ci ƙwarai, abu mai yaƙin basasa.

Flanking dabara, kamar yadda shi dai itace, shi ya dogara da nasarar da aka zaɓa batu. Haka kuma, shi dole ba ne kawai gane, amma kuma yi nasu sabawa. A wasu kalmomin, idan bincike na da kasuwar kashi na daya mahaluži ne gibba, da suka bukata da kamfani na ta yin gasa. Kuma ba shakka, a nan, kamar yadda a cikin wani real yaki, shi duka dogara da kashi na mamaki.

Abin da manyan kamfanoni suna da aka ambata a cikin littafin?

Babban 'yan wasa El Rays da Trout D. ambaci shugabannin Carbonated drinks taushi, azumi abinci, giya da samar da tallace-tallace, IT-fasahar da yawa wasu. Alal misali, a cikin aikin da mawallafa muna magana ne game da wani real yaki tsakanin wannan Refayawa kamar Coca-Cola da kuma Pepsi. A gasar tsakanin wadannan biyu da kamfanoni ne don haka mai girma cewa entails cikin wadanda mutane 'yan adawa.

A cikin littafinsa a kan "Marketing Yin yãƙi" wadannan brands ake farko idan aka kwatanta, sa'an nan ya bayyana hanyoyin da gwagwarmaya tare da juna. Saboda haka, bisa ga marubuta, ku ɗanɗana game da wannan duka biyu abubuwan sha. A nan ne kawai da wani ɓangare na Coca-Cola kamfanin rike da wani asiri, da kuma Pepsi, a maimakon haka, ya rubuta a kan kowane lakabin. Amma ke ba da ma'ana.

Dukansu kamfanonin fi son zuwa yãƙi a cikin talla filin, ta amfani da kafofin watsa labarai, billboards, da ãyõyinMu, da sauran halayen. Kuma su gwagwarmayar kamar yadda Dzhek Traut ce ƙwarai da gaske. Daya yana daya kawai takara na yaki zuwa fim, jera isgilancinsu kishiya, na biyu halitta da video a mayar da martani.

To, bayan da shugabannin kasashen biyu sun fara gasa, da samar da wani sabon kwalban, aiki a kan inganta da dabara, kazalika zuwa sama tare da wani iri-iri na kiran kasuwa da kyaututtuka da kuma lotteries.

Sha'awa, da m gwagwarmaya ne kawai Pepsi. Coca-Cola ne sau da yawa watsi da irin wannan hare-hare, da zabar wani dãko. Amma idan kamfanin ne ke da alhakin, shi ya aikata shi a grand sikelin.

The adawa tsakanin sauri-abinci shugabannin

Wani karin misali na soja mataki da aka ambata a cikin littafin "Marketing Yin yãƙi" ne a perennial adawa na azumi abinci gidajen cin abinci McDonald ta kuma Burger King.

A wannan yanayin, da gasar tsakanin kungiyoyi da ma ya faru a kudi na talla. Alal misali, idan akwai lokacin da gidan cin abinci Burger King posted a banner kusa da ƙofar McDonald ta. Kuma shi ne babban Burger da kalmomi "Ji dandano, ba ku ɗanɗana" an wakilta kuma halarci kibiya akan a cikin shugabanci na gidan cin abinci Burger King. Saboda haka, kamfanin ya iya yin fun na gasa da kuma jawo hankalin hankalin abokan ciniki.

Wani wuri a cikin shekaru 80 tsakanin shugabannin marketing yaki kai ta koli. A wannan lokaci, Burger King ya sanya wani real naushi a ciki ga dawwamammen kishiya, cire quite m video. A da shi, matasa actress Sarah Michelle Gellar na cin abinci a Burger kuma ce cewa a Burger King kayayyakin a kan 20% nama fiye a McDonald ta.

A mayar da martani ga irin wannan tsoro tafi wakilan gasa kai ƙarar ba kawai kamfanin da kanta, amma kuma wani actress, da kuma wani talla hukumar samar da rubutun ga wani movie.

The yaki tsakanin Apple da Samsung

Ganin misalai na marketing littattafan, ba a ambaci irin wannan babbar 'yan wasa na IT-fasahar, kamar Samsung da Apple. Dukansu kamfanoni sun zaba flanking dabara. Alal misali, bayan da a saki na Apple iPhone 4 fara samun mai yawa zargi da disturbances alaka sadarwa kasawa.

Koyo na wannan gazawar madawwami kishiya, da Samsung nan da nan halitta wani dukan line na Galaxy S. A wannan yanayin, da sabon abu ne free aika cikin shahararrun shafukan da Turanci, wanda, a gaskiya, ya rubuta game da Apple ya shortcomings.

A lokaci guda Samsung kaddamar da wani talla goyon baya ga Galaxy S, maimakon yin amfani da haruffa a cikin kalma LL Hello sadarwa gumaka. Saboda haka, kamfanin ya ciyar da kayayyakin da teased gyada gasar kamfanonin.

A gwagwarmaya tsakanin shugabannin mota

A littafin "Marketing Yin yãƙi" ma ya bayyana cikin mota Refayawa, wanda sau da yawa gasa da juna. A daukan hankali misali an dauki abun cece kuce tsakanin Audi, Porshe da Nissan.

Kamar yadda wadannan makamai masana'antun, kamar baya fafatawa a gasa amfani da talla. Alal misali, an dauke su zama mafi nasara marketing ploy na Nissan wanda shi ne mai dabarun don zaɓar a madadin wani kwatanta da fafatawa a gasa. Don wannan karshen, shi ya dauka biranen Ingila da kuma Audi motoci Porshe, tare da su inscriptions: "More tsada, hankali da kuma ba kamar yadda iko kamar yadda da Nissan 370Z» da kuma «ina so in zama kamar yadda azumi a matsayin Nissan 370Z».

Abin da ya mayar da martani ga wannan talla stunt a Audi da Porshe, a cikin mafi kyau-sayar da littafin "Marketing Yin yãƙi" (reviews da kuma tattaunawa da wannan aiki da kuma wannan rana ba tafi da Fade) bai ce. Amma, mafi yawansu duk, kamfanoni suna ba bar ba tare da hankali, wannan mataki.

Wannan furor ya sanya wani m talla kamfanin BMW a 2003. Bisa ga ra'ayin marketing, an sanya wani haske photo zaman, a lokacin da BMW X5 a cikin wani nau'i na predatory Jaguar runtume Mercedes ML a cikin image jin dãɗi zebra.

Rayuwa misalai na cikin gida da brands

Neman a manyan kasashen waje da wakilan, shi tasowa sannu a hankali, kuma m marketing (horar wannan sauki kimiyya a yau ne Popular tsakanin dalibai daga kasashe daban-daban). A daidai wannan lokaci ma'aikata na Rasha da kamfanoni da da wakilin bai jinkirta su waje takwarorinsu. Alal misali, kwanan nan na kammala wani yaki tsakanin kamfanin "Hukumar kula da dabobi Rus" da kuma Nestle. Kuma shi ya da gaske a dafuwa duel. Saboda haka, na farko daga cikin 'yan wasan da bayar da wani ciniki kaza broth TM "Knorr", wanda aka ambata sau biyu cewa, kana bukatar ka dafa ba tare da sihiri. Kuma a ƙarshen movie ya busa taken: "Wannan miya. Babu sihiri. "

Mene ne views na masu amfani game da littafin?

Duk da cewa tun cikin littafin da littafin da fassarar a cikin Rasha ya da wani dogon lokaci domin ta zuwa yanzu magana. Alal misali, daya daga cikin ma'aikata na marketing sashen ya ce ya aka sha'awar da ɗaba'ar. A cewar shi, da littafin yana nufin ainihin aiki ayyuka, wanda a yau ake amfani da dama manya da kanana kamfanoni. Haka kuma, mai amfani da nuna masa nadãma a ba karanta a baya edition.

Wani mai amfani da kuma ya bayyana da farko gamuwa da littafin. Daga da maganarsa a fili yake cewa littafin na wurin sa shi a matsayin irin littafi, a kan tushen da wanda ya ya iya samun cikakken marketing horo.

The uku zargin cewa littafin da aka rubuta a fili harshen da ya hada da wani yawan takamaiman misalai da m da misalai. Fourth kamar wani sabon abu m mawallafa, ta amfani da kwatanta real yãƙi, kuma m gasar tsakanin kamfanoni. Wasu daga cikin masu karatu suka yi karanci littafin daga farko zuwa qarshe, la'akari da m marketing dabaru amfani da marubuta.

A takaice, da littafin ne game da "Marketing Yin yãƙi" wani burge, da kuma wanda yake ba. Wani same shi a mai yawa da amfani dubaru da wani lokacin da bai dace ba iske shi da kuma m. Zama cewa kamar yadda shi may, da batun cancanci da hankali. Bayan karatu da shi, ba za ka samu a cikin shi abin da kake sha'awar da shi.