中小企業如何利用電子商務營銷吸引消費者

     zhongyangzhengfuzhunbeizaishieryuefenquanmiantongguohuobizhengcedenggezhongfangshi
，cijishichangxiaofei，yibiandaidongzhongxiaoqiyechanpinjigongyepindengdexiaoshou
，shixianzhenggejingjideyouxiaoliuzhuan
，jiejuejinrongweijidailaidegengdaweihai。erzuoweiguoneizhongxiaoqiyezhumen，dangdedaozheyangdekekaoxinwenxiaoxi，qiyejiangyongshenmeyangdefangshilaiyingduicijixiaofeigeiqiyedailaideshangji
？

　麵mian對dui這zhe樣yang的de商shang機ji，幾ji乎hu大da部bu分fen企qi業ye第di一yi個ge想xiang到dao的de就jiu是shi資zi金jin，然ran後hou，再zai會hui去qu想xiang產chan品pin的de營ying銷xiao，最zui後hou才cai會hui去qu考kao慮lv市shi場chang消xiao費fei者zhe的de消xiao費fei。如ru果guo是shi這zhe樣yang的de話hua，我wo們men想xiang，中zhong小xiao企qi業ye可ke能neng麵mian對dui商shang機ji又you將jiang失shi去qu商shang機ji，因yin為wei你ni的de這zhe種想法
，讓你走入了三個固守的誤區：

　第一誤區：許(xu)多(duo)企(qi)業(ye)已(yi)經(jing)成(cheng)了(le)習(xi)慣(guan)思(si)維(wei)
，隻(zhi)要(yao)有(you)資(zi)金(jin)，隻(zhi)要(yao)生(sheng)產(chan)能(neng)滾(gun)動(dong)，銷(xiao)售(shou)不(bu)成(cheng)問(wen)題(ti)，這(zhe)些(xie)中(zhong)小(xiao)企(qi)業(ye)主(zhu)們(men)一(yi)直(zhi)把(ba)營(ying)銷(xiao)看(kan)成(cheng)是(shi)最(zui)後(hou)一(yi)道(dao)工(gong)程(cheng)，而(er)這(zhe)樣(yang)的(de)習(xi)慣(guan)，是(shi)銀(yin)行(xing)給(gei)養(yang)出(chu)來(lai)，不(bu)論(lun)是(shi)那(na)個(ge)銀(yin)行(xing)
，一(yi)提(ti)到(dao)貸(dai)款(kuan)，第(di)一(yi)個(ge)考(kao)慮(lv)是(shi)企(qi)業(ye)有(you)多(duo)少(shao)固(gu)定(ding)資(zi)產(chan)？第(di)二(er)個(ge)考(kao)慮(lv)的(de)是(shi)生(sheng)產(chan)設(she)計(ji)能(neng)力(li)帶(dai)來(lai)的(de)設(she)備(bei)投(tou)入(ru)，但(dan)卻(que)不(bu)知(zhi)道(dao)，設(she)備(bei)投(tou)入(ru)一(yi)定(ding)要(yao)看(kan)市(shi)場(chang)的(de)容(rong)量(liang)、市(shi)場(chang)消(xiao)費(fei)者(zhe)目(mu)標(biao)群(qun)和(he)市(shi)場(chang)競(jing)爭(zheng)的(de)實(shi)際(ji)情(qing)況(kuang)而(er)定(ding)的(de)，但(dan)銀(yin)行(xing)在(zai)這(zhe)方(fang)麵(mian)的(de)外(wai)行(xing)，再(zai)則(ze)，銀(yin)行(xing)是(shi)不(bu)會(hui)去(qu)考(kao)慮(lv)企(qi)業(ye)的(de)整(zheng)個(ge)市(shi)場(chang)的(de)營(ying)銷(xiao)能(neng)力(li)
，和(he)營(ying)銷(xiao)開(kai)拓(tuo)的(de)整(zheng)體(ti)水(shui)平(ping)，因(yin)為(wei)這(zhe)更(geng)是(shi)銀(yin)行(xing)的(de)外(wai)行(xing)了(le)。隻(zhi)要(yao)前(qian)兩(liang)則(ze)問(wen)題(ti)銀(yin)行(xing)不(bu)認(ren)可(ke)
，那(na)麼(me)就(jiu)是(shi)企(qi)業(ye)再(zai)有(you)能(neng)力(li)也(ye)不(bu)可(ke)能(neng)得(de)到(dao)貸(dai)款(kuan)的(de)。而(er)作(zuo)為(wei)我(wo)們(men)現(xian)代(dai)企(qi)業(ye)管(guan)理(li)，是(shi)以(yi)營(ying)銷(xiao)訂(ding)單(dan)來(lai)決(jue)定(ding)生(sheng)產(chan)的(de)，在(zai)沒(mei)有(you)一(yi)套(tao)整(zheng)合(he)營(ying)銷(xiao)的(de)計(ji)劃(hua)措(cuo)施(shi)下(xia)，就(jiu)是(shi)設(she)備(bei)再(zai)好(hao)，就(jiu)是(shi)固(gu)定(ding)資(zi)產(chan)再(zai)多(duo)

，企(qi)業(ye)倒(dao)下(xia)的(de)還(hai)是(shi)倒(dao)下(xia)了(le)，作(zuo)為(wei)銀(yin)行(xing)最(zui)後(hou)還(hai)是(shi)拿(na)上(shang)一(yi)堆(dui)沒(mei)有(you)用(yong)的(de)東(dong)西(xi)作(zuo)為(wei)抵(di)押(ya)物(wu)。如(ru)果(guo)銀(yin)行(xing)反(fan)過(guo)來(lai)做(zuo)，就(jiu)不(bu)一(yi)樣(yang)了(le)，把(ba)握(wo)住(zhu)整(zheng)合(he)營(ying)銷(xiao)開(kai)拓(tuo)創(chuang)新(xin)與(yu)營(ying)銷(xiao)創(chuang)意(yi)帶(dai)來(lai)的(de)市(shi)場(chang)先(xian)機(ji)，從(cong)刺(ci)激(ji)消(xiao)費(fei)者(zhe)的(de)可(ke)行(xing)性(xing)進(jin)行(xing)考(kao)慮(lv)，再(zai)去(qu)考(kao)慮(lv)設(she)備(bei)增(zeng)加(jia)的(de)可(ke)能(neng)性(xing)，再(zai)去(qu)執(zhi)行(xing)對(dui)固(gu)定(ding)資(zi)產(chan)的(de)最(zui)後(hou)確(que)定(ding)
，我(wo)想(xiang)就(jiu)不(bu)會(hui)出(chu)現(xian)銀(yin)行(xing)害(hai)中(zhong)小(xiao)企(qi)業(ye)，而(er)中(zhong)小(xiao)企(qi)業(ye)反(fan)過(guo)來(lai)又(you)害(hai)銀(yin)行(xing)的(de)情(qing)況(kuang)成(cheng)為(wei)一(yi)種(zhong)主(zhu)流(liu)現(xian)象(xiang)發(fa)生(sheng)。

　中zhong國guo有you一yi個ge由you共gong青qing團tuan組zu織zhi的de中zhong國guo青qing年nian創chuang業ye者zhe基ji金jin，就jiu是shi由you創chuang業ye者zhe申shen請qing，通tong過guo基ji金jin會hui的de專zhuan家jia進jin行xing論lun證zheng，再zai由you熟shu悉xi這zhe方fang麵mian的de營ying銷xiao專zhuan家jia進jin行xing一yi對dui一yi的de輔fu導dao，最zui後hou專zhuan家jia組zu決jue定ding基ji金jin貸dai款kuan的de發fa放fang量liang，使shi創chuang業ye者zhe在zai極ji小xiao的de風feng險xian下xia完wan成cheng一yi次ci創chuang業ye過guo程cheng，結jie果guo證zheng明ming，這zhe種zhong方fang案an是shi成cheng熟shu的de，中zhong國guo十shi萬wan青qing年nian創chuang業ye者zhe不bu但dan得de到dao的de資zi金jin的de支zhi持chi，更geng得de到dao了le最zui為wei關guan鍵jian的de營ying銷xiao支zhi持chi
，使shi創chuang業ye者zhe的de企qi業ye在zai良liang性xing中zhong得de到dao發fa展zhan，基ji金jin會hui下xia的de創chuang業ye扶fu持chi企qi業ye其qi資zi金jin有you效xiao率lv要yao比bi銀yin行xing高gao出chu九jiu十shi倍bei，這zhe給gei支zhi持chi這zhe一yi計ji劃hua的de中zhong國guo許xu多duo規gui模mo型xing民min營ying企qi業ye家jia們men帶dai來lai了le信xin心xin，紛fen紛fen不bu斷duan地di投tou入ru基ji金jin，使shi這zhe個ge基ji金jin會hui成cheng為wei中zhong國guo最zui有you品pin牌pai的de基ji金jin會hui組zu織zhi。

　隻(zhi)要(yao)銀(yin)行(xing)改(gai)變(bian)思(si)路(lu)
，那(na)麼(me)中(zhong)小(xiao)企(qi)業(ye)可(ke)能(neng)會(hui)更(geng)快(kuai)地(di)改(gai)變(bian)自(zi)己(ji)固(gu)有(you)的(de)思(si)路(lu)，很(hen)快(kuai)地(di)走(zou)出(chu)這(zhe)個(ge)資(zi)金(jin)的(de)習(xi)慣(guan)誤(wu)區(qu)
，使(shi)中(zhong)小(xiao)企(qi)業(ye)能(neng)夠(gou)在(zai)最(zui)快(kuai)的(de)速(su)度(du)裏(li)抓(zhua)住(zhu)這(zhe)樣(yang)的(de)商(shang)機(ji)，使(shi)國(guo)人(ren)早(zao)日(ri)麵(mian)對(dui)危(wei)機(ji)更(geng)有(you)信(xin)心(xin)去(qu)共(gong)同(tong)克(ke)服(fu)。

　第(di)二(er)個(ge)誤(wu)區(qu)，中(zhong)小(xiao)企(qi)業(ye)往(wang)往(wang)對(dui)於(yu)營(ying)銷(xiao)思(si)路(lu)考(kao)慮(lv)的(de)第(di)一(yi)個(ge)問(wen)題(ti)就(jiu)是(shi)價(jia)格(ge)問(wen)題(ti)

，這(zhe)是(shi)中(zhong)國(guo)中(zhong)小(xiao)企(qi)業(ye)最(zui)大(da)的(de)誤(wu)區(qu)，如(ru)中(zhong)國(guo)的(de)許(xu)多(duo)醬(jiang)油(you)企(qi)業(ye)，一(yi)直(zhi)在(zai)考(kao)慮(lv)用(yong)低(di)價(jia)格(ge)進(jin)行(xing)競(jing)爭(zheng)最(zui)低(di)端(duan)的(de)消(xiao)費(fei)市(shi)場(chang)
，但(dan)從(cong)來(lai)不(bu)會(hui)去(qu)想(xiang)一(yi)想(xiang)中(zhong)高(gao)端(duan)市(shi)場(chang)的(de)需(xu)求(qiu)，一(yi)袋(dai)醬(jiang)油(you)你(ni)在(zai)市(shi)場(chang)中(zhong)零(ling)售(shou)為(wei)一(yi)元(yuan)錢(qian)，我(wo)就(jiu)有(you)八(ba)毛(mao)錢(qian)的(de)出(chu)來(lai)
，有(you)了(le)八(ba)毛(mao)錢(qian)的(de)
，就(jiu)有(you)六(liu)毛(mao)錢(qian)的(de)
，結(jie)果(guo)，出(chu)來(lai)的(de)那(na)是(shi)醬(jiang)油(you)呀(ya)
，而(er)是(shi)全(quan)麵(mian)的(de)化(hua)學(xue)原(yuan)料(liao)勾(gou)兌(dui)完(wan)成(cheng)的(de)產(chan)品(pin)
，其(qi)中(zhong)真(zhen)正(zheng)的(de)發(fa)酵(jiao)醬(jiang)油(you)含(han)量(liang)幾(ji)乎(hu)不(bu)到(dao)5%
，這zhe對dui國guo人ren的de健jian康kang有you好hao處chu嗎ma
？要yao是shi我wo們men的de企qi業ye隻zhi要yao改gai變bian一yi下xia思si路lu，通tong過guo改gai換huan營ying銷xiao渠qu道dao

，通tong過guo技ji術shu改gai造zao

，通tong過guo專zhuan業ye的de科ke學xue態tai度du，把ba醬jiang油you從cong營ying銷xiao創chuang意yi的de各ge個ge角jiao度du進jin行xing開kai拓tuo，怎zen麼me可ke能neng沒mei有you突tu破po呢ne？有you突tu破po就jiu不bu會hui與yu競jing爭zheng對dui手shou有you白bai日ri化hua的de激ji烈lie競jing爭zheng，成cheng本ben問wen題ti馬ma上shang就jiu可ke以yi得de到dao解jie決jue，利li潤run當dang然ran完wan全quan把ba握wo在zai中zhong小xiao企qi業ye主zhu的de手shou裏li了le。有you一yi家jia中zhong國guo著zhu名ming的de調tiao味wei品pin企qi業ye，經jing過guo六liu年nian研yan究jiu
，推tui出chu一yi個ge百bai天tian營ying養yang醬jiang油you，通tong過guo專zhuan業ye的de手shou段duan告gao訴su消xiao費fei者zhe不bu到dao一yi百bai天tian的de發fa酵jiao，那na麼me將jiang少shao多duo少shao種zhong的de氨an基ji酸suan和he其qi它ta營ying養yang物wu質zhi，味wei道dao不bu正zheng
，要yao是shi超chao過guo一yi百bai天tian發fa酵jiao，那na麼me會hui容rong易yi造zao成cheng有you害hai物wu質zhi的de滋zi生sheng，對dui健jian康kang有you害hai

，從cong味wei道dao來lai說shuo要yao比bi百bai天tian發fa酵jiao要yao差cha得de多duo。接jie著zhe他ta們men又you改gai變bian以yi往wang大da麵mian積ji進jin行xing終zhong端duan導dao入ru的de唯wei一yi渠qu道dao銷xiao售shou方fang式shi，卻que大da膽dan地di開kai辟pi電dian子zi商shang務wu營ying銷xiao渠qu道dao上shang，把ba醬jiang油you與yu其qi它ta調tiao味wei品pin形xing成cheng一yi個ge套tao裝zhuang，對dui於yu一yi個ge城cheng市shi家jia庭ting剛gang好hao一yi個ge月yue的de消xiao耗hao量liang
，非fei常chang精jing製zhi
，也ye是shi非fei常chang方fang便bian，一yi下xia子zi成cheng為wei市shi場chang的de一yi個ge亮liang點dian，六liu個ge月yue時shi間jian，企qi業ye銷xiao售shou直zhi線xian上shang升sheng，利li潤run滾gun滾gun而er來lai。一yi個ge醬jiang油you做zuo到dao電dian子zi商shang務wu領ling域yu中zhong去qu，就jiu是shi現xian在zai幾ji乎hu沒mei有you一yi個ge人ren敢gan去qu想xiang象xiang這zhe樣yang的de銷xiao售shou模mo式shi，但dan人ren家jia卻que做zuo到dao了le

，而er且qie做zuo得de非fei常chang成cheng功gong。

　但dan非fei常chang困kun難nan的de是shi，我wo們men要yao想xiang改gai變bian中zhong小xiao企qi業ye這zhe樣yang的de思si路lu，需xu要yao花hua出chu很hen大da的de精jing力li
，固gu有you的de最zui沒mei有you水shui平ping的de價jia格ge競jing爭zheng，成cheng為wei中zhong小xiao企qi業ye自zi相xiang殘can殺sha的de武wu器qi，而er對dui於yu目mu前qian的de中zhong央yang政zheng府fu準zhun備bei進jin行xing市shi場chang消xiao費fei刺ci激ji，我wo們men的de中zhong小xiao企qi業ye可ke不bu能neng像xiang98年那個時候一樣，把一種商機作為一種淺層次的營銷行為，再一次以價格策略進行市場競爭，那麼誰先競爭誰先死。

　隻有通過營銷創意
，來完成中小企業對於營銷的全麵改革。

　當dang然ran，要yao走zou出chu這zhe個ge誤wu區qu，先xian要yao走zou出chu營ying銷xiao創chuang意yi不bu理li解jie的de誤wu區qu，營ying銷xiao創chuang意yi，不bu是shi廣guang告gao創chuang意yi
，平ping麵mian創chuang意yi或huo是shi其qi它ta單dan獨du的de創chuang意yi，而er是shi一yi個ge營ying銷xiao全quan過guo程cheng的de開kai拓tuo創chuang意yi，如ru針zhen對dui產chan品pin特te性xing對dui渠qu道dao進jin行xing全quan麵mian的de調tiao整zheng，從cong中zhong找zhao到dao一yi條tiao可ke以yi讓rang競jing爭zheng對dui手shou至zhi少shao在zai短duan時shi間jian裏li無wu法fa參can與yu競jing爭zheng的de路lu子zi。針zhen對dui傳chuan統tong終zhong端duan，通tong過guo營ying銷xiao的de另ling外wai通tong道dao，使shi現xian有you的de終zhong端duan操cao作zuo模mo式shi得de到dao全quan麵mian的de調tiao整zheng或huo是shi改gai變bian，使shi對dui手shou處chu在zai一yi個ge非fei常chang被bei動dong的de地di位wei。針zhen對dui消xiao費fei者zhe
，要yao讓rang消xiao費fei者zhe目mu標biao群qun認ren同tong產chan品pin的de訴su求qiu是shi合he理li的de，並bing且qie是shi他ta們men想xiang要yao的de，在zai想xiang要yao的de基ji礎chu上shang
，還hai給gei他ta們men帶dai來lai了le本ben來lai無wu法fa解jie決jue，但dan現xian在zai產chan品pin可ke以yi完wan全quan解jie決jue的de問wen題ti附fu加jia值zhi，養yang成cheng消xiao費fei者zhe不bu用yong過guo多duo的de思si考kao就jiu購gou買mai產chan品pin的de行xing為wei習xi慣guan。針zhen對dui廣guang告gao傳chuan播bo，用yong最zui簡jian單dan的de方fang式shi，用yong最zui為wei科ke學xue的de傳chuan播bo形xing式shi，花hua最zui少shao的de錢qian，完wan成cheng最zui有you效xiao的de傳chuan播bo效xiao果guo。當dang然ran這zhe中zhong間jian的de整zheng個ge過guo程cheng還hai涉she及ji到dao很hen多duo的de營ying銷xiao內nei容rong
，隻zhi要yao能neng夠gou突tu出chu一yi到dao兩liang個ge全quan新xin的de營ying銷xiao創chuang意yi，那na麼me中zhong小xiao企qi業ye走zou出chu價jia格ge競jing爭zheng的de習xi慣guan誤wu區qu，成cheng為wei這zhe次ci刺ci激ji消xiao費fei抓zhua住zhu商shang機ji的de最zui大da贏ying家jia。

　第di三san個ge誤wu區qu
，不bu要yao把ba營ying銷xiao創chuang意yi當dang作zuo廣guang告gao創chuang意yi來lai做zuo
，請qing選xuan好hao你ni想xiang要yao的de專zhuan業ye谘zi詢xun公gong司si。現xian在zai營ying銷xiao谘zi詢xun公gong司si多duo如ru牛niu毛mao
，但dan真zhen正zheng能neng夠gou玩wan真zhen家jia夥huo營ying銷xiao的de公gong司si卻que並bing不bu多duo。中zhong國guo的de大da部bu分fen中zhong小xiao企qi業ye在zai關guan鍵jian時shi刻ke意yi識shi到dao營ying銷xiao是shi個ge大da事shi情qing時shi
，會hui非fei常chang急ji切qie地di去qu找zhao一yi些xie營ying銷xiao策ce劃hua公gong司si進jin行xing營ying銷xiao策ce劃hua，但dan結jie果guo卻que覺jiao得de好hao像xiang被bei策ce劃hua公gong司si騙pian了le一yi樣yang，不bu但dan產chan品pin沒mei有you了le好hao銷xiao量liang
，反fan而er把ba企qi業ye的de全quan部bu家jia當dang給gei搞gao了le進jin去qu。營ying銷xiao創chuang意yi的de過guo程cheng是shi一yi個ge非fei常chang複fu雜za的de過guo程cheng
，要yao是shi沒mei有you經jing過guo市shi場chang大da浪lang淘tao沙sha，真zhen戰zhan實shi練lian的de專zhuan業ye公gong司si是shi不bu一yi定ding能neng做zuo到dao的de。如ru當dang年nian一yi家jia營ying銷xiao策ce劃hua公gong司si給gei白bai立li洗xi衣yi粉fen做zuo營ying銷xiao策ce劃hua，認ren為wei要yao打da差cha異yi化hua的de戰zhan略lve組zu合he，洗xi衣yi粉fen裏li是shi否fou可ke以yi放fang些xie香xiang水shui之zhi類lei的de東dong西xi，這zhe樣yang的de話hua，衣yi服fu洗xi出chu來lai就jiu有you一yi種zhong香xiang水shui味wei，還hai出chu了le一yi個ge可ke以yi護hu膚fu的de洗xi衣yi粉fen創chuang意yi
，但dan是shi卻que不bu知zhi道dao這zhe樣yang的de差cha異yi化hua的de東dong西xi想xiang像xiang是shi非fei常chang好hao的de，但dan實shi際ji消xiao費fei者zhe是shi否fou能neng夠gou接jie受shou是shi一yi個ge問wen題ti
，因yin為wei這zhe樣yang的de差cha異yi化hua戰zhan略lve在zai營ying銷xiao上shang是shi很hen不bu專zhuan業ye的de，容rong易yi造zao成cheng消xiao費fei者zhe對dui產chan品pin的de誤wu解jie或huo懷huai疑yi，後hou來lai企qi業ye沒mei有you采cai用yong，因yin為wei企qi業ye肯ken定ding在zai市shi場chang調tiao研yan中zhong，發fa現xian消xiao費fei者zhe選xuan擇ze這zhe樣yang的de附fu加jia值zhi產chan品pin的de可ke信xin性xing機ji率lv是shi非fei常chang小xiao的de。

　現在不是一個創意打天下的時代
，需要整個營銷突出性地完成其它步驟的突破和出位，才能真正意義解決中小企業的根本問題。

　現xian在zai有you許xu多duo營ying銷xiao策ce劃hua公gong司si是shi從cong廣guang告gao策ce劃hua公gong司si轉zhuan變bian過guo來lai的de，對dui於yu真zhen正zheng的de營ying銷xiao創chuang意yi與yu實shi戰zhan目mu標biao是shi無wu從cong著zhe手shou的de，像xiang一yi個ge著zhu名ming的de專zhuan家jia，做zuo一yi個ge啤pi酒jiu品pin牌pai，他ta根gen本ben不bu考kao慮lv消xiao費fei者zhe喝he啤pi酒jiu是shi在zai喝he什shen麼me的de心xin理li特te點dian，卻que搞gao什shen麼me“抽取第一道麥子精華濃汁”，用來自XXhudetianranzhishuifajiaoerchengpijiusuqiufangxiang
，qishipijiuyingxiaozuofagenbaijiuyingxiaozuofawanquanshilianggeshijiedegainian，pijiujiushizhanyizhizhan，pijiuhedeshiyizhonghaoyindeganjiao，shinanrendehaoqiweidao，suoyinizaishuopijiushicongnalitiqudebingbuzhongyao，congnalilaideshuijinxingfajiaoyebuzhongyao
，ershijiqing、豪放、心動
、感gan覺jiao的de訴su求qiu更geng重zhong要yao，但dan國guo內nei真zhen正zheng能neng夠gou認ren為wei啤pi酒jiu是shi戰zhan役yi之zhi戰zhan的de專zhuan家jia並bing不bu多duo，在zai進jin行xing市shi場chang掠lve奪duo戰zhan中zhong，往wang往wang想xiang從cong產chan品pin中zhong的de某mou個ge特te點dian來lai進jin行xing訴su求qiu，奪duo取qu市shi場chang的de全quan麵mian的de勝sheng利li，那na是shi最zui大da的de錯cuo誤wu
，應ying當dang從cong戰zhan略lve的de角jiao度du來lai考kao慮lv通tong過guo營ying銷xiao戰zhan役yi的de方fang式shi去qu解jie決jue一yi個ge又you一yi個ge的de區qu域yu啤pi酒jiu戰zhan術shu問wen題ti

，也ye就jiu是shi說shuo啤pi酒jiu最zui關guan鍵jian是shi營ying銷xiao戰zhan略lve更geng重zhong要yao
，而er廣guang告gao創chuang意yi是shi為wei戰zhan略lve作zuo出chu傳chuan播bo的de位wei置zhi問wen題ti
，是shi讓rang消xiao費fei者zhe找zhao到dao感gan覺jiao的de動dong向xiang問wen題ti。要yao是shi走zou錯cuo了le啤pi酒jiu營ying銷xiao的de戰zhan役yi戰zhan略lve
，而er從cong戰zhan術shu定ding位wei來lai解jie決jue啤pi酒jiu營ying銷xiao，那na就jiu是shi再zai有you一yi百bai個ge廣guang告gao創chuang意yi不bu一yi定ding能neng打da勝sheng或huo是shi打da響xiang一yi個ge啤pi酒jiu品pin牌pai。

　中(zhong)小(xiao)企(qi)業(ye)在(zai)進(jin)行(xing)商(shang)機(ji)運(yun)行(xing)之(zhi)前(qian)，一(yi)定(ding)要(yao)對(dui)營(ying)銷(xiao)策(ce)劃(hua)公(gong)司(si)進(jin)行(xing)操(cao)作(zuo)性(xing)比(bi)較(jiao)，不(bu)要(yao)以(yi)為(wei)玩(wan)大(da)品(pin)牌(pai)的(de)策(ce)劃(hua)公(gong)司(si)就(jiu)是(shi)好(hao)公(gong)司(si)
，因(yin)為(wei)玩(wan)大(da)品(pin)牌(pai)的(de)營(ying)銷(xiao)策(ce)劃(hua)公(gong)司(si)根(gen)本(ben)就(jiu)不(bu)把(ba)你(ni)中(zhong)小(xiao)企(qi)業(ye)放(fang)在(zai)眼(yan)裏(li)，玩(wan)習(xi)慣(guan)大(da)公(gong)司(si)品(pin)牌(pai)運(yun)行(xing)的(de)策(ce)劃(hua)公(gong)司(si)一(yi)動(dong)手(shou)就(jiu)是(shi)幾(ji)百(bai)萬(wan)元(yuan)或(huo)上(shang)千(qian)萬(wan)元(yuan)的(de)市(shi)場(chang)投(tou)入(ru)，要(yao)是(shi)錢(qian)少(shao)了(le)
，人(ren)家(jia)就(jiu)不(bu)會(hui)玩(wan)了(le)，到(dao)時(shi)吃(chi)虧(kui)的(de)還(hai)是(shi)企(qi)業(ye)自(zi)己(ji)，還(hai)有(you)就(jiu)是(shi)廣(guang)告(gao)公(gong)司(si)或(huo)是(shi)傳(chuan)播(bo)公(gong)司(si)
，他(ta)們(men)做(zuo)得(de)非(fei)常(chang)專(zhuan)業(ye)，玩(wan)廣(guang)告(gao)創(chuang)意(yi)，做(zuo)傳(chuan)播(bo)策(ce)劃(hua)是(shi)一(yi)類(lei)的(de)，但(dan)要(yao)是(shi)玩(wan)營(ying)銷(xiao)絕(jue)對(dui)是(shi)門(men)外(wai)漢(han)，要(yao)是(shi)讓(rang)這(zhe)些(xie)公(gong)司(si)進(jin)行(xing)操(cao)作(zuo)，基(ji)本(ben)上(shang)不(bu)知(zhi)道(dao)企(qi)業(ye)的(de)錢(qian)會(hui)花(hua)在(zai)哪(na)裏(li)的(de)，更(geng)慘(can)的(de)是(shi)不(bu)要(yao)讓(rang)品(pin)牌(pai)類(lei)公(gong)司(si)進(jin)行(xing)品(pin)牌(pai)策(ce)劃(hua)，因(yin)為(wei)你(ni)還(hai)沒(mei)有(you)到(dao)品(pin)牌(pai)策(ce)劃(hua)的(de)時(shi)候(hou)，你(ni)還(hai)是(shi)在(zai)生(sheng)存(cun)的(de)環(huan)境(jing)裏(li)掙(zheng)紮(zha)，隻(zhi)有(you)突(tu)破(po)商(shang)機(ji)
，在(zai)市(shi)場(chang)中(zhong)得(de)到(dao)穩(wen)定(ding)性(xing)認(ren)可(ke)，再(zai)一(yi)步(bu)步(bu)的(de)導(dao)入(ru)品(pin)牌(pai)，走(zou)品(pin)牌(pai)之(zhi)路(lu)是(shi)正(zheng)確(que)的(de)。

　要解決上麵的三個誤區
，是中小企業進麵臨最為現實的問題
，那麼怎麼樣才能解決這三個誤區呢
，我們認為對策也有三個：

　第(di)一(yi)個(ge)對(dui)策(ce)，請(qing)你(ni)要(yao)先(xian)選(xuan)擇(ze)一(yi)家(jia)很(hen)有(you)實(shi)力(li)，非(fei)常(chang)有(you)操(cao)作(zuo)經(jing)驗(yan)的(de)營(ying)銷(xiao)策(ce)劃(hua)公(gong)司(si)
，那(na)麼(me)怎(zen)麼(me)來(lai)選(xuan)擇(ze)好(hao)營(ying)銷(xiao)策(ce)劃(hua)公(gong)司(si)？首(shou)先(xian)要(yao)看(kan)一(yi)看(kan)人(ren)家(jia)以(yi)前(qian)對(dui)其(qi)它(ta)企(qi)業(ye)的(de)實(shi)戰(zhan)操(cao)作(zuo)案(an)例(li)

，但(dan)光(guang)看(kan)不(bu)行(xing)，還(hai)得(de)詢(xun)問(wen)主(zhu)持(chi)這(zhe)個(ge)方(fang)案(an)的(de)首(shou)席(xi)策(ce)劃(hua)師(shi)，讓(rang)策(ce)劃(hua)師(shi)能(neng)夠(gou)把(ba)全(quan)產(chan)品(pin)的(de)營(ying)銷(xiao)過(guo)程(cheng)進(jin)行(xing)介(jie)紹(shao)出(chu)來(lai)，然(ran)而(er)你(ni)可(ke)以(yi)從(cong)中(zhong)找(zhao)出(chu)問(wen)題(ti)，再(zai)進(jin)行(xing)詢(xun)問(wen)
，如(ru)果(guo)確(que)實(shi)是(shi)出(chu)自(zi)這(zhe)家(jia)公(gong)司(si)之(zhi)手(shou)的(de)操(cao)作(zuo)方(fang)案(an)
，那(na)麼(me)你(ni)問(wen)出(chu)來(lai)的(de)問(wen)題(ti)一(yi)般(ban)人(ren)家(jia)都(dou)會(hui)用(yong)實(shi)戰(zhan)的(de)方(fang)法(fa)來(lai)回(hui)答(da)你(ni)。

　其次是你可以通過其它成功企業的介紹來考察營銷策劃公司
，並實際到現場進行調研，從中找到自己合適的合作公司。

　zuihouyekeyiyaoqingyingxiaozhuanjiazuhexingcanyuqiyeyingxiaoguocheng，xiangzhongguoshizhanyingxiaozhuanjiaguwentuan
，jiushiyizhiqiangyoulidegongyixingyingxiaoguwentuan，zhuanyejiejuezhongguozhongxiaoqiyechanpinshichangdeyingxiaochuangyizhuanhuanwenti，yikeyishengquxuduocehuafeiyong，erkeyitongguotamendeyangeliucheng，baozhengqiyenenggouliangxingyunxingshichang。

　weishenmeyaoxianjiejuezhuanyegongsidehezuowenti？mudeshiyaorangzhongxiaoqiyezhumenduizijidechanpinjinrushichangyouyizhongkekaobawodediqi，youlediqihexinxin，cainengzuohaoxiamiandeliangbu。

　第di二er個ge對dui策ce，當dang中zhong小xiao企qi業ye經jing過guo專zhuan業ye機ji構gou的de全quan麵mian策ce劃hua，心xin中zhong有you底di氣qi，凡fan事shi就jiu不bu慌huang


，去qu融rong資zi時shi心xin理li就jiu有you信xin心xin。企qi業ye沒mei有you資zi金jin，是shi無wu法fa啟qi動dong市shi場chang的de。融rong資zi有you許xu多duo方fang法fa，一yi是shi可ke以yi通tong過guo營ying銷xiao創chuang意yi的de整zheng個ge方fang案an與yu產chan品pin的de獨du有you賣mai點dian，打da動dong有you資zi金jin實shi力li的de其qi他ta公gong司si入ru股gu參can與yu市shi場chang啟qi動dong。二er是shi通tong過guo銀yin行xing，從cong固gu定ding資zi產chan
、設備投入、yingxiaochuangyilaishuofuyinxingdaikuan，jibenshangbiyibanqiyedaoyinxingdedaikuanyaorongyideduo，jiushijiaorendanbaorenjiayerongyishuofudanbaoren。sanshizhenggeyingxiaochuangyi

，genjuzijideshiliqingkuangjinxingquyuxingdeshidian，chengweiyigezhashideyangbanshichang
，zaijinxingzhaoshanghuodong，keyicongzhongjiejuezijinwenti
，shiyuzhukaidanaobaijinjiushiyigehenhaolizi。wozuiqingchujidedeshizhuanjiaguwentuanzaiduiwenzhoupixiedecehua，qianshaojiurangqinqimenyiqigan，renjiataoqian，woyouhuo，fanganduitoubupapixiemeiyouxiaolu，zuihoubushichenggongle。

　第(di)三(san)個(ge)對(dui)策(ce)，中(zhong)小(xiao)企(qi)業(ye)在(zai)市(shi)場(chang)營(ying)銷(xiao)中(zhong)，第(di)一(yi)個(ge)需(xu)要(yao)解(jie)決(jue)的(de)就(jiu)是(shi)消(xiao)費(fei)者(zhe)目(mu)標(biao)吸(xi)引(yin)力(li)問(wen)題(ti)。有(you)許(xu)多(duo)企(qi)業(ye)一(yi)上(shang)來(lai)就(jiu)想(xiang)招(zhao)商(shang)，而(er)現(xian)在(zai)的(de)經(jing)銷(xiao)商(shang)唯(wei)利(li)是(shi)圖(tu)，他(ta)們(men)根(gen)本(ben)不(bu)會(hui)去(qu)考(kao)慮(lv)消(xiao)費(fei)者(zhe)，隻(zhi)有(you)考(kao)慮(lv)他(ta)們(men)的(de)利(li)潤(run)空(kong)間(jian)

，所(suo)以(yi)企(qi)業(ye)就(jiu)是(shi)招(zhao)商(shang)成(cheng)功(gong)，大(da)部(bu)分(fen)隻(zhi)是(shi)從(cong)甲(jia)倉(cang)庫(ku)換(huan)到(dao)乙(yi)倉(cang)庫(ku)
，有(you)時(shi)經(jing)銷(xiao)商(shang)底(di)價(jia)出(chu)貨(huo)，把(ba)市(shi)場(chang)搞(gao)得(de)一(yi)塌(ta)糊(hu)塗(tu)，企(qi)業(ye)可(ke)是(shi)吃(chi)大(da)虧(kui)了(le)。在(zai)這(zhe)樣(yang)的(de)問(wen)題(ti)上(shang)，作(zuo)為(wei)企(qi)業(ye)要(yao)是(shi)產(chan)品(pin)與(yu)消(xiao)費(fei)者(zhe)之(zhi)間(jian)溝(gou)通(tong)問(wen)題(ti)解(jie)決(jue)不(bu)了(le)，就(jiu)是(shi)再(zai)好(hao)的(de)產(chan)品(pin)也(ye)不(bu)可(ke)能(neng)在(zai)市(shi)場(chang)中(zhong)有(you)一(yi)席(xi)之(zhi)地(di)
，招(zhao)商(shang)可(ke)能(neng)成(cheng)為(wei)一(yi)句(ju)空(kong)話(hua)。

　haiyouwangwangzhongxiaoqiyezhumen

，zuibunengjieshoudejiushibierenduizijishengchandechanpinburentong，yerongbudeshouxiarenshuochanpindewenti
，queshizijideerzizijihao

，danshichangshibukenenglaitongqingni
，shichangshizuiwuqingde，chanpinyuxiaofeizhewufagoutong，nashiqiyezuidadeshiwu。

　曾(zeng)經(jing)碰(peng)到(dao)一(yi)個(ge)企(qi)業(ye)生(sheng)產(chan)碘(dian)營(ying)養(yang)品(pin)，因(yin)為(wei)企(qi)業(ye)老(lao)總(zong)發(fa)現(xian)，中(zhong)國(guo)缺(que)碘(dian)的(de)人(ren)近(jin)兩(liang)億(yi)人(ren)，要(yao)是(shi)搞(gao)一(yi)個(ge)碘(dian)產(chan)品(pin)投(tou)入(ru)市(shi)場(chang)，其(qi)具(ju)大(da)潛(qian)力(li)無(wu)法(fa)估(gu)量(liang)
，後(hou)來(lai)又(you)看(kan)到(dao)一(yi)篇(pian)文(wen)章(zhang)
，說(shuo)中(zhong)國(guo)碘(dian)市(shi)場(chang)的(de)有(you)十(shi)五(wu)億(yi)元(yuan)的(de)市(shi)場(chang)空(kong)隙(xi)，他(ta)就(jiu)覺(jiao)得(de)這(zhe)個(ge)生(sheng)意(yi)做(zuo)得(de)，開(kai)始(shi)全(quan)麵(mian)研(yan)究(jiu)
，並(bing)很(hen)快(kuai)生(sheng)產(chan)出(chu)了(le)一(yi)個(ge)碘(dian)產(chan)品(pin)營(ying)養(yang)素(su)，然(ran)而(er)一(yi)投(tou)入(ru)市(shi)場(chang)傻(sha)了(le)，碘(dian)產(chan)品(pin)根(gen)本(ben)沒(mei)有(you)市(shi)場(chang)，因(yin)為(wei)這(zhe)個(ge)產(chan)品(pin)麵(mian)對(dui)的(de)是(shi)全(quan)國(guo)最(zui)貧(pin)困(kun)的(de)地(di)方(fang)，人(ren)均(jun)年(nian)收(shou)入(ru)不(bu)到(dao)五(wu)百(bai)元(yuan)
，怎(zen)麼(me)可(ke)能(neng)吃(chi)得(de)起(qi)他(ta)研(yan)究(jiu)生(sheng)產(chan)的(de)價(jia)值(zhi)達(da)到(dao)三(san)十(shi)元(yuan)一(yi)盒(he)的(de)碘(dian)營(ying)養(yang)素(su)。要(yao)想(xiang)使(shi)這(zhe)個(ge)產(chan)品(pin)的(de)成(cheng)功(gong)，隻(zhi)有(you)依(yi)靠(kao)政(zheng)府(fu)的(de)力(li)量(liang)進(jin)行(xing)幫(bang)助(zhu)，由(you)政(zheng)府(fu)投(tou)資(zi)，才(cai)有(you)可(ke)能(neng)賺(zhuan)錢(qian)，但(dan)這(zhe)個(ge)可(ke)能(neng)性(xing)幾(ji)乎(hu)是(shi)達(da)不(bu)到(dao)的(de)。

　congzhongwomenkanchu，yigechanpindechenggong，yidingyuxiaofeizheyouzhezhijiedeguanxi，yaoshimubiaoqunxiaofeibuchengshu，huoshixiaofeizheduiyusuoyanfadechanpinbuganxingqu，namezaigaokejidechanpin，yebukenengyouduodadexiaoshouliang。

　suoyizaiyingxiaochuangyizhong
，zhuanjiazaijinxingzixunshishouxianyaogeiqiyejiejuedejiushichanpinyuxiaofeizhezhijianzenmejiaqiqiaoliang，yaoshijiabuqilai
，jiushizaihaozhuanjia，yeshimeiyouhuitianzhilide。

　womenbazheyangdeduicejiaozuoqiyeyalingmoshi，jiushiyitoushizijin，yitoushishichang
，zhongjiandeyingxiaoguochengwomenkeyijinxingquanmiandesuzao，buhuihuachuduodadefeiyong。danyaoshijinxingshichangsuzao
，jiuxuyaofuchuhendadedaijiade，suoyijinliangzuodaobuyaodiyigeweichanpinsuzaoshichang，zhongxiaoqiyeyaosuzaoshichangjiubiaozhizhehuachudaliangdezijinlaijiejue，buchidiyigepangxieshizhongxiaoqiyedemingzhizhiju，dangranzhebushijueduide

，youshisuzaoyigexinchanpin，kenenghuidaidongyigechanye，kenengtourufeiyongzongliangyebuyidingyouduoda，danfengxianjilvqueshixiangdanggao。suoyi
，zhongxiaoqiyezaibawochanpinshengchanshi
，yidingyaojinxingmeiyouqingxiangxingdeshichangtiaoyan，zuihouzairangyingxiaozhuanjiajinxingyanjiu，zaifengxianzhishudiyu30%時，產品投入市場基本上成功率就相當高了。

　當筆者在寫這篇文章時，電視裏又傳來消息，溫總理在浙江、shanghaigeiqiyedaqishi
，zaisanqiangtiao，yaoxiangkaipishichang，rangxiaofeizherenkeqiyedechanpin

，zhiyoujinxingkaituochuangxin
，zhiyouyouxiaodijinxingchengbenkongzhihezijindeyouxiaoliyong，cainengshiqiyezaijinrongweijimianqianbubeicuihui。

　zheyerangwoxiangqilezhouyongkangzaisichuandangshengweishujishi
，mianlinzheyazhoudejinrongfengbao，sichuanjingjishoudaohendadedaji，yirantichusichuandayingxiaozhanlve，jieguo，sichuanbaijiuliuduojinhualvxianzuchengyingxiaojituangongtongmianduiguoneishichangyiqichuji，daleyigefeichangpiaoliangdeyingxiaozhizhan。shisichuanqitaqiyefenfengenshang
，zuihousichuanjingjifanerzaijinrongfengbaozhongzouchukunjing
，chengweiyiduanjiahua。

　隻zhi要yao我wo們men的de中zhong小xiao企qi業ye麵mian對dui這zhe次ci的de金jin融rong風feng暴bao
，能neng夠gou正zheng視shi自zi己ji可ke能neng習xi慣guan形xing成cheng的de誤wu區qu，拿na出chu相xiang應ying的de市shi場chang對dui策ce，走zou出chu誤wu區qu，那na麼me誰shui先xian抓zhua住zhu商shang機ji，誰shui就jiu是shi第di一yi個ge勝sheng利li者zhe。