Classic analysis of the ten hottest marketing move

2022-08-14
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Classic analysis of ten marketing moves

business has a long history, and its business culture is broad and profound. In the long business activities, Chinese businessmen gradually cultivate the "secret" business strategy, which can be summed up as "Ten Secrets of business", and these are also applicable to contemporary real estate businessmen and even all businessmen

military method cloud: if you are in the terrain, you will get help from the army. To anticipate the enemy and win, to plan risks, to be far and near, is also the way of the general. Those who know this and use war will win, and those who don't know this and use war will lose. It can be seen that the terrain is important to combat, and the general must pay attention to it. Doing business is like fighting, shopping malls are like fighting, and businessmen are like generals commanding thousands of troops. Wise generals often occupy favorable terrain and finally win the war

first, know the land to win, choose the land to make money

the military method says, "whoever knows the terrain, the help of the army is also. Anticipate the enemy to win, plan the danger, and the way of the general far and near. Those who know this and use the war will win, and those who don't know this and use the war will lose." It can be seen that the terrain is important to combat, and the general must pay attention to it. Doing business is like fighting, shopping malls are like battlefields, and businessmen are like generals commanding thousands of troops. Wise generals often occupy favorable terrain and finally win the war. According to the historical records, after the Qin state destroyed the Zhao state, the immigration policy was implemented. At that time, many people bribed officials, unwilling to move, and asked to stay in place. Only Zhuo, a rich businessman, asked to move to the far away "under Wenshan mountain". He saw that there was fertile land, rich products, honest folk customs, residents were keen on trading, and business was easy to develop. A few years later, Zhuo became a world-famous rich man. This concept of "not only choosing the time, but also choosing the place" has been accepted by later merchants

military method cloud: if you are in the terrain, you will get help from the army. To anticipate the enemy and win, to plan risks, to be far and near, is also the way of the general. Those who know this and use war will win, and those who don't know this and use war will lose. It can be seen that the terrain is important for operations, so generals, including semi-trailer trucks, must pay attention to it. Doing business is like fighting, shopping malls are like fighting, and businessmen are like generals commanding thousands of troops. Wise generals often occupy favorable terrain and finally win the war. Fan Li, as a strategist in the spring and Autumn period and the Warring States period, who had implemented reusable woven bags in various outlets, was even more familiar with this. From the perspective of a strategist, he believed that the pottery land was an ideal place for trade in goods, with four connections among the princes. Therefore, Taodi was selected as the marketing point. Sure enough, during the nineteen years, he became a world famous man, and the reputation of Taozhu Gong also became famous in ancient and modern times, leaving a name in history. According to the historical records, after the Qin state destroyed the Zhao state, the immigration policy was implemented. At that time, many people bribed officials, unwilling to move, and asked to stay in place. Only the rich businessman Zhuo asked to move to the far below Wenshan. He saw that there was fertile land, rich products, honest folk customs, residents were keen on trading, and business was easy to develop. A few years later, Zhuo became a world-famous rich man. This concept of not only choosing the time, but also choosing the place has been accepted by later merchants. Yangzhou, Jiangsu Province, the famous capital of huaizuo and the best place in Zhuxi, is located in the North-South hub, with developed transportation, convenient water transportation and frequent cargo arrival. The land is fertile with tea, salt, silk and silk benefits. Many merchants came in droves. At that time, merchants gathered, and Qin merchants and Jin Merchants settled here to operate. The famous Huizhou merchants started from here and dominated the Jianghu

Second, when it was cheap to buy, when it was expensive to sell

during the reign of Wei Wenhou, Chinese people paid attention to farming, while Bai Gui was willing to watch changes from time to time. When the grain harvest was good, he bought grain and sold silk paint. When silk came into the market, he bought a large number of silk and sold grain. He once said, "when I do business, I am as resourceful as Yi Yin and Jiang Taigong, as good at judgment as Sun Bin and Wu Qi, and as good as Shang Yang's reform. Some people's wisdom can't be flexible, their courage can't be decisive, their benevolence can't be properly chosen, and their stubbornness can't adhere to principles. Therefore, I won't teach such people to learn the way of management from me." This passage vividly expounds his "timing" and "wisdom" of grasping the opportunity to buy cheaply and sell dearly. Bai Gui's business principles and experience have been praised by later merchants. With this set of management strategy, he managed carefully, and even his family was rich

Fan Li and Shang Zu Bai Gui believed that when the time was cheap, they bought it, although it was expensive and cheap; When it is expensive, sell it, although it is cheap and expensive. It is emphasized that businessmen should be good at capturing business opportunities, seize opportunities, and lose no time in buying and selling. The profit of business comes from the price difference between buying and selling. Once you find the time to buy and sell, you have to rush to the right time. If the beast and the bird make a quick decision. During the reign of Wei Wenhou, Chinese people paid attention to farming, while Bai Gui was happy to watch the changes of time. When the grain harvest came, he bought grain and sold silk paint. When silk came into the market, he bought a large number of silk and sold grain. He once said: when I do business, I am as scheming as Yi Yin and Jiang Taigong, as good at judgment as Sun Bin and Wu Qi, and as good as Shang Yang's law enforcement. Some people's wisdom can't be flexible, their courage can't be decisive, their kindness can't be properly chosen, and their stubbornness can't adhere to principles. Therefore, I won't teach such a person to learn the way of management from me. This passage vividly expounds his timing and wisdom in mastering the opportunity of buying cheaply and selling dearly. Bai Gui's business principles and experience were praised by later merchants. With this set of management strategy, he managed carefully, and even his family was rich

third, see whether you know, predict to make money

according to the records of Yi Jian Zhi, there was a fire in Lin'an City during the Song Dynasty, which "affected the fish pond", and a Pei businessman's shop also caught fire, but he didn't go to fight the fire, but took silver with him. Luo Renren went out of the city to purchase building materials such as bamboo, wood, bricks, reed rafters and Jue, and the maximum compressive stress was generated at the inner wall orthogonal to it; The maximum tensile stress is generated on the inner wall of the front 1 orientation and the outer wall of the rear 1 orientation. After the fire, waste is waiting to flourish, and the building materials in the market are hot and out of stock. At this time, Pei merchants are eager to make a lot of money, making tens of times more money than the value of the store, and also meeting the needs of the market and the people. "A glimpse of the leopard in the middle, a glimpse of it", so keen observation and accurate judgment are the source of never drying up the wealth of businessmen, and they are also one of the necessary abilities of businessmen

Gou Jian, the king of Yue in the spring and Autumn period, was ashamed of the subjugation of the country and worked hard all day. When he learned of the severe drought in the state of Wu, he purchased a large amount of grain in the state of Wu. The next year, the state of Wu was extremely short of food, and the people were unable to make a living. The hungry people did not have food to wrap their stomachs. There were many complaints, and the state of Yue took the opportunity to raise troops to destroy the state of Wu. A painstaking person is worthy of heaven. The king of Yue finally became a hegemon, ranking among the five hegemons in the spring and Autumn period. What Gou Jian, the king of Yue, did here was a big deal. His wealth was not gold and silver, but the hegemony of a country and the world. It is a successful example of the way of merchants in politics. According to Yi Jianzhi, during the Song Dynasty, there was a fire in Lin'an City, which affected the fish pond, and the shop of a businessman surnamed Pei also caught fire. But he didn't go to fight the fire, but took silver with him. Luo Renren went out of the city to buy building materials such as bamboo, wood, bricks, reeds, rafters and Jue. After the fire, waste is waiting to flourish, and the building materials in the market are hot and out of stock. At this time, Pei merchants are eager to make a lot of money, making tens of times more money than the value of the store, and also meeting the needs of the market and the people. A glimpse of the leopard in the middle, sharp observation and accuracy. Nantong Xingdou synthetic materials Co., Ltd. and Guangzhou synthetic materials research institute jointly developed a light dispersed polycarbonate (PC). Judgment is not only the source of wealth for businessmen, but also one of the necessary abilities for businessmen

IV. small profits and quick turnover, no one dares to live in high prices.

Ji ran, a great business theorist in the pre Qin period, believed that "if you go up to the extreme, you will be anti cheap, and if you go down to the extreme, you will be anti expensive", and advocated that "if you go up like dirt □ if you go down to the extreme, you will be anti expensive". Sima Qian said, "greedy for three yuan □ cheap for five yuan", that is, businessmen who are greedy for heavy profits can only make 30% profits, while businessmen who make small profits but sell fast can make 50% profits. Zhang Liang, a counselor of Liu Bang, the emperor Gaozu of the Han Dynasty, sold scissors to others during the day and came back to study at night when he was a teacher of Huang Shigong. Later, he felt that there was not enough time to study, so he divided the scissors into upper, middle and lower grades. The price of the upper grades remained the same, and the middle grades were one Wen less than the original price, and the lower grades were two Wen less. As a result, it took only half a day, the number of scissors sold was twice as much as usual, the money earned was twice as much as before, and the time of reading was also more than before. Therefore, there is a folk proverb □ Zhang Liang sells scissors - high and low goods

v. carve red and green, and stay with customers.

according to Yanjing miscellany, "stores in the capital city, always talk about the situation, carve red and green, and embroider households in brocade windows." Some shop signs are hung high, and at night, colorful brocade lanterns are lit at the door of the house, illuminating the street as if it were day. Some shops display propaganda calligraphy and paintings of commodities and celebrity calligraphy and paintings, which are artful. In order to sublimate the taste of the store and improve the return rate of customers. Some tea houses, restaurants and hotels specially arrange musical instruments and storytelling to entertain guests. The operators deeply understand the luxury decoration, which reflects the strength of a store. At the same time, they can also cater to the consumption psychology of "seeking elegance" of dignitaries and celebrities. They greet each other with a smile when entering the door and nod their heads when leaving the door, so that many customers "sit in the spring breeze", so as to linger and forget to return and never get tired of shopping

VI. take righteousness as benefit, pursue righteousness and avoid wealth

during the Qing Dynasty, there was a businessman named Shu zungang, who was good at calculating and weighing. In his spare time in business, he likes reading the four books and the five classics, and applies the righteousness in the book to business. He once said, "money, spring, such as flow.". He also said, "to people, there is a great way to make money. Righteousness is for benefit, not for benefit. What about wealth?" Li DAHAO, a Huizhou businessman, warned his heirs that "wealth comes from the Tao, and profit comes from righteousness". In this way, he was strict with himself, so as to "treat injustice and wealth like clouds." Confucius said, "a gentleman loves money and takes it wisely.". Taking advantage of righteousness, prospering wealth with virtue, giving up righteousness and taking advantage of it, and losing "righteousness" will not get "benefit", so those who are businessmen should be deeply admonished. "If you accumulate good things, you will have more celebrations, and if you accumulate bad things, you will have more disasters." If an operator has long-term rationality and wisdom, he will not use bad and despicable means to make profits; If you use bad means to do any business, you will eventually lose the profits you have made

VII. A good dancer with long sleeves and a good businessman with a lot of money

"Han Feizi's five fools" says, "the vulgar proverb says, 'a good dancer with long sleeves □ a good businessman with a lot of money', which is easy to work with a lot of money." The word "goodness" is emphasized here. If there is insufficient funds, they must be good at using them, and the purpose of using them is also to make profits □ only if funds and commodities circulate continuously can profits roll in. To treat commodities, we should "finish the goods", that is, the stored goods should be in good condition, "do not leave the goods that are corrupt and eaten"; In dealing with funds, we should achieve "interest free money", that is, money cannot be stagnant, "money wants to run like water", and when money and commodities circulate, trading will live

VIII. Intrigue wins soldiers and makes money.

soldiers often say, "there are no strange soldiers in the three armies, and you can't compete for profits with others", "Whoever fights, with right combination, with strange victory". Sima Qian said in his "historical records? Biographies of goods and colonization" that "the right way to govern life is also right, and the rich must use miraculous victories." The book also lists Yongbo, who sells oil, and Zhuo, who sells meat products

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