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Archive for July, 2008

网络时代的海尔营销

Posted by admin On July - 30 - 2008

为了迎合网络时代消费者的消费习惯和消费需求,海尔搭上了互联网这个“便车”。本刊记者 毕美红

  在这个要么触网、要么死亡的互联网时代,我们的生活已经随着互联网的出现发生了重大的改变。比如它改变了我们的消费习惯,当我们在购买商品时,无论是想买一本书,还是想买家用电器,无论是在国内各地,还是在大洋彼岸,只要拥有一台电脑,只要能上网,我们“只有想不到的,没有买不到的”,网购时代已经悄然来到我们身边。

  海尔的网络营销—应时之需
为了迎合网络时代消费者的消费习惯和消费需求,作为国内家电行业的龙头老大—海尔也不例外,搭上了互联网这个“便车”。纵观海尔发展的过程,我们就可以看到,海尔公司在2000年3月就已经开始与 SAP(www.sap.com.cn)合作,对企业进行自身的ERP改造,随后便搭建了BBP采购平台。2002年,海尔又建立了网络会议室,在全国主要城市开通了9999客服电话。尤其是在“非典”时期,当海尔总部坐在视频会议桌前“指点江山、挥斥方遒”的时候,这一做法的商业价值突出体现出来。

  根据海尔的数据显示,“通过BBP交易平台,海尔每月接到6000多个销售订单,定制产品品种达7000个,采购的物料品种达15万种。新物流体系降低呆滞物资73.8%,库存占压资金减少67%”,可以说已经达到世界领先水平。正如海尔集团首席执行官张瑞敏在评价该物流中心时说:“在网络经济时代,一个现代企业,如果没有现代物流,就意味着没有物可流。对海尔来讲,物流不仅可以使我们实现3个零的目标,即零库存、零距离和零营运资本,更给了我们能够在市场竞争取胜的核心竞争力。”

  据有关人士分析:进军电子商务、实施“网上直销”战略是家电行业面临激烈的市场竞争拓展利润空间的必由之路。因此,海尔顺应时代潮流建立了自己的网站,不仅涵盖了其产品,更突出了海尔优质的服务这一特点,“时刻把客户的需要和利益放在第一位”。在海尔的网上商店中,除了推荐的常规产品,还有产品定制,海尔承诺“只要是您能想到的,我们都能做到”。此外,海尔的网站上还设置了友情链接,包括知名的门户网站、网上商城等,大大方便了客户的需求。

  海尔的奥运营销——应事之需

  在搭上互联网这个“便车”之后,海尔公司又把目光瞄准了“2008年奥运会” 这块大蛋糕。随着中国获得奥运会的主办权后,海尔公司也相应地提出了“奥运营销战略”。2005年8月,海尔公司与北京奥组委正式签约,成为北京2008 年奥运会唯一的白色家电赞助商。之后,海尔公司一直“以奥运主人的姿态传播奥运、建设奥运、服务奥运,并根据自身品牌特点展开了系统全面的奥运营销策略 ”,借助奥运会,打造全球化的品牌。

  综观其奥运营销战略,其提出的基础是海尔公司的企业文化和奥运精神的相互契合。在接受人民日报的访问时,张瑞敏就说到:“如果说有一句全人类都能共同理解的语言,我觉得奥运的精神和理念是再贴切不过的了。它超越国界,超越民族。奥运能够得到全人类的高度认同,就是因为更高、更快、更强的奥运精神是一种不断追求、不断拼搏奋斗的精神。在企业看来,奥运精神的本质恰恰就是处于全球化时代企业面临激烈竞争的形势,要生存、要发展所必备的挑战自我、战胜自我的精神。”

  在企业文化和奥运精神高度统一的前提和基础上,海尔的奥运营销战略总的分为三个方面:一方面为奥运会提供相应的产品和服务。据有关报道,“在 2008年北京奥运会的30多个场馆的中央空调配套招标中,海尔中央空调中标了以‘鸟巢’工程为代表的21个奥运场馆”。另外,“随着奥运运动场馆、媒体村、物流中心等主体场馆的配套安装进入实质阶段,海尔热水器成功中标各大型场馆热水器工程项目”。据悉,“从2007年1月到9月,海尔中央空调在北京奥运服务培训基地举办了13次奥运服务特色测试赛,把每一个细节的工作、服务、保障都演练得非常成熟,发挥了海尔公司一贯的服务优势,得到了奥组委以及世界许多国家运动员的肯定”。“海尔除了提供高品质产品外,还设计了差异化的服务方案。在服务奥运场馆的同时,还将为现场观众提供延展服务。”据了解,目前海尔的奥运服务队已经超过了2000名。

  另一方面是海尔公司开展了各种公益活动,“在履行企业社会责任的同时扩大自身的品牌认知度和认同感”。2007年2月16日,海尔联手央视 (www.cctv.com.cn)启动了“CCTV海尔奥运城市行”活动,该活动在北京、上海、青岛、大连、西安、石家庄、深圳等地,通过举办富有当地城市特色的奥运主题活动吸引众多的百姓参与,选拔出这个城市的“生活奥运冠军”,随中央电视台一起,奔赴全球曾经举办过奥运会的城市进行交流。之后,海尔又启动了奥运希望工程和“海尔奥运希望小学计划”,把奥运精神带到小朋友的身边。此外,海尔还启动了“海尔金牌家庭总动员”的活动,为民众搭建了一个奥运体验的平台。

  第三,在海尔的奥运营销战略中,网络发挥了很大的作用。在海尔的网站中,专门设立了“海尔与奥运”的频道,不仅即时发布海尔参与奥运的新闻,同时还配合其公益活动,如“奥运家庭招募”等进行宣传,大大增加了点击量。

  1999年达沃斯“世界经济论坛”提出了“企业内部组织适应外部变化、全球知名品牌的建立、网上销售体系的建立”三条原则。网络营销是海尔应时代的需要提出的营销策略,以“通过网络营销手段进一步增强海尔在家电领域的竞争优势,不靠提高服务费来取得赢利,而是以提高在B2B的大量的交易额和 B2C的个性化需求方面的创新”。在此基础上,有人预测,“海尔的网络营销平台将发展成为公用的平台,不仅可以销售海尔的产品,也将销售其他各类的产品”

  而奥运营销是海尔公司应奥运事件做出的营销计划。在国际上,企业利用奥运会开展营销由来已久,可口可乐 (www.cocacola.com.cn)、三星(www.samsung.com.cn)等奥运会的合作伙伴已经成为“奥运营销”的典范。把国际化作为重要战略的海尔紧紧抓住这次机会,成为2008年北京奥运会白色家电赞助商。这不仅提升了海尔在国内的品牌和形象,而且扩大了海尔在世界上的知名度。

  无论是网络营销策略还是奥运营销策略,都是海尔公司整体营销战略的一部分,都不可或缺,只不过如何发展两者以及使这两者更有效的融合不仅反映了一个企业的战略眼光,还是对一个企业综合实力的考验。

从营销原理看网络营销与传统营销

Posted by admin On July - 30 - 2008

无疑,互联网经济驱动美国经济的发展,而且将在21世纪驱动全球经济的发展。 用大量新词汇(只取首字母的缩写词)武装起来的网络营销者宣布新黎明的到来。任何一个具有四、五年在线经验的人都成了电脑空间名副其实的圣人,并写下了关于在线营销的大量文章,不过,许多文章似乎缺乏对营销的基本理解,或者给人的印象是网络营销完全不同于传统营销。
功能强大的网络技术在许多方面拥有传统媒体无可比拟的优势,改变了产品和服务的营销渠道、通信以及定价方式,但是,在采用新手段、抛弃老方法的时候,应细心对待,不要将婴儿与洗澡水一起倒掉。
也许,现在应该研究一下在线营销与传统营销的异同之处,最好从营销的基本原理开始谈起。
营销原理只有四项,其中两项是功能性的,另两项是操作上的。
顾客需求
“人类的实际需求很少,但欲望是无穷的。”- josh billings
如果没有需求,再好的产品和营销也没有市场,传统上,这是引起新产品失败的最主要原因,而且,市场研究对全新的产品来说没有多大帮助,因为市场研究对揭示潜在需求并不是很有用。
internet技术展现了许多全新的需求,这正是营销人员梦寐以求的,同时也出现了对现有需求令人满意的、更有效率和更有力的方法。
aol 和 yahoo! 是创造了令人满意的新需求的典型,这些需求在互联出现之前是不存在的。amazon.com 和 travelocity的业务就建立在令人满意的现有需求的新的、更有效率的方法之上。
品牌差异
顾客为什么购买或使用你的产品或服务,而没有选择竞争者的产品或服务?市场经济是竞争性的。你必须为人们选择你的品牌而不是他人的品牌创造理由。
在一段时间之内,品牌第一就意味着一切——但最终拥有更强有力“理由”的竞争者将获得胜利,我们通常将这种“理由”称为“独特销售计划(usp)”。
网站为感受不同竞争者所提供的产品或服务的差异创造了全新的机会,网站可以区分不同品牌的方法很多,如网站风格、交货速度、交互方式、私人化通信等。
传统的品牌价值到了迅速发生转变的时代,网站作为一种营销手段的演变就是这种转变之一,我们预料,如果不及时有效地对付这种变化,曾经占重要地位的品牌的市场份额将迅速缩小。
所以,仅考虑“我的品牌与竞争者的差异”已不再足够,还必须问一问自己:“我的网站与竞争者有那些差异?”
简单化
在自然科学界,称之为“奥克姆剃刀(occams razor)”,在营销领域,我们称其为kiss (keep it simple, stupid),在传统营销中,这曾是一个引人注目的原理,在网络营销中,将会起到同样重要的作用。
焦点
焦点,或者努力集中,是营销的第四个、也是最后一个原理。这是一个微妙的原理,对一个营销人员可能是成功的,而对另一个营销人员则具有破坏性。
核心概念是:宁可象一个被压缩的弹簧拥有潜在能量,不要像被拉长了的弹簧,掩盖了许多表面现象,实际上软弱无力。焦点意味着努力占据某一方面的优势——无论是地理上的、行动上的、人口统计学的,还是心理学图表的,也就是说,适合自身资源的最小范围。特定范围营销就是焦点原理的一个应用实例。
网络使得小企业充分地认识到焦点原理的重要性。在未来几年里,新产品及现有产品变化的特定范围营销将有极大机会。
我们看到,传统营销原理在网络营销中仍然有效,仔细考虑这些原理对我们的营销活动如制订或修正网上营销计划具有指导作用。

Realizing Your Potential

Posted by admin On July - 29 - 2008

One of the most wonderful and exciting facts about your life is that you already know a lot of the things you need to know to become the person you want to be. You have your “heart’s desire” deep inside of you. There’s something that you were put on this earth uniquely to accomplish. There’s something that you, and only you, can do. And when you find your heart’s desire, you’ll have the key to unlocking your potential in every other part of your life. You’ll have the key to happiness, satisfaction, fulfillment and the joy that’s your natural birthright.

You can unlock your inner potential only when you’re doing something that you really love to do. You can fulfill your innermost aspirations only when you’re doing something that interests you, something that holds your attention, something in which you can become completely absorbed.

And this is the key to unlocking the giant within. You must dream big dreams and do what you love to do. You must decide what’s right for you, what will make you happiest, before you decide what’s possible. You must set ideal standards and goals and results as your aim and then determine how to accomplish them.

In his book The Act of Will, Roberto Assagioli, the Italian psychiatrist, said that the starting point of great individual achievement is the definition, by yourself, of the ideal result that you wish to accomplish.

Take some time to determine your ideal lifestyle. Take some time to determine the kind of person you’d like to be, and the kind of person you’d have to become in order to live the kind of life that you’d like to live.
Remember, you can’t accomplish it on the outside until you become it on the inside.

I recently read a beautiful line in a book: “In order to achieve things you’ve never achieved before, you must be willing to do things you’ve never done before.”

To unlock your inner potential, you must set very clear, challenging and, yet, realistic goals and then make plans to accomplish them. You need to work, step-by-step, every day, in the direction of your dominant aspirations. You need to develop an unshakable level of self-confidence that makes you virtually unstoppable.

Momentum is the key to long-term success. The momentum theory of success simply says that while it may take 10 units of energy to get you moving in a particular direction, it takes only one unit of energy to keep you moving once you’re in motion. You have the principle of momentum working in your favor.

For example, if you’ve come back from a vacation of a week or two weeks, you’ll notice that it takes you several days to start working at peak efficiency again. This is part of the momentum principle. When you stop, it’s hard to get started again. But once you’re moving forward, it’s easy to continue moving forward.

How do you use the momentum principle in your life? Well, it’s simple. You decide upon one key quality that you need to develop in order to accomplish one key goal that you want to accomplish. Then every single day, you work simultaneously on developing that quality and on taking steps toward the accomplishment of that goal. Once you put the ball into play, you keep the game going, every single day, without stopping.

Let’s say that your goal is to become financially independent. To do this, you have to pay off all of your existing debts and build up a cash reserve of three to six months of living expenses. When you reach that point, your entire personality will change. You’ll be more clearheaded, you’ll be more positive, you’ll be more determined, you’ll be more optimistic, you’ll be a finer and better human being when you absolutely know that you’re not dependent upon anyone for your living expenses. You’ll be able to choose the job you want to do and go to the places you want to go. You won’t have to tolerate any situation that you do not enjoy or that you feel isn’t the best use of your personal potential.

If you simultaneously work on strengthening your self-discipline and using it to achieve the goal of financial independence, you’ll become a better, stronger and more powerful human being. You’ll cast off the bonds of helplessness and begin to feel that there’s nothing in the world that you can’t do or be or have.

When you set clear goals or objectives for yourself, when you dream big dreams and then determine to become the kind of person who’s capable of achieving the kind of goals that you want to achieve, you convince yourself, at a deep, subconscious level, that you’re absolutely unstoppable. You realize at last that nothing in the world can hold you back except your own thinking, and you don’t even let your own thinking limit your potential.

If you learn to be powerful and develop self-confidence by working progressively, every day, toward becoming the kind of person you want to be, and toward living the kind of life you want to live, you’ll unlock the giant within you, and it will never go back inside.

Believing in Yourself

In her wonderful book You Can Heal Your Life, Louise Hay says that each one of us has feelings of inferiority that are manifested in the conclusion that we are not good enough. We think that we are not as good as other people, and we feel that we are not good enough to acquire and enjoy the things that we want in life. Very often, we feel that we don’t deserve good things. Even if we do work hard and achieve some worthwhile objectives, we believe that we are not really entitled to our successes, and we often engage in behaviors that sabotage our successes.

The fact is that you deserve every good thing that you are capable of acquiring as the result of the application of your talents. The only real limitation on what you can be and have is your absence of desire. If you want something badly enough, nothing in the world can stop you from getting it, if you are willing to persist long enough and hard enough. Over and over, we find that our beliefs, more than anything else, act as the brakes on our capacities. We have high hopes and dreams and aspirations, but we let doubts creep in and undermine our competence and effectiveness.

You need to develop your beliefs about yourself to the point where they serve you every day in every way. Men and women who accomplish extraordinary things are just ordinary people who developed themselves mentally to the point where they were able to overcome the obstacles that stood in their way, and they kept on keeping on until the goal was attained.

Psychologist William James of Harvard University said that beliefs create the actual fact. The reason for this is because we always act in a manner consistent with our innermost beliefs and convictions. If you believe yourself capable of accomplishing good things, you will walk and talk and act like it. Your behaviors will actually make your beliefs a reality.

The most harmful beliefs that you can have are what we call “self-limiting beliefs.” These are beliefs about yourself, most of which are not true; but they hold you back nonetheless. Sometimes you, or others, will say that you cannot achieve certain goals because you did not get enough education.
Sometimes you will say that it is because of your gender or race or age or the state of the economy. Many people blame their parents or their bosses or their families or their current relationships for their failure to make progress in life. Others say that there is no opportunity in their particular area or their particular field. Some complain because they have no money. Others complain because they received poor grades in school or did not go to, or finish, college. Still others say that they have never had a natural talent or ability for a particular field.

The humorist Josh Billings once said, “It ain’t what a man knows what hurts him. It’s what a man knows what ain’t true.” It isn’t the actual truth about yourself and your abilities that hurts you; it’s the things that you consider to be true and that have no basis in truth.

The starting point to change your beliefs is to get up the courage to question them seriously. Question your basic premises. Check your assumptions. Ask yourself, “What assumptions am I making about myself or my situation that might not be true?”

It’s a fact that we fall in love with our excuses and our assumptions. We fall in love with our reasons for not moving ahead. Even if someone comes along and challenges those reasons, even if someone tells you that you have the capacity to accomplish marvelous things, you will argue with him. If someone tells you that you can do far better than you’re doing right now, you will come up with reasons to dispute this person’s greater belief in your potential.

The author Richard Bach wrote this beautiful line: “Argue for your limitations, and sure enough, they’re yours.” Very often, we become the prosecuting attorney in the case against ourselves. We dispute and argue and attempt to prove to ourselves and others that our limitations are real. And the less justification these ideas or beliefs have, the more adamant we become in attempting to prove them to others.

What beliefs might you have that are holding you back right now? Think about them. Remember, most of our self-limiting beliefs have no basis whatsoever in fact. They are based on information and ideas that we have accepted as true, sometimes in early childhood, and to the degree to which we accept them as true, they become true for us.

Your beliefs about reality are based on a thousand influences, many of which began even before you were aware of what was going on. You have beliefs that are deep and beliefs that are shallow. Deep beliefs, with regard to your religion or your political party or your family, or especially yourself, are very hard to change. Shallow beliefs are easily changed. And many of your beliefs are in fact very shallow. They have no substance to them whatsoever.
If you challenge them hard enough, you’ll find that they are made of tissue paper. They’ll simply blow away.

You can always tell what your true values and beliefs are by looking at your actions. It isn’t what you say or wish or hope or intend that demonstrates what you really believe. It’s only what you do. It’s only the behaviors that you engage in. It’s only the actions that you choose to undertake. Your values and beliefs are always expressed in your actions and behaviors.

And out of your actions come all of the elements of your life. You are where you are what you are because of what you’ve said and done in the past.

The wonderful thing is this. Each of us is in a state of becoming. Many years ago, a great teacher of mine said that each human being is a “becomingness.” You are constantly evolving toward the fulfillment of your individual possibilities. You can become anything you want by sitting down at the keyboard of your own mental computer and beginning the process of programming in new beliefs.

To develop beliefs that serve your life better than your current beliefs, decide exactly where you want to end up sometime in the future. Dr. Roberto Assagioli calls this you “ideal result.” Robert Fritz, in his book The Path of Least Resistance, calls this your “future vision.” The clearer you are about your ideal result or future vision, the easier it is for you to alter your actions and behaviors in the short term to assure that you get where you want to be in the long term.

Once you’ve clearly decided on the person you would like to become, you are on the path toward developing new beliefs. You then discipline yourself each day to behave exactly as you would if you were already that person.

That simple technique, the “act as if” technique, is extraordinarily powerful. The more you act like the person you want to be, the more consistent your attitude will be with that person’s. Your attitude will have the back-flow effect of affecting your expectations. Positive expectations will have the back-flow effect of building beliefs that are consistent with them. And your beliefs will exert an influence on your values.

You have no limitations on your potential except for those that you believe you have. Remember this wonderful little poem: “If you think you’re beaten, you are. If you think you dare not, you don’t. If you would like to win, but think you can’t, It’s almost certain you won’t. Life’s battles don’t always go To the stronger or faster man, But sooner or later the man who wins Is the man who thinks he can.”

People succeed not because they have remarkable characteristics or qualities. The most successful people are quite ordinary, just like you and me. Most of us start off poor and confused. We spend many years getting some sort of direction in our lives. But the turning point comes when we begin to believe that we have within us that divine spark that can lead us onward and upward to the accomplishment of anything that we really want in life.

About Brian Tracy

Brian Tracy is a leading authority on personal and business success. As Chairman and CEO of Brian Tracy International, he is the best-selling author of 17 books and over 300 audio and video learning programs. Copyright ? 2001 Brian Tracy International. All Rights Reserved.

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