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NEWS

濯掍綋鑱氱劍 | 鐗瑰姵鐗矽蛋杩涙垬鐣ユ棤浜哄尯

2018-08-17

鑷?969骞存澃鍏嬄風壒鍔崇壒锛圝ack Trout锛夋彁鍑衡€滃畾浣嶁€濅互鏉ワ紝瀹氫綅鐞嗚鍙戝睍鍜屽疄璺靛凡璧拌繃杩戝崐涓笘绾€傜壒鍔崇壒鍏堢敓鍜屼粬鐨勫悎浼欎漢鍏卞嚭鐗堣繃瀹氫綅绯誨垪钁椾綔16閮紝褰㈡垚浜嗗畬鏁寸殑瀹氫綅鐞嗏€?

  • 30

    2018-09

    鐗矽瀵?| 缇庡洟鐜嬪叴锛氬儚缃楅┈浜轟竴鏍峰幓鎴樻枟

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  • 21

    2018-09

    濯掍綋鑱氱劍 | 浠庣摐瀛愪簩鎵嬭濺鍒闆揩鐙楁墦杞︼紝鐗瑰姵鐗?All in 鏂扮粡娴?/font>

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  • 21

    2018-09

    濯掍綋鑱氱劍 | 閭撳痙闅嗭細瀹氫綅涓庡+绮劇

    *鏈枃杞澆鑷甯冩柉涓枃瀹樻柟寰俊浠庡晢涓氱殑瑙掑害鐪嬶紝閭撳痙闅嗘棤鐤戞槸鎴愬姛鐨勩€備粬鎵€棰嗗鐨勭壒鍔崇壒浼欎即鍏徃涓€鐩翠互鏉ラ兘鏄腑鍥芥敹璐規渶楂樼殑鍜ㄨ鍏徃鈥斺€旀瘡瀹跺鎴鋒瘡骞?5...

  • 18

    2018-09

    濯掍綋鑱氱劍 | 闄堥€鎬雞锛氫粠鈥?8閫熻繍鈥濆埌鈥滃揩鐙楁墦杞︹€?锛屾瘡瀹朵紒涓氶兘蹇呴』鍚戠敤鎴峰洖绛斺€滄垜鏄皝鈥?/font>

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鏈嶅姟妗堜緥

CASES

鐡滃瓙浜屾墜杞?/font>

浜掕仈缃戝垱涓氬吀鑼?

2015骞?鏈堬紝璧堕泦缃戞棗涓嬬殑O2O椤圭洰鈥滆刀闆嗗ソ杞︹€濓紝鏍規嵁鏂扮殑鎴樼暐瀹氫綅锛屾寮忔洿鍚嶄負鈥滅摐瀛愪簩鎵嬭濺鈥濓紝骞跺洿缁曗€滀簩鎵嬭濺鐩村崠缃戔€濆睍寮€缁忚惀锛屽紑濮嬫墦閫犲搧鐗屻€傚崗鍔╃摐瀛愪簩鎵嬭濺鍦ㄥ彂灞曚腑鍙婃椂璋冩暣鎴樼暐浠ュ簲瀵圭珵浜夛紝骞朵笖瀵圭摐瀛愪笉鏂殑涓氬姟鍒涙柊鎻愬嚭鎴樼暐寤鴻锛屼繚闅滀簡鐡滃瓙鐨勪笟鍔℃垚闀垮拰棰嗗厛鍦頒綅銆傞潰瀵規柊杞﹀競鍦烘満浼氾紝鍙婃椂璺熻繘鐮旂┒锛屾彁鍑轟簡澶氬搧鐗屽彂灞曟垬鐣ャ€?017骞?0鏈?1鏃ワ紝鐡滃瓙浜屾墜杞﹀甯冨崌绾т負杞﹀ソ澶氶泦鍥紝鍏ㄨ祫鎷ユ湁鈥滅摐瀛愪簩鎵嬭濺鐩村崠缃戔€濄€佲€滄瘺璞嗘柊杞︾綉鈥濅袱涓嫭绔嬪搧鐗岋紝浼闆€?2浜跨編鍏冦€?018骞?鏈?鏃ワ紝杞﹀ソ澶氶泦鍥㈠畬鎴愯吘璁鎶曠殑8.18浜跨編鍏僀杞瀺璧勩€?

鏌ョ湅妗堜緥璇︽儏

涓滈樋闃胯兌

浠庤竟缂樺寲鍝佺被鍒頒富娴佷紒涓?

鍗忓姪涓滈樋闃胯兌锛屼粠浣庣銆佸啘鏉戙€佽€佸勾娑堣垂鐨勮竟缂樺寲鍝佺被锛岄噸鏂闆畾浣嶄負婊嬭ˉ鍏葷敓涓婂搧锛屽苟寮€鍒涘嚭鏂扮殑楂樼瀹㈢兢锛屾垚涓轟富娴佷漢缇ゆ墍鍏蟲敞鍜屾秷璐圭殑鍝佺被銆傚悓鏃訛紝鍗忓姪浼佷笟杩涜涓氬姟鍙栬垗锛岃鍒掑鍝佺墝鏋舵瀯涓嬬殑澶氫笟鍔″彂灞曪紝鎴愰暱涓轟富娴佷紒涓氥€?

鏌ョ湅妗堜緥璇︽儏

閮庨厭闆嗗洟

涓夊ぇ鍝佺墝鍗忓悓骞惰繘

鍗忓姪閮庨厭闆嗗洟纭珛鈥滀笁澶у搧鐗屽崗鍚屽苟杩涒€濇垬鐣ワ紝瀹炵幇楂橀€熷彂灞曪細闈掕姳閮庝互鈥滀腑鍥戒袱澶ч叡棣欑櫧閰掍箣涓€鈥濆畾浣嶏紝鍦ㄩ珮绔櫧閰掍腑寮傚啗绐佽搗锛涘皬閮庨厭浠モ€滃叏鍥界儹閿€鐨勫皬鐡剁櫧閰掆€濆畾浣嶏紝寮曢灏忛厭鐑崠锛岄攢閲忓垱鏂伴珮锛涢儙鐗岀壒鏇蹭互鈥滄潵鑷洓宸濓紝娴撻姝e畻鈥濆畾浣嶏紝鎴愬姛瀹炵幇绔炰簤绐佸洿銆?

鏌ョ湅妗堜緥璇︽儏

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浼犵粺鐡風爾璺昏韓楂樼涓浗鍒堕€?

2016骞?鏈堬紝璇鴻礉灏旈€氳繃鎴樼暐瀹氫綅寮曢锛屾帹鍑烘柊涓€浠g摲鐮栤€斺€旂摲鎶涚爾銆傚湪瀹氫綅鐨勬姢鑸笅锛屾妧鏈垱鏂拌幏寰楁秷璐矽€呰鍚岋紝璇鴻礉灏斾笉浣嗘垚鍔熸娊韬涓氫環鏍兼垬锛屼篃甯﹂涓浗闄剁摲閲嶅洖涓栫晫涔嬪穮锛屾垚涓轟腑鍥介珮绔埗閫犱駭涓氬吀鑼冦€傛垬鐣ユ墽琛屼竴骞達紝璇鴻礉灏斿凡琚叕璁や負鏈€濂界摲鐮栵紝浠鋒牸杩滆秴绔炲搧锛岄攢閲忓ぇ骞呭闀匡紝纭珛鈥滀腑鍥界摲鐮栭瀵煎搧鐗屸€濆湴浣嶃€?

鏌ョ湅妗堜緥璇︽儏

鍔查湼鐢瘋

浠庤窡闅忓搧鐗屽埌琛屼笟棰嗗鑰?

鍗忓姪鍔查湼鐢瘋锛屼綔涓哄競鍦鴻窡闅忚€咃紝閽堝棰嗗厛鑰呮纭畾浣嶏紝鏈夊簭鎺ㄨ繘锛岄€愭鍙嶈秴甯傚満棰嗗鑰咃紝寤虹珛涓浗鍟嗗姟浼戦棽鐢瘋绗竴鍝佺墝銆傝嚦浠婏紝鍔查湼鐢瘋涓嶄粎鍦ㄨ涓氫腑淇濇湁鏈€澶ч攢閲忥紝鑰屼笖浠鋒牸鏄庢樉瓒呭嚭涓昏瀵規墜锛岃繙绂繪湇瑁呬環鏍兼垬锛屾垚涓鴻涓氱粡钀ュ吀鑼冦€?

鏌ョ湅妗堜緥璇︽儏

鑰佷埂楦?/font>

浠庡湴鏂歸楗埌鍏ㄥ浗涓紡蹇棰嗗厛鍝佺墝

2011骞達紝鑰佷埂楦″惎鍔ㄦ垬鐣ュ畾浣嶏紝閫氳繃鑱氱劍鈥滃揩椁愨€濅笟鍔★紝鏄庣‘瀹氫綅鈥滃畨寰藉揩椁愰瀵煎搧鐗屸€濓紝闆嗗叺瀹夊窘鍔犻€熷紑搴楋紝鏇村悕鍗囩駭鍝佺墝绛夊叧閿垬鐣ュ姩浣滐紝鑾峰緱蹇€熷彂灞曪紝浜斿勾閿€鍞澧為暱10鍊嶏紝鍒╂鼎澧為暱30鍊嶏紝浜庡畨寰介棬搴楁暟杈炬墍鏈夋磱蹇涓夊€嶄箣澶氥€?016骞達紝鑰佷埂楦¤蛋鍑哄畨寰斤紝鐭煭涓€骞存椂闂村湪鍗椾含鍜屾姹夊紑鍑?0澶氬搴楀苟瀹炵幇鐩堝埄锛岃嚦浠婅€佷埂楦″凡鎷ユ湁400澶氬鐩磋惀搴楋紝鎴愪負鍏ㄥ浗涓紡蹇棰嗗厛鍝佺墝銆?

鏌ョ湅妗堜緥璇︽儏

鑽夋櫠鍗庣牬澹佽崏鏈?/font>

鏂闆瀷涓嵂楗墖琛屼笟棰嗗啗鑰?

2015骞達紝涓櫤鑽笟浠ュ畾浣嶄負寮曢锛岀郴缁熻鍒掍紒涓氭垬鐣ワ紝涓烘棗涓嬫柊鍨嬩腑鑽ギ鐗囦駭鍝佺‘瀹氣€滆崏鏅跺崕鈥濆搧鐗岋紝闆嗗姏寮€鍒涗腑鑽吇鐢熸柊鍝佺被鈥滅牬澹佽崏鏈€濄€備袱骞村鏉ワ紝鑽夋櫠鍗庨珮鏁堢粡钀ャ€侀珮閫熷彂灞曪紝鍏ㄥ浗甯傚満瑕嗙洊31涓渷浠姐€?涓囧瀹惰繛閿佽嵂搴椼€?017骞翠笂鍗婂勾锛岃崏鏅跺崕閿€鍞敹鍏ュ悓姣斿闀胯繎70%锛岀粓绔儹閿€鍔垮ご寮哄姴锛岃涓氶鍐涜€呭湴浣嶆寔缁琺鍥恒€?

鏌ョ湅妗堜緥璇︽儏

鏈嶅姟鍐呭

SERVICE

鎴戜滑鑷村姏浜庡崗鍔╀紒涓氬锛?br class="smallscreen" /> 鐪嬫竻宸叉湁涓氬姟鐨勫畾浣嶆満浼氾紝
璁劇珛涓氬姟鎰挎櫙锛屾纭畾浣嶏紝
骞跺洿缁曞畾浣嶈鍒掍紒涓氭垬鐣ワ紝
璺熻繘鎴樼暐鎵ц锛?br class="smallscreen" /> 鍙婃椂鎴樼暐浣撴鍜屾垬鐣ラ噸鏁達紝
浠ラ珮鏁堝紑鍒涢【瀹紝淇濋殰涓氬姟娼滃姏瀹炵幇銆?br class="smallscreen" /> 鍚屾椂锛?br class="smallscreen" /> 鍗忓姪浼佷笟瀹跺強鏃跺彂鐜闆拰璇勪及鏂扮殑涓氬姟鏈轟細锛?br class="smallscreen" /> 瑙勫垝澶氫笟鍔℃垬鐣ワ紝鎷撳ぇ浼佷笟鍙戝睍绌洪棿銆?

鍜ㄨ鐩爣

鎵撻€犺涓氬吀鑼?

瀹㈡埛瀵矽薄

鐩爣杩滃ぇ浼佷笟

鍚堜綔鏂瑰紡

闀挎湡鎴樼暐椤鵑棶

鍚堜綔涓句緥

浠庢帴娲藉埌鍚堜綔

鍙戝睍鍘嗙▼

HISTORY

1969

鏉闆厠鈥㈢壒鍔崇壒鍏堢敓浜庣編鍥姐€婂伐涓氳惀閿€銆嬫潅蹇楀彂琛ㄨ鏂囥€婂畾浣嶏細鍚岃川鍖栨椂浠g殑绔炰簤涔嬮亾銆?'Positioning' is a game people play in today鈥檚 me-too market place)锛岄娆℃彁鍑哄晢涓氶鍩熺殑鈥滃畾浣嶁€濇蹇碉紝鎴愬姛棰勮█閫氱敤鐢墊皵銆佺編鍥芥棤绾跨數绛夎繘鍐涚數鑴戣涓氬皢鏃犲姛鑰岃繑銆?

1971

缇庡浗鏃犵嚎鐢電數鑴戦儴闂ㄥ法浜?.5浜跨編鍏冿紝閫氱敤鐢墊皵鐢佃剳閮ㄩ棬鍗栫粰闇嶅凹闊﹀皵銆傜編鍥姐€婂伐涓氳惀閿€銆嬫潅蹇楅個璇鋒澃鍏嬧€㈢壒鍔崇壒鍏堢敓鍐嶆鎾版枃锛屽苟浜?971骞?1鏈堝彂甯冭鏂囥€婂畾浣嶅洖椤撅細涓轟綍閫氱敤鐢墊皵涓庣編鍥芥棤绾跨數涓嶅惉蹇犲憡锛熴€嬨€?

1972

鏉闆厠鈥㈢壒鍔崇壒鍏堢敓鍜屼粬鐨勫悎浼欎漢鑹鋸€㈤噷鏂厛鐢熷湪缇庡浗銆婂箍鍛婃椂浠c€嬫潅蹇楀彂琛ㄣ€婂畾浣嶆椂浠c€嬶紙The Positioning Era Cometh锛夌郴鍒楁枃绔狅紝骞舵眹缂栨垚鍐屽彂琛岋紝缁忎綔鑰呬箣鎵嬮€佸嚭鐨勫氨杈?2涓囦喚涔嬪銆?

1981

鏉闆厠路鐗瑰姵鐗瑰厛鐢熷拰鑹鋸€㈤噷鏂厛鐢熷悎钁楃殑銆婂畾浣嶃€嬶紙Positioning: The Battle for Your Mind锛変竴涔﹀嚭鐗堛€?009骞達紝璇ヤ功琚編鍥姐€婂箍鍛婃椂浠c€嬫潅蹇楄瘎涓衡€滃彶涓婃渶浣寵惀閿€缁忓吀鈥濈涓€鍚嶃€?

1986

涓庤壘鈥㈤噷鏂悎钁椼€婂晢鎴樸€嬶紙Marketing Warfare锛夊嚭鐗堬紝鎴愪負缇庡浗涔冭嚦鍏ㄧ悆钀ラ攢楂樺眰鐨勫繀璇昏惀閿€鎴樼暐钁椾綔锛屽叾鍥涚鎴樼暐妯″紡閫愭笎鎴愪負鍏ㄧ悆鍟嗗闄㈡暀鏉愩€?

1989

涓庤壘鈥㈤噷鏂悎钁椼€婅惀閿€闈╁懡銆嬶紙Bottom-Up Marketing锛夊嚭鐗堛€?

1991

涓庤壘鈥㈤噷鏂悎钁椼€婁漢鐢熷畾浣嶃€嬶紙Horse Sense: The Key to Success Is Finding a Horse to Ride锛夊嚭鐗堛€?

1993

涓庤壘鈥㈤噷鏂悎钁椼€?2鏉″晢瑙勩€?锛圱he 22 Immutable Laws of Marketing: Violate Them at Your Own Risk锛夊嚭鐗堬紝琚獕涓衡€淐EO鏈€鎬曡绔炰簤瀵規墜璇誨埌鐨勫晢鐣屽涔︹€濄€?

1996

銆婃柊瀹氫綅銆嬶紙The New Positioning: The Latest on the World鈥檚 #1 Business Strategy锛夊嚭鐗堬紝鍦ㄦ柊鍟嗕笟鏃舵湡鎺ㄨ繘瀹氫綅鐞嗚銆?

1999

銆婄畝鍗曠殑鍔涢噺銆嬶紙The Power Of Simplicity锛欰 Management Guide To Cutting Through The Nonsense And Doing Things Right锛夊嚭鐗堛€?

2000

銆婁笌浼椾笉鍚屻€嬶紙Differentiate Or Die锛歋urvival in Our Era of Killer Competition锛夊嚭鐗堛€?

2001

銆婂ぇ鍝佺墝澶ч棶棰樸€嬶紙Big Brand, Big Trouble: Lessons Learned the Hard Way锛夊嚭鐗堛€?

2001

涓虹邯蹇碘€滃畾浣嶁€濊繖涓€浼熷ぇ鍒涙柊锛屻€婂畾浣嶃€?0鍛ㄥ勾绾康鐗堬紙Positioning: The Battle for Your Mind, 20th Anniversary Edition锛夊嚭鐗堛€?

2001

鈥滃畾浣嶇悊璁衡€濊缇庡浗甯傚満钀ラ攢鍗忎細璇勪負鈥滄湁鍙蹭互鏉ュ缇庡浗钀ラ攢褰卞搷鏈€澶х殑瑙傚康鈥濄€?

2003

銆婄壒鍔崇壒钀ラ攢鍗佽銆嬶紙A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius锛夊嚭鐗堛€?

2004

銆婁粈涔堟槸鎴樼暐銆嬶紙Trout on Strategy: Capturing Mindshare, Conquering Markets锛夊嚭鐗堛€?

2006

浣滀負鏈€缁忓吀鐨勫晢涓氬疄鎴樿憲浣滐紝銆婂晢鎴樸€?0鍛ㄥ勾绾康鐗堬紙Marketing Warfare: 20th Anniversary Edition锛夊嚭鐗堛€?

2008

銆婃樉鑰屾槗瑙併€嬶紙In Search of the Obvious: The Antidote for Today鈥檚 Marketing Mess锛夊嚭鐗?銆?

2008

銆婁笌浼椾笉鍚屻€嬶紙绗?鐗堬級锛圖ifferentiate Or Die锛歋urvival in Our Era of Killer Competition锛夛紙Second Edition锛夊嚭鐗堛€?

2010

鏉闆厠鈥㈢壒鍔崇壒鍏堢敓灏佺瑪涔嬩綔銆婇噸鏂闆畾浣嶃€嬶紙Repositioning: Marketing in an Era of Competition, Change and Crisis锛夊嚭鐗堛€?鑷蟲锛屾澃鍏嬧€㈢壒鍔崇壒鍏堢敓鍑虹増瀹氫綅涓撹憲16鏈紝褰㈡垚浜嗗畬鏁寸殑瀹氫綅鐞嗚浣撶郴銆?

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