[原创]如何解读一篇行业文章
<br/><p class="MsoNormal" style="MARGIN-LEFT: 38.95pt; TEXT-INDENT: 21pt; mso-para-margin-left: 3.71gd; mso-char-indent-count: 2.0"><span style="FONT-FAMILY: 黑体">面对一篇好的行业文章，如获至宝，因为这是了解行业动态、竞争对手、市场信息等的经济有效的途径。而怎么处理好一篇行业文章呢？处理的好，则我们的预期目标就会达到，甚至还会有以外的收获；如若没有处理的思路，则仅仅走马观花，一扫了之！<span lang="EN-US"> <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 38.95pt; TEXT-INDENT: 26.25pt; mso-para-margin-left: 3.71gd; mso-char-indent-count: 2.5"><span style="FONT-FAMILY: 黑体">我认为对待一篇行业文章，就三个词“主题、解构、提取”！<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 38.95pt; TEXT-INDENT: 26.25pt; mso-para-margin-left: 3.71gd; mso-char-indent-count: 2.5"><span style="FONT-FAMILY: 黑体">主题，就是看这篇文章的中心思想是什么，要告诉大家一件什么事？一个厂家的动态？一个经销商的经营思路？还是消费者呈现出的某个偏好趋势？<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 38.95pt; TEXT-INDENT: 26.25pt; mso-para-margin-left: 3.71gd; mso-char-indent-count: 2.5"><span style="FONT-FAMILY: 黑体">解构，就是看文章的某个部分讲了个什么子主题。可以是一个竞争对手的数据和推广模式，也可以是产品的包装创新等等，只要感兴趣就可以针对地研读；<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 38.95pt; TEXT-INDENT: 26.25pt; mso-para-margin-left: 3.71gd; mso-char-indent-count: 2.5"><span style="FONT-FAMILY: 黑体">提取，如果主题、子主题有价值，还应提取出来为我所用，这样以来读一篇文章才算得上有了落脚点！<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 21pt; TEXT-INDENT: 31.5pt; mso-para-margin-left: 2.0gd; mso-char-indent-count: 3.0"><span style="FONT-FAMILY: 黑体">以《卫河——做特定区域的强势品牌》为例分析<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 99pt; TEXT-INDENT: -36pt; mso-list: l0=" list="list" tab-stops: 99.0pt? lfo1; l0? level1="level1"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-bidi-font-family: 黑体"><span style="mso-list: Ignore">（1）<span style="FONT: 7pt="7pt"=" Roman?? new="New" 7pt? ?Times> </span></span></span><span style="FONT-FAMILY: 黑体">文章整体思想的把握：一个主旨——做特定区域的强势品牌<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 99pt; TEXT-INDENT: -36pt; mso-list: l0=" list="list" tab-stops: 99.0pt? lfo1; l0? level1="level1"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-bidi-font-family: 黑体"><span style="mso-list: Ignore">（2）<span style="FONT: 7pt="7pt"=" Roman?? new="New" 7pt? ?Times> </span></span></span><span style="FONT-FAMILY: 黑体">特定信息的提取：如：山东白酒市场的特征；山东中小白酒企业面临的环境；<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 99pt; TEXT-INDENT: -36pt; mso-list: l0=" list="list" tab-stops: 99.0pt? lfo1; l0? level1="level1"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-bidi-font-family: 黑体"><span style="mso-list: Ignore">（3）<span style="FONT: 7pt="7pt"=" Roman?? new="New" 7pt? ?Times> </span></span></span><span style="FONT-FAMILY: 黑体">实战创新经验的提取：如：市场分级操作；流通盘中盘；<span lang="EN-US"><o:p></o:p></span></span></p>
<p class="MsoNormal" style="MARGIN-LEFT: 99pt; TEXT-INDENT: -36pt; mso-list: l0=" list="list" tab-stops: 99.0pt? lfo1; l0? level1="level1"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-bidi-font-family: 黑体"><span style="mso-list: Ignore">（4）<span style="FONT: 7pt="7pt"=" Roman?? new="New" 7pt? ?Times> </span></span></span><span style="FONT-FAMILY: 黑体">行业新动态新思想的把握：如：“盛初提出‘<span lang="EN-US">5+3+n</span>’的中国未来白酒行业布局思想”<span lang="EN-US"><o:p></o:p></span></span></p>
[此贴子已经被作者于2009-8-24 12:17:27编辑过] <p>不错的观点</p>
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