[原创]从“定位球”到营销
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">“角球”、“任意球”、“点球”、“球门球”……提到这些，估计对足球略知一二的人都知道这些是在足球比赛中经常可以看到的定位球。据相关数据分析，在足球比赛中<span lang="EN-US" xmllang="EN-US">40%</span>的进球是源于定位球，而在重大的比赛前夕，我们经常可以听到参赛的球队在临近比赛的几天会苦练定位球战术的消息，这说明定位球是最终教练认为最会带来直接效果的最至关重要战术之一。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"></p><p class="MsoListParagraphCxSpFirst" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">1.<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">定位球可以在赛场的任何地方向对手发起进攻；</span></p><p class="MsoListParagraphCxSpFirst" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">2.<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">定位球可以在少数队友的配合下就有取得进球的可能，也可以集全队资源于一体达到进球的成功；</span></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">3.<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">获得定位球的机会可以是对手造成，但更多源于自身对机会的创造；</span></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">4.<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">定位球的命中率较高，是因为有很多预先设置好的战术与队员间相互的配合。</span></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;"><span lang="EN-US" xmllang="EN-US"> <a href="http://blog.photo.sina.com.cn/showpic.html#url=http://static11.photo.sina.com.cn/orignal/4ff44b59g629a70d6103a" target="_blank"></a></span></span></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><font size="3"></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">上述这些对于定位球的一些观点可能并不稀奇，但如果将这些观点转换到营销的领域里，就成就企业的最实战的营销战术。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">市场是残酷的，没有人会同情弱者，这里只承认强者，并非每个企业都具备强者的实力，在资金、规模、产品种类、社会资源等方面都未必具备足够的市场竞争优势，但这些状况是在短时间内是无法转变的，而竞争却在分秒之中。生存，突破，进攻，无时无刻不在困扰着企业，而这一切更多的源于营销的成败。而“定位球”在这个时候也许就是最明智的选择。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"></p><p class="MsoListParagraphCxSpFirst" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">1.<span style="FONT: 7pt '';"> </span></span></span><br/> <span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">在竞争激烈的市场中寻找机会点，寻找对手的失误，寻找市场的空白，为自己创造机会点，动用最少的资源，巧妙的撬动市场；</span></p><p class="MsoListParagraphCxSpFirst" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">2.<span style="FONT: 7pt '';"> </span></span></span><br/> <span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">动用自身有限的资源，在某一个营销利益点上全力以赴，创造出<span lang="EN-US" xmllang="EN-US">1+1>2</span>的效果；</span></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">3.<span style="FONT: 7pt '';"> </span></span></span><br/> <span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">每次的市场发力都经过缜密的准备，并且根据情况不同有多样的战术与之配合，不拘一格；</span></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"><span lang="EN-US" xmllang="EN-US" style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN; mso-bidi-font-family: 华文细黑; mso-bidi-theme-font: major-fareast;"><span style="mso-list: Ignore;">4.<span style="FONT: 7pt '';"> </span></span></span><br/> <span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">出其不意在每次营销战术的运用中，针对市场环境的不同运用个性的手法多变的手法在一定的时间与空间内创造巨大的优势。</span></p><p class="MsoListParagraphCxSpLast" style="MARGIN: 0cm 0cm 0pt 42.55pt; TEXT-INDENT: -21pt; LINE-HEIGHT: 150%; mso-pagination: none; mso-add-space: auto; mso-list: l1 level1 lfo2;"></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"><u><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 150%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">学会踢“定位球”让企业从点成功</span></u></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21.55pt; LINE-HEIGHT: 150%; mso-char-indent-count: 2.0; mso-pagination: none;"></p><p class="MsoListParagraphCxSpFirst" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 115%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;"><font face="宋体">1.</font> 在营销过程中，定位球战术的合理运用，可以帮助企业在市场竞争中随时找到发力点。</span></p><p class="MsoListParagraphCxSpFirst" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 115%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;"><font face="宋体">2.</font> 通过合理的战术配合动用极少的资源达到一招制敌的效果，在时间与空间上达到收益的最大化，使得竞争对手没用过多准备的时间，让自身的优势在短时间内得到几倍的释放，快速抢占市场制高点，为自身的成功创造先决条件。</span></p><p class="MsoListParagraphCxSpMiddle" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"></p><p class="MsoListParagraphCxSpLast" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 115%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;">3. 定位球变幻莫测的形式让每一次的发力都具备成功的可能，在主动中寻找机会，在被动中发现机遇，没有固定的形式与套路，只有必胜的目标和默契的配合与执行，成功与否在触球的一瞬间已分胜负。</span></p><p class="MsoListParagraphCxSpLast" style="MARGIN-LEFT: 42.55pt; TEXT-INDENT: -21pt; mso-pagination: none; mso-add-space: auto; mso-list: l0 level1 lfo1;"><span style="FONT-SIZE: 12pt; LINE-HEIGHT: 115%; FONT-FAMILY: 华文细黑; mso-ascii-theme-font: major-fareast; mso-fareast-theme-font: major-fareast; mso-hansi-theme-font: major-fareast; mso-font-width: 90%; mso-fareast-language: ZH-CN;"></span></p>
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