创业型企业营销缺什么？孙行健留学生创业园营销座谈会
<p style="TEXT-INDENT: 25.75pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"><b style="TEXT-INDENT: 2em"><span style="FONT-SIZE: 15pt; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">创业型企业营销缺什么？孙行健应邀主持深圳<span style="COLOR: #6d5887">留学生</span>创业园企业主营销工作座谈会。</span></b></p><p style="TEXT-INDENT: 25.75pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"> <wbr></p><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="COLOR: blue; FONT-FAMILY: 宋体; TEXT-DECORATION: underline; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt" XML:LANG="EN-US"><span lang="EN-US" XML:LANG="EN-US"><span lang="EN-US" XML:LANG="EN-US"></span></span></span></b>
<p style="TEXT-INDENT: 18pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="COLOR: blue; FONT-FAMILY: 宋体; TEXT-DECORATION: underline; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt" XML:LANG="EN-US"><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="COLOR: blue; FONT-FAMILY: 宋体; TEXT-DECORATION: underline; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt" XML:LANG="EN-US"><span style="COLOR: #6d5887"><span lang="EN-US" XML:LANG="EN-US"><span lang="EN-US" XML:LANG="EN-US">作者：营销讲师_</span></span><span lang="EN-US" XML:LANG="EN-US"><span lang="EN-US" XML:LANG="EN-US">孙行健</span></span></span></span></b></span></b></p>
<p style="TEXT-INDENT: 18pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"> <wbr></p>
<p style="TEXT-INDENT: 18pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><span lang="EN-US" XML:LANG="EN-US"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">新年伊始，受市政府引智办之托，应深圳市孵化器协会之邀，营销专家行<span style="COLOR: #6d5887">孙行健</span>赴深圳龙岗<span style="COLOR: #6d5887">留学</span>生创业园，主持创业园企业主代表座谈会。</span></span></span></p>
<p style="TEXT-INDENT: 18pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">座谈会主题：创业型企业营销缺什么？创业型企业营销如何突破。本次会议是为<span lang="EN-US" XML:LANG="EN-US">2010</span>年元月<span lang="EN-US" XML:LANG="EN-US">29</span>日创业企业营销突破高阶陪训做准备的一次会议。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">深圳孵化器协会赵璐秘书长亲自陪同，留学生创业园龙岗园区主任毛延发主任组织。会场上，各企业代表踊跃发言，营销专家孙行健逐一对问题界定。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">总结而言，创业型企业的营销工作有八大误区：</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第一大误区:误认为销售就是营销。实际上，营销做的是让你爱我的工作，销售做的是求你爱我的工作。我们创业型的企业往往力量使在求人爱己上面，因此往往费力不讨好，得不偿失，优质不优价，过得很辛苦。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第二大误区:老板有病员工吃药。很多老板没有意识到企业的发展瓶颈在自己，而不在员工，老板不可以指望员工参加培训，或请人指导一下自己的手下就能突破公司的发展瓶颈。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第三大误区:市场问题用技术去解决。有的企业，自己一种产品技术与质量已经是业界第一，但受到低端竞争对手的冲击，本来这是个市场问题。但企业选择了不战而逃，对策是另外开发民用产品，回避在行业市场的竞争。这种思路，会导致企业放弃了一个又一个的阵地，最终自己把自己变成游民。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第四大误区：没有钱就做不了品牌。孙行健认为，没有品牌就过不上有品质的生活。因为，没有品牌的活路，是卖血求生，是不可持续的。品牌是文采，而不是钱财。品牌就是你对自己的产品、能力、给客户的价值的一种经典表达。这种表达，更多的是智慧，而不是花钱。<span style="COLOR: #6d5887">华为</span>一分钱<span style="COLOR: #6d5887">广告</span>不打，谁能否认他的品牌是如雷贯耳？</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第五大误区：在羊圈里找鸡蛋。有的企业说，我们也做了主题词广告，在百度上、<span lang="EN-US" XML:LANG="EN-US">GOOGLE</span>上都有很多人搜我们，可是就是不见有客户来电话。我问你们是做什么的，他说，我们做的是全世界最先进的指纹识别技术，带深层活体纹路识别的，误判率极低。这样的先进技术，军事机构、科研机构有兴趣。所谓外事问谷歌、内事问百度，不是这类客户认知方式。这种产品，我们要作决策链营销与影响力渗透。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第六大误区：找对人就能办好事。有老板耿耿于怀就是如何招到<span style="COLOR: #6d5887">营销</span>高手，须不知，营销高手的机会成本是巨大的。池潭太小，放条鲸鱼来会搁浅。纵观伟大的企业，在企业成长过程中，用的都是家丁、家将，一个企业成长了，这个行业里的营销猛人也长成。共产党的队伍，不能指望国民党的投诚将军，而且怎么能指望正规军投诚去作游击队呢？所以，不要聚焦于找人，而要培养自己人，首先要培养自己。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第七大误区：利益说不清就想客户买单。很多企业对自己做什么生意，给客户提供什么价值，或者说客户为什么要买自己的产品这件事，理解不清晰。最明显的证据就是，三言两语说不清楚。总是要作一篇论文，才能把事情说出点眉目。这很危险，客户之所以是客户，是因为他不懂我们的深，如何让我们的深很浅显的呈现在啥也不懂的客户面前，就是营销的基本功。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="left"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">第八大误区：以为占了高端就能赚到钱。山顶上是不长草的，你去看喜玛那雅之巅，是不是不毛之地？很多留学生创业企业，确实是技术领先。占高端不费力，因为那些<span style="COLOR: #6d5887">客户</span>懂我们的优势。但是，这些少量客户是养不活我们的。如何把山顶一杆旗飘飘，变为漫山遍野红旗展，这才是我们经营的重点。</span></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"> <wbr></p>
<p style="TEXT-INDENT: 17.95pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-char-indent-count: 1.71; mso-pagination: widow-orphan" align="center"><span lang="EN-US" style="COLOR: #993300; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt" XML:LANG="EN-US"><</span><span style="COLOR: #993300; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">完<span lang="EN-US" XML:LANG="EN-US">></span></span></p>
<p align="center"><span style="FONT-SIZE: 10.5pt; COLOR: #993300; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-ansi-language: en-Us; mso-fareast-language: ZH-Cn; mso-bidi-language: Ar-sA">孙行健小传：营销讲师、华为老将，电话<span lang="EN-US" XML:LANG="EN-US">13286661298</span>愿交良朋，博客：</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: #993300; FONT-FAMILY: 'Times new=" XML:LANG="EN-US" 宋体? mso-fareast-font-family: Ar-sA; mso-bidi-language: ZH-Cn; mso-fareast-language: en-Us; mso-ansi-language: 12.0pt; mso-bidi-font-size: 1.0pt; mso-font-kerning: roman?; new?><span style="COLOR: #993300">http://blog.sina.com.cn/eaglesun555/</span></span><span style="FONT-SIZE: 10.5pt; COLOR: #993300; FONT-FAMILY: 宋体; mso-bidi-font-family: 'Times new=" mso-bidi-language: ZH-Cn; mso-fareast-language: en-Us; mso-ansi-language: 12.0pt; mso-bidi-font-size: 1.0pt; mso-font-kerning: roman?; new? Ar-sA? new="new" ?Times mso-hansi-font-family: mso-ascii-font-family:>。</span></p> 对于营销的第一大误区：误认销售即营销，深有感触～
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