The Role Of Sun Tzu'S Art Of War In Guiding Modern Marketing

Sun Tzu said: "the great state of the soldier, the place of life and death, and the way to survive and die must not be ignored."

Modern marketing, as the forefront of commercial warfare, is fighting on the battlefield without blood.

This is for

First, "five things and seven plans".

Sun Tzu said: through the five things, the school must take care of its feelings.

It not only sums up the "five things and seven plans" that determine the outcome of war, but also points out the importance of "temple calculation".

The analysis and Reflection on the factors of victory or defeat in war were called Temple calculation in ancient times.

It is important to think that strategic planning is important for the overall situation of war.

For a modern enterprise, before launching a marketing Station, we should also plan and analyze and compare its "five things and seven plans" and analyze marketing.

Two, "soldiers win more than you win."

Sun Tzu believes that speed is the most valuable thing for soldiers to use and not to be enduring.

"Good fighters are dangerous and short."

"Quiet as a virgin, like a rabbit."

For an enterprise, arranging a plan of marketing activities is also a matter of spending money on a daily basis and mobilize the masses. If the procrastination is hesitant and slow, the intensity of marketing is not enough. Under the condition of limited resources, the focus can not be achieved, and the impact will be insufficient. It may also be exposed to strategic intentions or lose time, and the manpower and material resources will be wasted to achieve the desired goal.

Three, "do not fight and bend the soldiers".

Sun Tzu believes that "winning the army and cutting down the strategy" is not the best result. Victory is the most worthwhile result.

For modern enterprise marketing, instead of being trapped in a brutal price war, it will lose both sides. Why not increase the value of its products or services, open up the quality grade of the consumers and the consumers, enhance the core competitiveness, avoid the bloody red sea, open up the blue ocean, and defeat the competitors.

Four, "know yourself and know it, and fight for all battles".

Sun Tzu believes that if we do not know our friends, we will win the battle, but we will never lose the battle.

Are you a market leader, a market challenger, or a market follower? What are your product or service positioning and target markets? What are your product features, channels and pricing strategies? How do you disseminate your products and services and develop your brand? How do you build your marketing team? How do you conduct marketing information communication? What are your direct competitors and indirect competitors doing? First, understand your strengths and weaknesses, opportunities and challenges, and then sharpen your competitors, so that you can "profit from power" and "take the lead by surprise," and defeat competitors at the lowest cost to make yourself stand out. For modern enterprise Marketing

Five, "odd".

Sun Tzu believed that commanding and fighting was always in contact with the enemy in the form of "positive soldiers", and that the victory was achieved by using a surprise soldier. It was called "the right match, the Clipsal" and "the enemy is the loser."

For enterprise marketing, if you know your competitors well or can not compete with others, you can use horizontal thinking or blue ocean strategy to move horizontally, seek differentiation, change the rules of the game, expand the market space, carry out flank warfare or guerrilla warfare, so that you can win and win.

Toothpaste market is a very mature market, its market structure has been relatively stable, and competition is very intense. It is not easy for new entrants to stay in the industry. But the VC toothpaste is easy to enter the market and is doing well.

Without it, the concept of vitamin C nutritious gums is regarded as a surprise soldier.

Six, "wait for fatigue".

Sun Tzu believes that whoever arrives first in the battlefield and waits for the enemy to come to war is at ease. After arriving at the battlefield, he will be tired when he rushing to battle.

For enterprise marketing, it is very important to take the lead in occupying the new market and occupy the minds of consumers, because the minds of the market and consumers are predominant, and the advanced ones are more likely to gain a firm foothold in the market because of the fierce competition.

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Moreover, after occupying consumers' minds and market channels, they can strike down on the latecomers and force them to withdraw from the market, thus consolidating and expanding their market share.

This is what people often say is the best way to start.

Seven, "virtual reality".

Sun Tzu believed that "then we must not be able to attack the enemy, but also to destroy it." in other words, offense and the enemy can not be resisted, because the impact is the weak point of the enemy.

"Though the enemy is numerous, it can make no struggle" and "go out of its direction, and tend to disagree".

It is the essence of Sun Tzu's art of war.

This also has important theoretical guiding significance for enterprise marketing.

If the opponent has obvious cost advantages, you should not blindly compete with him in price, but it is more famous than the Swiss watches, not because of its low production cost, but because it has an unparalleled quality advantage.

Opponents are well-known brands, and you do not have the resources to brand, so you can work hard at the terminal.

There are many examples in this regard. For enterprises, especially small and medium-sized enterprises, they should not be afraid of being too strong, but learn to avoid weaknesses.

We must concentrate on resources and attack the enemy's weaknesses, so that we can gain momentum and strength.

Eight, "take the pedantry as the direct and take the benefit as the benefit".

Sun Tzu said, "those who are difficult in military struggle are straight and indirect.

That is to say, the reason why military contention is difficult is to take the circuitous road as a shortcut and turn unfavorable factors into favorable ones.

For business marketing, it is necessary to have reverse thinking. One factor is unfavorable to you, but in another way, it can be advantages and opportunities.

Business capital is small, small scale, no cost advantage, but your boat is small, good turn around, can closely watch consumers need to react quickly.

You are a local brand. You can't compete with famous brands in the national market. It doesn't matter. You can make intensive farming in the local area and make use of the advantages of land, people and culture.

So many others.

Behind the most powerful parts of the opponent, there are always huge weaknesses. Finding out where the gate is located can be 42 yuan.

Coca-Cola's coke is good, and the world's unmatched people seem to be unable to compete with him. But his coke is so authentic, so the quality is extraordinary, which is itself a drawback.

Seven happy "a coke" hit his key, you do better or coke, and borrowed Coca-Cola's "potential", greatly improved the product popularity.

Coca-Cola claims to be the most original cola, but Pepsi Cola hits the key to a young man who wants to drink new coke. Your tradition is advantage, but it also means conservative and no new ideas.

Nine, "change the enemy".

Sun Tzu said, "water flows from the earth, and the soldiers become enemies because of the enemy."

Therefore, war is not constant, water is impermanent, and the winner can be changed by the enemy.

It means that the water determines the direction because of the height of the terrain. The use of troops is based on the change of enemy's situation and decides the way to win the enemy.

Therefore, there is no fixed form of warfare in the use of force, as if the water does not have a fixed direction of flow.

For modern enterprises, besides paying attention to their marketing activities, they should also pay close attention to and study the marketing activities of their competitors.

If you are a market leader, you should always pay attention to the trend of market attackers; if you are a market follower, you must keep a close eye on market leaders and so on.

We should always be sober and vigilant, and be prepared for danger in times of peace and danger.

Ten, "borrowing opportunities".

Sun Tzu said, "sometimes a fire sometimes happens.

It means that when a fire attack takes a look at the sky, arson should choose the date.

"Those who do not know the shape of mountains, dangers, and zigzag can not march."

Sun Tzu emphasized the importance of heaven, time and place in the March, emphasizing that we should take advantage of heaven and earth to enhance our strength and take the initiative.

For modern enterprise marketing, we must learn to "borrow the potential", with the help of social public opinion, with the help of new concepts, and even with the strength of competitors to achieve their goals.

The key is to discover and excavate events related to product, product value and brand value, and to seize the opportunity well.

Because these potentials may be fleeting, whether these potentials will be grasped in time will directly affect the final potential energy.

We must be good at borrowing opportunities and be good at setting up momentum.

Potential energy is, in a sense, a resource.

Being good at borrowing is also a form of expression that is good at integrating resources in a sense. For enterprises, we must strive for the momentum.

When Liu Xiang ran out of 12 seconds 88, and the world was shocked, Nike saw the value of the news. So in less than 24 hours, the billboard with the news appeared all over the world.

In October 2003, China Shenzhou five manned space flight successfully landed, and China became the third country with manned space technology after the United States and Russia.

In this day of national celebration, Mengniu made his own voice: raise your right hand and cheer for Chinese aerospace.

Mengniu has become a special milk for astronauts.

Mengniu borrowed the Shenzhou five trend, greatly enhanced brand awareness and brand reputation.

Sun Tzu's art of war is a precious historical treasure left by our predecessors. It is concise, comprehensive and profound. It is known as the first ancient military book and is still listed as a required book by Harvard Business School.

Shopping malls, such as battlefields, are of great benefit to the competition of enterprises if they can apply the art of war to the marketing of enterprises.