醍醐灌顶：没市场部，企业必定没将来#高建华
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">公司</span>的发展离不开营销，它是<span style="color: black;">公司</span>的第二条增长曲线。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">原苹果<span style="color: black;">机构</span>中国市场总监、中国惠普助理总裁、中国首席知识官高建华。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你问<span style="color: black;">此刻</span>成功的<span style="color: black;">公司</span>，<span style="color: black;">她们</span>的营销是跟谁学的？十有八九会告诉你，<span style="color: black;">她们</span>的启蒙课程是高老师的光盘。这是<span style="color: black;">由于</span>当年市场上还<span style="color: black;">无</span><span style="color: black;">这般</span>的资料。当年，大<span style="color: black;">都数</span>60后和70后的老板都是<span style="color: black;">经过</span>这套光盘学习市场营销的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span><span style="color: black;">公司</span>在创业初期都<span style="color: black;">无</span>市场部，<span style="color: black;">亦</span><span style="color: black;">无</span>市场营销这<span style="color: black;">一起</span>。<span style="color: black;">她们</span>的<span style="color: black;">营销</span>人员很少接触到苹果、丰田或星巴克的市场人员。这些市场人员都是在幕后默默工作的。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3546bf85838c4431a33b54714dd5b470~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722411938&x-signature=wT1iXjOQjMFo60doqPCoBsB8ib0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">咱们</span>只看到了别人在舞台上的<span style="color: black;">扮演</span>，却<span style="color: black;">无</span>看到<span style="color: black;">她们</span>在幕后的<span style="color: black;">基本</span>工作。<span style="color: black;">咱们</span>只看到了<span style="color: black;">她们</span><span style="color: black;">怎样</span>做<span style="color: black;">宣传</span>、<span style="color: black;">怎样</span>做<span style="color: black;">途径</span>、<span style="color: black;">怎样</span>做<span style="color: black;">营销</span>，却不<span style="color: black;">晓得</span><span style="color: black;">她们</span>在地面上是<span style="color: black;">怎样</span>学习的。<span style="color: black;">针对</span><span style="color: black;">哪些</span>在地面上工作的人<span style="color: black;">来讲</span>，<span style="color: black;">她们</span>可能不<span style="color: black;">晓得</span>该向谁学习。这并不是<span style="color: black;">由于</span><span style="color: black;">她们</span>不聪明，而是<span style="color: black;">由于</span><span style="color: black;">她们</span>从来<span style="color: black;">无</span>接触过这些知识。<span style="color: black;">仅有</span>当<span style="color: black;">她们</span>看到别人成功时，<span style="color: black;">她们</span>才会感到<span style="color: black;">仰慕</span>。<span style="color: black;">她们</span>不<span style="color: black;">晓得</span>成功<span style="color: black;">暗地里</span>的<span style="color: black;">基本</span>工作。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0e7a6e8285e8423c82f9773fdef1484a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722411938&x-signature=SktEHuJC94qH8CKlzLIiz5LWODY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>中小<span style="color: black;">公司</span><span style="color: black;">来讲</span>，下一次腾飞将依靠市场营销。<span style="color: black;">由于</span>一个<span style="color: black;">公司</span>的发展有一个<span style="color: black;">第1</span>成长曲线、一个第二成长曲线和一个第三成长曲线。过去，<span style="color: black;">公司</span>的增长<span style="color: black;">重点</span>靠<span style="color: black;">营销</span>拉动。然而，<span style="color: black;">此刻</span><span style="color: black;">公司</span><span style="color: black;">必须</span>依靠市场营销来实现第二次增长。当营销理顺时，<span style="color: black;">公司</span>就会迎来第二次增长，可能会从小<span style="color: black;">公司</span>成长为中等规模的<span style="color: black;">公司</span>。当<span style="color: black;">公司</span>达到第三成长曲线时，<span style="color: black;">她们</span><span style="color: black;">常常</span>会<span style="color: black;">起始</span>多元化，利用品牌<span style="color: black;">优良</span>推出<span style="color: black;">区别</span>的<span style="color: black;">制品</span>。<span style="color: black;">因此呢</span>，中小<span style="color: black;">公司</span><span style="color: black;">想要</span>扩大规模，<span style="color: black;">必要</span><span style="color: black;">思虑</span><span style="color: black;">怎样</span>推动这三条增长曲线。<span style="color: black;">倘若</span><span style="color: black;">公司</span>的日子不如以前好了，<span style="color: black;">她们</span><span style="color: black;">必须</span>寻找新的出路。<span style="color: black;">倘若</span><span style="color: black;">她们</span>仍然在做同质化<span style="color: black;">制品</span>，<span style="color: black;">那样</span><span style="color: black;">她们</span>的利润会越来越低，<span style="color: black;">她们</span>的成长<span style="color: black;">亦</span>会遇到瓶颈。<span style="color: black;">倘若</span>想要<span style="color: black;">处理</span>这个问题，<span style="color: black;">独一</span>的办法<span style="color: black;">便是</span>好好学习营销<span style="color: black;">基本</span>知识，学习《营销那点事》。<span style="color: black;">这般</span>，<span style="color: black;">她们</span>就<span style="color: black;">能够</span>实现第二次腾飞。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/353bf73ee32e4d638cf71706664312b8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722411938&x-signature=85b8g%2FN5%2FHu4y%2BPeSJ3yYlFvBrA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>中小<span style="color: black;">公司</span>的老板并<span style="color: black;">不可</span><span style="color: black;">作为</span>市场营销方面的<span style="color: black;">能手</span>。<span style="color: black;">然则</span>，<span style="color: black;">她们</span><span style="color: black;">必须</span>培养出一个<span style="color: black;">这般</span>的人才，能够<span style="color: black;">作为</span><span style="color: black;">她们</span>的左膀右臂，<span style="color: black;">作为</span><span style="color: black;">她们</span>的高参。<span style="color: black;">这般</span>，<span style="color: black;">她们</span>的事业就会有更好的发展前景。<span style="color: black;">倘若</span><span style="color: black;">公司</span><span style="color: black;">无</span>市场营销，就等于<span style="color: black;">无</span>千里眼和奢华。<span style="color: black;">她们</span>看不远，<span style="color: black;">亦</span>不<span style="color: black;">晓得</span><span style="color: black;">将来</span>在哪里。<span style="color: black;">她们</span>只是在低头拉车，<span style="color: black;">这般</span><span style="color: black;">她们</span>能<span style="color: black;">步行到</span>哪里去呢？</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/367f5ffd4a9640b88fa9e518bf76ce95~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722411938&x-signature=xIOzrBb5BP42nRhh4b1Q9jmzzNI%3D" style="width: 50%; margin-bottom: 20px;"></div>
我深感你的理解与共鸣，愿对话长流。
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