玄学化的战略怎么样回到实用主义？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：郑光涛Grant，<span style="color: black;">源自</span>：郑光涛Grant（ID：Grant-Insight），授权发布。</span></p><span style="color: black;">战略在中国越来越像一门玄学。任何<span style="color: black;">商场</span>名词，一旦加上“战略”的后缀，就能身价倍增。这些战略概念<span style="color: black;">常常</span>边界宏大，难以捉摸，表现出一副无往而<span style="color: black;">有害</span>的模样。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>一旦扒下玄学的外衣，你就会惊叹故弄玄虚的战略概念原来如此：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中台战略：为避免“重新发明轮子”，共享各<span style="color: black;">分部</span>通用的工作模块。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生态战略：投资和发展能够产生相互促进<span style="color: black;">功效</span>的多种业务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">……</span></p><span style="color: black;">战略玄学化是企业向公众展示<span style="color: black;">大众</span>风范所惯用的公关手段。这种手段除了忽悠客户付钱外，还<span style="color: black;">能够</span>抬高企业的估值。</span><span style="color: black;"><span style="color: black;">然则</span>，这给创业者带来了认知误导——战略是宏大叙事，<span style="color: black;">仅有</span>华为、阿里巴巴等高科技企业才能谈战略，传统企业、小企业或个人不需要战略。</span><span style="color: black;">低水平的<span style="color: black;">繁杂</span>化，把简单的问题描述得<span style="color: black;">繁杂</span>，只要对方听不懂，你就赢了一半。<span style="color: black;">因此呢</span>，战略学<span style="color: black;">常常</span>变<span style="color: black;">成为了</span>语言学、修辞学，战略<span style="color: black;">亦</span>沦为卖弄知识、炫耀地位的谈资。</span><span style="color: black;"><span style="color: black;">把肚子饿了说成能量匮乏，并<span style="color: black;">不可</span>彰显你的战略能力，<span style="color: black;">由于</span>你<span style="color: black;">最后</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span>还是<span style="color: black;">思虑</span>吃什么？怎么吃？在哪吃？何时吃？</span><span style="color: black;">不要用辞藻的华丽掩饰内容的空洞，是理解战略的首要原则。</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文将从以下3个问题入手，揭开战略的<span style="color: black;">奥秘</span>面纱：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">战略概念的<span style="color: black;">平常</span>误区有<span style="color: black;">那些</span>？ </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">战略的本质是什么？ </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">战略的5项原则是什么？</span></p><span style="color: black;"><span style="color: black;">— </span><strong style="color: blue;"><span style="color: black;">1</span></strong><span style="color: black;"> —</span></span><span style="color: black;"><strong style="color: blue;">常用常错的战略概念</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（1）误区1：战略是宏大<span style="color: black;">目的</span></span></strong></span><span style="color: black;"><span style="color: black;">非常多</span>企业在制定战略的时候，<span style="color: black;">爱好</span><span style="color: black;">陈列</span>宏大的<span style="color: black;">目的</span>，并且包装成一句华丽的口号。</span><span style="color: black;"><span style="color: black;">例如</span>某知名企业发布“521”战略，声<span style="color: black;">叫作</span>利用5年时间，年度销量突破200万，<span style="color: black;">作为</span>细分市场的<span style="color: black;">第1</span>品牌。</span><span style="color: black;"><span style="color: black;">这般</span>的战略只是空泛地喊出<span style="color: black;">将来</span>的美好愿望。<span style="color: black;">倘若</span>你追问<span style="color: black;">怎样</span>实现，<span style="color: black;">她们</span>基本上只会进一步解释<span style="color: black;">目的</span>的含义和必胜的决心，唯独<span style="color: black;">无</span><span style="color: black;">详细</span>可行的<span style="color: black;">方法</span>。</span><span style="color: black;"><span style="color: black;">她们</span>盼望着<span style="color: black;">每日</span>把华丽的<span style="color: black;">目的</span>念百遍，就能及早实现。殊不知，<span style="color: black;">仅有</span>理解通往<span style="color: black;">目的</span>的路径以及方法、资源、能力和陷阱，<span style="color: black;">她们</span>才更有可能实现<span style="color: black;">目的</span>。</span><span style="color: black;"><strong style="color: blue;">（2）误区2：战略是<span style="color: black;">商场</span>模式</strong></span><span style="color: black;">2016年马云在云栖大会上提出“新零售”概念，随后各大线下消费品和零售企业纷纷开启新零售战略转型。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SsromPibWEnrkKuKuHGe0e0ibAwya3ibvdjSPEic7mHmgeGu44ZSyAPENneoeY6lFyJHLsdicRh3Do1QgBs530VicMpw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">倘若</span>你问这些企业新零售战略是什么，<span style="color: black;">她们</span>的回复大体一致：以消费者体验为中心，<span style="color: black;">经过</span>大数据和人工智能技术，更好地满足消费者的购物<span style="color: black;">需要</span>，从而实现企业价值。</span><span style="color: black;">这话乍听没错，<span style="color: black;">然则</span>仔细推敲，你会<span style="color: black;">发掘</span>这是纯粹的废话。零售企业不<span style="color: black;">便是</span><span style="color: black;">经过</span>满足消费者购物<span style="color: black;">需要</span>来实现获利吗？</span><span style="color: black;">换言之，<span style="color: black;">她们</span>口中的“新零售战略”，仅仅是简化的<span style="color: black;">商场</span>模式，相当于<span style="color: black;">描述</span>“<span style="color: black;">咱们</span>的战略<span style="color: black;">便是</span><span style="color: black;">作为</span>一家零售企业”，只<span style="color: black;">不外</span><span style="color: black;">增多</span>了新技术<span style="color: black;">罢了</span>。</span><span style="color: black;"><span style="color: black;">— </span><strong style="color: blue;"><span style="color: black;">2</span></strong><span style="color: black;"> —</span></span><span style="color: black;"><strong style="color: blue;">大道至简的战略定义</strong></span><span style="color: black;"><span style="color: black;">战略</span><span style="color: black;">（Strategy）</span><span style="color: black;">一词起源于军事<span style="color: black;">行业</span>，原意<span style="color: black;">指的是</span>挥军队作战的谋略，属于实用主义的知识，后来发展到经济学和<span style="color: black;">商场</span><span style="color: black;">行业</span>，<span style="color: black;">逐步</span>演变成今天随处可见的玄学。</span></span><span style="color: black;">抛开学术理论的窠臼，战略<span style="color: black;">便是</span>为实现<span style="color: black;">目的</span>而设计的路径。与战术<span style="color: black;">区别</span>的是，战略<span style="color: black;">思虑</span>的是<span style="color: black;">长时间</span>的、全局的路径，不计一时之成败、一地之得失。</span><span style="color: black;">历史上，项羽、吴三桂都是战术上的常胜将军，可是最后的命运无不<span style="color: black;">类似</span>，<span style="color: black;">作为</span>战略上<span style="color: black;">失败</span>的典型<span style="color: black;">名人</span>。</span><span style="color: black;">雷军说“不要用战术上的勤奋掩盖战略上的懒惰”，指的<span style="color: black;">便是</span>站在更广大的时空背景下思考当下的发展问题。</span><span style="color: black;"><span style="color: black;">战略<span style="color: black;">为何</span>讲究站在更广大的时空背景下呢？<span style="color: black;">由于</span></span><span style="color: black;">战略是一个系统，<span style="color: black;">包括</span>一组战术和战术之间的连接关系。系统中任何一个战术发力，都会推动其他战术运行起来，形成连锁效应、杠杆效应。</span></span><span style="color: black;"><span style="color: black;">倘若</span>看不懂系统中各个战术<span style="color: black;">怎样</span>连接<span style="color: black;">协同</span>，就可能在某个战术上的舒适区里自鸣得意地走向灭亡。</span><span style="color: black;">理解了概念并<span style="color: black;">不可</span><span style="color: black;">加强</span>成功概率，恰到好处地运用5项原则<span style="color: black;">才可</span>发挥战略的威力。</span><span style="color: black;"><span style="color: black;">— </span><strong style="color: blue;"><span style="color: black;">3</span></strong><span style="color: black;"> —</span></span><span style="color: black;"><strong style="color: blue;">人人受用的战略原则</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（1）原则1：<span style="color: black;">目的</span>聚焦</span></strong></span><span style="color: black;">大<span style="color: black;">都数</span>人<span style="color: black;">爱好</span>钻研<span style="color: black;">怎样</span>正确地<span style="color: black;">办事</span>，却<span style="color: black;">忽略</span>了做什么事才是正确的。<span style="color: black;">例如</span>营销人员热衷于<span style="color: black;">加强</span>品牌知名度，<span style="color: black;">然则</span><span style="color: black;">针对</span>新<span style="color: black;">制品</span>营销<span style="color: black;">来讲</span>，<span style="color: black;">创立</span>信任<span style="color: black;">基本</span>比<span style="color: black;">加强</span>知名度更重要。<span style="color: black;">目的</span>错了，后面的<span style="color: black;">奋斗</span>都是浪费。</span><span style="color: black;"><span style="color: black;">因此呢</span>，战略的<span style="color: black;">第1</span>件事不是设计路径，谋划战术，而是确定关键<span style="color: black;">目的</span>。</span><span style="color: black;"><span style="color: black;"><span style="color: black;">目的</span>的实现<span style="color: black;">常常</span>存在资源投入的阈值。在资源投入达到阈值之前，你几乎不会<span style="color: black;">得到</span><span style="color: black;">显著</span>的<span style="color: black;">报答</span>。</span><span style="color: black;">况且，你永远<span style="color: black;">没法</span>消除资源的稀缺性，把重要资源集中投入到关键<span style="color: black;">目的</span>上才会<span style="color: black;">加强</span>成功概率。</span></span><span style="color: black;"><span style="color: black;">宣传</span>行业就存在阈值效应。<span style="color: black;">倘若</span>品牌<span style="color: black;">宣传</span>投放不足，消费者认知就<span style="color: black;">不足</span>充分，<span style="color: black;">宣传</span>效果就像互联网流量<span style="color: black;">同样</span>转瞬即逝。<span style="color: black;">想要</span>让消费者对品牌形成鲜明的认知，<span style="color: black;">宣传</span>投放量就必须超过最低限度。这就<span style="color: black;">寓意</span>着<span style="color: black;">宣传</span>传播不是漫天撒网，而是重点捕捞——在关键市场密集投放，集中引爆，<span style="color: black;">逐步</span>扩散。</span><span style="color: black;"><span style="color: black;">战略不等于<span style="color: black;">目的</span><span style="color: black;">名单</span>，等着一个一个去实现，而是聚焦首要<span style="color: black;">目的</span>，放弃无关紧要的<span style="color: black;">目的</span>。</span><span style="color: black;">好的战略<span style="color: black;">目的</span>一旦实现，就能带来一连串的收益和<span style="color: black;">优良</span>。</span></span><span style="color: black;">只<span style="color: black;">不外</span>，放弃其他<span style="color: black;">目的</span>，必然会遭到其他利益<span style="color: black;">关联</span>者的反对。面对这种<span style="color: black;">状况</span>，企业需要强大的决心，<span style="color: black;">或</span>说战略定力。</span><span style="color: black;">1996年，华为<span style="color: black;">做为</span>通讯设备代理商，赚到了8000万的代理费。企业内外都<span style="color: black;">意见</span>任正非在深圳买地发展房地产。<span style="color: black;">然则</span>任正非认为<span style="color: black;">仅有</span>卖自己的<span style="color: black;">制品</span>才有出路，于是把资金投入到技术<span style="color: black;">开发</span>上，全力经营自己的<span style="color: black;">制品</span>。</span><span style="color: black;">2001年，华为准备扩展海外市场。当时欧洲市场<span style="color: black;">运用</span>的网络制式是爱立信、诺基亚联手推出的。与此<span style="color: black;">同期</span>，联通正打算邀请华为一同<span style="color: black;">创立</span>CDMA网络系统。左手是前途不明的欧洲市场，右手是唾手可得的合同利益，任正非毅然坚持海外市场<span style="color: black;">目的</span>，<span style="color: black;">研发</span>欧洲通用的网络制式。</span><span style="color: black;">正是一次次聚焦关键<span style="color: black;">目的</span>，舍弃短期利益，华为才<span style="color: black;">持有</span>今天的实力<span style="color: black;">基本</span>。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SsromPibWEnrkKuKuHGe0e0ibAwya3ibvdj439jc2DlU2d21OiaLru7quTBfPIbXfWibzZafoo00hkEUIOJ6hTIs6Gw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">深圳机场曾经刊登过一则华为的<span style="color: black;">宣传</span>：非洲瓦格尼亚人把巨大的木篮，放在每秒流量2.8万立方米的刚果河中捕鱼。瓦格尼亚人必须专注<span style="color: black;">目的</span>，<span style="color: black;">才可</span>避免被湍流卷走。</span><span style="color: black;">尽管这些故事存在公关色彩，<span style="color: black;">然则</span>“不在非战略机会点上消耗战略竞争力量”正是<span style="color: black;">目的</span>聚焦的最好诠释。</span><span style="color: black;"><span style="color: black;">当然，</span><span style="color: black;">战略<span style="color: black;">目的</span>的聚焦和多元不是非黑即白的对立关系，而是在无限聚焦和无限多元之间找到适宜的平衡点。</span></span><span style="color: black;">公牛是插座品类领导品牌。当公牛打算做开关的时候，品牌定位专家认为公牛在消费者心智中是插座，想做开关就要<span style="color: black;">创立</span>新品牌。<span style="color: black;">然则</span><span style="color: black;">倘若</span>公牛定<span style="color: black;">位置于</span>“公牛全屋电工”，仍然<span style="color: black;">能够</span>保持<span style="color: black;">目的</span>聚焦而不失多元化发展的机会。</span><span style="color: black;">僵化的聚焦是迂腐，因地制宜的聚焦才是战略原则。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（2）原则2：战术协同</span></strong></span><span style="color: black;"><span style="color: black;">1976年德国斯图加特大学教授、著名<span style="color: black;">理学</span>学家哈肯</span><span style="color: black;">（Hermann Haken）</span><span style="color: black;">创立了协同论</span><span style="color: black;">（Synergetics）</span><span style="color: black;">。协同一词从此流行起来。</span></span><span style="color: black;"><span style="color: black;">协同不等于协作，协作的重点是分工合力，团队像拼图<span style="color: black;">同样</span><span style="color: black;">一起</span>完成一项任务，而</span><span style="color: black;">协同的重点是成本收益率——<span style="color: black;">各样</span>战术相互协调，创造出额外的价值，即收益上1＋1＞2，成本上1+1＜2。</span></span><span style="color: black;">之<span style="color: black;">因此</span>战术协同会创造出额外的价值，不是<span style="color: black;">由于</span>1和1本身多么强大，而是<span style="color: black;">由于</span>1和1之间的连接关系。</span><span style="color: black;">谷歌、阿里巴巴等明星企业惯于宣传<span style="color: black;">怎样</span>招募精英，<span style="color: black;">然则</span>回到创业初期，这些新兴企业<span style="color: black;">基本</span>得不到精英阶层的<span style="color: black;">喜爱</span>。之<span style="color: black;">因此</span>这些企业能够取得从0到1的成功，恰恰是<span style="color: black;">由于</span>注重普通员工之间的连接关系，形<span style="color: black;">成为了</span>强大的组织能力。</span><span style="color: black;">从<span style="color: black;">商场</span>价值的<span style="color: black;">方向</span>看，战术协同的威力更加<span style="color: black;">显著</span>。</span><span style="color: black;">开市客是世界著名的会员制超市，<span style="color: black;">供给</span>的商品<span style="color: black;">常常</span>是该地区的最低价格，<span style="color: black;">然则</span><span style="color: black;">仅有</span>购买会员服务的顾客<span style="color: black;">才可</span>进店消费。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SsromPibWEnrkKuKuHGe0e0ibAwya3ibvdjNbh7vssrhHpVwczibk6kaGpBCPtz1MicOozPOh8kXFQ9slkEFuV8VWbw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">2016年财报<span style="color: black;">表示</span>，开市客会员费收入26.5亿美元，各项业务的净利润总额为23.5亿美元。换言之，开市客的商品消费业务是亏损的，每年的利润<span style="color: black;">重点</span>来自会员服务业务。</span><span style="color: black;"><span style="color: black;">为何</span>开市客<span style="color: black;">不吝</span>使商品消费业务亏损<span style="color: black;">亦</span>要采用低价策略呢？其实，开市客的低价特点吸引了<span style="color: black;">更加多</span>的顾客购买会员服务。商品消费业务虽然亏损了1亿美元，<span style="color: black;">然则</span><span style="color: black;">能够</span><span style="color: black;">促进</span>会员服务额外创造超出1亿美元的收入。</span><span style="color: black;"><span style="color: black;">一样</span>是会员制零售，亚马逊和开市客的协同效应正好相反：开市客是商品消费亏钱，会员服务<span style="color: black;">挣钱</span>；亚马逊是会员服务亏钱，商品消费<span style="color: black;">挣钱</span>。</span><span style="color: black;">亚马逊从2005年推出Prime会员，其中最具吸引力的是免费2日送达服务——用户每年支付79美元，就<span style="color: black;">能够</span><span style="color: black;">得到</span>不限金额、无限次的包邮。</span><span style="color: black;">亚马逊的会员费如此微薄，<span style="color: black;">没法</span>覆盖物流成本，导致连续10年的亏损，直到2015年才盈利。</span><span style="color: black;"><span style="color: black;">然则</span>购买Prime会员服务的用户在亚马逊的平均消费额翻了一倍，短短几年，亚马逊就把eBay远远甩在身后。</span><span style="color: black;">“失之东隅，收之桑榆”<span style="color: black;">便是</span>会员制零售协同效应的最佳写照。</span><span style="color: black;"><span style="color: black;">有些<span style="color: black;">媒介</span><span style="color: black;">爱好</span>把这种牺牲利益、服务客户的<span style="color: black;">行径</span>吹捧为以客户为中心的经营哲学、企业家精神。然而，</span><span style="color: black;">道德<span style="color: black;">评估</span>只是<span style="color: black;">商场</span>的表象，经济利益的协同效应才是<span style="color: black;">商场</span>的本质。</span></span><span style="color: black;">战术协同的重点不在于战术多么高超，而在于战术之间的连接关系。<span style="color: black;">然则</span>，战术是容易模仿的，连接关系却难以洞察，这就给模仿者留下了陷阱。</span><span style="color: black;">元气森林一向采用日系风格进行包装设计，“元気”一词<span style="color: black;">亦</span><span style="color: black;">作为</span>惹人注目的元素。其实，元气森林初期的<span style="color: black;">目的</span>消费者<span style="color: black;">重点</span><span style="color: black;">便是</span>崇尚日本文化的“二次元”<span style="color: black;">青年</span>人。</span><span style="color: black;">随着元气森林的走红，众多品牌<span style="color: black;">起始</span>模仿元气森林，<span style="color: black;">例如</span>东鹏特饮推出了新款饮料东鹏加気。<span style="color: black;">然则</span>，这些模仿者的品牌定位可能跟日本文化<span style="color: black;">基本</span><span style="color: black;">无</span>关系，<span style="color: black;">乃至</span><span style="color: black;">她们</span>的用户可能连“気”字都不认识。</span><span style="color: black;">刻意模仿的战术不仅<span style="color: black;">不可</span>协同其他战术，<span style="color: black;">乃至</span>会偏离战略<span style="color: black;">目的</span>的航线。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（3）原则3：系统连贯</span></strong></span><span style="color: black;">战略是一系列连贯的战术组合，你既<span style="color: black;">不可</span>指望单个战术会带来成功，<span style="color: black;">亦</span><span style="color: black;">不可</span>把若干战术毫无<span style="color: black;">道理</span>地组合。</span><span style="color: black;">老鼠配上鹰的翅膀照样打<span style="color: black;">不外</span>猫，<span style="color: black;">由于</span>老鼠<span style="color: black;">无</span>鹰的尾巴保持平衡，更<span style="color: black;">无</span>匹配的肌肉<span style="color: black;">掌控</span>运动。</span><span style="color: black;">将世界上最先进的计算机零件放到<span style="color: black;">一块</span>，并<span style="color: black;">不可</span>组装成最先进的计算机。<span style="color: black;">由于</span><span style="color: black;">每一个</span>硬件和软件都存在适用<span style="color: black;">要求</span>和兼容性。</span><span style="color: black;">战略系统的连贯性决定了企业护城河<span style="color: black;">是不是</span>固若金汤。</span><span style="color: black;">宜家以高品质兼具高性价比的家具著<span style="color: black;">叫作</span>，尽管宜家的成功秘诀人尽皆知，<span style="color: black;">然则</span>竞争者仍然望而却步。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SsromPibWEnrkKuKuHGe0e0ibAwya3ibvdj2EjldFwGK0Nvv2vrCyaJYuYQ03rpPjENcJVDianOTjaJUG8FFoBIq4Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">宜家不<span style="color: black;">供给</span>成品家具和拼装服务，只售卖需要顾客<span style="color: black;">自动</span>拼装的家具零件。这些零件</span><span style="color: black;">便于堆放，节省制造、运输成本和库存空间。</span></span><span style="color: black;">宜家自建商场，<span style="color: black;">一般</span>开设在郊区，节省店铺成本，还<span style="color: black;">能够</span>保持<span style="color: black;">海量</span>库存，<span style="color: black;">供给</span><span style="color: black;">更加多</span><span style="color: black;">制品</span><span style="color: black;">选取</span>。</span><span style="color: black;">宜家<span style="color: black;">无</span>销售人员，<span style="color: black;">重点</span>依靠<span style="color: black;">制品</span>目录进行说明和<span style="color: black;">举荐</span>。<span style="color: black;">因此</span>宜家非常<span style="color: black;">注重</span><span style="color: black;">制品</span>的展示效果和一看就懂的简明设计。</span><span style="color: black;">诸如此类，宜家<span style="color: black;">能够</span>把各方面节省的成本投入到<span style="color: black;">制品</span>质量和设计上，形<span style="color: black;">成为了</span>鲜明的<span style="color: black;">优良</span>。</span><span style="color: black;">相反，传统家具品牌<span style="color: black;">一般</span><span style="color: black;">无</span>专卖店，<span style="color: black;">亦</span>不会留有<span style="color: black;">非常多</span>库存，<span style="color: black;">况且</span><span style="color: black;">重点</span>依靠<span style="color: black;">营销</span>人员的推介。</span><span style="color: black;">宜家在<span style="color: black;">非常多</span>方面<span style="color: black;">区别</span>于行业常规，<span style="color: black;">况且</span>各个战术之间环环相扣，形<span style="color: black;">成为了</span>一气呵成的战略系统。竞争者效仿任何一个战术都<span style="color: black;">没法</span>复制宜家的成功，反而会<span style="color: black;">导致</span><span style="color: black;">无</span>价值的竞争成本。</span><span style="color: black;"><span style="color: black;">战略系统形成的威力，是高超的战术简单累加所达不到的。<span style="color: black;">况且</span></span><span style="color: black;">战术上的强大，<span style="color: black;">没法</span>弥补战略系统不连贯的缺陷。</span></span><span style="color: black;">众所周知，在解放战争中，解放军凭借小米加步枪打败了<span style="color: black;">持有</span>美式装备的<span style="color: black;">百姓</span>党军队，可谓以弱胜强。</span><span style="color: black;">可是事实并不是这么简单。</span><span style="color: black;">陈毅元帅在1947年写作的《华东一年来自卫战争的初步总结》中<span style="color: black;">说到</span>“美械使火力<span style="color: black;">加强</span>，但火器<span style="color: black;">繁杂</span>，干部<span style="color: black;">没法</span><span style="color: black;">把握</span>，<span style="color: black;">不可</span>灵活机动，消耗弹药甚多，缺少运输工具，供给不上，野战能力很弱。美械化害多利少，最多<span style="color: black;">不外</span>利害相等”。</span><span style="color: black;">简言之，虽然美式装备火力强大，<span style="color: black;">然则</span><span style="color: black;">百姓</span>党军队并<span style="color: black;">无</span><span style="color: black;">熟悉</span><span style="color: black;">把握</span>，<span style="color: black;">况且</span>缺乏完善的后勤补给，实战中<span style="color: black;">基本</span>发挥不出多少威力。系统不连贯，<span style="color: black;">作为</span><span style="color: black;">百姓</span>党军队在解放战争中重大的战略失误。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（4）原则4：打击关键</span></strong></span><span style="color: black;"><span style="color: black;">好战略<span style="color: black;">一般</span>有一个简明的系统，不需要以<span style="color: black;">繁杂</span>的形式和高深的词汇去渲染。</span><span style="color: black;">杰出的战略能力应该从<span style="color: black;">繁杂</span>的形势中剥丝抽茧，直指关键问题，产生事半功倍的效果。用毛主席的话<span style="color: black;">来讲</span>，<span style="color: black;">便是</span>抓住<span style="color: black;">重点</span>矛盾。 </span></span><span style="color: black;">但是，现实中大<span style="color: black;">都数</span>人处在大海逃生的境地，一旦率先抓到<span style="color: black;">一起</span>木头，就再<span style="color: black;">亦</span>舍不得放手，不管这块木头有<span style="color: black;">无</span>用。</span><span style="color: black;"><span style="color: black;">其实，</span><span style="color: black;">战略的关键锚点就像拱顶石，一旦拱顶石被掀起，<span style="color: black;">全部</span>拱桥就会自动轰然倒塌。</span></span><span style="color: black;">燕王朱棣起兵的时候，<span style="color: black;">重点</span>攻打河北和山东，虽然胜多败少，<span style="color: black;">然则</span>损失惨重，始终夺不到天下。毕竟，朱棣是以一己之力对抗皇上全国的资源，时间越推迟，处境越危险。</span><span style="color: black;">后来，朱棣得到间谍密报，<span style="color: black;">认识</span>到南京城防空虚，于是果断率军直奔南京。坐镇南京的谷王朱橞和大将军李景隆抵御乏力，<span style="color: black;">最后</span>打开城门缴械投降。朱棣一举统领了战争格局。</span><span style="color: black;">打击关键在市场竞争中<span style="color: black;">一样</span>至关重要。</span><span style="color: black;"><span style="color: black;">彼得·蒂尔在《从0到1》中认为新<span style="color: black;">制品</span>的改进效果要比竞争<span style="color: black;">制品</span>好10倍以上才有成功机会。其实，</span><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">没法</span>把自己的<span style="color: black;">制品</span><span style="color: black;">加强</span>10倍效果，还<span style="color: black;">能够</span>找到<span style="color: black;">拥有</span>10倍效果体验的关键用户。</span></span><span style="color: black;">沃尔沃汽车以安全性能著<span style="color: black;">叫作</span>，<span style="color: black;">然则</span>随着汽车技术的进步，各大品牌汽车的安全性能都有了质的飞跃。消费者对汽车安全性能的<span style="color: black;">注重</span>程度有所减弱。沃尔沃更安全的品牌定位遭到严重的冲击。</span><span style="color: black;">经过市场分析，沃尔沃仍然<span style="color: black;">持有</span>重要的市场机会——聚焦于企业高管、政务人士和婴幼儿家庭市场。企业高管、政务人士承担了<span style="color: black;">更加多</span>的社会责任，而婴幼儿身体比较脆弱，父母更加<span style="color: black;">敏锐</span>。这些用户对安全的<span style="color: black;">注重</span>程度远远超出其他人群，构<span style="color: black;">成为了</span>沃尔沃最具价值的关键市场。</span><span style="color: black;"><span style="color: black;">当然，</span><span style="color: black;">战略的关键锚点还可能是<span style="color: black;">自己</span>的限制性成功<span style="color: black;">原因</span>。</span><span style="color: black;"><span style="color: black;">例如</span>在嘈杂的公路旁建造豪宅，无论打造多少雕栏玉砌，噪声都会限制房子的价值。<span style="color: black;">因此</span>战略不仅<span style="color: black;">能够</span><span style="color: black;">指点</span>竞争，还<span style="color: black;">能够</span>完善自己。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（5）原则5：扬长避短</span></strong></span><span style="color: black;"><span style="color: black;">非常多</span>人认为扬长避短<span style="color: black;">便是</span>发挥长处，规避短处。殊不知，<span style="color: black;">倘若</span><span style="color: black;">处在</span>错误的战场，扬长避短不仅不会助你成功，还会让你死得更快。</span><span style="color: black;">在现代化战场上，降龙十八掌打<span style="color: black;">不外</span>左轮手枪；在乡镇市场上，<span style="color: black;">宣传</span>传播打<span style="color: black;">不外</span>社会关系。</span><span style="color: black;">扬长避短<span style="color: black;">便是</span>找到一个有利的战场，在这个战场内，自己的<span style="color: black;">优良</span>变得更重要，劣势变得不<span style="color: black;">那样</span>重要，而竞争对手的劣势变得更重要，<span style="color: black;">优良</span>变得不<span style="color: black;">那样</span>重要。</span><span style="color: black;">影片《鸣梁海战》中朝鲜舰队仅以12艘战舰打败日本的数百艘战舰，最重要的<span style="color: black;">原由</span><span style="color: black;">便是</span>找到了扬长避短的有利战场。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/SsromPibWEnrkKuKuHGe0e0ibAwya3ibvdjDPd1tLBu6jn2GzaFehEPM9JJK6LlmJQO0HI6xPbicnkLicdxcdwWiaf1A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">朝鲜舰队的12艘战舰性能卓越，水兵经验丰富，单艘战舰的战斗力更强。</span><span style="color: black;">而鸣梁海峡<span style="color: black;">非常</span>狭窄，日本数百艘战舰只能一艘艘地单列通行，与朝鲜舰队形<span style="color: black;">成为了</span>1对1的竞争格局，<span style="color: black;">没法</span>发挥数量<span style="color: black;">优良</span>。加上鸣梁海峡水流湍急，日本战舰的性能劣势暴露无遗。<span style="color: black;">最后</span>，朝鲜舰队以少胜多。</span><span style="color: black;">扬长避短在<span style="color: black;">商场</span><span style="color: black;">行业</span>的应用更加耐人寻味。</span><span style="color: black;">2008年三聚氰胺事件爆发，中国消费者对国产奶粉品牌失去<span style="color: black;">自信心</span>，纷纷转向外资品牌。</span><span style="color: black;">中国老牌奶粉企业飞鹤<span style="color: black;">亦</span>受到重创。为了应对这一<span style="color: black;">危险</span>，飞鹤在奶源上投入<span style="color: black;">海量</span>资源，着力打造黑龙江<span style="color: black;">优秀</span>奶源，并且拟定了宣传口号“北纬47度黄金奶源带，三大黑土地之一，苜蓿草含有3.4克的奶蛋白，昼夜温差大，草原<span style="color: black;">不消</span>打农药，无虫灾影响”。</span><span style="color: black;"><span style="color: black;">虽然飞鹤的奶源在科技测试上得到了证实，<span style="color: black;">况且</span>雀巢等外资品牌的部分奶源<span style="color: black;">亦</span>来自黑龙江，<span style="color: black;">然则</span>消费者只会相信<span style="color: black;">优秀</span>奶源在荷兰、新西兰和爱尔兰，不会在中国黑龙江。</span><span style="color: black;">认知大于事实，是品牌定位迈<span style="color: black;">不外</span>去的门槛。</span><span style="color: black;">飞鹤在奶源的认知战场上战胜外资品牌是不可能的。</span></span><span style="color: black;">俗话说“一方水土养一方人”，<span style="color: black;">区别</span>人种的体质是不<span style="color: black;">同样</span>的，最<span style="color: black;">优秀</span>的奶源不<span style="color: black;">必定</span><span style="color: black;">能够</span>产出最适合的奶粉。</span><span style="color: black;">于是，飞鹤在2015年打出了“更适合中国宝宝体质”的品牌口号，暗示外资品牌的奶粉不<span style="color: black;">必定</span>适合中国宝宝的体质。飞鹤把消费者认知从奶源的战场直接切换到人种体质的战场。<span style="color: black;">截止</span>2019年，飞鹤超越惠氏，<span style="color: black;">作为</span>中国婴幼儿奶粉行业<span style="color: black;">第1</span>品牌。</span><span style="color: black;"><span style="color: black;">— </span><strong style="color: blue;"><span style="color: black;">4</span></strong><span style="color: black;"> —</span></span><span style="color: black;"><strong style="color: blue;">战略要回归实用主义</strong></span><span style="color: black;">战略概念看似纷繁<span style="color: black;">繁杂</span>，实则大道至简。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">战略是为实现<span style="color: black;">目的</span>而设计的路径。为了摆脱低层次的战术<span style="color: black;">奋斗</span>，你需要养成<span style="color: black;">长时间</span>、全局的思考习惯，<span style="color: black;">根据</span><span style="color: black;">目的</span>聚焦、战术协同、系统连贯、打击关键和扬长避短的原则来<span style="color: black;">指点</span>实践。</p>
</span><span style="color: black;"><span style="color: black;">然而，<span style="color: black;">咱们</span>的认知是有限的，世界的变化却是无限的，<span style="color: black;">世界上<span style="color: black;">无</span>完美无瑕的战略</span>。况且，与战略相比，执行对<span style="color: black;">咱们</span>的心性提出了更大的挑战。</span><span style="color: black;">60分战略、90 分执行<span style="color: black;">常常</span>比90分战略、60分执行<span style="color: black;">更易</span>成功。</span></span><span style="color: black;">南宋大诗人陆游留下千古绝句“纸上得来终觉浅，绝知<span style="color: black;">这事</span>要躬行”。战略是一门实用主义的知识，放弃故弄玄虚的伎俩，踏踏实实从细节落脚，<span style="color: black;">才可</span>受用终生。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><strong style="color: blue;"><span style="color: black;">重要提醒：</span></strong><span style="color: black;">因<a style="color: black;"><span style="color: black;">微X</span>改了推送规则，<span style="color: black;">再也不</span>按<span style="color: black;">发帖</span>时间线<span style="color: black;">表示</span></a>推文，如不想<span style="color: black;">错失</span>精彩内容，请将 DoMarketing-营销智库 设为</span><span style="color: black;">『星标』</span><span style="color: black;">，读完<span style="color: black;">文案</span>点下</span><span style="color: black;">『在看』</span><span style="color: black;">，对<span style="color: black;">爱好</span>的<span style="color: black;">文案</span><span style="color: black;">亦</span>请多</span><span style="color: black;">『<span style="color: black;">保藏</span>』、『分享』</span><span style="color: black;">和</span><span style="color: black;"><span style="color: black;">『留言』</span>，从而让算法记住你的<span style="color: black;">爱好</span>，让<span style="color: black;">咱们</span>能够多多相逢，谢谢。</span>
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你的话语如春风拂面，让我感到无比温暖。 谢谢、感谢、感恩、辛苦了、有你真好等。 “沙发”（SF，第一个回帖的人） 期待更新、坐等、迫不及待等。 外贸论坛是我们的，责任是我们的，荣誉是我们的，成就是我们的，辉煌是我们的。 期待楼主的下一次分享！” 感谢楼主的分享！我学到了很多。
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