El Rays, Dzhek Traut "Marketing tsovrog": cov ntsiab lus, xyuas

Nws yog ntseeg hais tias koj yuav tsis ua rau koj tus kheej ua lag ua luam tsis muaj tus zoo txug. Nyob rau hauv cov ntaub ntawv no, feem ntau nws yog lub luag hauj lwm tsis yog tsuas yog lub proverbial npau suav kom kuv nplua nuj, los yog mus rau siv lawv tus kheej, tab sis kuj cov kev piv txwv ntawm kev vam meej cov neeg. Nws yog ib cov pej xeem thiab cov qhia txog cov phau ntawv "Marketing tsovrog", uas rau ntau tshaj 20 xyoo tsis poob nws muaj koob meej ntawm lub lag luam cov neeg sawv cev. Yuav ua li cas yog tshwj xeeb txog qhov no ib tsab? Yuav ua li cas nws hais li cas? Thiab yog dab tsi lawv xav txog nws txawj nyeem ntawv?

General ntaub ntawv hais txog rau hauv phau ntawv

Phau Ntawv nrog zoo nkauj hais lus lub npe twb xub sau nyob rau hauv 1986, luam tawm nyob rau hauv lub authorship ntawm ELA Raysa thiab Jack Trout (koj yuav saib tau nyob rau hauv cov kev yees duab hauv qab no). Nws yog noteworthy uas ob sau ntawv twb tiag tiag marketers uas tau tswj kom kawm tau ntawv zoo nyob rau hauv lawv ua lag ua luam.

Lub hauv paus rau nws yav tom ntej bestselling sau phau ntawv muaj ib tug kev tshawb xav, uas ib zaug qhia nyob rau hauv nws lub scientific writings "Nyob rau ua tsov ua rog" Prussian tub ceev xwm thiab tub rog txawj sau ntawv Carl von Clausewitz. Raws li no ziag no, nyob rau hauv nws cov hauj lwm "Marketing tsovrog" sau ntawv kos ib tug analogy ntawm qhov tiag tiag thiab xav txog tej yam sib ntaus sib tua nyiaj txiag kev sib tw ntawm cov loj corporations. Nyob rau hauv lawv pom, kev sib raug zoo yog cuab kev, thiab tus neeg sau ntawm txoj kev tshawb xav lawv hu tus loj tshaj ntawm marketing zoo nyob rau hauv keeb kwm.

Yuav ua li cas yog lub hom phiaj tseem ceeb ntawm phau ntawv no?

Lub hom phiaj ntawm kev sau ntawv "Marketing tsovrog", xws li ib tug hais txog ntawm yog vim li cas, tus sau phau ntawv piav qhia txog nyob rau hauv kom meej nyob rau hauv cov kev taw qhia. Nyob rau hauv nws lawv tham txog kev npaj txhij rau ntawm loj tuam txhab mus tua rau cov coj noj coj, tsis disdaining txawm lub dirtiest txoj kev ntawm tawm tsam.

Raws li lawv, cov phau ntawv "Marketing tsovrog" yog ib yam ntawm cov cuab tam loj thiab me me ua lag luam uas xav tsim lawv tus kheej ua lag ua luam thiab yog tsis ntshai ntawm kev sib tw thiab cia li "xav kom ciaj sia."

Cov ntawv qhia qhob piv txwv ntawm ua lag ua luam nrog tag nrho rau hauv lub ensuing txim.

E. Rice thiab J. Trout "Marketing tsovrog": txoj kev

Lub sensational ntawv peb yuav sib tham txog niaj hnub li. Ntxiv mus, cov txawj nyeem ntawv raug caw mus saib cov nriaj ntawm corporations ntawm ib tug txawv kiag li lub.

Cov phau ntawv hais txog lub essence ntawm marketing, uas, raws li tus sau phau ntawv, tsis yog tas rau kev pab cov neeg, thiab siv ib tug ntau yam ntawm tricks thiab tweaks uas yuav pab peb tau nyob ib ncig thiab ntes cov neeg sib tw ntawm lub tuam txhab. Thiab nyob rau hauv cov ntaub ntawv no, marketing yog touted li tswj ib co sib ntaus sib tua ntawm cov neeg sawv cev ntawm cov lag luam loj rau lub teb chaws, lub luag hauj lwm uas yog tag nrho neeg tuaj saib.

Yuav ua li cas ua li cov tswv yim yog npaj los ntawm tus sau phau ntawv?

Nyob rau hauv tas li ntawd mus rau lub tswv yim, E. Rice thiab J. Trout ( "Marketing tsovrog" - ib qho ntawm feem nto moo sau phau ntawv ntawm cov phau ntawv) qhia ntawm uas twb muaj lawm li cov tswv yim. Raws li lawv kev xav, lawv yog cov nram qab no:

• offensive;
• defensive;
• partisan;
• flank.

Tswv yim los ntawm cov saum toj no hais phau ntawv li offensive lub tswv yim yog nyob rau hauv kev tshawb fawb ntawm feemxyuam generals rau ob los yog ib tug ob peb loj competing tuam txhab uas muag. Nyob rau hauv cov ntaub ntawv no, lub ntsiab kev pab raws qib ntawm pab neeg no pom yog cov kev tshawb fawb thiab tus keej siv ntawm cov uas qaug zog sab ntawm tus yeeb ncuab.

Kws muaj txuj ci tactics ntawm qhov kev ua si yuav ib tug loj li cov thawj coj. Nws yog noteworthy tias cov tswv yim yog raws li nyob rau hauv tus nres tsis xaiv tus nrog sib ntaus (competitor), thiab kuv tus kheej. Tsis tas li ntawd, raws li tej tactics, muaj zog li yuav pom nyob rau hauv vim lub sij hawm thiab kom tsis txhob nres ib tug competitor thiab ua txhua yam uas nws ua tsis tau tejyam miserably.

Guerrilla tactics thiab flanking

Hais txog guerrilla tactics Dzhek Traut thiab nws co-sau sau nram qab no: yuav luag tag nrho cov players nyob rau hauv lub lag luam kev tsov kev rog yog yuam ua hauj lwm rau kev covert ua hauj lwm. Lub fact tias muaj ntau cov tuam txhab uas rau cov thawj coj nyob rau hauv loj nyiaj txiag haiv neeg deb heev, muaj peev xwm tsuas yog kev cia siab rau kev vam meej, yog hais tias tsis pib sib ntaus sib tua openly. Raws li tus sau phau ntawv, lawv yuav kawm tau ntawv zoo heev, ua ib tug guerrilla tsov rog.

Flanking tactics, thaum nws puv, nws nyob ntawm txoj kev vam meej ntawm lub point. Ntxiv mus, nws yuav tsum tsis txhob tsuas qhia hais tias, tab sis kuj yuav ua rau lawv tus kheej kev kho me ntsis. Nyob rau hauv lwm yam lus, yog hais tias tus tsom xam ntawm lub lag luam ya ntawm ib qhov chaw uas khoob, lawv yuav tsum tau li ntawm nws cov competitor. Thiab ntawm cov hoob kawm, ntawm no, raws li nyob rau hauv ib tug tiag tiag kev tsov kev rog, nws tag nrho cov nyob rau hauv lub caij ntawm surprise.

Yuav ua li cas loj tuam txhab uas muag yog hais nyob rau hauv phau ntawv no?

Lub ntsiab players El Rays thiab Trout D. hais cov thawj coj ntawm carbonated dej qab zib, noj mov, npias ntau lawm thiab muag khoom, NWS-yees thiab ntau lwm tus neeg. Piv txwv li, nyob rau hauv lub chaw ua hauj lwm ntawm tus sau phau ntawv peb yuav sib tham txog ib tug tiag tiag kev tsov kev rog nyob nruab nrab ntawm xws giants li Coca-Cola thiab Pepsi. Cov kev sib tw ntawm cov ob tuam txhab uas muag yog zoo li ntawd tias entails lub secular txheem.

Nyob rau hauv nws phau ntawv on "Marketing tsovrog" cov hom thawj piv, thiab qhia txog txoj kev ntawm tawm tsam nrog txhua lwm yam. Yog li, raws li tus sau phau ntawv, saj txog tib yam rau ob leeg haus. Ntawm no yog cov cia li ib feem ntawm Coca-Cola lub tuam txhab yuav ib tug pub leejtwg, thiab cov Pepsi, on qhov tsis tooj, sau nyob rau txhua daim ntawv lo. Tab sis hais tias tsis yog tus taw tes.

Ob tuam txab xav mus tua nyob rau hauv lub advertising teb, siv rau hauv xov xwm, billboards, tej yam tshwm sim, thiab lwm yam cwj pwm. Thiab lawv tawm tsam raws li Dzhek Traut hais tias heev tiag. Ib tug muaj tsuas yog ib koom tes ntawm tsov rog rau zaj duab xis, tej ridiculing rival, lub thib ob tsim lub video nyob rau hauv teb.

Zoo, tom qab ob tug thawj coj yog thaum pib los mus sib tw, tsim ib tug tshiab lub raj mis, ua hauj lwm rau kev txhim kho cov mis, raws li zoo raws li los txog rau ib tug ntau yam ntawm promotions nrog prizes thiab leb.

Interestingly, lub offensive nriaj yog cia li Pepsi. Tso Tsheb Hlau Coca-Cola yog feem ntau tsis quav ntsej tej tawm tsam, xaiv ib tug tos. Tab sis, yog hais tias lub tuam txhab yog lub luag hauj lwm, nws ua li nws nyob rau hauv ib tug neeg pej xeem nrog scale.

Lub confrontation ntawm cov ceev ceev-zaub mov cov thawj coj

Lwm piv txwv ntawm cov tub rog txiav txim hais nyob rau hauv phau ntawv "Marketing tsovrog" yog ib tug perennial confrontation ntawm ceev ceev khoom noj khoom haus cov khw nojmov McDonald thiab Burger King.

Nyob rau hauv cov ntaub ntawv no, cov kev sib tw ntawm cov koom haum kuj coj qhov chaw nyob rau cov nuj nqis ntawm advertising. Piv txwv li, lub rooj plaub thaum lub tsev noj mov Burger King muab tso ib tug chij nyob ze ntawm lub nkag mus rau McDonald lub. Thiab nws yog ib tug loj burger nrog cov lus "Xav tias lub saj, tsis saj" tau raug sawv cev thiab kawm xub pointer nyob rau hauv cov kev taw qhia ntawm lub tsev noj mov Burger King. Yog li, lub tuam txhab muaj peev xwm mus ua kev lom zem ntawm lub competitor thiab nyiam cov xim ntawm cov neeg muas zaub.

Qhov chaw nyob rau hauv lub 80 xyoo ntawm cov thawj coj ntawm lub lag luam kev tsov kev rog mus txog rau nws climax. Thaum lub sij hawm no, Burger King tau ua ib tug tiag tiag punch nyob rau hauv lub plab rau nws nyob mus ib txhis rival, tshem heev provocative video. Nyob rau hauv nws, tus tub hluas actress Sarah Michelle Gellar noj ib burger thiab hais tias thaum Burger King khoom rau 20% ntau nqaij tshaj ntawm McDonald lub.

Nyob rau hauv cov lus teb rau xws li ib tug daring khiav tawm cov neeg sawv cev competitor sued tsis tau tsuas yog cov tuam txhab ntawm nws tus kheej, tab sis kuj yog ib tug actress, thiab ib tug advertising lub koom haum los tsim ib tsab ntawv rau ib tug yeeb yam.

Tsov rog ntawm Kua thiab Samsung

Muab qhov piv txwv ntawm marketing cov phau ntawv, tsis txhob hais txog tej yam loj players ntawm NWS-technologies, xws li Samsung thiab kua. Ob tuam txhab uas muag tau xaiv flanking tactics. Piv txwv li, tom qab qhov kev tso tawm ntawm cov kua iPhone 4 pib tau txais ib tug ntau ntawm kev thuam thiab teeb muaj feem xyuam rau kev sib txuas lus failures.

Tej hau kev kawm ntawm no tsis ua hauj lwm nyob mus ib txhis rival, lub Samsung tam sim ntawd tsim ib qho tag nrho cov kab ntawm Galaxy S. Nyob rau hauv cov ntaub ntawv no, lub novelty yog free xa nto moo tshaj plaws bloggers nyob rau hauv lus Askiv, uas, nyob rau hauv qhov tseeb, sau txog kua shortcomings.

Nyob rau tib lub sij hawm Samsung launched ib tug advertising them nyiaj yug rau Galaxy S, es tsis txhob siv cov tsiaj ntawv nyob rau hauv lo lus ll Nyob zoo sib txuas lus icons. Yog li, lub tuam txhab tau nce nws cov khoom thiab hais lus tso dag mockingly sib tw tuam txab.

Lub nriaj ntawm cov thawj coj ntawm lub tsheb

Cov phau ntawv "Marketing tsovrog" kuj piav txog lub tsheb giants, uas feem ntau sib tw nrog txhua lwm yam. Ib tug piv txwv yog suav tias yog standoff ntawm Audi, Porshe thiab Nissan.

Raws li cov riam phom manufacturers, zoo li yav dhau los cov neeg sib tw siv advertising. Piv txwv li, nws yog suav tias yog yuav tsum tau qhov zoo tshaj plaws li ploy ntawm Nissan uas yog ib lub tswv yim mus xaiv ib lwm kev sib piv nrog cov neeg sib tw. Yuav kom qhov no kawg, nws tau noj lub zos ntawm ces thiab Audi tsheb Porshe, nrog los ntawm lawv cov inscriptions: "Ntau kim, qeeb qeeb thiab tsis muaj zog npaum li cov Nissan 370Z» thiab «Kuv xav kom muaj raws li ceev ceev raws li ib tug Nissan 370Z».

Yuav ua li cas yog cov lus teb rau qhov no tshaj tawm stunt ntawm Audi thiab Porshe, nyob rau hauv qhov zoo tshaj plaws-muag phau ntawv "Marketing tsovrog" (xyuas thiab kev sib tham ntawm no ua hauj lwm thiab mus hnub no tsis ploj mus) tsis hais tias. Tab sis, feem ntau ntawm tag nrho cov, tuam txhab uas muag tsis sab laug yam tsis paub no txav.

Qhov no furor tau ua ib spectacular advertising lub tuam txhab BMW nyob rau hauv 2003. Raws li cov tswv yim txog kev lagluam, tau raug ua ib tug kaj yees duab kev sib kho, thaum lub sij hawm uas lub BMW X5 nyob rau hauv daim ntawv ntawm ib tug predatory jaguar caum Mercedes ML nyob rau hauv cov duab footed nees txaij.

Lub neej piv txwv ntawm domestic hom

Nrhiav nyob rau loj txawv teb chaws cov neeg sawv cev, nws npaj maj thiab domestic kev lag luam (kev kawm no yooj yim science hnub no yog heev nrov nrog cov me nyuam kawm los ntawm txawv teb chaws). Nyob rau tib lub sij hawm ua hauj lwm ntawm Lavxias teb sab tuam txhab uas muag thiab lawv cov neeg sawv cev tsis tau poob qab lawv txawv teb chaws counterparts. Piv txwv li, ntev tas los kuv ua tiav kev sib ntaus ntawm lub tuam txhab "Unilever Rus" thiab Nestle. Thiab nws yog tiag tiag ib tug ua noj duel. Yog li, tus thawj ntawm cov players muab ib tug coj mus muag nqaij qaib broth TM "Knorr", uas yog hais ob zaug uas koj xav tau mus ua noj tsis muaj cov khawv koob. Thiab nyob rau hauv lub kawg ntawm tus yeeb yam nws tsis nyuaj ib cov lus hais tias: "Qhov no kua zaub. Tsis khawv koob. "

Yuav ua li cas yog cov views ntawm cov neeg siv txog phau ntawv no?

Txawm tias muaj tseeb hais tias txij li thaum tus ntawv ntawm cov phau ntawv thiab tus neeg txhais lus rau hauv Lavxias teb sab yog ib tug ntev lub sij hawm rau nws los tseem tham. Piv txwv li, ib tug ntawm tus neeg ua haujlwm ntawm lub lag luam department hais tias nws qhuas los ntawm cov ntawv qhia. Raws li nws, cov phau ntawv hais txog lub sij ua hauj lwm cov kev coj, uas niaj hnub no yog siv los ntawm ntau loj thiab me me tuam txhab uas muag. Ntxiv mus, tus neeg siv qhia nws kev khuv xim ntawm tsis tau nyeem cov ua ntej lawm ib tsab.

Lwm cov neeg siv kuj piav txog nws lub thawj encounter nrog rau hauv phau ntawv. Los ntawm nws cov lus nws yog tseeb hais tias cov ntawv ntawm positioned nws raws li ib yam ntawm cov phau ntawv nyeem, nyob rau hauv lub hauv paus ntawm uas nws muaj peev xwm kom tau ib tug ua kom tiav li txoj kev kawm.

Qhov thib peb iab liam hais tias phau ntawv yog sau nyob rau hauv lub tiaj lus thiab muaj xws li ib tug xov tooj ntawm tej piv txwv nrog cov yeeb yuj illustrations. Plaub zoo li ib tug txawv txawv mus kom ze sau phau ntawv, siv cov kev sib piv ntawm cov sib ntaus sib tua thiab nyob sib tw ntawm lub tuam txhab uas. Ib txhia ntawm cov txawj nyeem ntawv uas tau kawm cov phau ntawv los ntawm cover kom npog, xav txog sob li hom kev kawm uas siv los ntawm tus sau phau ntawv.

Nyob rau hauv luv luv, cov phau ntawv yog hais txog "Marketing tsovrog" ib tug neeg impressed, thiab leej twg tsis yog. Ib tug neeg pom nws nyob rau hauv ib tug ntau pab tswv yim thiab tej zaum pom nws tsis tsim nyog thiab outdated. Yuav hais tias ua nws yuav ua tau, qhov teeb meem deserves xim. Tom qab kev kawm nws, koj yuav nrhiav tau nyob rau hauv nws yog dab tsi koj xav nyob rau hauv nws.