营销在今天可说是无所不在,无时不有。不少企业借助其优秀的营销战略和营销方案成功地拓展一片市场,赢得竞争优势。然而,也有不少企业由于陷入了营销误区,往往在不知不觉中扼杀了自己的产品、品牌乃至企业。从企业的成败兴亡中,我们不难得出这样一个结论:成亦营销,败亦营销。对照本文所列的“误我帐单”审视一下你的营销,或者请营销专家把关,或可少踏误区乃至绕开重大的战略误区。一、战略与战术的倒置我们今天的时代已经进入了一个战略制胜的时代。在这样一个不确定性因素大大增加的环境里,经营者需要更多地预知趋势,结合企业自身的现实条件,做出正确的战略选择。战略和战术的关系,也可看成是“埋头拉车”和“抬头看路”的问题。战略失误,再好的战术也无法挽回,有时甚至战术越高明,负作用越大,就像“南辕北辙”这则寓言所昭示的;方向错了,马跑得越快,离目标越远。因此.现代成功的企业家首先必须是战略家,必须具有战略眼 Marketing can be said to be omnipresent today and incessantly. Many companies have succeeded in expanding their markets and winning competitive advantages with their excellent marketing strategies and marketing plans. However, there are also many companies that have unknowingly slandered their products, brands, and even businesses because they are caught in marketing misconceptions. From the success or failure of a company, it is not difficult for us to come to such a conclusion: Marketing is also successful, and marketing is also lost. Look at your marketing against the “false my bills” listed in this article, or ask a marketing expert to check it out, or you can take the wrong path and avoid major strategic mistakes. First, the inversion of strategy and tactics Our era has entered an era of strategic victory. In such an environment where the uncertainty factor is greatly increased, the operators need to more predict the trend and combine the actual conditions of the enterprise to make the right strategic choice. The relationship between strategy and tactics can also be regarded as a problem of “pick-up carts” and “looking at the road”. Strategic mistakes, no matter how good the tactics can not be recovered, and sometimes the higher the tactics, the greater the negative effects, like the allegory of the “southern north”; the direction is wrong, the faster the horse runs, the farther away from the goal. Therefore, modern successful entrepreneurs must first be strategists and must have strategic eyes.