Marketing, management without “Bible”
The disciplines of marketing and management are social sciences that are very practical and not precise enough. Any marketing and management theory will inevitably have the limitations of people’s cognition and practice, and it will inevitably have limitations of author practice, cognition and thinking. For example, the classic marketing and management theory born in the West was born in the Western political, economic, and humanistic contexts of a particular historical period. Even in the West, the environment is not the same, and it will change with the changes of the times. Any classical theory cannot have unconditional applicability, and it is even more impossible to apply unconditionally to Chinese companies and Eastern enterprises in different eras. In the field of marketing and management, there is no “Bible” that can be unconditionally applied without the restrictions of the times, regions and environmental conditions, and can be unconditionally trusted.
As for the traditional culture of China, it was born more and more, and the environment of birth is very different from that of modern society. However, many people regard it as the magic weapon for Chinese enterprises. Although there is a lot of flashing wisdom in traditional culture, it can give people useful enlightenment, but it is born in the historical environment of light business, and it serves the rulers of the imperial power and the patriarchal society, not the modern business. Therefore, it is even less likely to blindly worship the application in business management, otherwise it will lead to the enterprise seriously deviating from the essence of modern business. In reality, some enterprises have become a kind of cultural institutions and religious organizations that lack efficiency and competition because of blind worship and misunderstanding of traditional culture, which is far more harmful than good.
In order to avoid the limitations of marketing and management theory, the only effective method is to compare environment and practice, thinking learning and selective application. Unthinking learning, unselected applications, unconditional superstitions and unrestrained theories are often more harmful than not learning. Correct thinking is more important than learning; learning to think and apply correctly is more important than learning and applying content. In reality, because there is no learning and application of thinking, the cases of corporate failure caused by superstition and worship of theory are numerous.
Conversely, once you have learned to think and apply correctly, “poison” and “paradox” may draw “nutrition” because no one will go to the “paradox” of marketing and management; even if it is seen by many people as “歪” On the theory of “paradox”, there may be useful and useful truths. How to think and think about it? Think about the specific time and regional environmental conditions that the theory was born, think about the applicable environment and conditions of the theory, and choose to apply the theory that matches the business environment and conditions of the enterprise.
The absoluteization of any theory is a rogue
In reality, some interest groups have over-exaggerated the role and applicability of certain theories for their own interests, and overridden all other theories, avoiding the limitations of the environment and conditions, and the effectiveness and applicability are absolute. It is extremely harmful to seek consulting and training for profiteering or to advertise “academic achievements.” In doing so, people who lack the ability to distinguish and think in theory lose their thoughts on the applicable environment and conditions, and reject other necessary and useful theories.
This over-packaging and marketing behavior of the theory, like the exaggerated efficacy marketing behavior of the health care industry, will lead the audience to ignore the applicable and “effective” conditions and exclude other necessary health care and medical measures. Just as there is no panacea that can cure any disease in the world, there is no “cheat” in the world that can solve all marketing and management problems of the enterprise unconditionally and without restrictions. Any marketing and management theory advertised as “cheats” should be given high vigilance. Any theory, even if it is public opinion, is harmless. It is harmful to exaggerate propaganda, absolute and non-thinking, unconditional superstition and application. Successful learning, positioning theory, traditional culture, etc., have been deified and suspected in China; the absolute marketing and management theory is the same as the MLM. Thinking and selective learning and application of the above theory, “spirit chicken soup” are beneficial and harmless.
The underlying logic is not easy to change, and the method and approach are changeable.
I believe that marketing and management theory is divided into several levels, such as the underlying logic and principle principles, approach methods, and case tools. The more at the bottom of the theory, such as the underlying logic, principle principle, etc., the more difficult to directly use, but the more long-term, extensive revelation; the more top-level theories, such as case tools, the easier it is to understand the application, but there are more Conditions, environmental restrictions, the faster the development changes.
The so-called underlying logic refers to the initial entrance or origin of thinking. For example, Philip Kotler’s marketing theory focuses on the underlying logic and principle principles. Although it is difficult to use directly, it has a universal and extensive enlightenment guiding role for a long time. Philip Kotler’s marketing theory, the underlying logic is the satisfaction of consumer demand, and other content is built around this underlying logic. This underlying logic has been formed for decades. Today, the Internet is highly developed. Although many new methods and tools have been born in channel strategy and communication promotion strategy, the essence of marketing is still around consumer demand. Satisfied to expand. Even the theory of the channel level such as 4P still applies to this day, and marketing still cannot follow the combination of products, pricing, channels, and communication promotion (sales promotion).
The development of the Internet has neither increased the elements of the marketing strategy portfolio nor reduced the elements of the marketing strategy portfolio. However, in the specific application of industry and enterprises, because of the development of the Internet, channel strategy and communication promotion strategies have undergone great changes. For example, Michael Porter’s five-force competitive environment analysis model and three typical competitive strategy selection models, although not part of the underlying logic and belonging to the method and tool level theory, are still beneficial and classic models of strategic thinking. . Classical theory, especially the underlying logic and principle principle, will have long-term enlightenment and guidance for practice.
Abandon for the next, learn for the middle, realize the upper
The correct attitude towards the classic marketing and management theory – abandoning the next, learning for the middle, and enlightening. The so-called “abandonment” refers to denying the regularity of marketing and management, denying the usefulness of marketing and management theory, and abandoning the study of classical theory. Not learning, not knowing, or even negating is the next strategy for dealing with marketing and management theory.
The so-called “study” refers to learning without thinking, not doing blindly or blindly, blindly thinking, comprehending learning, receiving without choice, swallowing jujube, knowing it but not knowing why. This kind of attitude is the root cause of theoretical worship and superstition. Practice and application are often prone to hard work and blindness.
The so-called “enlightenment” refers to the deep thinking and comprehension in learning, not only knowing it but knowing why, and selectively receiving and applying it is the best policy for dealing with marketing and management theory.