Confessions of an Advertising teachers: "Most people I did not tell him"

Ten years in the ivory tower, sauna bath literature after graduation suddenly into the ad a slap in the face of teaching and research. Daily mood also have the morning sipping a cup of "Left Bank cafe," lay on the grass after the rain the evening poems or pinching a Wordsworth's poetry to switch to a loss in the campus lake inviting voice crying all day selling, sentiment of loss can be patient, but we all know, advertising is a "battlefield" type of subject, my generation, "scholar", who can lead the troops to fight? fear and trepidation, despite the jittery all day, but on paper, the end inevitably embarrassed Khan feet. Day break and suddenly, think back to the military strategists of ancient sages, there is some "musicians", who does? Zhuge Kong Ming is not also "scholar"? He does not have all "strategizing among the successful in distant" it? Is can be described as "scholars do not go out probably know that world affairs," the spirit of a victory, mind can not help but give birth to unlimited Delightful. But then I thought, after all, is "the ancient scholar," my generation "Modern Scholar" mean? "A goin, did not dare to go out." So Wu Wu poor years, behind closed doors. But for advertising, although not had to seize the rare, but whatever the outcome, picking up a little of what snake slough cicada shell. Then, the "advertisement" in the throat to speak out. Advertising and Innovative, but I do not Dare, "copy" Feng Meng, Ling Meng copy the title of Mr. second year, summarized as "three-Yan", taught to you prawn shrimp, beef cattle rookie.

Introduction: Reading Pictures Text bath

"Advertising Pope" David Ogilvy said: "Advertising is the word of life." However, this "career" is almost in the "Pope" died after the death of the unfortunate. "Pope" is dead when the secular establishment, is now a no "religious" Belief carnival time. Image is almost the sole representative of the ads say. Text is no longer able to shoulder the important task of filmmaking. "Write more, you can sell more and more" - David Ogilvy says. But in the modern, written in the more no one would watch. Due to the language of symbols as the carrier of the "second signal system" is no longer as "first signal system," the image as "sigh thirst", which is Pavlov dog derived from the experimental results, in advertising has become the golden rule.

Frankly, on reading the text difficult to dislike and avoid making sudden become the modern needs of the "Jack", the text is not longer viable way as in the past closely rely on the "second signal system" to bring the imagination Lenovo and thinking. The starting point of modern advertising and the end result is a consumer behavior among ad looks Feelings are to discuss consumer favor. The same is true of ad text, must take into account the existence of the reader. Anxious anxious readers, like readers to think. In this case, to want the reader to accept your ideas, you must first meet the readers pleasure in reading the text itself, only the first sale, "the word" can then sell the "culture." Text itself must become a consumer element to the encounter with the text into the reader's reading pleasure, let the reader in the text the same as in the swimming pool garden enjoy Sahuan children - Text bath. Only they are willing to "take a bath," you can allow them to receive your "Cuobei."

In the eyes of advertisers and readers is the text of the consumer, the reader is paying to see books, they spent the money, there is the power consumption of these words. This is to remind each engaged in "word of life" advertising people (people I do not care), your text is sold to consumers. These words should not do whatever you "products", but must be consumer-owned "brand." They must give "those who buy the word" bring the enjoyment of a consumer.

Therefore, consumers want to buy your word, you have to - mouth write.

Do not misunderstand, I'm not the hero you think in the waist. The title on the one hand is a gimmick to attract your attention, on the other hand, it is my desire at this moment a strong. (I dare say, it went wrong you had.)

As "a time when many people like to talk," the Jiaoshu Jiang, when writing, I always think, can the "write" are like "talk" the same. I do not mean to say that the contents of a tape recorded and then transferred into text, something like that is just a statement. I said "write your mouth" means: (Listen, most people I do not tell him)

First, write the same time as when they talk to at any time to treat your readers as the audience, showing their concern from time to time in order to attract them to follow you go. (You still see? Thank you. Then I went down and write.)

Second, when writing the same as when they talk to at any time the reader to consider the possible reactions and timely adjust their thinking. (You know this? Good, we look to the next.)

Third, when writing the same as when they talk, presented to the reader is thoroughly tempered around which a consensus is not necessarily the final again, "finalized", the best you can demonstrate the thinking process.

Because you spent the money, you have the power to a hot bath here and enjoy Cuobei, pedicure and other services. You can rest assured "shampoo", as can "brainwash", to see the effect after you read. But I dare say that this "pond" in under the "medicine" to ensure the real thing ("Who is who knows").

Come, Ke Guan, fragrant bath and pleasure in life.

Requests You take off their clothes -

"First moment" of surprises: the consumer is a fool

Perhaps this sentence will touch on your left side muscle twitching about the mouth. However, this is only a word. That all of that is: the consumer is a fool - if not, advertising is a fool. Must be one.

In fact, the advertising people, if we do not want a fool, it should be the consumer as a fool. (Of course, see here, the reader will of me as you may be crazy) because it and the ashes of our respect level "advertising Pope," runs counter to the views of David Ogilvy, the old "big" that: consumers are not stupid they are your wife and daughter, do not try to fool consumers. In fact, I am better than the old "big" as his wife and daughter also wanted to consumers, but unfortunately today's society has no longer the "big" brother, as husband and wife alive, loyal, obedient children. The relationship between advertising and consumers have become control and anti-control relationship. To become the winner of this controlling the game, we need to match wits and consumers. In this battle, the advertiser must be absolutely confident, with absolute psychological advantage to suppress the consumer, because you do not fool the consumer as the consumer will treat you as a fool. There is no way to do. Therefore, advertising must have a steel frame built above the clatter proud of "spiritual victory." Chairman Mao also the relationship between advertising and consumers did brilliantly instructions: a strategic emphasis on them in contempt for their tactics. This is today, was respected, "Mao-style advertising."

In fact, we say that consumers are stupid, this is because we do not want to fool themselves advertising; the other hand, we say that consumers are fools, not to say that consumers are mentally retarded idiot. In fact, as long as there buying behavior, any person who is a consumer, advertising is the consumer when the consumer. Here, we call the consumer, as the spread of advertising objects - in terms of audience.

Consumers usually may not be stupid, but the event of advertising, they flew a dull boy. Yore? Natural and well grounded. We do not have moved on communication theory Zayun readers Majesty scary. In fact, simply think about the consumer (audience) is what contacts the state advertising, the problem is Chef Ding see cows.

Thinking about - Is the audience rapt attention to see ads as you read this apology to the same time? Obviously not, the exclusion of consumers to the inherent attitude of the decision of consumers is not in contact with when struggling to avoid advertising, is deliberate. Consumers avoid advertising psychology, the creative decision to become a basic condition for advertising.

Back to the topic, be right back after advertising, advertising as exciting.

Such as Colgate, Crest and other foreign brands of toothpaste advertising, quick to claim that such toothpaste is used by dentists or dental recommended. Those mindless fool consumers see advertising as seen effects, and recommended that the dentist's choice is of course the most correct. But, dear consumer, slightly moving the head inside moving Zan 脳 mind that you will find: dentist may tell you what toothpaste he uses it? Dentist may recommend a toothpaste to you? Do you think you are dentists who ? If this toothpaste really have those advertised "moth solid tooth whitening ... bleeding ..." effect, that dentists recommend it, not my own job right? If the dentist really recommend it, it just shows that the effect of toothpaste - Hey, maybe dental clinic is his chilling pliers while holding the bit waiting for you, while still smiling at the news then.

Consumer Contact ads casual status, so many advertisers teeth scratching. Advertisers wishing they could burst into the home, consumers can breathe all the Guys and Dolls Agou Amao are tied to the TV tugging at the ears so that they concentrate in Advertising, Fang Xie heart of the gas. However, it is the consumer advertising casual contacts, skim the surface, fixed mind, we say that consumers are fools. It is also recognized as the consumer is a fool in advance, such a "stupid ad," it has been absolute "effective advertising." Because a consumer is not stupid, they will find that advertising people are stupid, even to make such a "mental handicap" ads.

Therefore, consumers are stupid - otherwise, advertising is a fool.

Where to go, you weigh myself.

"Half an hour" of surprises: customers not God

If someone feels the consumer as a fool or not to accept, then I also look to compromise, and George Lewis is no longer compete for that top "crazy" ad cap. Because, after all, is that you have access to "Confessions of an Advertising teachers" and "the first time." Now has come the "second time", then, well, let me say a serious point: customer is not king, advertising talent is God.

"Customer is God" concept, seems to have become the consensus of modern business. Whoever wants to do business, then customers must be the same as God, faith and care, even nodding hands, I find her. The reason why businesses in front of customers stuck to hard work, is the fear of offending the "God", that he no longer "blessed" to you. However, since the advertising has been born, the customer should not be God. The purpose of advertising is to create and guide the consumer, advertising is the consumer's baton. In other words, advertising talent is God, the customer is a believer. Advertising is to get consumers the ultimate Christian faith as "the Bible" as belief in advertising, in advertising, "Gospel", the consumer, such as Christians muddled as disappointed Xi Xi, Ruchirukuang, such as drunk as blind to Thinking Faith cover.

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銆??椤惧涓嶆槸涓婂笣锛屽箍鍛婁汉鎵嶆槸銆傝繖涔堝骞存潵锛屾垜浠箣鎵?互濂撮濠㈣啙锛屽悜娑堣垂鑰呮憞灏句篂鎬滐紝鏄洜涓烘垜浠繕娌″彂瑙夌湡姝ｇ殑銆婂湥缁忋?鎺屾彙鍦ㄦ垜浠墜涓?

銆??鐢蜂汉閫氳繃寰佹湇涓栫晫鑰屽緛鏈嶅コ浜猴紝濂充汉閫氳繃寰佹湇鐢蜂汉鑰屽緛鏈嶄笘鐣岋紝骞垮憡閫氳繃寰佹湇淇′话鑰屽緛鏈嶆秷璐广?

銆??涓?釜鎴愬姛鐨勭敺浜哄氨鏄專寰楅挶瑕佹瘮浠栫殑濂充汉鑺辨帀鐨勫锛屼竴涓垚鍔熺殑濂充汉灏辨槸鎵惧埌杩欐牱鐨勭敺浜恒?涓?釜鎴愬姛鐨勫箍鍛婁汉灏辨槸瑕乢______

銆??鎮ㄧ湅鐫?～鍚с?

銆??(鏈枃涓嶆彁鍊℃?鍒瑙嗭紝浠ヤ笂涓ゅ彞璇濅腑鐨勨?鐢蜂汉鈥濄?鈥滃コ浜衡?鍙寜鐓ф偍鐨勬剰鎰夸簰鎹?

銆??鈥滀簩鎷嶁?鍙兘宸茬粡鈥滄媿鈥濆緱鎮ㄦ摝鐮寸偣鍎跨毊浜嗐?鈥滄垚闀块毦鍏嶆湁鍒涗激鈥濓紝涓烘鎴戣繕涓撻棬涓烘偍鍑嗗浜嗏?涓夎█鈥濈墝鈥滃垱鍙创鈥濓細

銆??鍠讳笘鏄庤█锛氬嚒鏄瓨鍦ㄧ殑灏辨槸涓嶅悎鐞嗙殑

銆??涔熻鎮ㄤ細璁や负杩欏彞璇濊寰楀お鈥滅粷瀵光?銆傚姝わ紝鎴戝畬鍏ㄨ禐鍚岋紝杩欏彞璇濊寰楃‘瀹炲緢鈥滅粷瀵光?銆傚洜涓哄畠鈥滅粷瀵光?姝ｇ‘銆?濡傛灉鎮ㄥ悓鎰忔垜鐨勮鐐癸紝閭ｈ鏄庤繖涓?潯鈥滃垱鍙创鈥濆鎮ㄦ潵璇磋嵂閲忓お灏忥紝鎮ㄥ彲鐣ヨ繃鍘伙紝鐩存帴鍘荤矘涓嬩竴鏉♀?鍒涘彲璐粹?銆傚鏋滄偍涓?洿璁や负鈥滃嚒鏄瓨鍦ㄧ殑灏辨槸鍚堢悊鐨勨?锛岄偅涔堬紝鎴戝姖鎮ㄨ繕鏄厛璐翠笂瀹冿紝涓嶇劧涓?棪澶栦激鍙戝睍鎴愬唴浼わ紝灏辨槸澶栬创鐙楃毊鑶忚嵂鍐呮湇椹寸毊闃胯兌涔熺櫧鎼簡銆?

銆??瀵瑰箍鍛婁汉鏉ヨ锛屼笘鐣屾案杩滄病鏈夊悎鐞嗙殑鐜扮姸銆傚嚒鏄瓨鍦ㄧ殑锛屽氨鏄湁缂洪櫡鐨?鍑℃槸瀛樺湪鐨勶紝灏辨槸蹇呴』瑕佸弽鎬濆苟鏀硅繘鐨?鍑℃槸瀛樺湪鐨勫氨鏄笉鍚堢悊鐨勩?骞垮憡浜烘渶鍩烘湰鐨勮亴璐ｆ案杩滄槸鏀瑰彉鐜扮姸鎴栬?璇撮潻鍛姐?

銆??杩欐槸棣栧厛涓?釜鍕囨皵闂銆備綘蹇呴』璁よ瘑鍒扮幇浠ｅ箍鍛婁笉鍐嶆槸鍘熷鐩寸櫧娴呴檵鐨勫悊鍠濓紝鑰屾槸涓?浼犳挱瀛﹀熀纭?笂鐨勮惀閿?柟娉曘?骞垮憡浜哄繀椤昏鏈夆?鍑℃槸瀛樺湪鐨勫氨鏄笉鍚堢悊鐨勨?姘旀銆傚彟澶栵紝鎴戜滑蹇呴』鎰忚瘑鎴戜滑闈复鐨勫緢澶氱幇鐘剁殑纭槸涓嶅悎鐞嗙殑锛岃繖杩樻槸涓?釜瑙傚康闂銆?br />
銆??鐩镐俊澶у瀵逛簬鐢佃剳璁惧閮藉凡缁忛潪甯哥啛鎮夈?浣嗘槸鐜板湪鎴戞兂鎻愬嚭杩欐牱涓?釜闂锛屼笉鐭ラ亾澶у鏄惁鎬濊?杩囷細閿洏涓婄殑瀛楁瘝閿负浠?箞涓嶆寜鐓у瓧姣嶉『搴忔帓鍒楋紝鑰屾槸瀹夋帓鎴愮幇鍦ㄨ繖涓牱瀛?

銆??鎴戞浘鍦ㄨ鍫備笂闂繃杩欎釜闂銆備絾璇濋煶鏈惤锛屽氨绔嬮┈鏈変汉鎸囧嚭锛岃繖鏍峰仛鏄负浜嗕娇姹夎鎷奸煶鐨勭敓姣嶅拰闊垫瘝鎺掑垪鍖哄垎寮?潵锛屼究浜庨?瀛楃粍璇嶃?杩欐牱鐨勭瓟妗堢湅浼煎緢鍚堢悊銆備絾鏄垜鍙嶉棶锛氣?閿洏涓嶆槸涓浗浜哄彂鏄庣殑锛屽洜姝ら敭鐩樺瓧姣嶆帓鍒楅『搴忓簲璇ヤ笌涓浗姹夎鎷奸煶鏃犲叧銆傚氨绠楁槸涓浗浜哄彂鏄庣殑锛岄敭鐩樹篃涓嶆槸涓轰簡鎷奸煶杈撳叆娉曡?鍙戞槑鐨勶紝閭ｅ浜庝簲绗斿瓧鍨嬬瓑杈撳叆娉曞憿?鈥濆洖绛旇?璇銆?br />
銆??鍙堟湁浜烘彁鍑轰簡涓?鏇村悎鐞嗙殑瑙ｉ噴锛氳繖鏍锋帓鍒楁槸鏍规嵁姣忎釜瀛楁瘝鐨勪娇鐢ㄩ鐜囷紝璁╀娇鐢ㄩ鐜囬珮鐨勫瓧姣嶅畨鎺掑湪鈥滅伒宸р?鍦ㄦ墜鎸団?鈥斾緥濡傚彸鎵嬮鎸団?鈥旀墍鑳芥帶鍒剁殑鑼冨洿鍐呫?鎴戝弽闂細鈥滀綘鎸囩殑鈥樹娇鐢ㄩ鐜囬珮鈥欐槸鍦ㄨ嫳鏂囦腑杩樻槸鍦ㄦ眽璇嫾闊充腑?鈥濆鏂圭姽璞簡涓?笅锛屾樉鐒舵病鏈夋兂濂姐?浣嗚?铏戝埌鍒氭墠鎴戞寚鍑洪敭鐩樹笉鏄腑鍥戒汉鍙戞槑鐨勶紝浠栧悶鍚炲悙鍚愬湴璇达細鈥滃湪鑻辫涓?銆傛垜鎺ョ潃鍙嶉棶锛氣?涓轰粈涔堣嫳璇腑鏈?父鐢ㄧ殑瀛楁瘝锛屽E銆丳鍙嶈?娌℃湁瀹夋帓鍦ㄦ渶鈥樼伒宸р?鐨勬墜鎸囩殑鎺у埗鑼冨洿鍐呭憿?鈥濆洖绛旇?鎸犳尃澶寸毊锛岃嫤绗戙?

銆??涓?椂娌℃湁鍚屽鏁簬鍐嶇珯璧锋潵鍥炵瓟銆傜湅鏉ュぇ瀹剁殑纭凡缁忛潪甯歌糠鎯戙?鍦ㄦ鍩虹涓婏紝鎴戝張璇达細鈥滃ぇ瀹朵笉瑕佹?鐫?洖绛旓紝浣犳兂涓?兂锛屽湪浣犺嚜宸卞垵瀛︾數鑴戞椂锛屾劅鍒伴敭鐩樺鏄撴帉鎻″悧?鈥?br />
銆??澶ч儴鍒嗕汉鎽囦簡鎽囧ご銆?br />
銆??鎴戠户缁棶锛氣?瑕佽揪鍒扳?鐩叉墦鈥欑殑绋嬪害涓?埇闇?缁冨涔?鈥?br />
銆??鎴戞敞鎰忓埌鏈変汉鍚愪簡鍚愯垖澶淬?鎴戠煡閬擄紝杩欒〃绀虹洿鍒扮幇鍦紝鏈変簺浜鸿繕杈句笉鍒扳?鐩叉墦鈥濈殑绋嬪害銆?br />
銆??鎴戠户缁锛氣?鏃㈢劧閿洏鏄繖涔堥毦浠ユ帉鎻★紝閭ｄ箞涓轰粈涔堝ぇ瀹堕兘璁や负閿洏瀛楁瘝鐨勬帓鍒楁柟寮忔槸涓轰簡渚夸簬鎺屾彙鍛?鈥?br />
銆??鎴戞劅鍒版墍鏈変汉鐨勮?鏈甸兘寮?瑕佲?绔栤?璧锋潵浜嗐?

銆??杩欑‘瀹炲埌浜嗏?鍙ｆ劋鎰ゅ績鎮辨偙鈥濈殑绋嬪害浜嗐?涓浗鍙や唬鏁欒偛鏂瑰紡璁茬┒鈥滀笉鎰や笉鍚紝涓嶆偙涓嶅彂鈥濄?鍚彂瀛︾敓锛屼竴瀹氳鎺屾彙鐏?銆?br />
銆??闈㈠澶у閭ｆ眰鐭ヨ嫢娓翠絾鍙堝厖婊¤糠鎯戠殑鐪肩潧锛屾垜鍋滀簡涓?仠锛岀劧鍚庝竴瀛椾竴椤垮湴璇达細

銆??鈥滄纭瓟妗堟槸閿洏鐨勫瓧姣嶄箣鎵?互杩欐牱鎺掑垪锛屾渶鍒濈洰鐨勫氨鏄负浜嗙粰鎵撳瓧鑰呭埗閫犲洶闅撅紝浠ヤ究闄愬埗鎵撳瓧閫熷害銆傗?

銆??鍏ㄧ彮鍝楃劧銆?br />
銆??寰呭枾闂瑰０骞抽潤涓嬪幓锛屾垜缁х画璇达細

銆??褰撴垜浠亣鍒拌繖鏍蜂竴涓棶棰樻椂锛屽簲璇ユ妸瑙嗙嚎鏀惧紑銆備緥濡傦紝鎯充竴鎯筹紝閿洏鏄粠浣曡?鏉ョ殑?寰堝鍚屽涔熻閮界煡閬擄紝鐜板湪鐨勭數鑴戦敭鐩樻槸浠庡師鏉ョ殑鎵撳瓧鏈洪敭鐩樺彂灞曡?鏉ョ殑銆傝?鏈?棭鐨勬墦瀛楁満閿洏锛屽氨鏄寜鐓у瓧姣嶉『搴忔帓鍒楃殑銆傚洜涓轰笉闇?鑳屽瓧姣嶆帓鍒楅『搴忥紝鍥犳鍒濆鑰呭緢瀹规槗鎺屾彙锛屾墦瀛楅?搴︿篃寰堝揩銆備絾鏄紝鐢变簬褰撴椂杈冧负鍘熷鐨勬満姊版墦瀛楁満鏁堢巼澶綆锛岃窡涓嶄笂鎵撳瓧鍛樼殑閫熷害锛岀粡甯稿嚭鐜扳?鍗″瓧鈥濈殑鎯呭喌銆備负浜嗚В鍐宠繖涓棶棰橈紝浜轰滑鎯充簡寰堝鍔炴硶鏀硅繘鎵撳瓧鏈猴紝浣嗗潎涓嶅鏁堬紝鍚庢潵锛岃繍鐢ㄩ?鍚戞?缁达紝鏁呮剰鎶婃墦瀛楁満閿洏涓婄殑瀛楁瘝閿墦涔遍『搴忥紝浠ヤ究缁欐墦瀛楀憳鍒堕?闅滅锛岄檺鍒舵墦瀛楅?搴︼紝浠庤?浣垮緱鎵撳瓧鏈哄彲浠ヨ窡寰椾笂鎵撳瓧鍛樼殑閫熷害锛屾暣涓墦瀛楄繃绋嬪彉寰楁祦鐣呫?浜庢槸锛岃繖绉嶁?鎹ｄ贡鈥濈殑瀛楁瘝鎺掑垪椤哄簭灏变竴鐩村欢缁笅鏉ワ紝鐩村埌浠婂ぉ鐨勭數鑴戦敭鐩樸?褰撶劧锛屽湪鐢佃剳閿洏涓婏紝鏃╁凡缁忎笉瀛樺湪鈥滃崱瀛椻?鐨勯棶棰橈紝浣嗘槸閿洏瀛楁瘝鐨勬帓鍒楅『搴忥紝鍗翠竴鐩存病鏈夊緱鍒版仮澶嶃?杩欎篃灏辨槸澶у鍦ㄥ涔犳墦瀛楁椂鎰熷埌鍥伴毦鐨勫師鍥犮?鍥犳锛屽嚒鏄瓨鍦ㄧ殑锛屾湭蹇呭氨鏄悎鐞嗙殑銆傚悓鏃讹紝瀵逛竴涓湁鍒涢?鍔涚殑澶磋剳鏉ヨ锛屾垜浠敋鑷冲彲浠ヨ繖鏍疯锛氬嚒鏄瓨鍦ㄧ殑灏辨槸涓嶅悎鐞嗙殑銆傚彧鏈夋壘鍒扮幇瀛樹簨鐗╃殑涓嶅悎鐞嗕箣澶勶紝鎵嶈兘浜х敓鏂扮殑鍒涢?锛屼笉鏂В鍐抽棶棰樸?

銆??鍚畬鐨勮В閲婏紝澶у闀垮嚭涓?彛姘旓紝骞堕棰戠偣澶达紝鍘熸潵濡傛銆傛噦寰椾簡閬撶悊锛屼笉绛変簬鏀瑰彉浜嗚蹇碉紝鎴戠户缁锛?br />
銆??鈥滃ぇ瀹朵箣鎵?互涓嶈兘姝ｇ‘鍦板洖绛旇繖涓棶棰橈紝灏辨槸鍥犱负浣犵殑鐪肩潧宸茬粡琚?闂鈥欒挋钄姐?澶у鎯冲綋鐒跺湴璁や负锛屽嚒鏄瓨鍦ㄧ殑灏辨槸鍚堢悊鐨勩?鍥犳锛屽湪杩欐牱鍏堝叆涓轰富瑙傚康鐨勮挋钄戒笅锛屽ぇ瀹惰涓洪敭鐩樺瓧姣嶇殑鎺掑垪涓?畾鏈夊畠鐨勯亾鐞嗭紝涓嶇劧瀹冧笉浼氳繖涔堟帓鍒楃殑銆傚洜姝わ紝澶у鍦ㄥ洖绛旈棶棰樻椂锛屾?璺篃灏卞缁堣闄愬畾鍦ㄤ负瀹冪殑瀛樺湪鐨勨?鍚堢悊鎬р?鍘诲鎵剧悊鐢卞拰鍘熷洜涓娿?鎵?互锛岃皝涔熶笉鏁㈡兂锛岄敭鐩樺瓧姣嶈繖鏍锋帓鍒楃殑鏈?垵鐩殑鏄负浜嗘晠鎰忓埗閫犲洶闅撅紝闄愬埗鎵撳瓧閫熷害锛屽氨鍍忎綘浠湪浣跨敤閿洏鏃剁殑鍏蜂綋鎰熷彈涓?牱銆傚叾瀹烇紝澶у閮藉凡缁忔槑鏄庢劅鍒伴敭鐩樺瓧姣嶉『搴忓浜庢墦瀛楀緢鍥伴毦锛屽彲鍦ㄧ悊鏅轰笂纭鍚﹁杩欎竴鐐广?杩欐牱鐨勨?鐭涚浘鈥欐垜浠负浠?箞浼氳鑰屼笉瑙?鈥?br />
銆??鈥滃氨鏄洜涓衡?鍑℃槸瀛樺湪灏辨槸鍚堢悊鐨勨?杩欎竴鈥樿蹇碘?钂欒斀浜嗘垜浠殑鍙岀溂銆傗?涓嶈璁や负鍑℃槸瀛樺湪鐨勫氨鏄悎鐞嗙殑锛岃?鏄鎵撶牬杩欎竴瑙傚康锛屽挨鍏跺骞垮憡浜烘潵璁诧紝鎴戜滑鏇村簲璇ユ柀閽夋埅閾佸湴璇翠竴鍙ワ細鍑℃槸瀛樺湪鐨勫氨鏄笉鍚堢悊鐨?鍙湁杩欐牱鎵嶈兘浜х敓鍒涙剰锛屾墠鑳藉垱閫犳?鍦拌В鍐抽棶棰樸? "

銆??鍚勪綅鐪嬪畼锛岀湡鏄涓嶄綇锛屽ソ涓轰汉甯堢殑涔犳儻璁╂垜鎶婅繖閲屽綋鎴愯鍫備簡銆備絾鏄濡傛垜鐨勪範鎯竴鏍凤紝鎮ㄤ篃蹇呴』鎶娾?鍑℃槸瀛樺湪鐨勫氨鏄笉鍚堢悊鐨勨?褰撲綔涓?鎬濊?涔犳儻銆備竴鏃︿範鎯寲涔嬪悗锛岃繖鏉♀?鍒涘彲璐粹?涔熷氨鍙互浠庢偍鐨勮剳闂ㄤ笂鎾曚笅鏉ヤ簡銆?br />
銆??璀︿笘閫氳█锛氬崈涓囧埆绔欏埌娑堣垂鑰呯珛鍦轰笂鍘?br />
銆??鍦ㄩ┈鍏嬫?涓讳箟鍝插闃佃惀閲岋紝鎵?湁鐨勪笘鐣岃涓庢柟娉曡閮芥鏃犵枒闂槸鍞墿涓讳箟鐨勩?浣嗘槸骞垮憡鐨勫彈浼椻?鈥旀秷璐硅?鈥斺?闄ゅ銆傛秷璐硅?姘歌繙涓?鏋佺涓嶅彲鏁戣嵂鐨勫敮蹇冧富涔夎?銆傚娑堣垂鑰呮潵璁诧紝浠栦滑鐨勮鐭ュ氨鏄粬浠殑浜嬪疄锛屼粬浠案杩滈兘鏄富瑙傜殑鐩镐俊鑷繁鐨勭溂鐫涘拰鎰熻锛岄櫎姝や箣澶栵紝浠栦滑涓嶆壙璁や换浣曞瑙備簨瀹炪?

銆??閭ｄ箞锛岄潰瀵硅繖浜涗笉璁茬悊鐨勫浼欙紝鎴戜滑骞垮憡浜哄簲璇ユ?涔堝姙?

銆??鏀惧純鍞墿涓讳箟瑙傜偣锛岀珯鍒版秷璐硅?绔嬪満涓婂幓?鎴戠浉淇″緢澶氣?鍙栨偊璁ㄥソ鈥濇秷璐硅?鐨勫箍鍛娾?澶ц櫨鈥濋兘浼氬仛鍑鸿繖鏍风殑閫夋嫨锛屽洜涓哄湪浠栦滑鐪嬫潵锛屽彧鏈夊拰娑堣垂鑰呮墦鎴愪竴鐗囨墠鑳借鏈嶄粬浠骇鐢熻喘涔拌涓恒?

銆??閿?鍗充娇涓嶈?铏戞槸鏀挎不绔嬪満锛屾垜浠篃涓嶈兘杩欐牱鍋氥?鎴戜滑鍐充笉鑳芥妸鑷繁闄嶄綆鍒版秷璐硅?鐨勮鐭ユ按骞充笂锛屼笌娑堣垂鑰呪?鍚屼妇涓?潌鏃椻?銆傗?閬撲笉鍚岋紝涓嶇浉涓鸿皨鈥濓紝鎴戜滑瀹佽偗鍜屾秷璐硅?鍔夸笉涓ょ珛锛屼篃涓嶅拰浠栦滑鈥滃悓娴佸悎姹♀?銆?br />
銆??杩欑湅浼煎箍鍛婁汉鐨勫媷姘旓紝瀹炰负骞垮憡鈥滄妸鎴忊?銆傚箍鍛娾?鎶婃垙鈥濓紝鍏剁簿楂撳氨鍦ㄤ簬锛氭垜浠繀椤荤敤鏋佺鐪熷疄鐨勫敮鐗╀富涔夊箍鍛婃潵杩涙敾娑堣垂鑰呴偅棰楀凡缁忚鍞績涓讳箟鐨勨?蹇冣?銆?br />
銆??浣曚互瑙佸緱?骞垮憡杩囧悗灏辫鍒嗘檽銆?br />
銆??杈剧編楂樺箍鍛婂叕鍙镐负鑷繁鍋氱殑骞垮憡锛氣?鍦ㄥ叏涓栫晫鏈??寰楃弽瑙嗙殑鍓?00涓搧鐗岄噷锛屽叾涓湁楂樿揪103涓搧鐗屾槸涓栫晫杈剧編楂樻墍鎷ユ湁鐨勫搧鐗岋紝鑰屽湪鍏ㄤ笘鐣屽墠10澶у搧鐗屼腑锛屽氨鏈夐珮杈?涓搧鐗屾槸杈剧編楂樼殑瀹㈡埛銆傗?鎴戠殑濡堝憖锛岃揪缇庨珮绠?洿澶帀瀹充簡锛屽叏涓栫晫鍓?00涓搧鐗屼腑103涓槸杈剧編楂樼殑瀹㈡埛锛屽叏涓栫晫10澶у搧鐗屼腑锛岃揪缇庨珮鐨勫鎴峰崰浜?涓紝澶笉鍙?璁簡鈥斺?杩欎細鏄彈浼楃殑鎰熻锛屼絾杩欏喅涓嶆槸浜嬪疄鐨勫叏閮ㄣ?鍙椾紬浼氫範鎯湴鎶婃帴瑙﹀埌鐨勪俊鎭綋鎴愪竴涓暣浣撴潵鐞嗚В銆傛兂褰撶劧鍦拌涓鸿揪缇庨珮鐙浠ｇ悊浜?澶у搧鐗岀殑鍏ㄩ儴骞垮憡锛岃繖鏍疯鏉ワ紝杈剧編楂樼畝鐩存槸澶╀笅绗竴浜嗐?鍏跺疄骞朵笉鐒躲?1994骞寸殑涓?満骞垮憡浠ｇ悊杞崲浜嬩欢涓烘垜浠彁渚涗簡鏈夎鏈嶆?鐨勪緥璇併?杩欎竴骞村彂鐢熶簡涓栫晫骞垮憡鍙蹭笂鏈?ぇ鐨勪竴娆′笟鍔¤浆绉伙細IBM鎶婂叾鍏ㄧ悆鐨勫箍鍛婁笟鍔″叏閮ㄨ浆浜ょ粰濂ョ編骞垮憡鍏徃浠ｇ悊銆傝?鍦ㄨ繖涔嬪墠锛屼负IBM鏈嶅姟鐨勫ぇ鍨嬭法鍥藉箍鍛婂叕鍙稿氨鏈?0澶氬銆傛槑鐧戒簡鍚э紝鍏ㄧ悆6澶у搧鐗岀粷涓嶅彲鑳芥妸鑷繁鐨勫箍鍛婃垨鑰呭搧鐗屾帹骞夸笟鍔″彧浜ょ粰杈剧編楂樹竴瀹讹紝杈剧編楂樹篃涓嶅彲鑳界嫭鍚炶繖6鍧楄泲绯?閭ｈ繕涓嶆妸杈剧編楂樻拺姝?)锛屽彧鏄湪杩?鍧楄泲绯曚笂鍚勬寲浜嗕竴灏忓嫼鑰屽凡銆?涔熻鐢甸?銆佹潕濂ヂ疯礉绾崇瓑鏇村ぇ鐨勫箍鍛婂叕鍙稿湪杩欏墠10鍧楄泲绯曚笂閮芥彃鐫?嚜宸辩殑鍕哄瓙鍛?浣嗘秷璐硅?鐪嬩笉鍒帮紝涔熶笉涓?畾鎯冲緱鍒帮紝涓嶈繃浣犱笉鑳藉洜涓鸿嚜宸变骇鐢熼敊瑙夎?璇磋揪缇庨珮鐨勫箍鍛婃槸铏氬亣鐨勩?

銆??涓嬩竴涓緥瀛愭槸鍗栭浮铔嬬殑銆?br />
銆??缇庡浗鏈変釜钁楀悕鐨勮惀閿?笓瀹讹紝鍦ㄤ粬寰堝皬鐨勬椂鍊欙紝瀹堕噷寮?簡涓?棿鏉傝揣搴楋紝鍗栭浮铔嬬瓑鏃ュ父鏉傚搧銆備絾鏄檮杩戝嚑瀹舵潅璐у簵鐨勯浮铔嬮兘涓嶅浠栧鐨勫崠寰楀ソ銆傚骞村悗锛屼粬鍦ㄨ嚜宸辩殑浼犺涓В寮?簡杩欎釜绉樺瘑锛氭瘡褰撴湁椤惧鏉ヤ拱楦¤泲鏃讹紝浠栨?鏄濡堝鏉ュ府椤惧鎸戦?楦¤泲锛岀粨鏋滃湪濡堝绾ょ粏鐨勫皬鎵嬬殑琛墭涓嬶紝楦¤泲灏变細鏄惧緱鐗瑰埆澶э紝椤惧灏变細璇涓轰粬瀹剁殑楦¤泲涓効澶э紝鑷劧鏉ヤ拱寰楀氨澶氥?杩欐湰鏄竴绉嶇湡鐩镐笌鍋囪薄鐨勯敊瑙夛紝浣嗘槸娑堣垂鑰呰寰楁槸浜嬪疄銆?br />
銆??璁╂秷璐硅?鎶婇敊瑙夊綋浜嬪疄鏄箍鍛婃父鎴忕殑鈥滄湀鍏夊疂鐩掆?锛岄湇鏅噾鏂殑鈥滈鍏堝崰鐢ㄦ潈鈥濄?缃楃憻路鐟炲か鏂殑鈥淯SP鈥濓紝鏃犱笉鏄缓绔嬪湪娑堣垂鑰呴敊瑙夌殑鍩虹涓婏紝钁楀悕鐨勨?鍠滃姏婊嬧?鍟ら厭骞垮憡锛氣?鎴戜滑鐨勭摱瀛愭槸鐪熸鐢ㄨ捀姹芥竻娲楄繃鐨勨?锛屽氨缁欎汉涓?閿欒锛氬埆鐨勫暏閰掗兘娌℃湁鐢ㄨ捀姹芥竻娲楄繃銆備箰鐧炬皬绾噣姘粹?27灞傚噣鍖栤?缁欎汉鐨勬劅瑙夋槸鍒殑绾噣姘翠篃璁稿彧鍑?寲2銆?灞傝?宸层?鍗充娇鏄韩涓衡?骞垮憡鏁欑殗鈥濈殑鈥滃ぇ鈥濆摜锛屼篃鎯簬鐜╁紕杩欑鎶婃垙鈥斺?鈥滃湪鏃堕?60鑻遍噷鐨勬椂鍊欙紝杩欒締鏂板姵鏂幈鏂溅閲屾渶澶у櫔闊虫潵鑷溅涓婄殑鐢靛瓙閽熲?銆傝繖鍙ヤ紶涓栫殑缁忓吀骞垮憡鏍囬浠ゆ棤鏁板箍鍛婅嫳闆勭珵鎶樿叞銆傚綋鐒讹紝鎴戞暍璇翠竴瀹氭湁寰堝浜?鍖呮嫭鏌愪簺骞垮憡鈥滃ぇ铏锯?)鑷充粖涔熸病鏈夌湅鍑鸿繖鍒欏箍鍛婄殑鐪熺浉銆?鈥滃ぇ铏锯?鐢诲闊筹細鏈夌浣犵粰鎷栨媺鏈哄仛涓箍鍛婅瘯璇曪紝鐪嬬湅杩樿兘涓嶈兘鍐欏嚭杩欐牱鐨勫箍鍛婃爣棰?)鍥犺?瀵硅繖鍒欏箍鍛婂苟涓嶆湇姘旓紝璁や负骞垮憡鍋氬緱濂斤紝涓嶅鍔虫柉鑾辨柉杞﹀ソ銆傚叾瀹烇紝杩欏苟涓嶆槸浜嬪疄鐨勫叏閮ㄣ?鐪嬩簡骞垮憡锛屾垜浠嚜鐒朵細瑙夊緱鍔虫柉鑾辨柉杞﹀紑璧锋潵鐪熸槸澶畨闈欎簡銆傚洜涓烘垜浠竴璐涓哄彧鏈夊湪鏋佸害瀹夐潤鐨勭幆澧冮噷鎵嶈兘鍚埌婊存淮绛旂瓟鐨勭數瀛愰挓鐨勫０闊炽?灏辫嚜鐒惰?鐒舵妸杩欑鈥滃畨闈欌?闄勫姞鍦ㄥ姵鏂幈鏂韩涓婁簡锛屽啀鍔犱笂鍔虫柉鑾辨柉鏄溅涓殑鏋佸搧锛岃繖灏卞湪鎴戜滑鐨勬劅瑙変笂鍙堝姞鐩栦簡鍏珷銆傚叾瀹烇紝杩欏垯骞垮憡鍋氬湪20涓栫邯涓婂崐鏈燂紝璇曢棶锛氬綋鏃跺姵鏂幈鏂苯杞︾殑鎶?湳宸茬粡鍍忕幇鍦ㄤ竴鏍风櫥宄伴?鏋佷簡鍚?涓轰粈涔?0鑻遍噷鐨勬椂閫熻繕鍊煎緱涓?彁鍛?(杩欎釜閫熷害瀵逛簬鐜板湪缁忔祹鍨嬭娇杞﹂兘涓嶇畻浠?箞)

銆??褰撴椂鍔虫柉鑾辨柉鐨勪竴浣嶈祫娣卞伐绋嬪笀鐪嬩簡杩欏垯骞垮憡鍚庝竴璇亾鐮粹?澶╂満鈥濓細鈥滄槸浠栧鐨勮濂藉ソ淇慨杩欒姝荤殑鐢靛瓙閽熶簡锛屽櫔闊冲お澶т簡锛岀湡璁╀汉鍙椾笉浜嗐?鈥濊繖鎵嶆槸鍔虫柉鑾辨柉姹借溅骞垮憡鑳屽悗鐨勭湡鐩糕?鈥斾笉鏄溅濂斤紝杩樻槸骞垮憡濂姐?(浣滆?鈥滅敾澶栭煶鈥濓細鍏跺疄锛屽ぇ鍗峰ゥ鏍煎▉鍚庢潵鍐嶆病鏈夌粰鍔虫柉鑾辨柉姹借溅鍋氳繃骞垮憡锛屽洜涓轰粬璁や负鍔虫柉鑾辨柉涓嶆槸璐ㄩ噺鍙潬鐨勫ソ姹借溅锛屾垨鑰呰閰嶄笉涓婁粬鐨勫箍鍛娿?)鑰佲?澶р?鐨勫箍鍛婄粷瀵圭湡瀹烇紝浠栨槑鏄庤杩欒締姹借溅鏈夊櫔闊筹紝鍙彈浼楀嵈璇翠粈涔堜篃涓嶄俊銆傝繖灏辨槸鈥滃箍鍛婃暀鐨団?鐨勯珮鏄庝箣澶勩?鎬庝箞鏍?浣犵幇鍦ㄨ繕鏁㈠儚鏌愪簺鈥滃皯鏁版淳骞垮憡鈥濅汉涓?牱鍙殻锛氣?Pass濂ユ牸濞佲??鑰佲?澶р?灏辨槸鑰佸ぇ锛屼笉鏈嶉兘涓嶈銆?br />
銆??鍗充娇浣滀负涓?鏀诲績鏈紝骞垮憡鏈韩涔熷簲璇ユ槸缁濆鐪熷疄鐨勶紝骞垮憡鈥滄妸鎴忊?鐨勭巹鏈哄氨鍦ㄤ簬浠ョ粷瀵圭殑鐪熷疄缁欏彈浼楃粷瀵圭殑閿欒銆傚洜涓哄箍鍛婂敮涓?殑鐪熷疄灏辨槸鍙椾紬鐨勯敊瑙?闄ゆ涔嬪锛屽箍鍛婂埆鏃犫?鐪熷疄鈥濄?鍥犱负鍙椾紬瀵瑰箍鍛婄殑璁ょ煡鏄竴绉嶁?鍞績涓讳箟鈥濈殑闈炰簨瀹炴?璁ょ煡銆?br />
銆??濂戒簡锛岀湅浜嗕笁涓箍鍛婏紝涓嶇煡鎮ㄦ劅瑙夊浣曪紝鍏跺疄锛岃繖涓変釜骞垮憡鏄垜绮惧績涓烘偍鎸戦?鐨勩?鍥犱负浠栦滑浠ｈ〃鐫?秷璐硅?閿欒涓変釜鍩烘湰绫诲瀷锛?br />
銆??鍋囪薄鈥斺?鐪熺浉銆傚崠楦¤泲鐨勯偅涓緥瀛愩?

銆??閮ㄥ垎鈥斺?鍏ㄩ儴銆傝揪缇庨珮閭ｄ釜渚嬪瓙銆?br />
銆??缂虹偣鈥斺?浼樼偣銆傚姵鏂幈鏂偅涓緥瀛愩?

銆??濂戒簡锛屽鏋滄偍宸茬粡绂诲紑浜嗘秷璐硅?绔嬪満锛岄偅灏辫鎴戜滑鍘荤湅鐪嬪箍鍛婁汉璇ュ共鐐逛粈涔堝惂銆?br />
銆??閱掍笘鎭掕█锛氬箍鍛婄殑鏈?粓鐩殑鍦ㄤ簬瑙ｅ喅闂

銆??椹厠鎬濆纰戠殑鍩哄骇涓婂埢鐫?繖鏍蜂竴鍙ヨ瘽(褰撶劧涓嶆槸澶╁畨闂ㄥ煄妤间笂閭ｅ彞)锛氣?鍝插瀹舵?鏄互鍚勭鏂瑰紡鏉ヨВ閲婁笘鐣岋紝鑰屾垜浠殑鐩殑鍦ㄤ簬鏀归?涓栫晫銆傗?闈╁懡瀵煎笀鐨勮瘽鈥滀竴鍙ラ《涓?竾鍙モ?锛岃嚦姝わ紝鎴戜滑涓嶇敤鍐嶆?鐤戯紝骞垮憡鏈?粓鐨勭洰鐨勮繕鏄湪浜庢敼閫犱笘鐣屸?鈥旇В鍐抽棶棰樸?

銆??骞垮憡鏄负甯傚満钀ラ攢鏈嶅姟鐨勩?澶у崼路濂ユ牸濞佽杩囷紝骞垮憡鐨勭洰鐨勫氨鏄负浜嗛攢鍞紝鍚﹀垯灏变笉鍋氬箍鍛?We sale or else)銆傞渶瑕佸箍鍛婂嚭鍦虹殑鏃跺?锛屽線寰?槸鍟嗗搧鍜屾湇鍔″湪甯傚満钀ラ攢涓潰涓撮棶棰樼殑鏃跺?鈥斺?涓嶆槸闇?鈥滈敠涓婃坊鑺扁?灏辨槸闇?鈥滈洩涓?鐐?銆備笉鐒讹紝骞垮憡涓绘槸涓嶄細鑺遍挶鎵惧箍鍛婂叕鍙哥殑銆傛崲鍙ヨ瘽璇达紝甯傚満钀ラ攢鍑虹幇浜嗛棶棰橈紝浼佷笟鑷繁瑙ｅ喅涓嶄簡锛岃繖鏃讹紝浠栨墠浼氳姳閽遍泧浣犮?骞垮憡鎶寕涓婇樀锛屽氨鏄负浜嗘浛骞垮憡涓昏В鍐抽棶棰樸?骞垮憡鐨勫嚭鐜帮紝灏辨槸涓轰簡鏀瑰彉鐩墠鐨勭幇鐘躲?(鍑℃槸瀛樺湪鐨勫氨鏄笉鍚堢悊鐨?銆傛敼鍙樿繖绉嶁?涓嶅悎鐞嗏?鐨勭姸鍐碉紝灏辨槸骞垮憡浜鸿瑙ｅ喅鐨勯棶棰樸?

銆??鍏跺疄锛屼粠鏁翠釜绀句細鐨勮寖鍥存潵璁诧紝瀵逛汉绫昏繘姝ヨ捣浣滅敤鏈?ぇ鐨勫苟涓嶆槸瑙ｅ喅闂锛岃?鏄彁鍑洪棶棰樸?浣嗘槸鎻愬嚭闂瀵逛竴鑸汉鏉ヨ锛岀殑纭槸涓?杈冮珮鐨勮姹傦紝鍍忔暟瀛﹀鑾卞竷灏艰尐鐨?3涓棶棰橈紝姝屽痉宸磋但鐚滄兂绛夌瓑銆傚叾瀹烇紝鐜板疄鐢熸椿涓垜浠亣鍒扮殑鏇村鐨勬槸锛岄棶棰樺凡缁忚嚜宸卞嚭鐜帮紝灏辩瓑鐫?垜浠幓瑙ｅ喅浜嗐?

銆??浣嗘槸锛岃В鍐抽棶棰樼殑鍓嶆彁鏉′欢鏄垎鏋愰棶棰樸?涓嶈兘寰堝ソ鍦板垎鏋愰棶棰橈紝灏变笉鑳藉緢濂藉湴瑙ｅ喅闂銆傞棶棰樹箣鎵?互寰椾笉鍒板悎鐞嗙殑瑙ｅ喅锛屽線寰?槸鍥犱负娌℃湁缁忚繃鍚堢悊鍦板垎鏋愩?闂寰椾笉鍒板垱閫犳?鍦拌В鍐筹紝寰?線鏄洜涓洪棶棰樻病鏈夊緱鍒板垱閫犳?鍦板垎鏋愩?

銆??鍒嗘瀽闂鐨勫墠鎻愭槸瀵归棶棰樻湰韬繘琛屾彁闂?闂鏄惁鐪熸瀛樺湪?浠ヤ粈涔堟柟寮忓瓨鍦?闂鐨勮〃杩版槸鍚﹀悎鐞?闂鏈韩鏈夋病鏈夐棶棰?鈥︹?瀵归棶棰樼殑澶氭柟浣嶅垎鏋愶紝瀵逛簬瑙ｅ喅闂寰?線璧风潃浜嬪崐鍔熷?鐨勪綔鐢ㄣ?蹇冪悊瀛﹀鐨勭爺绌惰〃鏄庯紝鐪熸鏈夊垱閫犲姏鐨勪汉锛屽線寰?効鎰忚姳鏇村鐨勬椂闂存潵鎹夋懜闂锛岃?涓嶆槸涓?嬁鍒伴棶棰樺氨鎬ヤ簬姹傝В銆傚闂鐨勫垎鏋愬拰鎻愰棶鐨勭▼搴︼紝鍐冲畾浜嗕綘瀵硅繖涓棶棰樿В鍐崇殑绋嬪害銆?br />
銆??涓嶄俊?濂斤紝璇蜂綘甯潃瑙ｅ喅杩欐牱涓?釜闂锛氳鏈変竴鍙殏铓佺埇鏍戙?绗竴澶╂棭涓婁粠鏍戞牴鍑哄彂锛屾櫄涓婂埌杈炬爲姊?鐢ㄤ簡涓?暣澶╃殑鏃堕棿銆傚綋鐒讹紝瀹冧笉鏄寑閫熷墠杩涳紝鑰屾槸鏃跺揩鏃舵參銆傜浜屽ぉ锛岃繕鏄繖鍙殏铓侊紝浠庢爲涓婁笅鏉ャ?鏃╀笂浠庢爲姊㈠嚭鍙戯紝鏅氫笂杈惧埌鏍戞牴锛屼篃鐢ㄤ簡涓?暣澶╃殑鏃堕棿銆傚綋鐒讹紝瀹冭繕涓嶆槸鍖??鍓嶈繘锛岃?鏄揩鏃舵參銆傞棶锛氭湁娌℃湁杩欐牱涓?鎯呭喌锛岃繖鍙殏铓佸湪涓ゅぉ鐨勫悓涓?椂闂村埌杈炬爲涓婄殑鍚屼竴鍦扮偣銆?娌″惉鏄庣櫧?鎴戜妇渚嬭В閲婁竴涓?渚嬪锛岀涓?ぉ涓婃爲鏃讹紝铓傝殎鍦ㄤ笅鍗圱鏃跺埌杈続澶勶紝绗簩澶╀笅鏉ユ椂锛岃繕鏄笅鍗圱鏃讹紝杩欏彧铓傝殎鎭板阀杩樻槸浣嶄簬A澶勩?闂鍚竻浜嗗惂?10 绉掗挓缁欐垜绛旀銆備粈涔?鏃堕棿澶煭?鎮ㄨ繕闇?绾哥瑪绠楃畻?鍒?浜嗭紝灏辨槸缁欎綘涓?勾鏃堕棿锛屼綘涔熺畻涓嶅嚭鏉ャ?鍏跺疄锛屽彧瑕佽浆鎹竴涓嬮棶棰樻儏鏅紝闂绔嬮┈瑙ｅ喅銆?br />
銆??涓嶄俊?鐪嬪ソ浜嗭細鎴戜滑鍙互浠庤殏铓佲?鍚屼竴鏃堕棿鍒拌揪鍚屼竴鍦扮偣鈥濊繖涓幇璞℃兂鍒颁簡涓?釜鈥滅浉閬団?鐨勯棶棰樸?灏辨槸璇达紝涓嶆槸鑰冭檻涓?彧铓傝殎鍦ㄤ袱澶╁唴鍒嗗埆涓婃爲銆佷笅鏍戯紝鑰屾槸鈥滆浆鎹⑩?鎴愪袱鍙殏铓佸湪鍚屼竴澶╀笂鏍戝拰涓嬫爲锛岄偅涔堝畠浠繀鐒跺湪鏌愪竴鐐圭浉閬囷紝杩欌?鐩搁亣鈥濈殑鏃跺埢鍜屽湴鐐瑰氨璇佹槑浜嗕竴瀹氭湁杩欑鎯呭喌锛氳繖鍙殏铓佸湪涓ゅぉ閲屽悓涓?椂闂村埌杈惧悓涓?湴鐐广?鍥犳锛屼竴瀹氭湁鈥滆繖鏍蜂竴绉嶆儏鍐碘?銆備絾鏄紝浣曟椂銆佷綍鍦颁笉鑳界畻鍑恒?

銆??鎴戠煡閬撴偍涔熻鐜板湪杩樻病杞繃寮潵锛屼笉瑕佺揣锛屽湪骞垮憡棰嗗煙鏄笉浼氶亣鍒拌繖涔堝鏉傜殑闂鐨勶紝骞垮憡瑙ｅ喅闂涓庡叾浠栨柟寮忚В鍐抽棶棰樼殑鏈?ぇ涓嶅悓灏卞湪浜庡箍鍛婃槸鍒涢?鎬у湴瑙ｅ喅闂銆傚綋鐒讹紝涓轰簡鎸藉洖鍒氭墠鈥滆浆涓嶈繃寮潵鈥濈殑闈㈠瓙锛屾偍鐜板湪鍙互鍜屾垜鎶潬锛氬摢涓绉戜笉闇?鍒涢?鎬у湴瑙ｅ喅闂?閭ｅソ锛屾垜鍛婅瘔鎮紝骞垮憡瑙ｅ喅闂鐨勫垱閫犳?寰堝ぇ绋嬪害鍦ㄤ簬骞垮憡瑕佸埄鐢ㄢ?娑堣垂鑰呯殑璁ょ煡灏辨槸浠栦滑鐨勪簨瀹炩?杩欎竴鈥滄硶瀹濃?鎶婁骇鍝佺殑缂虹偣鍒涢?鎬у湴闃愰噴涓衡?浼樼偣鈥濓紝浣夸笉鍒╃殑灞?潰鍙樺緱鏈夊埄涔熷氨琛屼簡銆?br />
銆??涓嬮潰鎻掓挱骞垮憡銆?鐗囧熬骞垮憡锛屽箍鍛婅繃鍚庝笉鍐嶅洖鏉?

銆??鏈変竴鎵瑰ⅷ瑗垮摜鑻规灉鏈潵瑕佽繍鍒扮編鍥介攢鍞紝浣嗘槸閬囦笂鍐伴浌锛岃嫻鏋滀笂琚啺闆规墦鍑哄緢澶氱枻鐥曘?閿?敭鍟嗘媴蹇冭嫻鏋滀細鍥犳鍗栦笉鍑哄幓銆傛鏃讹紝骞垮憡鍑烘潵瑙ｅ喅闂浜嗐?骞垮憡棣栧厛澶ц倖瀹ｆ壃鐪熸鐨勫ⅷ瑗垮摜楂樺師鑻规灉鏄浣曠編鍛冲拰钀ュ吇銆傜劧鍚庢彁閱掑ぇ瀹剁湡姝ｇ殑澧ㄨタ鍝ラ珮鍘熻嫻鏋滈兘鏈夌嫭鐗圭殑楂樺師鍐伴浌鎵撹繃鐨勭棔杩广?璋ㄩ槻鍋囧啋銆備簬鏄紝澶ф壒鐤ょ棔鑻规灉涓?姠鑰岀┖銆?br />
銆??鍙︿竴涓箍鍛婃槸鍏充簬槌熼奔鐨勩?涓ゅ姘翠骇鍟嗗垎鍒嚭鍞孩鑹查碂楸煎拰绮夌孩鑹查碂楸笺?浣嗘槸绾㈣壊槌熼奔鐨勯攢鍞儏鍐典竴鐩翠笉濡傜矇绾㈣壊槌熼奔濂姐?缁忛珮浜烘寚鐐癸紝绾㈣壊槌熼奔缁忛攢鍟嗘墦鍑哄箍鍛婏細鈥滄瀹楅樋鎷夋柉鍔犵孩鑹查碂楸硷紝缁濅笉浼氬彉鎴愮矇绾㈣壊鈥濄?璇ュ箍鍛婃病鏈変换浣曡船浣庡鎵嬬殑瑷?緸锛屼絾鈥滆仾鏄庘?鐨勬秷璐硅?鍗翠竴鐪煎氨鐪嬪嚭璐ㄩ噺鐨勨?浼樺姡鈥濅簡銆?br />
銆??褰撶劧锛屽箍鍛婇潰涓寸殑浠诲姟缁濅笉浠呬粎鏄兂鍑轰竴涓や釜鈥滅偣瀛愨?鑰屽凡锛屽敖绠＄幇浠ｅ箍鍛婂凡缁忚秺鏉ヨ秺鍚戠潃绉戝鍖栫殑鏂瑰悜鍙戝睍锛屼絾鏄箍鍛婅В鍐抽棶棰橈紝灏ゅ叾鏄垱閫犳?鍦拌В鍐抽棶棰樼殑鏍规湰瀹楁棬姘歌繙涓嶄細鍙樸?杩欎篃鏄垜鑳界粰鎮ㄦ彁渚涚殑鏈?悗涓?潯鈥滃垱鍙创鈥濄?

銆??鎷夋媺鏉傛潅璇翠簡杩欎竴浜涳紝浼间箮涓庢俯鏌旀暒鍘氱殑涓浗浼犵粺浼︾悊閬撳痉鑳岄亾鑰岄┌銆備絾鏄巻鍙蹭富涔夊拰浼︾悊涓讳箟姘歌繙鏄竴瀵逛簩寰嬭儗鍙嶏紝鑰屽箍鍛婃瘯绔熷睘浜庡巻鍙蹭富涔夌殑鑼冪暣銆傚巻鍙茬殑鍓嶈繘鎬绘槸瑕佷粯鍑轰鸡鐞嗙殑浠ｄ环銆傚啀璇达紝骞垮憡鏄粯璐圭殑锛屽彈浜洪挶璐紝鏇夸汉娑堢伨锛屽ぉ缁忓湴涔夛紝璐ｆ棤鏃佽捶銆傚攭!涓嶇敱寰楄涔︿汉涓?０闀垮徆锛?br />
銆??骞垮憡鐪熶笉鏄釜鑹績娲诲効!







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New Listing: rational public relations and marketing operations

Integrated Marketing Communication (IMC) of the core idea of "marketing is to spread", this business management more and more accepted by the marketing profession. Today, advertising is no longer the only communication tool, and even some experts believe that advertising has "twilight." PR is challenging the advertising communication, advertising and even spread beyond the dissemination of playing a unique advantage. Many enterprises in the marketing of new products face the problem of insufficient operating funds, no funds ability to start the market through advertising, public relations and marketing at this time may be effective, low-cost start the market and detonated the operation of market opportunities. PR is the business of audio speakers and the core interests of the point can be vividly demonstrated products that can run through the whole process of product marketing, and is not just new products. Of course, public relations and marketing is not without weaknesses, as compared with the advertising communication, public relations and marketing communication with target customers are looks a little simple and obvious, the breadth of information exposure, depth may not be as advertising, sales promotion activities of communication. New product marketing needs to be done point, line, surface, so a new listing to do a good job must be rational understanding the role of public relations and marketing, and learn other healthy integration of communication tools, or success may be partial, temporary, one-sided.

PR advantage


New listing on the operation, the marketing and advertising, sales promotion and other marketing strategies compared to public relations and marketing has many unique advantages:

To realize a low-cost communication. A few million can be achieved to be well-known product known time? Certainly, public relations and marketing can do, while other forms of communication may not be done. In fact, many event marketing companies who have created a spread of success, such as "Mister drinking paint", "Drawing a whisper and P & G Da Lei" and so on.

Second, communication is easy to accept. PR communication is soft and not as forced as strong communication and advertising. Whether it is event marketing, information marketing, or large-scale event planning, all have this feature.

Third, create a good relationship with the environment. New products listed on stage is the ability to respond to changing market conditions and the most vulnerable stage of new product at this stage will often lead to extreme attention of competitors, or even crush together. Public relations and marketing can be carried out with a variety of social forces (such as government, industry associations, the media, experts, consumers and even competitors) to establish a good relationship, have a good growing environment.

4, low-cost start the market. If enterprises do not have financial capacity through advertising and other promotional strategies to new product "push" to the market, the public relations strategy of word of mouth marketing (or oral-style marketing) can achieve this goal, as long as the terminal to establish communication system, professional counseling, Shopping guide, word of mouth marketing personnel, and then follow-up communication from the consumer, Taiji Group Bushenyishou capsule production is through word of mouth marketing start the market.


The field of public relations role


For new products, public relations and marketing for the new listing can play what role?

First, the product investment. At this stage, the Forum is playing an extremely important role in marketing. Conference Marketing Act, also known as marketing seminar or forum marketing, is the listing of manufacturers for the new investment, to carry out large-scale seminars, forums will explain the summit or large investment to play a demonstration product description, product display publicly, the role of dealer training .

Second, sales momentum. The need to create a marketing idea? Need! To know that consumers have herd consumer psychology, such as "buy do not buy more than less", "do not buy or buy up" and therefore create tight, Strong Sales of representation is essential, and this can be done through public relations strategies.

Third, an occasion to marketing. New listing, digging their own resources while it can also use the resources of competitors? Of course! "Ueda T theory" to support an important occasion to marketing theory, the principle is to use two things, the disparity between the sex difference, with one of the things that influence to achieve their goals. In fact, Mengniu products listing process in operation by the Erie's potential to be good at Erie itself and tied up to the market for sale, such as "learning to Erie", "Inner Mongolia milk all together to create" other.

4, and the image. The need to let the product of a target consumer groups came to have a good impression on the enterprise? Of course, necessary. Or sponsoring charitable activities through developing social marketing, is a "short-term investment" is a "long-term investment." Marketing through social welfare, to establish a corporate image, it is easy for the new product into the market environment to create a good opportunity, this is the beauty of relationship marketing.

5, brand building. Brand new product may not be done, but do the brand is a long-term career, can play a good brand to extend the product life cycle role. Public relations and marketing communication coverage using its powerful force can significantly enhance the brand awareness, trust and reputation, which is the basis for the formation of brand loyalty, create brand is one of the basic operational tools.

6, to save the crisis. Even prior to the listing of new products after several tests, product quality possible problems or defects, and competitors of the rumors are all Kenengdaozhi enterprises are facing a management crisis at a time taken the public relations activities could defuse the crisis, and even business Huo Shi Jie Zhu crisis brand image can be improved, this is a real problem.

PR Operation Practice


Public relations and marketing operation is a "systems engineering", systematic listing of the operation reflected in the new process, according to different stages of market development, public relations should develop different strategies and different market situation, according to public relations to develop different coping strategies, and to form a public relations plan, and ensure that the scheme has good enforceable.

An established organization. May not be necessary to establish a public relations company, but this function must have. The operation may have just set up new small and medium enterprises, which can be centralized to the business planning department or marketing department, the exercise of public relations and marketing functions.

Second, carry out public relations survey. PR survey to study the PR environment, such as business environment, natural environment, social environment, market environment, more attention should be paid competitive product research and business SWOT analysis, which is the basis for developing public relations plan, which will determine the feasibility of public relations planning, whether established whether the basis of specific and practical results.

Third, to develop public relations plans. PR scheme is the listing of new products, the components in the marketing plan, public relations activities to specific purpose, time, location, content, responsible departments, with departments, public relations and other aspects of the budget. Needs to be emphasized is that a crisis response plan should be developed to promote the digestion process of listing new crisis may be encountered.

Fourth, the establishment of the implementation of monitoring. Public relations program is the basis of the success of protection is more important is to look at implementation. For the implementation of guaranteed, it must have a complete implementation of the system of enforcement of public relations, to be enforced not on track but also has flexibility.

5, for public relations evaluation. Measurement and assessment of public relations and marketing to target achievement, including sales objectives, communication objectives of the completion and results of activities to do.

Sixth, the establishment of public relations files. This is a basic work must be done to establish files and archives, public relations work for the future reserves of information.


PR Wrong Operation


The subtleties of public relations and marketing is that target audience's awareness of public relations behavior of enterprises less, dissemination and communication of such rejection less information would be relatively easy to accept, of course, this is propaganda disguised public relations behavior that a characteristic decision, public relations and marketing could also be effective. But the company public relations people have to face such a reality, due to increasingly rational consumer behavior and maturity, commercial advertising behavior of enterprises growing ability to distinguish, in this case the target audience will have a "propaganda immunity "Of course, including" public relations immunity "will naturally affect the effectiveness of public relations and marketing, because consumers will always have selective acceptance and implementation of communication and the ability to communicate and right. Therefore, public relations and marketing must be able to search for "innovation" and not always sing the "old tune." Of course, those who fall in the conventional public relations activities on the new listing will also play a role, but the role may be very weak, even cause the target audience's hatred, it also increases the risk of public relations and marketing operations. In fact, the new public relations and marketing operations should be listed to avoid the following errors:

An over-zealous hype. "Out of stock! Out of stock! ... ... Love for the return of consumers, limited market new products, limited number available on all flights." This is certainly not unrealistic, but the new reality of "out of stock" hype wind. Many companies have this hype their new product, consumers now believe the strategy will certainly be insensitive to such speculation. Many public relations and corporate pursuit of media speculation, and even the media information (text and dynamic soft news) as a measure of the release amount of key indicators of success or failure of public relations activities, in fact, this is a big mistake, to note that the media misrepresentation, mistake Communication and ineffective communication (such as the mentioned products only, not to mention corporate and brand) a large number of existing fact.

Second, obsessed create a sensational effect. New listing in the operation of public relations, many companies mandate of the Public Relations person will have a request: "Ideas to surprising effect to stir sales better." In fact, a great sensation, not a sufficient condition for the new products sell well, too far from the necessary conditions. Sensation occurs only help to enhance product awareness, but also conducive to brand building, sales will not have a direct relationship between sales promotion, because PR itself has two functions: to create the image and drive sales, but not necessarily in the promotion of sales advertising, sales promotion activities and more direct, more immediate.

Third, excessive deification of PR role. Although we see the power of public relations and marketing, public relations, after all, only a monotonous, but the marketing communication tools, the market also need to integrate the maintenance of other marketing communication tools, marketing or public relations will probably suffer the shackles of power. Take the brand, the PR alone may only make the brand even better, but not enough to build and maintain the brand. It is also regrettable that many public relations people, many businesses want to PR was "small input and large output", while ignoring other aspects of the investment, many public relations operation is flashing the moment, it was the product marketing trick to cover up , so enterprises must completely abandon relying solely on public relations victory that left to chance. In addition, the public relations activities with the needs of advertising, public relations activities that are more effective.

Fourth, public relations and marketing, "short-sighted patients." David • Ogilvy Advertising Godfather said: "Every time advertising is the accumulation of the brand", in fact, public relations activities are just like this. For new products, public relations and marketing to serve to enhance product awareness, enhance corporate image, create a brand, promote product sales etc., not only for one purpose to do public relations. This requires attention when in public relations and marketing operations to maximize the effective integration of internal and external corporate resources to maximize public relations and marketing effectiveness.

5, the "old public relations" to do "new market." Many companies do public relations, public relations still remain in the original stage, such as new market is always used to hold press conferences, product descriptions, carry out social welfare activities, etc., but no other new moves and can not adapt to the new market situation. At the same time, let alone touch the excitement of various social forces, but can not create attention economy, public relations and also difficult to make the best effect.

6, PR is the news media. So it's easy to see public relations too narrow, resulting in over-respected news marketing. In fact, the news media is indeed a public relations point of the most basic operations, by creating products of "hot news" from all the media attention and interest, and then released by the form of soft paper, the credibility of information than the soft advertising with a more credible with publicity. Market News Marketing can only play a "warm" or "contrast" effect, public relations and marketing information marketing is a subsystem, and the main market in the new beginning to play a role.

7, doing public relations on the speculation, "celebrity." "Selling products as sold", as this does make sense. Whether real celebrities (such as the famed performing arts, business famous, celebrities, industry experts), or virtual people (such as Folk and the old stalk, queer, 6-chome) on the business of marketing does play a role, it is precisely the use of "celebrity" celebrity social awareness and create new association with the point of winning. For this reason, many companies new product has not yet officially listed (in the investment stage) will ask the spokesperson. In this regard, we should be rational to see that because "celebrities" have been widely used too "excessive", a "celebrity" may speak for a variety of products to target audiences memory fuzzy and difficult to fuzzy, and this increases the "celebrity" hype operational risk.

• David Ogilvy said "any form of advertising is playing in the sharp edge on balance", public relations and marketing is also true, is a coexistence of risks and benefits of the "double-edged sword", which kind of risk for the fledgling new terms can be fatal, this is absolutely not alarmist. Just imagine, most of the public relations activities have to be initiative to invite some media to the scene, would like to go out through the media to disseminate information, but the success of PR activities operate their own on certain risks. From another perspective, even a successful public relations plan, there may be on the business, brand or product adverse side effects. Take the well-known curator in 2001 - Qin Quanyue planned "boss drink paint" public relations activities, while the effect of media publicity hype has reached this goal, and greatly enhance product awareness, but the activities of the other side should also lead to the industry's attention: the original ready to drink paint with small animals to prove their "green", "drug-free", this is a business with the public runs counter to the behavior? Is contrary to business ethics? From a social marketing point of view, will affect the business and brand image? Volkswagen (China) Company has financed the "panda" cause, is it a "free lunch" it? Whether this is for cats to drink it paints a negative? Although the giant panda and cat, dog is not a heavyweight.







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