著名的美国耐克公司广告主管A·杜兰先生每个财政年度总是要向公司董事会提出一个令人吃惊的庞大的广告预算。为争得预算能得以批准,他不止一次地严肃地向公司决策者们指出:“我们的预算之所以如此,并不仅在于我们要宣传自己的形象,这只是第二位的目标。我们的首要目标在于,我们需要一个策略,这个策略的核心就是,用我们的广告去阻断或减少对手在媒介镜头中停留的时间。”杜兰先生的这段论辩不但为自己的预算赢得了通过,也赢得了许多广告学者和市场营销策划专家的信奉与敬畏。有人甚至由此得出结论,认为市场竞争(主要指成熟市场)的主要形式已经由直接的实力之战(如:比质量、价格,比产品功能等)转化为策划、谋略之战。杜兰先生在这里就表现了一种可贵的策略精神,而不是一时之计等等。诚然,在实际的竞争中策略、谋划的作用确实明显地突出了,甚至起到了主导作用。但是必须明确,策略、谋划绝非纸上谈兵,执行任何策略、谋划都必须是以实力性的投入为前提和先决条 Mr. A. Duran, the head of advertising of the famous Nike Company in the United States, always presents a surprisingly large advertising budget to the company’s board of directors every financial year. In order to win the budget for approval, he has repeatedly pointed out to the company’s decision makers seriously: “Our budget is not only because we want to promote our own image. It is only the second goal. Our primary The goal is that we need a strategy. The core of this strategy is to use our advertisements to block or reduce the time that opponents stay in the media footage.” Mr. Dulan’s argument has won not only his own budget, but also Has won the advocacy and awe of many advertising scholars and marketing plan experts. Some people even concluded that the main form of market competition (mainly referring to the mature market) has been transformed from a direct battle of strength (such as: quality, price, product function, etc.) to planning and strategic battles. Mr. Durand showed a valuable tactical spirit here, not a momentary plan and so on. It is true that the role of strategy and planning in the actual competition has indeed been clearly highlighted and even played a leading role. However, it must be made clear that strategy and planning are not on paper, and that any strategy or plan must be implemented on the basis of the investment of strength and prerequisites.