企业市场营销战是将军事思维应用于商品竞争领域的一种尝试。如何将军事理论运用于市场竞争法则,制订出适合大、中、小三种企业的四种基本战略战术,有着重要意义。 一、防御战略 对于能左右市场的龙头公司,如IBM公司、雀巢公司、本田公司等等,由于其占有的市场份额大,获利丰厚,自然成为众矢之的。因此,他们为维持已有的地位,应考虑的是积极的防御,即打一场场严密的防御战。 “进攻是最好的防御”。龙头公司只有不断的自我进攻,才是最佳的防御战略。不断地自我进攻,企业要自我淘汰过时产品,推出新型优质产品或服务项目来维持或 Enterprise marketing warfare is an attempt to apply military thinking in the field of commodity competition. How to apply military theory to the law of market competition and formulate the four basic strategies and tactics that are suitable for large, medium and small enterprises is of great significance. First, the defense strategy For the leading companies that can affect the market, such as IBM, Nestle, Honda, etc., due to its large market share, lucrative, naturally became the target of public criticism. Therefore, in order to maintain their existing status, they should consider the active defense of playing a tight defense. “Offensive is the best defense.” Leading companies only constant self-attack, is the best defense strategy. Constantly self-attack, companies should self-out obsolete products, the introduction of new quality products or services to maintain or