全球化中国营销认知和事实是两个概念,前者攻心,后者攻理。企业拥有好产品是取胜前提,但获取消费者认知却是取胜关键。事实是一个制造的过程,认知却是一个潜移默化的过程,消费者认知一旦形成,再改变就等于丢失了到达消费者心智的桥梁。当管理层忽略认知而只顾事实的时候,与其说他们在解决问题,不如说他们在自找麻烦。艾·里斯在此讲中会告诉你这样一个事实。(上一讲:奇瑞及中国企业之未来) Globalization China marketing cognition and facts are two concepts, the former is the heart of the latter, the latter attack. Enterprises have a good product is to win the premise, but access to consumer awareness is the key to victory. Fact is a manufacturing process. Cognition is a subtle process. Once the consumer’s cognition is formed, the change is equivalent to missing the bridge of reaching consumers’ minds. When management ignores cognition and focuses on facts, they are asking themselves for more trouble than solving problems. Ai Lisi will tell you in this story a fact. (Previous: Chery and the future of Chinese enterprises)