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【罗青论陶】会做更要会说

文/罗青【众说5.17期】

文/罗青【众说5.17期】

  近年来,由于职业的习惯,喜欢以旁观者的身份观察企业的起落沉浮,发现一个十分有意思的现象:凡是做得很成功的企业,大都拥有一位能说会道的老总或CEO,像苹果的乔布斯,阿里巴巴的马云,华为的任正非,联想的柳传志等等,在各种重要场合,经常发表宏论,令人印象深刻。而建陶行业中,欧神诺的鲍杰军、金意陶的何乾、蒙娜丽莎的张旗康、简一的李志林,乃至东鹏的何新明、马可波罗的黄建平等等,都是演讲的好手,只要站在台上,定能滔滔不绝,谈公司文化,经营理念,品牌发展头头是道,乐此不疲。
  笔者曾在不同的场合发言,均有提及一个观点,现在已进入制造向营销转化的新时代,只会生产产品,单靠价廉物美,远远不足,还必须会宣传推广,懂营销手段,将产品卖出去,并且卖个好价钱,才是长久之策。其实,佛山陶瓷业有不少擅长于生产制造的企业,有极强的本领短时间内将规模扩大,成本压低,销量大增,这在市场短缺时期,无疑是一条发财致富的最佳路径。但是时过境迁,仅靠规模成本,性价比优势,在产能严重过剩,产品升级、消费升级的大环境下,并不能确保产品的销路通畅。如果营销渠道未建立好,客户的需求无法准确把握,说不定产能就变成了库存,对企业持续经营的压力非常之大。
  某些陶企在营销推广方面长年缺位,品牌文化塑造上更是严重投入不足,认为品牌文化是可有可无的,或者虚幻的东西,即使投入了大量资金,也不一定能马上见效。于是,有的陶企不愿意在品牌形象提升上花太多精力,当品牌时代全面来临之际,完全失去了早年红红火火的销售势头,对未来前景一片茫然,不知所措。佛山南庄的陶瓷老板,名声在外,实力强劲,但大部分低调务实,吃苦耐劳,习惯于闷声发财,往往不擅言辞,企业做大了,亦缺乏系统的理论总结。如今看来,会做不会说,在互联网的快速传播链上,确实也是品牌营销上的一大短板,务必要尽快补上。
  其实,演讲能力可以通过后天的努力培养,新明珠掌舵人叶德林董事长就是行业学习的楷模。记得早年叶董也不太喜欢露脸讲话,奉行谨言慎行,少说多做,经过这么多年的风雨磨炼,德叔的口才十分了得,还顺利连任了佛山市工商联主席。其每次讲话都从容淡定,言之有物,思路开阔,予人启迪,成为佛山工商界的领袖级人物 。
  当然,没有一流的产品作为支撑,只凭砸钱营销就希望上升为消费者信赖的品牌,那也是万万不能的。

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