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斗巨头:以弱胜强的商战奇计

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斗巨头:以弱胜强的商战奇计

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1. 将古代军事谋略,转化为当下商业智慧!将古老的兵法精髓转化为现实生产力!

2.帮助小企业从表面的“弱小”中找到隐性的“强大”,出奇制胜,击败强敌。

3.结合ebay、airwalk、Five Guys 等美国企业的成长经历,细致解读每一条商战策略,扳倒商业巨头不是不可能!

Content Description

小企业如何扳倒商业巨头?这似乎是天方夜谭,因为世界上的永恒逻辑是“以强胜弱”。但《斗巨头:以弱胜强的商战奇计》确实是教你如何做到“以弱胜强”。

在利润很低并不断降低的行业竞争中,小企业的目标如果仅仅是渡过重重难关,多半会半途而废。小企业要想长久发展,必须学会如何从劣势中找出优势,出奇制胜,击败强敌!

商场如战场,《斗巨头:以弱胜强的商战奇计》正是从军事家孙子那里得到启发,告诉你如何在商业竞争中应用《孙子兵法》中的军事智慧领导小企业展开征战,扳倒巨头,打造自己的企业帝国。书中对《孙子兵法》在小企业中的应用进行了全面诠释,并通过一些成功案例说明了其中的原则。

多数管理书只告诉你小企业如何在强敌林立的商战中生存下来,《斗巨头:以弱胜强的商战奇计》还会告诉你:小企业如何利用自身优势击败强敌!

Author Description

贝基·希茨-朗克尔,Q2 Marketing创始人之一,战略营销员、演说者和武术家,著有《女版孙子兵法》。

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★如果孙子是一位生活在当代的企业家,那么他肯定会写出《斗巨头》这本书。学习大师的智慧,去战胜竞争对手!

——马克·麦克内利 Sun Tzu and the Art of Business

★作者希茨-朗克尔的作品就像是一记组合拳,不仅详细讲解了孙子的战略智慧,还列举了大量的案例。本书肯定会激发你的灵感,引导你制定获得竞争优势的战略。有些书你只会看上一两眼,而有些则会让你百读不厌。我相信《斗巨头》一定会成为你的案头书。

——托马斯·黄 孙子兵法教育机构Sonshi的创始人

Catalogue

导言/001

第一部分利用《孙子兵法》掌控优势/005

第1章孙子和《孙子兵法》/007

第2章小企业应用《孙子兵法》的威力/012

第二部分理解自己和市场:《孙子兵法》的基础/025

第3章理解自己/027

第4章理解对手/045

第5章理解市场/057

第6章客户与商业联盟的孙子兵法/070

第三部分战场的原则/085

第7章领导者的素质/087

第8章坚持不懈/100

第9章明确的目标/110

第10章“专”的重要性/123

第四部分《孙子兵法》进阶:为你的小企业制定战略/137

第11章机动/139

第12章随机应变/154

第13章精神的力量/164

第14章迷惑对手/177

第15章《孙子兵法》与你的小企业的未来/197

附录:针对小企业的孙子语录/203

参考文献/204

Book Abstract

第四章 理解对手

企业对其竞争对手的理解程度是决定其成败的一个重要因素。了解组织的优势、劣势和实际情况非常重要,但这最多只是整件事情成功的一半,正如孙子的名言:

“知己知彼,百战不殆。”

“理解敌人”这一忠告是《孙子兵法》各篇的基础。下面我们看一看他关于“料敌制胜”的至理名言。

为胜利创造条件

“知吾卒之可以击,而不知敌之不可击,胜之半也。”

自己为商战做好准备只是成功的一半。你可以采取防御性的战略,专注于理解自己的组织。这样做可以使你立于不败之地,但除非你能够彻底理解竞争对手的优势和劣势,否则就无法取得突破,实现成功。与地位牢固的竞争对手短兵相接只会为你带来灾难性的后果。

“不可胜在己,可胜在敌。”

此处的要点在于:你必须知道对手在什么条件下会暴露出弱点,必须充分理解竞争对手,才能看到这些可乘之机。孙子继续说道:

“故善战者,能为不可胜,不能使敌之必可胜。”

如何才能保护自己不被击败,并充分利用对手提供的机会?让我们看一看孙子对于如何确定竞争对手的劣势并采取决定性行动有哪些建议。

找出对手

在孙子的时代,交战双方十分明确,而你的战场却不那么清晰。你可能面临着兼并与收购随时发生的局面,或者处于一家大企业将其他企业赶尽杀绝的市场中。你可能会看到新的对手进入了你的市场,而另一些则在悄然崛起。竞争对手的身份有些是你知道的,而有些则是你完全不了解的。

不要因为你拥有与众不同的技术或流程,或者因为你没有进行尽职调查以找出其他市场参与者,就错误地认为自己没有竞争对手。一些成立甚至运营一段时间的小企业认为它们是市场上能够满足客户需求的唯一企业,这是永恒的谬论。即使你的产品是前所未有的,但同样存在着可以替代的选择,尽管这些替代品可能不够尖端,或者成本更高。你必须彻底了解这些不同的选择。

创造机会以战胜敌人

在武术对练中,如果你的对手武艺高超,那么面对面地朝他打出最快速、最精确的一拳或踢出一脚,并希望能够打到他的身上,这种打法成功率很低。一次性的打击很容易被发现,并且被躲开。这就是为什么真正优秀的武术家知道如何利用伪装、反击和组合拳以创造机会,重创对手。在我学习武术的时候,这是很难的一课。而我的指导教师阿努申伍(UcheAnusionwu)却非常擅长这种技术。他佯攻,我进行反击,然后他一拳把我打倒在地。他会用事实反复提醒我要“创造出可乘之机”(CreateTheOpening)。

经营企业也是一样,特别是在面对更强大的对手时。你不能对它发起针锋相对的进攻,希望一招制敌。你需要创造机会。当防备你打向他头部的组合拳时,他就很难防备你的膝部攻击或对其肋部的攻击。在他挡住你的一击并试图改变攻击的方向时,就可能会露出空当,此时你能够绕过他防守的胳膊并掐住他的喉咙。此处的要点在于要创造出可乘之机,然后迅速抓住这一机会。如果你的对手训练有素,那么他就不会犯同样的错误,不大可能再给你一次机会。

“制造机会。”出击!“发现可乘之机。”穷追猛打!

充分利用外部因素创造的可乘之机同样有效。有一天,我和指导教师阿努申伍在课程快要结束时练习如何防御对方砍来的刀,而其他人则正在换衣服准备回家。作为防御者,我的后背靠在墙上,而攻击者则用刀来砍我。阿努申伍举起训练用的刀朝我砍来。我们的教练兰迪?哈金斯先生站在垫子外面,并没有看我们练习。他呼唤阿努申伍的名字,吸引其注意力。阿努申伍转过头去看教练。在他的注意力被分散时,我毫不犹豫地冲上去锁住了他的手腕,顺势把他摔倒地垫子上,并夺下了他手中的刀。教练轻声地笑了,并向我祝贺。当坏家伙手里有刀时,就不必考虑什么规则。

这个故事说明了孙子有关“准备”的原则:

“攻其无备,出其不意。”

“……乘人之不及,由不虞之道,攻其所不戒也。”

Netflix公司是企业寻找——甚至是创造——机会的一个很好的例子。电影租赁巨人百视达公司(Blockbuster) 可能知道它的优势所在,却无力与新兴的对手Netflix公司抗衡,因为Netflix公司在满足市场对娱乐和便利性需求方面拥有更加卓越的能力。

……

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