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营销心理学研究系列（九）： 营销实践中的谦虚谨慎和纳言敏行及应用 7 上页：第 1 页 Marketing Psychology Study Series (i) the words and deeds of psychology: the modest and prudent marketing practice and Toshiyuki Nagon and Application Authors: Zhang Jing-hong Time: Second Saturday, July 11 nine-OO Location: Shanghai Office topics: Management Essay Number: SN_JJYLS_ZJH_200907110002_08GL motto: Department inaction on the matter, the words not taught six months, the author of the first-line practice in the market, making the theory of the author of many feelings and experiences have their own interpretation and understanding. Psychological focus on the words and deeds today. "The Analects of Confucius," there are "satisfied and is sensitive to the words" and said that the specific work and the market should be modest and prudent practice, and constantly review introspection and less bragging, more practical things dry. Here we analyze. First, a reverse situation runs counter to the case and application of words and deeds Chinese have a proverb, called "opposite." "Advanced Chinese Dictionary" explained Road, runs counter to bèi dào ér chí, back: back; Road: Road; Chi: running. Ran the opposite direction. Compared each other's exactly the opposite direction and purpose. 【From: Tang • Liu Zongyuan "<Yang commentary matter Collection> after the sequence": "Exploration of the remaining corner, phase and run in the opposite direction on the Road, their last弥远." 【Example】: Mr. Daoxue a result of the ban and thus, although much like ~, in fact, it is affiliated. ◎ Lu "grave • Speaking of teeth from the beard." 【Synonym】: nothing, just the opposite, the North House Fitness Chu】 【Antonyms: exactly the same, to keep pace】 【syntax: Partial official; for predicate; described more run farther, never achieving its purpose. In fact, in the "Art of War" often have to "run counter to" the classic application of the simplest "of city" is an opposite case. In fact, these applications are "a last resort and used." A friend of my own experience for some. There is a team, after a number of special turmoil, the people insecure, unstable situation, the team goes by the serious, middle-manager level and above and a considerable number of staff have left, and the friend was instructed to take over governance. The first thing to take over is the cohesion of the people, "the opposite" to the management of long-term drive and motivation as the breakthrough point, the transfer of the team's attention, and a concrete manifestation of the way is the wind Daniudi, engage in the Great Leap Forward, in the process in the progressive realization of the state to reverse the upgrade and enhance the results. In this sense, that is, words and deeds of the "opposite" of the application, or application of the opposite. Says the king is also. Different words and deeds, and ominous, and a last resort and used, caution. The result is the opposite of the application to resolve the status issue, solve the stability problems, and gradually formed on the basis of a state to stabilize the situation. On this basis, the formation of a new stage in the completion of the goals and objectives of methods, at this stage, it should be as good as its word out, plans should be implemented, should be the implementation of reward and punishment system. Therefore, contingency management is the art, can not be dogmatic, dogmatism, or full take two of the few Western Management form or dogma, is to the problem. The author and the author of a regular teacher to discuss similar issues, we discuss the business when the ideal and reality, I am truthfully say that the instructors, the ideal direction, but is the foundation alive. If you die, there would be no basis for the realization of the ideal. At the operational level so that if the first is alive, then first of all is stable on the basis of net profit, which is the core, and the War of Resistance Against Japan on and destroying the enemy's effective strength is the same core. In the words based on the trip was "to do" aspects, the key is to grasp all the details of the depth and consideration. The author details his own practice in the process, through the deepening of the details and correct their own behavior, such as reviewing the tireless efforts and found a "transportation" aspect of the importance of attention to details. To put it simply, we Nanjing Road in Shanghai, walking around, if the walk, that is, "the" pay no attention to the way the course of the case, pay no attention to people and vehicles around, pay no attention to the red signal, may be out of things. However, walking on Nanjing Road in the act, the more experience and habits. A woman living in Shanghai, or she is to eat low and intelligence in general, but she walked in the Nanjing Road, it is normal; a remote county of the county party secretary, or university students, who never been as long as the big cities, he first to walk on the road in Nanjing, Shanghai, and its temperament, behavior, each one will be able to see the details of his walk and adapt to complex rules of the road cities are bound to exist in many aspects of adaptive action. This point of view that sometimes "line" is a habit, including the practical and pragmatic way to pay attention to the details of implementation, focusing on how to achieve the objective of thinking to do, the ultimate aim is to develop a good habit in itself is a good habit half way to success. Second, modest attitude and Toshiyuki Nagon I often say a mentor "to know and do." Easy to know one thing, relatively speaking, to do one thing is another realm. Simply know how to swim, I jump to the sea to swim, many read the book and did not really have a lot of swimming drowned. People sitting in a classroom reading of "How to swim" in the book is simple, know their own minds, this is only the study; but if the sea on the trip, the mentality is different, because they know the psychological need to swim well, otherwise you will die. In cafes drinking coffee, reading "driving knowledge" of the book, and that attitude is very simple, know how to drive on the line; but open on the highway, it is necessary to concentrate on, otherwise there is danger. Therefore, the modest words, that is the attitude of modesty, caution that the details of the act. For example, we are talking about cases, the study is to modest, but the practice is to take care of, regardless of swimming and driving. Know the process of learning, so is the process of learning. In practice there is still a skills issue, that is, has the ability to complete the behavior problems. Then there is the question of how to improve skills, and improve acceleration. Market practice, to know the process through social practice and practice is the most direct line, but also the most effective, of course, does not mean that useless reading, reading if "apply" to do, it better. In order to be modest and prudent behavior on the line should be sensitive Nagon less blowing large cattle, more than the actual things dry. Social practice, all the empty忽悠and encouragement must be the actual material and actual tangible things to work together. III Summary Some years ago, when I first arrived in Shanghai, the author of a brother, surnamed Gan, had to remind the author that many times, so I must first go down to front-line practice, focus on practice, and to do progress to the market practice, practice and management experience to the specific acts and feelings, and then write what will it be possible to continuously improve the depth, continuous progress, and continuously to the reader some idea of the inspired (reference: South Zong, Zhang Jing-Hong: "Project marketing and the application of PMI system in China" , Shanghai New World, 2005). If not for the frontline of practice, the article is behind closed doors, let alone want to be a Master, is that the author would like to become a general is not how much gold. This is, I share a friend to all readers. Psychology Marketing Research Series 9, speaking from the depth may not be profound or superficial, it is reassuring to note that it is involved in nine of the market practice of the main aspects of activities, and the remaining three areas (marketing environment PEST and SWOT, marketing product life cycle and risk, finance and human resources and legal, not to discuss) we do not start, after all, the remaining three involved is large, and is precisely the scope of management. I hope this series of studies, can provide readers with a broader perspective in order to offer their valuable suggestions. The above is my view, inappropriate, please criticism. The original Simplified Chinese 欢迎与作者探讨您的观点和看法，作者为上海威贞实业有限公司首席顾问师，同时兼任上海世新进修学院教学试验研究所首席研究员，主要定位方向是企业管理和企业营销From EMKT.com.cn管理。联系电话：021-64557469、13918210296，电子邮件： westige.boss@16.com 第 1 2 页 关于作者：
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