作者：张京宏
时间:2022.2.16
《道德经》是先秦哲学经典，共81章。其中前37章为道经，后44章为德经。道为体，德为用。近期接触了不少创业者，交流了不少，聆听了创业者对市场目标分析、渠道、运营、定价、定位各方面之想法，颇有体会。
一、关于创业营销战略定位分析的信息和数据来源
不少创业者进行营销战略定位，主要依靠大数据获得信息。大数据可以参考，但不能唯大数据论。大数据说明的是宏观情况和整个行业情况，每个创业者应当更加重视并结合自身实际资源、能力等微观层面因素更加深刻地脚踏实地分析。仅仅瞭望宏观大数据，忽视自身内因剖析，极可能骑着自行车掉进路边深水坑，栽大跟头。《道德经》第24章说：“企者不立，跨者不行。”意思是说，踮起脚跟想站的更高实际却站立不稳，跨起大步想要走的更快实际反而走不快，欲速则不达。
二、关于创业营销战略定位分析的立足点
创业者营销战略定位分析，应当从消费者需求出发，而非从供应出发。从消费者需求出发，首先要洞察需求，发现痛点，其次再从供应视角出发，提供产品和解决方案。这个逻辑顺序非常重要。《道德经》第28章说：“知其雄，守其雌，为天下溪。……知其白，守其黑，为天下式。”雌雄，黑白，从哲学上可以抽象归纳为事物矛盾运动的辩证对立同时统一的两个方面，再以马克思主义方法论之演绎法延伸为供求两方面矛盾之分析。
当代条件下，确定营销战略定位的立足点应当是消费者需求，从需求出发，提供产品和解决方法。供求矛盾运动决定了均衡价格运动轨迹。一个行业刚刚兴起，需求刚刚被洞察，属于市场创新和发展期，供小于求，供求曲线矛盾运动关系中供应曲线左移，均衡价格升高，且均衡价格远高于供应方成本价格，两者之差即利润空间也相对高，于是快速发展，对竞争市场来说，很快许多供应方加入，供应增加，供应曲线右移，供求均衡价格降低，行业利润降低，市场到成熟期；然后供应方继续增加（包括销售总监跳槽成立公司、资方为追求高回报涌入等），竞争继续加剧，供求均衡价格继续降低以至于逼近成本价格。（参考：《利息伦理和借贷投融资》，张京宏 著，经济日报出版社，2019年4月版）当竞争加剧到边际收益等于边际成本，即每增加一个单位投入带来的效益增加刚刚是一个单位收益时候，边际利润为零。行业发展饱和。所有竞争性市场模型，包括寡头市场竞争，最终均是如此，垄断行业则不同。
所以营销战略定位立足点分析务必要知道，所要创业的行业是竞争性行业还是垄断行业，自身核心竞争力是什么，是否可以快速被市场复制，项目收益稳定性和融资能力等也要深入分析思考。
三、关于创业营销战略定位分析的发展观
发展观是关于发展过程的观点。创业者营销战略定位后，具体如何发展，以怎样节奏发展，也是个重要问题。《道德经》第40章说：“反者道之动，弱者道之用。”从辩证唯物主义立场出发来看，任何事物发展和螺旋式上升运动都是由其反面因素促进的，任何事物发展过程规律也是从是弱小逐渐开始的。
创业者营销战略定位其发展计划步骤，比如起草路演PPT，或融资说明书，必须要有符合发展规律的逻辑在其中。过分夸大，或大跃进式发展规划，违反事物发展自身客观规律的，必然挫败（参考：《营销传播学》，沈宗南、张京宏 著，世新大学出版中心，2010年）。
有些夸大利润和市场预判已经严重脱离客观实际，就好比向投资人承诺说，我们公司是创业型公司，女员工均能怀孕两个半月就生下七斤重的胖娃娃，包生儿子。这明显违反了目前人类十月怀胎的基本普遍性，也违背了生育性别自然随机平衡客观规律。
四、小结
《道德经》第45章说：“大成若缺，其用不弊。”真正符合规律和市场需求的营销战略定位或规划，貌似残缺，有各种各样不足，但却能源源不断、不衰竭地成长和发挥作用。相反，过于完美的故事，和过于诱惑的利润承诺，往往潜伏着鲜花表面下的铁链和陷阱。无论是创业者，或是投资人，或是经销商，或是代理商，均应谨慎分析识别。只有选择了合适自身的脚踏实际的定位和道路，前途或有坎坷但最终开阔光明。（完）
The Enlightenment of Tao Te Ching on Marketing Strategic Positioning of Entrepreneurs (Chinese and English bilingual version)
Author: Zhang Jinghong
Time: 2022.2.16
Tao Te Ching is a pre-Qin philosophical classic with a total of 81 chapters. The first 37 chapters are Dao Jing, and the last 44 chapters are De Jing. Tao is the body, virtue is the use. Recently, I have been in contact with many entrepreneurs, exchanged a lot, and listened to the ideas of entrepreneurs on market target analysis, channels, operations, pricing, and positioning, and I have a lot of experience.
1. Information and data sources on the analysis of entrepreneurial marketing strategic positioning
Many entrepreneurs rely on big data to obtain information for their marketing strategy positioning. Big data can be referred to, but not only big data theory. Big data describes the macro situation and the entire industry situation. Every entrepreneur should pay more attention to and analyze more deeply and down-to-earth in combination with their own actual resources, capabilities and other micro-level factors. Just looking at the macro big data and ignoring the analysis of your own internal factors, it is very likely that you will fall into a deep puddle on the side of the road while riding a bicycle, and you will have a big somersault. Chapter 24 of the Tao Te Ching says: "Those who stand up cannot stand, and those who cross cannot stand." This means that those who stand on tiptoe and want to stand higher are actually unsteady, and those who take strides and want to walk faster are actually If you can't go fast, you can't go fast.
Second, the foothold of the analysis of the strategic positioning of entrepreneurial marketing
The analysis of entrepreneurial marketing strategy positioning should start from consumer demand rather than supply. Starting from consumer demand, we must first gain insight into demand and find pain points, and then provide products and solutions from the perspective of supply. This logical order is very important. Chapter 28 of the Tao Te Ching says: "Know the male and guard the female, and it is the stream in the world. ... Knowing the white and keeping the black is the world's style." Male and female, black and white, can be abstractly summed up as the contradiction of things philosophically. The two aspects of the movement's dialectical opposition, which are unified at the same time, are extended to the analysis of the contradiction between supply and demand by the deductive method of Marxist methodology.
Under contemporary conditions, the foothold of determining the positioning of marketing strategy should be consumer demand, starting from demand, providing products and solutions. The contradictory movement of supply and demand determines the trajectory of equilibrium price movement. An industry has just emerged, the demand has just been discerned, it belongs to the market innovation and development period, the supply is less than the demand, the supply curve shifts to the left in the contradictory movement relationship between the supply and demand curve, the equilibrium price rises, and the equilibrium price is much higher than the cost price of the supply side. The difference, that is, the profit margin is relatively high, so it develops rapidly. For the competitive market, many suppliers will soon join, the supply will increase, the supply curve will shift to the right, the equilibrium price of supply and demand will decrease, the industry profit will decrease, and the market will mature; then supply The number of parties continued to increase (including the sales director jumping to set up a company, the influx of capital in pursuit of high returns, etc.), the competition continued to intensify, and the equilibrium price of supply and demand continued to decrease until it approached the cost price. (Reference: "Interest Ethics and Lending, Investment and Financing", by Zhang Jinghong, Economic Daily Press, April 2019 edition) When competition intensifies to the point where marginal revenue equals marginal cost, that is, the increase in benefits brought by each additional unit of input is just one At unit revenue, the profit margin is zero. Industry development is saturated. This is ultimately true of all competitive market models, including oligopolistic competition, but not monopolistic industries.
Therefore, in the analysis of the marketing strategy positioning and foothold, you must know whether the industry you want to start a business is a competitive industry or a monopoly industry, what is your core competitiveness, whether it can be quickly replicated by the market, and in-depth analysis and thinking about the stability of project income and financing capabilities. .
3. The development view on the analysis of the strategic positioning of entrepreneurial marketing
A development perspective is a view of the development process. After the entrepreneur's marketing strategy is positioned, how to develop specifically and at what pace is also an important issue. Chapter 40 of Tao Te Ching says: "The action of the opposite is the action of the Tao, and the Tao of the weak is used." From the standpoint of dialectical materialism, the development and spiral upward movement of any thing are promoted by its negative factors, and everything is driven by its negative factors. The law of the development process also starts from the weak and gradually.
Entrepreneurs’ marketing strategy positioning their development plan steps, such as drafting a roadshow PPT, or financing statement, must have logic that conforms to the law of development. Exaggerated, or Great Leap Forward-style development planning, which violates the objective laws of the development of things, will inevitably be frustrated (Reference: "Marketing Communication", by Shen Zongnan and Zhang Jinghong, Shih Hsin University Publishing Center, 2010).
Some exaggerated profits and market predictions are seriously out of line with objective reality. It is like promising to investors that our company is a start-up company, and female employees can give birth to a 7-pound fat baby within two and a half months of pregnancy, and give birth to a son. This obviously violates the basic universality of human pregnancy in October, and also violates the objective law of natural random balance of reproductive sex.
4. Summary
Chapter 45 of the Tao Te Ching says: "If a great success is lacking, its use is not harmful." The marketing strategy positioning or planning that truly conforms to the laws and market demands seems incomplete and has various deficiencies. Grows and functions exhaustively. On the contrary, stories that are too perfect and promises of profit that are too tempting often lurk chains and traps beneath the surface of flowers. Whether it is an entrepreneur, an investor, a distributor, or an agent, it should be carefully analyzed and identified. As long as you choose a practical position and path that suits you, the future may be bumpy but ultimately bright. (Finish)