回顾车企价格战，堪比“阳谋”的营销策略是什么？
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">今天是单仁行<span style="color: black;">陪同</span>您的第</span><span style="color: black;">2955</span><span style="color: black;">天</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/CCX3ibibVvicoSGMN8nERyTNicEYArjatWvJHUxoRbXEiauBEdTN1Pacx2eCIibEyjc4kyk4jF0iaTxqq9ibUQPccCb4Qg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">单仁行</p>
</strong><span style="color: black;"><strong style="color: blue;">今日<span style="color: black;">文案</span>↓↓↓</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">01</span></strong></p><span style="color: black;">在1950年，乔尔·迪安<span style="color: black;">发布</span>了一篇<span style="color: black;">文案</span><span style="color: black;">导致</span>了轰动，这篇<span style="color: black;">文案</span>的名字叫做《新<span style="color: black;">制品</span>定价策略》。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">乔尔·迪安提出了两个极为经典的论断，哪两个论断呢？</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第<span style="color: black;">1、</span><span style="color: black;">制品</span>的定价无比重要，绝对<span style="color: black;">不可</span>靠直觉拍脑门下决定，而是密切关注<span style="color: black;">持续</span>变化的生产与<span style="color: black;">营销</span>成本，在关键时刻，咬紧牙关，一口气把价格定到最低，不要有任何犹豫和侥幸心理。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6ITr9QfJ8Z14CmicyCsxlAeNNCpRa3ysMEsHlzo1eyxOic8wYSpbdfzk2KQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第<span style="color: black;">2、</span><span style="color: black;">针对</span><span style="color: black;">哪些</span>即便是贵一点，但销量还不错的东西，千万不要轻易的降价促销。</span></strong></span><span style="color: black;">这两点<span style="color: black;">始终</span>到今天都被许多企业奉为圭臬，乔尔·迪安<span style="color: black;">亦</span>被<span style="color: black;">叫作</span>为管理经济学的鼻祖。</span><span style="color: black;">当然，<span style="color: black;">为何</span><span style="color: black;">咱们</span>今天单仁行跟<span style="color: black;">大众</span>讲了这么一个故事呢？</span><span style="color: black;"><span style="color: black;">由于</span>从年初<span style="color: black;">起始</span>，随着比亚迪一声“电比油低”的口号，国产新能源车企<span style="color: black;">起始</span>了轰轰烈烈的降价促销，随后，燃油车跟进反击，<span style="color: black;">全部</span>产业打<span style="color: black;">成为了</span>一锅粥，<span style="color: black;">许多</span>车型的定价集体跳水。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoScKOXxjnCIJ3MEy7xI8WNlxCibH9tNq5jibEg0Z9tdMymxHBp61Z4HUI4Hb9VqNOk6Pg3SQU1y9Yag/640?wx_fmt=other&from=appmsg&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">一般</span>会把这种<span style="color: black;">行径</span>理解为“价格战”，是企业故意降价相互厮杀，但随着各大车企一季报的发布和<span style="color: black;">连续</span>的<span style="color: black;">科研</span>。</span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">发掘</span>，单纯用“价格战”去理解今天汽车行业<span style="color: black;">出现</span>的一切，以及车企的决策，毫无疑问是矛盾的。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>要打价格战，早一点，<span style="color: black;">或</span>晚一点都<span style="color: black;">能够</span>打，<span style="color: black;">为何</span>偏偏是<span style="color: black;">此刻</span>？</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span><span style="color: black;">咱们</span>会认为，这是现<span style="color: black;">周期</span>市场格局下一种堪<span style="color: black;">叫作</span>“阳谋”的<span style="color: black;">优良</span>营销策略？</span></strong></span><span style="color: black;"><span style="color: black;">咱们</span>接着故事继续讲下去。</span><strong style="color: blue;"><span style="color: black;">02</span></strong><span style="color: black;">乔尔·迪安虽然给出了两个经典的论断，但还只是通俗<span style="color: black;">道理</span>上的结论，<span style="color: black;">由于</span>要落地执行，还需要<span style="color: black;">思虑</span>现实<span style="color: black;">状况</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoRdyFtibvjk2FtiaJah4KBavITzPNKfL5sicXK7ngahNoDlDByJE1oWqlN0Ef1azu7IcZW8neQyoAUUA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">例如</span>说<span style="color: black;">区别</span>行业，<span style="color: black;">区别</span><span style="color: black;">制品</span>，到底需要什么样的价格策略呢？<span style="color: black;">咱们</span>面对不<span style="color: black;">同样</span>的用户和市场，按什么样的<span style="color: black;">规律</span>进行决策，在什么时间点促销呢？</span><span style="color: black;">于是，<span style="color: black;">非常多</span>学者<span style="color: black;">起始</span>进一步<span style="color: black;">科研</span>，<span style="color: black;">大众</span>最后都非常认同一个结论：</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">在<span style="color: black;">非常多</span>市场中确实存在着<span style="color: black;">制品</span>的生命周期，这个周期<span style="color: black;">能够</span>分为4个<span style="color: black;">周期</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span>黎明期、成<span style="color: black;">长时间</span>、成熟期与衰退期。</span></strong></span><span style="color: black;"><span style="color: black;">那样</span>，<span style="color: black;">按照</span><span style="color: black;">制品</span>的生命周期去制定营销策略，那不<span style="color: black;">便是</span>对号入座了<span style="color: black;">吗</span>，这<span style="color: black;">亦</span><span style="color: black;">便是</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">PLC战略。</span></strong></span><span style="color: black;">PLC战略的底层<span style="color: black;">规律</span>来自于什么呢？</span><span style="color: black;">在1962年出版的《创新的扩散》一书中，市场营销学大师埃弗雷特·罗杰斯从客户的视角，给出了一个“革命性<span style="color: black;">制品</span>的普及过程”，这<span style="color: black;">亦</span>是后来鼎鼎大名的</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">技术采纳生命周期。</span></strong></span><span style="color: black;">罗杰斯把市场中所有潜在客户<span style="color: black;">针对</span>新<span style="color: black;">制品</span>的态度，分为了5个类别。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">1、</span>创新者，占比2.5%；</p>第<span style="color: black;">2、</span><span style="color: black;">初期</span>采用者，占比13.5%；
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">3、</span><span style="color: black;">初期</span><span style="color: black;">公众</span>，占比34%；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第<span style="color: black;">4、</span>晚期<span style="color: black;">公众</span>，占比34%</p>第<span style="color: black;">5、</span>落后者，占比16%。
</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6ITjsEYz8AUnxNSbOB2J7jjuWuLbm2WrllLzicibiaLUGPY1uAKxeZ4y97zg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">结合<span style="color: black;">制品</span>生命周期的四个<span style="color: black;">周期</span>，<span style="color: black;">咱们</span><span style="color: black;">能够</span>简单描绘出一个<span style="color: black;">制品</span>的营销图景。</span><span style="color: black;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在充满<span style="color: black;">危害</span>的“黎明期”，<span style="color: black;">目的</span>对象是<span style="color: black;">哪些</span>创新者，<span style="color: black;">咱们</span>需要足够的运气，加上合适的价格和专业的推广<span style="color: black;">途径</span>，去吸<span style="color: black;">诱发</span>烧友的<span style="color: black;">重视</span>，让<span style="color: black;">她们</span>为<span style="color: black;">制品</span>买单。</p><span style="color: black;">倘若</span>足够幸运，<span style="color: black;">咱们</span>进入到相对安全的“成<span style="color: black;">长时间</span>”。
</span><span style="color: black;">这个时候，<span style="color: black;">目的</span>对象就会以“<span style="color: black;">初期</span>采用者”与“<span style="color: black;">初期</span><span style="color: black;">公众</span>”为主，这些人会对新生事物比较感兴趣，但<span style="color: black;">她们</span>跟发烧友还有很大差距，<span style="color: black;">尤其</span>是对价格比较<span style="color: black;">敏锐</span>。</span><span style="color: black;"><span style="color: black;">那样</span>，<span style="color: black;">制品</span>就要向<span style="color: black;">公众</span>价格倾斜，<span style="color: black;">况且</span>要<span style="color: black;">尽可能</span>做到极致，宁可亏损<span style="color: black;">亦</span>要在成<span style="color: black;">长时间</span>站稳脚跟。</span><span style="color: black;">当<span style="color: black;">咱们</span>逐渐<span style="color: black;">发掘</span>客户的数量<span style="color: black;">再也不</span>暴增，市场走向<span style="color: black;">亦</span>不是笔直向上，而是<span style="color: black;">逐步</span><span style="color: black;">起始</span>横盘的时候，这<span style="color: black;">亦</span>预示着<span style="color: black;">制品</span>来到了“成熟期”。</span><span style="color: black;">这个时候，“晚期<span style="color: black;">公众</span>”会参与到交易<span style="color: black;">其中</span>，<span style="color: black;">作为</span><span style="color: black;">制品</span>的主力成员。</span><span style="color: black;">最后，当末班车的群体，<span style="color: black;">哪些</span><span style="color: black;">咱们</span>觉得不可能会购买<span style="color: black;">咱们</span><span style="color: black;">制品</span>的“落后者”<span style="color: black;">亦</span><span style="color: black;">起始</span><span style="color: black;">作为</span>客户，而“<span style="color: black;">初期</span>采用者”<span style="color: black;">逐步</span>离场的时候，这<span style="color: black;">亦</span>就<span style="color: black;">表率</span>着<span style="color: black;">制品</span>不可避免地进入了“衰退期“。</span><span style="color: black;">这四个<span style="color: black;">周期</span>、五类人群，加上对应的营销方式，就<span style="color: black;">一起</span>构<span style="color: black;">成为了</span>PLC营销战略。</span><span style="color: black;">营销大师菲利普·科特勒，<span style="color: black;">亦</span>把它写进了著名的《营销管理》这本书中，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>只要确定某个<span style="color: black;">制品</span>在生命周期<span style="color: black;">其中</span>的某个<span style="color: black;">详细</span><span style="color: black;">周期</span>，就<span style="color: black;">能够</span>确定市场<span style="color: black;">目的</span>、应用场景、<span style="color: black;">详细</span>策略。</span></strong></span><span style="color: black;">为了方便理解，我把它总结<span style="color: black;">成为了</span>一个图。（从黎明期、成长期、成熟期到衰退期，<span style="color: black;">包含</span>企业<span style="color: black;">营销</span>规模到<span style="color: black;">制品</span>、价格、<span style="color: black;">途径</span>、促销）</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6ITktD379nE5RUcibJNNAuNvqkYwFvIC3O0hzrEQPicsCSVzE5RyvK5fJtw/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">有了这个图，<span style="color: black;">咱们</span>就能理解<span style="color: black;">为何</span>车企降价、营销方式的变化是预料之内的事情。</span><span style="color: black;"><span style="color: black;">由于</span>这<span style="color: black;">便是</span>趋势，是规律。</span><span style="color: black;"><span style="color: black;">按照</span>中国乘联会的数据，在2022年，中国新能源汽车产业替代率大约是27.6%，<span style="color: black;">步行到</span>了成<span style="color: black;">长时间</span><span style="color: black;">周期</span>，到了2023年渗透率是36%，从成<span style="color: black;">长时间</span>逐步走向成熟期。</span><span style="color: black;">其实，在2023年<span style="color: black;">已然</span><span style="color: black;">显现</span>了<span style="color: black;">有些</span>降价的趋势，但随后被按住，<span style="color: black;">由于</span>汽车市场上的主力，燃油车并<span style="color: black;">无</span>动作，<span style="color: black;">乃至</span>还想<span style="color: black;">加强</span>价格，降价自然<span style="color: black;">亦</span>就<span style="color: black;">无</span>蔓延到全行业，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">转折点出<span style="color: black;">此刻</span>2024年，先是比亚迪在2月的“电比油低”，再有长城、吉利、特斯拉、理想等新能源车企跟进，到4月，<span style="color: black;">已然</span>有超过40家车企降价，彻底掀开了车企攻防的帷幕。</span></strong></span><span style="color: black;">这么做的<span style="color: black;">规律</span>在哪里？是新能源车企单纯的想打价格战，用亏损换市场吗？</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoRuat0lCJtQ8sm3fHeHMx0qZRhiaX5vrvLwNvhTKlYp5VdXwTPU2QY9v3fpwDUK0tJjLWD1EqsmdNA/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">03</span></strong><span style="color: black;">在回顾PLC战略中，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>了一个刻板问题。</span><span style="color: black;">那<span style="color: black;">便是</span>每一步策略都是静态的，我<span style="color: black;">不消</span>在乎自己有什么优点，<span style="color: black;">亦</span><span style="color: black;">不消</span>介意对手的强弱，我只要搞清楚我在哪个<span style="color: black;">周期</span>就行了，我就<span style="color: black;">晓得</span>怎么做了。</span><span style="color: black;">那<span style="color: black;">这般</span>岂不是<span style="color: black;">每一个</span>企业都很容易做了？<span style="color: black;">为何</span>还会有强弱之分呢？</span><span style="color: black;">这就<span style="color: black;">好似</span>父母在小时候跟<span style="color: black;">咱们</span>说，你到了那个年纪，你自然就<span style="color: black;">晓得</span>了。</span><span style="color: black;">但<span style="color: black;">实质</span>上，真的是年纪让<span style="color: black;">咱们</span><span style="color: black;">晓得</span>了怎么做吗？</span><span style="color: black;">滚滚长江东逝水，浪花淘尽英雄，其实是这些年纪里<span style="color: black;">出现</span>的<span style="color: black;">各样</span>故事、经历，才让<span style="color: black;">咱们</span>有了<span style="color: black;">区别</span>的成长轨迹，有了高下之分。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CCX3ibibVvicoRdxDej33tVysjXrFibMicyBtL3lNfibAYjnAJzicC54bDC97h4kcGwPiadh5AK50Adz02SsRnk6jia3TRA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">因此</span>，PLC战略还有一个重要的拼图，那<span style="color: black;">便是</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场是动态的演化，而非静态的推理，市场之<span style="color: black;">因此</span>存在的一个核心概念，<span style="color: black;">便是</span>竞争。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">有竞争才有强弱，有竞争才会推动市场<span style="color: black;">持续</span>前行、演化。</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>，即便<span style="color: black;">咱们</span><span style="color: black;">晓得</span>自己<span style="color: black;">处在</span>哪个生命<span style="color: black;">周期</span>，我<span style="color: black;">亦</span>得搞清楚自己的特长和对手的短板，在强者如林的市场里找到自己的位置，<span style="color: black;">知道</span>自己接下来的<span style="color: black;">目的</span>是谁，要怎么做。</span></strong></span><span style="color: black;">这<span style="color: black;">亦</span>是孙子兵法的一个核心思想：“先为不可胜，以待敌之可胜”。</span><span style="color: black;"><span style="color: black;">首要</span>要分析局势，创造<span style="color: black;">要求</span>让自己能够利于不败之地，<span style="color: black;">而后</span>耐心的等待机会，观察对手给不给<span style="color: black;">这般</span>的机会。</span><span style="color: black;">但<span style="color: black;">倘若</span>对手<span style="color: black;">一样</span>强大，<span style="color: black;">一样</span>是看起来不可战胜，怎么办呢？</span><strong style="color: blue;"><span style="color: black;">04</span></strong><span style="color: black;">在今年的一季度，<span style="color: black;">按照</span>乘联会数据，燃油车没能等来预期的春天。</span><span style="color: black;">在春节过后，比亚迪连带着国产新能源车品牌集体降价，以一种阳谋的方式让燃油车同步降价。</span><span style="color: black;">但燃油车依旧没能挽住颓势，进入了加速下滑的通道，<span style="color: black;">本来</span>高企的势头被打了个措手不及。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6IT6Tehul98H63sjcoZWd3Ft8uwRdS1kUcAiavNiaPsjYNRXXydK61sVpcA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">那样</span>，新能源汽车是不是在用杀敌一千，自损八百的降价策略，去赢得市场呢？</span><span style="color: black;">在车企一季度财报上，<span style="color: black;">咱们</span>看到了意外的<span style="color: black;">状况</span>，以最先降价的比亚迪为例。</span><span style="color: black;">一季度，比亚迪汽车销量62.6万辆，同比增长14%，营收1249亿，同比增长3.97%，<span style="color: black;">营销</span><span style="color: black;">花费</span><span style="color: black;">亦</span><span style="color: black;">增多</span>了46%，这点<span style="color: black;">能够</span>理解，毕竟降价促销了<span style="color: black;">吗</span>。</span><span style="color: black;"><span style="color: black;">然则</span>，比亚迪整体毛利竟然达到了21.85%，还<span style="color: black;">提升</span>了4%，<span style="color: black;">倘若</span>单算汽车业务，毛利大概是28%，比去年还要高。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6IT8xG5icLOUCJRoXkvib2aD8HVQhNfIz2twrn2sFHrXNiboIw4xKhKdSTvg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">咱们</span>又去找了券商的分析报告，比亚迪一季度单车均价是14.17万，同比降低了17.24%，但单车成本是10.19万，同比下降了24.91%，单车毛利是3.98万，还<span style="color: black;">提升</span>了。</span><span style="color: black;"><span style="color: black;">为何</span>价格降了，钱还赚的<span style="color: black;">更加多</span>了？</span><span style="color: black;">一方面是高强度的<span style="color: black;">开发</span>投入，一季度比亚迪在<span style="color: black;">开发</span>上砸了106亿，同比增长了70%，技术的突破和<span style="color: black;">持续</span>下放，让销量有了<span style="color: black;">保准</span>。</span><span style="color: black;">另一方面<span style="color: black;">便是</span>供应链。</span><span style="color: black;"><span style="color: black;">按照</span>1-2月的统计，比亚迪在电池模组、驱动电机、电机<span style="color: black;">掌控</span>器、电池管理系统(BMS)、车载充电机（OBC)、车辆<span style="color: black;">掌控</span>系统(VCU)、电驱动系统、混动发电池、减速器、功率器的供应链装机量上都<span style="color: black;">摆列</span><span style="color: black;">第1</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/CCX3ibibVvicoTm3CiadJGazUXUyVUDUI6IT3Cadhv5ym6H39nw3f5mSfgbV0LVZ0dIWdyTKeHxj04rxHP8xqcLKsg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">供应链成熟的绝对<span style="color: black;">优良</span>，给汽车成本<span style="color: black;">供给</span>了巨大的价格空间。</span><span style="color: black;">回顾王传福2月份在广东省高质量发展大会上说的，今年新能源汽车单月替代率会超过50%。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">再看在4月的前两周，新能源汽车替代率刚好抵达50%。</span><span style="color: black;">这<span style="color: black;">亦</span>就回答了上面<span style="color: black;">咱们</span>所提出的问题，<span style="color: black;">倘若</span>对手<span style="color: black;">一样</span>强大，<span style="color: black;">一样</span>是看起来不可战胜，<span style="color: black;">咱们</span>怎么办？</span><span style="color: black;">孙子说守则不足，功则有余，善守者藏于九地之下，善攻者动于九天之上。</span><span style="color: black;">什么意思呢？</span><span style="color: black;">实力不足的时候，<span style="color: black;">不可</span>贸然进攻，别人血条比你厚，补给比你多，做到最好<span style="color: black;">亦</span><span style="color: black;">便是</span>杀敌一千，自损八百。</span><span style="color: black;">你就得老老实实的守，<span style="color: black;">由于</span>你还不具备获胜的<span style="color: black;">要求</span>，你要补足自己的实力，把它<span style="color: black;">隐匿</span>在别人看不到的<span style="color: black;">地区</span>，再在一点进行<span style="color: black;">忽然</span>的集中突击。</span><span style="color: black;"><span style="color: black;">那样</span>，这个看不到的<span style="color: black;">地区</span>在哪里呢？</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">就在技术，在供应链上。</span></strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">05</span></strong><span style="color: black;">任何一个<span style="color: black;">制品</span>，一个市场，它的发展都是有规律，有生命周期的，都<span style="color: black;">能够</span>让<span style="color: black;">咱们</span>有迹可循的推理出正确的方向。</span><span style="color: black;">但<span style="color: black;">一样</span>，市场是演化的，是动态的，是在竞争中<span style="color: black;">持续</span>发展的。</span><span style="color: black;"><span style="color: black;">无</span>固定<span style="color: black;">通常</span>对号入座的营销策略，<span style="color: black;">仅有</span>在看清了趋势之后，找准自己的位置，<span style="color: black;">持续</span>练就本领，把短处变长处，把长处练更长，把对手眼中的亏本降价，变为自己越打越强的<span style="color: black;">优良</span>，才是<span style="color: black;">每一个</span>企业真正的PLC营销战略，<span style="color: black;">所说</span>“以正和，以奇胜”。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">—</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">责任编辑</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"> | </span></strong><strong style="color: blue;"><span style="color: black;">罗英凡</span></strong></span><span style="color: black;">本文<span style="color: black;">照片</span>均<span style="color: black;">源自</span>于网</span>
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