【正文】 大國(guó)建設(shè)者 The builder of great power 表明態(tài)度，拉近與政府的關(guān)系 Orient itself, fostering close relations with government 給予目標(biāo)客戶(hù)群信心 Confirm the confidence of target customers 態(tài)度謙遜，引起主流社會(huì)的良好反響 Be modest, rising a good response from the mainstream of society 行動(dòng) 策略 關(guān)于我們 要大力推進(jìn)經(jīng)濟(jì)結(jié)構(gòu)戰(zhàn)略性調(diào)整，更加注重提高自主創(chuàng)新能力、提高節(jié)能環(huán)保水平、提高經(jīng)濟(jì)整體素質(zhì)和國(guó)際競(jìng)爭(zhēng)力。 In China enterprises are rarely relying on 4P to attain great success. 超級(jí)機(jī)會(huì) super opportunity 超級(jí)資源 Super resources 占什么位？謀什么勢(shì)？ Which position to hold? What plan to make? 占據(jù)最大的勢(shì)能位置 在中國(guó)，沒(méi)有任何勢(shì)能大得過(guò)： Occupy the position of the largest potential In China, no potential is more powerful than 國(guó)勢(shì) National Situation 當(dāng)前的國(guó)勢(shì)是什么？ What is the current circumstance? A mainthemed film 主旋律電影 美國(guó)人眼中的今日中國(guó) Today39。 ?In the first half 2023, sales revenue rose 33 percent to 10 billion yuan 世界上?力?再大，也不如?利?大； ?利?再大，也不如?理?大。行動(dòng)策略 Brand Reconstruction 如何讓美卓品牌形成主流價(jià)值 How to create mainstream value for Metso? 中國(guó)人的方式 The Chinese’ s way 謀勢(shì)不謀子 Plan for the whole not the part 善弈者， 謀全局不謀一隅， 謀勢(shì)不謀子！ People who good at playing chess are planning for the sake of whole situation instead of a part. 重位不重力 Attach importance to the position not the strength 提領(lǐng)而頓、 百毛皆順！ 蒙牛： 強(qiáng)壯中國(guó)人 ——緊追國(guó)運(yùn)國(guó)情之勢(shì)，從無(wú)到有成為中國(guó)乳業(yè)之王 Mengniu: Make Chinese Stronger – in accordance with the national situation and being the leader of dairy industry in China ? 1999年 8月蒙牛集團(tuán)成立，注冊(cè)資本金 100萬(wàn)元人民幣 。解讀生態(tài) s 4 trillion yuan investment structure The overview of highway constructions in 2023 Area Project Company Nature of Enterprise 北京 京臺(tái)高速（北京段） 首發(fā)集團(tuán) Stateowned 京包高速（五環(huán)至六環(huán)段） 京開(kāi)高速（榆垡－市界） 京石第二高速（北京段） 密涿高速（北京段） 遼寧 鐵嶺至朝陽(yáng)高速 中交第四公路工程局有限公司 Stateowned 本溪至遼中高速 中鐵 17局 5公司 Stateowned 沈大高速 中鐵 19局 3公司 Stateowned 土羊高速 中交一航局三公司 Stateowned 濱海公路 中鐵 13局 1公司 Stateowned 上海 A15高速 路橋集團(tuán)、中鐵四局等 Stateowned A16高速 中交一局六公司等 Stateowned 安徽 阜周高速 阜陽(yáng)市公路工程有限公司 Stateowned 六武高速 中國(guó)十七冶、中鐵 4局 4公司 Stateowned 浙江 寧波繞城高速東段 中鐵 16局 3公司、浙江交建集團(tuán) Stateowned 江西 武吉高速 中鐵 1局 4公司、中鐵 14局 1公司 Stateowned 廣東 廣梧高速河口至平臺(tái)段 中鐵 9局 Stateowned 湖北 麻竹高速 湖北楚天公司、天津國(guó)泰恒生公司 Private 四川 廣陜高速 中交第二工程局 Stateowned 樂(lè)宜高速 中鐵 14局 1公司 Stateowned 綿遂高速 中鐵 2局 Stateowned …………………… 鐵路與公路大中型項(xiàng)目：目標(biāo)客戶(hù)群構(gòu)成很單純 The railway and highway large and mediumsize projects: the structure of the target customer group is simple. 95%以上屬?lài)?guó)資委旗下企業(yè) Over 95% of target customers belong to Stateowned Assets Supervision and Administration Commission of the State Council (SASAC) 中鐵建、中鐵工又占有較大比重 China Railway Construction Corporation account for a large proportion 如何與之溝通？ How to municate with them? 如何促使其做出購(gòu)買(mǎi)決策？ How to persuade them to make the purchase decision? 目標(biāo)客戶(hù)群的中國(guó)特色 The Chinese characteristics of target customer groups 國(guó)企 ≈政府 Stateowned Enterprises ≈Government ? 有級(jí)別，有體制內(nèi)體制外之分 ? 代表政府意志，行使市場(chǎng)權(quán)力 ? 政府官員與企業(yè)經(jīng)理人相通 ? Differentiated by levels and if it is in or out of the system ? To exert the market power on behalf of the government will ? The officers and enterprise managers are interlinked. 姓名 name 曾任 Former Position 現(xiàn)任 Current Position 周永康 中石油總經(jīng)理 政治局常委，政法委書(shū)記 王岐山 建設(shè)銀行行長(zhǎng) 國(guó)務(wù)院副總理 衛(wèi)留成 中海油董事長(zhǎng) 海南省省長(zhǎng) 李小鵬 中國(guó)華能集團(tuán)總經(jīng)理 山西省副省長(zhǎng) 竺延風(fēng) 中國(guó)一汽集團(tuán)總經(jīng)理 吉林省副省長(zhǎng) …………………… 首先，必須明確溝通對(duì)象 First, nail down the person who we municate with 不是各個(gè)國(guó)企 而是各個(gè)國(guó)企的主要決策人 Instead of the enterprise, we municate with its decisionmaker. 然后，進(jìn)一步明確他們的角色 Then, further clarify their roles 官員身份＞ ＞企業(yè)負(fù)責(zé)人 Officer＞ ＞ Company Leader ? …… 國(guó)有資產(chǎn)的保值增值 …… ? ? …maintaining and increasing the value of State owned assets… ? ——國(guó)企的報(bào)告中最常用的句式 The most monly used sentence in Stateowned enterprises’ report 保值是第一位的 The most important is to hedge in value 增值未必有功 Increasing the value may not be an achievement, 流失一定是罪 but the loss must be a guilt. 意味著：首先是做穩(wěn)，然后才是做好 That means: hedging the value es first. 決策安全 Make a safe decision 紅透中國(guó)官場(chǎng)的曾國(guó)藩 Tseng Kuofan, the most popular officer in Chinese officialdom 保官最穩(wěn)、做官最好、升官最快 In order to secure the official position, he just tried his best to make safe decisions and, as a result, got promoted the fastest. 大家都說(shuō)好 Approved by a group 領(lǐng)導(dǎo)說(shuō)好 Approved by the leaders 集體決策的 Decided by a group 決策安全?三要素? 3 elements of safe decision 如何促成購(gòu)買(mǎi)決策？ How to promote a purchase decision? 怎樣讓他們感覺(jué)到安全？ How to make them feel safe? 打造主流價(jià)值：讓大家都說(shuō)好 Create mainstream value: everyone approves it 建立高層關(guān)系：讓領(lǐng)導(dǎo)說(shuō)好 Establish highlevel relations: leaders approve it 集體決策無(wú)反對(duì)意見(jiàn) No disagreement in group decision 重構(gòu) 品牌 關(guān)于我們 In fact, it will never be back to normal. What they didn’ t know is that China is a brand new ecosystem on the pla. Following the chaotic transition period is a renascent age where new business form and