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• 作者：Shirleysays 发布时间：2022-11-14 09:59:09

  #

• 作者：玉儿 发布时间：2013-11-27 14:25:40

  Q：1216634361

  古玩爱好者聚集地

  Q群：327939202

  网站：www.jya168.cn

• 作者：kayoko 发布时间：2020-03-30 23:31:16

  一般

• 作者：公子雅 发布时间：2024-05-13 15:13:42

  2024.05.11。

• 作者：水月神 发布时间：2012-07-01 09:53:52

  本科研究生時都借過。

• 作者：usless 发布时间：2022-02-16 15:48:58

  我们的时代

• “定位”的动态管理

  作者：乡村土狼 发布时间：2011-04-06 13:18:31

  “定位”的动态管理

  评《重新定位》

  读《重新定位》，最好和《定位》对比来读更有意思。《定位》是该套营销丛书的代表作，而《重新定位》是作者的封笔之作。

  特劳特的营销理念非常重视“竞争”理念，在《定位》中他就曾经这样描述重新定位的：由于空位太少，公司必须通过给已经在人们心智里占有的竞争对手重新定位来创建空位。换言之，要想使一个新理念或新产品进入人们的心智，你必须先把人们心智里原有的相关观念或产品排挤掉。市场就那么大，你要让新产品获得份额，或者让现有产品的份额进一步扩大，那么你就需要调整潜在顾客心智中的认知。调整后的结果就是你从市场中获取了新的份额，而你的竞争对手就相应要减少份额：你的成功是建立在竞争对手的“失败”上的。

  《重新定位》就是在这个理念上进行的一种延伸，“定位”是根据战场中的敌情制定战略，而“重新定位”则是根据不断变化的敌情进行战略上的调整。定位需要逆向思维：从潜在消费者开始，而不是从自己开始。重新定位的成功来自外向思维，这才是市场所在：重新定位更注重针对竞争对手的策略进行营销策略上的调整。在宏观经济变化、政策调整和技术革新之后，顾客的需求会有对应的变化，而各个公司都会根据上述的变化进行营销层面上的更新；注重“竞争意识”的重新定位首当其冲会瞄准竞争对手，根据对竞争对手策略（或者对竞争对手可能采取策略的与其）进行定位的重新设计，以达到战胜对手的目的。

  《定位》和《重新定位》都是基于这样的一个假设上：产品已经定型，或者公司认为已经足够地有特色，而根据这个产品进行的营销设计。在这个假设的基础上，作者围绕如何获取销售额的最大化而努力的营销理念，对于具体的实际营销操作上应该有很大的借鉴意义。其中的很多营销理念也在中国得到推广和应用。例如其中的“为了增长而增长可能是一个陷阱”、“ 重新定位游戏通常归结为选择一个正确的词语，这是一场认知战，词语就是你的武器”、“ 尽量不要对你的定位和重新定位战略进行过多调研和思考，诀窍是保持简单明了”等等。

  但是将产品和营销隔离来看，有时候则会显得单薄，就像我们分别对待价值和价格一样。公司的基业长青更多是基于产品，而不是营销；但产品的优秀不一定能确保公司的卓越。营销上的很多理念可能都是这样，他们的偏颇中又带有真理，使得我们不得不相信，用汤姆 彼得斯的话来说是：我们是唯一一个相信情况会不断变好的社会，于是人们不断被像我这样的人欺骗。

  从某种意义上说，我更赞同的是“动态管理”这一思想，企业在经营管理过程中，通过外部环境的预测、内部数据分析，对经营策略、管理手段进行适时调整和对计划进行修改和补充。从这一点说，重新定位是对定位的一种动态管理吧。

• 经典段落汇总 My Favorite Quotes from the Book (Full of Spoilers)

  作者：Sophie 发布时间：2010-04-16 23:55:14

  补充一下本书作者在TED的演讲，这个演讲在TED近千个演讲中排名前三(基于观众“Favorite”投票)，尤其后半部分讲得极好，Elizabeth是很有慧根的那种人，这在她的文字和演讲里多有体现，下面是上周刚翻好的中文字幕版本：

  http://www.ted.com/talks/lang/chi_hans/elizabeth_gilbert_on_genius.html

  ＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝＝

  以上为2010年7月更新

  又：2010.11.2看完同名电影有感：如果有好的译者，一本书看原版还是看译本并没有多大区别；如果有好的导演，翻拍电影也能为原书增色不少。可惜，EPL没有那么幸运。这本书的中译本粗躁混乱，可能只传达了原书五成的意思，电影又跳跃无厘头，不先看书很难搞懂。所以，EPL是少数几本我觉得应该尽量看原版的书，毕竟它占据畅销榜近200周，被广为讨论并翻拍电影，是来自于其文字本身的某种力量。

  As a nonfiction reader, this book is out of my genre, so I was surprised that I absolutely enjoyed the book.

  Some critics say that Gilbert was self-absorbing and full of her own feelings and emotions. I totally agree with that, but, since I can relate to all her feelings and emotions, I don't find them selfish, but rather spiritually enlightening.

  Best read so far this year!

  On Travel (very similar to my style)

  ------------------------------------------------

  Still, despite all this, traveling is the great true love of my life. I have always felt, ever since I was sixteen years old and first went to Russia with my saved-up babysitting money, that to travel is worth any cost or sacrifice. I am loyal and constant in my love for travel, as I have not always been loyal and constant in my other loves. I feel about travel the way a happy new mother feels about her impossible, colicky, restless, newborn baby--I just don't care what it puts me through. Because I adore it. Because it's mine. Because it looks exactly like me. It can barf all over me if it wants to--I just don't care.

  I have my own set of survival techniques. I am patient. I know how to pack light. But my one might travel talent is that I can make friends with anybody. I can make friends with the dead. If there isn’t anyone else around to talk to, I could probably make friends with a four-foot-tall pile of sheetrock. That is why I’m not afraid to travel to the most remote places in the world, not if there are human beings there to meet. People asked me before I left, “do you have friends there?’ and I would just shake my head no, thinking to myself, but I will.

  On Life

  ----------

  "There are only two questions that human beings have ever fought over, all through history. How much do you love me? and Who's in charge? Everything else is somehow manageable. But these two questions of love and control undo us all, trip us up and cause war, grief and suffering."

  "It's better to live your own life imperfectly than to imitate someone else's perfectly."

  "Virginia Wolf wrote, 'Across the broad continent of a woman's life falls the shadow of a sword.' On one side of that sword, she said, there lies convention and tradition and order, where all is correct. But on the other side of that sword, if you're crazy enough to cross it and choose a life that does not follow convention, 'all is confusion.' Nothing follows a regular course. Her argument was that the crossing of the shadow of that sword may bring a more interesting existence to a woman, but you can bet it will be more perilous."

  "People think a soul mate is your perfect fit, and that's what everyone wants. But a true soul mate is a mirror, the person who shows you everything that is holding you back, the person who brings you to your own attention so you can change your life.

  A true soul mate is probably the most important person you'll ever meet, because they tear down your walls and smack you awake. But to live with a soul mate forever? Nah. Too painful. Soul mates, they come into your life just to reveal another layer of yourself to you, and then leave.

  A soul mates purpose is to shake you up, tear apart your ego a little bit, show you your obstacles and addictions, break your heart open so new light can get in, make you so desperate and out of control that you have to transform your life, then introduce you to your spiritual master..."

  "When I get lonely these days, I think: So BE lonely, Liz. Learn your way around loneliness. Make a map of it. Sit with it, for once in your life. Welcome to the human experience. But never again use another person's body or emotions as a scratching post for your own unfulfilled yearnings."

   

  "Life, if you keep chasing it so hard, will drive you to death. Time - when pursued like a bandit - will behave like one, always remaining one county or one room ahead of you, changing its name and hair color to elude you, slipping out the back door of the motel just as you're banging through the lobby with your newest search warrant, leaving only a burning cigarette in the ashtray to taunt you. At some point you have to stop because it won't. You have to admit that you can't catch it. That you're not supposed to catch it. At some point, you gotta let go and sit still and allow contentment to come to you."

  "Faith is walking face-first and full-speed into the dark. If we truly knew all the answers in advance as to the meaning of life and the nature of God and the destiny of our souls, our belief would not be a leap of faith and it would not be a courageous act of humanity; it would just be... a prudent insurance policy."

  On Happiness

  --------------------

  "[My guru] says that people universally tend to think that happiness is a stroke of luck, something that will maybe descend upon you like fine weather if you are fortunate enough. But that's not how happiness works. Happiness is the consequence of personal effort. You fight for it, strive for it, insist upon it, and sometimes even travel around the world looking for it. You have to participate relentlessly in the manifestations of your own blessings. And once you have achieved a state of happiness, you must never become lax about maintaining it..."

  "He showed me a sketch he'd drawn once during meditation. It was an androgynous human figure, standing up, hands clasped in prayer. But this figure had four legs, and no head. Where the head should have been, there was only a wild foliage of ferns and flowers. There was a small, smiling face drawn over the heart.

  "To find the balance you want," Ketut spoke through his translator, "this is what you must become. You must keep your feet grounded so firmly on the earth that it's like you have four legs, instead of two. That way, you can stay in the world. But you must stop looking at the world through your head. You must look through your heart, instead. That way, you will know God." "

  "The great Sufi poet and philosopher Rumi once advised his students to write down the three things they most wanted in life. If any item on the list clashes with any other item, Rumi warned, you are destined for unhappiness. Better to live a life of single-pointed focus, he taught. But what about the benefits of living harmoniously among extremes? What if you could somehow create an expansive enough life that you could synchronize seemingly incongruous opposites into a worldview that excludes nothing?"

   

  On Spiritual Belief

  -------------------------

  "In the end, what I have come to believe about God is simple. It's like this--I used to have this really great dog. She came from the pound. She was a mixture of about ten different breeds, but seemed to have inherited the finest features of them all. She was brown. When people asked me, "What kind of dog is that?" I would always give the same answer: "She's a brown dog." Similarly, when the question is raised, "What kind of God do you believe in?" my answer is easy: "I believe in a magnificent God.""

  "I'm here. I love you. I don't care if you need to stay up crying all night long, I will stay with you. There’s nothing you can ever do to lose my love. I will protect you until you die, and after your death I will still protect you. I am stronger than Depression and I am braver than Loneliness and nothing will ever exhaust me."

  "'Go back to bed', said the omniscient interior voice, because you don't need to know the final answer right now, at three o'clock in the morning on the Thursday in November. 'Go back to bed', because I love you. 'Go back to bed', because the only thing you need to do for now is get some rest and take good care of yourself until you do know the answer."

  On Love (I know I never loved anyone, but reading this, I guess I never will)

  -----------------------------------------------------------------------------------------------------

  It all comes down to one simple question: "Do you want your belly pressed against this person's belly forever --or not?"

  "If I love you, I will carry for you all your pain, I will assume for you all your debts (in every definition of the word), I will protect you from your own insecurity, I will protect upon you all sorts of good qualities that you have never actually cultivated in yourself and I will buy Christmas presents for your entire family. I will give you the sun and the rain, and if they are not available, I will give you a sun check and a rain check. I will give you all this and more, until I get so exhausted and depleted that the only way I can recover my energy is by becoming infatuated with someone else."

  "The only thing more unthinkable than leaving was staying; the only thing more impossible than staying was leaving. I didn't want to destroy anything or anybody. I just wanted to slip quietly out the back door, without causing any fuss or consequences, and then not stop running until I reached Greenland."

  On Child (cannot agree more)

  -----------------------------------------

  "Having a baby is like getting a tattoo on your face. You really need to be certain it's what you want before you commit."

  "Until I can feel as ecstatic about having a baby as I felt about going to New Zealand to search for giant squid, I cannot have a baby."

  "As I got older, I discovered that nothing within me cried out for a baby. My womb did not seem to have come equipped with that famously ticking clock. Unlike so many of my friends, I did not ache with longing whenever I saw an infant. (Though I did ache with longing, it is true, whenever I saw a good used-book shop.)"

   

  On Pleasure

  -----------------

  Generally speaking, though, Americans have an inability to relax into sheer pleasure. Ours is an entertainment-seeking nation, but not necessarily a pleasure-seeking one. Americans spend billions to keep themselves amused with everything from porn to theme parks to wars, but that’s not exactly the same thing as quiet enjoyment … Americans don’t really know how to do nothing. This is the cause of that great sad American stereotype — the overstressed executive who goes on vacation, but who cannot relax.

   

  For me, though, a major obstacle in my pursuit of pleasure was my ingrained sense of Puritan guilt. Do I really deserve this pleasure? This is very American, too — the insecurity about whether we have earned our happiness. Planet Advertising in American orbits completely around the need to convince the uncertain consumer that yes, you have actually warranted a special treat. This Bud's for You! You Deserve a Break Today! Because You're Worth It! You've Come a Long Way, Baby! And the insecure consumer thinks, Yeah! Thanks! I AM gonna go buy a six-pack, damn it! Maybe even two six-packs! And then comes the reactionary binge. Followed by the remorse. Such advertising campaigns would probably not be as effective in the Italian culture, where people already know that they are entitled enjoyment in this life. The reply in Italy to "You Deserve a Break Today" would probably be, Yeah, no duh. That's why I'm planning on taking a break at noon, to go over to you house and sleep with your wife."

   

  "You were given life; it is your duty (and also your entitlement as a human being) to find something beautiful within life, no matter how slight."

  "I think I deserve something beautiful."

   "The more exquisitely and delightfully you can do nothing, the higher your life's achievement."

  "Please go to this pizzeria. Order the margherita pizza with double mozzarella. If you do not eat this pizza when you are in Naples, please lie to me later and tell me that you did. -- 'Giovanni'