25 Influential Figures Shaping China's Marketing Landscape

Author: Zhong Chaojun
Publisher:
Publish Date: 2005-07-01
Features: This book uses the personal experiences of marketing masters to interpret the essence of marketing, recording the marketing adventures and successes and failures of 25 extraordinary individuals in the history of Chinese marketing, and condensing the thoughts of 25 marketing masters. Jointly created by numerous marketing experts, corporate practitioners, and media, it documents the marketing adventures and successes and failures of 25 outstanding figures in the process of Chinese marketing. Through the personal experiences of Chinese marketing masters, it interprets the mysteries of Chinese marketing. Condensing the essence of the thoughts of 25 marketing masters, it showcases the rapid development of Chinese marketing over 25 years. Ni Runfeng, Zhang Ruimin, Ni Gen shin, Pan Shiyi, Ma Huateng, Lu Taihong, Li Guangdou
This book breaks the long-standing monopoly of traditional marketing books by the dual models of "theory for theory" and "practice for practice," transcends the artificial barriers between marketing theory and practice, ands the real-life marketing stories with blood and flesh. With the authentic personalities and business warfare of 25 influential figures in Chinese marketing, it vividly portrays the rapid growth of Chinese marketing since the reform and opening-up, outlining the evolution and transformation of Chinese marketing thought. By telling the true stories of 25 individuals, the book showcases the charisma and footsteps of true marketing masters, the authenticity and origins of true marketing thoughts, and the practice and validation of true marketing tools, shaking the depths of our souls through time and space. Navigating through it, you can deeply feel the specific heroes shaped by specific eras, and while marveling at their extraordinary journeys, you can also trigger reflections on the present and future of Chinese marketing.
Following the development of Chinese marketing since the reform and opening-up, this book truthfully records and objectively comments on the legendary experiences of 25 business figures in China, revealing the profound impact of their marketing adventures and successes and failures on the development of Chinese marketing, and painting a vivid realistic picture of Chinese marketing for readers. Among them, there are marketing artists like Ni Runfeng, Ren Zhengfei, Zhang Ruimin, and Li Dongsheng who excel in driving enemies like tigers and achieving great success; marketing masters like Zong Qinghou, Ni Gen shin, and Yang Yuanqing who are skilled in resource integration and achieving status in marketing tactics with unique insights; marketing "gamblers" like Huai Hanxin, Shi Yuzhu, and Huang Guangyu who dare to bet everything and win against the odds; marketing new elites like Pan Shiyi, Ma Huateng, and Ma Yun who dare to break through traditional barriers and take the lead within the rules; and marketing strategists like Lu Taihong, Ye Maozhong, and Li Guangdou who act as marketing companions, observers, and advisors behind entrepreneurs.
The legendary business journeys and marketing pursuits of each of the 25 prominent figures in this book perfectly answer these questions! Ni Runfeng knew that consumers in the 1990s needed affordable color TVs andly reduced prices, instantly making Changhong the only recognized brand for color TVs everywhere. Amidst the skepticism surrounding the health product industry, Shi Yuzhu stubbornly seized on the emotional needs of the Chinese people, making "gifting with Nao Baijin" a fashion trend! Zhang Ruimin, in the era of scarce resources, tapped into consumers' latent "thirst" for quality by smashing refrigerators and raising service standards, building a service-oriented Haier. Meanwhile, Li Yingsheng seized the urgent demand of thousands of marketing personnel on the front lines for marketing knowledge and seized the opportunity to launch 《Sales and Market》. More importantly, the prominent figures consciously or unconsciously extended the concept of customers: not just those who directly purchased their products, but also mid-to-high-level managers, ordinary employees, investors, upstream suppliers, channel members, the government, and the nation! How to meet the needs of these "broad customers"? All the techniques of "technology is king," corporate culture, process reengineering, MBO, advertising bombardment, event, celebrity strategies, terminal interception, channel alliances and dominance, and government public relations are nothing more than tools!
Thus, the pace of marketing gradually stepped into fields such as internal marketing, public relations marketing, social marketing, and even international marketing. In the book, these prominent figures either won customers and achieved greatness or lost the empires they had painstakingly built in the process. They have contributed not only experience and lessons but also the blueprint for meeting the needs of "broad customers," and the latter is what is truly cherished. Future marketing heroes in China will also face the eternal marketing challenge of "how to win customers," a question without a fixed answer. With what wisdom and methods will they solve it? It is worth looking forward to!
The content of this book is meticulously collected, telling the marketing legends of each prominent figure in the order of their career development. The writing is fluent, and between the lines, it also contains the author's unique insights. Especially the preface and conclusion, which offer critiques of the figures, use colloquial and witty yet incisive language to meticulously analyze their merits and faults, making readers want to applaud! —The author's profound understanding of marketing is fully displayed. How can one laugh and criticize without professional knowledge in a certain field? Professional things that make outsiders also enjoy them must have found a large number of customers with popular reading needs for marketing theory and attempted to meet them in the increasingly economically and marketing-oriented trend of Chinese society!