太阳缘 Sun Garden

崔旭激情来自“超市心态”---《中外管理》2008年2月刊总182期

太阳缘 Sun Garden — Fri, 6 Jun 2008 12:48:43 +0800

凯迪拉克－敢为天下先

注：本文照片拍摄于北京达世行凯迪拉克特约维修店，座驾为CTS。

崔旭 激情来自“超市心态”

文/本刊记者子荷

在职业经理人生涯中，他不仅自己始终洋溢着阳光气息，而且成功地将下属也纳入到这一气场中来.

1983年的夏天，18岁的崔旭请了尊佛回家。一年前，因高考前一个月都在住院，他没考上大学。

他请的是大肚子弥勒佛，并保存至今。

不知是不是这尊弥勒佛的关系，次年崔旭如愿进了清华。此后，他也渐渐对禅、佛越来越感兴趣。但这并不意味着他就是个淡若止水的人，激情、奋进始终是他人生的主旋律。

“这并不矛盾”，崔旭说：“佛是教人为人处事时要先替对方着想，也许听上去很空，但你要真这样做了，就会受益很多。”

崔旭热爱生活，因而热爱工作；感动自己，因而感动别人，并享受被别人感动。在职业经理人生涯中，他不仅始终洋溢着阳光气息，节节上升，并将下属也纳入到这一气场中来——还曾盘活了两个死气沉沉的团队，被他点化成充满激情和奇迹的团队。

他是怎样做到的？

你只是个“超市”

崔旭目前在世界500强企业---约翰迪尔中国区做职业经理人。从1996年底，崔旭便进入外企圈，先后在杜邦中国、阿克苏诺贝尔中国等企业工作。此前，他还在国企蓄势8年之久。

当2004年，崔旭初入约翰迪尔时并不顺利。他接手的是市场调研部，员工都是由合资企业调来的，8个人中半数都曾下过岗，且绝大多数不懂英文，待遇也很低。整个部门已经瘫痪了8个月，士气非常低落。而起初，他对此情况一无所知。

“很多人都想走，甚至我自己。”崔旭说。

但他最终选择了奋起一搏。

“现在走，就是灰溜溜地走，因为没有成绩。还有一条路，就是大家绑在一起干，争取做出一点成绩，把自己的‘股票价格’提上去。”这是第一次部门会上，崔旭的“演讲词”。

接下来，崔旭开始“走上层路线”。

当时，部门年经费是30万，只够维持正常的办公费用。崔旭一下子拿出其中的一半，做了两个调研项目，钱固然花得很凶，质量也极其不错，好评如潮。

在这之前，他经做好铺垫——他拿着两个报告，找到了总经理，与他沟通、了解了他的期望，然后将其分步骤细化、成文，并得到总经理认同，同时也提出了预算。

这次，他又拿着战果找到了总经理：我们花了XX钱，每分钱是怎样花的。最终总经理拍板：给你169万。崔旭知道，预算期已过，总经理是动用了手里的备用金。这一消息迅速在公司内传开，员工们都难以置信，自豪感一下被激发起来，曾经瘫痪的部门开始快速运转起来。

崔旭继续自己的步骤——给每个人设定横向、纵向结合的双职位。即：首先要承担本职工作，这多为区域性的；同时还必须负责全国市场调研部的某一项业务。后者需要调动其他同事来做配合，效果总经理一眼能看得到。

崔旭在团队中挑选了一个资历较老的女员工，她曾做过总经理秘书，属于聪明但不够努力的人。崔旭把一项很重要的工作授权给她，在背后帮她出点子，并动员其他员工配合她。结果，连续三件重大工作，她的表现都很出彩！

接下来，一有机会，崔旭就会跟总经理表达：这名员工应该得到提升、加薪等等。第一次，总经理并没往心里去；再一次，效果稍好；第三次，这个女孩已经出成绩了。崔旭又分别游说其他高层，经过不下九次的推荐，最终这个员工在不到半年的时间里，一下被破格提了两级，成为了主管。

“我就是要不断地推销优秀员工，我要对他们取得的成绩有个交代。”崔旭说， “其实每个人工资涨得并不多，但他们从来没学到的东西，从来没受到的尊重，全都实现了，你说这个部门的人能不活吗？”

可以想见，“翻身”之后，员工迸发出的激情和活力。甚至，其他部门的人都纷纷想调入，这更提升了部门的士气。

有句话说：假如把东西都捏在手里，你只能拿两样，但如果把手里的东西都放开，你就能无限地拿。崔旭深以为然。他认为：放开，是做好领导的真谛。每个人都有种天生的自发向上的愿望，一旦激发出来，势不可挡。你千万不要挡员工的道儿，并且要及时将他的成绩“曝光”。

“如果员工真的非常优秀了，你要主动帮他争取更好的机会，这样就可以换来10个这样的员工。经理人千万不能守，你做的只是个‘大超市’，让好的‘产品’在你这里流动。好的东西来得越多，‘超市’的名气才会越大。”崔旭总结说。

放开，是做好领导的真谛。你做的只是个大超市，让好的产品在你这里流动。好的东西来得越多，超市的名气才越大。

Sunny Cui，

The Fervent Zeal Comes from “Supermarket Attitude”

Composed by Zihe, a reporter of the magazine

During his career as a professional manager, he does not only shine as a young man by himself, but also inspires his workers successfully.

In the summer of 1983, 18-year-old Sunny Cui brought a Buddha statue home. One year ago, he had failed the college entrance examination because he had been hospitalized all the month before that.

It was a Maitreya Buddha Sunny Cui brought home and he still keeps it until now.

He did not know whether it was because of the Maitreya Buddha or not, Sunny Cui achieved as he had wished the next year and became a student of Tsinghua University. After that, he became interested in Zen and Buddhism more and more. However, that does not mean he is a man preferring ordinary life. The mainstream of his life is always full of zeal and vigor.

“This is not in contradiction”, Sunny Cui said: “Buddha tells us that we should think about others at the first place for everything. It may seem like empty words. But if you do so, you will benefit a lot from it.”

Sunny Cui loves life, so loves his work; touches himself, and so touches others, and enjoys being touched by others. During his career as a professional manager, he does not only shine as a young man by himself, and make progress step by step, but also inspires his workers to work hard. There were once two dying groups which had become full of energy and vigor again through his endeavor and had created so much wonders. How did he make it?

You are only a “supermarket”

Now, Sunny Cui is the professional manager of John Deer in China, one of the Top 500 Enterprises of the world. Sunny Cui began to work for foreign enterprise by the end of 1996 and worked in Du Pont China Holding Co, Ltd and Akzo Nobel Company in China successively. Before that, he worked in state-owned enterprise for 8 years to make his preparation.

It was not a smooth way when Sunny Cui started his work in John Deer in 2004. He took over a market research department at that time and the workers have all been transferred from joint enterprises. Half of the eight workers had once been laid off and most of them did not know English at all. The payment was also very low. The department has been collapsed for eight months. Sunny Cui did not know about it at all before that.

“Many people had wanted to go, even myself” Sunny Cui said.

But he chose to take a fight to change it at last.

“If I go now, I will admit my fail because I do not achieve anything. But there is another way. That is let’s work together and try to make some progresses, improve your ‘share value’.” That was what Sunny Cui had said during the first department meeting.

And then, Sunny Cui began his “Superior line”.

At that time, the annual budget for his department was 0.3 million, which was just only enough for normal office expenses. Sunny Cui took half of it to start two research projects. Though it had spent a lot of money, it achieved good results and was highly praised.

Sunny Cui had made good preparation before that – he took two reports to the general manager, communicated with him and knew about his expectation. And then he broke the report into detailed procedures, composed into document and submitted to the general manager for his approval. And meanwhile, he also proposed his budget.

This time he showed their achievements to the general manager and told him how much they have spent and spent on what. Finally, the general manager decided to allocate 1.69 million to him. Sunny Cui knew that it has been overdue for budget allocation. The general manager spared the reserved funds to him. The information was spread within the company rapidly. Nobody could believe it and they felt so proud about that. The lifeless department began to run quickly.

Sunny Cui continued his work – he set horizontal and vertical responsibilities for every one. That is one should undertake his own work at the first place, which is regional work primarily; meanwhile, he should also be responsible for one of the businesses of the market research department at the national level. The latter one needed to motive other colleague to cooperate with them. The effect was clear at a glance for the general manager.

Sunny Cui selected a senior female worker within the team, who had been the secretary of the general manager. She was very smart but did not try her best in the work. Sunny Cui assigned a very important task to her and helped her to work out solutions and motivate other workers to cooperate with her. As a result, she performed excellently in three important tasks consecutively.

And next, Sunny Cui would discuss with the general manager whenever he got a chance - which worker should be promoted, which worker should be paid more etc. At the first time, the general manager did not pay attention to it. And the second time, it was better. And the third time, this girl has achieved good results in her work. Sunny Cui has tried to persuade other superiors separately and finally the girl was promoted as a director by skipping two grades within half a year under Sunny Cui’s recommendation for not less than nine times.

“My purpose is to market excellent workers. I have to recognize what they have achieved”, Sunny Cui said:”actually, it did not pay much more to everyone. But they learned what they have never learned before, won the respect what they have never have before. Don’t you think that the workers should not be full of zeal and achieve further improvement”.

It can be seen that the workers showed their vigor and energy after the “turn over”. Even the workers in other department wanted to join them, which improved the morale of the department further.

There is a saying: if you hold something tightly in your hand, you can only take two. But if you let it go, there will be infinite for you. Sunny Cui cannot agree with that more. He thinks that let it go is the essence of a good leader. Everyone has an inherent will to pursue for improvement. Once it is inspired, no one can stop it. Do not stand in the way of workers and you should ‘expose’ their achievements in time.

“If the worker is really very excellent, you should try to get better opportunities for him. Thus you can attract ten more workers like him. Managers should not hold what they have tightly. You are only managing a “supermarket”, you need to flow the “good product” through your “supermarket”. Good things become more and more in "supermarket", so does the fame of the “supermarket”.” Sunny Cui summarizes.

Let is go (Authorization & Assignation ) is the essence to be a good leader. You are only managing a "supermarket", let good products flow through your “supermarket.” Good things become more and more in "supermarket", so does the fame of the "supermarket".

把工作当成“事业演习”

在不断焕发下属激情的同时，一个人能在十几年终一直保持着阳光、奋进的状态，这也并不容易做到。

“能始终保持状态的原因是，我的目标只有一个——把公司的事情当成我自己的生意来做。”崔旭说。

经理人多半会认为自己是被雇佣的，是在出卖自己的体力与智力，因而常有不公平之感。而在崔旭看来，一切工作都是一个“天大”的机会——拿别人的钱来“演练”，一般人没有这个机遇啊！

早在1996年底，崔旭到杜邦中国应聘，面试通过后，他赶紧买了本《杜邦帝国》。一个企业居然可以活200年，这深深打动了崔旭。“我就要摸清它为什么活了200年？”此后，所有的激情就在这一原点上迸发，他观察、琢磨公司内所有的一切， “我干的90%的工作都是我自己愿意干的。”崔旭始终坚持着自己的“中轴线”——一切工作都是机会。

“人的目标越简单越好，越原始越好”，崔旭说，“人最可怕也最常见的是不知道自己想要什么，外界的杂音常把自己心里的声音湮没了。但事实上，发自内心的想法是最强有力的，遇到困难，它能安慰你，遇到抉择，她可以成为衡量的尺子。日复一日，在这个目标上积累得越来越多，你的自信心也会越来越强，因为你离目标已越来越近。”

对于时下流行的职业倦怠，崔旭认为根源仍在于个人本身。“一定是他本身就不热爱生活。”就像在外企圈里流行一个故事，老板问一个通过层层面试的员工：

“你下班后干什么？”——“看书。”

“你抽烟吗？”——“不抽。”

“喝酒吗？”——“不喝。”

“泡妞吗？”——“不。”

“有业余爱好吗？”——“没有”

“那你还活着干吗？直接走吧！”

这个故事的逻辑就是：所有充满激情的人，他本身一定是热爱生活，有生活情趣的。对生活都不热爱的人，怎麽可能热爱工作？

Regard job as “a drill of career”

It was hard for someone to shine like a young man and keep his energetic spirit and inspire his workers simultaneously for more than ten years.

“The reason for me to keep such a state is that I have only one goal – To regard company’s business as my own” Sunny Cui said.

Many managers would think that they are employed and they are selling their physical strength and intelligence. Therefore, they usually feel unfair. While, from the view of Sunny Cui, every job is a “big” opportunity – that is to have a “drill” at the expense of others.

As early as the end of 1996, Sunny Cui went to Du Pont China to seek for a job. After he has qualified the interview, he bought a book named Du Pont Empire as quickly as possible. It is unexpected for an enterprise to be successful for two hundred years. This impressed Sunny Cui deeply. “I must know why it has been prosperous for two hundred years on earth?” After that, all his enthusiasm was inspired from that. He observed and thought about everything of the company. “90% of the tasks I have done are out of my own will”. Sunny Cui always insisted on its “central line” – every job is a “big” opportunity.

“As for one’s goal, the simpler, the better, and the more original, the better”, Sunny Cui said:”the most horrible and the most common problem that people have is that they don’t know what they want. Their own minds are usually drowned by outside nuisance. But actually, ideas originated from deep of your heart are the most powerful, which can comfort you in case of confronting difficulties and can help you to measure when you have to decide something. You will accumulate more and more for achieving this goal day by day, and will feel more and more confident because you are closer to your goal.”

Occupational tiresomeness is widespread nowadays. Sunny Cui thinks the reason is deep rooted on one’s own. “He must not love life”. It is just like a story popular among foreign enterprises. The boss asks an employee who had qualified so many interviews:

“What do you do after work?” “Reading”

“Do you smoke?” “No.”

“Do you drink?” “No”.

“Do you woo girls?” “No”.

“Do you have any hobby?” “No”.

“Then why do you live? Go away!”

The logic of this story is that all energetic people must be in love with life and have his fun in the life. If one does not love life, how can he love his job?

人生可以“没有”挫折

崔旭自视已经到了“人生没有挫折”的境界。

其实他遭遇的挫折并不少：小时候经历过“文革”，父母被关押，自己掉进河里，差点淹死；发烧到40多度，也几乎夭折；在国企时，因为擅自停薪留职而被开除；在阿克苏诺贝尔时曾被内定为大客户总监，几乎尽人皆知，甚至连配车都选好了，却突然被总部否决。

“其实当遭遇‘晴天霹雳’时，很难做到很快地调整心态，必须得熬，但总要从中总学到些什么。”他说。

而那时，崔旭剃着平头，整天一副拼命三郎的“玩儿命”作风，甚至都有过血尿、浮肿。那之后，他规定自己每年必须休假一次。现在，他几乎看不出年龄，着装明快简洁，背双肩包，玩最新的游戏机。

“从人生的饱满度来说，是360度的，我相信人生都有变化，一定需要调整，不要总死抱着一个角度。360度都该转一圈，而且都做成功。”崔旭说，“财路、情场、职场，你总有一个会得意。即使某一段时间这些样样都不行，还可以学会放松，总结你以前所有的工作。每个时间段都有适合你的东西，做你适合的东西。”

在崔旭看来，一个成年人如果能把自己的心态调整成婴儿的状态，就会没有挫折感。“因为如果你想隐藏什么，一定有比你更能隐藏。”世界上什麽人最强大？婴儿---他从来不伤人、透明、给人带来快乐，能让所有人放松，也因此周围的人们会努力保护他。

“我希望所有人都懂得‘婴儿理论’，这样这个社会就会很美。”崔旭说。

责任编辑：文静

There can be "no" setbacks in one's life

Sunny Cui thinks that he has reached the realm of "no setbacks in his life".

In fact, he has met a lot of setbacks. He had experienced the "Cultural Revolution" during his childhood. His parents had been kept in custody and he had fallen into the river and had been nearly drowned. He once had gotten a fever higher than 40 centigrade and almost had died young. When he worked in the state-owned enterprise, he had been expelled because of leaving his job without authorization. When he worked in Akzo Nobel, he had been once selected as a director for key customers under the approval of higher level, but was denied by the Headquarter before it was officially announced. Nearly everyone knew about it. It has chosen a car for him even.

"Actually, when you were hit by "a lightning bolt", it is hard to adapt to it immediately. You muse endure it. But you can learn something from it." Sunny Cui said.

At that time, Sunny Cui kept a butch haircut and looked like "gambling his life all day". He even suffered from hematuria and edema. After that period of time, he forced himself to take a vocation at least once a year. Now, we almost cannot estimate how old he is. He wears lively and simply-cut clothes, carries double shoulder bag and plays the newest game like young man.

"From the full circle of one’s life, it should be 360 degrees. I believe there should be some changes. We must adapt to it. Do not have a hard head. You should go thorough all the 360 degrees and be successful on it" Sunny Cui said, "You will be successful on one of them at least, wealth, love or career. Even though you cannot make it within some period of time, you can learn to be relax and summarize what you have done before. There is something suitable for you within each period of time. And do what you can do."

In the view of Sunny Cui, if an adult can adjust his attitude as an infant, he feels no setback. "Because if you want to hide something, there must be someone who is more capable than you to do it" Who is the most powerful man in the world. That is the infant. He never hurts people and is transparent, can bring happy to people and relax everyone. Therefore, everyone around him will try to protect him.

“I hope everybody knows about the “infant theory”, and then this society will be more beautiful.” Sunny Cui said.

（本文刊载在2008年第2期，总第182期）
鸣谢：
北京达世行凯迪拉克特约维修站于冰及其销售团队为本次专访提供拍摄提供场地、徽标和车辆。
凯迪拉克中文网站：www.cadillac.com.cn;达世行网站：www.dshauto.com.cn

两位凯迪拉克的对话

太阳缘 Sun Garden — Wed, 13 Aug 2008 20:09:39 +0800

两位凯迪拉克的对话

2007年12月31日夜，我和朋友们在《同一首歌》包了一间KTV唱歌聚会，打算边唱边等待2008年元旦的到来。将近11点左右，影帝胡军从其他包间来到我们的包间，打算和我们呆一会，与大家聚一下再回自己的包间。

08元旦在《同一首歌》过元旦之夜

胡军坐在我们旁边，跟大家一起唱歌，并碰杯共饮。他的嗓音挺浑厚的，歌唱得挺好。

唱了一会儿，坐在我和胡军中间的朋友到旁边玩去了，我就跟胡军聊起了凯迪拉克：

Sunny ：你最近买的凯雷德真不错。（我知道他在12月份刚买了一辆凯迪拉克的凯雷德。）

胡军：凯雷德这车真不错，内饰挺精致的，有欧洲车内饰的风格。外形挺男人的。

Sunny ：在你买凯雷德的前几天，我刚订了一辆凯迪拉克CTS，原来我也打算买SRX的，
        最后订的是CTS。主要是油耗。前些天，我本来打算参加新款凯雷德北京首发仪式，
        后来我当天晚上7点多才刚从天津赶回北京，没赶上当晚的首发仪式。挺遗憾的。

胡军：我喜欢凯雷德，但不太喜欢SRX，内饰不太精致，油耗也高了些。

Sunny ：凯雷德油耗多少？

胡军：据我的朋友说，在上海路面上，凯雷德大概是16-18个油。

Sunny ：不可能，不会吧。

胡军：真的。

Sunny ：为什麽你不买宝马奔驰，而买凯迪拉克？

胡军：宝马奔驰太浮躁，凯迪拉克的品牌有一百多年的历史，挺有内涵的。
      凯迪拉克的车的前脸特别有视觉冲击力！公安部也买了许多辆凯迪拉克。
     （备注：后来经了解，中央警备局一次性购买50多辆SRX，还是政府有钱呀！）

正在我们俩聊的过程中，有个朋友过来照相，大家合了个影。趁着相机还在，

Sunny ：来，我们两个凯迪拉克干一杯吧！

（本片引用网上资料）

(本片引用网上资料）

《媒体如何与企业互动》

太阳缘 Sun Garden — Tue, 11 Mar 2008 09:41:29 +0800

《媒体如何与企业互动》 ――崔旭
作为一名在世界五百强企业中对外宣传的策划人和负责人，经常会遇到各种媒体通过各种关系和渠道，来电来人与我洽谈企业宣传事宜。在双方初步交往会谈中，往往遇到如下问题：

1、媒体对企业的文化背景和当前需求了解很少，在洽谈时，双方要浪费大量宝贵的时间用于对企业的基本情况的了解。

2、媒体对外资企业宣传战略和内部审批流程缺乏基本的了解，在洽谈时往往找不到切入点，三言两语之后，企业对媒体就失去兴趣，索然无味。

3、媒体对企业的宣传对象的行为方式和审美观念缺乏深入的了解和分析，对企业的诉求点不了解或知其然而不知其所以然。提出的策划方案缺乏针对性和创新性，无论怎样修改策划方案，总是给人隔靴搔痒、差强人意的感觉。

4、媒体派来洽谈的人员往往对自己公司所具备的优势和劣势、可调动的有形和无形的资源了解不多，在洽谈过程中眼界狭窄，思路贫乏，无法提出对双方有建设性的方案。

5、媒体虽然曾经承揽过企业的一些活动，但由于没有成立专门的团队对企业进行深度研究，缺乏对企业需求变化的跟踪了解，提出的方案跟不上企业的要求，最后被企业所淘汰。

上述诸多现象，导致媒体最终得不到企业的生意。其根本原因在于媒体对企业的宣传系统不了解，无法建立与之相配套相呼应的体系，长期为企业提供全方位的解决方案。

那麽，一个体制健全的企业，它的宣传系统是如何运作的呢？

它包括如下内容：

1、宣传战略的制定

2、宣传对象的区分

3、宣传对象的调研

4、宣传内容的确定

5、宣传渠道的甄选

6、宣传工作的评估

一、宣传战略的制定

首先，任何一个体制健全的企业，都有其宣传战略。它是依据企业的总的战略而制定的。它是所有宣传工作计划的基础、宣传对象选择和宣传渠道选择的标准。企业战略通常可以通过企业网站、年报、公开出版物等渠道了解。企业的宣传战略往往分为品牌战略和促销战略。品牌战略是长期的，连续的，相对稳定的。其相关的预算通常也是相对固定的。促销战略往往是为了实现近期销售目标而制定的，和年度销售计划相关联的，促销费用和促销手段会根据市场竞争态势的变动而变动的。

宣传战略往往可以通过企业近几年在相关媒体所做的宣传活动分析出来。

例如：
1、企业在那些媒体进行宣传？

2、这些媒体的主要受众是哪些？

3、企业宣传的主要诉求点是什麽？

4、企业对不同受众投入的宣传费用的比例是多少？

5、费用比例和诉求的变化是怎样的？

6、企业与其竞争对手的相对市场地位？等等。

这些资料的汇总和分析，即可以自己来做，也可以委托市场调研公司来进行。同时，媒体也要通过参加相关活动或关系，与企业主要相关人员建立初步非正式沟通，侧面了解和核实企业内部宣传机制等情况。要建立年度跟踪机制，确保对重大潜在客户的长期跟踪。一旦了解企业宣传战略和近期活动安排，你才能判断出是否存在适合自己的潜在业务需求，并据此拟定初步洽谈内容，同时要确保洽谈内容的针对性和双赢性。

二、宣传对象的区分

通常，企业会有多种类型的宣传对象（客户），每一种类型的宣传对象都具备不同的行为方式和购买渠道和特点。媒体可以通过下述渠道获得企业的客户分类：

1、企业主要签约媒体的受众分布。

2、企业各种宣传活动的受众分析。

3、与企业所在行业的资深人士进行沟通，例如，行业协会人士等。

4、与企业的销售人员甚至是其竞争对手进行沟通。

了解企业的主要宣传对象及企业宣传费用的分布和变化，有助于媒体判断企业的受众分布，针对不同受众的宣传目的及宣传渠道的选择。结合企业宣传战略，媒体可初步判断：

1、企业现存的宣传空白点和未来的宣传取向。

2、初步了解企业针对不同受众的预算分配及策划方案的指导原则。

3、初步判断自己与企业现有渠道的竞争态势。

4、自己与企业是否有潜在的合作机会。

三、宣传对象的调研

一个科学合理的企业宣传体系，应包含对宣传对象的行为方式、决定购买的关键因素的排序、获悉信息的主要渠道的细致长久的跟踪分析系统。笔者在负责市场调研部门期间为企业建立了一整套用户分析调研系统，它包括：

1、用户满意度分析跟踪系统（CSI）

2、经销商满意度分析跟踪系统（DSI）

3、用户关键购买因素价值评估系统（CVA）

4、品牌知名度调研系统

5、营销活动评估系统

通过上述系统，企业可以了解到如下信息：

1、用户对企业品牌和产品的认知程度。

2、用户获取信息的主要媒介。

3、企业在用户心中的整体对外形象。

4、用户在购买产品时的关键决定因素（KDF）。

5、企业和竞争对手在用户心中的不同地位。

这些信息对企业所有营销宣传活动具有极为重要的指导作用。这套系统是确保企业的宣传战略能够准确无误地落实到具体宣传策划活动的重要保障，是企业确定所有营销活动策划的设计原则和策划结果的评估原则。企业的营销宣传负责人和签约媒体如果不了解这些信息，将无法提出具有针对性和创新性的策划方案。

四、宣传内容的确定

当我们了解了企业的宣传战略，对宣传对象进行了分类，了解了每类用户的KDF后，就该进行宣传内容的制定。面对宣传手段、工具选择的多样性，如何根据宣传目的，选择一个事宜的切入点，进行方案设计呢？如何判断你的设计是否能够影响你的受众呢？

首先，一切的设计都是针对人的，能吸引受众眼球的设计，大体要满足如下三大要素：趣味性、观赏性和知识性。

所有好的设计，必须具备趣味性，能让人在轻松愉快的气氛中接受企业传达的信息。

好的设计还要具备可观赏性，艺术性，让人看后赏心悦目，美的东西，才能让人引人注目，驻足观赏，留连忘返。

好的设计还要具备一定对用户有益的新奇知识，要从用户感兴趣的角度介绍产品的相关知识，使用户从中获得一些新的收获，有助于他更进一步地了解企业和它的产品。

好的设计，一定要根据读者的思维方式、兴趣点来设计，具体的来说，要根据用户的KDF次序，采用用户的语言来阐述产品的特性。而不是采用先介绍本企业的组织机构、成立历史领导人致辞等老套的以企业为中心的灌输式的方式。

五、宣传渠道的甄选

当我们有了好的设计和策划后，下一个问题就是采用什麽样的媒体，将我们的意愿传递给用户。选择媒体应根据如下原则：

1、不重复投资原则
针对某一特定用户群，可能会有多个媒体都能达到我们的期望，我们只选择一个媒体进行投资。尽量避免因为平衡人际关系而重复投资，老民伤财。

2、优先选择渠道性价比高的原则

3、优先选择熟悉企业流程的原则
我们宁愿选择那些了解企业文化、产品和流程的媒体，与他们合作，可以降低双方彼此磨合的成本。

上述原则，看似简单，但在实际操作中往往会因各种因素的干扰而难以坚持。需要企业内部达成共识。媒体在与企业建立合作关系时，要充分考虑上述原则，判断自己在企业宣传系统中所处的地位。

六、宣传工作的评估

很多企业在每次宣传活动结束后，对其产生的结果，往往会进行相关的评估，并以此对今后的活动策划提出改进建议。媒体也应如此, 首先，有实力的媒体应该准备一份由有一定信誉的市场调研公司对自己的渠道核受众的分析报告，以便用户能很快地了解到你的专长和优势。其次，在每次为企业做完活动后，应向企业提交一份评估报告，并及时与企业进行沟通，了解企业的看法，顺便了解企业今后的宣传计划，以提前做出准备。这十分重要。

这样做，对企业和媒体都有益处。

上面概述了企业的宣传系统，及媒体的应对思路。建议媒体对重要客户要成立专门的团队，对企业进行长期跟踪。珍惜每次与企业交流的机会，一定要事先做好“家庭作业”，并选派最得力的人员进行与企业的沟通。并经常对公司的机构进行调整，以适应企业的不断变化的宣传工作。

“一切从用户出发”不是一个很容易坚持和落实的口号，它需要媒体建立相应的体制，全体人员的共识，与企业建立长期的互动关系。希望本篇能抛砖引玉，供大家参考。

崔氏择偶三定律－男子篇

太阳缘 Sun Garden — Tue, 18 Sep 2007 21:54:58 +0800

眼前这位女孩是否适合我，把她娶回家后，20年后她会是什麽样子？！

崔氏择偶三定律－男子篇回答你的问题。

你只需去一趟她的家，见见她的母亲，

定律一：她母亲的所做所为，就是你太太20年后的写照！！！

你如何确保你的女友一辈子悉心照顾你，把你当作太上皇来伺候，而且她还乐在其中，无怨无悔！

崔氏择偶三定律－男子篇回答你的问题。

女人不会因为你为一辈子伺候她而感激你，

定律二：女人会因为你的一句动听的甜言蜜语，而伺候你一辈子！！！

女人要的是你的甜言蜜语，无论你为她做多少家务活，都不如轻搂纤腰，在她的耳边说声“我爱你”！！！

对女人说甜言蜜语，

－你就是装，也要说！

－无论多麽肉麻，你也要说！

－不管你的太太怎麽说你嘴甜，你也要脸不红心不跳的坚持地说！

总之，打死你也要说，这就是美满婚姻的实质！

定律三：再强的女人也希望有个依靠！！

很多男人认为，女强人是喜欢颐指气使，不需要你的保护和依靠。错！大错特错！

每天女人都会问你，今天晚上吃什麽？往往男人会说，随便你。

确实，你可能不在乎今晚吃什麽，什麽菜都可以。但是，女人在心理上却是需要你给她一个决定，这会给她一种依赖和被保护的感觉！无论你的决定是对还是错，只要是决定就可以。
例如，你可以问，亲爱的，现在冰箱里有什麽菜？现有的条件下，你能做几道菜？让她给你几个选择，然后随便坚定地点其中一道菜名就可以。女人宁愿花半天的时间费心地为你去做十道菜，也不愿在十个菜名中为选什麽菜而花费半天的时间！！！
女人是喜欢男人去为她做决定的！因为，她会从中感到一种依赖和被保护的感觉！

崔氏择偶三定律－女子篇

太阳缘 Sun Garden — Tue, 28 Aug 2007 21:39:47 +0800

目前自己的男友，适合不适合作为自己的终身伴侣？

面对众多的候选男友，和谁结婚，才能不会发生离婚现象？

我应该选谁？根据什麽样的标准去选，才对？

上述问题都是每个少女都要面对的问题。靠感觉是不行的，有没有什麽定律可供参考？

崔式择偶三定律能回答这个问题！

崔式择偶三定律－－女子篇

定律一：你的男友一定要有福气！

何为福气？福气是与生俱来的，无论是身处逆境还是顺境，有福之人总是遇事有人在帮他，小到上车就有人给让座，大到在生死关头，天降神兵将你救走！有福之人不一定很有钱，但是一定是面带喜气，面相看着不苦，甚至有些人的面相略有佛像。面向不好的人，可通过长期信佛等手段加以改善，但后天努力总是不如先天带来。

有福之人，心情总的来说是愉悦的，平和的。女孩与这样的人长相厮守，他不仅能很好地与周遭的社会和同事相处愉快，同时能给女孩带来心态的稳定和平和。

女人结婚，要的是心理稳定，平和。这样的家庭有可能不是很有钱，但是是能笑对任何的环境变迁。这是婚姻稳定的最重要的基础。

定律二：你的男友对待自己的事情非常认真，而且能说到做到！

一个男人，

如果他对自己的事情都不能认真的话，他是绝对不可能对你是认真的！即便现在对你认真，那也是假的！

如果他对自己承诺的事情不能够做到的话，你怎么能够相信他对你的承诺呢！他是一个不能信任得人！

如果他对你非常认真，而对他自己不认真，那麽，他一定是在讨好你，一旦得手，就翻脸不认账！

如果他自己过得不好，他有什麽资本让你过得好？扯淡！

定律三：你男友他的挚友你是否喜欢！

男人往往更虚荣，往往比女人更容易受挚友的影响，往往会同流合污地干一件事。他的挚友往往是他的翻版！如果你不喜欢他的挚友，意味着你将来不会喜欢他。他挚友的样子，就是他去掉伪装后的他！

如果你的男友，在上述三定律的测评中全部通过，我敢保证，你的婚姻一定是合格的，不会离婚的！

如果你的男友具备上述三个条件，你就可以放心大胆地结婚，你就至少能拿到60分。及格了！

但是要想婚姻非常圆满，可附加一条：

锦上添花定律：门当户对！

Sunny Cui 的太阳情缘----《进出口经理人》2007年第4期

太阳缘 Sun Garden — Wed, 18 Jul 2007 14:08:50 +0800

Sunny Cui 的太阳情缘
文/本刊记者李岩

Sunny Cui 是这个坐在我面前，全身都洋溢着阳光气息却头脑冷静、思路清晰的成功经理人的英文名字。他叫崔旭，清华大学化工系毕业,曾先后在杜邦中国集团有限公司和荷兰阿克苏诺贝尔汽车修补漆中国公司任职，现任职于美国约翰迪尔中国投资有限公司中国战术营销经理。单单看他的简历，就不难窥见他超强的工作能力和认真的工作态度。可这个高大的男人却这样说：“看简历只能说明你曾干过什么，很多人都会干过同样的工作，可人与人的不同就在于他对工作的不同理解。你能够做出什么业绩，并不在于你的工作职位，而在于你是否能够在职位上标新立异，敢于创新。这是一个创新的时代，没有创新就不会有超群的业绩。”

Sunny Cui 的阳光激情

崔旭很喜欢别人叫他Sunny，和他的交谈中也不难发现，他是一个充满阳光，激情洋溢的人。

在工作中他会目标明确、充满激情地去做每一件事，并不断的发现自身的潜能。比如在国企时他做项目最好，那个时候，就觉得他只能做项目。但进了杜邦后，似乎是天赋般的能力让他将市场做得有声有色。后来到了阿克苏，他又凭借极强的协调能力将一支沉闷的团队在不到半年的时间里带得出类拔萃，甚至在他离开时，团队都依依不舍。而到了约翰迪尔后，他找到了适合自己的舞台，在这个舞台上他用激情和无限的创意完成了一个又一个奇迹。

刚开始进入约翰迪尔时，崔旭接管的市场调研部(后改名为:战略营销部)，那时市场调研部已经瘫痪了八个月，只有三十万经费。那时的崔旭是一个不喜欢混日子的人，他在给部门同事第一次开会的时候说：“大家现在都知道这个部门的状况，也都想走。走可以，我不拦着你们，但现在走是股票最低点的时候，走也是灰溜溜的走，还不如我们大家绑在一起拼一把，宁可战死不可等死，战胜这段困难我们就是成功者。”就这样的一番话把团队人员的心收住了。

同时，他找各种机会与老板沟通，并立即拿出一部分经费做了两个调研项目，这两个项目做得很漂亮，给部门工作找到了方向。部门因此开始快速运转起来，员工的自信心也迅速大增。

因为有这两个调研的成功，他证明了自己的能力，并让公司看到了他用的每一分钱都是合理并有效的，所以公司特批了一部分经费，从30万到169万，部门工作活跃了起来，他们做的每个项目也一个比一个更加出色。

就这样，一个对农机市场完全外行的人，在短短的半年间创造了行业奇迹。当被问到为什么会做出这样的业绩时，他回味着说：“作为一个市场调研部经理，往往要求在这个行业上最起码干上十年，才能把这个部门带起来。但真正能够带起一个部门的关键，是对人的管理，对人心的理解，对事物的判断，对业务的把握。这样才可以让你的潜力得到充分的发挥。”

“能够做出这样的成绩我自己都没想到，但我现在做到了，我觉得完全是靠一股干事业激情，这种激情感染了我的下属，也感染了我的老板。”

凭借着这种事业激情和知人善用的管理方法以及优秀的沟通能力，崔旭出色的完成了战略营销部经理的角色，并先后在公关部、战术营销部做出了骄人的成绩，他所领导的新组建的战术营销部在一年多的工作中，其策划和组织的活动多次获得全球副总裁级的嘉奖,策划方案也常被同行COPY。

一位老板曾对他做过这样的评价：“崔旭有很好的沟通交流能力、团队领导能力以及团队执行能力。他能很准确地抓住客户的需求，而且能够带动身边的队友。”

做一个有计划的激情男人

“物流、销售、项目、团队管理、宣传公关这些我都已经做过了，而且做得很好。”这是崔旭对他40岁人生的评价。他对自己的人生有着明确的计划，而且做任何事情都牢牢把握着既定的目标。

“男人过四十应该知道自己最想要什么，最想干什么，这样你的能量才能得到奇迹般的爆发。我在约翰迪尔能够有这样的潜能激发，也正是因为我去做自己真正喜欢的事情。”

虽然已经步入了中年，但这个成熟男人除了身上散发的成功魅力外，真的是一点也看不出他的年龄。他常说，一个成功的人，是不会老的，因为他热爱生活。只有热爱生活的人，才会热爱他的事业。

是呀，单看他的装扮你就能看出他对生活的热爱。他喜欢明快的颜色，但一定是简洁的样式。他常常背着双肩包，与其说是他喜欢在行走时腾出双手做更多的事情，不如说是他更喜欢那种不被束缚的感觉。甚至这个40岁的男人会买最新的XBOX游戏机，换大屏幕的电视，在假期打上一个通宵的游戏。

“为什么我这个岁数还在玩游戏？我想是因为我热爱丰富的生活，况且游戏也能缓解工作压力，锻炼人的敏捷思维。我太太幽默地说,这样可以防止得老年痴呆症;

“有一次我打游戏到很晚，太太生气地嗔怪我。我对她说，玩游戏的时候更能唤起我的激情，让我感觉到智慧角逐的喜悦，心态年轻的快乐。我上次参加朋友聚餐，碰到一个法国公司的市场总监，他也在玩XBOX游戏。我们就因为游戏聊得很投缘，我想我们都是那种心态很年轻的人。”

Sunny Cui 的Sunny生活

相信崔旭是和太阳有不解情缘的人。

“我的名字叫Sunny，我买的房子恰巧在太阳园小区，我的女儿就像个小太阳一样给我的家带来阳光。”就像崔旭说的，洋溢激情的他有着阳光般的生活。

妻子的贤惠，女儿的可爱，给了他事业上巨大的支持。“我妻子和女儿都是很简单的人。是我妻子激发了我内心中简单的一面，使我能够在工作上保持着激情，在生活中体味着年轻。”

“我太太说她很幸运，因为小孩在三岁之前最需要关怀。从她怀孕到女儿三岁这四年间，我没有让她工作，太太是完全和孩子在一起的。她说这段时间的幸福是她一辈子挣多少钱都换不回来的。我喜欢常常抱着女儿一起玩耍，因为我知道她很快就会长大，那时她不让我抱了，我也抱不动她了。我因为工作忙，在女儿三岁之前很少抱她，现在我要把欠女儿的时光都补回来。”

现在崔旭仍会在情人节浪漫地给妻子买一大束玫瑰花，他也会常常挤出时间抱着可爱的女儿去吃日韩料理。

在阳光的照耀下，崔旭也会喜欢属于自己的一份宁静。“遇到重大问题时，我会需要特别安静的环境让自己冷静地思考。每当万籁具静，尘埃落定，我才能真正找到内心最深处的智慧。每逢大事心要宁，这已成为我解决问题的习惯。没有必要把人生的一些决定都想得很全面，但一些重要原则却要想得明明白白。例如，人一定要选择自己喜欢的工作当做一生的事业追求。如果不是自己喜欢的就不要勉强去做。”崔旭的这种处世态度，正如他的属相“蛇”一样，能帮助他敏锐地感知事态的发展趋势，冷静地等待最佳时机的到来。这种秉性使他解决了一个又一个棘手问题，创造出一次又一次的成功业绩。

在网络盛行的年代，崔旭也正在搜狐上建立自己的博客（http://sunrisec.blog.sohu.com），他说这样可以让他的朋友和同事们很快的了解他，了解得快就沟通的快，这样的沟通帮助他提高了生活质量，也帮助他提高了工作效率。 “现在很多人不喜欢自己被了解，这正是阻碍他们发展的根本原因。我取得一些成绩的原因，就是我总是先把自己的心打开，再把你的心打开。这也是我最‘化学’的一点，谁和我见到都会发生‘化学’反应。”

品尝着Sunny Cui 的阳光生活，感染着他的澎湃激情，阅读着他的魅力人生，在他成功人生的背后，掩映的是一个热情成熟、聪敏冷静的魅力男人。

Sunny Cui’s Sun Complex
Text/Li Yan

Sunny Cui is the English name of the man sitting in front of me, who is full of vigor and smartness. His Chinese name is Cui Xu. He graduated from the Department of Industrial Chemical of Tsinghua University and used to work in DuPont (China) Holding Co., Ltd and Akzo Nobel (China) Car Refinish (ANCR). Now, he serves as the Manager for Tactical Marketing of China, in John Deere (China) Investment Co., Ltd. These work experiences have already revealed Sunny Cui’s superior capability and serious working attitude, but this tall man offered a different idea, “Work experience can not be regarded as the evidences showing what you’ve done. Many people may have done the same kind of things. The only difference lies in different understanding of the work itself. What kind of accomplishment you can make is not determined by your position; instead, it is determined by your spirit of innovation on such a position. This is an era of innovation. No innovation means no outstanding accomplishment.”

Sunny Cui’s Sunny Passion

Sunny Cui likes to be called Sunny. When talking with him, you’ll easily find that he is a sunny guy full of passion.

During work, he does everything with determination and passion and keeps exploiting self potential. For example, when he was in the state-owned enterprise, he did the turn-key project work best. It made him believe he could but do project work. But when he became a member of DuPont, he could also do well in marketing amazingly as if it was his talent. Then, he entered ANCR. With extraordinary coordinating capability, he turned a team lack of vigor into an outstanding one within half a year, so that the team felt reluctant to let him go when he was going to leave ANCR. Later in John Deere, he found his own platform. There, he made miracles one after another with passion and never-ending creativity.

Sunny Cui took charge of the Department of Strategic Marketing (Marketing Research) at the start when he entered John Deere. The Department had already been in stagnancy for 8 months. There was only RMB 300,000 remained budget. Sunny Cui couldn’t stand drifting along aimlessly, so when he held the first meeting, he expressed his opinion on the Department’s status to the members, “Everyone knows the situation here now, and everyone wants to leave. You can go and I won’t try to hold you back. But, I believe you must leave with sorrow for yourselves as we are at such an unfavorable situation. Don’t you think it would be better for us to have another try together? If we can weather the difficulties, we would be successors.” The team members were convinced by these words.

Meanwhile, he took opportunities to communicate with the boss, and arranged funds at once for two survey and research projects. Upon the fulfillment of these two projects, the Department found its own orientation. Since then, the Department had begun to run faster, and the members’ confidence started to keep growing.

He proved his own capability with the success of the two projects. As having found Sunny Cui’s capability to use each penny reasonably and effectively, the company decided to add the budget up to RMB 1,690,000. With the money, the Department worked more actively, and the projects they carried out were done better and better.

”Thus, a man who knew almost nothing about the agricultural machinery market, created a miracle in the industry within just half a year. When being asked how such accomplishments were made, Sunny Cui explained, “For a manager of the Department of Market Research, at least 10 years of work experiences are required to lead a section. But in fact, the key to lead a section is the management of personnel, understanding of the minds, judgment on issues and mastering of business. Only based on these preconditions, could one’s potential be brought into full play.”

“I didn’t think such an accomplishment could ever be made, but the fact is I have done. I think it depended on the passion for career. Such passion infected my staff and also my boss.”

With the passion for career, the management method to assign appropriate people to appropriate post as well as excellent communication skill, Sunny Cui successfully played his role as a manager of the Department of Strategic Marketing. No matter in the Department of Strategic Marketing or in the Department of Public Relations, he all made outstanding accomplishments. In more than a year, Sunny Cui led the newly-established Department of Tactical Marketing to plan and organize many activities. They were praised by Vice President for those activities, and their plans were often copied by their counterparts and competitors.

A boss has given his comments on Sunny Cui in this way, “Sunny Cui has great capabilities on communications, team leading and team executive capability. He can correctly read customers’ requirements and drive team members to work.”

A passionate man with a plan

”I have been engaged in logistics, sales, project, team management and propaganda PR, and I have done a good job.” That is Sunny Cui’s remarks on his 40 years of experiences. He has an explicit life plan, and he does everything centering on established goals.

“A man at his 40s should clearly know what is the most desirable thing that he goes after, and what is the most desirable thing that he wants to do. Only in this way, can his potential be aroused. The reason why my energy could be released when I was working for John Deere was that I really liked the job that I did.”

Although already in his middle age, you can’t tell how old Sunny Cui is just from his appearance – the only difference is the charm from the successful grown-up male. Cui often says that those who are successful will never get old due to their love of life. And only those who love life will love their jobs.

Sure enough, his love of life is fully revealed in his clothes. He likes bright colors, but the styles must be simple. He often takes a backpack with him; the main purpose is to enjoy the freedom of not being bound, rather than setting free his hands to do other things. The 40-year old man even buys new XBOX360, change a larger screen TV, or play video game late into night.

“Why do I, at the age of 40s, still play video game? In my opinion, the reason is that I love colorful life. What’s more, game helps to release burden from work, and enhance the fast thinking. My wife says, jokingly, that it is helpful in preventing senile dementia.”

“Once I play video game late into night, and my wife was not happy with me, I told her that video game could ignite my passion, and I felt the pleasure of intellectual wrestle and psychological refreshment when playing game.” When I went to a party a short time ago I met a marketing director of a French company, who also plays XBOX360. We had a happy talk that night. I think we both are young psychologically.

Sunny Cui’s sunny life

Sunny Cui has a sun complex.

”My name is Sunny, my house is located at a community with the name of Sun Garden, and my daughter brings sunlight to us like a little sun,” Just like Cui says, Passionate Cui leads a sunny life.

Virtuous wife and lovely daughter provide support to his career. “Both my wife and my daughter are simple. It’s my wife who arouses the simple side of my inner heart, keeps my passion for job, and helps me to experience refreshment in life.”

“My wife said she was lucky. Baby needs care the most before three years old. During the four years, from she became pregnant till my daughter was 3 years old, I didn’t let her go to work. She accompanied our daughter all the time during that time. My wife said she would pay whatever price for that blessedness. I like to carry my daughter in my arms and play with her, because I know that she will grow up soon. When she grows up she won’t let me carry her in breast any more, and it will be too much for me to carry her with both arms. As a result of my busy schedule, I seldom accompanied her before she was 3 years old. And now I would like to compensate her for all lost time.”

Even now, Sunny cui still keeps the habit of buying a large bundle of rose to his wife on valentine’s day, and he also often takes time to treat his lovely daughter to Japanese or Korean style meals.

Sunny Cui likes the tranquility under the sunlight. “When it comes to grave problems, I need a special tranquil place to let myself calm down and ponder on the problems. Only in a tranquil circumstance can I reach the wisdom at the deepest bottom of my heart. To calm down when having a big decision to make has become a habit of mine in resolving problem. It’s not necessary to think over all decisions in you life, but there are some important principles that you must make clear. For example, you should select a job that you like, and devote all your time and energy to it. If you don’t like it, then don’t force yourself to do it.” Sunny Cui’s philosophy, just like his animal sign of “snake”, helps to predict the development trend of things and wait for the biggest opportunity. Such character is very helpful in cracking hard nuts and creating fabulous achievements.

Today is an age of network, and Sunny Cui is also setting up his own blog( http://sunrisec.blog.sohu.com ). Cui says this will help his friends and workmates learn about him; the sooner they know about him, the better their communications become, and better communications help improve living standards, and increase working efficiency. “Today many don’t like to be learned about, and that, to my eyes, is the biggest obstacle that hampers them from developing. The reason why I have made such achievements is that I open my heart first, then I open your heart. That is my most important “chemical” merit. Every body has a “chemical reaction” when meeting me.”

Tasting Sunny Cui’s sunny life, experiencing his surgent passion, and reading his colorful stories, I see a passionate, mature, intellectual and self-possessed man behind his successes.

用户的认同最终是文化的融合约翰迪尔中文网站报道 2007年3月

太阳缘 Sun Garden — Fri, 6 Apr 2007 18:57:37 +0800

用户的认同最终是文化的融合

文：崔旭

2007年3月12日，众多机械工业龙头企业的代表汇聚在海口，参加了2007年中国机械工业年鉴工作会议。会上，中国机械工业出版社向约翰迪尔中国市场部颁发了“最佳宣传创意奖”，旨在表彰约翰迪尔为《年鉴》所设计的平面广告创意――“迪尔170周年回顾”，以及感谢约翰迪尔帮助出版社策划出可适用于所有机械行业的全新个性化栏目――<百年回眸>。同时，应会议主办方的邀请，该栏目策划人战术营销经理崔旭代表迪尔公司做了“媒体如何加强与企业在广告宣传上互动”的报告。

众所周知，企业要想在市场竞争中长期立于不败之地，不仅需要在产品上具有很强的竞争力，而且还要求企业运营体系的方方面面都具有竞争力，即企业在品牌和文化上具有先进性和独特性，集中体现企业价值观。只有这样，企业的形象才能真正驻留在用户心中。企业文化的独特性能够深深地影响用户的内心情感，左右用户的忠诚度，也是企业有别于其它企业的最根本的要素。

如何将企业在文化上的独特优势展现给用户，使其切身体会到品牌背后的文化底蕴？在这方面，约翰迪尔中国市场部不断地创新，引领着中国农机行业乃至其它众多机械行业中的广告创意潮流。

“迪尔170年回顾”广告将迪尔早期的产品和现代机型进行了鲜明对比，以此反映世界现代农机的发展历程。读者在欣赏精美图片的同时，也了解到了农机化发展史，并且感悟到迪尔170年始终不渝的创新精神和值得钦佩的核心价值观。该创意展示出了艺术性、知识性和趣味性的高度结合，得到了年鉴编辑人员的一致称赞。

“迪尔170年回顾”所依托的“百年回眸”栏目为企业在文化宣传方面提供了借鉴和启迪。该栏目旨在为具有深厚企业文化底蕴的企业创造出一个可以展现企业文化内涵的平台。该栏目的创办，有助于引导企业注重企业文化对用户深远的影响力，引导企业从单一的产品竞争上升到企业品牌文化的宣传。该栏目不仅适用于农机企业，也适用于所有具有深厚文化底蕴的企业，它跨越了行业的界限，成功地将不同个性的企业文化展现出来，让广大读者和用户领会到文化的巨大融合力。

企业的竞争，最终是品牌的竞争。
用户的认同，最终是文化的融合。

乘风破浪会有时－成功市场总监启示录《上海经理人》2004年第7期

太阳缘 Sun Garden — Thu, 31 May 2007 01:11:26 +0800

特别企划：
乘风破浪会有时
－成功市场总监启示录
刘丽贤：索尼（中国）有限公司数码影像产品高级经理，市场出身，在时尚科技行业里
用女性的敏感做时尚的事。

崔旭：阿克苏诺贝尔汽车修补漆公司中国区经理，技术出身，敢冒天下险，手段出人
意表，收到奇效。

方策：伊莱克斯（中国）地面维护及小家电事业集团全国市场总监，销售出身，正在
为公司过度本土化造成的低端品牌形象重回高端而努力奋斗。

李浩：星空传媒Channel V （中国）市场推广总监，公关出身，在传统体制夹缝中求
生存，运用非常规市场策略，上任第一年就使Channel V 取得10年来的首次盈利。

策划/本刊编辑部
采访/胡见素黄芳 Kaffa 风华彭湃
摄影/林蔚建

市场水深,市场路远,市场风云变幻.

市场总监何处借翻云覆雨手?

市场总监,企业市场战略的制定者和执行者,内外兼顾、胆识兼备,企业中的关键角色.

编者采访了来自时尚科技业、家电业、传媒业、工业品业的4位跨国公司的市场总监,在呈现他们职涯路程的同时,也展示了他们做marketing的方式和心得.

此外,我们邀请到商学院名教授和知名猎头对市场总监的素质/现状和趋势作了宏观的探讨.

Marketing专家吕薇教授认为,市场总监面临的压力比其他总监都大,因为面对的是直接的市场,而中国的市场更非一般的复杂.他也感慨道,随着中国经济的发展,管理教育的成长,公司规模的扩大,本土市场总监迅速成长,他们一定会more and more,better and better.

而今迈步从头越《商业Business》2004年7月

太阳缘 Sun Garden — Thu, 7 Jun 2007 17:32:33 +0800

编者的话：
工业品行业如何做市场营销?设计这个市场总监的策划时，我们一直有所好奇。偶然结识了从事汽车修补漆市场的崔旭,听这个喜欢穿黄衬衫、相信直觉的北京人侃市场案例,是件有趣的事。言语之间，他也丝毫不掩饰自己的得意之情。
两次见面都在滨江大道，外滩的建筑被黄浦江过滤得形同积木，作为一个从北京到上海的新移民，他对上海未来发展的认同来自浦东的空阔，一如他对发展空间的渴望。

而今迈步从头越

文/Kaffa

父亲给予他直率和认真；母亲的坚毅和善于沟通孕育了一个成功市场总监的素质。他的阳光和独立形成于文革期间，父母被关，全家人天各一方，而舅母的良善和聪慧为他保住心中灿烂的阳光，免受社会阴暗面的影响。

高考前突如其来的急症让他错失了一年的青春，奇特的直觉使他放弃广州军区大学的机会，第二年换回了清华大学化工系录取通知书，这样的波折和“通灵”贯穿于他的人生，“每当人心如止水的时候，是可以感受到大地的颤动。”也许，40岁之后和佛结缘，并非和尚对他的戏言。

偶进杜邦：三千与十万

“人要沉得下来，人际关系很重要”，这是在国企工作8年后最深的体会，离开国企后心中还有些茫然。投向杜邦的简历只是替太太找工作的附带，却得到了6年宝贵的市场经验。

不论是在杜邦尼龙中间体还是杜邦汽车修补漆部门，他创造的市场成绩令人羡慕，对市场的敏感、对人心的准确拿捏，是他的资本。

《上海经理人》：您在杜邦主要负责什么?

崔旭：我是1996年年底，我进入杜邦（中国）集团有限公司尼龙中间体部门，负责部分产品在整个中国市场的销售，前两年项目和市场各占一半，后来全部转向市场，在尼龙中间体工作了4年后，转到汽车修补漆部门。2003年10月，离开杜邦。

《上海经理人》：在负责尼龙中间体市场营销时，最得意的案例是什么？

崔旭：应该是“三千与十万”的案例，十万是虚数，表示用3000元的代价取得远远超过这个数字的效果。1997年恰逢全国涂料大战，相关行业砍价砍疯了，当时杜邦溶剂的价格远远高于国产厂商，产品销售面临巨大的价格压力。可能是天赋，我立刻注意到这个产品有配套服务，即免费提供溶剂配方服务。这个服务恰恰令客户很感兴趣，所以我就将售后服务改成售前服务：在免费提供配方上大做恼拢疤崾桥浞街杏卸虐畹牟贰?/p>

我开始以杜邦销售代表的身份给在全国范围内发行的专业杂志写文章，这类文章对同行来说影响力很大。我在文中着重介绍免费配方的技术服务，对产品的介绍很少，其实我已在配方里巧妙地加入了公司的产品。接着花3000元召开市场发布会，仅谈配方服务。由于国内的配方技术力量很弱，所以免费配方被抢疯了，这势必带动产品的销量，这个案子在全国同行中引起了轰动。如果没有前期的发文，我就必须在全国各地开发布会，这就绝非3000元的成本了。

《上海经理人》：当时这样做，完全出自个人的决定？有反对意见吗？

崔旭：我是冒着风险做此决定的，“免费提供配方”可以说是当时中国第一案。当时只有售后服务，而我这个做法是售前服务，而且是免费服务，当时很多人都不理解，但市场成绩是最有力的解释：我第一年的销售就超过前几年销售总量一倍还多。随后几年业绩一直处于上升状态。为此，连续两年获得杜邦全球最佳员工的提名。

阿克苏：通过办学，扩大影响

他很平静地叙述着市场案例，它们代表着陡峭的销量曲线，可他最后还是反问我，“你觉得这是一种成功吗？”如果按照量化的标准，我想应该是的。说起自己一次又一次地“职业生涯的及时调整”，他不免投入了细腻的思考和猜不出谜底的微笑，“我的一生始终有些奇妙，对事物发展趋势的判断比较准，大概是源于丰富的人生阅历。”

《上海经理人》：遇上过几次工作调整，真得是靠直觉度过的？

崔旭：对，经验加直觉。刚进杜邦，我负责在一个投资项目组工作，因为亚洲金融危机，这个项目组最后被整整冻结了两年，而我在冻结前及时地调离了项目组，调整了工作内容。其实做项目时，我做过调查分析，所以直觉也是有科学依据的。

《上海经理人》：在阿克苏，有什么印象深刻的案例吗？

崔旭：有。最近的一个是办学的例子。由于喷涂工人这一数量巨大的行业缺口，以及喷涂行业将成为维修站最主要的利润来源，阿克苏与上海交通职业技术学院、四川交通职业技术学院联合开设“喷涂技术培训中心”，项目最大亮点在于“校企联合办学”，这一独特的模式，使学校与企业互相取长补短：企业投入资金、技术力量，利用学校平台，引入企业的产品和文化。学员毕业后，企业优先挑选优秀学员。同时利用毕业学员，将企业产品和文化带到相关用人单位，企业无需任何销售费用，就能帮助实现销售目的。

在这个双赢过程中，企业、学校都以最小的投入，最大化实现社会化效益、自身目的和利润，同时扩大行内影响，社会上紧缺喷涂人才的局面也能得到有力的缓解。

先把人的需求摸清

《上海经理人》： 您觉得自己市场做得成功是一种必然吗？个人认为做市场的关键是什么？

崔旭：不管什么市场，人是关键，把人的需求摸清，事就能办成。

首先是customer focus，即你要了解、唤醒客户的深层需要，市场只是桥梁，要把桥搭到客户心上；其次是对市场的敏锐的把握，这更多源于一个人的丰富的营销经验、天赋和直觉；最后是沟通，不管是做市场还是管理团队，这是最关键的。我从来没有被客户退货，遇到客户投诉，我一定会把人和事分开，先打消客户的怨气，再坐下谈问题。有了这些素质，到任何一个公司做营销，成功就是一种必然。

刚刚过完39岁生日，崔旭打算抛开过去的起伏，让自己稳定下来，为将来办公益事业积累物质基础。有一句话要加上，“我愿一生保持婴儿般的纯真透明的心态”——崔旭的口头禅。

From the editor:
How to carry out marketing in terms of industrial products? That’s a question occuring to us when designing an interview with the marketing director. I met Sunny Cui, who is engaged in automotive refinish market, by chance, and it is an interesting thing to hear Sunny Cui, a sunny intuitive Beijinger with signature yellow shirt chat about market cases. He showed no intention to cover his satisfaction during the interview.
Both interviews were arranged among the Binjiang Avenue, where buildings of the Bund look like toy bricks under the background of Huangpu River. As a new migrant to Shanghai from Beijing, Cui’s belief in the future development of Shanghai derives from the vast space of Pudong, just like his aspiration for development room.

Starting from Scratch

Text/Kaffa

Cui’s straight-out and earnest characteristics came from his father, and his mother endowed him with fortitude and sociability, which laid a solid foundation for a successful marketing director. His sunny and independent features came into being in the chaos of “Cultural Revolution”, when his parents were put into jail. The goodness and brightness of his aunt saved the sunlight in his heart from the corrasion of dark sides of social life.

The sudden disease before university entrance examination costed him a year, but strange intuition drove him to give up the opportunity to go to Guangzhou Military Region University, which in turn brought him an admission notice of Chemical Industry Department of Tsinghua University. Such twists and turns and “strange intuition” run through his life. “Whenever your heart is as peaceful as still water, you can feel throb of the earth.” Perhaps, the prediction of becoming attached to Buddha at his 40s is not a nonsense from a monk.

Came to Dupont by chance: 3,000 and 100,000

”If you want to do something, you must make determination; personal relationship matters”, that is the most valuable experience that Sunny Cui got after working for 8 years in a state-owned enterprise. He felt somewhat at sea when he was fresh from the divorce from the SOE. The resume that he sent to Dupont was only a by-product when applying for a job for his wife. To his surprise, it’s this by-product that has brought him 6 years of precious marketing experiences.

No matter in Dupont nylon or Dupont automotive refinish department, the market performances that he has created were remarkable. His merits lie in the outstanding sensitivity to market and the accurate interpretation of people’s mind.

“Manager in Shanghai”: What were your main responsibilities in DuPont?

Sunny Cui: I began to work in the Nylon Intermediaries Department of DuPont (China) Holding Co, Ltd at the end of 1996, in charge of the sale of some products in the whole Chinese market. For the first two years, the share of project and market was half-to-half, but later, I was totally devoted to market. 4 years later, I switched to Auto Refinish Department from Nylon Intermediaries. In October, 2003, I left DuPont.

“Manager in Shanghai”: When responsible for nylon intermediaries marketing, which case do you think was the most successful?

Sunny Cui: I think it should be the case of “3,000 and 100,000”. Here the 100,000 is not a true figure; it means a much better effect that has been achieved at the cost of RMB 3000 yuan. In 1997, a fierce price war broke out in coating industry throughout China. At that time, the price of DuPont solvent was much higher than that of domestic manufacturers, and the pressure on product sales loomed large due to high prices. Intuitively, I noticed the supporting services of the product – providing solvent formulation service free of charge. It’s the service that customers were most interested in. Thus, I turned the after sale service into a pre-sale service: aiming at stressing the free solvent formulation. 恼拢疤崾桥浞街杏卸虐畹牟贰?/p>(原文如此)

I started to contribute articles, in the capacity of the sale representative of DuPont, to domestic professional journals issued throughout China. Such articles drew the attention among peers. I focused on the technical services of free solvent formulation in the articles, and introduced little about product itself. As a matter of fact, I have subtly interwoven DuPont products with the prescription. Then I held a press conference on prescription service at the cost of RMB 3,000 yuan. As technical strength of domestic coating manufacturers was weak, the free prescription was “sold” like hot cakes, and the sale of products was propelled resultingly. The case was a hit at that time in China’s coating circles. Looking retrospectively, without promotion of the articles, I had to hold press conferences wide and far, and the cost would be far more expensive than RMB 3,000 yuan.

“Manager in Shanghai”: was it your decision to do this? Was there any opposition at that time?

Sunny Cui: I was taking a tremendous risk when making the decision. The “free solvent formulation”, more probable than not, was the first case in China. At that time there was only after sale service, but my method was to provide pre-sale service – and free. Most people thought it was unreasonable, but market performance was the most convincing proof: the sales volume of that year exceeded two times of the total sales amount of previous several years. And in the following years, the market performance also showed a positive trend. Accordingly, I was nominated as the best employee of DuPont world-wide for straight two years.

Akzo: to increase influence by running a school.

Cui described market cases, which represented dramatic increase in sales curve, in a calm way. “Do you think it is a kind of success?” He asked. It was, I supposed, according to quantitative standards. With a puzzling smile, he talked about his “timely career adjustments” while pondering, “there are some miracles in my life. I can predict the development trend of things – more often than not, correctly. Perhaps it benefits from my rich experiences.”

“Manager in Shanghai”: Did you really weathered the job adjustments by intuition?

Sunny Cui: yeah, experiences plus intuition. When I first came to DuPont, I took charge of the operation of an investment project team. As results of Asian financial crisis, the project team was frozen for two years later. Fortunately, I was transferred to another position from the project team. In fact, I always make analysis when doing project. Thus, my intuition is based on scientific grounds.

“Manager in Shanghai”: is there any impressive case in Akzo?

Sunny Cui: Yeah. The latest case was the running of a training center. As there was a huge deficiency in terms of spraying technicians, and as spraying Industry increasingly became the main profit resources of maintenance station, Akzo, together with Shanghai Communications Polytechnic and Sichuan Vocational and Technical College of Communication, set up the “spraying technology training center”. The biggest merit of the project was that, through the “joint running of school”, colleges and enterprises complement each other. With school as a platform, Enterprises provide investment and technical strength, and introduce its products and culture simultaneously. When students graduate, sponsoring enterprises have the priority to choose, Graduates will bring products and culture of the enterprises to related employing units. Thus, it helps to promote products and services with no additional cost generated.

During the win-win process, both the colleges and the enterprise gain maximum social benefits, achieve self-designated goals and profits with minimum input. Meanwhile, their influence in the industry is increased, and the deficiency of spraying technicians is resolved to a large extent.

The first thing is to fully understand people’s needs

“Manager in Shanghai”: Do you think your success in market is a necessity? Personally speaking, do you think what is the key factor in marketing?

Sunny Cui: No matter in which market, people is the key factor. So long as you fully understand people’s needs, you can make it.

The first thing is customer focus, that is to say, you need to understand and arouse the deeper needs of customers, and market only acts as a bridge. You need to set up your bridge on the heart of customers. The second thing is sensitivity to market, which, largely speaking, derives from marketing experience, inherence and intuition. The last, but not the least is to communicate. No matter to market or to team management, communication is the most important factor. My products have never been returned. When dealing with complaints from customers, I will treat persons and things separately. Before sitting down to talk about the problem, I inevitably manage to dissolve customers’ angry. With such qualities, marketing success is a necessity, regardless of the company you work for.

Having just celebrated his 39^th birthday, Sunny Cui plans to say good-bye to yesterday’s fluctuations, and return to a stable status, so as to lay a firm foundation, in terms of property, for future’s cause of public good. One more sentence I would like to add is, “I wish I could keep a baby-like psychological status, pure and crystal” – Sunny Cui’s common saying.