论如何运用《孙子兵法》战略思想与战术思想实践于现代营销管理理论中.docx

论如何运用《孙子兵法》战略思想与战术思想 实践于现代营销管理理论中 ［摘 要］《孙子兵法》总结了我国古代战争的历史经验，吸收了当时许多兵家思想，从 整体上揭示了战争的基木规律，涉及军事学科的众多领域，体现了朴素的唯物论和辩证法思 想，属兵家权谋类兵书。它涉及管理学、战略管理学等诸多领域，被世界各国公认为一部最 具权威性的军事战略、哲学著作。然而，实际上它在商业营销领域也有很明显的体现，在战 略思想上有很多相仿之处，在战术思想上，世人皆知的三十六计也全面系统地总结了事军战 争中的思想。《孙子兵法》是我国古代人们思想、经验的结品，孙子通过自己的所看所感将 其记录下来，此部兵法内涵价值丰富，为后人运用在营销领域理论里提供了必须遵循的一些 重要原则。当然，《孙子兵法》全文仅六千字可以说是高度浓缩。所以，想运用《孙子兵法》 的先决条件就是熟读，并仔细研究其精髓。这样才能将其转化成为自己的理论，并能运用自 如，特别是营销人员。因为每一种策略或战术的运用都有一定的环境背景，只有满足某种计 策使用的条件，计策才会有效。 ［关键i司］《孙子兵法》营销管理战略思想战术思想 Theory of how to use 《Master surfs art of war》strategic thought and tactical thinking practice in the modern marketing management theory [Abstract] 《Master surfs art of war》summarize Chinese ancient historical experienee of war,Absorbed many military thoughts at that time,on the whole reveals the basic laws of war and Involved in military science in many fields,It embodies the simple materialism and dialectics thought and it Belong to military tactics class war.lt involves many fields such as management, strategic management, is the world recog nized as one of the most authoritative military strategy and philosophical works .In practice, however, it also has obvious reflected in the field of commercial marketing, there are a lot of similar place on strategic thought, on the tactical thought, well known 36 plan also simply summed up military thoughts in the war.《Master surfs art of war》is the crystallization of ancient peoples thoughts and experienee in our country, the grandson through their own to see what will be its record, the department of art of rich connotation value, provides the posterity in use in the field of marketing theory must follow some of the important principles.of course,《Master surfs art of war》the full text only 6000 words can be said to be highly concentrated.So, If we want to use《Master suns art of war》prerequisite is perusal and study the essence,.To con vert it into his own theory, and be able to use freely, especially the marketing personnel.Because each kind of s