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用營(yíng)銷學(xué)的手法推銷自己
隨著新一年的來(lái)臨，大大小小的招聘會(huì)也閃亮登場(chǎng)了。作為大學(xué)即將畢業(yè)的學(xué)生來(lái)說(shuō)，學(xué)生生活的重要組成部分“學(xué)業(yè)”也逐漸被“就業(yè)”給取代了。當(dāng)就業(yè)挑戰(zhàn)成為大多數(shù)學(xué)生憂心難題的時(shí)候，如何在找工作的過(guò)程中推銷自己無(wú)疑成為了重點(diǎn)。現(xiàn)在介紹一個(gè)新理念：使用營(yíng)銷策略推銷你自己(Marketing Yourself-using the marketing strategy)。
In popular usage, "marketing" is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centered. Products are often developed to meet the desire of groups of customers or even, in some cases, for specific customers. The four Ps, which are product, pricing, promotion and placement, are often referred to as the marketing mix.
營(yíng)銷學(xué)里有4個(gè)核心觀念(4P)：Product，Place，Price和Promotion。在一場(chǎng)求職的過(guò)程中，product就是求職者自己，找工作的人要把自己給推銷出去，price就是薪金，而place則代表了求職者target的市場(chǎng)，在promotion的階段，求職者要使用不同的方式把自己給推銷出去，即求職者采取何種的方式和方法。
Whether you're at the most senior level, or starting a career at entry-level, it is imperative that you know your product (you) in order to be competitive in today's marketplace. Know what your product is, what is does, (and doesn't do) and how it adds value and benefit to an organization. Don't presume that you can figure it out during an interview. For most of us, it simply can't happen! Do some research on yourself. Prepare. Plan. Practice. Perform. Persist. Produce!
在找工作的過(guò)程中，最重要的要素之一就是了解你自己，了解自己所處的位置，自身的優(yōu)勢(shì)和劣勢(shì)。比如說(shuō)，作為大學(xué)剛剛畢業(yè)的學(xué)生，優(yōu)勢(shì)可能來(lái)源于諸如academic record和extracurricular activities的部分，像學(xué)術(shù)背景和大學(xué)時(shí)期的課外活動(dòng)等都是一些很好的證明，劣勢(shì)可能就在于沒(méi)有工作經(jīng)驗(yàn)，是人們所說(shuō)的新手，不具備相關(guān)的工作背景或者在相關(guān)工作領(lǐng)域的雇主的推薦�？偠灾�，作為應(yīng)聘者，特別是大學(xué)才畢業(yè)的畢業(yè)生，要推銷自己，必須了解自己，了解自身的不足，才知道應(yīng)該怎樣準(zhǔn)備，怎樣做合理的計(jì)劃。最后就是多點(diǎn)實(shí)踐精神和堅(jiān)持不懈的信念，最終達(dá)到自己的目標(biāo)。
Put simply, price is the amount of money or goods for which a thing is bought or sold. Setting the right price is an important part of effective marketing. The price of a product may be seen as a financial expression of the value of that product. For a consumer, price is the monetary expression of the value to be enjoyed/benefits of purchasing a product, as compared with other available items.
在這里，price無(wú)疑就是找工作的薪金了。對(duì)于工資水平，當(dāng)然是雙方面的，既來(lái)自于雇主，也包含了雇員的要求。當(dāng)然對(duì)于那些剛剛畢業(yè)的"新手"，這個(gè)方面沒(méi)有太多的優(yōu)勢(shì)，因?yàn)樽鳛榇髮W(xué)才畢業(yè)的學(xué)生，往往不具備"開(kāi)價(jià)"的能力(use profit maximization pricing strategy)，而且中國(guó)的現(xiàn)狀是，畢業(yè)生的人數(shù)日益增多，而且市場(chǎng)上勞動(dòng)力的供給數(shù)量也在加大，導(dǎo)致了工資的總體水平被壓低。但這種劣勢(shì)也是相對(duì)的，大學(xué)畢業(yè)生的起點(diǎn)不高，要求不高，通常雇主們會(huì)給予考慮，同時(shí)也會(huì)通過(guò)提供一些培訓(xùn)和實(shí)習(xí)鍛煉的機(jī)會(huì)，最終達(dá)到add value的目標(biāo)。 那么這個(gè)時(shí)候，就要求剛剛畢業(yè)的學(xué)生，擺正好自己的心態(tài)，不要提出過(guò)高的要求，而是重在工作經(jīng)驗(yàn)的積累和自己的不斷實(shí)踐和鍛煉上。
Product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional or non-fictional media, and the presence of the product is a result of an economic exchange. Promotion involves dissemination about a product, product line, brand, or company. Promotion is the specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. Information gather is extremely important at this stage of the game.
如果把placement和promotion僅僅限定在一次找工作的過(guò)程中，那么地點(diǎn)可能就是一次面試，或者一次招聘會(huì)，而promotion可能就是招聘者推銷自己的方式，可能是招聘者的一次簡(jiǎn)短的介紹(short presentation)，或者一份漂亮的簡(jiǎn)歷等。作為學(xué)生，就是多多利用現(xiàn)有的資源，比如收集網(wǎng)上的公司的資料、廣告，參加招聘會(huì)和聽(tīng)取一些成功人士的求職經(jīng)歷，結(jié)合自己的實(shí)際情況，取長(zhǎng)補(bǔ)短，把自己successfully sell出去。
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