用營銷學(xué)的手法推銷自己
[ 2007-03-28 11:26 ]
隨著新一年的來臨，大大小小的招聘會也閃亮登場了。作為大學(xué)即將畢業(yè)的學(xué)生來說，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，如何在找工作的過程中推銷自己無疑成為了重點(diǎn)?，F(xiàn)在介紹一個(gè)新理念：使用營銷策略推銷你自己（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.
營銷學(xué)里有4個(gè)核心觀念（4P)：Product，Place，Price和Promotion。在一場求職的過程中，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，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)勢和劣勢。比如說，作為大學(xué)剛剛畢業(yè)的學(xué)生，優(yōu)勢可能來源于諸如academic
record和extracurricular
activities的部分，像學(xué)術(shù)背景和大學(xué)時(shí)期的課外活動等都是一些很好的證明，劣勢可能就在于沒有工作經(jīng)驗(yàn)，是人們所說的新手，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。總而言之，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無疑就是找工作的薪金了。對于工資水平，當(dāng)然是雙方面的，既來自于雇主，也包含了雇員的要求。當(dāng)然對于那些剛剛畢業(yè)的"新手"，這個(gè)方面沒有太多的優(yōu)勢，因?yàn)樽鳛榇髮W(xué)才畢業(yè)的學(xué)生，往往不具備"開價(jià)"的能力（use
profit maximization pricing
strategy），而且中國的現(xiàn)狀是，畢業(yè)生的人數(shù)日益增多，而且市場上勞動力的供給數(shù)量也在加大，導(dǎo)致了工資的總體水平被壓低。但這種劣勢也是相對的，大學(xué)畢業(yè)生的起點(diǎn)不高，要求不高，通常雇主們會給予考慮，同時(shí)也會通過提供一些培訓(xùn)和實(shí)習(xí)鍛煉的機(jī)會，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程中，那么地點(diǎn)可能就是一次面試，或者一次招聘會，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短的介紹（short
presentation），或者一份漂亮的簡歷等。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，參加招聘會和聽取一些成功人士的求職經(jīng)歷，結(jié)合自己的實(shí)際情況，取長補(bǔ)短，把自己successfully
sell出去。
（通訊員稿 英語點(diǎn)津 Annabel 編輯） |
