最近,我们看到越来越多的企业开始使用“招商”这种快速扩张模式来实现企业的发展。其中有些企业用招商来冲销量,把招商视为救命稻草;也有些企业把招商视为尚方宝剑,纳入企业长期的经营计划中。这种不同的背后反映的是企业对招商的认识。对于企业的经营来说,根本的发展途径必须依靠盈利。有人说品牌很重要,有人说深度分销很重要……这些观点和实践能够成为企业年度经营计划一部分的原因是它们可以用来增加盈利。而在很多时候,招商并没有受到企业的重视!很多企业把招商依然视为救命稻草,用来救急。其实造成这种现象的根本原因就是他们还没有认识到招商也是盈利的工具之一。事实似乎并非如此,从她加他的成功到蒙牛加盟的全国性招商,都说明了招商已经成为企业扩张的重要工具。从成功者的思路和经验中可以看出,招商不是一个简单的信息发布,而是兼有拓展市场、整合渠道、融资及形象宣传等多种价值的、长期而又系统的工程。为此,本刊特别组稿,对招商的理念、知识和方法与大家共同探讨…… Recently, we have seen more and more enterprises start using the rapid expansion mode of “China Merchants” to realize their business development. Some of them use investment to offset the amount of investment as a life-saving straw; also some companies to attract investment as Shangfang Sword, into the long-term business plan. Behind this difference reflects the business investment understanding. For the business operation, the fundamental development path must rely on profitability. Some say that brands are important and some say that deep distribution is important ... The reason why these ideas and practices can be part of the company’s annual business plan is that they can be used to increase profitability. In many cases, China Merchants did not receive the attention of enterprises! Many businesses still see investment as a straw, used to emergency. In fact, the root cause of this phenomenon is that they have not yet realized that investment is one of the tools of profit. The fact does not seem to be the case. From her success to joining the national investment in Mengniu, it shows that investment promotion has become an important tool for business expansion. As can be seen from the ideas and experiences of winners, investment promotion is not a simple information release but a long-term and systematic project combining various values ​​such as market expansion, channel integration, financing and image promotion. To this end, our special group draft, the concept of investment, knowledge and methods to discuss with you ...