爱华网半年以来，笔者在市场一线的身体力行，使得笔者对许多理论的感受和体验有自己的诠释和理解。今天重点谈谈言行心理。《论语》里有“纳于言而敏于行”，就说的是具体工作和市场实践中应当谦虚谨慎，不断内省检讨，少吹牛，多干实际事情。这里我们展开分析。
一、 一个扭转局面的案例及言行背道而驰应用实例
中国有个成语，叫“背道而驰”。 《高级汉语词典》中解释道，背道而驰bèi dào ér chí ，背：背向；道：道路；驰：奔跑。朝相反的方向跑去。比喻彼此的方向和目的完全相反。【出自】：唐8226;柳宗元《〈杨评事文集〉后序》：“其余各探一隅，相与背驰于道者，其去弥远。”
【示例】：道学先生于是乎从而禁之，虽然很象～，其实倒是心心相印。 ◎鲁迅《坟8226;从胡须说到牙齿》。【近义词】：南辕北辙、适得其反、北辕适楚 【反义词】：如出一辙、并驾齐驱 【语法】：偏正式；作谓语；形容越跑越远，永远达不到目的。
事实上，在《孙子兵法》中，往往有对“背道而驰”的经典应用，最简单的“空城计”就是一个反其道而行之的案例。事实上，这些应用都是“不得已而用之”。
笔者的一个朋友有一段切身经历。有个团队，在经历一些特殊动荡之后，人心不稳，局势不稳，团队流逝严重，中层经理级别以上和相当部分员工都离开，而该朋友奉命接手治理。接手的第一件事情就是凝聚人心，“反其道而行之”，以远景驱动和动机管理为切入点，转移团队的注意力，具体体现方式就是吹大牛，搞大跃进，在这个过程中逐步实现扭转状态，提升方法和提升结果。从这个意义上说，这就是言行的“背道而驰”的应用，或是反其道而行之的应用。言行一致，君子之道也。言行不一者，不祥之器，不得已而用之，不可不慎。
结果是反其道而行之的应用解决了状态问题，解决了稳定问题，并逐步形成一种状态基础上的稳定局势。在此基础上，形成了新的阶段的目标和完成目标方法，在这个阶段，则应言行一致地搞，计划就应当落实，奖罚制度就应当执行。所以管理之道也是应变之术，不能教条主义，完全教条主义或抄两本西方管理学的几个表格或教条，是要出问题的。
笔者一个导师经常和笔者讨论类似问题，我们讨论企业的理想和现实的时候，笔者的导师很真诚地说，理想是方向，但活着是基础。如果死了，就没有实现理想的基础了。所以在执行层面说，如果先活着，则首先是稳定基础上的净利润问题，这是核心，就和抗日战争时期，消灭敌人有生力量才是核心一样。
在言行一致基础上，行的方面，是“做到”的方面，关键是各个细节的深入把握和考虑。笔者自己在细节实践的过程中，通过不断深入细节，纠正检讨自己行为习惯等孜孜不倦的努力，也发现了“行”的方面关注细节的重要性。简单说，我们在上海的南京路上走路逛，如果走路，也就是“行”的过程中不注意路的情况，不注意周围人和车辆，不注意红灯信号，就可能出事情。但就在南京路走路这一行为来说，更多的是经验和习惯。一个生活在上海的老太太，或者她是吃低保的，智力一般，但她在南京路走路，一定很正常；一个偏远县城的县委书记，或是大学生出身，只要没来过大城市，他初次到上海在南京路上走路，其气质，行为，各个细节一眼就能看出来，他的走路和适应大城市复杂的交通规则方面必然存在许多适应性动作。这个角度说，有时候“行”是一种习惯，包括切实地，踏实地去关注执行的细节，围绕目标实现去想怎么办的时候，最终目的是形成一种好的习惯，好习惯本身就是成功的一半。
二、 谦虚谨慎的态度和纳言敏行
笔者一导师经常讲“知道和做到”。知道一件事情容易，做到一件事情相对来说是另一种境界。知道怎么游泳简单，真跳到海里有许多读过游泳书而没有真正游泳过的会有许多淹死。人坐在教室读一本《如何游泳》的书简单，自己心里也知道，这只是读书；但要是放到海里游，心态就不同，因为自己心理知道，必须游好，不然就没命，水火无情。人在咖啡馆里喝着咖啡，读着《驾驶知识》的书，那心态是很简单的，知道怎么开车就行；但当开在高速公路上，就必须全神贯注，不然的话就有生命危险。所以，谦虚谨慎四个字，谦虚说的是态度，谨慎说的是行为细节。比如说我们说的案例中，读书是要谦虚的，但实践是要谨慎从事的，无论游泳和开车。知道是学的过程，做到是习的过程。
实践中还存在一个技能问题，就是有没有能力完成行为问题。然后就是如何提高技能的问题，及提高的加速度。市场实践过程中，知道的过程通过社会实践和一线实践是最直接的，也是最有效的，当然不是说读书无用，读书如果“学以致用”做到了，那效果更好。
为了能谦虚谨慎，行为上就应当纳言敏行，少吹大牛，多干实际事情。社会实践中，所有的空洞忽悠和鼓动必须结合实际的物质和实际看得见摸得着的东西一起才能起作用。
三、 小结
若干年前，笔者初到上海的时候，笔者的一个兄长，姓甘，曾经无数次提醒笔者说，让笔者一定要先踏实到一线去实践，集中精力去实践，去踏踏实实进步，到市场实践和管理实践中去体验具体行为和感受，然后写的东西才有可能不断提高深度，不断进步，不断对读者有些思路的启发（参考：沈宗南、张京宏：《项目营销和PMI体系中国化应用》，上海世新，2005）。如不进行一线实践，文章就是闭门造车，别说想成为Master，就是想成为普通的author也不会有多少含金量。
实践出真知。这话是对的，我分享给所有的读者朋友。营销心理学研究系列九篇，从深度上讲未必深刻，或是肤浅，有一点是值得欣慰的，那就是这九个方面涉及了市场实践活动中的主要方面，其余三个方面（营销环境PEST和SWOT，营销产品周期和风险，财务与人力资源及法律，暂不进行讨论）我们不展开，毕竟其余三个方面涉及的面大，并准确地说属于管理学范畴。希望这一系列的研究，能为读者提供一个更广阔的视角，以抛砖引玉。
上述是笔者观点，不当之处，敬请批评指正。
Marketing Psychology Study Series (i) the words and deeds of psychology: the modest and prudent marketing practice and Toshiyuki Nagon and Application
Authors: Zhang Jing-hong
Time: Second Saturday, July 11 nine-OO
Location: Shanghai Office
topics: Management Essay
Number: SN_JJYLS_ZJH_200907110002_08GL
motto: Department inaction on the matter, the words not taught
six months, the author of the first-line practice in the market, making the theory of the author of many feelings and experiences have their own interpretation and understanding. Psychological focus on the words and deeds today. "The Analects of Confucius," there are "satisfied and is sensitive to the words" and said that the specific work and the market should be modest and prudent practice, and constantly review introspection and less bragging, more practical things dry. Here we analyze.
First, a reverse situation runs counter to the case and application of words and deeds
Chinese have a proverb, called "opposite." "Advanced Chinese Dictionary" explained Road, runs counter to bèi dào ér chí, back: back; Road: Road; Chi: running. Ran the opposite direction. Compared each other‘s exactly the opposite direction and purpose. 【From: Tang 8226; Liu Zongyuan "<Yang commentary matter Collection> after the sequence": "Exploration of the remaining corner, phase and run in the opposite direction on the Road, their last弥远."
【Example】: Mr. Daoxue a result of the ban and thus, although much like ~, in fact, it is affiliated. ◎ Lu "grave 8226; Speaking of teeth from the beard." 【Synonym】: nothing, just the opposite, the North House Fitness Chu】 【Antonyms: exactly the same, to keep pace】 【syntax: Partial official; for predicate; described more run farther, never achieving its purpose.
In fact, in the "Art of War" often have to "run counter to" the classic application of the simplest "of city" is an opposite case. In fact, these applications are "a last resort and used."
A friend of my own experience for some. There is a team, after a number of special turmoil, the people insecure, unstable situation, the team goes by the serious, middle-manager level and above and a considerable number of staff have left, and the friend was instructed to take over governance. The first thing to take over is the cohesion of the people, "the opposite" to the management of long-term drive and motivation as the breakthrough point, the transfer of the team‘s attention, and a concrete manifestation of the way is the wind Daniudi, engage in the Great Leap Forward, in the process in the progressive realization of the state to reverse the upgrade and enhance the results. In this sense, that is, words and deeds of the "opposite" of the application, or application of the opposite. Says the king is also. Different words and deeds, and ominous, and a last resort and used, caution.
The result is the opposite of the application to resolve the status issue, solve the stability problems, and gradually formed on the basis of a state to stabilize the situation. On this basis, the formation of a new stage in the completion of the goals and objectives of methods, at this stage, it should be as good as its word out, plans should be implemented, should be the implementation of reward and punishment system. Therefore, contingency management is the art, can not be dogmatic, dogmatism, or full take two of the few Western Management form or dogma, is to the problem.
The author and the author of a regular teacher to discuss similar issues, we discuss the business when the ideal and reality, I am truthfully say that the instructors, the ideal direction, but is the foundation alive. If you die, there would be no basis for the realization of the ideal. At the operational level so that if the first is alive, then first of all is stable on the basis of net profit, which is the core, and the War of Resistance Against Japan on and destroying the enemy‘s effective strength is the same core.
In the words based on the trip was "to do" aspects, the key is to grasp all the details of the depth and consideration. The author details his own practice in the process, through the deepening of the details and correct their own behavior, such as reviewing the tireless efforts and found a "transportation" aspect of the importance of attention to details. To put it simply, we Nanjing Road in Shanghai, walking around, if the walk, that is, "the" pay no attention to the way the course of the case, pay no attention to people and vehicles around, pay no attention to the red signal, may be out of things. However, walking on Nanjing Road in the act, the more experience and habits. A woman living in Shanghai, or she is to eat low and intelligence in general, but she walked in the Nanjing Road, it is normal; a remote county of the county party secretary, or university students, who never been as long as the big cities, he first to walk on the road in Nanjing, Shanghai, and its temperament, behavior, each one will be able to see the details of his walk and adapt to complex rules of the road cities are bound to exist in many aspects of adaptive action. This point of view that sometimes "line" is a habit, including the practical and pragmatic way to pay attention to the details of implementation, focusing on how to achieve the objective of thinking to do, the ultimate aim is to develop a good habit in itself is a good habit half way to success.
Second, modest attitude and Toshiyuki Nagon
I often say a mentor "to know and do." Easy to know one thing, relatively speaking, to do one thing is another realm. Simply know how to swim, I jump to the sea to swim, many read the book and did not really have a lot of swimming drowned. People sitting in a classroom reading of "How to swim" in the book is simple, know their own minds, this is only the study; but if the sea on the trip, the mentality is different, because they know the psychological need to swim well, otherwise you will die. In cafes drinking coffee, reading "driving knowledge" of the book, and that attitude is very simple, know how to drive on the line; but open on the highway, it is necessary to concentrate on, otherwise there is danger. Therefore, the modest words, that is the attitude of modesty, caution that the details of the act. For example, we are talking about cases, the study is to modest, but the practice is to take care of, regardless of swimming and driving. Know the process of learning, so is the process of learning.
In practice there is still a skills issue, that is, has the ability to complete the behavior problems. Then there is the question of how to improve skills, and improve acceleration. Market practice, to know the process through social practice and practice is the most direct line, but also the most effective, of course, does not mean that useless reading, reading if "apply" to do, it better.
In order to be modest and prudent behavior on the line should be sensitive Nagon less blowing large cattle, more than the actual things dry. Social practice, all the empty忽悠and encouragement must be the actual material and actual tangible things to work together.
III Summary
Some years ago, when I first arrived in Shanghai, the author of a brother, surnamed Gan, had to remind the author that many times, so I must first go down to front-line practice, focus on practice, and to do progress to the market practice, practice and management experience to the specific acts and feelings, and then write what will it be possible to continuously improve the depth, continuous progress, and continuously to the reader some idea of the inspired (reference: South Zong, Zhang Jing-Hong: "Project marketing and the application of PMI system in China" , Shanghai New World, 2005). If not for the frontline of practice, the article is behind closed doors, let alone want to be a Master, is that the author would like to become a general is not how much gold.
This is, I share a friend to all readers. Psychology Marketing Research Series 9, speaking from the depth may not be profound or superficial, it is reassuring to note that it is involved in nine of the market practice of the main aspects of activities, and the remaining three areas (marketing environment PEST and SWOT, marketing product life cycle and risk, finance and human resources and legal, not to discuss) we do not start, after all, the remaining three involved is large, and is precisely the scope of management. I hope this series of studies, can provide readers with a broader perspective in order to offer their valuable suggestions.
The above is my view, inappropriate, please criticism.
The original Simplified Chinese
