爱华网管理和营销的最高境界是人性。到了一定程度，科学和艺术是相通的，管理和营销是相通的，相通点就是人性。营销心理学是研究人性心理和逻辑的学问。笔者将进行系列深入的研究，以期望对市场人员，营销人员，销售人员，大客户销售人员，公共关系人员和管理人员，能有一定参考和借鉴。
一、岳飞之死的历史事实情况概述
1140年，千锤百炼出来的民间武装力量由岳飞带领，进行小南宋王朝的北伐，进攻河南郾城（是倚天屠龙记里郭靖防守的襄阳城的东北方向）。女真总司令完颜兀术集合重兵进行镇守，全国人民为岳飞当拉拉队，当时皇帝宋高宗赵构也发邮件给岳飞，请他小心应对。决战开始后，兀术使用拐子马，相当于冷兵器时代的坦克车，2000匹马，相当于600多辆坦克进行攻击，岳飞使用勾镰枪，专门砍马腿，取得实效，结果全胜。兀术悲痛地说：“自从故乡起兵，靠此制胜，今竟如此。” 兀术再集合部队反击，结果12万金兵在小商桥碰到岳飞部下杨再兴的八百名士兵，激战，结果杨的八百人全战死，金损失两千多人。兀术大惊，退避开封，岳兵团追到离开封四十里的朱仙镇。问题在这个时候产生了。岳飞不和宋高宗沟通，不请示，不报告，擅自对部队说，同志们！让我们打到黄龙，把两个皇帝接回来，然后我们喝啤酒，也！兀术此时心慌，准备北退，放弃黄河以南地区，退到燕京（今天的北京）。但他的一个参谋长阻止了他，对兀术说：“老大，不急！世界上从来没有听说过，当权人物在内部猜忌掣肘，而大将能够在外面建立功勋的。岳飞生命都有危险，岂能有所作为！” 兀术一听，心里顿时明白。
这个兀术参谋长的判断完全正确。岳飞的宣言刺痛了现在南宋皇帝的隐痛。你岳飞能耐大，把两个皇帝接回来，现在的皇帝往那里摆？算什么名堂？是不是？现在最高当局宋高宗有两个最大恐惧，一是两个被金逮捕的皇帝突然放回来怎么办，自己还不得下课？二是民间领袖人物发生了类似“陈桥兵变”的事，自己还是下课。在全国利益的大我和自己能不能继续当皇帝的小我之间，宋高宗小赵同志是有难言之隐的，但岳飞这个二愣子，不请示不报告就算了，还宣传要接两个被逮捕的皇帝回来，真是政治上太天真。
而有一个人，洞察了宋高宗的肺腑，这个人是当时最高人民检察院的副检察长，叫秦桧，我们简称小秦。小秦抓住高宗心理上的要害，提出和金和解，并说，和解只是一种手段，目的是解除帝位的威胁。高宗喜出望外，任命小秦当总理，当时叫宰相，负责和金谈判。
当谈判进入关键阶段时候，小岳同志（岳飞）的部队已经打到朱仙镇。怎么办？高宗一天发十二道金牌，要求小岳撤兵，不听就是叛变。岳是忠孝观念，只能服从。
高宗对将领进行论功行赏。韩世忠当国防部长，岳飞当副部长。同时，这也是解除了两人的军权。可岳飞还在政治上不明白，天天喊反对和解，要爱国，要打黄龙（当然接回两个皇帝）。金国不得不按时小秦同志说，如果高宗赵构同志没有能力整顿内部，他们就把两个皇帝放回来整顿。高宗于是下决心要铲除岳飞，让秦桧办此事情。小秦说小岳谋反，逮捕了岳飞。韩世忠问小秦，说真的吗，秦桧说：“莫须有”。秦是南京人，莫须有可能是当地方言，大约是“不见得没有”的意思。这种事情不能公开处决，只能秘密处决。岳飞和儿子岳云及几个忠心部将，被秘密处决。民间坚持说，岳飞等受到的是活剥人皮的苦刑。
1141年岳飞真的象兀术的参谋长说的，被杀害。1142年宋金和解，宋称臣，每年交纳银25万两，两国以淮河和大散关为界。大散关就是今天陕西宝鸡。
岳飞同志牺牲时候仅仅39岁。人们不敢公开问责最高责任人高宗，就拿秦桧开刀，说小秦是坏人。直到今天的杭州西湖，秦的铁像在岳飞坟墓前，经常被游客砸，以至于这些铁像必须被不断铸造，才能承担。
我们用小脑想一想：没有高宗的支持和指挥，秦桧杀得了岳飞吗？两人没有私仇，也没有公仇。根本原因是岳的政治主张时刻威胁高宗的皇帝位置的安全性。
从这个角度讲，秦桧真是千古奇冤。
二、岳飞之死的历史事实带给营销心理学的启示
启示一：我们可以把岳飞看成一个大客户经理，他的老板是高宗，北伐是市场攻击。一个大客户经理能不能稳定地干，关键所在，是能力合格的基础上，要让老板放心。岳的致命错误是，他让老板高宗感觉到岳飞“挟客户以令老板”，是高压线，你打到黄龙，拿下市场，最后结果是老板要下课，那好办，老板就先让你下课。活剥人皮算轻的，没有凌迟已经很给面子，算客气的。
启示二：好的大客户经理应当研究营销心理学，起码内外兼顾。除了有做市场攻击的基本能力外，要有内部斗争的基本方向感，至少要给你的老板安全感。一旦人和人合作，心理上产生隔阂和起了疑心的话，之后所有的努力和弥补都无济于事。若真事情到这个地步，有本事的就早点找一个合适的去处，体面结束合作。
启示三：政治和军事的斗争，官方和土匪的斗争，及任何行业的商业斗争，本质上都是成本和回报的数字游戏规则。所有的斗争中，沟通非常重要（参考：沈宗南 张京宏《规模化营销》，2008）。岳飞不沟通，不报告，自作主张，最后还是被活剥人皮的下场。所以，一定要多沟通报告，不丢人的。任何有效的管理系统里面，互相的沟通报告都是基本的流程。
三、小结
某种意义，营销心理学是和管理心理学起源于同一的逻辑思维起点的。我们在具体工作中进行应用的时候，应当结合实际，从逻辑上和心理上进行分析判断，进而形成明确的工作风格，形成互相之间心理上没有隔阂的，互相理解的团队合作形态，那才能成事。
上述是笔者观点，不当之处，敬请批评指正。
下面为英文版本；
Marketing Psychology Study Series (a) Yue Fei‘s death: ancient grievances qi is Qin Hui
Authors: Zhang Jing-hong
Time: Second Sunday, April 12 nine-OO
Location: Shanghai Office
Theme: Management Essay
ID: SN_JJYLS_ZJH_20090412002_08GL
Motto: Department inaction things, the words not taught
Management and marketing of the highest state of human nature. To a certain extent, science and art are interlinked, management and marketing are the same, the same point is human nature. Marketing psychology is to study human psychology and the logic of science. I will be a series of in depth research to the market expectations of staff, marketing staff, sales staff, large customer sales, public relations staff and managers can reference and learn from some.
First, the death of Yue Fei a summary of the historical facts
In 1140, thoroughly tempered by the civil armed forces led by General Yue Fei, the small of the Northern Expedition in the Southern Song Dynasty, Henan attack Yan Shing (the Dragon Saber Yitian defensive Yangyang Guo Jing in the northeast of the city). Nuzhen Wushu Wanyan commander-in-chief to conduct a large number of troops guarding the collection, when the National People‘s cheerleaders for the Yue Fei was also Zhaogou Emperor Song Gao Fei email, please respond to him very carefully. After the battle, use the kidnapper Wushu Ma, which is equivalent to the age of cold steel tanks, 2000 horses, which is equivalent to more than 600 tanks to attack the use of hook sickle Yuefei guns, specialized cutting leg to obtain practical results, the results of victory . Wushu sad to say: "Since the home raised an army, by this victory, this should be so."Wushu forces re-set back, resulting in 120,000 Jinbing bridge in the small business men metYnagzaixing Yuefei the 800 soldiers, fighting, resulting in Yang of the entire 800 people died, the loss of more than 2000. Wushu turn, retreat in Kaifeng, Yue Corps Sishili catch up with letters to leave the Zhuxian Town. The issue at this time born. Yue Fei and Song Gao do not communicate, do not ask, do not report unauthorized said of the troops and comrades! Let us reach the Huanglong, the two emperors back, and then we drink beer, also! Wushu flustered at this time, ready to back the North to give up the southern area of the Yellow River, back to Yanjing (today‘s Beijing). But one of his chief of staff stopped him, for Wushu said: "The boss is not radical! The world had never heard of, the ruling People suspicion in the internal constraints, and the general to the outside of the establishment of Merit. Fei‘s life has dangerous, how can we make a difference! "Wushu a heart to understand immediately.
The chief of staff of the judgeWushu entirely correct. The Universal Declaration of Yue Fei of the Southern Song emperor now prick of pain. Your ability to Yue Fei, and the two then come back to the emperor, the emperor to put there? What kind of names? Is not it? Song Emperor now has the highest authorities of the two biggest fear, first, the arrest of two gold suddenly put the emperor back to how to do that they also may not be school? Second, civil society leaders have taken place in similar "Chen Bridge mutiny" of the matter, or their own school. Interests in the country and I can continue to be their own mini-me between the emperor, Song Gao Zhaogou comrades are hiding something, but this Yuefei son, not even if asked not to report, and also promotion to take the two were arrested The Emperor came back, is politically naive.
And a person insight into the Song Emperor‘s heart, this man was the Supreme People‘s Procuratorate of the Deputy Procurator General, Named qinhui, cypress, we referred to as small Qin. Emperor Qin seize small psychological point and the proposed settlement, saying that reconciliation is only a means to remove the threat ofoffer . King pleasantly surprised, when the appointment of a small Qin prime minister, was named prime minister in charge of the negotiations and payment.
When the negotiations entered a critical stage, the small mountain Comrade (Yue) Zhuxian Town of troops have been hit. How do? King made 12 gold a day, require a small mountain troops, do not listen to is the mutiny. Yue Chung concept is only to obey.
Emperor of the generals to carry out rewarding. Hanshizhong when the Secretary of Defense, when the Deputy Minister of Yue Fei. At the same time, this is the lifting of the military power of the two. Fei also can not understand politics, saying opposed to reconciliation, to be patriotic and fight the enemy stronghold (of course the two back to the emperor). Qin Jin small time comrades have said that if the Emperor can not afford to rectify Zhaogou internal comrades, they had put back to straighten out the two emperors. Gao Fei was determined to get rid of, so do the things Qin Hui. Yue Qin small small rebellion that the arrest of General Yue Fei. Qin Q Hanshizhong small that you really, Qin Hui said: "unwarranted." Qin Nanjing, and trumped-up may be the local dialect, is about "no no" means. This kind of thing can not be made public executions, executions can only be a secret. Yue Yun Yue Fei and his son and several loyalty will have been executed in secret. Civil insisted that Yue Fei is a living, such as by stripping of human skin torture.
Yue Fei in 1141 as Wushu really the chief of staff said, were killed. Song of reconciliation in 1142, Song to concede defeat, Silver 250,000 annually to pay two to two and scattered to the Huaihe River as the border clearance. Large bulk clearance Shaanxi Baoji today.
Comrade Yuefei only 39 years old when sacrificed. People dared not responsible for the highest public accountability Emperor, Qin Hui Take an operation that is a bad guy small Qin. West Lake in Hangzhou today, Qin Yue Fei of the iron as in the grave before the tourists hit often, so these must be continuous iron casting like to assume.
We think the cerebellum: There is no support and command Emperor, Qin Hui Fei butyl of it? The two no personal enmity, nor the public hatred. The fundamental reason is the political moment Yue Gao a threat to the safety of the location of the emperor.
From this perspective, Qin Hui Qi is injustice through the ages.
Second, the death of Yue Fei of the historical facts of the Enlightenment to the marketing of psychology
Inspiration I: Yue as we can to a large client manager, his boss is the Emperor, the Northern Expedition to attack the market. A client manager can be dry and stable, the key is the ability to pass on the basis of the assured to make the boss. Yue‘s fatal error was that he let the boss feel Gao Fei "With the customer in order to make the boss" is a high-tension line, you hit the enemy stronghold, winning the market, the final outcome of the boss to class, it was true, the boss on the first your school. Undigested light balance of human skin, there is no face-saving凌迟already quite polite.
Revelation II: large customer marketing manager should study psychology, both inside and outside at least. In addition to the market‘s basic ability to attack, there must be an internal struggle against the basic sense of direction, at least your boss to give a sense of security. Once the co-operation and psychological barriers and have a suspicion, then, after all the efforts and make up for all to no avail. If the matter to this stage, you have that capability as soon as possible of the place to find a suitable, decent end of cooperation.
Revelation Three: the political and military struggle, the struggle against the government and bandits, and the business fight against any industry, in essence, are the costs and returns the number of rules of the game. The struggle of all, communication is very important. Fei does not communicate, do not report, made the decision himself, or was the last living human skin peeling off. Therefore, we must communicate the report, do not lose face the. Any effective management system inside each other‘s reports are the basic communication process.
III Summary
A sense, marketing and management Psychology Psychology is the origin of logic in the same starting point. We work in specific applications in time, should be practical, from the logical and psychological analysis, and the work of the formation of a clear style, not the formation of the psychological barriers between each other and mutual understanding form the team, it can be be brought to fruition.
The above is my view, inappropriate, please criticism.
The original Simplified Chinese
