从品牌传播和公众消费层面剖析企业价值营销

• 作 者: 李希光 寇佳婵
• 出 处: 现代营销(学苑版)
• 发表日期: 2006年03期
• 关键词: 消费层面 价值营销 危机管理理论 消费者关系 管理程序 现代公共关系 行业形象 高露洁 全球扩张 国家营销

在过去的一年中,跨国公司频频陷入声誉危机成为了一个备受瞩目的媒体现象。一方面要从管理观念、沟通方式等企业的“软件”上找,另一方面则来自于市场化的媒体环境。现代公共关系和危机管理理论源自西方。无论是宝洁、强生还是高露洁,这些跨国公司无一不具有成熟的品牌传播战略和危机管理程序。为什么这些策略到了中国就行不通了?产生这种“淮南为橘,淮北为枳”的现象,很大程度上是由于跨国企业本身缺乏对中国消费者的重视。

In the past year, the frequent collapse of multinational corporations into the crisis of reputation has become a highly regarded media phenomenon. On the one hand from the management of ideas, modes of communication and other business “software” to find, on the other hand comes from the market-oriented media environment. Modern public relations and crisis management theory originated in the West. Whether it is Procter & Gamble, Johnson & Johnson or Colgate, none of these multinational companies have sophisticated brand communication strategies and crisis management procedures. Why these tactics will not work in China? The phenomenon of “Huainan is orange and Huaibei is trifoliate orange” is due largely to the lack of attention paid by multinationals to Chinese consumers.