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近几年,笔者由于工作原因在韩国待的时间较长,在韩国滞留期间应邀参加了许多省市、特别山东半岛及青岛市五市七区在韩国主要城市举办的各类招商活动,由于工作缘故,阅读外宣品和招商宣传材料,也成了一大嗜好。由于中韩两国制度不同,接受教育不同,思想观念及表达方式等方面存在的诸多差异。我们所傲的对外宣传品和招商宣传材料,很难让韩国朋友看懂。试想如果我们花了许多钱,做了许多精美的印刷品,又租用了会议室、安排了大型宴会,再加上庞大的代表团前来推介,却让受众不能理解您要表达的内容,甚至看到宣传品起反作用,那我们的外宣品和招商宣传材料还有什么意义呢?有些招商队伍回国后,深有感触地讲真是劳民伤财。有的放矢,让受众理解是我们的基本目的,因此,一定要研究、了解对方的企业文化、社会环境、思维方式和经营理念等。实践证明,有许多因素会影响经济,但文化有时确实会起到至关重要的作用,有时是文化决定一项事的成功与否。我们总是站在我们的角度思考问题、谈问题,很少换位思考问题。在对外招商宣传这一点上我们是否应换位思考一下,探索新的理念定位。下面谨摘取所见到的几例招商宣传材料中所忌讳的几个问题与大家商榷。一孔之见,难免有谬误之处,还望谅解。一忌:大话、空话连篇
In recent years, due to work reasons, I stayed in Korea for a long time. During my stay in Korea, I was invited to participate in various investment promotion activities in many provinces and cities, especially in Shandong Peninsula and Qingdao City, Sake, reading foreign propaganda materials and promotional materials, has become a major hobby. Due to the different systems of China and South Korea, there are many differences in the aspects of education, ideological concepts and expressions. We proud of foreign propaganda materials and promotional materials, it is difficult for Korean friends to understand. Imagine if we spend a lot of money, do a lot of beautiful prints, rented conference rooms, arranged for large banquets, coupled with a large delegation to promote, but let the audience can not understand what you want to express, or even look To the promotional materials counter-productive, then our propaganda materials and propaganda materials, what is the point? Some investment team returned to China, with deep feeling really is a waste of money. Targeted, so that the audience to understand is our basic goal, therefore, we must study and understand each other’s corporate culture, social environment, ways of thinking and business philosophy. Practice has shown that there are many factors that can affect the economy, but culture sometimes does play a crucial role, sometimes because culture determines the success of one thing. We always think in terms of our point of view, talk about the problem, rarely empathy questions. In the foreign investment promotion on this point we should empathy think about to explore new ideas positioning. I would like to take away the following few examples of investment promotion materials taboo to discuss with you a few questions. A hole in opinion, it is inevitable that there are fallacies, but also hope forgive me. A bogey: big talk, empty talk