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品牌是一个很好听的词,尤其是对当前处于全球产业链末端的中国。政府官员们谈论品牌可以证明自身的崇高追求;企业家们谈论品牌,可以证明自己境界高远;而专家谈论品牌,当然是一门生意。现在的营销传播可以说如火如茶,每个人都在争当弄潮儿,不谈策划似乎就不懂品牌和财富,正如农民不懂种麦子一样。的确,品牌包括品牌建设、传播在改变着我们的生活,许多现实的规则也在发生着变化。忽然想起三年前的“洋忽悠”达芬奇事件。达芬奇的造假行为,除了毁坏其自身形象外,似乎还在产生一系列连锁反应。
Branding is a very good word, especially for China, which is currently at the end of the global industrial chain. Government officials talking about brands can prove their lofty pursuit. Entrepreneurs talking about brands can prove that they are at a high level. Experts talking about brands are of course a business. Today’s marketing communication can be said to be like a fire. Everyone is arguing as a pedant, and planning does not seem to understand brands and wealth, just as farmers do not know how to grow wheat. Indeed, brands, including brand building, and communication are changing our lives, and many real-world rules are changing. Suddenly remembered the “Ocean Huyou” Da Vinci incident three years ago. In addition to destroying his own image, Da Vinci’s fraudulent activities appear to be producing a series of chain reactions.