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多研究些问题,少谈些理论中国企业有多少问题,中国咨询就有多少毛病。咨询界能为本土企业解决多少实际问题就能解决多少自身进化的难题。然而,不论是学院派还是实战派,不论是海外智囊还是本土咨询,真正了解中国企业实际问题的并不多。不论是西方的实证也好,还是东方的偏重情感也好,要解决本土企业症结都离不开“对症下药”这一宗旨。似乎本土的主张还不能契合本土的问题,于是有了对舒尔茨、科特勒忠贞不二的虔诚,于是有了对“整合营销传播理论”的盲目移植,有了对所谓意识形态的广告表达形式的狂热。在缺乏海外理论是否适合本土企业的合理求证之前,在理论的领域疯狂地跑马圈地,只能被理解为另有居心的“拉虎皮做大旗”。不能解决实际问题,缺乏自我检验手段的理论必然是“无果之花”。因此,满天飞的专家、
Do more research on these issues, less talk about how many problems the theory of Chinese enterprises, how many problems China Consulting. How much of the real problem can be solved by the consulting community for how many actual problems can be solved by local enterprises. However, whether they are academics or war factions, whether they are overseas think tanks or local consultation, there are not many real understanding of the actual problems of Chinese enterprises. Whether it is the Western empirical Ye Hao, or the Orient emphasis on emotional Ye Hao, to solve the crux of local enterprises are inseparable “the right remedy ” this purpose. It seems that indigenous ideas can not fit the issue of the native land, so with the loyalty of Shultz and Kotler, there is a blind transfer of the theory of integrated marketing communication and the so-called ideology The fanatic of the ad expression. In the absence of overseas theory is suitable for the reasonable confirmation of local enterprises, in the field of theory crazy staking stamina, can only be understood as another clumsy. The theory that can not solve practical problems and lack the means of self-examination must be “a fruitless flower.” Therefore, experts flying everywhere,