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去年的热播剧《潜伏》中有句台词曾经深深地打动了笔者——“有一种胜利叫撤退,有一种失败叫占领。”笔者认为这是一种中国智慧,这种智慧无时无刻不体现在我们的生活当中、我们的营销活动当中。今年7月《福布斯》和《胡润》发布品牌价值排行榜之后,笔者开始思考中国移动的品牌贬值问题。对照去年的排行榜,中国移动虽然蝉联第一,但品牌价值却大幅缩水,现在,笔者总算是找到了用来描述这一事件的词语——撤退,中国移动品牌贬值就是自己主动选择的一种撤退。
Last year’s hit drama “Lurking” in a sentence has deeply touched the author - “There is a victory called retreat, there is a failure called occupation. ” I think this is a kind of Chinese wisdom, this wisdom all the time Not reflected in our lives, our marketing activities. In July this year, “Forbes” and “Hoogewerf” released brand value list, the author began to think about China Mobile’s brand devaluation. Control last year’s list, although China Mobile won the first, but the brand value has shrunk dramatically, and now, I finally found the words used to describe the incident - the retreat, the Chinese mobile brand devaluation is one of their own initiative retreat.