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标准是尺码、数字;是确定,是力量;是权威,是极限;是说话权、是行动指挥棒。这里所谈及标准是指营销层面,创意的目的和价值皆在于建造、持续、完善和沟通标准,并使标准基于“国性”而互动。 2004年底,我带领团队开始着手沃尔玛这个全球最大公司、九年来在中国市场的首次品牌传播策略上的研究、制定与执行。一切源于标准,因为沃尔玛本身就是标准。标准所蕴涵的不仅
The standard is size, number; is OK, is power; is authority, is the limit; is the right to speak, is the baton of action. The standards mentioned here refer to the marketing aspect. The purpose and value of the ideas are all in terms of building, sustaining, perfecting and communicating the standards and enabling the standards to interact based on “national character.” At the end of 2004, I led the team to start research, formulation and implementation of the first brand communication strategy of Wal-Mart, the world’s largest company, in the Chinese market in the past nine years. Everything comes from the standard, because Wal-Mart itself is the standard. Implied in the standard not only