{"id":470,"date":"2006-10-18T16:05:50","date_gmt":"2006-10-18T16:05:50","guid":{"rendered":""},"modified":"2006-10-18T16:05:50","modified_gmt":"2006-10-18T16:05:50","slug":"","status":"publish","type":"post","link":"https:\/\/ucdchina.com\/baiya\/?p=470","title":{"rendered":"\u4f53\u9a8c\u7684\u4ef7\u503c[\u8f6c\u53d1]"},"content":{"rendered":"

\"attachments\/200610\/18_161349_ok.jpg\"<\/a>
\n\u4f5c\u8005\uff1a\u82f1\u56fd\u300a\u91d1\u878d\u65f6\u62a5\u300b\u65af\u7279\u51e1?\u65af\u7279\u6069(Stefan Stern)
\n2006\u5e7410\u670816\u65e5 \u661f\u671f\u4e00 <\/b><\/p>\n

\u8fd1\u4e9b\u5929\u6765\uff0c\u7279\u522b\u662f\u5728\u9605\u8bfb\u5404\u79cd\u62a5\u9053\u7684\u65f6\u5019\uff0c\u6211\u8111\u6d77\u4e2d\u5173\u4e8e\u201c\u5e02\u573a\u63a8\u5e7f\u5df2\u6b7b\u201d\u7684\u60f3\u6cd5\u5374\u96be\u4ee5\u6291\u6b62\u3002\u6bd4\u5982\u6211\u4eec\u6700\u8fd1\u5728\u82f1\u56fd\u5c31\u8bfb\u5230\uff0c\u51e0\u4e2a20\u4e16\u7eaa70\u5e74\u4ee3\u4ee5\u6765\u51e0\u4e4e\u88ab\u9057\u5fd8\u7684\u54c1\u724c\u5df2\u91cd\u65b0\u73b0\u8eab\uff0c\u800c\u4e14\u663e\u7136\u662f\u8981\u9ad8\u8c03\u91cd\u51fa\u6c5f\u6e56\u3002 <\/p>\n

Smash\u724c\u571f\u8c46\u6ce5\u65b9\u4fbf\u98df\u54c1\u3001Spam\u724c\u5348\u9910\u8089\u7f50\u5934\u3001\u871c\u6843\u7ea2(Mateus Rose)\u724c\u8461\u8404\u7259\u9152\u548cBrut\u724c\u987b\u540e\u6c34\u7b49\uff0c\u90fd\u5728\u8ba9\u4e00\u4e9b\u8001\u987e\u5ba2\u91cd\u65b0\u719f\u6089\u81ea\u5df1\uff0c\u540c\u65f6\u53c8\u8d62\u5f97\u4e86\u65b0\u7684\u8ffd\u968f\u8005\u3002\u53e6\u4e00\u4e2a\u6765\u81ea\u8fc7\u53bb\u7684\u51b2\u51fb\u6ce2\u662f\u5fb7\u56fd\u8461\u8404\u9152\u54c1\u724cBlue Nun\uff0c\u5b83\u66fe\u56e0\u53e3\u5473\u7cdf\u7cd5\u800c\u6ca6\u4e3a\u7b11\u67c4\uff0c\u73b0\u5728\u5374\u6539\u5934\u6362\u9762\uff0c\u201c\u5927\u6709\u6539\u8fdb\u201d\u4e14\u6781\u4e3a\u7545\u9500\u3002 <\/p>\n

Blue Nun\u7684\u751f\u4ea7\u5546\u8868\u793a\uff0c\u5b83\u5df2\u7ecf\u4e3a\u8fd9\u79cd\u66fe\u7ecf\u906d\u4eba\u5632\u7b11\u7684\u4ea7\u54c1\u627e\u5230\u4e86\u72c2\u70ed\u7684\u65b0\u62e5\u8db8\uff1a\u201c\u5927\u91cf\u996e\u9152\uff0c\u4f46\u5bf9\u9152\u7684\u590d\u6742\u53e3\u611f\u6ca1\u5174\u8da3\u768425\u81f335\u5c81\u5973\u6027\u201d\u3002\u5f53\u521d\u9700\u8981\u8fd9\u4e9b\u5973\u4eba\u7684\u65f6\u5019\uff0c\u5979\u4eec\u90fd\u5728\u54ea\u91cc\u5462\uff1f <\/p>\n

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\u90a3\u4e48\uff0c\u8fc7\u53bb30\u5e74\u6765\u63a8\u5e7f\u65b0\u4ea7\u54c1\u7684\u5de8\u989d\u8d44\u91d1\u7528\u5230\u54ea\u53bb\u4e86\uff1f\u5982\u679c\u5728\u4ed8\u51fa\u6240\u6709\u7684\u52aa\u529b\u548c\u8d44\u91d1\u4e4b\u540e\uff0c\u5168\u4e16\u754c\u771f\u6b63\u60f3\u8981\u7684\u5374\u662f\u67d0\u79cd\u53ef\u7591\u7684\u751c\u5473\u767d\u8461\u8404\u9152\u548c\u4eae\u7c89\u8272\u7684\u732a\u8089\u52a0\u5de5\u54c1\uff0c\u5bf9\u5e02\u573a\u4eba\u5458\u800c\u8a00\uff0c\u8fd9\u5f88\u96be\u7b97\u662f\u79cd\u6210\u529f\u3002 <\/p>\n

\u5e02\u573a\u63a8\u5e7f\u5b58\u5728\u4e00\u4e2a\u95ee\u9898\u3002\u5b83\u7684\u804c\u8d23\u5f80\u5f80\u662f\u201c\u62e5\u6709\u987e\u5ba2\u201d\uff0c\u6216\u8005\u6b63\u5982\u82f1\u56fd\u5e02\u573a\u8425\u9500\u534f\u4f1a(Marketing Society)\u6240\u8a00\uff1a\u201c\u521b\u9020\u7531\u6d88\u8d39\u8005\u4e3b\u5bfc\u7684\u9700\u6c42\u3002\u201d\u4f46\u73b0\u5982\u4eca\uff0c\u4f60\u51ed\u4ec0\u4e48\u544a\u8bc9\u6d88\u8d39\u8005\u4ed6\u4eec\u60f3\u8981\u4ec0\u4e48\uff1f\u5bf9\u4f01\u4e1a\u800c\u8a00\uff0c\u5b83\u4eec\u53ef\u80fd\u66fe\u53d1\u73b0\uff0c\u81ea\u5df1\u5904\u4e8e\u5e02\u573a\u4e2d\u5fc3\uff0c\u5411\u5fc3\u6000\u611f\u6fc0\u7684\u987e\u5ba2\u5206\u53d1\u5546\u54c1\u548c\u670d\u52a1\u3002\u4f46\u90a3\u662f\u8fc7\u53bb\u7684\u4e8b\u4e86\u3002 <\/p>\n

\u65e7\u5f0f\u5173\u7cfb\u5df2\u7ecf\u98a0\u8986\u3002\u5f53\u67d0\u79cd\u4ea7\u54c1\u53ea\u6709\u4e24\u4e09\u4e2a\u4e3b\u8981\u54c1\u724c\u65f6\uff0c\u5236\u9020\u5546\u53ef\u4ee5\u8bf4\u4e86\u7b97\u3002\u4f46\u968f\u7740\u54c1\u724c\u6fc0\u589e\u548c\u96f6\u552e\u5546\u5b9e\u529b\u589e\u5f3a\uff0c\u538b\u529b\u5df2\u7ecf\u8f6c\u5ac1\u5230\u5236\u9020\u5546\u8eab\u4e0a\u3002\u4eca\u5929\u7684\u4e3b\u4eba\u662f\u6d88\u8d39\u8005\uff0c\u800c\u975e\u5e02\u573a\u63a8\u5e7f\u8005\u3002 <\/p>\n

\u65e7\u91d1\u5c71\u54a8\u8be2\u516c\u53f8Plan B\u7684\u4e9a\u5386\u514b\u65af?\u7ef4\u4f69\u83f2\u5c14\u7279(Alex Wipperf\u00fcrth)\u53bb\u5e74\u5728\u4ed6\u7684\u8457\u4f5c\u300a\u54c1\u724c\u52ab\u6301\u300b(Brand Hijack)\u4e2d\u5199\u9053\uff0c\u201c\u5e94\u8be5\u629b\u5f03\u2018\u4f60\u7684\u54c1\u724c\u5c5e\u4e8e\u4f60\u81ea\u5df1\u2019\u7684\u8c2c\u8bba\u4e86\uff1a\u5b83\u5c5e\u4e8e\u5e02\u573a\u3002\u201d <\/p>\n

\u65e0\u7591\uff0c\u5bf9\u54c1\u724c\u6240\u6709\u8005\u800c\u8a00\uff0c\u8fd9\u4e00\u70b9\u4ee4\u4eba\u4e0d\u5b89\u3002\u4f46\u5bf9\u4ed6\u4eec\u800c\u8a00\uff0c\u4e00\u4e2a\u66f4\u52a0\u5f15\u4eba\u60ca\u614c\u7684\u771f\u76f8\u662f\uff1a\u54c1\u724c\u4e0d\u518d\u4ec5\u4ec5\u662f\u5e02\u573a\u63a8\u5e7f\u529f\u80fd\u7684\u4e00\u65b9\u9762\u3002\u5e02\u573a\u63a8\u5e7f\u5df2\u7ecf\u6210\u4e3a\u66f4\u5927\u3001\u66f4\u6a21\u7cca\u4e5f\u66f4\u91cd\u8981\u7684\u201c\u54c1\u724c\u201d\u6982\u5ff5\u7684\u4e00\u4e2a\u7ec4\u6210\u90e8\u5206\u3002 <\/p>\n

\u4eba\u4eec\u5728\u8ba8\u8bba\u54c1\u724c\u65f6\u5f88\u5bb9\u6613\u98d8\u98d8\u7136\u3002\u7136\u800c\uff0c\u5982\u679c\u4f60\u7528\u53e6\u4e00\u4e2a\u6d41\u884c\u6982\u5ff5\u201c\u5ba2\u6237\u4f53\u9a8c\u201d\u6765\u4ee3\u66ff\u54c1\u724c\u7684\u8bdd\uff0c\u95ee\u9898\u5c31\u6e05\u695a\u4e86\u3002\u4e00\u5bb6\u4f01\u4e1a\u7684\u4e00\u4e3e\u4e00\u52a8\u51e0\u4e4e\u90fd\u53cd\u6620\u4e86\u5b83\u7684\u54c1\u724c\u3002\u5bf9\u4e8e\u773c\u5149\u72ed\u9698\u7684\u201c\u5e02\u573a\u63a8\u5e7f\u6280\u5e08\u201d\u6765\u8bf4\uff0c\u8fd9\u4e2a\u201c\u65bd\u5de5\u573a\u5730\u201d\u592a\u5927\u4e86\u3002\u5982\u679c\u9996\u5e2d\u6267\u884c\u5b98\u4eec\u8fd8\u7b97\u79f0\u804c\uff0c\u4ed6\u4eec\u5c31\u5df2\u7ecf\u628a\u5e02\u573a\u90e8\u95e8\u6700\u6709\u610f\u4e49\u7684\u5de5\u4f5c\u505a\u6389\u4e86\u3002 <\/p>\n

\u5e02\u573a\u63a8\u5e7f\u8fd8\u9762\u4e34\u7740\u53e6\u5916\u4e00\u4e2a\u5c0f\u5c0f\u7684\u5185\u90e8\u96be\u9898\uff1a\u9500\u552e\u4eba\u5458\u3002\u8fd9\u662f\u4f01\u4e1a\u754c\u4e00\u4e2a\u5178\u578b\u7684\u5185\u90e8\u5206\u88c2\u73b0\u8c61\u3002\u6211\u8bb0\u8d77\u4e86\u4e00\u4f4d\u670b\u53cb\uff0c\u4ed6\u5728\u4e00\u5bb6\u5927\u578b\u56fd\u9645\u4f01\u4e1a\u7684\u5e02\u573a\u90e8\u95e8\u5de5\u4f5c\u51e0\u5e74\u540e\uff0c\u8c03\u5165\u4e86\u9500\u552e\u90e8\u95e8\u3002\u4ed6\u7684\u65b0\u540c\u4e8b\u662f\u8fd9\u6837\u95ee\u5019\u4ed6\u7684\uff1a\u201c\u6b22\u8fce\u6765\u5230\u771f\u5b9e\u4e16\u754c\u201d\u3002 <\/p>\n

\u5185\u5c14?\u62c9\u514b\u59c6(Neil Rackham)\u548c\u83f2\u5229\u666e?\u79d1\u7279\u52d2(Philip Kotler)\u6700\u8fd1\u5728\u300a\u54c8\u4f5b\u5546\u4e1a\u8bc4\u8bba\u300b(Harvard Business Review)\u53d1\u8868\u4e00\u7bc7\u6587\u7ae0\u89e3\u91ca\u9053\uff1a\u8fd9\u4e24\u4e2a\u90e8\u95e8\u662f\u4f01\u4e1a\u4e2d\u552f\u4e00\u771f\u6b63\u521b\u6536\u7684\u90e8\u95e8\uff0c\u7136\u800c\u4e24\u8005\u7684\u5173\u7cfb\u5f80\u5f80\u4f1a\u5931\u8c03\u3002 <\/p>\n

\u8fd9\u5176\u4e2d\u6709\u5386\u53f2\u7684\u539f\u56e0\u3002\u5728\u65e9\u671f\uff0c\u4f01\u4e1a\u62e5\u6709\u7684\u662f\u4e00\u6279\u5916\u51fa\u63a8\u9500\u7684\u9500\u552e\u4eba\u5458\u3002\u968f\u7740\u4f01\u4e1a\u7684\u53d1\u5c55\uff0c\u4f01\u4e1a\u610f\u8bc6\u5230\u4ed6\u4eec\u9700\u8981\u4e00\u79cd\u9500\u552e\u652f\u6301\u529f\u80fd\u2014\u2014\u4ece\u672c\u8d28\u4e0a\u6765\u8bf4\uff0c\u5c31\u662f\u5e02\u573a\u63a8\u5e7f\u3002\u968f\u7740\u5e02\u573a\u63a8\u5e7f\u90e8\u95e8\u7684\u53d1\u5c55\uff0c\u5e76\u5f00\u59cb\u7528\u62bd\u8c61\u7684\u8bed\u8a00\u8bf4\u8bdd\u2014\u2014\u4f8b\u5982\u5728\u4e0a\u4e16\u7eaa80\u5e74\u4ee3\u53d1\u660e\u4e86\u201c\u54c1\u724c\u8d44\u4ea7\u201d(brand equity)\u6982\u5ff5\uff0c\u4ed6\u4eec\u7684\u5de5\u4f5c\u53d8\u5f97\u66f4\u52a0\u5177\u6709\u6218\u7565\u6027\uff0c\u540c\u65f6\u4e5f\u66f4\u4e0d\u6613\u8861\u91cf\u3002 <\/p>\n

\u5728\u8ffd\u6c42\u4e1a\u7ee9\u7684\u9500\u552e\u4eba\u5458\u548c\u4f83\u4f83\u800c\u8c08\u7684\u5e02\u573a\u4eba\u5458\u4e4b\u95f4\uff0c\u6469\u64e6\u4e0d\u53ef\u907f\u514d\u7684\u4ea7\u751f\u4e86\u3002\u660e\u786e\u5212\u5206\u4e24\u79cd\u804c\u80fd\u53ef\u80fd\u4f1a\u6682\u65f6\u6d88\u9664\u8fd9\u79cd\u7d27\u5f20\uff0c\u4f46\u4e5f\u9020\u6210\u4e86\u9690\u60a3\u3002\u800c\u8fd9\u4e9b\u9690\u60a3\u5f80\u5f80\u4f1a\u59a8\u788d\u5458\u5de5\u7684\u826f\u597d\u5408\u4f5c\u3002 <\/p>\n

\u62c9\u514b\u59c6\u4e3b\u5f20\uff0c\u516c\u53f8\u9700\u8981\u505a\u66f4\u591a\u7684\u4e8b\u60c5\uff0c\u800c\u4e0d\u53ea\u662f\u66f4\u597d\u5730\u5c06\u9500\u552e\u548c\u8425\u9500\u7ed3\u5408\u5230\u4e00\u8d77\u3002\u516c\u53f8\u5b9e\u9645\u4e0a\u9700\u8981\u5c06\u4e8c\u8005\u5b8c\u5168\u6574\u5408\u8d77\u6765\uff0c\u5e76\u96c6\u4e2d\u914d\u7f6e\u53ef\u4ee5\u4ea7\u751f\u6536\u5165\u7684\u6280\u80fd\u3002\u4e3a\u6b64\uff0c\u4ed6\u8d5e\u6210\u521b\u9020\u9996\u5e2d\u6536\u5165\u5b98\u4e00\u804c\uff0c\u7edf\u9886\u8fd9\u4e24\u4e2a\u804c\u80fd\u90e8\u95e8\u3002 <\/p>\n

\u5e02\u573a\u63a8\u5e7f\u53ef\u80fd\u4e0d\u4f1a\u88ab\u7ec8\u6b62\uff0c\u4f46\u5b83\u5fc5\u987b\u6539\u9769\u3002\u5982\u4eca\u7684\u6d88\u8d39\u8005\u638c\u63e1\u4e0a\u7f51\u6280\u80fd\uff0c\u9762\u5bf9\u7740\u591a\u79cd\u5a92\u4f53\u8d44\u6e90\uff0c\u62e5\u6709\u5f88\u591a\u4fe1\u606f\u6765\u6e90\uff0c\u9700\u6c42\u53e3\u5473\u53d8\u5316\u8fc5\u901f\uff0c\u800c\u4e14\u8981\u6c42\u9887\u9ad8\uff0c\u8bb8\u591a\u4f20\u7edf\u5e7f\u544a\u6280\u672f\u5df2\u4e0d\u518d\u8d77\u4f5c\u7528\u3002 <\/p>\n

\u4e3a\u4ec0\u4e48\u4e00\u4e9b70\u5e74\u4ee3\u7684\u8001\u54c1\u724c\u5177\u6709\u5982\u6b64\u6d3b\u529b\u5462\uff1f\u56e0\u4e3a\u5b83\u4eec\u662f\u54c1\u724c\u532e\u4e4f\u65f6\u4ee3\u7684\u4ea7\u54c1\uff0c\u66f4\u5bb9\u6613\u5728\u6d88\u8d39\u8005\u8111\u6d77\u4e2d\u7559\u4e0b\u6301\u4e45\u5370\u8c61\u3002 <\/p>\n

\u5982\u4eca\uff0c\u54a8\u8be2\u516c\u53f8Plan B\u7684\u4eba\u5458\u79f0\uff0c\u4f60\u9700\u8981\u201c\u4e0e\u4f60\u7684\u5ba2\u6237\u5408\u4f5c\uff0c\u5171\u540c\u521b\u9020\u4f60\u7684\u54c1\u724c\u201d\u3002\u5f53\u6211\u53d1\u73b0\u8fd9\u53e5\u8bdd\u7684\u610f\u4e49\u540e\uff0c\u6211\u4f1a\u518d\u5199\u4e00\u7bc7\u5173\u4e8e\u5b83\u7684\u4e13\u680f\u6587\u7ae0\u3002
\n\u3000
\n\u3000
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