商業(ye)(ye)時(shi)(shi)代(dai)(dai)的(de)典(dian)型現象是廣(guang)告文(wen)(wen)化充斥著人(ren)們(men)(men)的(de)視覺(jue)，而商業(ye)(ye)時(shi)(shi)代(dai)(dai)的(de)典(dian)型特征則是品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理文(wen)(wen)化。商業(ye)(ye)時(shi)(shi)代(dai)(dai)既離不開(kai)廣(guang)告文(wen)(wen)化，也離不開(kai)品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理文(wen)(wen)化。廣(guang)告文(wen)(wen)化是商業(ye)(ye)時(shi)(shi)代(dai)(dai)的(de)表象，品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理文(wen)(wen)化是商業(ye)(ye)時(shi)(shi)代(dai)(dai)的(de)內(nei)核。而廣(guang)告文(wen)(wen)化的(de)主流客體(ti)，是品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理文(wen)(wen)化。沒有了(le)品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理，沒有了(le)品(pin)(pin)(pin)牌(pai)戰(zhan)略(lve)管(guan)(guan)(guan)理文(wen)(wen)化，廣(guang)告文(wen)(wen)化將會黯淡無光，廣(guang)告文(wen)(wen)化也就不可能成為人(ren)們(men)(men)生(sheng)活(huo)的(de)一(yi)部分(fen)。
品(pin)牌(pai)戰略文化(hua)是商業時代(dai)的(de)靈魂，本文對(dui)品(pin)牌(pai)戰略管理文化(hua)理解的(de)誤區進行了系統分(fen)析并予以澄清，對(dui)品(pin)牌(pai)戰略文化(hua)認識上的(de)偏差也進行了全面的(de)糾正。
品牌戰(zhan)略(lve)管理文(wen)化與企業文(wen)化
顧云昌解析到(dao)(dao)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)是(shi)(shi)基于企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)而衍生出來的(de)(de)一(yi)種類文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，不管(guan)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)是(shi)(shi)否意識到(dao)(dao)其存在，企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)的(de)(de)存在總是(shi)(shi)客觀(guan)的(de)(de)。企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)如(ru)果不去刻意培育它，如(ru)果不去精(jing)心苛護它，讓其自(zi)生自(zi)滅，企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)就(jiu)會經營(ying)失敗。我國(guo)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)的(de)(de)平(ping)均壽命較(jiao)短，很重要的(de)(de)一(yi)點是(shi)(shi)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)的(de)(de)缺(que)失。企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)的(de)(de)核心是(shi)(shi)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)精(jing)神(shen)，成熟的(de)(de)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)是(shi)(shi)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)全體員(yuan)工(gong)的(de)(de)理念，是(shi)(shi)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)凝(ning)聚員(yuan)工(gong)的(de)(de)能力，然(ran)而，我國(guo)的(de)(de)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)尚未發展到(dao)(dao)這一(yi)步，目前我國(guo)的(de)(de)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)充其量(liang)是(shi)(shi)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)少數(shu)人的(de)(de)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，即(ji)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)決策層文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，屬于企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)高層的(de)(de)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)。故有正企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、負(fu)企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、零企(qi)(qi)(qi)(qi)(qi)業(ye)(ye)(ye)文(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)之分(fen)。
所(suo)謂的(de)正(zheng)企業文(wen)化是指決策(ce)層文(wen)化與員(yuan)(yuan)工文(wen)化合一，通過企業精神的(de)魅力感召員(yuan)(yuan)工、吸引員(yuan)(yuan)工、激(ji)發(fa)員(yuan)(yuan)工的(de)活力與潛(qian)能，為(wei)實現企業的(de)愿景而發(fa)揮主動性和創造性，讓(rang)員(yuan)(yuan)工真正(zheng)成為(wei)企業的(de)主人翁。
所(suo)謂(wei)的(de)負(fu)企(qi)業(ye)文(wen)(wen)(wen)(wen)化是(shi)指決策層(ceng)文(wen)(wen)(wen)(wen)化與企(qi)業(ye)員工文(wen)(wen)(wen)(wen)化的(de)對立，其典型事例是(shi)“包身工”式(shi)的(de)企(qi)業(ye)文(wen)(wen)(wen)(wen)化，它以(yi)暴力(li)、強權控制(zhi)員工、不給員工以(yi)“自由權”，甚(shen)至超(chao)出法(fa)(fa)律(lv)允許的(de)范圍經營企(qi)業(ye)。負(fu)企(qi)業(ye)文(wen)(wen)(wen)(wen)化是(shi)一(yi)種暴力(li)文(wen)(wen)(wen)(wen)化，非(fei)法(fa)(fa)制(zhi)化文(wen)(wen)(wen)(wen)化，非(fei)人性化文(wen)(wen)(wen)(wen)化。
所謂的零企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)是(shi)(shi)指一(yi)種放任(ren)自流(liu)的企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)，它既不(bu)(bu)花精力用(yong)正企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)凝聚員(yuan)工，也不(bu)(bu)費心思用(yong)負企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)榨取(qu)員(yuan)工，而是(shi)(shi)任(ren)員(yuan)工來去自由，企業(ye)猶如一(yi)個(ge)“菜園門(men)”。企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)是(shi)(shi)企業(ye)內(nei)傾(qing)性文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)，是(shi)(shi)企業(ye)內(nei)的個(ge)性文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)。故任(ren)何企業(ye)一(yi)定(ding)有企業(ye)文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)，但(dan)企業(ye)不(bu)(bu)一(yi)定(ding)都有品牌戰略文(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)。
顧云昌(chang)解析到品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)文(wen)(wen)(wen)化(hua)是基于品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)管理而(er)派生的(de)(de)品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)文(wen)(wen)(wen)化(hua)。沒(mei)有品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)的(de)(de)企(qi)(qi)業(ye)雖(sui)有企(qi)(qi)業(ye)文(wen)(wen)(wen)化(hua)，但無(wu)品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)管理文(wen)(wen)(wen)化(hua)。我國(guo)(guo)是世界上第(di)四(si)制造(zao)大國(guo)(guo)，第(di)三(san)進(jin)出口貿(mao)易大國(guo)(guo)，但我國(guo)(guo)的(de)(de)出口產(chan)品(pin)(pin)不是靠(kao)加工貿(mao)易實現，而(er)是靠(kao)貼牌(pai)(pai)(pai)(pai)(pai)生產(chan)進(jin)行的(de)(de)，真正的(de)(de)自(zi)主品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)出口產(chan)品(pin)(pin)不到總出口的(de)(de)10%，故戲稱為“三(san)無(wu)產(chan)品(pin)(pin)”，即無(wu)自(zi)主品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)、無(wu)自(zi)主核心技(ji)術、無(wu)自(zi)主專(zhuan)利(li)的(de)(de)產(chan)品(pin)(pin)。據2006年(nian)4月的(de)(de)《21世紀經濟報道》稱，99%的(de)(de)企(qi)(qi)業(ye)沒(mei)有申(shen)請專(zhuan)利(li)，60%的(de)(de)企(qi)(qi)業(ye)沒(mei)有自(zi)己的(de)(de)商(shang)標。連商(shang)標都沒(mei)有的(de)(de)企(qi)(qi)業(ye)何來品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)管理文(wen)(wen)(wen)化(hua)?
品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)管(guan)(guan)理(li)(li)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)相對企(qi)(qi)業文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)而言是(shi)(shi)企(qi)(qi)業外傾性文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，是(shi)(shi)企(qi)(qi)業形象文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)。品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)是(shi)(shi)市場文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)管(guan)(guan)理(li)(li)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)的(de)廣度(du)(du)決定(ding)(ding)其(qi)(qi)市場的(de)占(zhan)有(you)率，品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)管(guan)(guan)理(li)(li)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)的(de)深度(du)(du)決定(ding)(ding)其(qi)(qi)顧客的(de)信任度(du)(du);品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)是(shi)(shi)一種可視(shi)性文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，可讀性文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua);品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)是(shi)(shi)企(qi)(qi)業的(de)知(zhi)名度(du)(du)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、信譽(yu)度(du)(du)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、美譽(yu)度(du)(du)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua);走(zou)向世界的(de)品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)管(guan)(guan)理(li)(li)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)首(shou)先(xian)是(shi)(shi)民族(zu)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，如可樂是(shi)(shi)美國(guo)(guo)(guo)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、奔馳是(shi)(shi)德(de)國(guo)(guo)(guo)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、索尼是(shi)(shi)日(ri)本(ben)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、海(hai)爾(er)是(shi)(shi)中國(guo)(guo)(guo)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)。跨國(guo)(guo)(guo)公司在東道(dao)國(guo)(guo)(guo)可以(yi)本(ben)土化(hua)(hua)(hua)(hua)(hua)，正是(shi)(shi)基(ji)于這一點，跨國(guo)(guo)(guo)公司在東道(dao)國(guo)(guo)(guo)收購(gou)品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)并將其(qi)(qi)打入“冷宮(gong)”，扼殺(sha)的(de)不是(shi)(shi)企(qi)(qi)業文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)，而是(shi)(shi)品牌(pai)(pai)戰(zhan)(zhan)略(lve)(lve)(lve)(lve)(lve)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)、民族(zu)文(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)(hua)(hua)。
轉載：//bamboo-vinegar.cn/zixun_detail/1254.html
