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如果历史只是一个链,那么我们可以简单地用先进和落后来概括。但历史不是一个链。我们面临的最基本背景,既不是简单地与国际接轨,也不是单纯本土化的适应,更不是网络经济或者WTO。我们最基本的背景是——巨大的时空落差。即最先进的和最古老的东西,同时坦陈在我们面前,让我们去应付。于是有了中国广告二十多年的披荆斩棘,于是难免艰难奋进中的浮躁迷失。其实,拨开云雾见天日,广告就是广告。按照自己所处的市场地位去规划,找到真实的问题,再找到有效的措施,这,就是全部问题的关键。从传统广告到现代营销理念的导入再到所谓的后广告,广告正以百川东流的态势,汇合成当下广告的主流。对我们来说,塑造中国的国际品牌,机会无限。而我们要做的,就是更专业化、更人性化,与目标消费者产生共鸣,
If history is just a chain, then we can simply summarize it by advancedness and backwardness. But history is not a chain. The basic background we face is neither simple alignment with the world nor adaptation alone, nor is it an Internet economy or the WTO. Our most basic background is - a huge gap between time and space. That is, the most advanced and the oldest, frankly before us, let us deal with it. So with more than 20 years of Chinese advertising over the clutches, so hard to forge ahead in the impetuous lost. In fact, poke the clouds to see the sun, advertising is advertising. According to their own market position to plan, find the real problem, and then find effective measures, this is the key to all the issues. From the traditional advertising to the introduction of modern marketing concepts and then to the so-called post-ads, ads are going in a word, converging into the mainstream of current advertising. For us, there are boundless opportunities to shape China’s international brands. What we need to do is to be more professional and humane, to resonate with the target consumers,