我做营销策划已经有十一年了,在这个过程中,发现策划界有两个不好的倾向。一个是教条主义在目前中国的策划传播界,国际4A仍牢牢掌握着话语权,并通过强势传播,客观上成为相当多人的圣经和教条。但是,这些传播理论的暂时领先,不应该掩盖它在观念和方法上的缺陷。暂时的领先并不等于观念正确。“拿来王义”也只是特定历史时期的做法,应该说,国际4A的领先是公认的,这 I have been marketing planning for eleven years, in the process, I found the planning community has two bad tendencies. One is dogmatism. In the present planning and communication circles in China, the international community still has a firm voice and, through strong communication, objectively becomes a bible and doctrine for a considerable number of people. However, the temporary lead of these theories of communication should not obscure its ideological and methodological flaws. Temporary leadership does not mean that the concept is correct. “Use Wang Yi” is only a specific historical period of practice, it should be said that the international 4A leading is recognized that this