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我们与世界级品牌的差距首先表现在品牌理念上。国际大企业的品牌理念是创新,我们本土企业的品牌理念往往是模仿,品牌差异性差。譬如,国内三大网络门户都是“拷贝”美国的商业模式,打开网页后,内容和形式基本相同,这就蕴藏着巨大的风险。又例如我国也做了一个icxo.com世界经理人网站,一开始是公司内部网站,后来发现中国5000万商人也需要一个商务门户,我们就针对商人这个特定的目标群,不断扩充内容,用了一年时间就发展成为世界领先的中文商务门户,与发展了7年的华尔街日报网络在线wsj.com
The gap between us and the world-class brand first manifested in the brand concept. The international brand concept of large enterprises is innovation, our local brand concept is often imitation, brand differentiation is poor. For example, the three major domestic web portals are “copy” the U.S. business model. After the web page is opened, the content and form are basically the same, which poses a huge risk. Another example, China has also made a world manager website icxo.com, the beginning is the company’s internal site, and later found that 50 million Chinese businessmen also need a business portal, we targeted this specific target group of business people, expanding content, with the A year to develop into the world’s leading Chinese business portal, with the development of the Wall Street Journal network for seven years online wsj.com