今年以来,我刊连续刊登了柳工、三一重工、徐工等三家我国工程机械行业最有代表性的民族品牌发展历程。从中我们可以看到这些企业如何成长、发展壮大?如何创立品牌?如何为品牌赋予有生命力的发展理念?如何利用品牌向相关领域突破?为了更加深入地演示一个企业如何利用品牌价值向其它领域拓展,我们在本期特选登了有世界管理咨询大师之称的埃森哲公司在最新一期《展望》中所刊登的一个案例——虚拟移动,看看这些公司是如何进入一个全新行业的。从迪斯尼到维珍,非传统的服务商正利用其品牌价值和客户管理能力创建全新一代的无线公司。但随着这一领域的竞争日益激烈,作为移动虚拟网络运营商的回报是否依然能超过它所带来的风险呢? Since the beginning of this year, the magazine has successively published the development history of the three most representative national brands in China’s construction machinery industry including Liugong, Sany Heavy Industry and XCMG. How to create a brand? How to give the brand a viable development concept? How to use the brand to the relevant areas of breakthrough? In order to more in-depth demonstration of how an enterprise to use brand value to other areas to expand , We featured in this edition of Accenture, a world leader in management consulting, a case in the latest issue of Outlook, a virtual move to see how these companies are entering a whole new industry. From Disney to Virgin, non-traditional service providers are using their brand equity and customer management capabilities to create a whole new generation of wireless companies. But as the competition in this area is getting more intense, will the return as a mobile virtual network operator still exceed the risks it brings?