西湖边,枫树下。唐·E·舒尔茨一边喝着刚由夫人海蒂亲手烹制好的茶,一边夸奖着这家茶社的老板:“这个茶社让我想起了星巴克,很舒服,老板很聪明。”在参加由浙江大学管理学院 EMBA 教育中心举办的“全球整合营销传播论坛”前一天,唐·E·舒尔茨教授在西湖边上这家“舒服”的茶馆里接受了《商学院》杂志记者的专访。“这个老板向我和海蒂仔细介绍一道道茶的特点、由来和故事,还邀请海蒂跟茶道表演者现场学起了烹茶。如同你们看见的,嗯,我夫人手艺也还不错。”舒尔茨教授笑着说,“能够将普通的茶叶做成品牌,而且能讲故事,并让人参与体验,这是做营销比较高的境界。”再造传播流“传统的营销模式认为,只要把信息发出去,信息就 West Lake, under the maple. Don E. Schultz praised the owner of the teahouse while sipping the tea he had just cooked by his wife, Heidi: ”The teahouse reminds me of Starbucks and is very comfortable and my boss is smart.“ ” One day before attending the “Global Integrated Marketing Communication Forum” organized by the EMBA Education Center of Zhejiang University, Professor Don E. Schultz accepted the “Comfortable” teahouse beside the West Lake College magazine interview. “The boss told me and Heidi carefully introduced the characteristics of a tea, the origin and the story, also invited Heidi and tea ceremony performers on-site learned cooking tea, as you can see, ah, my wife is not bad craft. Professor Schultz laughed and said, ”Being able to brand ordinary tea, be able to tell stories and get people involved is the realm of marketing.“ Recasting the Flow of Propagation ”Traditional Marketing The model holds that as long as the information is sent out, the information is