<\/p>\n
\u4e00\u3001\u54c1\u724c\u8425\u9500\u7406\u8bba\u6982\u8ff0<\/span><\/strong><\/p>\n \uff08\u4e00\uff09\u56fd\u5916\u54c1\u724c\u8425\u9500\u7406\u8bba\u6982\u8ff0<\/span><\/strong><\/p>\n \u56fd\u5916\u5bf9\u54c1\u724c\u8425\u9500\u7684\u7814\u7a76\u8d77\u6b65\u8f83\u65e9,\u5e76\u6d8c\u73b0\u51fa\u82e5\u5e72\u76f8\u5bf9\u5b8c\u5584\u7684\u54c1\u724c\u8425\u9500\u7406\u8bba\u3002\u56fd\u5916\u54c1\u724c\u8425\u9500\u7814\u7a76\u53d1\u5c55\u6cbf\u9769\u4e0e\u4e3b\u8981\u601d\u60f3\u5982\u4e0b\u3002<\/p>\n \uff081\uff09\u65e9\u671f\u54c1\u724c\u7ba1\u7406\u601d\u60f3\u2014\u2014\u2014\u4f01\u4e1a\u54c1\u724c\u7ecf\u7406\u5236\u30021931\u5e74\u5b9d\u6d01\u516c\u53f8\u7684\u5c3c\u5c14\u00b7\u9ea6\u514b\u7f57\u4f0a\uff08Neil M-Eroy\uff09\u63d0\u51fa\u4e86”\u4e00\u4e2a\u4eba\u8d1f\u8d23\u4e00\u4e2a\u54c1\u724c”\u7684\u6784\u60f3,\u4ece\u800c\u54c1\u724c\u7ecf\u7406\u5236\u5f97\u4ee5\u9010\u6b65\u5efa\u7acb\u3002 \uff083\uff09\u54c1\u724c\u5f62\u8c61\u8bba\u3002\u968f\u7740\u4ea7\u54c1\u4e4b\u95f4\u5dee\u5f02\u6027\u7f29\u5c0f,\u901a\u8fc7\u4ea7\u54c1\u7279\u6027\u5f62\u6210\u533a\u5206\u53d8\u5f97\u5341\u5206\u56f0\u96be\u300220\u4e16\u7eaa60\u5e74\u4ee3,\u5927\u536b\u00b7\u5965\u683c\u5a01\uff08David Ogily\uff09\u63d0\u51fa\u7684\u54c1\u724c\u5f62\u8c61\u8bba\u5f88\u5feb\u88ab\u5e7f\u6cdb\u63a5\u53d7\u548c\u91c7\u7eb3\u3002\u54c1\u724c\u5f62\u8c61\u8bba\u5f3a\u8c03\u5851\u9020\u5f62\u8c61,\u957f\u8fdc\u6295\u8d44\u3002\u54c1\u724c\u5f62\u8c61\u8bba\u7684\u57fa\u672c\u89c2\u70b9\u5982\u4e0b\u3002\u2460\u5e7f\u544a\u7684\u4e3b\u8981\u76ee\u6807\u662f\u6811\u7acb\u5e76\u7ef4\u6301\u4e00\u4e2a\u54c1\u724c\u7684\u826f\u597d\u5f62\u8c61\u3002\u5927\u536b\u00b7\u5965\u683c\u5a01\u5c31\u54c1\u724c\u66fe\u505a\u8fc7\u8fd9\u6837\u7684\u89e3\u91ca:”\u54c1\u724c\u662f\u4e00\u79cd\u9519\u7efc\u590d\u6742\u7684\u8c61\u5f81,\u5b83\u662f\u54c1\u724c\u5c5e\u6027\u3001\u540d\u79f0\u3001\u5305\u88c5\u3001\u4ef7\u683c\u3001\u5386\u53f2\u58f0\u8a89\u3001\u5e7f\u544a\u65b9\u5f0f\u7684\u65e0\u5f62\u603b\u548c\u3002\u54c1\u724c\u540c\u65f6\u4e5f\u56e0\u6d88\u8d39\u8005\u5bf9\u5176\u4f7f\u7528\u7684\u5370\u8c61,\u4ee5\u53ca\u81ea\u8eab\u7684\u7ecf\u9a8c\u800c\u6709\u6240\u754c\u5b9a\u3002”\u2461\u6bcf\u4e00\u6761\u5e7f\u544a\u90fd\u662f\u5bf9\u5176\u54c1\u724c\u5370\u8c61\u7684\u957f\u671f\u6295\u8d44\u3002\u5fc5\u8981\u65f6\u8fd8\u8981\u4e0d\u60dc\u727a\u7272\u77ed\u671f\u5229\u76ca\u6765\u5c3d\u91cf\u7ef4\u6301\u4e00\u4e2a\u54c1\u724c\u7684\u957f\u8fdc\u5f62\u8c61\u3002\u2462\u968f\u7740\u4ea7\u54c1\u4e4b\u95f4\u5dee\u5f02\u6027\u7684\u51cf\u5c11,\u540c\u8d28\u6027\u7684\u589e\u5927,\u51b3\u5b9a\u7ade\u4e89\u80dc\u8d1f\u7684\u5173\u952e\u96c6\u4e2d\u5728\u6d88\u8d39\u8005\u5bf9\u4e8e\u5546\u6807\u4e43\u81f3\u4f01\u4e1a\u672c\u8eab\u7279\u6b8a\u6027\u8d28\u7684\u5370\u8c61\u4e4b\u4e0a\u3002\u56e0\u6b64,\u63cf\u7ed8\u54c1\u724c\u7684\u5f62\u8c61\u6bd4\u5f3a\u8c03\u4ea7\u54c1\u7684\u5177\u4f53\u529f\u80fd\u7279\u5f81\u66f4\u4e3a\u91cd\u8981\u3002\u2463\u6839\u636e\u9a6c\u65af\u6d1b\u7684\u9700\u6c42\u5c42\u6b21\u7406\u8bba,\u6d88\u8d39\u8005\u8d2d\u4e70\u884c\u4e3a\u8ffd\u6c42\u7684\u662f”\u5b9e\u8d28\u5229\u76ca\uff0b\u7cbe\u795e\u548c\u5fc3\u7406\u5229\u76ca”,\u4eba\u4eec\u4e0d\u4ec5\u6ce8\u91cd\u4ea7\u54c1\u7ed9\u6d88\u8d39\u8005\u5e26\u6765\u7684\u5177\u4f53\u6548\u7528,\u66f4\u6ce8\u91cd\u4ea7\u54c1\u540e\u9762\u7684\u4f01\u4e1a\u5f62\u8c61\u548c\u4ea7\u54c1\u58f0\u8a89\u3002\u56e0\u6b64,\u5e7f\u544a\u5e94\u91cd\u89c6\u8fd0\u7528\u5f62\u8c61\u6765\u6ee1\u8db3\u6d88\u8d39\u8005\u7684\u5fc3\u7406\u9700\u6c42\u3002<\/p>\n \uff084\uff09\u54c1\u724c\u4e2a\u6027\u8bba\u300220\u4e16\u7eaa60\u5e74\u4ee3,\u968f\u7740\u5bf9\u54c1\u724c\u5185\u6db5\u7684\u8fdb\u4e00\u6b65\u6316\u6398,\u7f8e\u56fdCrey\u5e7f\u544a\u516c\u53f8\u63d0\u51fa\u4e86”\u54c1\u724c\u6027\u683c\u54f2\u5b66”,\u65e5\u672c\u7684\u5c0f\u6797\u592a\u4e09\u90ce\u6559\u6388\u63d0\u51fa\u4e86”\u4f01\u4e1a\u6027\u683c\u8bba”,\u4ece\u800c”\u54c1\u724c\u4e2a\u6027\u8bba”\uff08Brand Character theory\uff09\u9010\u6e10\u5f62\u6210\u4e86\u3002<\/p>\n \uff085\uff09\u5b9a\u4f4d\u8bba\u30021969\u5e74\u827e\u00b7\u91cc\u65af\uff08AIRies\uff09\u548c\u6770\u514b\u00b7\u7279\u52b3\u7279\uff08Jack Trout\uff09\u5728\u7f8e\u56fd\u8425\u9500\u6742\u5fd7\u300a\u5e7f\u544a\u65f6\u4ee3\u300b\u4e0a\u53d1\u8868\u4e86\u4e00\u7cfb\u5217\u6587\u7ae0,\u603b\u6807\u9898\u662f”\u5b9a\u4f4d\u7684\u65f6\u4ee3”\u3002\u7cfb\u5217\u6587\u7ae0\u520a\u8f7d\u4e4b\u540e, \u5f15\u8d77\u5168\u884c\u4e1a\u7684\u8f70\u52a8\u3002\u5b9a\u4f4d\u6210\u4e86\u8425\u9500\u754c\u8c08\u8bba\u7684\u70ed\u95e8\u8bdd\u9898\u30021981\u5e74,\u4e24\u4f4d\u5927\u5e08\u5408\u8457\u4e86\u4e00\u672c\u6539\u53d8\u8425\u9500\u4f20\u64ad\u7684\u4e66\u2014\u2014\u300a\u5b9a\u4f4d\u300b\uff08Positoning\uff09,\u4ed6\u4eec\u5b9c\u79f0”\u5b9a\u4f4d\u662f\u4e00\u79cd\u89c2\u5ff5,\u5b83\u6539\u53d8\u4e86\u5e7f\u544a\u7684\u6027\u8d28”,”\u5b9a\u4f4d\u5df2\u7ecf\u6539\u53d8\u4e86\u5f53\u4eca\u6240\u73a9\u7684\u5e7f\u544a\u6e38\u620f\u7684\u6cd5\u5219”\u3002\u300a\u5b9a\u4f4d\u300b\u66fe\u88ab\u7f8e\u56fd\u8425\u9500\u534f\u4f1a\u8bc4\u4e3a”\u6709\u53f2\u4ee5\u6765\u5728\u7f8e\u56fd\u5f71\u54cd\u529b\u6700\u5927\u7684\u8425\u9500\u5b66\u8457\u4f5c”,\u5b83\u63a8\u51fa\u8bf8\u5982”\u5fc3\u7406\u5360\u4f4d””\u7b2c\u4e00\u8bf4\u6cd5””\u533a\u683c\u5316”\u7b49\u6781\u5176\u91cd\u8981\u7684\u8425\u9500\u4f20\u64ad\u7406\u8bba\u3002\u6307\u51fa:\u4efb\u4f55\u4e00\u4e2a\u54c1\u724c\uff08\u4ea7\u54c1\u3001\u670d\u52a1\u6216\u4f01\u4e1a\uff09,\u90fd\u5fc5\u987b\u5728\u76ee\u6807\u53d7\u4f17\u7684\u5fc3\u667a\u4e2d,\u5360\u636e\u4e00\u4e2a\u7279\u5b9a\u7684\u4f4d\u7f6e,\u63d0\u4f9b\u6709\u522b\u4e8e\u7ade\u4e89\u8005\u7684\u5229\u76ca,\u5e76\u7ef4\u6301\u597d\u81ea\u5df1\u7684\u7ecf\u8425\u7126\u70b9\u3002<\/p>\n \uff086\uff09MC\uff08\u6574\u5408\u8425\u9500\uff09\u7406\u8bba\u3002MC\uff08\u6574\u5408\u8425\u9500\uff09\u4f20\u64ad\u8fd9\u4e00\u89c2\u70b9\u572820\u4e16\u7eaa80\u5e74\u4ee3\u4e2d\u671f\u5f00\u59cb\u63d0\u51fa\u3002MC\u7406\u8bba\u7684\u53d1\u6e90\u5730\u2014\u2014\u7f8e\u56fd\u897f\u5317\u5927\u5b66\u7684\u7814\u7a76\u7ec4\u2014\u2014\u628aMIC\u5b9a\u4e49\u6210:”MC \u628a\u54c1\u724c\u4e0e\u4f01\u4e1a\u7684\u6240\u6709\u63a5\u89e6\u70b9\u4f5c\u4e3a\u4fe1\u606f\u4f20\u8fbe\u6e20\u9053,\u4ee5\u76f4\u63a5\u5f71\u54cd\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u884c\u4e3a\u4e3a\u76ee\u6807,\u662f\u4ece\u6d88\u8d39\u8005\u51fa\u53d1,\u8fd0\u7528\u6240\u6709\u624b\u6bb5\u8fdb\u884c\u6709\u529b\u7684\u4f20\u64ad\u7684\u8fc7\u7a0b\u3002”\u800c\u4e14,\u8fd9\u4e00\u7814\u7a76\u7ec4\u7684\u5148\u9a71\u8005\u8212\u5c14\u8328\uff08Don ESchulz)\u6559\u6388\u5bf9\u6b64\u505a\u4e86\u5982\u4e0b\u8865\u5145\u8bf4\u660e:”MC\u4e0d\u662f\u4ee5\u4e00\u79cd\u8868\u60c5\u3001\u4e00\u79cd\u58f0\u97f3,\u800c\u662f\u4ee5\u66f4\u591a\u7684\u8981\u7d20\u6784\u6210\u7684\u6982\u5ff5\u3002MIC\u662f\u4ee5\u6f5c\u5728\u987e\u5ba2\u548c\u73b0\u5728\u987e\u5ba2\u4e3a\u5bf9\u8c61\u3001\u5f00\u53d1\u5e76\u5b9e\u884c\u8bf4\u670d\u6027\u4f20\u64ad\u7684\u591a\u79cd\u5f62\u6001\u7684\u8fc7\u7a0b\u3002MC\u7684\u76ee\u7684\u662f\u76f4\u63a5\u5f71\u54cd\u542c\u4f17\u7684\u4f20\u64ad\u5f62\u6001,MIC\u8003\u8651\u6d88\u8d39\u8005\u4e0e\u4f01\u4e1a\u63a5\u89e6\u7684\u6240\u6709\u8981\u7d20\uff08\u5982\u54c1\u724c\uff09\u3002MC\u751a\u81f3\u4f7f\u7528\u4ee5\u5f80\u4e0d\u88ab\u770b\u4f5c\u662f\u4f20\u64ad\u5f62\u6001,\u4f46\u6d88\u8d39\u8005\u8ba4\u4e3a\u662f\u4f20\u64ad\u5f62\u6001\u7684\u8981\u7d20\u3002\u6982\u62ec\u5730\u8bb2,MC\u662f\u4e3a\u5f00\u53d1\u51fa\u53cd\u6620\u7ecf\u8fc7\u4e00\u5b9a\u65f6\u95f4\u53ef\u6d4b\u5b9a\u7684\u3001\u6709\u6548\u679c\u7684\u3001\u6709\u6548\u7387\u7684\u3001\u76f8\u4e92\u4f5c\u7528\u7684\u4f20\u64ad\u7a0b\u5e8f\u800c\u8bbe\u8ba1\u7684\u3002”<\/p>\n \uff087\uff09\u54c1\u724c\u8d44\u4ea7\u8bba\u30021989\u5e74\u897f\u65b9\u7ba1\u7406\u7406\u8bba\u754c\u5c06”\u54c1\u724c”\u6269\u5c55\u4e3a”\u54c1\u724c\u8d44\u4ea7”\uff08Brund Equity\uff09\u3002\u54c1\u724c\u8d44\u4ea7\u7406\u8bba\u5c06\u53e4\u8001\u7684\u54c1\u724c\u601d\u60f3\u63a8\u5411\u65b0\u7684\u9ad8\u5cf0,\u5176\u4e3b\u8981\u8d21\u732e\u8005\u662f\u54c1\u724c\u4e13\u5bb6 DavidA.Aaker\u7b49\u4eba\u3002\u6839\u636eDavidA.Aaker\u7684\u89c2\u70b9,\u5f3a\u52bf\u54c1\u724c\u4e4b\u6240\u4ee5\u6709\u4ef7\u503c,\u80fd\u4e3a\u4f01\u4e1a\u521b\u9020\u5de8\u5927\u5229\u6da6,\u662f\u56e0\u4e3a\u5f3a\u52bf\u54c1\u724c\u5177\u6709\u9ad8\u5ea6\u7684\u77e5\u540d\u5ea6\u3001\u826f\u597d\u7684\u77e5\u89c9\u8d28\u91cf\u3001\u7a33\u5b9a\u7684\u5fe0\u8bda\u6d88\u8d39\u8005\u548c\u5f3a\u6709\u529b\u7684\u54c1\u724c\u8054\u60f3\u3002\u6362\u8a00\u4e4b,\u54c1\u724c\u77e5\u540d\u5ea6\u3001\u77e5\u89c9\u8d28\u91cf\u3001\u54c1\u724c\u5fe0\u8bda\u53ca\u54c1\u724c\u8054\u60f3\u662f\u54c1\u724c\u4ef7\u503c\u7684\u4e3b\u8981\u6765\u6e90\u3002\u54c1\u724c\u8d44\u4ea7\u6bd4\u54c1\u724c\u5f62\u8c61\u66f4\u8fdb\u4e00\u6b65\u8bf4\u660e\u4e86\u54c1\u724c\u7ade\u4e89\u5236\u80dc\u7684\u6b66\u5668\u662f\u5efa\u7acb\u5f3a\u52bf\u7684\u54c1\u724c\u8d44\u4ea7\u3002<\/p>\n 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