品牌阴阳论:《道德经》的启示

The Yin Yang Concept of Branding:A Dao De Jing Perspective

作为中国管理学界的一部分,中国营销学界正在建构具有中国特色的营销与品牌的思想和知识体系。本文首先介绍我的研究思维如何从美国式的“黑白”思维回归中国式的“阴阳”思维;接着介绍我受《道德经》启发而提出的“品牌阴阳论”,随后围绕该“论”述,探讨品牌的“王牌之路”;最后指出我们要努力在更高目标、更高境界上成为具有世界情怀的中国人,提供植根中国、适用于世界的管理学思想。

Chinese marketing academic community is working diligently in developing marketing and branding theories with Chinese characteristics.In this paper,I first explained how my research thinking changed from the American"Black and White"thinking to the Chinese"Yin and Yang"thinking,next presented a Yin Yang branding concept,which I proposed with inspiration by Dao De Jing,a classic of Chinese philosophy,probably as a foundation concept of the Chinese branding thought,finally I shareed my thought on how we could provide the world with unique theories applicable to the world in the future.