中国品牌发展的反思

Reflection and Criticism on Chinese Brand Theory

40年的品牌发展,中国品牌取得了很大的进步,但反观中国品牌的研究则显得进步不足,相比于品牌发展的一大步,品牌的研究只走了一小步。另一个现实是中国历来品牌宣传层面的相对激进和市场实践层面的相对落后。造成这两种现实的重要原因是中国品牌研究受制于西方框架,缺乏对于中国品牌发展历史的梳理和内在规律性的探讨,继而导致中国品牌实践缺乏必要的理论解释的同时,也缺乏有效的理论指导和文化自信。"博弈"和"形塑"是理解中国品牌发展不同于西方的特别之处的两个关键所在。只有理解这两个关键才能够把握中国品牌发展趋势并理解中国品牌的发展之路。

In the past forty years,Chinese brands have made great progress,but the theoretical researches on Chinese brands seems to be insufficient.Compared with the great step of brand development,the theoretical research has only taken a small step.Another reality is that China’s brand advocacy level is relatively radical and its market practice level is relatively backward.The important reason for these two realities is that the study of Chinese brand theory is restricted by the western frame,lacking of combing and discussing the internal laws of Chinese brand development history,which leads to the lack of guidance and confidence in brand practice.This paper holds that 'game' and 'shaping' are the two keys to understand the differences between Chinese brand development and Western brand development.Only by understanding these two keys can we grasp the development trend of Chinese brand and understand the development path of Chinese brand.