2014年5月24日，中國文化定位人、先知中國總顧問王思翰先生將授課北大工商管理EMBA總裁班，將與眾多行業(yè)企業(yè)家聚首北京，講授同質(zhì)化時(shí)代中國企業(yè)如何借助文化定位應(yīng)對(duì)競爭的問題，此次受邀，會(huì)贏來一次新的追捧熱潮，開啟中國文化定位理論的新篇章。
王思翰，國學(xué)應(yīng)用顧問、品牌塑建與文化定位顧問，清華大學(xué)房地產(chǎn)總裁班、北京大學(xué)工商管理EMBA總裁班客座教授；國際國學(xué)應(yīng)用顧問，IBM學(xué)院特聘講師，現(xiàn)任中國十大策劃環(huán)境策劃師，阿里巴巴、匯豐銀行、遠(yuǎn)洋集團(tuán)等企業(yè)常年顧問。創(chuàng)建了品牌8D源點(diǎn)理論，并將中國國學(xué)文化精髓及文化定位理論相結(jié)合，為企業(yè)提供從前期市場調(diào)研、核心定位、品牌命名、形象塑建、品牌營銷的全案服務(wù)模塊，契合了中國政府下一步大力拓展中國品牌國際化的發(fā)展大勢(shì)，經(jīng)過近十年的專業(yè)實(shí)戰(zhàn)經(jīng)驗(yàn)，及各行業(yè)客戶的良好反饋、專業(yè)研究學(xué)者和品牌機(jī)構(gòu)測試，被證明是有效檢測品牌基因優(yōu)差的重要方法，為迅速判斷品牌成敗提供了重要依據(jù)。
他曾受邀做過多家國外品牌顧問公司的資深顧問，無論是大眾汽車、浦發(fā)銀行還是新浪、騰訊、阿里巴巴都曾受其影響，此次受邀，必會(huì)形成新的熱潮，開啟中國定位理論的新篇章，加速“中國制造”向“中國創(chuàng)造”的轉(zhuǎn)變進(jìn)程。
10年前， “中國文化定位”的王思翰老師就告訴中國企業(yè)主，我們要把中國富有民族特色的傳統(tǒng)文化融于現(xiàn)代企業(yè)形象策劃中，在管理、識(shí)人、用人、發(fā)展均衡、交往合作等方面?zhèn)鞒兄袊鴤鹘y(tǒng)文化元素，用傳統(tǒng)文化的精髓為現(xiàn)代企業(yè)形象策劃所用，將文化理念深入到企業(yè)的發(fā)展之中，以經(jīng)典傳統(tǒng)文化內(nèi)核為企業(yè)指明方向，少走彎路；將傳統(tǒng)之精華融入現(xiàn)代企業(yè)發(fā)展之中，為企業(yè)打上屬于自己的文化烙印，在國內(nèi)及國外市場上形成鮮明、獨(dú)特的企業(yè)個(gè)性，成就企業(yè)在行業(yè)占領(lǐng)名位置，長期立于不敗之地奠定了基礎(chǔ)。
10年后，王思翰將再次提出自己的理論，一如既往地堅(jiān)持文化定位理論， 以其30余年的戰(zhàn)略定位實(shí)戰(zhàn)經(jīng)歷，通過豐富的實(shí)操案例，從競爭的視角，為中國企業(yè)指出了創(chuàng)建強(qiáng)勢(shì)品牌的關(guān)鍵：在顧客心智中建立差異化定位。王思翰認(rèn)為，中國必須由一個(gè)“制造大國”轉(zhuǎn)型為“中國品牌國際化大國”，用文化定位中國企業(yè)，解密大競爭時(shí)代企業(yè)生存之道。相信這個(gè)更新文化定位觀念的實(shí)踐者會(huì)用自己的實(shí)踐行動(dòng)，深刻地影響中國營銷業(yè)的發(fā)展。
隨著化競爭的加劇，中國經(jīng)濟(jì)要得到持續(xù)增長，中國企業(yè)就必須要轉(zhuǎn)變?cè)鲩L模式，只有告別“產(chǎn)品經(jīng)營”，學(xué)會(huì)“品牌經(jīng)營”，用戰(zhàn)略定位代替運(yùn)營效益和價(jià)格競爭，才能有機(jī)會(huì)打造一系列的龍頭級(jí)品牌從而推動(dòng)經(jīng)濟(jì)的騰飛，由此為中國如何由“中國制造”轉(zhuǎn)向“中國創(chuàng)造”提供了嶄新的思考路徑。
“品質(zhì)人生、品格定義、品牌定位”，把傳統(tǒng)文化創(chuàng)新應(yīng)用于企業(yè)及個(gè)人，把品牌文化應(yīng)用于現(xiàn)代商戰(zhàn)理論才能打造全新的企業(yè)文化體系，產(chǎn)品不僅要具備龍頭級(jí)品質(zhì)，更要有龍頭觀的品味。
王思翰老師告訴我們，做品牌就要給企業(yè)一個(gè)無二的定位，用文化定位品質(zhì)，用生命定位品格，用成長定位品牌，憑借著的品牌定位優(yōu)勢(shì)，真正做到顛覆歷史，創(chuàng)新科技，創(chuàng)立品牌，于國際平臺(tái)的壯舉，在展現(xiàn)中國文化的同時(shí)看到品牌科技產(chǎn)品的實(shí)力，超越同級(jí)合資品牌的產(chǎn)品，尋找新的爆發(fā)點(diǎn)，崛起于中華平臺(tái)。
“一個(gè)人，就是一個(gè)時(shí)代；一種態(tài)度，就能代表一個(gè)國家。”文化定位理論，凝聚全新中國力量，搶占市場先機(jī)，敬請(qǐng)期待。
May,24th ,2014, Professor Sihan, first person in Chinese culture positioning, the general counselor of Wewin China will give lecture for the EMBA president class at Peking University, gathering with many famous entrepreneurs in different areas, talking on the issues of how Chinese enterprises reply to global competition with the aid of culture positioning in the homogeneity era. This time a new popular boom will start, and it will begin a new chapter for Chinese culture positioning methods.
Professor Sihan, Chinese culture application expert, brand building and culture positioning expert, the guest professor of real estate president class in Tsinghua University, also he is guest professor of EMBA president class in Beijing University. He is international famous Chinese culture application expert, IBM’s distinguished lecturer, he is w one of China’s ten environment geomancers and the permanent counselor for many ted enterprises, such as Alibaba, HSBC, Si -ocean Land, etc. He found the brand 8D Source Theory, and combine Chinese culture’s essence with culture positioning methods, this combination offered the enterprise an overall serving mode including prior marketing research, core positioning, brand naming, identity building and brand marketing, this service mode completely correspond to Chinese government’s intention to enlarge Chinese brand internationalization. After decades of professional and practical experiences, added with clients’ good feedbacks and the tests of professional researchers and brand organizations, the service was proved to be an important and effective way to judge a brand gene is good or t, and offer an important accordance to estimate a brand is successful or t.
Professor Sihan was invited to be the senior counselor for many famous foreign brand consultant companies, matter Das-Auto, SPD Bank, or Sina, Tencent and Alibaba, they all have been influenced by him, and the invitation this time will surely inform a new trend and start a new chapter for Chinese positioning theory, while accelerating the transformation from “Made in China” to “Create in China”.
The founder of Chinese culture positioning-Professor Sihan, told Chinese entrepreneurs 10 years ago that we have to emerged Chinese ethic traditional culture into modern enterprises’ imaging design, inherited Chinese traditional culture elements into management, identification, employment, balanced development, corporation and communication, implied the essence of traditional culture to modern enterprises’ identity, deepen the culture methods into enterprise’s development, imprinted enterprise with its own cultural mark, while forming a bright and unique enterprise characters in internal and external markets, and laid a foundation for enterprise to stand firmly at the front row in the industry.
Ten years later, Sihan proposes his theory again, insist on his cultural positioning methods, using his practical global strategic positioning experiences for the last 30 years and abundant practical application cases, indicated that the key of how to build a strong brand in the global competition and how to differ your positioning from others in clients’ mind for Chinese enterprises. In Sihan’s opinion, China must turn from a “manufacturing country” into a “Chinese brand globalization country”, positioning Chinese enterprises from culture, in order to decoding enterprise’s survival way in the competing era. We believed that this latest culture positioning practice will use his own practices which will deeply influence the development path of Chinese marketing industry.
With the intensify of global competition, Chinese enterprises must transform the increasing mode to sustain the constant development in eco my, only say goodbye to “product management” and learn “brand management”, replace managing benefit and price competition with strategic positioning can have the opportunity to build a series of world-class brands, in order to promote eco mic boom. Therefore, he offered a new thinking methods for Chinese enterprises to transform from “China Made” to “China Created”.
“Quality life, quingity definition and brand position”, apply traditional Chinese cultural in vation into enterprises and person, while creating a whole new enterprise culture system by applying brand culture into modern business war theory, the products should t only have world-class quality, but also have world-class taste.
Professor Sihan told us, branding is a unique enterprise positioning, define quality with culture, define quingity with life, define brand with growth, relying on an unprecedented brand positioning advantage to subvert the history, in vate tech logies, build brand and stand forward in world. Insight into the strength of brand tech logic products and reveal Chinese culture at the same time, surpass the same-level join venture products, while seeking new explore spots and rising from a Chinese platform.
“A person, represents an era; an attitude, stands for a country.” The culture positioning theory, accelerate the force of a whole new China’s force will help enterprises seize chances in the markets, so please stay tunned.
