韩国品牌成功之道
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">总有人认为:</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20.9pt; mso-char-indent-count: 1.55; mso-char-indent-size: 13.45pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">韩国品牌能走向世界,是由于韩国人狭隘的民族情绪,使韩国产品站在市场稳了脚跟。韩国人珍爱国产,积极支持国产,哪怕价格高、性能差,也自觉地首选国产而不是质优价廉的日本。这种对民族品牌的偏爱虽然包含着过浓的甚至有些可笑的民族主义情绪,客观上却使韩国产品站稳了脚跟,打开了市场,扩大了规模、获得足够的生存和发展空间,也终于真正走向世界。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20.9pt; mso-char-indent-count: 1.55; mso-char-indent-size: 13.45pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">中国品牌发展了几十年,少有几个做强做大,归结为中国人自上而下的崇洋媚外、追求奢华的心态有直接。如果像韩国人那样一以贯之、不离不弃地热爱、推崇民族品牌,呵护民族品牌,随时随地光大和推销民族品牌,还愁它不能成为世界品牌吗?</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana"> <p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">罗马不是一天建成的,韩国品牌能走的今天,先看看韩国经济为什么能迅速发展</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: -21pt; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">1.</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">韩国国土面积小,种族单一,最初经济基础薄弱。通过扶持几个集团,使韩国经济得以迅速发展。几大财阀控制韩国经济,大宇集团崩溃前的生产总值占韩国</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">GDP</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">的</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">14</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">%。品牌少,品牌竞争少。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: -21pt; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">2.</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">国家的政策。经历过进口替代政策失败后,转向出口政策,鼓励出口。制定相关政策,扶持国内集团,外国品牌很难就进了韩国。如《环珠格格》横扫韩国电视台后,韩国政府限制引进中国电视剧。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: -21pt; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">3.</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">国际环境。美国扶持日本,日本反哺韩国。美日两个大市场是韩国“出口政策”成功的基石,韩国从开始就面对国际市场。容易获得美国,日本的技术。美国,欧洲国际焦点主要放在冷战,与苏联竞争。韩国一心搞经济建设。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 21pt; TEXT-INDENT: -21pt; mso-list: l0 level1 lfo1; tab-stops: list 21.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">4.</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">企业家的执着追求:</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; mso-list: l0 level2 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">a)</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">三星:李健熙在美国商场见到韩国产品和日本产品的差别。索尼产品摆在精品台,做推进产品,三星被丢在角落里。从此决心超越索尼。碰巧刚刚赶上电子产品大换代,由模拟电子向数字电子产品升级。把所有的赌注都压上。三星</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">94</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">年就拿出</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">256M</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">的内存。三星获得在数字产品时代的成功。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; mso-list: l0 level2 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><font face="Verdana">b)</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">现代:</span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">郑周永</span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">建造造船的同时造船的疯狂之举。</span><strong><span style="FONT-WEIGHT: normal; FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">汽车业神话的缔造者郑梦九。</span></strong><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">咆哮:</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">“</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">只有把质量提高到丰田的水平,才是生存的根本!</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">”</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">而</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">1998</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">年,美国著名夜间脱口秀节目主持人戴维</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">.</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">莱特曼在他的节目中开玩笑:</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">“</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">世界上最倒霉的</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">10</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">件事,其中第</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">8</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">件,就是坐现代车。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 12.0pt;"><font face="Verdana">”</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 12.0pt;">在美国,还有一个著名笑话如此形容:现代车,只有推它才会动,而且是在下坡的时候。现代低价车的质量问题层出不穷,在美国销量一路走低,因此沦为美国人的笑柄。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; mso-list: l0 level2 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><font face="Verdana">c)</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><font face="Verdana">LG</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">:</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 10.5pt;"><font face="Verdana">1958</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 10.5pt;">年成立,便是韩国电子信息通讯领域的代表企业。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966; mso-bidi-font-size: 10.5pt;"><font face="Verdana">40</font></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana; mso-bidi-font-size: 10.5pt;">后,通过坚持不懈的技术创新,取得一个全球有意义的第一,研制并生产第一台等离子电视,走到了全球电子信息通讯产业的前沿</span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; mso-list: l0 level2 lfo1; tab-stops: list 42.0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana">d)</font><span style="FONT: 7pt 'Times New Roman';"> </span></span><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">大宇:金宇中靠着对市场信息的认识,白手起家。</span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 42pt; TEXT-INDENT: -21pt; mso-list: l0 level2 lfo1; tab-stops: list 42.0pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;"></span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span> </p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.0; mso-char-indent-size: 13.5pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #339966; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">所以说韩国人起初对韩国品牌的支持是因为可供选择机会少,逐渐形成狭隘的民族感情,使韩国品牌在国内站稳脚跟。美日的帮助,欧洲的疏忽使韩国产品融入国际市场,但八十年代只是低档品牌。随着经济的发展,企业家的执着追求,九十年代后,尤其是亚洲金融危机之后,韩国各品牌真正融入世界,面对各国企业竞争。纷纷加紧技术研发,提升管理水平。尤其是三星,现代近几年注重技术管理的成功,使韩国仅有的几个品牌成为世界品牌。韩国造成为高质量产品的代表。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #339966;"><font face="Verdana"> </font></span></p> <p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; tab-stops: 234.75pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">中国和韩国,国内国际环境都大不一样</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana"><span style="mso-tab-count: 1;"> </span><p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 13.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 13.5pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">国土面积大,多民族,多文化,历史悠久,社会主义。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 13.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 13.5pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">品牌众多。如光彩电行业:长虹,上广电,海信,海尔,创为……</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 13.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 13.5pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">政府能把他们合并在一起吗,政府能限制外资品牌的进入吗?</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana"> <p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 13.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 13.5pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">……</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 13.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 13.5pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana"> <p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">如果有选择,地球人都喜欢物美价廉。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><font face="Verdana"> <p></p></font></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span style="FONT-SIZE: 13.5pt; COLOR: #55aa66; FONT-FAMILY: 宋体; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana;">华为,奇瑞的成功归于国人的民族感情吗?不是,是华为,奇瑞的执着。华为坚持走国际化道路,奇瑞坚信中国也能造好车。韩国最值得学习的是企业家和企业家精神,而不是狭隘的民族情绪。</span><span lang="EN-US" style="FONT-SIZE: 13.5pt; COLOR: #55aa66;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><font face="Verdana"> <p></p></font></span></p> <p>支持国货应该提倡的。但是我们厂家应该从自身找出些毛病吧。产品不好,售后服务极差。如何快速的应对需求多变的市场变化呢。</p> <p>值得思考的是韩国在对外开放前发现自己的不足然后去弥补,中国呢</p><p>华为是一个人的执著的投机感动一批人</p><p>中国原本有红旗只是它像女人一样看我72变</p><p>领导者善变群众会怎么想</p> <p>关键还是企业自身的竞争力,产品的适销对路,及时满足大众需求的创新以及质量的保障</p>
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