张贴在机场的高价咨询：为什么有企业愿为“抽象”战略买单？

Core Insights - The article discusses the rise and role of the management consulting industry, particularly in the context of its perception and value among businesses [1][2][6] - It highlights the distinction between genuine strategic consulting and superficial "idea generation" often misattributed to consultants [2][5] - The article emphasizes the importance of data analysis and logical reasoning in consulting, contrasting it with the notion of "idea kings" who lack formal training [2][4] Industry Overview - Management consulting emerged later than modern advertising, with notable firms like McKinsey founded in 1926 and Boston Consulting Group in 1963 [3] - The industry addresses serious management issues, particularly how brands can position themselves effectively in competitive markets [3][6] - The positioning theory, introduced by Al Ries and Jack Trout in 1969, is a key concept in consulting, focusing on creating a unique brand position in consumers' minds [3][4] Market Challenges - There is a prevalent skepticism among Chinese business leaders regarding the value of consulting fees, often questioning whether the insights provided justify the costs [5][6] - The article notes that many managers doubt the effectiveness of consultants, believing their own experience surpasses that of external advisors [6][9] - The rapid changes in the Chinese market complicate the application of long-term strategic planning, as businesses often prioritize immediate sales results over sustained brand positioning [7][9] Case Studies and Examples - Successful applications of positioning theory are illustrated through historical examples, such as Volkswagen's "Think small" campaign and Marlboro's rebranding [4] - The article discusses the challenges faced by brands in China, where market dynamics can lead to a blending of brand identities rather than clear differentiation [7][8] Conclusion - Despite the skepticism, the article argues that there is a significant need for effective management thinking in China, suggesting that both businesses and broader societal contexts could benefit from strategic consulting [9]