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品牌营销应“文质”平衡
Jing Ji Ri Bao· 2025-10-08 00:29
户外品牌始祖鸟在喜马拉雅山脉上演"烟花秀",结果以道歉收场;在预制菜争议中,餐饮企业西贝 遭遇品牌信任危机……近期,品牌营销"翻车"事件不断,热搜过后,硝烟散去,还要追问:商家需要什 么样的品牌营销?品牌营销之路该如何规范? 做生意,跟做人一个道理,追求君子之道。何为君子?《论语》有言:"质胜文则野,文胜质则 史。文质彬彬,然后君子。"意思是说,一个人如果质朴胜过文采,就显得粗浅鄙陋,但文采多于质 朴,又会华而不实。只有把两者均衡结合、相融得当,才能称得上君子。现在,"文质彬彬"常用来形容 一个人文雅有礼貌。 从"文质彬彬"看品牌营销的平衡艺术,其核心就是实现品牌和产品的自洽,同时兼顾品牌与环境的 融洽。产品若丢掉了源头本色,与实际环境格格不入,一味追求"新意",无异于舍本逐末。这样的产 品,消费者怎会回购呢?(本文来源:经济日报 作者:李万祥) 商家可从"文质彬彬"的君子意涵中习得品牌营销之道。"文质彬彬"里的"文"是纹理、纹路,亦有修 饰之意;"质"是质朴、实质,可作品质解。对商家来说,品牌营销是"文",产品品质为"质","文质彬 彬"就是品牌营销要与产品品质融合得当,以焕发光彩,引人瞩目。这样的产品,在 ...
浩荡与幽微(书里书外)
Ren Min Ri Bao· 2025-05-22 22:02
Core Viewpoint - The article discusses the author's journey in literary creation, emphasizing the importance of life experiences and self-awareness in writing, culminating in the publication of the novel "不舍昼夜" (Unceasing Day and Night) [3][6]. Group 1: Author's Journey - The author reflects on their transition from working in a factory to becoming a writer, highlighting the necessity of continuous learning and life experience in the writing process [3]. - The author describes their evolution in writing philosophy, moving from pure emotional expression to a more profound understanding of life and self [3][4]. - The author acknowledges the challenges of writing in the information age, stressing the need for a comprehensive understanding of life beyond fragmented knowledge [3][5]. Group 2: Literary Philosophy - The author cites the importance of balancing the depiction of everyday life with deeper existential themes, inspired by works like Lu Xun's "Wild Grass" and Hermann Hesse's "Steppenwolf" [4][5]. - The title "不舍昼夜" is chosen to reflect the relationship between time and self, indicating a commitment to authenticity in writing [6]. - The author emphasizes the significance of writing from a "common person's" perspective, focusing on the struggles and efforts of ordinary individuals in pursuit of their dreams [5][7]. Group 3: Themes and Structure - The novel's structure intentionally employs biographical elements to convey the protagonist's life journey, reflecting on the interplay between personal and societal experiences [6]. - The author aims to explore the duality of "浩荡与幽微" (vastness and subtlety), representing the broader societal context and individual experiences [5][7]. - The narrative seeks to engage readers in contemplating the complexities of life, success, and failure, leaving interpretations open to the audience [7].