高峰对话 唐·舒尔茨：品牌传播的杠杆法则 低成本也能做出大品牌

品牌是企业成长最重要的驱动力之一，这已是企业界的共识。虽然中国产品早已与国际品牌同台竞技，但在全球排名前20的品牌中，仍然没有中国企业的身影；在中国排名前10的品牌中，基本是电信或银行等国有垄断型企业。多年来，中国产品一直是廉价和OEM的代名词。如何在全球建立中国制造的优秀品牌形象，使之摆脱低成本和廉价印象？如何打造中国自己的强势消费类产品品牌？

Don E. Schultz: Consumer is the key

Chinese companies who based on the supply chain should learn to manage the enterprises on the basis of demand chain. That means the enterprises should take consideration of the consumers, should understand and provide what consumers need. The future of the market lies in customers, especially in the pockets of customers. Without satisfying the needs of customers, enterprises will lose their source of income. How to act consumer oriented? This is the key of integrated marketing.