中國品牌: 前瞻与後顧 ∕ Brand China: Past and Future

有鑑於最近發生的「三鹿牌」有毒嬰兒奶粉事件,我用 Google 在網上查參有關中國品牌的評論文章和資料,選貼以下四篇的片斷,以供讀者參考:

(第一) 『中國 金字 招牌 - GOLDEN CHINA BRANDS』

(Source: http://goldenchinabrands.com/blog/ )

這是2008-09-15『中國 金字 招牌 - GOLDENCHINABRANDS』網上首頁的 mission statement:

『..... 我們致力於研究中國品牌，也將現存的深植人心的中國品牌帶給遍及全球的消費, 這也是我們可以做得最好並且也最樂意去做的事 .....』

"..... we are devoted to the world of Chinese Brands. we bring Chinese Brands alive in the hearts and minds of consumers worldwide. that’s what we can do best and love to do - everyday. ....."

(第二) "How Brand China Can Succeed" by John Quelch, Senior Associate Dean and Lincoln Filene Professor of Business Administration at Harvard Business School.

(Source: http://hbswk.hbs.edu/item/5777.html )

這是2007-09-18 美國哈佛大學教授在網上登的一篇論文。

"..... China has become factory to the world. The Chinese are rightly proud of their achievements and the 2008 Olympics promise to be China's coming out party, ... However, a series of recent setbacks threaten China's new and improving image. As a result, China looks like a country that loves the world's markets but does not play by the world's rules. ... Not until recently has China's government given serious attention to the country's international image. Though the number of tourists and foreign investors grows apace, there is just not enough pre-existing brand equity among the world's consumers to inoculate Brand China against the current tide of negative publicity. What should China do?

(1) First, the central government must ensure that manufacturing quality standards and health and safety laws are tightened and enforced nationwide. Western multinationals have a role to play in ensuring their Chinese subcontractors deliver on quality, but Beijing must push provincial governments to upgrade and enforce existing laws. Tough sentences no doubt send a message of deterrence.

(2) Second, China must move towards an economy based on invention rather than imitation. Japan and Korea have made the transition. Brands like Sony and Samsung are now respected worldwide. The global aspirations of cutting-edge Chinese brands like Lenovo and Haier suffer when the misbehaviors of corrupt Chinese businessmen and government officials drag China's image down. .....

(3) Third, China must use the Olympics as an event for national progress, ... It is vital that, for 2008, all Chinese raise their game, not just in competitive sport but in commerce. It would be too bad if China is the largest medal winner in 2008 but remains an also-ran in business practices.

Do you think China will succeed in its effort to rehabilitate its brand? ....."

(第三) "Brothers charged over tainted baby milk" The Associate Press

(Source: http://www.cbc.ca/consumer/story/2008/09/15/tainted-milk.html#articlecomments )

這是2008-09-15加拿大國家廣播臺CBC網上,一個消費者对中國「三鹿牌」毒奶粉事件的反应。

"..... I picked up a frozen Salmon fillet in the supermarket last week, the label said "Made in China". I put it back in the freezer. I don't buy anything edible made in China. ....."

(第四) 『中國品牌爲何難入美國門』作者:姚定康, 來源:全球品牌網

(Source: http://news.brandchina.org/htmlnews/2007/01/08/1089180_0.htm )

這是2007-01-08 《中國品牌科學院》登貼在網上的一篇論文之片斷。

『..... 去年12月20日，中國發布的首個《中國名牌戰略發展報告》指出，國家将在“十一五”時期強勢推進品牌培育工程，要形成10個世界級品牌，培育100個向世界級品牌進軍的中國自主品牌。

對中國品牌産品的出口戰略，各方面的研究己經相當充分，本文則是從戰術或策略的角度作探讨，希望對中國品牌戰略的實施，尤其對企業的操作層面能有一定的幫助。.....』
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(Photo credit 攝影图片 Associate Press: 武漢医院「三鹿牌」奶粉病人