Industrial enterprises too value the value of physical, rather than agree with the value of the spirit. Performance in the marketing, is to focus on self-centered manufacturing, while ignoring the customer-centric branding. As a result, the perception of customer demand is slow, lack of market resilience. Is like a giant dinosaur, physical development, and empty-headed, the lack of soul. This dinosaur-type enterprises in the Chinese market abound. Once the market changes, they are almost no resilience, or sit still, suddenly collapsed, or Paolu disappear.
Blindly rely on the scale of production, low operating costs and the rise of Chinese manufacturing, catch fire for 30 years. When faced with the current high cost, purchasing power of the market situation changes tightening, but become helpless. in
Those who hold high the core technology and strong brand of foreign counterparts before, is so vulnerable. At this point we found that no technology, no brand of Chinese industrial enterprises, its fate was so fragile.
Why is China's industrial entrepreneurs group will unconsciously into this quagmire? Zhang Dongli that this is with our long-term value of materialized enterprises, and ignore the value of the spirit are inseparable. Plant, equipment, raw materials, manufacturing, processing, energy consumption, which are in the form of things exist, easy to be entrepreneurs to understand and control, and technology and brand is out of the concrete, in a spiritual way exists , It is difficult to be used to the traditional manufacturing entrepreneurs understand and control. As a result, industrial entrepreneurs are willing to spend huge sums of money to build large office buildings and factories (a waste), the use of the most advanced equipment (equipment is not fully out of the ability to buy the most luxurious cars (mainly used to swing gas) , But reluctant, can not wait to invest in R & D and brand and time. This is like a person, amazing appetite, body fat, but the spirit is extremely poor, atrophy, when the environment has changed, he did not think the ability and maneuvers response means, only hand in hand. This is the current situation faced by many industrial enterprises.
Business is an organism, as colleagues, also need the spirit. Only in the spirit of inspiration, can burst out of great creativity and vitality. Spirit, not related to the size of the enterprise. A few thousands of people without the spirit of the large enterprises, but also smaller than a concept of a few dozen small businesses, the vitality of a dinosaur is far less than the vitality of a cockroach. Without the support of the spirit, all things are stagnant and dead, are unable to continue evolution and create value.
Brand spirit, is a manifestation of the spirit of enterprise, which external customers to establish a strong confidence in the mind, to stimulate each member of the potential and creativity. It is like a pair of tentacles, in-depth market, keen to perceive changes in order to timely adjust and respond to; like a lighthouse, guiding the direction of the ship sailing to the crew with infinite hope and comfort.
If there is no brand spirit, we are like a ship sailing in the dark sea, I do not know where to sail, but can not escape the whirlpool capsize and reefs impact. China's industrial enterprises is indeed the need for brand spirit, this is not just a marketing problem, but the issue of life and death of enterprises, every entrepreneur can not be avoided.
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