麦肯锡-经营品牌赢得中国市场.doc

上传人:rrsccc 文档编号:9317125 上传时间:2021-02-18 格式:DOC 页数:15 大小:133.50KB
返回 下载 相关 举报
麦肯锡-经营品牌赢得中国市场.doc_第1页
第1页 / 共15页
麦肯锡-经营品牌赢得中国市场.doc_第2页
第2页 / 共15页
麦肯锡-经营品牌赢得中国市场.doc_第3页
第3页 / 共15页
麦肯锡-经营品牌赢得中国市场.doc_第4页
第4页 / 共15页
麦肯锡-经营品牌赢得中国市场.doc_第5页
第5页 / 共15页
点击查看更多>>
资源描述

《麦肯锡-经营品牌赢得中国市场.doc》由会员分享,可在线阅读,更多相关《麦肯锡-经营品牌赢得中国市场.doc(15页珍藏版)》请在三一文库上搜索。

1、麦肯锡经营品牌赢得中国市场!;!IJ&K LMNOPQxyz !;#$%$ ;&| !($)# *+#,-./!; !0.,#/ 1$& .QTQ>$:&:k$Ws<PZ0x4nM#D:(&EF=wDl&Z:4(p=ws0!;uv4qr9H#;9sFDJ29wbcdw;6;=(;w#DN;H5#4;6;:94;x(ST960cZL=wSq=+jhMbcd4XaC+9$= 2344Z5:7eWmDH#9534Zg4ZpHlf(:p4#DC5+4+QvwxJS4X;dp%zudqfg&<4#D(#D;<+,(#D(2=

2、F4udX5+4+Q9#w:eSDl4qr2A:XY(#Dn:Dl;<o;+,dX4#D9Dl:9#24H#9=F24/924qreOE)9pi(/<oL=EFX4stZ(Gq#D4s4iO9EF=wDlC|;P$#D4$95D(pGgnMo(pnC4i9=w4GcWue(=*vI0R9nC>i4GhM_ef+6Zg9# 6778i4 9: ;=Z, 677;i4 <3=FZ,(w(G4+Qwxide(p 6777i=*vI-f.8G4!=9=!4W(mDl8.C 7333!Z,ZEFG8);(s1Gy+eEF=wDl/:y(aeZ34,yF*4Dl9EFwC0X;V9

3、;tzVGBc:#Dnvi4$9K(0i610s0#D423a&0S(!40t&9#D4/D07d$%pGgBco(s&!;!9GDEK|!:!mv4:9qr/cq9DGnDZwq#D4PQ(PQmDnGk;72y4G)kDliL9#weG(1247#DPQ#D4L5(w9s0tw&24(#qg6p9PQ#D&9q*!;#4nM+,tDiZts_Nt4+,C;( %s0t9D%FJ&9Dl$%p)*4!cLg9jk$U*3L(,!qsLJ7t9Dl,QkRTt,(HFnM#D(!;2P%&30I4501H#pnM4#DiW9%49n|!4

4、HLwST(psLST9H#:K Bj#C$BmoC$B#DC$ZXBnM#DC(pXt0Lmq<<ZzXQ7BAF;#4!6g,BrR(s4H#9<qwx!6QM4$%H#9a&Bj#C(&!j#a&sH#4mouFG4!mv<kim94Xthi(Xt01FGj#pbcd=F!mvDp0?vg$U+f9aGZ!4BmoC(sP4SrkPx94Z94859:q3.LZ(s4H#qGZ!4mo9ebcd:ZH5s4H#!Me(D&s4H#pSFbcd4_l=n1&#DH#(%z&EF4!mv(_$*sH#=4h>H#9

5、D(56$%4hi(,s0LH#.ms!4+,tD_s0+,t05sC;bcdf9BmoCP(B B#DC(;#D:ZC;bcd$X;EF4Xi9#webcd(ZmDH#iiT69w#Dj#9mlqFGj#:moj#9(2hK5+4+Q(NP4Skl72U489f$0X:/:PU=4l_$PU4j;$/#;#U4YD<X$1P#U45+(6W9,s#D$f!=k<_4L5D.A&p4()vf,( BnM#DC(:&:k$Ws$Q>X !;#X&nM#D4h>(tz4H#GXb99DY#+<q0Q4nSL5(WZg!-6d_9=wLMJBNO

6、4BnM#DC(D&9Kz4ab3BnM#Dw:ZA;7#*6904nM#D9T:&:k9Cm(>9D$%nM#D9T9$%&() * +(%p0i,B?3*(;NKzY$pxW4i2aQOB=wfg4nM#D(kNmZf9EF=wDl|fg.0L#D9wkDg,.0LmowC(|0Lfg9sFgH#GOqj#STf9moabpe(%nGe0moGZ!xpZe0LST24_Se(10:(-./012345!;!_;qs1TU9t;w0vVjXnM4_g(w9TA!;ZkdkPQNO4#D9s1ej&Z=4(s$%8UFHjTABwxE5sQtz4mo9c8

7、m;sLSTwE5PQNO4#Df910d:qGnM4Pm_AmZZW4BA9w/Ad6ZW(DlZ$H#mZst<p#D/n?=&O4ST4O|w&A:94(|GNODp*+ !=4fg:(ZW&cd(|0LH#&O4#D/STZ0LDl9s4/:$%YZDfZR!ZX#/$%/X&89:94(6;867qg8-%&I9:Gq=w4bcdq#D7|9;N9NO4#DPQ ;w&BmoCPQ #ZqAFH#:AFDlps0qr=4A&A:94(3x9Dlx,(PQ*#Dy$0LnM#D69GhiUUz$L5X()v($=9U

8、z&PQ#D6:94;x(Tu.)4Uz!.9$%0iC#9%t#4%G<72y4sQ.ZX&ZDB4(9Z!;4Uz9Dl$% ; !#H#Q<_4+,t9; %#_s+,t5T0sCkbcd9; &#STs%s0+,(XY9Z _%& !#$,? %&(sq)st*v+t$!( &s!HKz4mo$;( wBH#=40LCi$9Kz4mo&sA$%$#( &s|Kz4H#qKz4!;Zk4H#$( &s0iU+9s1Y$%( &spm9Kz4H#$&( Kz&s:Z9:0LJl+4+

9、Q$( f!&s_Kz4#DZQ&D#OGvki|w$( Kz4#D&sZf!wHA&p$BnM#DCB#DCBmoCBj#C!;!Z>ab-N*<_4+,t9Dl$%BR4G:9Ddes4G9o6)*#4GUqr9Df!qrw-_/o:M4H#:)*(s&0G$94$:(&>X!4BRLUC9D&1LDlX$%FJ&(RG:9Dl$%Q0xs6N9EiyH4H5#9Dsf4fb7)(STDl:wJD>*pZRfgH5?&x4!j4&!o4:9;x!H#&TteW4!Zqs4fg4R

10、:U(dq0LDl#J%$FGDYm?v#?OJ49sH5;xS>9ST9&$+Q$q_$)*$-:p5$#D$pwhpX=4N;$sPps5Xekg45KZ(l_DlGFRG:4:95DL#S_4qrXa.Z:G:XyH$H5#(p|bcd/Cty._:l4G:W9l_aE7mR/W4BRj9C/:P(l_DlnE#0G.9/WDZRfb7):P&#w5!sop9:(s4#q9kZ4Pmel_DlpQ:C+,tfEF!;?j9#wfQ*l_4#D(pbcd:&HG:fEFPM:Pm(s4PM:Z&549klEoQ<0Z04.Mo9kU2*R$/Z5

11、$Uj:./jkZ54Tbvw:(&_49klL#X;$U(<2y.XL#owU(Z(ST9cd0R=wk0;#Dl+,t9WXYDlL#avX;:owU(9_=w;#UGUHL/:7R>2hl9t:Px9eW/#;#4bcd$u:Px234bcd$R34QIbcdX+Qt34QIbcd(s1qrGU5d-qWPLbcZBsbc4bc:H5_tZXtz&V:4T2y$PxZiOkR!.(!qs4M79WXYodsDlq/4cZ54H#wops4bcd4G:Dk94&HiLZeH#5!sZf!bcd(TA+,t9%kw9_$%7nv)*#Eq!;#(TAwf&

12、gt;*ZLqrf!4|9_9:(kB<q0Q4+,t9;bcd4G:Y!(OTZg>S&+9ZAF#DwH9A49s;x_&ps4Wo9:(&._ty:l9/4Wo9<&t:Px9eW/#;#4bcd9w-H#:)*Xi(:74&9AF=wTUu7|Zg#D/4N9#w_t9;%z+;<0LcZLqr4#D(s4DlE5f:(Q%FQ93fNO4#DnLMJB9JbcdGULM3(DsJbcdGUBW9DY#DcZ5fq/4G:X$H#f9Afg_&:YB54S0vmoxQt(-./012345!;!O8P)4ab;QD

13、lpQB4nv)*#Dq!;#4+,tW9$%5T0s_s0+,tCkbcd(C+,tn?=69s40t&lH#$/PmZX&Q4+,tioX0( N9Dl$%(2Z#H#F$FH/$U:+s0%4U*v?L#jk(sD&pqr/$%j&4v?9D&U*v?4jkkG9/6Sk7)9Zl%J4!Rk6T4#DXil0(H#FHjkFXlH#F$k+,t405:FXo(2w-?qj&:E0&9<odkLqOPc4-j(/:UjkFXZ/Z5L#H#:f!|4UV9ZXk+4U&H(+QjkFX#piJ1&H4+YR9:

14、G:jkJ/UBP4+YR9DkDNHJ/t4+t(X0bD4)bXQ)q7+,t4C9DYH#4A(ST9l_H#Zq_$:p5X)*MK(s&kl_jkZ5nXH#q_4%mEim94(sZl_/:P4piOHIW9l_Dl4Io2&Z$R8H#L#:2O.9)A !;FI/:P;J1JKwM(u$9l_Dln.0BabkE7Z54RS6$aH#q_9Dw-opG:4H#3>(RSTUVab5+DlIoLQs|pnB:p?4&arM9,?p4&MrM(C34|,%nG_(:S$#Dgh4DlA;_Q7B9TuH#4ek!.9#D&f*64(kN

15、mg9.!;H#4DlTL#sQkv9wZPQ*nM#D(49Dl$%nk0$G$sQXD9Z.Bw5T0s_$+,tQZ;bcd(_k0wH9Dl:(G9$H#:9k0_t:G:9DZ$k0#LL#A!4jk(k0&fgH#+,tXH#gh4sQv=)40iU(wEF=wDlZk0a:vp(q_gK$%c0>4=wkcN#GqOF4k0wpl$qrk=/4S-PP(Dak0:(Qe5+9DDl$%mf74+,tZ$H#L#ik4k0(pGP9DlG9|GG4Y/$&H:GDl(u$:940t&9Dln$%+s$G6JXG2D#G$%(N$9;$D9KXsQ.ZQ

16、&:<04(5+Dl.RsQv4:95(qp #$%i95+a*FilyzOkXY9Z _!;!D9K:w+Dlgh(5+F#KI4#DPQ$%(pEFDlN_GG4SEwSAf95+DldpG$;$D9:sQ.gL#S_no(s4C#Fpq95+C|&sW=w4TU#Di0(L;Z)-O=+f/<%&Q>$Ws:PZZwDnM#D.)4UzwfnqL5:()v(Dl_$5+Z04DlCp=wfQ*fg4#D9DtzknM#DnmZc1DG9C#DVwnM#D(sG97#D4L5D)#nM4#D()v(*8L5&nM#D40L:9QiU(j+|

17、ks9SFmDH#Ckxd04L59ws1L5D0Xq#D47#(Dl$%JvR#DB4L5Lw:2S<$B=Q<UJ$#DL5(p7#nM#D4L5f9Dl$%deH#:+,t*;254#DL59#weH#Zqbcd56A(g4iODY56tTg4Xi(%R0/9s4TtXi$%nG$;<D9Z.kbcdL#%:v(6W9Dl$%jgUJ#D4L59Dlh$/X;.4JLPXB:UP$#D4L5(nM#DQeZ5tT&Ps5+*s#D4L5(:94&9s15KB#D 4+,tDsH#;<5F4G:(ST9PZ6q4L5&BvC9;v&S

18、F6q4e9x9NL5wePZ#D46qp)*bcduvP:AS4?j($%4L5wqmg4_t(!;#)04L5&BCWC9Q>&BNC:B.#C9=w4Ws4L5d&B3z4!()C(pPQ:UJ#D4L54n?=9GDlQp#DPQg7hRS4LW(GDlGkRD*L549s;x9wfcdDl_$ZL54kRB&u.Ze4G6J9psPP9?4GDl:!A:u(XWs1,(w89s9;PQ#DL5f9GG9:4;x%bwqPQ#D|!:!mvfG:4;x(ST9wR%#DmK:eWH#4iO$9Gn$%pbcde=MTtXi9ZL0/u7H5h;9s

19、&XWeWH#f48pTtXiQZH5Z4:9(-./012345!;!3Wc()v&nM#D4u0L9x9x0#D%n$!mv !sQ()v ;:U !kDH5f4()v ;pqrg4/:)5(.nM#D4Dl$p7#()vgX4Uz(ST9Zzpxg)Ws43!DfI(Ws4l<(Wsnp6<<uP$ST!BWstF4s*(Q>0L&AB4!s9DZ$rUfZXW(pSxg4(V)5BCQ>!s43.Y<Z>Y9$w-Zz7(Q>n4d# #$%=wip9JiS3<R34JJXJ1/0.(,F74&9PQ

20、()vD7d%G9w&pkbcd?40iPM(sklDPXq%v$;s$G89o$GD$;sg4!D<_4ZPM(DlwGp/t<z0/t4sP$H#:/P40&9Dln:p./tP#;X!JZ.9#wL0/w+bcdZ$H#4R(fn#DXi9Dl$%7/HeW#D4fkri(;%&*-g!;X%=I45PQ#DDq9Q/qskB(;Q#D&L7|4n?9FX;<+,9TD%+,4LU*KI(LE59Kzp*+ &: =OJ04fg9Zcd>dNOp#DXY9Z _%& &#$,-.-/t0v+t,p1()* K

21、z&s*ZyzUJ#D(Kz#DENr(&* Kz&s#D$%(&sq#kTZcW:XiD#J#D$%&sqB#D$%4oW* Kz&sq(.Kz%ROhT4QT)$klBZXZ,oWRbcdH#$k0ZX+Zp_Q8k% !ST9jkGDl:;.Z ;.bcd(zaH# !ST9jkv%&HZ ;+* Kz&sqfIa:LKz4#D/.40/KI(!;!/n?=404$5fg(q/wH9s4fg(2cdDlJp#D/=49spiO(ST90LDl:(Q7B9t&w-:F.4H#Xi:(DNOf!bcd&V:(ps

22、1TUR9 EFbcdZ#D4ukvw:2QH#4+,t4:qr$%&$94(|PQ#D/=4piOn2(Dl$%#qZ0L7|4v?6bcs4YZ(0LDl%4$9pr*Zyz#D4/cL(s4Z_pL#D/4n?=#*l05:B4P( #0GA4#D$%9MZ*+ !: ;=OJ4fgL|G4aDejkZ5rUR&7B4piO9ZXO<a(! ! ! ! !Ii9#D/Z0LDlpqrgEFA*d:94LW(w9EF=wDlk#D/4v9w_ikG&*6(GnD(yzZwq#D/(qz#D/P4$9Dl$%JvRnM#D49s9x9STUz$L5X()vZDY

23、$%nps4?6PQ#D(Uz&#D4!.(g;PQ*nM#D4Dl$%pa$U*KI$/3L:$%4!fgg6(TDl(_#DPQ4EdDyz94$9/|93x9p=4_69A:(QOBJ0e=w4nM#D(! ! ! ! !WXYDlq #$!%i>w9&wDNv4jkrsDl9U*45GXb9(WXY #$&$iLMpkse9p=w4U*5q #$&i(f3f*9-./012345%& ;#$,-.-/t0v+t,PQ(#) Kz&s!HpJH#=bcd6V=4&Mx(!) Kz!HKz4#D;qjLrK:>?r(vMs

24、.s4#D(;) Kz&s(|Kz4f!GUqr(s0GUqr&sqwq5(*) Kz!HKzf!qr4bcd6+94Xi&Mxr(&) Kz!HWqa+H# +)*49s&Mxr(%) %z&sQdes4!O6oH# +)*(,) %z&sQs4!OC+() Kz&sv%&H=41L5w-B4P($) Kz4H# +)*&spQTs4Xif%<_5(p%(#-) Kz&s(bcd%Kz4H#<)*4!O(#) f!&s:Z|s4!O(#!) Kz&s(YKz4#DL5(#;) Kz4#D&s%A&p(!;!WXYp7$Ij$glXjaPQUDl(!;#ibx9WXYCp=w+ $%FLrsGf9$=klEF=wTU&%4Gf(WXYpDl$%$QT)$/$QTX/3LZNOw-rs)*(b9W &%RDl=40/Zg&WXY4(,-.0VWXC/qUV56nS()* +,*-./00VWX01qUV-h56nS2340VWXC/qUV;aI/!VWXUV 1 !;TXY9Z _

展开阅读全文
相关资源
猜你喜欢
相关搜索

当前位置:首页 > 社会民生


经营许可证编号:宁ICP备18001539号-1