现在,也许到了回答“策划是什么”这样的问题的时候了。我们已经很熟悉“什么是策划”这样的概念。例如我们知道阿迪达斯的体育营销是策划,某媒体时段的招标运作是策划,某产品的上市宣传是策划,甚至某名人的“点子”也是策划,然而,“什么是策划”与“策划是什么”是两个完全不同的问题。前者停留在较低的“用”的层面,我们曾经在相当长的时期内接受了这样的关于策划的教育与熏陶,而后者 Now, maybe it’s time to answer the question “What is planning?” We are already familiar with the concept of what is planning. For example, we know that adidas sports marketing is planning, a media bidding operation is planning, a product marketing is planning, and even a celebrity “idea” is planning, however, “What is planning ” and “Planning what is” is two completely different issues. The former stayed at the lower level of “use,” and we had been educated and curated on such planning for a long period of time. The latter