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记者:今年是青啤公司建立100周年,在中国,百年历史的企业本就不多,历经沧桑而不衰的企业更不多见,对青啤来说,这是一个具有特殊意义的时刻,不仅企业的员工,许多青岛人也在关注青啤公司的未来,对此,企业有没有什么新的思考?金志国:青啤公司是中国第一个啤酒公司,诞生在青岛,是青岛的光荣。因此,我们在思考青啤过去100年的发展和筹划青啤未来100年发展的时候,首先需要找到一个基准点,也就是我们思考的原点。记者:这个思考的原点是什么?金志国:不知道你们注意到没有,在国内现有的知名品牌中,以一个城市的地域名称作为知名品牌的恐怕就只有青啤这一家了!这是一个非常独特的现象,它的独特性就在于:作为一个啤酒品牌和一个城市的名称相互重叠。这也就是说,我们不单纯是一个产品,一个公司的品牌,它实际上还承载了这个城市形象使者的角色与任务。这就是我们思考的起点。如何围绕青岛的城市建设来发展我们的品牌,同时使我们的品牌为城市增添光彩。这就是我们思考未来100年的一个基本坐标点。记者:这是一个非常有意思的思路,一个城市的名称和一个著名产品的品牌与一个知名大公司的品牌如此的重叠,的确是绝无仅有。那么具体你们是如何思考这个问题的呢?
Reporter: This year is the 100th anniversary of the founding of Tsingtao Brewery. In China, there are only a few hundred-year-old enterprises that are rare after the vicissitudes of life. For Tsingtao Brewery, this is a moment of special significance. Not only the employees of the company, but also many Qingdao people are concerned about the future of Tsingtao Brewery. In this regard, is there any new thinking for the enterprise? Jin Zhiguo: Tsingtao Brewery is China’s first brewery company and was born in Qingdao. It is Qingdao’s honor. Therefore, when we think about the development of Tsingtao over the past 100 years and plan the development of Tsingtao over the next 100 years, we first need to find a benchmark that is the origin of our thinking. Reporter: What is the origin of this thinking? Jin Zhiguo: do not know you did not notice that in the existing well-known brands in China to a city’s geographical name as a well-known brand I am afraid that only Tsingtao this one! This is a very The uniqueness of the phenomenon, its uniqueness lies in: as a beer brand and the name of a city overlap. That is to say, we are not simply a product, a company’s brand, it actually carries the role and mission of the city image messenger. This is the starting point for our thinking. How to develop our brand around the urban construction in Qingdao, and at the same time make our brand add luster to the city. This is a basic coordinate point for thinking about the next 100 years. Reporter: This is a very interesting idea. The overlap of a city’s name, a famous brand, and a famous big company’s brand is truly unique. So how do you specifically think about this problem?