机遇就在你手中

一个人的生命是有限的，但品牌的生命可以是无限的，品牌能让个人的生命得到永恒。要想让自己的生命变得永恒，那就投入到恒源祥的品牌事业中来。当我们选择了恒源祥品牌时，也意味着我们的生命将会和恒源祥一样永远长寿。     

以品牌为龙头开拓市场

<正>一、老字号走科工贸一体化之路恒源祥创建于1927年,是一家悠久的老字号企业.解放前夕就拥有7家工厂,3家商店,可是解放后,特别是公私合营后,恒源祥的工厂划归纺织局,只有南京东路上一家仅有180平方米的国营绒线商店.党的十一届三中全会以后,改革开放的春风,给恒源祥带来了希望,带来了机遇,使它再次腾飞,重新崛起.80年代末,90年代初,恒源祥决定创自己的牌子,生产自己品牌的绒线,销售自己品牌的绒线.为此,于1989年底依法注册了“恒源祥”牌、“小囡”牌作为商标.特别是有70年历史的老字号招牌“恒源祥”已有一定的知名度,现在把企业的名称与产品的品牌一起滚动,“恒源祥”通过报纸、刊物、荧屏走遍大江南北,走进千家万户,使恒源祥的知名度迅速提高.     

老字号企业的创新——巡老字号有感

创建于1927年的老字号“恒源祥”原来只是上海南京路上一家专门卖毛线的商店。1987年,刘瑞旗被任命为恒源祥绒线公司总经理。当时,同南京路上众多的老字号一样,恒源祥早已没有了昔日的光辉。公司所有的总资产加起来也不过50万元,穷得只剩下招牌了。刘瑞旗走马上任后做的第一件事就是花了900元,把恒源祥三个字由店名注册成商标,大张旗鼓地开展了品牌重塑活动。他以恒源祥的品牌吸引全国毛线加工厂加盟,用老字号品牌的无形资产拖动有形资产,在全国串起了一个战略联盟。如今,恒源祥品牌下已经聚集了70多个加盟工厂,5000多家加盟店,遍布全国各地…     

“老大”启示录

重要的是做第一——杰克.韦尔奇做一百个第二不如做一个第一,第一会让人们记住——恒源祥集团董事长刘瑞旗成为老大,企业就在品牌、资本、成本、市场、消费者心智等几个方面或多个方面抢得先机。事情没有停止,只要你还是老大,上述优势资源就会源源不断地"自动"向老大身上汇集,并在     

恒源祥 奥运与品牌提升

恒源祥还未正式成为北京2008年奥运会赞助商的时候,有人说:恒源祥早已声名远播,赞助奥运提升品牌的成本太高了;有人说:恒源祥拿下赞助商资格只是拿到了一个"用钱的权利",恒源祥还要拿出平均2.5倍的资金用于配套的市场推广,难度太高了;还有人说:成为奥运会赞助商后,对恒源祥各方面的规定相     

遭遇"红灯"的品牌抵押

不久前,世界上最大的毛绒生产企业恒源祥以自己的品牌为担保,向上海的银行申请贷款却吃了闭门羹,这一事件正在企业界和银行界闹得沸沸扬扬.在我国,品牌抵押还是一个新生事物,《中华人民共和国担保法》规定:依法可转让的商标专用权可以质押.全国首例品牌抵押是温州庄吉集团以价值1.1亿元的"庄吉"品牌,从温州建行获得的4000万元抵押贷款.恒源祥堪称我国毛绒行业的第一品牌,品牌价值评估达到6亿元人民币,按说应该具备了品牌抵押的条件,到底是什么原因使它受到银行的冷遇呢?恒源祥总经理刘瑞旗将此归咎为整个社会对无形资产的不重视.     

恒源祥:知名还是美誉?

<正>春节期间,"恒源祥"的一则"史上最彪悍"广告,在连续数日的集中轰炸后,即跻身为第一热门话题,并通过网络迅速传播开去。恒源祥这一品牌,在来势汹涌的恶评声潮中,也再次被大众记起,重新提高了品牌     

品牌

2007年12月31日晚，中央电视台体育频道携手恒源祥推出名为《跨进奥运年·恒源祥之夜》特别晚会，在晚会上，奥运体育频道正式启动。作为奥运史上第一家毛纺织类的企业赞助商，恒源祥也是第一次与“世界品牌俱乐部”的跨国巨头们站到了一起。恒源祥董事长刘瑞旗表示，对于恒源祥这样的品牌主导型企业来说，奥运营销并不一定非要搞很多表面的活动，     

果仁张:一颗果仁的百年修炼

在时代变迁中,"果仁张"几经沧桑、历尽沉浮,将老字号做成了深受消费者青睐的"城市名片"和现代化企业五代人心血浇铸的品牌天津,给人最直接的印象恐怕就是十八街麻花、狗不理包子、耳朵眼炸糕。但倘要寻访一家"老天津",十有八九人们会向您推荐另一个在民间颇有人缘的老字号"果仁张"。果仁张,这     

用绒线编织奥林匹克梦想

要充分地运用奥运资源,势必要求恒源祥通过不断探索去寻找与奥运相关联的最佳切入点,以及尽可能多地满足消费者对恒源祥品牌的体验需求。     

刘军 破解梦想的行者

<正>世界上的旅游胜地都有自己独特的定位:巴黎的定位是"浪漫",罗马推销的是"永恒",韩国的口号是"炫动"。而新加坡的口号是"非常新加坡",模糊的定位不足以留下鲜明的印象。懂得定位者有可能分得市场的蛋糕;反之,就可能成为消费者心中"被遗忘的存在"。     

宜家之父坎普拉德

<正>从17岁的创建,到84岁的守望,从个人所有到基金会所有,从瑞典经丹麦再到荷兰,英格瓦·坎普拉德的宜家公司能否避免来自家族或者国家的伤害,成为长盛不衰并且超然独立的企业帝国?     

刘杰 要幸福 先敲门

<正>身高1.89米,外形健康俊朗,学生时甚至做过兼职模特,有过多家金融机构从业经历,三十出头就出任天津矿产资源交易所副总,对于这样一位拥有上述标签的人物,你会用什么词来形容?高帅富+青年才俊!对,这就刘杰给人的第一感觉。生活中的刘杰,高帅富是表象,     

A Chinese Perspective: Business Ethics in China Now and in the Future

China now manufactures or assembles over 50% of the world’s products. However, the world has been reeling from daily accounts of defective “Made in China” products. China has been at the forefront of growing concern, not only about its products and enterprises, but also about its business ethics. This article analyzes recent events connected with the Made in China label from the perspective of evolving Chinese business ethics. Part 1 analyzes three of these events. Part 2 details and analyzes the state of business ethics in China today. Part 3 concludes by exploring the future of business ethics in China. The main conclusion is that business ethics in China faces two kinds of ethical challenges: how to restrict the lawless in as short a period of time as possible and how to protect and advance the interests of employees, investors, and the public through corporate management and public administration.     

Business Ethics and the Idea of a Higher Education

The role of business ethics within higher education is often discussed in relation to its relevance to the business context. However, this paper is concerned with the link between business ethics and Ronald Barnett's conception of a higher education. It is argued that business ethics is the best placed subject within the business curriculum to facilitate 'critical interdisciplinarity'; to enable students to think critically about the business knowledge they already possess drawing on philosophical and sociological perspectives. The legitimacy of the business curriculum within higher education remains a contentious issue. Business ethics has a central role to play in reconciling the business curriculum with notions of a liberal higher education. It is crucial to retain the 'critical' or 'subversive' role of business ethics to counter-balance the dominant 'managerialist' perspective of the business curriculum and demonstrate that the study of business can help fulfil expectations that a higher education in business can be 'emancipatory'.     

Broadening the concept of marketing

Marketing in business is the task of finding and stimulating buyers for a firms's output. Product development, pricing, distribution, and communication are the mainstays of marketing, while progressive firms also develop new products and chart the trends and changes in people's needs and desires. Marketing can either apply its knowledge to social problems and organizations or remain in a narrowly defined business activity. Every organization has basically the same functions: personnel management, production, income, and promotion, which are using modern marketing skills in commercial sectors. Suppliers and consumers are needed by all organizations. In Canada a group wished to promote an antismoking campaign but they had little money compared to the tobacco companies. This group used modern marketing techniques to combat their lack of funds and found many ways, e.g., books, articles. A business firm uses a multitude of marketing tools to sell its product. Nonbusiness organizations frequently do not integrate their programs the way the businesses place all activities under one marketing vice president and department. Astute marketing depends on continuous feedback from consumers and suppliers. They are dependent upon up-to-the-minute research that tells them about changes in the environment and moves of competitors. Nonbusiness organizations are often casual about the research upon which they base their vital decisions.     

柳秋合 如画人生

<正>2007年,文莱公主出嫁,各国为表示祝贺和友好,纷纷送去礼品道贺。而在这众多礼品中,最被公主喜爱的,当属中国赠送的一个内画着文莱特色景观的水晶球。这个水晶球因文莱公主的喜爱在当时颇为轰动,而创作出这个备受瞩目的水晶球的,是中国的一位知名内画师——柳秋合。     

What's So Special About a Special Ethics for Business?

In business ethics literature, debate over a special ethics generally has framed examination of the rules governing business. By constructing a dilemma faced by proponents of a special ethics, I argue that this framing is misguided. Proponents must adopt either an insular or a derivative conception. The former, the view that business is insulated from moral rules, is problematic because arguments used to support it force proponents to accept the idea that each aspect of life is insulated from moral rules. This idea, however, renders philosophically insignificant the claim that business has a special ethics. Proponents no longer make a claim about business, but, rather, a relativistic claim about ethics in general. The derivative conception is the view that business is a set of circumstances that bear on the application of moral rules. This, however, is true of each aspect of life, and is simply an application of the principle 'ought implies can'. The result is that there is nothing special about this sense of a special ethics. Despite lacking specialness, however, the derivative conception provides proper framing for examination of the rules governing business. It subjects business to moral rules, but, also, accounts for the challenging circumstances businesspersons face.     

电子商务发展的新思考

以信息技术为基础的电子商务催生了新一轮的商业革命,使商贸流通这一古老的行业在经过百货公司、连锁超市的变革后,不到30年左右的时间迅速走上现代化,产生了革命化的变动。电子商务式的商业贸易与以前的商业贸易有本质的不同,它是一种无店铺式的商业业态,完全依赖现代信息技术,采用非现金式的交易方式,与消费者基本上没有接触。这种商业方式虽然先进,但是也在发展过程中发生了一些缺点,如无序发展;滥用消费者个人信息;恶性竞争等,需要采取措施进行应对。