{"id":11908,"date":"2008-09-02T03:25:00","date_gmt":"2008-09-02T03:25:00","guid":{"rendered":"https:\/\/www.sisinternational.com\/book-review-the-culture-code\/"},"modified":"2017-04-07T00:24:43","modified_gmt":"2017-04-07T00:24:43","slug":"%e4%b9%a6%e8%af%84%e6%96%87%e5%8c%96%e5%af%86%e7%a0%81","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/zh\/%e4%b9%a6%e8%af%84%e6%96%87%e5%8c%96%e5%af%86%e7%a0%81\/","title":{"rendered":"\u4e66\u8bc4\uff1a\u300a\u6587\u5316\u5bc6\u7801\u300b"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/culture_code.jpg?__SQUARESPACE_CACHEVERSION=1233894383783\" alt=\"SIS \u56fd\u9645\u5e02\u573a\u7814\u7a76\u4e0e\u6218\u7565\">\u4f5c\u4e3a\u6211\u4eec\u8425\u9500\u76f8\u5173\u4e66\u7c4d\u7cfb\u5217\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u56de\u987e\u4e86\u514b\u6d1b\u6cf0\u5c14\u00b7\u62c9\u5e15\u8036 (Clotaire Rappaille) \u7684\u4e66\u300a\u6587\u5316\u5bc6\u7801\u300b\u3002\u5728\u8425\u9500\u7814\u7a76\u4e2d\uff0c\u62c9\u5e15\u8036\u4ee5\u5176\u98ce\u683c\u548c\u72ec\u7279\u7684\u4eba\u7c7b\u884c\u4e3a\u7406\u8bba\u800c\u95fb\u540d\u3002\u4ed6\u56e0\u62d2\u7edd\u4f20\u7edf\u7684\u7126\u70b9\u5c0f\u7ec4\u800c\u95fb\u540d\uff1b\u76f8\u53cd\uff0c\u4ed6\u63d0\u51fa\u4e86\u4e00\u4e2a 3 \u5c0f\u65f6\u7684\u7126\u70b9\u5c0f\u7ec4\uff0c\u5728\u8fd9\u4e2a\u5c0f\u7ec4\u4e2d\uff0c\u4ed6\u4f1a\u5bf9\u6a21\u7cca\u7684\u95ee\u9898\u8fdb\u884c\u975e\u7ed3\u6784\u5316\u7684\u63a2\u7a76\uff0c\u4ee5\u5f15\u51fa\u6839\u6df1\u8482\u56fa\u7684\u60c5\u611f\u548c\u6001\u5ea6\u3002\u5728\u4e66\u4e2d\uff0c\u4ed6\u8c08\u5230\u4e86\u4e00\u79cd\u6587\u5316\u5982\u4f55\u4e3a\u6bcf\u4e00\u4e2a\u6982\u5ff5\u90fd\u8bbe\u5b9a\u4e86\u4e00\u4e2a\u5bc6\u7801\uff0c\u800c\u8425\u9500\u4eba\u5458\u7684\u5de5\u4f5c\u5c31\u662f\u89e3\u7801\u8fd9\u4e9b\u542b\u4e49\u3002<\/p>\n<p>\u62c9\u5e15\u8036\u5217\u51fa\u4e86\u4e0e\u4ed6\u7684\u5e02\u573a\u7814\u7a76\u65b9\u6cd5\u76f8\u77db\u76fe\u7684\u4e94\u9879\u6838\u5fc3\u539f\u5219\u3002<br \/>\n<strong><br \/>\n\u539f\u5219\u4e00\uff1a\u4f60\u4e0d\u80fd\u76f8\u4fe1\u522b\u4eba\u8bf4\u7684\u8bdd<\/strong><br \/>\nRappaille \u4e3e\u4e86\u4e00\u4e2a\u4f8b\u5b50\uff0c\u63ed\u793a\u4e86\u6c7d\u8f66\u4e0e\u6027\u6b32\u8054\u7cfb\u5728\u4e00\u8d77\u7684\u89c2\u5ff5\u3002\u4ed6\u56de\u5fc6\u8d77\u6709\u5173\u6c7d\u8f66\u7684\u7126\u70b9\u5c0f\u7ec4\uff0c\u5176\u4e2d\u53d7\u8bbf\u8005\u56de\u5fc6\u4e86\u4ed6\u4eec\u5728\u8377\u5c14\u8499\u9a71\u52a8\u4e0b\u7684\u9752\u6625\u671f\u7684\u7ecf\u5386\u3002\u4ed6\u8fd8\u5f15\u7528\u4e86\u68a6\u60f3\u5728\u77ed\u65f6\u95f4\u5185\u88ab\u9057\u5fd8\u7684\u4e8b\u5b9e\u4f5c\u4e3a\u8bc1\u636e\u3002\u4ed6\u7684\u5efa\u8bae\u662f\u8425\u9500\u4eba\u5458\u5fc5\u987b\u6df1\u5165\u8868\u9762\u3002<\/p>\n<p><strong>\u539f\u5219 2\uff1a\u60c5\u611f\u662f\u5b66\u4e60\u4efb\u4f55\u4e8b\u7269\u6240\u9700\u7684\u80fd\u91cf<\/strong><br \/>\nRappaille states that people learn when emotion is involved. An example given was the learning experience a child receives when she burns her hand on a stove for the first time. Hence <a href=\"https:\/\/www.sisinternational.com\/zh\/%e4%b8%93%e4%b8%9a%e7%9f%a5%e8%af%86\/%e7%bb%8f%e9%aa%8c%e7%ae%80%e5%8e%86\/%e4%b8%aa%e4%ba%ba%e6%8a%a4%e7%90%86%e4%ba%a7%e5%93%81%e5%b8%82%e5%9c%ba%e8%b0%83%e6%9f%a5\/\" title=\"\u4e2a\u4eba\u62a4\u7406\u4ea7\u54c1\u5e02\u573a\u7814\u7a76\"  data-wpil-monitor-id=\"8451\">marketers should tie exposure of the product<\/a> to emotion to influence behavior.<br \/>\n<strong><br \/>\n\u539f\u5219 3\uff1a\u4fe1\u606f\u5728\u4e8e\u7ed3\u6784\uff0c\u800c\u4e0d\u662f\u5185\u5bb9<\/strong><br \/>\nRappaille \u5f15\u7528\u4e86\u8fd9\u6837\u4e00\u4e2a\u4e8b\u5b9e\uff1a\u5f53\u4eba\u4eec\u5bfb\u627e\u6f5c\u610f\u8bc6\u4fe1\u606f\u65f6\uff0c\u5f62\u5f0f\u548c\u7ec6\u8282\u5c31\u53d8\u5f97\u4e0d\u91cd\u8981\u4e86\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c\u6545\u4e8b\u7684\u7ed3\u6784\u624d\u662f\u91cd\u8981\u7684\u3002\u4ed6\u7684\u89c2\u70b9\u662f\uff1a\u4e0e\u97f3\u7b26\u4e4b\u95f4\u7684\u7a7a\u95f4\u548c\u6bcf\u4e2a\u97f3\u7b26\u4e4b\u95f4\u7684\u8303\u56f4\u7684\u6574\u4f53\u7ed3\u6784\u76f8\u6bd4\uff0c\u5355\u4e2a\u97f3\u7b26\u5e76\u4e0d\u91cd\u8981\u3002<\/p>\n<p><strong>\u539f\u5219 4\uff1a\u5370\u8bb0\u5b58\u5728\u65f6\u95f4\u7a97\u53e3\uff0c\u5e76\u4e14\u5370\u8bb0\u7684\u542b\u4e49\u56e0\u6587\u5316\u800c\u5f02<\/strong><br \/>\nRappaille \u51ed\u501f\u5176\u884c\u4e3a\u5b66\u4e60\u80cc\u666f\u89e3\u91ca\u8bf4\uff0c7 \u5c81\u4e4b\u524d\u7684\u5b69\u5b50\u4f1a\u7559\u4e0b\u6df1\u523b\u7684\u5370\u8c61\uff0c\u5c24\u5176\u662f\u5728\u6587\u5316\u65b9\u9762\u3002\u540c\u6837\uff0c\u9999\u69df\u5bf9\u6cd5\u56fd\u5b69\u5b50\u548c\u7f8e\u56fd\u5b69\u5b50\u7684\u610f\u4e49\u4e5f\u4e0d\u540c\u3002<\/p>\n<p><strong>\u539f\u5219 5\uff1a\u8981\u4e86\u89e3\u7279\u5b9a\u6587\u5316\u4e2d\u5370\u8bb0\u7684\u542b\u4e49\uff0c\u4f60\u5fc5\u987b\u5b66\u4e60\u8be5\u5370\u8bb0\u7684\u4ee3\u7801<\/strong><br \/>\n\u4ea7\u54c1\u5728\u4e0d\u540c\u6587\u5316\u4e2d\u7684\u542b\u4e49\u4e0d\u540c\uff0c\u4f8b\u5982\uff0c\u7f8e\u56fd\u6c7d\u8f66\u7684\u4ee3\u7801\u662f\u201c\u4e2a\u4eba\u4e3b\u4e49\u201d\uff0c\u800c\u5fb7\u56fd\u6c7d\u8f66\u7684\u4ee3\u7801\u662f\u201c\u5353\u8d8a\u5de5\u7a0b\u201d\u3002<\/p>\n<p><strong>\u6839\u636e\u6d88\u8d39\u8005\u7814\u7a76\u5f97\u51fa\u51e0\u4e2a\u6709\u8da3\u7684\u6587\u5316\u4ee3\u7801\uff1a<\/strong><br \/>\n\u7f8e\u56fd\u6587\u5316\u4e2d\u7231\u60c5\u7684\u5bc6\u7801 = \u865a\u5047\u7684\u671f\u671b<br \/>\n\u7f8e\u56fd\u6587\u5316\u7684\u8bf1\u60d1\u5bc6\u7801=\u64cd\u7eb5<br \/>\n\u7f8e\u56fd\u6587\u5316\u4e2d\u7684\u6027\u4ee3\u7801=\u66b4\u529b<br \/>\n\u7f8e\u56fd\u6587\u5316\u7684\u5de5\u4f5c\u51c6\u5219 = \u4f60\u662f\u8c01<br \/>\n\u7f8e\u56fd\u6587\u5316\u7684\u91d1\u94b1\u5bc6\u7801 = \u8bc1\u660e<br \/>\n\u7f8e\u56fd\u6587\u5316\u4ee3\u7801\uff1a\u7ea6\u7ff0\u00b7\u97e6\u6069<br \/>\n\u6cd5\u56fd\u7684\u7f8e\u56fd\u6587\u5316\u4ee3\u7801 = \u592a\u7a7a\u65c5\u884c\u8005<br \/>\n\u82f1\u56fd\u7684\u7f8e\u56fd\u6587\u5316\u4ee3\u7801 = \u65e0\u803b\u5730\u4e30\u5bcc<\/p>\n<p>Ultimately, Rapialle concludes by stating that <a href=\"https:\/\/www.sisinternational.com\/zh\/%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e6%97%85%e8%a1%8c-%e6%97%85%e6%b8%b8-%e9%85%92%e5%ba%97-%e5%92%a8%e8%af%a2\/%e5%af%bc%e6%b8%b8%e5%85%ac%e5%8f%b8%e5%b8%82%e5%9c%ba%e8%b0%83%e6%9f%a5\/\" title=\"\u5bfc\u6e38\u516c\u53f8\u5e02\u573a\u8c03\u67e5\"  data-wpil-monitor-id=\"8452\">companies attempting to capture a new market<\/a> need to connect with the Code. This is because people within other cultures see in these codes something they long for and missing from their lives.<\/p>\n<p>Rapaille&#8217;s book is interesting in teaching the differences in meanings attached to products across cultures. Yet the book reduces differences between cultures into very simplistic statements that can be neither supported nor rejected. Furthermore, the codes are presented in by way of anecdotes, problematic when trying to evaluate the authenticity of such large claims. The real value in Rapaille&#8217;s book, it seems, is decoding the right message that will resonate in promoting a <a href=\"https:\/\/www.sisinternational.com\/zh\/%e4%b8%93%e4%b8%9a%e7%9f%a5%e8%af%86\/%e8%a1%8c%e4%b8%9a\/%e4%ba%a7%e5%93%81%e7%a0%94%e7%a9%b6\/\" title=\"\u4ea7\u54c1\u7814\u7a76\"  data-wpil-monitor-id=\"8453\">product and pushing researchers<\/a> to get to deeply rooted attitudes.<\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"full-image-float-left ssNonEditable\"><span><img decoding=\"async\" style=\"width: 200px;\" src=\"\/storage\/2009-journal-images\/market-intelligence-journal\/culture_code.jpg?__SQUARESPACE_CACHEVERSION=1233894383783\" alt=\"\" \/><\/span><\/span>\u4f5c\u4e3a\u6211\u4eec\u8425\u9500\u76f8\u5173\u4e66\u7c4d\u7cfb\u5217\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u56de\u987e\u4e86\u514b\u6d1b\u6cf0\u5c14\u00b7\u62c9\u5e15\u8036 (Clotaire Rappaille) \u7684\u4e66\u300a\u6587\u5316\u5bc6\u7801\u300b\u3002\u5728\u8425\u9500\u7814\u7a76\u4e2d\uff0c\u62c9\u5e15\u8036\u4ee5\u5176\u98ce\u683c\u548c\u72ec\u7279\u7684\u4eba\u7c7b\u884c\u4e3a\u7406\u8bba\u800c\u95fb\u540d\u3002\u4ed6\u56e0\u62d2\u7edd\u4f20\u7edf\u7684\u7126\u70b9\u5c0f\u7ec4\u800c\u95fb\u540d\uff1b\u76f8\u53cd\uff0c\u4ed6\u63d0\u51fa\u4e86\u4e00\u4e2a 3 \u5c0f\u65f6\u7684\u7126\u70b9\u5c0f\u7ec4\uff0c\u5728\u8fd9\u4e2a\u5c0f\u7ec4\u4e2d\uff0c\u4ed6\u4f1a\u5bf9\u6a21\u7cca\u7684\u95ee\u9898\u8fdb\u884c\u975e\u7ed3\u6784\u5316\u7684\u63a2\u7a76\uff0c\u4ee5\u5f15\u51fa\u6839\u6df1\u8482\u56fa\u7684\u60c5\u611f\u548c\u6001\u5ea6\u3002\u5728\u4e66\u4e2d\uff0c\u4ed6\u8c08\u5230\u4e86\u4e00\u79cd\u6587\u5316\u5982\u4f55\u4e3a\u6bcf\u4e00\u4e2a\u6982\u5ff5\u90fd\u8bbe\u5b9a\u4e86\u4e00\u4e2a\u5bc6\u7801\uff0c\u800c\u8425\u9500\u4eba\u5458\u7684\u5de5\u4f5c\u5c31\u662f\u89e3\u7801\u8fd9\u4e9b\u542b\u4e49\u3002<\/p>\n<p>\u62c9\u5e15\u8036\u5217\u51fa\u4e86\u4e0e\u4ed6\u7684\u5e02\u573a\u7814\u7a76\u65b9\u6cd5\u76f8\u77db\u76fe\u7684\u4e94\u9879\u6838\u5fc3\u539f\u5219\u3002<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-11908","post","type-post","status-publish","format-standard","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/11908","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/comments?post=11908"}],"version-history":[{"count":1,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/11908\/revisions"}],"predecessor-version":[{"id":81418,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/posts\/11908\/revisions\/81418"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/media?parent=11908"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/categories?post=11908"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/zh\/wp-json\/wp\/v2\/tags?post=11908"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}