Many a CEO, had not only in our memories as around production base, staff meeting table and wise, peak BBS, charity banquet, TV party awards ceremony, golf, even the top of the mount Everest, the everywhere all the figure of flickering with them. In the spotlight do show before, published a book from some saying, to display their extraordinary personal charm and communicating elite image, ceos that higher frequency than star in the press and the public exposure frequently, ceos words and deeds and even dress as star general public comments.
The composed air ZhangRuiMin, forward-looking liu, strip of appearance of the property of habitat acting double Mr Pan, language not astonishing die endlessly of RenZhiJiang, life in high wang shi, hidden Chinese paranoid of... Chinese business has just like a big beautiful field, you FangXiu stage "; China's CEO class of star, has eight is the situation.
The CEO star writer in vogue
Ceos more and more frequently, to show off, star trend more and more strong, cardinal principle is based on three kinds of reasons.
1. "advertising first" of misleading marketing thinking
For a long time, many Chinese enterprise always jump out the "on advertising, how much do enterprise" marketing thinking, always depending on the advertising for the development of enterprises in the fundamental. Blue vision marketing consultants partners have pointed out from zhaohui: "in this marketing thinking guidance, any advertising means, any equivalent to the advertised publicity carrier, will be enterprise as far as possible amplification. Naturally, CEO I become a propaganda carrier, CEO of show be disguised advertising means, will get these enterprise becoming more popular."
2. The CEO star cost is small, the short-term effects fast
From short-term effect to see, Mr Ma in "west lake among the" while putting, dissemination efficiency than alibaba public relations department may the ordinary press release more powerful. That is, in the short term CEO point of view and the freedom star is easier to consumers identity, through the CEO of show, manufacturing, and frequent focus to promote enterprise image and product, compared with the arduous infusion product function and value, can let consumers know more quickly, and the cost is much smaller. Urgent work nearly the, this is CEO of the root causes of the popular stars.
3. CEO personal vanity in the way
Just as the United States a columnist said: "a lot of star as the peacock tail CEO general, born in under the gaze of all like to show off his beautiful feather." Compared with the plant, and let people cold headache of data, be flowers surrounded by applause, beauty and glory flash chase, of course, more likely to let a person get drunk, easier to meet the CEO of the worth of the individual release.
CEO star turn in trouble
CEO star by setting up the CEO's personal brand, so that individuals become a symbol of an enterprise, enterprise brand of iconic symbols, with personal charm for enterprise daub the personification of colour. The star of the CEO can attract the attention of all, causes the enterprise to be in the opinion of the hotspot, get more resources and the development opportunity. These for the development of the enterprise is undoubtedly beneficial, but as the columnist said: "in the peacock train behind the beautiful feather is an ugly ass, some star the leadership of the enterprise, CEO of the same aura behind." We have to see, CEO star trend of the many problems of the latent, for the development of the enterprise buried the million dark ray.
On one hand, once the star CEO suddenly disappeared, to the enterprise, the impact of the company more peaceful than those who lose CEO much more impact, might even be destruction. The artist Chen had time to account for the future and hurried from the left is almost on his personal image might-may exposure fly group, so have the door immediately debt collection, new supremo also slowly was unable to push out, the company's operations in great trouble.
On the other hand, the star in the moral integrity and CEO once your personal life problems, the enterprise may influence by joint, will also be a credibility crisis, or even by the public abandoned. For example, Japan's biggest consumer credit group chairman wu play well the male, a reporter for eavesdropping on the phone is the police arrested the market on the company's confidence is falling rapidly, the stock price down by 23%.
2. Enterprise decision of blundering
The star will let CEO pay much attention to the media spotlight, focus on the individual and enterprise external image packaging, ignored in the core competitive force of the enterprise of the focus on; At the same time also is easy to let the CEO of lost in self aura, is proud, impervious to the different sound. The two under the enterprise decision issued interweave, natural not escape the blundering of bad luck.
1996 let • • Lionel messi become France's Mali general water company CEO, start on the acquisitions and mergers, let the name of d look after's universal group to become the world's second largest media group. At that stage of the high costs of m&a, but ten thousand people after big star messi has always think have eye, there is energy, not hesitate heavy gold acquisition, d hope dean back soon to 13.6 billion euros ($) of the huge amounts of debt.
3. Power corruption tend to produce
When the CEO is shaping up as the star level of public figures, strong management, hegemony will become reality, caused by the power corruption may also be quietly, gradually eroded enterprise healthy flesh.
The same knife cuts bread and fingers, CEO power can be used to create wealth for the enterprise, also can be used for personal for private gain. Tyco international before the company CEO star Dennis Ross, this base, which has appropriated $135 million to buy antique paintings, spent $19 million in Florida beach purchase a person of extraordinary powers curtilage, its corrupt practices make the company suffered big losses. In the international well-known enterprise even so, for the supervision mechanism was weak Chinese companies, this problem is difficult to deal with.
(2) long-term problems
1. The internal management problems spread
When a person in media interviews, awards, luxurious feast to spend too much, to far from their new topic of enterprise continuously to talk, to the alienation of the affairs of the enterprise also it can be imagined. Star of research and development, product, CEO of alienated service, organization, must cause the enterprise internal management problems keep outstanding. Dennis Ross, the period of this in, is at the mercy of the tyco company most daily operation activities of the management of the mixed and disorderly state is in nobody.
2. Enterprise increased difficulties of relief
The company for star CEO and "hood" a circle aura, but aura "cover" easy "faded" to difficult, especially in the enterprise relief on the problem. First, the star of YuGuangHuan CEO intoxicated, but most have distinctive and strong individual character, difficult to be active to enterprise management to let go to others; Second, a variety of star of the past shows, making personal image almost become CEO enterprise image of the pronoun, even if they are willing to active abdication, the new CEO how to continue to enterprise's identity outside also become a problem.
The composed air ZhangRuiMin, forward-looking liu, strip of appearance of the property of habitat acting double Mr Pan, language not astonishing die endlessly of RenZhiJiang, life in high wang shi, hidden Chinese paranoid of... Chinese business has just like a big beautiful field, you FangXiu stage "; China's CEO class of star, has eight is the situation.
The CEO star writer in vogue
Ceos more and more frequently, to show off, star trend more and more strong, cardinal principle is based on three kinds of reasons.
1. "advertising first" of misleading marketing thinking
For a long time, many Chinese enterprise always jump out the "on advertising, how much do enterprise" marketing thinking, always depending on the advertising for the development of enterprises in the fundamental. Blue vision marketing consultants partners have pointed out from zhaohui: "in this marketing thinking guidance, any advertising means, any equivalent to the advertised publicity carrier, will be enterprise as far as possible amplification. Naturally, CEO I become a propaganda carrier, CEO of show be disguised advertising means, will get these enterprise becoming more popular."
2. The CEO star cost is small, the short-term effects fast
From short-term effect to see, Mr Ma in "west lake among the" while putting, dissemination efficiency than alibaba public relations department may the ordinary press release more powerful. That is, in the short term CEO point of view and the freedom star is easier to consumers identity, through the CEO of show, manufacturing, and frequent focus to promote enterprise image and product, compared with the arduous infusion product function and value, can let consumers know more quickly, and the cost is much smaller. Urgent work nearly the, this is CEO of the root causes of the popular stars.
3. CEO personal vanity in the way
Just as the United States a columnist said: "a lot of star as the peacock tail CEO general, born in under the gaze of all like to show off his beautiful feather." Compared with the plant, and let people cold headache of data, be flowers surrounded by applause, beauty and glory flash chase, of course, more likely to let a person get drunk, easier to meet the CEO of the worth of the individual release.
CEO star turn in trouble
CEO star by setting up the CEO's personal brand, so that individuals become a symbol of an enterprise, enterprise brand of iconic symbols, with personal charm for enterprise daub the personification of colour. The star of the CEO can attract the attention of all, causes the enterprise to be in the opinion of the hotspot, get more resources and the development opportunity. These for the development of the enterprise is undoubtedly beneficial, but as the columnist said: "in the peacock train behind the beautiful feather is an ugly ass, some star the leadership of the enterprise, CEO of the same aura behind." We have to see, CEO star trend of the many problems of the latent, for the development of the enterprise buried the million dark ray.
On one hand, once the star CEO suddenly disappeared, to the enterprise, the impact of the company more peaceful than those who lose CEO much more impact, might even be destruction. The artist Chen had time to account for the future and hurried from the left is almost on his personal image might-may exposure fly group, so have the door immediately debt collection, new supremo also slowly was unable to push out, the company's operations in great trouble.
On the other hand, the star in the moral integrity and CEO once your personal life problems, the enterprise may influence by joint, will also be a credibility crisis, or even by the public abandoned. For example, Japan's biggest consumer credit group chairman wu play well the male, a reporter for eavesdropping on the phone is the police arrested the market on the company's confidence is falling rapidly, the stock price down by 23%.
2. Enterprise decision of blundering
The star will let CEO pay much attention to the media spotlight, focus on the individual and enterprise external image packaging, ignored in the core competitive force of the enterprise of the focus on; At the same time also is easy to let the CEO of lost in self aura, is proud, impervious to the different sound. The two under the enterprise decision issued interweave, natural not escape the blundering of bad luck.
1996 let • • Lionel messi become France's Mali general water company CEO, start on the acquisitions and mergers, let the name of d look after's universal group to become the world's second largest media group. At that stage of the high costs of m&a, but ten thousand people after big star messi has always think have eye, there is energy, not hesitate heavy gold acquisition, d hope dean back soon to 13.6 billion euros ($) of the huge amounts of debt.
3. Power corruption tend to produce
When the CEO is shaping up as the star level of public figures, strong management, hegemony will become reality, caused by the power corruption may also be quietly, gradually eroded enterprise healthy flesh.
The same knife cuts bread and fingers, CEO power can be used to create wealth for the enterprise, also can be used for personal for private gain. Tyco international before the company CEO star Dennis Ross, this base, which has appropriated $135 million to buy antique paintings, spent $19 million in Florida beach purchase a person of extraordinary powers curtilage, its corrupt practices make the company suffered big losses. In the international well-known enterprise even so, for the supervision mechanism was weak Chinese companies, this problem is difficult to deal with.
(2) long-term problems
1. The internal management problems spread
When a person in media interviews, awards, luxurious feast to spend too much, to far from their new topic of enterprise continuously to talk, to the alienation of the affairs of the enterprise also it can be imagined. Star of research and development, product, CEO of alienated service, organization, must cause the enterprise internal management problems keep outstanding. Dennis Ross, the period of this in, is at the mercy of the tyco company most daily operation activities of the management of the mixed and disorderly state is in nobody.
2. Enterprise increased difficulties of relief
The company for star CEO and "hood" a circle aura, but aura "cover" easy "faded" to difficult, especially in the enterprise relief on the problem. First, the star of YuGuangHuan CEO intoxicated, but most have distinctive and strong individual character, difficult to be active to enterprise management to let go to others; Second, a variety of star of the past shows, making personal image almost become CEO enterprise image of the pronoun, even if they are willing to active abdication, the new CEO how to continue to enterprise's identity outside also become a problem.
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