一棵没有清晰产权的苹果树,大家都难以吃到熟苹果——责任人的缺位使得苹果尚青时就会被哄抢一空;一棵产权支离破碎,没有主导权的苹果树,大家同样难以吃到熟苹果——缘于对投入产出比的斤斤计较和由此而生的作业低效。食品行业的公用品牌(公地)就是一棵苹果树,面对一次又一次被媒体引爆的行业定时炸弹,需要营销人宏大的产业视野、深邃的理论造诣、全新的格局观与产权观。否则,不但收不着熟苹果,青苹果也难以得到,很可能落得一个“树倒猢狲散”的结局。——编者 An apple tree without clear property rights is difficult for everyone to eat ripe apples - the vacancy of the responsible people makes the apples loot when they are still young. An apple tree with fragmented ownership and no dominant power is equally difficult to eat To cooked apples - due to the preoccupation with the input-output ratio and the resulting inefficient work. Public sector food industry (public land) is an apple tree, in the face of the industry time and again bombs detonated by the media, the marketing industry needs ambitious industry vision, profound theoretical attainments, a new concept of the concept of architecture and property rights. Otherwise, not only can not get cooked apples, green apples are difficult to get, it is likely to end up with a “end of the tree”. --editor