山西“两信现象”实质说的是利用创意策划创造客户资源的问题。现在市场已进入了物质过剩和产品同质化的竞争时代。新时代迫使竞争从产品经济向品牌经济、物有所值向商品文化附加值、商品资源向客户资源转变,这一转变要求企业家运用创意策划为商品和品牌塑造客户资源价值。 Shanxi “Two letters phenomenon ” said in essence is the use of creative planning to create customer resources. Now the market has entered a competitive era of material surplus and product homogeneity. The new era forced competition from the product economy to the brand economy, value for money to the added value of commodity culture, commodity resources to change customer resources, this change requires entrepreneurs to use creative planning for the product and brand shaping customer resource value.