周南与他的品牌营销阴阳论

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中图分类号：C93 文献标志码：A

Zhou Nan and the Yin-Yang Framework for Brand Marketing

ZHANG Chuang E Mandi2 （1.School of Economics and Management， Dalian University of Technology，Dalian 116O24，China; School of Business Administration，Dongbei University of Finance and Economics，Dalian 116o25，China）

Abstract： Professor Zhou Nan’s life and scholarship are shaped by his cross-cultural experience and deep engagement with Chinese tradition. He formulated “the Yin-Yang Concept of Branding”，rooted in the Dao De Jing. Centering on“Dao”as its core and“Yin-Yang”as its foundational logic，the theory establishes a dynamic“Dao-Heaven-Earth-Human”framework. Zhou applied this to brand development，describing how brands progress from“brand”to“established brand”and ultimately to“flagship brand”through the harmonious integration of“form” and“image”，thereby approaching a state of“har mony between heaven and humanity". In personal development， he articulated a progression from“occupation”to“career” and finally to“calling".His academic contribution transcends Western marketing paradigms by advancing a Chinese philosophical approach，fostering East-West dialogue，and strengthening the cultural identity and theoretical confidence of China's management studies.

Key words： Dao De Jing;Dao;Yin-Yang; Dao-Heaven-Earth-Human; brand

1周南的人生历程

周南教授人生的第一个三十年是从一个时代粗蛎的辙痕上走过的，土地的贫瘠与丰饶、人情的冷暖与坚韧为他日后在异国他乡回望故土、在传统典籍中叩问天地人生，埋下了最原始的伏笔。（剩余7433字）