Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a diff...Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a differentiation strategy,the Adopt A Cow brand has successfully carved out its niche in the market,serving as an exemplary example.However,AY Field,as a self-owned brand by a supplier,faces the challenge of low product awareness among end consumers.This paper primarily concentrates on brand planning for the AY Field milk brand,with a focus on positioning the product for mid-range consumers,including students and office workers.The strategy involves the development of a new logo and packaging design,the selection of sports stars as brand ambassadors,and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness.Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge,facilitating the execution of a differentiated marketing strategy.展开更多
CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the ...CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.展开更多
The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to e...The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to experience to the model. A 7-point Likert scale questionnaire was designed to measure TPB items and totally 400 valid respondents were collected online. The results show that among the above, only “perceived behavioral control” has positive influence on intention of purchasing cosmetics. Neither attitude nor subjective norm has significant influence on purchasing intention. In addition, brand image and involvement have no significant influence on purchasing intention but consumer knowledge and openness to experience were found to have positive influence on purchasing intention.展开更多
基金The 2023 Provincial College Student Innovation and Entrepreneurship Training Program Project“Direct Supply of Raw Milk Traceability Industry Chain-A Milk System Platform for School Enterprise Interconnection”(Project number:S202310424306)。
文摘Mengniu and Yili have virtually monopolized the traditional Chinese dairy market,while new media marketing and digital strategies have opened up substantial business opportunities for emerging brands.Leveraging a differentiation strategy,the Adopt A Cow brand has successfully carved out its niche in the market,serving as an exemplary example.However,AY Field,as a self-owned brand by a supplier,faces the challenge of low product awareness among end consumers.This paper primarily concentrates on brand planning for the AY Field milk brand,with a focus on positioning the product for mid-range consumers,including students and office workers.The strategy involves the development of a new logo and packaging design,the selection of sports stars as brand ambassadors,and the implementation of innovative online sales promotions to bolster brand awareness and competitiveness.Research indicates that incorporating raw milk traceability and digital technology to establish a product brand with transparent ranches can significantly enhance AY Field’s competitive edge,facilitating the execution of a differentiated marketing strategy.
文摘CJ Health Technology Co.has been an export-oriented supplier of fitness equipment,boasting leading technology innovation and manufacturing capabilities.However,in the process of expanding into the domestic market,the challenges of unclear market positioning and lack of brand awareness have emerged as major obstacles.To address these issues,a SWOT analysis was conducted to explore a suitable market positioning strategy for the CJ brand.The analysis reveals that the market demand for commercial fitness equipment is relatively saturated,with fierce competition.In contrast,the home fitness market represents a new blue ocean with promising development opportunities for the CJ brand.Leveraging excellent product quality,stringent quality control measures,and innovation-driven cutting-edge technology,it is recommended that CJ brand fitness equipment target young customers aged between 25 and 35 years old.Additionally,vigorously developing the home fitness product line is proposed to capitalize on this burgeoning market segment.
文摘The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to experience to the model. A 7-point Likert scale questionnaire was designed to measure TPB items and totally 400 valid respondents were collected online. The results show that among the above, only “perceived behavioral control” has positive influence on intention of purchasing cosmetics. Neither attitude nor subjective norm has significant influence on purchasing intention. In addition, brand image and involvement have no significant influence on purchasing intention but consumer knowledge and openness to experience were found to have positive influence on purchasing intention.
