This paper examines the influence of familial reference groups on individuals＇ product and brand decisions for products across two kinds of culture. The study is addressed through an examination of intergenerational ...This paper examines the influence of familial reference groups on individuals＇ product and brand decisions for products across two kinds of culture. The study is addressed through an examination of intergenerational influences across the two different cultures. The results of the study lend support to the original approach and also provide an insight look into how reference group influence may vary depending on different culture context. The paper also provides very useful advice for marketers when they apply western marketing concepts in China market.展开更多
The change and development of the environment of electronic commerce has a great influence on enterprises and consumers. The characteristics of the consumer behavior is changing,the marketing mode of enterprise, espec...The change and development of the environment of electronic commerce has a great influence on enterprises and consumers. The characteristics of the consumer behavior is changing,the marketing mode of enterprise, especially network marketing, is gradually affected. This paper analyzes the challenges faced by the production and operation activities of traditional enterprise,the changes of consumer behavior, and some problems and countermeasures in network marketing.展开更多
IN 1993 Beijing Music Radio formally began to air classical music programs, giving people suffering from music fever the chance to express their feelings. More than a decade ago, only musicians could enjoy music on ol...IN 1993 Beijing Music Radio formally began to air classical music programs, giving people suffering from music fever the chance to express their feelings. More than a decade ago, only musicians could enjoy music on oldfashioned gramophones. But in the 1980s advanced audio equipment, cassette tapes and compact discs gradually became available, which展开更多
文摘This paper examines the influence of familial reference groups on individuals＇ product and brand decisions for products across two kinds of culture. The study is addressed through an examination of intergenerational influences across the two different cultures. The results of the study lend support to the original approach and also provide an insight look into how reference group influence may vary depending on different culture context. The paper also provides very useful advice for marketers when they apply western marketing concepts in China market.
文摘The change and development of the environment of electronic commerce has a great influence on enterprises and consumers. The characteristics of the consumer behavior is changing,the marketing mode of enterprise, especially network marketing, is gradually affected. This paper analyzes the challenges faced by the production and operation activities of traditional enterprise,the changes of consumer behavior, and some problems and countermeasures in network marketing.
文摘IN 1993 Beijing Music Radio formally began to air classical music programs, giving people suffering from music fever the chance to express their feelings. More than a decade ago, only musicians could enjoy music on oldfashioned gramophones. But in the 1980s advanced audio equipment, cassette tapes and compact discs gradually became available, which
