Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the m...Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet.The results find that 12 brand archetypes,including caregiver,sage,hero,innocent,dominator,creator,vitality,explorer,stylish woman,lover,cooperator,and vogue gentleman,have a high degree explanation.Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.展开更多
Industrial cluster is an aggregation of the related enterprises and institutions in certain field and in certain place. There are mainly three patterns for industrial clusters： market-oriented cluster, foreign fund o...Industrial cluster is an aggregation of the related enterprises and institutions in certain field and in certain place. There are mainly three patterns for industrial clusters： market-oriented cluster, foreign fund oriented cluster and endogenous brand oriented cluster. Many economists have established their own theories about the patterns industrial cluster, but there are few dealing with one big enterprises and its cluster pattern. This paper, taking Haier household electrical appliance as an example, is trying to study one model of Chinese industrial cluster and analyze its characteristics with their effects on economy, as.well as the advantages together with the related suggestions from the authors.展开更多
Strong competition in retail distribution and the development of new purchasing options for the consumer generate a growing need to strengthen the retailers＇ brand image using all the communication elements, with pro...Strong competition in retail distribution and the development of new purchasing options for the consumer generate a growing need to strengthen the retailers＇ brand image using all the communication elements, with promotional flyers being one of the most important ways to do this. Promotional flyers make-up 5.1% of the money spent on communication and rank third place in terms of importance for retailers. The aim of this investigation work is to focus on analysing the utility of a promotional tool, such as a flyer, to fulfil a strategic objective, like creating a retail brand image, within a modern dynamic sector that is growing fast, such as Category Killers. Two sources of information have been used to carry out the research. On the One hand, a survey conducted on those responsible for the definition and execution of the promotional plan, and on the other hand, the accumulation and analysis of all the flyers issued into the market thought-out a year by those retailers which belong to this format, in order to conduct a study of seven defined image indicators. This information has been largely analyzed using multidimensional scaling method and chi-square test. As a result, we have managed to gather the differential elements in flyers execution between those retailers that prize the communications of image attributes and those retailers which concentrate on communicating price. The first group makes greater use of promotional theme related flyers, and shows greater differentiation in both product assortment and the depth of the range being communicated.展开更多
基金supported by Project 71202155 of National Science Funds for Distinguished Young Scientists of China
文摘Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet.The results find that 12 brand archetypes,including caregiver,sage,hero,innocent,dominator,creator,vitality,explorer,stylish woman,lover,cooperator,and vogue gentleman,have a high degree explanation.Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.
文摘Industrial cluster is an aggregation of the related enterprises and institutions in certain field and in certain place. There are mainly three patterns for industrial clusters： market-oriented cluster, foreign fund oriented cluster and endogenous brand oriented cluster. Many economists have established their own theories about the patterns industrial cluster, but there are few dealing with one big enterprises and its cluster pattern. This paper, taking Haier household electrical appliance as an example, is trying to study one model of Chinese industrial cluster and analyze its characteristics with their effects on economy, as.well as the advantages together with the related suggestions from the authors.
文摘Strong competition in retail distribution and the development of new purchasing options for the consumer generate a growing need to strengthen the retailers＇ brand image using all the communication elements, with promotional flyers being one of the most important ways to do this. Promotional flyers make-up 5.1% of the money spent on communication and rank third place in terms of importance for retailers. The aim of this investigation work is to focus on analysing the utility of a promotional tool, such as a flyer, to fulfil a strategic objective, like creating a retail brand image, within a modern dynamic sector that is growing fast, such as Category Killers. Two sources of information have been used to carry out the research. On the One hand, a survey conducted on those responsible for the definition and execution of the promotional plan, and on the other hand, the accumulation and analysis of all the flyers issued into the market thought-out a year by those retailers which belong to this format, in order to conduct a study of seven defined image indicators. This information has been largely analyzed using multidimensional scaling method and chi-square test. As a result, we have managed to gather the differential elements in flyers execution between those retailers that prize the communications of image attributes and those retailers which concentrate on communicating price. The first group makes greater use of promotional theme related flyers, and shows greater differentiation in both product assortment and the depth of the range being communicated.
