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利用整合营销传播观点建立感性品牌形象——以“江小白”为例 被引量:6
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作者 陈心怡 杨佳蓉 《海峡科学》 2019年第7期55-57,共3页
该研究利用个案分析法,以“江小白”为例,深度剖析其营销组合策略的成功应用,对其存在的问题提出相应的建议,试图给像“江小白”一样主打转型的品牌一些营销策略上的参考与启示。
关键词 感性品牌形象 整合营销传播 “江小白”品牌
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融媒体时代下“江小白”品牌营销策略分析 被引量:2
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作者 吴力圻 《企业科技与发展》 2021年第3期221-223,共3页
与传统媒体背景不同,融媒体背景下,企业品牌营销策略发生了新变革。激烈的市场竞争和用户需求不断变化,使得传播模式从“以产品为中心”转向“以用户为中心”。作为白酒行业的后起之秀,“江小白”仅用了短短几年时间便成为行业领先者,... 与传统媒体背景不同,融媒体背景下,企业品牌营销策略发生了新变革。激烈的市场竞争和用户需求不断变化,使得传播模式从“以产品为中心”转向“以用户为中心”。作为白酒行业的后起之秀,“江小白”仅用了短短几年时间便成为行业领先者,与传统酒业相比,其独特的营销模式无疑是成功的。在此背景下,文章将产品与互联网、场景、媒介与服务连接,将营销与用户需求结合,分析研究“江小白”的品牌营销战略。 展开更多
关键词 情绪营销 场景 融媒体 “江小白”
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Coupling the Occurrence of Correlative Plant Species to Predict the Habitat Suitability for Lesser White-fronted Goose (Anser erythropus) under Climate Change: A Case Study in the Middle and Lower Reaches of the Yangtze River 被引量:3
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作者 XIANG Ling GAO Xiang +1 位作者 PENG Yuhui LIANG Jie 《Journal of Resources and Ecology》 CSCD 2020年第2期140-149,共10页
Climate change and human activities influence species biodiversity by altering their habitats. This paper quantitatively analyzed the effects of climate change on a migratory bird. The Lesser White-fronted Goose(LWfG)... Climate change and human activities influence species biodiversity by altering their habitats. This paper quantitatively analyzed the effects of climate change on a migratory bird. The Lesser White-fronted Goose(LWfG), a species which migrates via the middle and lower reaches of the Yangtze River region, is an herbivorous species of high ecological value. It is an endangered species threatened by climate change and human activities, so comprehensive information about its distribution is required. To assess the effectiveness of conservation of the LWfG under climate change, both climate variables and human activities are often used to predict the potential changes in the distribution and habitat suitability for LWfG. In this work, the current scenario and the Global Circulation Models(GCMs) climate scenarios were used to simulate the future distribution of the species. However, besides climate change and human activities, the spatial pattern of plants surrounding the wetland is also known to be closely related to the distribution of LWfG. Therefore, the distribution model results of six plant species related to LWfG’s diet selection were used as environment variables to reflect the changes of suitable LWfG habitat. These environmental variables significantly improved the model’s performance for LWfG, since the birds were clearly influenced by the plant distribution factors. Meanwhile, the suitable habitat area decreases by 2070 in GCM models under two representative concentration pathways scenarios(RCP2.6 and RCP8.5). More appropriate management and conservation policies should be taken to adapt to future climate change. These adjustments include modifications of the size, shape and use of the conservation area for this species. 展开更多
关键词 habitat suitability modeling climate change MAXENT Lesser White-fronted Goose MODIS the Yangtze River
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