The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportuni...The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.展开更多
The assets valuation industry in China is the product, which comes from the reform and open policy and the development of the socialist market economy. Under more than 20 years of development which begins to bud in th...The assets valuation industry in China is the product, which comes from the reform and open policy and the development of the socialist market economy. Under more than 20 years of development which begins to bud in the beginning of the nineteen nineties, the assets valuation industry has become the indispensable Intermediary trade of the socialist market economy system in China. With the scale of assets valuation agency enlarging and its rapidly growing business in recent years, however, some problems have been exposed gradually, which harm the social image of the industry of asset valuation seriously. So the social public and the relevant administrative departments pay close attention on the quality of the asset valuation. To know about what are the essential causes that affect the assets valuation industry managers＇ decision, this paper, through using some means which include literature research, interview and questionnaire investigation and utilizing the method of the factor analysis, relegates 24 questions which come from some answers of the respondents to three factors which are the practicing quality factor, the sting factor of an organization and the internal management factor of valuation organization. Furthermore, it will analyze the features of these factors which are divided into two factors that are internal motivation and external motivation, looking for the key cause of the assets valuation industry quality problem of China which purposes in order to promote the healthy development of valuation profession and much better standard the internal quality of valuation industry of China.展开更多
OBJECTIVE:To explore a possible strategy of market expansion for Traditional Chinese Medicine(TCM) medical services.METHODS:Based on literature study and the data collected through a survey with a specifically-designe...OBJECTIVE:To explore a possible strategy of market expansion for Traditional Chinese Medicine(TCM) medical services.METHODS:Based on literature study and the data collected through a survey with a specifically-designed questionnaire,a strategy was suggested for TCM medical services entities.RESULTS:The outcome of the survey showed that 87.50% of respondents held that TCM belonged to complementary and alternative medicine or traditional medicine.CONCULSION:TCM medical services entities should be considered as market stopgap in healthcare market and a strategy of market expansion for TCM medical services should be built for them accordingly.展开更多
文摘The objective of this study is to investigate the outcomes of co-branding strategy in the assessment of the brand managers of analysed companies on European market and verification if a co-branding gives the opportunities for internal and external development. The analysis of correlation between the outcomes of co-branding and two major categories of co-branding strategy （ingredient branding and symbolic co-branding） are also important. In the paper the results of empirical studies are presented. Recent primary research （2009-2011） was conducted in 50 companies which are present in minimum three countries of Europe and have realized co-branding strategy for three years. Questionnaire surveys were carried out throughout all 120 identified companies. As a result, data from 50 companies were obtained, which amounted to 41.7% of all companies polled. The analysis of findings indicates the different outcomes in case of two major categories of co-branding strategy. The results show the general evaluation of the co-branded projects as well as the possibilities of the internal and external development. The results also emphasize the significance of symbolic character of the co-branding strategy. The recommendations in this study are set forth, of course, with the caveat as to the limitations of the sample. Nonetheless, it is believed that the results of this study will alert companies to the potential outcomes of co-branding taking into account the category of cooperation. This research has resulted in practical contribution. From the substantive stand point, this research has shed light on the outcomes of co-branding. This information can be useful for managers to understand which effects can be expected. From a theoretical and practical standpoint, this research contributes to brand alliances research and has provided a better understanding of outcomes of co-branding and the correlations between the possibilities of internal and external development and chosen category of co-branding strategy. This text may contribute to further research in this area and as a kind of motivator for further discussion on this topic.
文摘The assets valuation industry in China is the product, which comes from the reform and open policy and the development of the socialist market economy. Under more than 20 years of development which begins to bud in the beginning of the nineteen nineties, the assets valuation industry has become the indispensable Intermediary trade of the socialist market economy system in China. With the scale of assets valuation agency enlarging and its rapidly growing business in recent years, however, some problems have been exposed gradually, which harm the social image of the industry of asset valuation seriously. So the social public and the relevant administrative departments pay close attention on the quality of the asset valuation. To know about what are the essential causes that affect the assets valuation industry managers＇ decision, this paper, through using some means which include literature research, interview and questionnaire investigation and utilizing the method of the factor analysis, relegates 24 questions which come from some answers of the respondents to three factors which are the practicing quality factor, the sting factor of an organization and the internal management factor of valuation organization. Furthermore, it will analyze the features of these factors which are divided into two factors that are internal motivation and external motivation, looking for the key cause of the assets valuation industry quality problem of China which purposes in order to promote the healthy development of valuation profession and much better standard the internal quality of valuation industry of China.
基金Supported by Independent Subject Project Funding of Beijing University of Chinese Medicine,Innovation Team Project Funding of Beijing University of Chinese Medicine
文摘OBJECTIVE:To explore a possible strategy of market expansion for Traditional Chinese Medicine(TCM) medical services.METHODS:Based on literature study and the data collected through a survey with a specifically-designed questionnaire,a strategy was suggested for TCM medical services entities.RESULTS:The outcome of the survey showed that 87.50% of respondents held that TCM belonged to complementary and alternative medicine or traditional medicine.CONCULSION:TCM medical services entities should be considered as market stopgap in healthcare market and a strategy of market expansion for TCM medical services should be built for them accordingly.
