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
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.
