Protective Measures for Space Environment of Time-honored Brands——With Xi'an City as a Study Case

Based on the field survey and analysis of representative traditional time-honored shops in Xi'an City,specific measures for protecting their space environment were put forward,and the sustainable preservation and development pattern of such intangible cultural heritages in the future urban development was established.

Marketing Path of Enterprise Brand Management Under the New Economic Situation

Under the new economic situation, the previous marketing concept of “good wine needs no bush” is now applicable to the operation and development of modern enterprises. Therefore, enterprises must actively innovate marketing concepts and pay adequate attention to brand management. Only in this way can enterprises develop sustainably in a highly competitive market environment. We explore and analyze the significance and existing problems of enterprise brand management marketing under the new economic situation and put forward a marketing path in hope that this research will contribute to the development of enterprises.

Helping Chinese Brands Go Global

The activity organized by Navigator has enhanced Chinese enterprises’understanding of the strategy of brands going international.NAVIGATOR is a research institute built by the International Communication Committee(ICC)of the China Advertising Association devoted to assisting Chinese brands go international.Its first activity was held at Huawei's headquarters in Shenzhen,aimed at helping the internationalization of Chinese brands.

Brand Construction of Agricultural Enterprises:A Case Study of Hubei Hanway Ecological Agriculture Group

Brand construction of agricultural enterprises is a fundamental path for industrialized development of agriculture,an essential measure for increasing agricultural efficiency and farmers' income,and also an effective approach for development of agricultural modernization. Effective carrier of brand construction is agricultural enterprise. However,at present,there are problems of weak awareness of most agricultural enterprises,low science and technology content of products of agricultural enterprises,lack of carrier for brand construction,and imperfect mechanism of survival of the fittest brand. On the basis of successful experience of Hubei Hanway Ecological Agriculture Group,this paper came up with theoretical conception for brand construction of agricultural enterprises in China from raising social recognition of brands,increasing science and technology content of brand products,improving management and control of quality and safety of brand products,and cultivating effective carrier for brand construction.

How to Enhance the Brand Competitiveness of Ginseng Enterprises?

At present,brand competitiveness has become an important symbol of the competitiveness of enterprises. It has important significance for ginseng enterprises to enhance the brand competitiveness as well as the market competitiveness. So first of all,the study makes the actual investigation of ginseng and ginseng market consumers. On the basis of the survey,this paper makes the correct evaluation using analytic hierarchy process(AHP) on the main factors influencing ginseng enterprise brand competitiveness. Based on the analysis results,the paper puts forward recommendations to improve the brand competitiveness of ginseng enterprises.

Analysis of Brand Management Application in Enterprises in Republic of Srpska

The economy of Republic of Srpska is in state of transition with tendency of gaining membership in EU; and also with tendency of expending the market. Therefore, it is necessary to develop the economy and means of competition which bring the value to the enterprise, and are also accepted in world＇s market. Also, the current state of the economy of Republic of Srpska has many problems and one of them are definitely the products which are not enough prepared through marketing, as well as the ignorance of problems and strategy of brand management, which will be presented in the paper. In other words, by focusing on the brand value and favorizing the factors which determine that value, it is possible to increase the income of domestic enterprises.

Analysis of the Brand Visual Needs System from the Perspective of Contemporary Market Demands

Brand visual design is not only an essential bridge for companies to convey their ideas and values but also a key factor in shaping the brand image and enhancing market competitiveness.However,a pervasive concern has arisen in society that many recent graduates in brand design and visual design cannot immediately meet the demands of the design industry.Despite attempts by scholars to reform courses and teaching philosophies,there are still significant shortcomings and gaps.Therefore,based on market orientation and supply-demand concepts,this study collected in-depth recruitment demands for brand design from 74 companies and conducted systematic summarization and analysis.It synthesized a demand model consisting of three major modules and 55 content points required by companies for brand design students.Based on these demands,adjustments and plans were made to the curriculum content,aiming to construct a teaching system that not only meets market demands but also enhances students’comprehensive qualities.The goal is to cultivate more outstanding talents capable of quickly adapting to and excelling in brand design work.

Research on Digital Marketing Intelligence Innovation of Guangzhou’s Time-Honored Brands in the Era of Big Data

Guangzhou’s time-honored brands are the image of Guangzhou City,the historical legacy of the cultural emblems of the millennium commercial capital,the bearer of the memory of“old Guangdong”over generations,and the legends inscribed in the vast era of history.It not only carries the rise and fall of the city,but also documents the awakening,rejuvenation,and development of these“gold-lettered signboards.”In this age of big data,it is not only the expectation of the older generation,but also the responsibility of the new generation to“polish”the gold-lettered signboards of time-honored brands.“Time-honored brands”have accumulated rich and priceless knowledge from their ancestors in the vast era of business history and have profound cultural legacy.The time-honored brands that have been handed down not only allow the new generation to experience and identify with the unbounded knowledge of ancient people,but also provide economic value that can ensure the survival of future generations.However,in the market tide,the development of time-honored brands is not easy;some have even vanished.Therefore,it is imperative to take action to safeguard the development of time-honored brands,helping them to revitalize and shine once again.This paper discusses the difficulties in the development of Guangzhou’s time-honored brands and provides relevant suggestions for digital intelligence marketing of these“brands.”

With Brand Enterprises Releasing Male Cosmetics, Has the Spring of Male Beauty Products Arrived?

Recently, the advanced male beauty care brand HOUSE 99 jointly developed by L’Oreal Group and David Beckham formally entered China and Jingdong beauty Makeup on the same day. At the same time, L’Oreal Group and Tmall jointly released White Paper about China’s Male Beauty Care Market (hereafter called White Paper).

Empirical Research on Relationship between Corporate Brand Value and Apparel Market Sales Revenue of Apparel Enterprise

Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors( MDFs) was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.

Zhang Zhigang On Enterprise Reform and Brand Name Strategy

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论产品品牌建设的信用制度根基

在产品品牌面临的多种风险因素中,人为失信违规因素是首要的风险因素,而控制这类风险恰恰是质量管理制度的弱项。即使企业建立了质量管理制度,并获得了ISO9001质量认证,仍无法避免因产品质量问题造成产品品牌受损。为弥补质量管理制度的不足,企业可在产品品牌建设和运维中发挥信用管理制度和诚信自律制度的作用,从根本上改进质量管理制度的诚信制度环境,并积极应对政府监管的质量信用制度措施和利用相关国家政策增强产品品牌传播力。基于此,给出了四项制度融合应用的逻辑和基本方法。

基于绿色包装的饲料企业品牌价值研究

经济高速发展在提高人民生活水平的同时也带来了生态环境破坏和资源过度消耗的问题。这种以牺牲环境和浪费资源为代价的发展方式显然不可取。为实现可持续发展需要由粗放型增长向绿色环保转型升级。而饲料企业是农业经济的重要组成部分,强化饲料包装的绿色治理,并建立饲料绿色包装标准体系,不仅能有效展示饲料产品的相关信息,而且进一步体现了饲料企业的价值取向,从而提高饲料企业的品牌价值。因此,本文从饲料绿色包装的特点出发,结合绿色包装对饲料企业品牌价值的影响,提出品牌价值的提升策略,以期为饲料企业的可持续发展奠定基础。

中央企业在“一带一路”市场品牌国际化路径双案例研究以中材水泥和中油瑞飞为例

在“国内大循环”“国内国际双循环”背景下,中国企业向“一带一路”沿线市场的拓展成为关注焦点。本文聚焦中国央企,采用双案例研究方法,从全球营销战略视角,基于制度理论和资源基础理论,探究中国央企品牌在“一带一路”市场的品牌国际化路径。研究问题包括:(1)央企品牌在进入“一带一路”东道国市场过程中,具有哪些优势及面临怎样的挑战?(2)央企在“一带一路”沿线国家如何分阶段实现品牌国际化?(3)在品牌国际化的不同阶段,央企发挥何种能力,以获取合法性并建立竞争优势?本研究发现:央企品牌的国际化经历品牌进入期、品牌差异化优势打造期及品牌形象培育期,央企品牌需获取认知合法性以进入东道国市场、获取实用合法性以建立差异化优势,以及获取道德合法性以培育品牌形象;来自中国政府、国内商业网络和企业自身所在集团的资源支持成为央企品牌国际化的独特优势,且资源间的异质性决定了企业国际化战略的具体表现形式。在品牌国际化的不同阶段,央企通过发挥洞察与整合能力、开发与增值能力,以及沟通与联结能力应对品牌合法性挑战,实现国际营销能力的提升。本研究丰富了关于新兴市场跨国企业进入发展中国家市场以实现品牌国际化的理论,对中国企业,尤其是央企,在“一带一路”市场的品牌国际化实践具有启示。

基于企业品牌价值推广的饲料环保包装研究

随着经济的发展和社会的进步,环境保护、资源节约备受消费者的关注,在需求导向下,绿色环保成为企业的发展方向。对饲料企业而言,要想推广品牌价值,并以良好的品牌形象带动饲料企业的可持续发展,需要从环保角度优化包装设计,减少废弃饲料包装对环境造成的污染问题。为此,本文从饲料包装的环保要求出发,分析了品牌价值视角下推广饲料环保包装的意义,针对饲料环保包装的优化设计提出参考意见,以期满足消费者的环保需求,在实现饲料产品促销的同时提高饲料企业的品牌价值。

基于知识创新的创新型企业品牌竞争力培育机制研究

[目的/意义]基于知识创新分析创新型企业品牌竞争力培育机制,可以较完整地解析创新型企业品牌竞争力培育的本质。[方法/过程]通过对星网锐捷1998—2022年的品牌竞争力培育过程进行嵌套式多案例分析,尝试从品牌竞争力产生的源头、过程和实现目标三方面探讨创新型企业品牌竞争力培育机制。[结果/结论]创新型企业品牌竞争力培育机制包括四个子机制,其中,知识创造机制提供源动力,知识产权转化机制用于创新最终实现,创新激励机制提供管理保障,反馈机制提供推动力。这四个机制彼此独立又相互联系,影响着品牌竞争力的成长。

食品企业质量与品牌信用建设

食品企业质量与品牌信用建设不仅是企业生存发展的基石,也是保障消费者健康安全、维护消费者权益、推动行业进步和社会和谐的关键。通过以信用机制贯通“质量+标准+品牌”整体提升,明确企业品牌与创新、信用、商标三者之间的关系,实现品牌与信用、品牌与质量的良性互动,最终形成创造与创新、质量与标准、品牌与信用融合互动的完整形态。从而开启食品企业质量与品牌信用建设的创新之路。

中国农业企业品牌空间分布及影响因素

通过不均衡指数、空间聚类检验、负二项回归分析等方法,探讨中国农业企业品牌空间分布格局及其影响因素。研究发现:1)受自然资源禀赋和经济发展水平的影响,农业企业品牌在华东地区分布最多,山东、河南、江苏等省是农业企业品牌数量最多的省级行政区,从密度看,呈现西北最低、中部次之、东部沿海最高的三级阶梯,并在黄河、长江中下游地区和东北地区形成高-高集聚和热点区域,在西部地区形成高-低集聚、低-低集聚和冷点区域;2)区域品牌数、第一产业产值、农业专利和创新园区数、三农主播数与农业企业品牌数呈显著正相关,第一产业占GDP比重与农业企业品牌数呈显著负相关,因此,在建设农业企业品牌的过程中需要注重区域品牌的建设、创新力的培育和流动以及新型营销的发展。