品牌关系及其驱动因素剖析

随着产品同质化程度的加强,顾客消费更倾向于个性品牌获取价值,企业则是借助品牌与顾客保持长期、稳定的关系来赢利。品牌关系便成为这一时期的重要研究课题;因此,揭示品牌关系的内涵,并从中分析品牌关系的驱动因素,是这一研究领域的首要任务。     

广西连锁超市的品牌经营研究

广西在零售连锁业发展过程中，既要面对外商陆续抢滩登陆的严峻挑战，又承受着东部发达地区商业进入寻找市场的巨大压力。在此环境下，广西本土连锁超市的发展备受关注，而走品牌经营道路是广西连锁超市的必然选择。文章分析了广西连锁超市的发展现状及存在问题，并对其品牌经营模式进行了初步探讨。     

中国国际投资贸易洽谈会品牌化发展战略思考

重点分析了品牌展会的特征以及它的定位和发展要求。分析了投洽会品牌化发展的现状和存在的问题,并最终针对这些问题提出了一些目标战略。     

企业品牌延伸策略及其选择

自20世纪70年代末以来，品牌延伸作为重要的一种品牌营销策略，越来越受到企业的重视。随着市场竞争的加剧，更多的国内企业将步入品牌延伸的行列。文章就品牌延伸动机及影响品牌延伸成功的因素进行了分析，并进一步提出企业实施品牌延伸策略的对策。     

企业竞争中战争策略借鉴

企业要想在市场中生存发展必须取得较好的市场地位,只有处于市场领先地位的企业,其利润率才能维持发展的需要。在有限的资源争夺中,企业的各种冲突在所难免,就如同战争的冲突一样,因此古老的进攻与防守战略在商业竞争中同样适用。     

论品牌运营的意义

“品牌至尊“已成为现实.品牌运营的意义可以从不同角度进行探讨,因此有品牌运营的法律学意义;品牌运营的经济学意义;品牌运营的物理学意义;品牌运营的文化学意义;品牌运营的营销学意义.     

湖南农产品品牌营销问题初探

在新农村建设中,湖南作为一个农业大省,对农产品的市场营销问题,特别是农产品品牌问题的研究,有着十分重要的意义。本文通过对湖南农产品市场的调查分析,运用现代品牌理论和营销理论,分析了湖南农产品品牌营销的现状和存在的若干问题,并提出了一些解决湖南农产品品牌营销问题的对策。这为促进湖南农产品市场发展、提高湖南农产品竞争力提供了一些新的理论。     

The Role of Consumer Characteristics and Attitudes in Purchase Behavior of Domestic versus Foreign Made Products

Abstract

The aim of this study was to investigate the role of factors underlying consumer choice of domestic vs. foreign products on a sample of consumers in a less traditional post-socialist economy of Slovenia. Empirical results confirmed the postulated relationships among the protectionism dimension of ethnocentric attitudes, familiarity with global brands and consumer domestic purchase decisions for the product categories examined in this study. However, findings did not lend support for theoretical propositions related to demographic variables. Implications for domestic and global brand managers are outlined in the conclusions.     

An Investigation of Attitude Toward the Brand,Commitment, and True Brand Loyalty in a Cross-Cultural Context

Abstract

This study utilized data from two geographically separated cultures to investigate relationships involving antecedents to true brand loyalty. A relationship between the consumer's attitude toward the brand and a measure of expressed commitment was found to explain a significant percentage of the variance in commitment. A relationship between commitment and true brand loyalty also was found significant. Both relationships vary somewhat by product and culture. No evidence was found, however, suggesting that they could not be considered generalizable. The underlying components of brand attitude were found to vary by product and country. The culturally related differences-espe-cially those pertaining to the composition and meaning of the underlying components-have interesting managerial implications.     

国有企业领导人员要做党纪法规的模范践行者

文章基于当前反腐倡廉形势的特点,论述了国有企业领导人员在日常实际工作中,要切实加强学习,勇于探索,做党纪法规的模范践行者,全面推进党风廉政建设的深入进行并取得成效。