| 中国文化背景下品牌个性类型研究 |
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| 引用本文： | 席佳蓓,王新新.中国文化背景下品牌个性类型研究[J].湖北经济学院学报,2009,7(1). |
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| 作者姓名： | 席佳蓓 王新新 |
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| 作者单位： | 1. 南京晓庄学院,经济法政学院,江苏,南京,211171
2. 上海财经大学,国际工商管理学院,上海,200433 |
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| 摘 要： | 在中国文化背景下,中国人的个性特征跟其文化倾向、价值观念相联系,这种个性特征会影响到其品牌个性偏好.对当代中国人个性特征归纳和分类,对应设计、划分了本土品牌个性的四种类型:积极进取型、随遇而安型、消极智慧型和新潮开放型,进一步细分其各自的子类别.这有利于企业在建立品牌个性时,根据目标消费者的文化倾向,保持品牌个性和目标消费者个性特征一致,获得消费者忠诚.
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| 关 键 词： | 中国文化背景 品牌个性 类型 文化倾向 |
Brand Personalities in the Context of Chinese Culture |
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| XI Jia-bei,WANG Xin-xin.Brand Personalities in the Context of Chinese Culture[J].Journal of Hubei University of Economics,2009,7(1). |
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| Authors: | XI Jia-bei WANG Xin-xin |
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| Institution: | 1.School of Economics Jurisprudence & Politics;Nanjing Xiaozhuang College;Nanjing Jiangsu 211171;China;2.School of Inter national Business Administration;Shanghai University of Finance &Economics;Shanghai 200433;China |
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| Abstract: | In the context of Chinese culture,Chinese individual personalities are associated with their cultural orientation and their values and beliefs,which may influence their personal choices of product brands.This paper is aimed to synthesize and classify the Chinese individual personalities from the sociological perspective.Four types of the native brand personalities are accordingly identified: proactive,easy-going,passive intelligent and trendy,out-going,and classified respectively. |
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| Keywords: | the context of Chinese culture cultural orientation types brand personality |
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