维科:品牌价值快速提升的典范

在中国上海、浙江江苏、江西等地,维科拥有开发总面积超过200万平方米的工业园,引进了国际最先进的纺织、印染整理等设备,形成了完整的家纺、服装生产链.2004年,维科以特种超细旦纤维为原料,通过特殊的生产工艺,开发了重量轻、亲和度好,吸湿性、透气性强的高科技珊瑚绒毛毯,成为国际市场新一代家纺产品,经推出立即获得了美国、日本等国家消费者青睐,产品供不应求.……     

南山:创新模式提升品牌价值

过去的一年,对于南山集团来说非比寻常,精纺350支顶级珍品面料面世、跻身中国纺织服装500强企业竞争力三甲等一系列具有中国纺织业里程碑意义的荣誉向世人生动地诉说了南山神话的奥秘。在2010年中国国际面料及辅料(春夏)博览会来临之际,这艘在中国纺织服装业占有举足轻重地位的巨型航母将再次扬帆启航,朝着世界纺织服装传奇的目的地全速驶去。     

维科凝聚世界纤维产业的精华--访维科控股集团股份有限公司总裁何承命

何承命的胆略 与何承命交谈,他一脸的爽朗自若,随和得不能再随和. 看何承命办事,他行动间丝丝入扣,稳健得不能再稳健. 听何承命讲述维科,一种成竹在胸、稳操胜券的笃定,自信得不能再自信. 中国人有句老话,叫"穷则变,变则通".上个世纪的最后几年,在全国国有纺织企业"壮士断腕"式的大调整中,宁波纺织行业在裂变、聚变中重生."官员"出身的何承命更是深谙这"变通"之道,知道其中深刻的精神实质.曾为宁波市纺织工业局局长的他,就是在这次大调整中与作为宁波市国企改革试点的"维科"结下了不解之缘.于是,在宁波市政府的高度重视和支持下,既使是试探摸索,何承命和他那支精干的智囊队伍也获得了一种游刃有余的自由,使"维科"的超常规发展得以顺利进行,一条中国纺织行业独一无二的"模式"横空出世--     

恒源祥:品牌经营的典范

截至2005年,恒源祥已经有100多个加盟工厂和5000多个加盟销售商,而事实上,恒源祥本身只有一支不到200人的团队,却操控着多达4万人的生产团队.     

企业价值与品牌价值的关系

企业价值与品牌价值二者相辅相成、有机统一,呈现出一种正相关关系。目前,中国经济正从高速度发展转向高质量发展阶段,实现高质量发展的一个重要方面就是品牌建设,品牌在国际上的话语权强弱与否,对一个国家的经济实力有着非常重要的影响。但很多人将企业价值与品牌价值视为一体,其实二者之间存在较大的差异,下面主要从以下三个方面来分析二者的异同,剖析二者之间的关系,并对提升品牌价值、对标世界一流管理提升行动提出参考建议。企业价值与品牌价值的基本内涵及评估方法二者的基本内涵有差异。     

快速成形制造技术的发展与应用

快速成形制造(RPM)是21世纪的重要先进制造技术。本文论述该技术在国内外的发展情况和应用领域。     

品牌制胜的时代 2013中国房地产品牌价值排行榜发布

9月17日,2013中国房地产品牌价值测评成果发布会暨房地产品牌发展高峰论坛在北京举行。中国海外、恒大和万科分别以288.43亿元、267.83亿元和262.59亿元,荣膺2013中国房地产开发企业品牌价值排行榜前三强。此外,在受到较多关注的房地产企业最佳雇主品牌的测评中,万科位居榜首。     

向更高的目标登攀——近访“罗拉大王”崔桂生

“中国的纺机同行应该组建大集团,共同应对入世以后国外同行带来的冲击。”闻名国内的“罗拉大王”、常州同和纺织机械制造有限公司董事长、总经理崔桂生在接受记者采访时,开宗明义地阐明了自己的观点。     

中国名牌的综合效应:考量国产胶印机的诚信标杆

近年来,"中国制造"已经势不可挡地崛起并成为助推全球经济发展的强大动力。上海光华同北人、中景、大族冠华等一批优秀的单张胶印机制造商一道,在"中国制造"的世界潮流中,或争相推出高性价比的替代进口产品,或积极参与国际贸易把单张胶印机导入海外市场。目前,我国已经拥有     

中国打造世界制造中心的路径依赖初探——兼论缓提"中国是世界制造中心"的口号

在中国制造业日益凸显其在世界市场中的重要性的今天，中国能否成为“世界制造中心”已成为各人士关注的焦点。本文分析了历史上几代“世界工厂”的成长过程及其在世界经济发展中的历史地位，总结提出了成为世界制造中心的五个假设。在此基础上，本文运用实证分析方法，结合大量的中国现实资料，检验了这五个假设，提出了中国目前不是任何意义上的世界制造中心的结论。论文最后提出了中国打造世界制造中心的基本路径，这就是抓住一条主线、从两个基础起步、处理好十大关系。     

Textile Industry Officers from Developing Countries Visited Veken Group

On June 11, 2008, a group of textile officers from Developing Countries, organized by China Chamber of Commerce for Import & Export of Textiles (CCCT), visited Ningbo Veken Beilun Textile Industry Park on a study and inspection tour,     

Legal Statement authorized by Veken Holding Group Co.,Ltd.

According to Patent Law of the People’s Republic of China,Implementing Regulations of the Patent Law of the People’s Republic of China,and other laws and regulations,Zhejiang Heyi Law Office has been authorized by Veken Holding Group Co.,Ltd.("Veken Group") to announce the statement as below to protect the legal rights of the patentee.     

Talented people and strong brands: The contribution of human capital and brand equity to firm value

Research and managerial practice generally contend that human capital and brand equity constitute a company's most valuable resources. Relying on similar underlying theoretical rationales, research on the value relevance of these two resources has developed in different disciplines. Combining diverse data sources, the authors examine the simultaneous effects of brand equity and human capital on firm value. In addition, they consider how much the effects of these two resources differ between services and manufacturing. Results provide evidence for a complementary relationship between human capital and brand equity and show that both resources create relatively more value in a service setting. Copyright © 2014 John Wiley & Sons, Ltd.     

A framework of brand value in B2B markets: The contributing role of functional and emotional components

The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from the suppliers' point of view, we complement insights gained from a literature review with ten exploratory interviews with B2B supplier managers, and develop a framework of brand value applicable to industrial markets. This identifies both the functional (i.e., quality, technology, capacity, infrastructure, after sales service, capabilities, reliability, innovation) and emotional qualities (i.e., risk reduction, reassurance, trust) important for the development of industrial brand equity. Situational (e.g. nature of the purchase) and environmental factors (e.g. the economic situation) affecting suppliers' perceptions of the importance of brand in a B2B context and the role of functional versus emotional brand qualities are discussed. The value of the brand as a driver for the development of business to business relationships is also highlighted. The framework provides a basis for B2B practitioners to build their brands in such a way as to make a functional as well as an emotional connection with buyers that is more likely to lead to a supplier–buyer relationship.     

The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective

Branding research has largely focused on consumer goods markets and only recently has attention been given to business markets. In many business markets the company's reputation has a strong influence on buying decisions which may differ from the more specific product related influence of the brand's image. In this paper we investigate these differences by testing the hypotheses about the influences of brand image and company reputation on customers' perceptions of product and service quality, customer value, and customer loyalty in a business market where there are three manufacturers marketing their brands directly to a large number of small firms. The results indicate that the brand's image has a more specific influence on the customers' perceptions of product and service quality while the company's reputation has a broader influence on perceptions of customer value and customer loyalty.     

Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand

Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.     

Franchising brand benefits: An integrative perspective

Despite significant advances in the study of B2B branding, including several contributions and special issues in this journal, the specificities of franchising, a subfield of B2B relationships, dictate further investigation. In effect, the franchise branding literature remains largely fragmented and dependent on data from a single stakeholder source. This paper attempts an integrative view of franchise branding by examining brand benefits from three theoretical perspectives (brand as a resource, brand as knowledge, and brand as a relationship fulcrum) and data from two stakeholders. Specifically, the objective of this paper is threefold: to offer a comprehensive view of brand benefits for franchisees, as perceived by both franchisees and franchisors, and considering their evolution throughout the franchise relationship lifecycle. 37 interviews with franchisees (n = 22) and franchisors (n = 15) reveal diverse brand benefits, including new insights related, for instance, to experiential benefits which have received very limited attention in B2B branding. The study also unveils significant perceptual gaps, with franchisors having a much narrower view of brand benefits than franchisees, which could potentially be detrimental for this subtype of B2B brands. Based on the findings, we also develop a tool that helps franchisors manage their brand benefits (i.e. deploy, emphasize or downplay individual benefits) over the lifecycle of their relationship with each franchisee.     

传统品牌的时尚化运动--威鹏秋冬时尚发布会走向终端

借着"十一"黄金周的巨大"商机"东风,广东恒威集团旗下的牛仔品牌威鹏满怀雄心来到了上海.10月3日,在人流如潮、门庭若市的人民广场新世界商城,威鹏上演了一场别开生面的2005秋冬时尚发布会. 就在现场,城门未开,但已看到新世界门口被一批20岁左右的年轻人挤得水泄不通,他们成群结队得商城门口"安营扎寨",衣着青春朝气充满活力,放眼望去不乏牛仔服饰的忠实追随者.发布会以英雄豪情、蓝色咖啡、感性波普、惑人魅影四大主题,动态化阐述了牛仔时装文化,释放牛仔个性与时尚、野性与奢华的精神内涵.男生女生的尖叫声阵阵掀起,发布会现场的秩序一度失控.现场的喧闹倒是乐坏了广东恒威集团董事长岑润洪.