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鸡蛋品牌化的序幕已经拉开,市场需求趋势也非常乐观,由于品牌鸡蛋企业管理上粗放落后,营销手段比较简单,很难形成强势品牌。尽管终端在鸡蛋品牌营销中的重要地位已逐渐被厂家认可,但如何做好终端营销是迫切需要解决的一个问题。本文结合自身实践,探讨了品牌鸡蛋终端营销的一些策略,期望对企业有所帮助。 相似文献
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2007年8月8日,首届中国品牌节在北京国际会议中心隆重举行。全国人大常委会副委员长顾秀莲宣布首届中国品牌节开幕。有关领导、品牌企业负责人、赞助商代表、企业代表、品牌专家800余人出席了开幕式。 相似文献
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随着市场竞争的激烈和品牌本身的发展,品牌中的文化因素日益突显出来,品牌文化成为了强有力的竞争手段。消费者已不再满足品牌消费所带来的物质满足,更加注重品牌文化所带来的心理满足。本文旨在探讨品牌文化的内涵和特点,并着重从实践的角度论述品牌文化的建构。 相似文献
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互联网的双向互动式沟通、多媒体性、跨时空性以及个性化等特性,决定了品牌的网络营销与传统营销有着根本的差别。在建立了网络营销的品牌推广模型和分析了存在问题的基础上,提出了要改变品牌建设的传统观念,重视企业的网站设计,明确品牌定位及制定推广策略,培养网络营销的复合型人才等对策建议。 相似文献
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《International Journal of Research in Marketing》1986,3(1):19-38
This article builds on the idea that consumers use (possibly unconscious) expected relationships between product attributes when they have to draw inferences about uncertain product characteristics. These individuals' expectancies regarding the way product attributes are related are conceived of as composing implicit product theories. The paper illustrates the existence of these implicit product theories and addresses some of the key methodological and conceptual issues that deserve future attention within the suggested paradigm. 相似文献
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Despite burgeoning academic interest in anticonsumption, a lack of definitional clarity and overlapping constructs beleaguer the pertinent literature, preventing research in the field from reaching its full potential. This paper aims to strengthen the foundations for advancing knowledge in this fragmented field by (a) undertaking a thorough systematic review of literature; (b) charting the scope of anticonsumption literature based on network analysis and attempting to delineate overlapping areas; (c) providing an integrated framework of anticonsumption research, including antecedents, moderators, and consequences; and (d) suggesting a set of specific research propositions that will enable the field to move forward. Toward these aims, we analyzed 120 anticonsumption papers revealed in the literature review, identifying a number of important anticonsumption-related topics that warrant further investigation. Moreover, we suggest a research framework which reveals antecedents, causal sequences, and consequences of anticonsumption. Finally, a research agenda based on this integrated framework indicates promising areas for future research. 相似文献
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A great challenge exists today: how to reach youth (a.k.a. the iYGeneration) who consume multiple media concurrently, who can access information on demand, and who have intertwined virtual social media networks in their lives. Our research finds that Australian youth multi-task and rarely use traditional media, although significant differences between males and females, as well as late tweens and 20-somethings, exist. Technology convergence facilitates two-way dialogue, allowing growing social interactions to occur in their technological environments. Our findings show that in order for marketing communication professionals to effectively communicate with this market, it is crucial to know exactly how the iYGeneration use media, which media they use, and when they use it. 相似文献
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R. W. Lawson 《国际广告杂志》2013,32(4):279-295
This paper investigates complaint behaviour with respect to advertising in the United Kingdom, and examines the responses of the main regulatory authority, the Advertising Standards Authority (ASA), towards those complaints. In view of the pressures upon advertising which are once more emanating from the EEC, the author's findings acquire a fresh relevance. 相似文献
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广告人的爱情,总是坎坎坷坷。常常加班到深夜,还得面对爱人的质问:“你爱我还是它”?这个情人节,是甜蜜双人行还是在设计室里孤独地度过,或者呼朋唤友的在某个酒吧大呼“广告,我的眼里只有你没有她/他”?[编者按] 相似文献
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一、"消协"的消费维权工作,<消法>规定了七项职能:信息咨询、监督检查、查询建议、受理投诉、评价鉴定、支持投诉、揭露批评
七项职能使"消协"工作具有四大任务:教育、宣传、监督、代言. 相似文献
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Bikram Jit Singh Mann 《Journal of Marketing Communications》2018,24(3):230-249
The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective responses (affective corporate commitment) in the three sectors, namely durables, services and fast moving consumer goods. The findings reveal that corporate brand associations can be categorised into two categories – universal associations, which are influential in all the sectors, and sector-specific associations, which have a differential effect on consumers in different sectors. Thus, this study reveals that corporate branding is important to consumers in all the sectors, but a single corporate brand story does not work in all the sectors. Further, corporate associations do not always have a positive effect on the consumers; under certain circumstances, these might either have no effect or have a negative effect on the consumers. Finally, there are two routes by which corporate brand associations can influence consumers – by affecting their cognitive responses or by influencing their affective responses towards the company. The recognition of the important corporate brand associations in the three sectors, and the routes (cognitive or affective) through which these associations influence consumer choices would enable marketers to develop more sophisticated corporate communication strategies. 相似文献
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中国农药产业国际竞争力的变动分析 总被引:1,自引:0,他引:1
本文通过计算国际市场占有率、贸易竞争力指数、显示性比较优势指数(RCA),比较了中国与部分国家农药产业的国际竞争力;利用迈克尔·波特的“钻石”模型理论,从中国农药产业的要素禀赋、国内需求、相关产业、产业组织、政府行为和机遇等六个方面,探究其竞争力形成的原因,分析其发展趋势;并提出提高我国农药产业国际竞争力的政策建议。 相似文献
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What it means to be an ethical leader is the focus of this paper. Leadership is more than an affair of the head, but fundamentally also one of the heart. Leaders are in love. Four essential and practical considerations are presented for discovering, developing, and using this perspective.James M. Kouzes is President of The Tom Peters Group/Learning Systems (Palo Alto, CA) and Barry Z. Posner is Associate Dean (Academic Programs) and Professor of Management, Santa Clara University (Santa Clara, CA). They have writtenThe Leadership Challenge: How to Get Extraordinary Things Done in Organizations (Jossey-Bass, 1987) and are currently exploring what people look for in leaders and the essence of effective working relationships. 相似文献