金融企业的品牌传播策略研究——以招商银行为例

随着经营环境的变化,金融企业间的竞争逐渐进入了品牌致胜的时代。借鉴招商银行的品牌传播策略,金融企业品牌传播成功的关键点在于:在详细调研的基础上进行品牌定位,选择与品牌定位相符的方式和渠道进行品牌传播,善用公共关系,担负起社会责任,最后企业还要有效地利用文化力,建立起基于企业文化的品牌传播体系。     

区域地质调查工作中岩矿鉴定的有关问题探讨及建议

岩矿鉴定在地质调查研究中具有不可取代的重要作用,其工作水平和成果质量对区调工作的质量影响很大.近十多年来,区调岩矿薄片鉴定工作呈现薄弱化趋势.通过论述区调工作中岩矿薄片鉴定的重要作用;系统总结了我国区调岩矿薄片鉴定的4个发展历史阶段;分析了近年来我国区调岩矿薄片鉴定工作中存在的主要问题及其原因;提出了加强区调项目中岩矿鉴定工作、提升区调工作质量的对策和建议.     

日本农业区域品牌发展探析

日本农业区域品牌的发展首先建立在有效的法律保护之上,其对农业区域品牌的法律保护主要通过地理标志保护制度得以实现,集体商标注册成为最主要的权利保护方式。日本合作社组织作为农业区域品牌的拥有者,特别关注对地理标志使用的内部管理。日本政府则从模式创新、财政投入、信息服务、知识产权监控方面为农业区域品牌的发展提供支持。我国应借鉴日本经验,协调立法、强化集体组织管理、加大政府对农业区域品牌的扶持力度。     

Contextualized representations of brand extensions: Are feature lists or frames the basic components of consumer cognition?

According to the common view in consumer behavior, consumers represent brands and product categories mentally as lists of independent product features and engage in feature matching when they evaluate brand-product category compounds such as brand extensions. However, we demonstrate that brand extension concepts are subject to context effects and largely contextually organized — empirical evidence which suggests that they are represented by more flexible mental structures than independent feature lists. As an alternative, brand extensions (e.g., McDonald's Theme Park) may be viewed as conceptual combinations in which the original brand or company name (e.g., McDonald's) acts on the head concept of the extension category (e.g., theme parks) as a modifier. Moreover, we suggest that the contextual and relational structure of brand extensions may be explained more adequately by mental frames than feature list representations.     

Brand experience as a moderator of the negative impact of promotions

While price promotions are generally believed to have a positive impact on immediate sales, their effects on attitude towards repurchase, quality perceptions, and repurchase are far less clear. We present a study that tests the effect of brand experience in moderating the negative impact of promotions. The results of the laboratory study indicate that the negative impact of a discount on perceptions of quality and subsequent intent to purchase at full price is eliminated among those who had tried the brand. The moderation of the negative impact of promotions has not been previously shown to occur despite its prediction by a variety of behavioral theories.     

Investigating the recall inhibition effect: A test of practical considerations

Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.     

品牌之现在进行式

本文从当下最受关注的"品牌"出发,初步探讨了品牌的概念、品牌的影响力、品牌与产品之间的关系以及品牌的战略思想等问题。文章首先介绍了品牌的概念,接着用实例说明了品牌与产品之间的关系,最后阐述了企业从产品时代迈向品牌时代的必然之路。     

Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications

The information that a retailer’s name communicates to consumers can be a source of competitive advantage for many retailers. Indeed, retailers develop a kind of brand equity, which we refer to as “retailer equity.” To aid both practitioners and researchers, we outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity. In addition, we provide four illustrations of possible ways that the index can be used by retailers: (1) as a benchmarking tool, (2) as an indicator of the success (failure) of marketing strategies and tactics, (3) as a means to evaluate the attractiveness of market segments, and (4) as an instrument to examine the relative importance of the various components of retailer equity for specific retailers. The index also provides a means for marketing researchers to examine potential antecedents and outcomes of retailer equity.     

车辆自动识别系统移动站及其在城市交通监管中的应用

车辆自动识别系统 (AVI)移动站具有机动、快速和自动识别车辆的特点 ,适合于在城市监管中广泛应用。它采用射频识别 (RFID)技术 ,通过车卡 (TAG)采集车辆数据信息 ,对车辆进行自动识别和处理 ,识别率超过 99%;采用视频识别 (VFID)技术 ,通过摄像机采集车辆图像信息 ,在光照较强的情况下 ,识别率可以达到 80 %以上。     

Building strong brands in Asia: selecting the visual components of image to maximize brand strength

Asian brands have often struggled to develop quality images. The visual aspects of branding have received little attention on how they might be used to strengthen brand perceptions in Asia. Guidelines for designing visual brand stimuli are developed using evaluations of logos in China and Singapore. There is a significant relationship between design and the responses companies seek, including positive affect, perceptions of quality, recognition, consensus in meaning, and feng shui. How designs are perceived, and their effect on consumer responses, were similar between China and Singapore. Companies are encouraged to leverage design to strengthen their brands. In particular, they should select logo designs that are elaborate, natural, and harmonious as these created positive affect and quality perceptions, clear meaning, true recognition, and feng shui. Many of these relationships hold in the United Sates as well, implying that the visual aspects of brand strategies may accomplish companies' goals across international borders.