我国旅行社的品牌化现状及存在问题分析

旅游业是我国的朝阳产业,随着我国经济的发展,旅游已成为人们生活重要的组成部分。旅行社提供具有无形性特点的服务型产品,产品消费在前,消费者感知在后,因而对于购买前的消费决策,品牌就是其中一个重要的考量因素,品牌化对于旅行社具有重要的意义。     

论民营企业的品牌建设

以品牌的无形资产经营是最高级的经营。本文对我国民企品牌建设的现状进行了分析,并对民企品牌建设的途径提出了建议。     

我国陶瓷企业国际竞争力研究

文章通过对近几年我国陶瓷产品进出口的数量和价格进行比较,从数量和盈利上分析了我国陶瓷企业国际竞争的状况,并从技术、品牌建设、人才培育等方面剖析原因。在第三部分针对性地提出了提高我国陶瓷企业国际竞争能力的策略及实施步骤。     

迎接入世挑战创工程建设监理国际品牌

中国加入世界贸易组织后，国外工程咨询业将凭借其优势开拓国内市场，从而国内建设监理业将面临新的挑战。在分析新形势的基础上，针对我国监理业的现状，以创国际监理品牌为中心目标，讨论了几点发展我国建设监理业，培育具有国际竞争能力的监理企业的措施。     

民营企业品牌发展的道德问题研究

研究民营企业内外部关系的品牌发展道德问题和道德体系构建,分析民营企业内部关系、与上下游关系、与竞争对手关系、与消费者关系和与媒体、政府等其他机构等的内外部经营关系的品牌发展道德问题类型和成因,并从法律法规、政府管理、信用、市场、监督和奖罚及竞争环境等方面构建民营企业品牌发展的外部系统道德体系,从品牌生产、品牌经营、品牌管理和品牌人员上构建民营企业品牌发展的内部系统道德体系。     

企业本质与战略

企业是交易费用节约的产物,是科技产业化的制度产物,是人类文化积累的结晶。企业的发展包括提供产品、提供品牌、提供文化和提供战略等四个阶段。企业必须在面对饱和市场、优势市场、劣势市场和潜在市场等不同的市场时采取不同的策略,这是企业的致胜之道。     

品牌定位内生机制研究

现阶段关于品牌定位的作用机制分析,是一种外部因素分析。至于影响着品牌定位的内部影响因素被外生化,没有构成分析的重点。本论文试图从内部影响因素角度分析品牌定位的形成过程,分析其作用机理,丰富企业品牌定位思路。     

新疆服务业品牌建设现状及发展对策研究

服务业已进入品牌竞争时代。本文分析了新疆服务品牌建设的滞后现状,认为政府和服务企业均有责任推进新疆服务品牌建设的责任,因此,本文提出了政府和服务企业服务品牌建设的对策。     

The impact of university brand identification and eWOM behaviour on students’ psychological well-being: a multi-group analysis among active and passive social media users

ABSTRACT

Encouraging students to share positive online reviews should not be regarded only as a marketing tool. This study aims to examine (i) the relationship between positive online reviews behaviour for university and students’ well-being; and (ii) the impact of eWOM behaviour on students’ psychological well-being among active (those who share and read information) and passive (those who only read information) social media users. An online survey was conducted to examine the interplay of university brand identification, positive eWOM behaviour, and university life satisfaction on students’ psychological well-being. Results found that students who share positive reviews about university on social media tend to have better psychological health. This study also revealed that active social media users benefit more in terms of well-being through sharing positive online reviews about their universities. Implications for theory and practice of social media marketing in the higher education context are discussed.     

National versus private brand: A regulatory focus perspective

Why do consumers choose a private versus national brand? A between-subjects factorial design was used to address this question in two product categories: shampoo and athletic shoes. Three determining factors were used—regulatory focus: promotion versus prevention; brand types: national versus private; and attribute framing: hedonic versus utilitarian—to predict consumer attitude towards the brand, its ad, and purchase intention. The results provide support for the interactions between regulatory focus and attribute framing for shampoo, and between regulatory focus and brand types for shoes. When exposed to shampoo ads, promotion focused consumers have a more positive attitude toward the ad and a higher purchase intention if the ad features utilitarian rather than hedonic attributes. Further, both promotion and prevention focused consumers prefer national brands of shoes to private labels. One possible explanation may lie in private versus public consumption of shampoo and shoes.