关于自主汽车品牌国际竞争力的SWOT分析

加入世贸以后,伴随我国汽车产业的井喷式发展,出现了一大批自主汽车品牌,近两年自主品牌更是出现了争相进军国际市场的趋势。然而,出口数量逐年增长的背后也隐藏着不少问题。因此,如何提高自主品牌汽车的国际竞争力就变成一个很值得探讨的问题。本文采用SWOT法从优势、劣势、机遇和威胁四个方面对自主汽车品牌的国际竞争力进行分析,进而提出一些政策建议。     

The Role of Retail Prices and Promotions in Determining Cigarette Brand Market Shares

Over the past two decades, two forms of price competition have emerged within the cigarette industry: the introduction and spread of discount and deep discount cigarettes and the increased use of price-related promotions. In this paper, we use quarterly market-level, scanner-based data on cigarette prices, promotions, and sales for 50 US markets over the period from 1994-IV through 2002-II to examine the impact of price and promotions on market shares for premium, discount, and deep discount brand cigarettes. Our estimates indicate that changes in relative prices, including those resulting from promotions, account for much of observed changes in market shares.     

Building acquaintance brands via Snapchat for the college student market

College students are inseparable from their smartphones, and heavily engaged in Snapchat. This social media app allows low-consequence expression: messages disappear within 10 seconds to 24 hours of their receipt, depending on the content. Because college students seem strongly attracted to Snapchat, the implications for brand managers interested in reaching this target market deserve exploration. Four focus groups of self-described heavy users show that this media app allows college students to enter the virtual Snapchatverse and find a sweet spot of acquaintances. The sweet spot is associated with feelings of relatability, inclusion, and effortlessness and has the potential to produce empowering experiences. The verbal protocols of college students suggest that Snapchat is an ideal social media for developing acquaintance brands: brands that aim to make themselves part of an inclusive, feel-good experience or highly relatable acquaintances.     

Will they return? Getting private label consumers to come back: Price,promotion, and new product effects

Using a hazard model specification with two years of consumer panel data, this study simultaneously quantifies the effects of price gaps, non-monetary promotions, and new products on consumer switching from private labels back to manufacturer brands. The research focuses on the switching phenomena, rather than choice, such that time is a relevant variable. According to the results, non-monetary promotions and new products are more effective for recovering consumers than price gap reductions. These findings underscore the importance of understanding how consumers perceive the value of manufacturer brands.     

The Power of Promoting Healthy Brands: Familiarity in Healthy Product Decision Making

This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.     

基于回族老字号的顾客品牌信任关系影响因素实证研究

从弱小品牌发展到强势品牌的过程实质是顾客信任程度增加的过程,探索影响品牌信任关系的因素对于品牌成长具有重要意义。研究证明,企业、顾客及交互过程是影响品牌信任关系的关键因素,通过回族老字号的调查问卷对品牌信任与影响因素的关系进行了验证,将对深入探讨品牌信任关系的影响因素,促进回族老字号品牌成长提供重要的思路。     

“老字号”品牌的文化保护与传承——以长沙老字号“火宫殿”为例

长沙老字号在中国近代史上最兴盛的时期曾有两百余家,随着时代变迁和发展,老字号多数已退出历史舞台,目前总数不足兴盛时期的十分之一。长沙的火宫殿作为湖南餐饮服务业老字号代表,近年来通过明确"火宫殿为载体的多元一体文化"的定位,实施一系列文化策划,不断传承和发展,得以重新崛起,具有重要的历史、宗教文化、饮食文化、消防文化和旅游价值,对长沙城市文化底蕴和经济社会发展起着重要的支撑和传承作用,为国内其他老字号的保护和传承提供了借鉴和参考。     

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

Abstract

This study focuses on the cultural consumer environment of brands considered as nostalgic. The research questions are thus the following: what is the impact of culture on the consumer relationship with brands considered as nostalgic? In which cases are these relationships positive, and in which cases are they negative? To answer these questions, a longitudinal data collection was conducted, consisting of interviewing the same sample of respondents three times, at more or less one-year intervals. The results were analysed taking into account three dimensions of culture: time, place and social aspects. In the time-based approach, brands are associated with traditional celebrations and rites of passage. Thus, they give rise to ‘traditional purchase’ and consumer loyalty. In the place-based approach, brands evoke original authenticity and myths. They offer protection to reduce perceived risks and therefore facilitate consumers’ trust. In the social approach, brands are associated with symbolic icons and attract communities of fans. Finally, this article shows that culture involves sweeter rather than bitter nostalgic brand relationships. This article brings to light four cases when the consumer cultural environment may induce a rejection of the nostalgic brand: (1) the ‘corrupted’ brand; (2) the ‘immoral’ brand; (3) the ‘precarious’ brand; and (4) the ‘stereotypical’ brand. It shows that only one case – the ‘corrupted’ brand – may be particularly prejudicial due to its unwelcome role in History.     

The role of Swedish retailers in food innovations

Innovations should create value for increasingly individualistic consumers with varying demands and for other stakeholders. Today, retailers have the power in the supply/value chain. This research investigates how Swedish food retailers view innovations, their role and that of customers and suppliers in the development process and how they see future development. The study is based on open-ended interviews. The results show that Swedish retailers regard food product innovations as something to provide to consumers rather than achieve with consumers. Retailers want more collaboration with packaging suppliers to differentiate. Retailers are successful in establishing their own brands, in becoming brands themselves and in competing with producer brands. This follows the UK model and may result in fewer alternatives in stores and fewer product – or new technology-based innovations by Swedish producers. Service innovations can still occur for retailers to retain consumer loyalty. Consumers demand more than new products; they want to be excited by the shopping experience. More innovations will require deeper insight about consumers, efforts from the value chain and from outsiders. Collaboration is needed to establish trust among supply chain actors.