品味阿莱西

作为意大利以优质家用物品著称的阿莱西公司被冠以设计梦工厂的称号,文章阐述了阿莱西如何以艺术和技术的有机融合,以极富个性的设计和精湛的工艺,以产品品质的极高和形式的完美铸就阿莱西辉煌的历史,把每一件产品都打造成令人们赏心悦目、爱不释手的设计精品。     

Chinese Luxury Consumers: Motivation,Attitude and Behavior

This study examines Chinese consumers’ motives, attitudes toward luxury brands (ATLB), and the impact of ATLB on consumer behavior. Specifically, Chinese luxury consumers were segmented into three groups: the elitist, the distant, and the democratic. Compared to the democratic group, the more one believes luxury is of good quality, the less likely one will belong to the distant group; the more likely one buys luxury for others, the more likely one belongs to the distant group. The more one buys luxury for self-actualization, the more likely one belongs to the elitist group. The more one consumes luxury for social comparison reasons, the more likely one belongs to the elitist. The more often one buys luxury for special times, the more likely one belongs to the elitist. Results show that the elitist on average bought more pieces of luxury products than the distant and the democratic.     

Celebrity Endorsements

Abstract

Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand. The results presented in this study, however, found that a celebrity recognized in a magazine advertisement did not increase consumer recall of the brand endorsed by the celebrity for both professional athlete celebrities and other entertainment celebrities who are not professional athletes. Furthermore, subjects in this study did not correctly identify the brand when previously exposed to the full magazine advertisement, even when the celebrity's face cued the subject for recall. The results of this study raise questions relative to using celebrity endorsements to enhance brand recall.     

Derived versus full name brand extensions

Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study explores the advantages and disadvantages of derived brand extensions compared to full name extensions. The study examines the importance of target market effects on the evaluation of both brand extension strategies. Findings support the idea that derived brand names leverage parent brand evaluations and protect parent brand from extension failures.     

谈新疆服务贸易的品牌战略

在经济全球化背景下,服务贸易的竞争愈加激烈,尤其是对于新疆这一相对全国服务贸易发展较为落后的省份,其服务贸易将面临更大的挑战。为应对这一挑战,更好更快地发展新疆服务贸易,打造新疆服务贸易品牌不失为可取的战略举措。     

中国自主品牌汽车产业发展与市场开拓

中国自主品牌汽车工业起步晚、底子薄,是在与外国企业进行激烈竞争中取得发展的.目前,中国自主品牌汽车已经在国内经济型、中级乘用车、SUV市场立稳脚跟,并且出口到发展中国家国外市场.在技术成果上,已经开发出拥有自主知识产权的发动机.在性价方面,自主品牌汽车具有一定比较优势,但存在整体质量不高、创新能力不足等问题.面对国内外广阔的市场前景,中国自主品牌汽车需要进一步增强实力.开拓市场.     

互联网+时代晋江市鞋服纺织产业品牌建设与创新研究

晋江是我国有名的“品牌之都”，鞋服纺织产业是当地支柱性产业。对晋江鞋服纺织产业发展现状进行分析报告，提出互联网+时代该产业的传统企业品牌创新的重要性，同时对该产业如何借助互联网平台进行品牌建设与创新提出了相应的见解。     

“锦江国际”酒店集团品牌资产经营的经验与启示

品牌已经成为饭店集团最重要的无形资产之一,它不仅关系到饭店企业的市场竞争力,而且关系到其可持续发展能力。因此,提高我国饭店集团品牌资产经营管理能力具有重要的现实意义。以锦江饭店集团为例,总结归纳了锦江饭店集团品牌资产经营的成功经验,并以此为借鉴提出了优化我国饭店集团品牌资产经营的策略。     

FLY‐BY‐NIGHT BUILDERS IN HARBIN AND SHANGHAI

This paper examines residential property development in the Chinese cities of Harbin and Shanghai in 2001–07. It reveals that development firms generally only built one residential development during the study period, which contrasts with the situation in most developed countries, where large, established firms engage in numerous projects. This finding appears to contradict theories on economies of scale, brand names and reputation. It is argued that institutional failure may be largely responsible for the business practices observed.     

中小企业自主品牌培育的动因及路径

一国经济需要大企业、大品牌做支撑,同样也需要中小企业作为其中流砥柱。在发展大企业、大品牌的同时,将一大批中小企业培育成强势品牌,这将有助于加速中国经济的发展和提升"中国制造"在国际上的知名度。