手机界面的品牌化发展

手机界面作为用户和手机进行沟通与交流的媒介,其设计的好坏直接关系到用户对手机甚至是手机品牌的印象,一个好的手机界面能够让用户形成对品牌更为真实的认知。文章从手机界面、品牌的内涵出发,试图从手机界面设计的现状中分析手机界面品牌化的必要性,并总结出手机界面的品牌化发展是需要一个较长时间的持续刺激的过程的。     

Social media: A new vehicle for city marketing in China

Following global trends, cities, like companies, across the world are under fierce competitive pressure. To compete and promote city brands, various levels of Chinese governments have begun to integrate multiple marketing tactics to promote cities. Social media has gained global popularity since 2008. Utilizing social media for city marketing is being applied in the Chinese cities. This paper introduces the application of social media for city marketing in Chinese cities. Based on several cases of social media use for city marketing in major Chinese cities (e.g., Guangzhou, Chengdu and Nanjing), this paper suggests that using social media is an appropriate tactic to promote cities because of the participative, interactive, open and transparent nature of social media.     

Cultural and creative clusters – a systematic literature review and a renewed research agenda

ABSTRACT

Cultural/Creative Quarters/Clusters/Districts’ (CCC) have become very popular local development strategies in the last 30 years as reflected within the Urban Planning, Geography, Economics and Cultural Studies literature. However, this multi-disciplinarity has rendered the CCC academic field of research quite fuzzy as authors offers their own definition or borrow from each other without clear explanations. In order to address this issue, this paper presents a systematic literature review and analyses the ways these concepts have evolved, what have been the themes and dimensions associated with them, how they have been studied and researched, and then suggest a renewed research agenda.     

Developing and testing a value chain for fashion retailers: activities for competitive success

Purpose: This is an exploratory paper which empirically tests a conceptual model of value chain activity for fashion retailers, developed from the literature. Design/methodological approach: The research involved in depth interviews with 15 of the largest and most successful high-street fashion retailers. Participants were asked to comment on the structure and content of the value chain model. Findings: An updated model of value chain activity for fashion retailers is proposed which takes account of recent changes and developments in the market. Research limitations/implications: This exploratory study is limited to the experiences of 15 large-scale fashion retailers and may benefit from further empirical testing. Practical implications: The results of this study provide a basis for value chain activity and added value in the fashion retailing sector. Originality/value: Academic development and empirical testing of generic business models in the fashion retailing sector is rare. This exploratory research seeks to address this scarcity.     

Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing.

This article presents an empirical test of organizational identification in the context of customer-company (C-C) relationships. It investigates whether customers identify with companies and what the antecedents and consequences of such identification are. The model posits that perceived company characteristics, construed external image, and the perception of the company's boundary-spanning agent lead to C-C identification. In turn, such identification is expected to impact both in-role behavior (i.e., product utilization) as well as extra-role behavior (i.e., citizenship). The model was tested in a consultative selling context of pharmaceutical sales reps calling on physicians. Results from the empirical test indicated that customers do indeed identify with organizations and that C-C identification positively impacts both product utilization behavior and extra-role behavior even when the effect of brand perception is accounted for. Second, the study found that the organization's characteristics as well as the salesperson's characteristics contributed to the development of C-C identification. (PsycINFO Database Record (c) 2010 APA, all rights reserved)     

The importation of building environmental certification systems: international usages of BREEAM and LEED

A proliferation of the development of building environmental assessment methods has occurred for application within many individual countries' domestic markets. However, the demand for ‘brand recognition’ in a global market, the desire for international standards and the motivation of the owners of some systems to expand the adoption of their assessment systems abroad are among many of the forces driving toward the increased international use of the two most established methods: BREEAM and LEED. Drawing on published databases of projects assessed by these two systems, an examination is presented of their international use, with particular attention paid to the relationship between their use and the existence of national systems developed in the countries of application. A more detailed analysis of the types of projects that have been assessed is provided using data from six specific countries with qualitatively different cultural, economic and environmental contexts and some of which that have national assessment systems: Chile, Colombia, the Czech Republic, the Netherlands, Sweden, and the United Arab Emirates. The influence of national Green Building Councils in promoting environmental assessments is also considered.     

Commodification, normalisation and intervention: Cultural, social and symbolic capital in housing consumption and governance

This paper relates the governance of anti-social behaviour in theUK to a wider policy conceptualisation of social housing as a flawed andproblematic form of housing consumption. Drawing on the theoretical workof Bourdieu and Foucault, the paper identifies how the habitus ofhousing consumption is shaped by acts of governance including classification,legitimisation, normalisation and targeted intervention. The paper argues thatdominant governance discourses relate problems arising within socialhousing to assumed distinctions in the cultural, social and symbolic capitalascribed to commodified and branded housing tenures, thereby marginalisingthe importance of differential access to economic capital in the conceptualisationof UK housing policy.     

基于品牌化战略的传统观光旅游产品提升改造途径研究

当前我国传统的观光旅游产品普遍存在旅游体验类型单一、产品同质化等问题,因此正在经历一个产品结构调整与升级换代的过程。从旅游品牌形象及品牌价值入手,提出传统的观光旅游产品在进行升级改造时,应该着力打造差异化的旅游产品,实施良性的品牌化发展战略,主要包括优化治理结构、深入挖掘文脉、景区深度开发、战略联盟这四个方面。通过这四步,实现名牌产品培育、名牌线路策划、名牌促销推介的系统化工程,从而逐步提升传统单体旅游产品的吸引力及其内在价值。     

浅谈服务型企业的可持续发展道路

市场经济迅速发展,世界经济一体化趋势不断加强,使服务型行业的地位和作用日益明显。全球经济形势变幻莫测,但复苏势头依然强劲,随着市场竞争日益加剧,当今企业,尤其是服务型企业,无不把服务作为商战制胜的法宝,于是企业间大打服务营销战。针对目前经济形势,服务型企业在树立差异化的品牌形象的同时,必须更加积极地争取人才和客户,并努力为人才和客户创造价值,在服务上不断创新,才能提升竞争优势,实现企业的可持续发展。     

旅游文创产品设计的创意思路与实践路径

目的 探索新趋势下旅游文创产品的多元化设计思路与有效实施路径。方法 鉴于当前旅游文创产品的发展实际(除了要具备一定的趣味性和使用性外,还要具备足够的文化性、艺术性和宣传性,实现高层面的快步发展),这里先将思路引至现实大背景下,结合旅游文创产品的具体类型和发展需求,剖析当前旅游文创产品在创新、品牌和文化等现实需求方面的不足;再以相关的设计实践及经验为论据,分析未来旅游文创产品设计的发展方向,从地域性设计、品牌化发展和时代性表现等方向探索发展路径。结论 旅游文创产品设计应从社会发展、变革的现实出发,结合自身特点,在强调地域性、注重品牌、紧跟时代、提升文化内涵、发挥市场导向五个方面进行完善,以更加新颖而独特的形式成就一种创意表达,带来更大的市场反响。