社会化媒体打造品牌新体验

社会化媒体已经成为商业运作不可忽视的重要组成部分,成功的品牌不仅仅把它当作一个工具更认为这是一个重要的品牌战略,尽管没有一个固定的标准来判断社会化媒体对于品牌建设所贡献的程度,但是通过这个平台,品牌可以和消费者们分享故事,消费者可以自由地发表评论,这个双向的互动让人们更加了解品牌,更加愿意参与到品牌的建设中去,从而创造出属于自己的体验,品牌也可以根据消费者的反馈打造下一步的品牌战略。     

Why types of operations,trade associations,and production trends matter in the geographic branding of an emerging industry

Geographic branding has become an important strategy for economic actors to differentiate their products. While studies have examined geographic branding in well-established industries, less is known about the factors that lead to the adoption of geographic branding innovations in emerging industries. Results from a 2011 mail survey of Pennsylvania winemakers (N?=?71, response rate: 50%) indicate that winery operation type (grape grower or wine-only), growth in wine and/or grape production, and trade association membership influence the extent to which geographic branding is adopted and in what forms (regional or state-based) it is used. Winemakers also identified challenges that they believe limit the economic growth of the industry. Findings shed light on the opportunities and limitations of geographical branding and its impacts on regional development.     

浅谈商业地产开发关键点控制

随着时代的发展，商业地产已逐渐被人们熟知，其在推动社会经济发展和解决就业方面起着巨大的作用。通过介绍商业地产的概念和关键点，提出了改善其经营、管理的方法和措施，以供参考。     

Optimizing sunk investments in e-commerce: a quality assurance challenge for small businesses

In a traditional retail environment, the reputation value of a brand name leads profitable firms with established brands to work hard to maintain quality. A store may rely on its reputation to signal that its goods are of high quality. A retailer that expects repeated purchases by a consumer – if it provides high-quality products – has a strong incentive not to provide defective products or poor service. Translating this type of quality assurance into digital sales media poses unique challenges, particularly for small businesses. Retailers that have only a local geographic reputation require innovative strategies to convince a potential global market that the products or services they provide are of appropriate quality when they make the move into electronic commerce retailing. This paper provides a model that identifies a number of unique factors that should be considered when estimating the optimal level of investment into an e-commerce initiative. Decisions of this type are particularly difficult for small businesses because they may lack expertise in digital marketing and sales and they may have insufficient resources required for ideal levels of investment. These constraints have led to some creative cost and risk minimizing solutions that have been adopted by certain small businesses in their effort to make the transition into the digital marketplace. Published online: 22 August 2001     

基于城市品牌塑造的文化产业发展研究--以平顶山市为例

文化产业与城市品牌间存在着相互促进的关系,文化产业有助于城市品牌的塑造,城市品牌则有助于文化产业更好地发展。基于上述规律,以平顶山市为例,探讨了文化产业发展的基础和动因,分析了文化产业发展的现状和存在的问题,结合国内外文化产业发展的经验,有针对性地提出了文化产业发展的对策和建议。     

Team Management Organization in Co‐branding Projects

Creating strategic alliances by engaging in co‐branding has become increasingly widespread in many industries. This form of cooperation allows businesses to share resources and knowledge and to set common goals – but also forces the two companies to work together. This article looks at co‐branding from the perspective of strategic management and focuses on the problems that can arise in team management and organization. The purpose of the article is to present recent research advances that may encourage rethinking co‐branding strategies at the level of projectization which described the level of commitment in the co‐branding project. Characteristics of successful team‐building for co‐branding ventures are also discussed. © 2011 Wiley Periodicals, Inc.     

Website design: place for luxury brands in cyberspace?

A great challenge for luxury marketers is how to harness Internet’s incredible influence on customers while still maintaining and adhering to the customer-based brand equity (CBE) of luxury brands. This study aims to investigate the effect of website design on the CBE of luxury brands. Integrating the research on aesthetic design and luxury branding, we develop and empirically validate a research model, specifying that two aesthetic design dimensions (aesthetic formality and aesthetic appeal) can stimulate a strong sense of luxury, which in turn leads to a positive evaluation of CBE. Furthermore, the effect of aesthetic design on the sense of luxury is contingent upon brand familiarity prior to the exposure of a luxury brand website. The research model is validated with a survey study involving 201 participants. The paper includes implications for website design to deliver online brand experience and develop CBE with specific online consumer groups. As an early attempt to examine the website design effect on online branding experience and brand equity, this study contributes to both literature of website aesthetics and online luxury branding.     

用户参与式Web品牌化色彩设计方法研究

目的探析Web品牌化色彩设计的科学系统方法。方法以用户参与为基础,运用色彩印象尺度的研究理论和方法定位Web品牌色,利用colorhexa进行配色方案设计并进行Web品牌化色彩设计实践,并运用模糊综合评价法对实践方案进行评价,将感性的信息数据化,为Web品牌化色彩设计提供合理化、科学化的决策依据。结论用户参与式设计允许用户最大限度地参与到Web品牌化色彩设计之中,使Web品牌化色彩设计回归到用户体验本身,增强用户对品牌的认同感和粘度,构建品牌与用户之间长久的价值体验。     

数字品牌建设

随着数字技术的高速发展和广泛应用,人类已经进入数字信息时代。全球市场也随之掀起数字化浪潮,通过策略性的品牌沟通,设计的形式和内容以及媒体渠道来建设数字品牌已经成为各企业公司抢占先机,立于不败之地的品牌经营策略。     

“山寨产品”设计的发展前景研究

文章从"山寨企业"的品牌化之路着手,分析了各个层面相关者如何应对"山寨产品"涉及到的法律法规问题,并如何规范、扶持与引导"山寨企业"发挥积极效应,为"山寨产品"设计指明了发展的方向。