我国企业品牌弱势原因分析

我国是一个制造业大国但同时又是一个品牌弱国。我国企业由于缺少品牌优势,产品出口乃至整个国民经济都受到严重影响。我国企业缺少强势品牌的原因在于:缺乏品牌经营的环境和意识;品牌管理手段落后,缺乏战略性的品牌管理与规划;品牌价值观定位不准确,缺乏以品牌核心价值为中心的品牌识别;缺乏品牌战略管理组织与管理人才以及品牌的定期检查制度和危机处理机制。要改变这种状况,必须尽快更新观念,强化品牌基础工作,尤其是注重品牌组织管理体系的建设和专业人才的培养与引进,充分借鉴国外成功经验并结合实际不断创新。只有这样,才能提高本土品牌的影响力,逐步缩小与国外著名品牌的差距。     

我国文化与科技融合机理研究——基于高新技术开发园区视角

文化与科技融合的研究是当前文化科技领域的热门话题。推进文化与科技深度融合,是促进文化产业大发展大繁荣的必要条件,也是文化体制改革的必然要求。本文立足于高新技术开发园区视角,从融合动因、融合模式、融合效果等三个方面探究文化与科技融合的机理,并从政策、文化产业融资、人才培养和文化产业集群等方面对如何实现文化与科技的充分融合,提出了塑造文化品牌、增加文化产品科技含量和附加值的相关对策建议。     

谈金州龙舞的品牌保护与发展

金州龙舞是国家级非物质文化遗产,是一种很具特色的民间艺术形式。文章追溯了金州龙舞的历史渊源,阐述了它的制作工艺,分析了它的品牌价值,提出了金州龙舞晶牌的保护与发展策略。     

Style synthesis and analysis of car designs for style quantification based on product appearance similarities

Understanding how similar design appears is a key element to understanding companies’ design strategies. However, it is difficult to evaluate companies’ design strategies with conventional style measurement methods since they only taxonomically measure whether a specific characteristic is included in a specific style. This study numerically measured car design similarities to synthesize and analyze car brand styles, thereupon discovering the design trends among car brands for strategic design positioning. This paper aims to find methods for quantifying style differences and identifying unique design elements of car designs among 23 automobile manufacturers based on design similarities of a large quantity of car designs (N = 119). To achieve this goal, a hybrid style quantification methodology – a mixture of Fourier decomposition, eye tracker, and shape grammar – was created to evaluate similarities, visual significance, and combinations of 19 car design elements. Fourier decomposition was incorporated to find the quantifiable values of design similarities of car design elements. Visual significance analysis was also conducted for each car design element through eye tracker to measure the importance of certain design elements for weighting factors. Then, each combination of design elements was compared with car design elements of other cars for similarity calculations. Finally, car design alternatives were synthesized, and transitions of design positioning were analyzed based on the similarity values weighed by the visual significance results. Using the suggested methods, alternate designs can be synthesized while preserving brands’ design styles, and design trends can be analyzed for strategic evaluation.     

The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of e-banking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between trust and loyalty, and between satisfaction and loyalty. As the structural form coefficients demonstrate the direct relations between our research constructs, the reduced form estimates further disclose the total impacts of the quality of e-banking service on trust, satisfaction, loyalty, and brand equity, respectively. The results indicate that the perceived quality formed through interaction with an online banking service positively affects customer trust and satisfaction, which in turn influence loyalty and brand equity. The significant simultaneous relationships between trust and loyalty, and between satisfaction and loyalty, are confirmed by our data, implying that these relationships must be determined simultaneously, rather than sequentially.     

项目CAID装饰设计子系统的研究与应用*

阐述了装饰设计在产品设计中的作用及计算机辅助装饰设计的类型。针对不同的装饰类型提出了不同的解决方案;对于色带装饰采用基于纹理映射的方法;对于标志装饰,提出了非矩形贴图算法。自行开发了CAID软件系统中的装饰设计子系统。经实际应用证明,该系统可有效地辅助工业设计师进行装饰设计。     

桂林和北海旅游目的地品牌竞争力比较研究

本文在总结前人相关研究成果的基础之上,运用线性加权综合法详细测度和对比分析了广西桂林和北海两个旅游目的地品牌竞争力状况,找出桂林和北海旅游目的地品牌竞争力的影响因素,最后提出了桂林和北海旅游目的地品牌竞争力提升策略。     

产业集群区域品牌建设路径研究

当前,产业集群已经成为一种世界性的经济现象,这些产业集群通过其”羊群效应”的释放,有效促进了地区经济的发展。而区域品牌是产业集群与市场营销发展到一定阶段完美结合的产物,无论是理论界还是企业界都比较一致的看法是,区域品牌建设是现在乃至今后区域经济发展与集群内企业做大做强的主要途径。但目前理论界的研究视角均忽视了企业品牌在创建区域品牌中的重要作用,故本文提出了”依托企业品牌建设区域品牌”的区域品牌建设路径,并阐述了该路径的优势以及实施的关键环节。     

打造民族品牌，提升中国企业竞争力

中国民族品牌在激烈竞争的本国市场上曾一度衰微。面对挑战，应充分认识到打造民族品牌的重要意义，并分别从政府和企业等多面共同努力来打造民族品牌，提升中国企业的竞争力。     

What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products

In the global market, consumers are exposed to multiple brand names in unfamiliar languages. Even meaningless words can trigger certain semantic associations. This phenomenon is known as sound symbolism, i.e., the direct link between a sound and a meaning. Sound symbolism helps consumers to form product expectations based on unfamiliar brand names. Product expectations can be also formed based on various elements of packaging design, including colours, shapes and materials. This study investigated the effects of unfamiliar brand names (“Asahi” vs. “Ramune”), package shapes (round vs. angular) and product types (muesli cookie vs. butter cookie) varied in perceived healthiness (low vs. high) on perceived product healthfulness, product evaluation, taste expectations and purchase intention. General health interest (GHI) was used as the moderating variable. The results showed that package shape and product type significantly influenced the perceived product healthfulness of the two experimental products. Brand name alone did not affect consumer responses. However, the congruent combination of product shape and brand name (round “Ramune” cookie) was preferred to incongruent combinations. Furthermore, the congruent combinations (“Ramune” butter cookie and “Asahi” muesli cookie) were expected to taste better and were more likely to be purchased compared to incongruent combinations. These results suggest that congruency between the type of product, brand name, and package design is important for creating a successful brand strategy. The study also showed that the effects of sound symbolism and congruency on perceived product healthfulness are more pronounced for consumers with low interest in healthy eating. However, further research is needed to generalise our results to other product groups.