Building Consumer Good Brands in China From the Perspective of Enterprises from Western Countries

Name: Building Consumer Good Brands in China
Author: Judith Frey

Auteur: Judith Frey

Taal: Engels

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Auteur: Judith Frey

Engels
Paperback
9783838679440
28 april 2004
148 pagina's

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Samenvatting

Inhaltsangabe: Abstract: Against the backdrop of the Western world's saturated and fatigued consumer goods markets, the evolving of China's new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers' general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall's, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western bra"

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Taal: en
Bindwijze: Paperback
Oorspronkelijke releasedatum: 28 april 2004
Aantal pagina's: 148
Illustraties: Nee

Betrokkenen

Hoofdauteur: Judith Frey
Hoofduitgeverij: Diplom.De

Overige kenmerken

Extra groot lettertype: Nee
Product breedte: 148 mm
Product hoogte: 9 mm
Product lengte: 210 mm
Studieboek: Ja
Verpakking breedte: 148 mm
Verpakking hoogte: 9 mm
Verpakking lengte: 210 mm
Verpakkingsgewicht: 200 g

EAN

EAN: 9783838679440

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Categorieën: Managementboeken

Sales & Marketing

Boeken
Taal: Engels
Boek, ebook of luisterboek?: Boek
Beschikbaarheid: Leverbaar
Studieboek of algemeen: Studieboeken

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