中国的品牌命名--十类中国产品品牌名称的语言学分析

本文用语言学的分析方法分析了十类产品品名(共计1304个)的语言结构.这十类中国产品可分为三组,分别代表中国消费品的三个发展阶段传统产品(例如火柴和酒)、传统但有新发展的产品(例如自行车、鞋类、牙膏)和现代化的产品(例如化妆品、软饮料、洗衣机、电冰箱、电视机).本文的结论是中国品牌命名首先受汉语语言的音节、声调及构词法的特性的支配,同时,产品在中国市场经济中的发展阶段也是品牌命名中的一个重要因素.     

一夜成"名"天下知--好名字带给你的好处

好的命名,可以令商品复活,在一目了然中抢尽商机。我们已迎来一个"形象挂帅"的时代,名正言才会顺,这是企业获胜的头一关。 提升商品档次和品味 人们从品牌名称中就能解读出商品的特点个性,解读品牌文化和企业的文化。     

浅谈博客营销对品牌的影响

随着博客的日益普及化,博客的生机也日益显现出来。特别在市场营销领域,博客营销所引领的口碑营销更是容易被大众广泛接受。博客营销的形成和发展势必会给各个品牌带来一定的影响。本文试图从强势品牌和弱势品牌两个方面来阐释博客营销对于品牌商品的影响,并且对于未来品牌趋势做一个大胆的预测。     

机遇还是危机——博客营销对品牌的影响

随着博客的日益普及化,博客的生机也日益显现出来。特别在市场营销领域,博客营销所引领的口碑营销更是容易被大众广泛接受。博客营销的形成和发展势必会给各个品牌带来一定的影响。本文试图从强势品牌和弱势品牌两个方面来阐释博客营销对于品牌商品的影响,并且对于未来品牌趋势做一个大胆的预测。     

基于品牌管理战略的企业市场营销及创新策略探究

品牌在当今商业环境中扮演着重要角色,不仅是产品或服务的象征,还代表了企业的价值观和承诺。市场营销和创新是品牌成功的关键步骤,市场营销策略涉及市场定位、品牌传播和数字营销等多个方面。通过正确的市场定位,企业能够找到目标受众并满足其需求。品牌传播则通过广告、公关和社交媒体等方式来树立品牌形象,吸引客户的关注。基于此,文章阐述品牌管理战略及市场营销的基本概念,分析市场营销的重要性,并提出基于品牌管理战略的市场营销及创新策略,旨在为相关工作人员提供借鉴,并助力企业经济效益进一步提高。     

关于市场营销的发展方向分析

笔者介绍了市场营销理论的基本理论,分析了市场营销发展的特点,包括全员参与性、创新性、动态性、相关性等,着重阐述了市场营销发展的新趋势,包括市场营销国际化,品牌趋向全球一致,形成数字化分销渠道,高科技市场营销等,以及其他的一些趋势。对市场营销发展趋势的准确把握,有利于企业制定适宜的营销策略和手段,在商业经营中取得更大的发展和成功。     

浅析我国自主品牌国际市场营销策略的实施

本文分析了我国自主品牌的国际市场营销策略,提出了重塑中国企业自主品牌的国际营销观念、强化知识产权保护体系缔造品牌成长空间、重视中国企业自主品牌的资产管理、注重企业内部和新人才的积累以及构建保护创新的文化氛围等具体措施。     

试论医药院校市场营销专业建设存在的问题及对策

医药院校市场营销专业呈现定位有特色、医药背景突出、学生就业前景好的特点。在新医改背景下,市场营销专业面临着极大的发展机遇,亟需加强专业建设。当前,医药院校市场营销专业主要问题在于学校重视程度、师资队伍建设、实训体系、教材编写、学生专业思想等方面,可从完善专业学科整体建设、强化学生实训实践力度、健全专业师资队伍着手加强专业建设。     

莫让汉语沦为二等语言

近些年来,国内重视外语(尤其是英语)学习,而忽视汉语学习的现象愈演愈烈。笔者走访过十几个国家,发现许多民族都认为自己的母语是世界上最优美的语言。反观一些中国人,却总觉得汉字丑陋、汉语不科学。难道汉语真的是二等语言吗?炒起来的“英语热”毫无疑问,英语热是给炒起来的。因为目前国内教育、人事等部门规定了五花八门的英语考试,英语通不过就拿不到学位证、评不上职称、找不到工作,甚至有的大学规定,入党也要过四级!这么大张旗鼓地传播异邦语言,让人感觉到我们成了“英语殖民地”,仿佛“米字旗”、“星条旗”到处飘扬。英语是我们从幼…     

连锁经营企业品牌构建研究

连锁经营企业品牌对于企业经营发展至关重要,本文简单分析了连锁经营企业命名原则、品牌管理、连锁品牌的受益者及其品牌维护者等方面。     

Employer branding practices for young talents in IT companies (Russian experience)

This article discusses the current Russian experience of information technology (IT) companies in building employer branding practices to attract and retain young talents. Focusing on generation theory and employer branding perspective, we identify the core employment values and preferences of young IT-professionals and consider the efficient employer branding tools used by three IT companies to cooperate with them in the conditions of ‘war for talents’.     

Designing brands and managing organizational politics: A qualitative case study of employer brand creation

This study explores intra-organizational processes and structures within the creation of an employer brand. Drawing on a practice perspective that analytically differentiates between practitioners, praxis, and practices, we present a qualitative case study of an employer branding project in a large industrial company. Our theorized account of the case demonstrates the managerial complexities and dynamics of employer brand creation. Based on a detailed content analysis, we identify three distinct sets of activities of employer brand creation: (1) defining and demarcating employer branding, (2) developing and maintaining cooperation within employer brand creation, and (3) confirming and contesting management ideas and structures beyond employer branding. Our study contributes to employer branding research by highlighting how employer brand creation is entangled within strategic, functional design of an employer brand and managing organizational power relations and differing interests. Furthermore, this study particularly emphasizes the emerging character of employer branding and the impact of an established social infrastructure within employer brand creation.     

Employer Branding: A Brand Equity‐based Literature Review and Research Agenda

Over the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer branding concept and its scope, which has impeded further theoretical and empirical advancement. To strengthen the foundation for future work, this paper takes a brand equity perspective to review the extant literature and create an integrative model of employer branding. Using an analytical approach, the authors identify 187 articles, which they integrate along different employer brand dimensions and branding strategies: (i) conceptual; (ii) employer knowledge dimensions; (iii) employer branding activities and strategies. On the basis of this review, the authors develop an employer branding value chain model and derive future research avenues as well as practical implications.     

“名字”,还是“卖点”,消费者如何加工双重信息?

在营销实践中存在大量的仿洋和仿古品牌名称,因为品牌名称作为信息确实会影响消费者的认知和态度。基于信息加工的角度,本文探讨了消费者如何加工品牌名称等多重信息。通过实验研究发现品牌名称与产品功能诉求在互补型匹配时传播效果更好,而且其效果具有一般性。这一结果有助于在更抽象的信息加工层面理解仿洋和仿古品牌名称的应用效果,因而更好地调控消费者的反应。     

Employer brand building for start-ups: which job attributes do employees value most?

Although attracting talented personnel is one of the biggest challenges for start-ups, little is known about how nascent ventures can successfully build an employer brand. This study investigates which distinctive job attributes start-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees’ perspective. Using conjoint analysis we demonstrate that a communal team climate and the early assignment of responsibilities are a start-up’s most attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job attributes, and by discussing how start-ups can make use of these attributes in their recruiting and employer branding activities.     

The Service Brand as Relationships Builder

This article examines the appropriateness of the notion and application of relationship marketing in various contexts. Theoretical and conceptual similarities between the broad notions of ‘the brand’ and of relationship marketing as risk reducers, simplifiers of choice and guarantee of quality are uncovered. We put forward a notion of relationship marketing as a further step in the branding process, whereby whenever perceived risk and consumer involvement are high, relationship marketing acts as a supplementary tool enabling consumers to maintain cognitive consistency and psychological comfort. Experts' opinions regarding branding in a service context expanded on these concepts. Especially for more intangible offerings, such as financial services, the experts stressed the use of corporate brand identity as the basis of relationship building both inside and outside the organization and as a means to achieve differentiation and provide the focus for homogeneous and consistent service delivery. Finally, we suggest the concept of the service brand as a holistic process beginning with the relationship between the firm and its staff and coming alive during the interactions between staff and customers.     

Emerging trends in US retailing

This article examines the trends shaping the retail environment as we enter the next century. A modified delphi approach was used to access managerial perceptions of the changing retail landscape. Changes in consumer markets, price and branding strategy, store formats, retail institutions and applications of technology were derived from the analysis. From this, a series of managerial considerations are proposed to focus retail managers on developing new strategies to position themselves effectively in the new global marketplace.     

Attracting talent through diversity at the top: The impact of TMT diversity and firms' efforts to promote diversity on employer attractiveness

At a time where firms encounter a “race for talent”, it is crucial for many MNCs to present themselves as attractive employers. Failing to position themselves in the international labor market can reduce firms' ability to acquire valuable international human capital, thereby generating disadvantageous organizational effects. Against this backdrop, drawing on signaling theory and employer branding literature, our paper aims to shed light on the association between nationality diversity in the executive suite and MNCs' employer attractiveness. Our lines of argument build on the notion that top management team composition can affect MNCs' efforts to promote diversity among their employees. This focus on diversity, in turn, can affect MNCs' employer attractiveness. Examining firms from various European countries, we find that top management team nationality diversity is positively associated with firms' employer attractiveness for foreign job seekers. We also show that a firm's efforts to promote diversity mediate the relationship between TMT nationality diversity and employer attractiveness. We therefore advance the academic debate on diversity as an employer branding tool and a means to enhance employer attractiveness. In practical terms, we also provide valuable insights for firms wishing to transform into (more) diverse entities.     

Entry Deterrence of Capacitated Competition Using Price and Non‐Price Strategies

We analyze the role of pricing and branding in an incumbent firm's decision when facing competition from an entrant firm with limited capacity. We do so by studying two price competition models (Stackelberg and Nash), where we consider the incumbent's entry‐deterrence pricing strategy based on a potential entrant's capacity size. In an extension, we also study a branding model, where the incumbent firm, in addition to pricing, can also invest in influencing market preference for its product. With these models, we study conditions under which the incumbent firm may block the entrant (i.e., prevent entry without any market actions), deter the entrant (i.e., stop entry with suitable market actions) or accommodate the entrant (i.e., allow entry and compete), and how the entrant will allocate its limited capacity across its own and the new market, if entry occurs. We also study the timing difference between the two different dynamics of the price competition models and find that the incumbent's first‐mover advantage benefits both the incumbent and the entrant. Interestingly, the entrant firm's profits are not monotonically increasing in its capacity even when it is costless to build capacity. In the branding model, we show that in some cases, the incumbent may even increase its price and successfully deter entry by investing in consumer's preference for its product. Finally, we incorporate demand uncertainty into our model and show that the incumbent benefits from demand uncertainty while the entrant may be worse off depending on the magnitude of demand uncertainty and its capacity.