特色旅游目的地品牌形象研究现状及发展趋势

特色旅游目的地品牌形象的构建在全域旅游和目的地品牌化进程中发挥着重要作用。目前,国内外关于特色旅游目的地品牌形象的研究相对匮乏,从特色旅游目的地的概念、类型和旅游目的地品牌形象的概念、影响因素及评价等方面进行梳理总结,可为特色旅游目的地品牌形象后续研究奠定理论基础。     

老字号二维分析模式探讨

以事业领域中的市场机会和核心能力两个因素为标准,可以将老字号企业分为四类:市场机会和核心能力仍然存在的明星类企业;市场机会逐步消失,但是核心能力仍然存在的种子类企业;市场机会仍然存在,但是核心能力基本消失的品牌类企业;市场机会基本消失,同时核心能力也基本消失的转型类企业。这一分析模式不仅能更科学地体现出老字号之间的差别,也揭示出寻求自身禀赋和发展环境的协调是老字号未来发展的必由之路。     

品牌商标翻译的创造性及其理据

翻译理论界一直把"忠实"作为翻译的一个基本原则。然而在翻译实践中,绝对的忠实是行不通的。为了提高译文的可接受性,译者常常要进行创造性的翻译。品牌商标的翻译就是一个典型的例证。其创造性体现在语音、词形、语义等各个层面,不仅能使译文读者产生积极的联想,而且有利于提高译文的接受效果,同时,也具有语言、文化、心理、美学等方面的理据和较高的译学价值。     

猪肉工贸企业在北京市场实施生鲜 猪肉品牌战略的思考

品牌战略已经成为新世纪中国企业竞争的战略和手段之一。文章在市场调查的基础上,从北京市场上实施生鲜猪肉品牌战略的意义和有利因素入手,分析了北京市场上猪肉品牌的现状和猪肉工贸企业品牌战略实施中存在的问题,提出了猪肉工贸企业在北京市场实施生鲜猪肉品牌战略的重点策略。     

品牌商品价值的来源及形成

品牌对企业有重要的价值,这一点无庸质疑。一旦某一产品成为品牌商品,它将给企业带来超出无品牌产品销售的溢价收益。品牌价值源于品牌的资产价值,它的变化将直接增加或减少公司的货币价值,这一价值无疑是生产者的特殊劳动创造的。同时,品牌商品价值也源于市场,即消费者对品牌的认可、信赖与忠诚。品牌商品价值的形成是以前者为根基、二者相互作用的结果。     

高职院校继续教育政企培训品牌建设探析

北京财贸职业学院继续教育政企培训项目,注重市场开拓和项目培育,依托学院办学定位和特色,实现了规模式增长和社会服务收入的不断增加。如何在保持增长的同时,充分利用外部大环境产业转型提供的契机,调整和优化培训结构,实现从外延式发展到内涵式提升的可持续发展,完成培训品牌的培育和建设,是摆在未来发展之路上亟需面对的问题,也是关系到政企培训项目能否做大做强的关键。在政企培训项目品牌培育和建设之路上,需要树立企业管理的战略思维,从市场环境、产品定位、资源整合、人才建设等方面加强管理。     

高校品牌学专业建设理论与实践研究

当前品牌学专业人才的极度匮乏,已成为制约我国品牌理论创新和品牌事业发展的关键因素。人才培养以专业建设为依托和保证,专业建设则以学科建设为基础和前提。在对高校品牌学专业建设的背景、品牌学专业人才培养的现状以及品牌学专业人才的市场需求等问题进行剖析的同时,结合实际,探讨和设计了该专业的人才培养方案。     

试论常州餐饮业的特征与发展策略

通过对常州餐饮业发展现状的阐述,概括当前常州餐饮市场的主要特征,并分析未来发展的思路,提出了进一步发展常州餐饮业的若干策略。     

E-Racing together: How starbucks reshaped and deflected racial conversations on social media

In March 2015, Starbucks introduced its #RaceTogether campaign to encourage patrons to discuss race and ethnicity in global culture. Public reaction to #RaceTogether was largely critical and resulted in Starbucks' abandoning the campaign within a year. Through an analysis of 5000 #RaceTogether tweets, this study examines how users engaged the campaign and each other. This study draws three conclusions. First, most #RaceTogether posts featured extremist and racist positions. Second, #RaceTogether posts deflected race conversations and critiqued the organizations role in national racial discourses. Finally, posts in the digital space critiqued Starbucks as a location for inter-racial dialogue because of brand perception.This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.     

Consumer perceptions of luxury brands: An owner-based perspective

To deepen theoretical and practical understanding of consumers' perceptions of luxury brands, prior marketing literature has investigated the financial, functional, individual, and social dimensions of the luxury value construct. However, it has not considered the owners of luxury brands or detailed the moderated effects of luxury value on related attitudinal outcomes. To address this gap, this study draws on an existing second-order conceptualization of luxury value to introduce and empirically examine an extended conceptualization of the owner-based luxury value (OBLV) construct. The study draws on brand equity theory to offer a conceptual model of the attitudinal outcomes of OBLV in terms of brand loyalty, brand attachment, brand community behavior, and brand engagement. Using unique data from 452 actual owners of three luxury brands (Cartier, Louis Vuitton, and Prada), the authors confirm the predicted attitudinal outcomes of OBLV and reveal moderating effects of awareness of counterfeit existence. Their findings provide new insights and implications for luxury brand research and luxury brand managers. The research provides a richer understanding of OBLV and yields important managerial insights into how to influence luxury-seeking consumers' perceptions of, and attitudes to, luxury brands.