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brand Marketing Strategies in the Export of Maoming Litchi

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Asian Agricultural Research 2010年第4期2卷 13-16页

作者： WU Xiao-lin School of Economics and Management,Maoming University,Maoming 525000,China

The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standardized mass production ensures the safety of the products;the products go to market early with a broad range of sales;it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China,the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then,based on these,the thesis analyzes the existing problems in the export of Maoming Litchi:first,lack of brand awareness results in products with no brand;second,the instability of quality acts as a drawback to the exportation;third,fresh litchis are the main exportations,and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization,seize new opportunities for economic development,promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology,corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis:first,to enhance brand awareness and make it a famous brand;second,to build bases for litchis' export and make Chinese litchis known worldwide;third,to pay intensive attention to the preservation of litchis and propel industrial management;fourth,to improve the market distribution system and open up the international market.

关键词： Maoming Export of litchis brand strategies Standar

Analysis of brand Management Application in Enterprises in Republic of Srpska

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Economics World 2017年第3期5卷 213-224页

作者： TERZIC Svetlana University of East Sarajevo Doboj Republic of Srpska B&H

The economy of Republic of Srpska is in state of transition with tendency of gaining membership in EU; and also with tendency of expending the market. Therefore, it is necessary to develop the economy and means of competition which bring the value to the enterprise, and are also accepted in world＇s market. Also, the current state of the economy of Republic of Srpska has many problems and one of them are definitely the products which are not enough prepared through marketing, as well as the ignorance of problems and strategy of brand management, which will be presented in the paper. In other words, by focusing on the brand value and favorizing the factors which determine that value, it is possible to increase the income of domestic enterprises.

关键词： brand branding nonmaterial property enterprise buyers

Visible and Near-Infrared Spectroscopic Discriminant Analysis Applied to brand Identification of Wine

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American Journal of Analytical Chemistry 2020年第2期11卷 104-113页

作者： Sixia Liao Jiemei Chen Tao Pan Department of Biological Engineering Jinan University Guangzhou China Department of Optoelectronic Engineering Jinan University Guangzhou China

High-end wine brand is made through the use of high-quality grape variety and yeast strain, and through a unique process. Not only is it rich in nutrients, but also it has a unique taste and a fragrant scent. brand identification of wine is difficult and complex because of high similarity. In this paper, visible and near-infrared (NIR) spectroscopy combined with partial least squares discriminant analysis (PLS-DA) was used to explore the feasibility of wine brand identification. Chilean Aoyo wine (2016 vintage) was selected as the identification brand (negative, 100 samples), and various other brands of wine were used as interference brands (positive, 373 samples). Samples of each type were randomly divided into the calibration, prediction and validation sets. For comparison, the PLS-DA models were established in three independent and two complex wavebands of visible (400 - 780 nm), short-NIR (780 - 1100 nm), long-NIR (1100 - 2498 nm), whole NIR (780 - 2498 nm) and whole scanning (400 - 2498 nm). In independent validation, the five models all achieved good discriminant effects. Among them, the visible region model achieved the best effect. The recognition-accuracy rates in validation of negative, positive and total samples achieved 100%, 95.6% and 97.5%, respectively. The results indicated the feasibility of wine brand identification with Vis-NIR spectroscopy.

关键词： Wine brand Identification Visible-Near Infrared Spectroscopy Partial Least Squares Discriminant Analysis Waveband Selection

The Influence of Culture and Biographical Variables on the brand Image of Google and Baidu: An Exploratory Study in Guangzhou,China

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中国市场 2014年第9期 8-20页

作者： Rayne Cyla Handley Nicholas James Raw Mattheus Louw Lynette Louw 罗德斯大学

The study found significant correlations between the culture dimensions of Confucian work dynamism,humanheartedness and moral discipline and the brand image dimensions of online search *** was also found that several significant relationships exist between the biographical variables of age and education and the brand image dimensions,and that culture and biographical variables have a linear relationship with brand *** findings highlight that culture and biographical information can influence Chinese consumer perceptions of an international or local *** thus need to align their brands with the culture and biographical profile of their target markets.

关键词： Cross - cultural management brand image China

Consumer Knowledge, brand Image, Openness to Experience and Involvement: A Case in Cosmetic Consumption

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Journal of Cosmetics, Dermatological Sciences and Applications 2017年第4期7卷 349-361页

作者： Ya-Chen Lu Kuan-Nien Chen Bayer Taiwan Company Ltd. Taiwan Kaohsiung Medical University Taiwan

The study adopted the theory of planned behavior (TPB) as research model to inspect what factors would influence consumers to purchase cosmetics by adding brand image, involvement, consumer knowledge and openness to experience to the model. A 7-point Likert scale questionnaire was designed to measure TPB items and totally 400 valid respondents were collected online. The results show that among the above, only “perceived behavioral control” has positive influence on intention of purchasing cosmetics. Neither attitude nor subjective norm has significant influence on purchasing intention. In addition, brand image and involvement have no significant influence on purchasing intention but consumer knowledge and openness to experience were found to have positive influence on purchasing intention.

关键词： Theory of Planned Behavior Cosmetics brand Image Involvement Consumer Knowledge Openness to Experience Consumer Behavior

Research on brand Construction of Geographical Indication of Agricultural Products in China under the Background of Rural Revitalization

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Agricultural Biotechnology 2022年第5期11卷 92-100页

作者： Yajing REN Jinghua YANG Shuo CHEN Fengying GONG Institute of Agricultural Economics and Development Chinese Academy of Agricultural SciencesBeijing 100000China School of International Tourism Hainan UniversityHainan 570000China

Geographical indications of agricultural products carry the unique product value accumulated in history. Relying on them to build regional brands is a powerful way to achieve stable income increase of farmers and sustainable development of agriculture. This paper summarized the development of geographical indications of agricultural products in China, and reviewed the development status of overall growth, significant regional differentiation and uneven categories. On the basis of affirming the necessity of brand building of agricultural products, this paper concluded the branding dilemma of the loss of geographical indication resources, weak supervision and insufficient investment of agricultural products in China. Therefore, this paper introduced the idea of "new three Pin and one standardization", and further built a three-stage branding path of "germplasm discovery, quality control, and brand promotion". Based on this, a combination strategy from attaching importance to germplasm quality to formulating brand strategy and enhancing brand competitiveness was proposed. The staged branding construction provides new development ideas for the branding of geographical indications of agricultural products in China, draws out a reference plan for the development of China’s regional characteristic agricultural industry, and lays a solid support for the revitalization of rural industries.

关键词： Geographical indication of agricultural products brand New three Pin and one standardization Construction path

Regional brand and High-quality Development of Fruits in Ethnic Areas of the Yangtze River Economic Belt under the Greater Food Approach

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Asian Agricultural Research 2024年第3期16卷 1-7页

作者： Li GAO Jianjun ZHANG Yuanpeng SUN Zhiyang LIU Zhiguo SUN Hubei University of Science and Technology Xianning 437100China

Establishing the Greater Food Approach and promoting the Yangtze River Economic Belt s national major regional development strategy can better support and serve the agricultural power and Chinese-style *** paper introduces the characteristics of fruit industry in 16 autonomous prefectures and 47 autonomous counties under the jurisdiction of the Yangtze River Economic *** studies the intellectual property resources of brand marks from the aspects of geographical indications,collective trademarks,certification trademarks,well-known trademarks in China and national design patents,and analyzes the main problems of brand and high-quality development of fruit industry in these ethnic autonomous ***,it puts forward some strategies,such as improving the protection of intellectual property rights of geographical indications,using intellectual property rights of brand signs,building modern seed industry upgrading project,drawing lessons from the experience of thousand villages demonstration project,ensuring that large-scale poverty does not occur,and building a diversified food supply system.

关键词： Greater Food Approach Fruit industry Regional brand The Yangtze River Economic Belt Ethnic areas

Orient International(Holding):From a National brand to a Global Manufacturer

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China News Release 2022年第10期 14-17页

作者： Zhao Huiying 不详

China’s textile industry,one of the main national industries in modern China,rose in Shanghai in the 1870s,and has since played an important role in the process of China’s national rejuvenation and industrial *** 18... 详细信息

关键词： brand modernization military

Research on representative brand and operation mode of second-hand clothing in Europe

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服饰导刊 2020年第3期9卷 23-32页

作者： Ying Tang Arturo Dell'Acqua Bellavitis Key Laboratory of Science&Technology of Eco-Textile Jiangnan UniversityWuxi 214122 China Politecnico di Milano School of DesignMilan 20158 Italy

In order to study the current situation and operation mode of second-hand clothing brand in Europe,this paper makes a field investigation on the second-hand clothing shops in European *** classification of the inspected shops,five representative brands with certain popularity and influence and different operation modes in Europe are selected out from high-grade antique boutiques,non-profit charity organizations,professional retailers and middle-grade consignment shops in the second-hand clothing *** paper analyzes and discusses the development history of stores,the source of goods,the form of stores,and the operation mode,so as to provide a reference for the development and standardization of the second-hand clothing market in China.

关键词： Europe second-hand clothing brand operation mode