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中国转型经济环境下城市消费者的品牌原创地知识研究及其启示

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摘要 品牌原创地概念是国际营销领域热烈研究的议题。本研究首次在中国对消费者的品牌原创地知识进行调查,发现一些中国转型经济特有的现象,并且针对中外品牌(特别是本土品牌走向国际市场)的跨国营销在品牌原创地方面提出了三种战略:突出战略、掩盖/迷惑战略、改变战略。
作者 朱凌 陆雄文
机构地区 华东理工大学商学院 复旦大学管理学院
出处 《市场营销导刊》 2008年第1期51-57,共7页
关键词 品牌原创地 跨国营销
分类号 F713.50 [经济管理—市场营销]
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参考文献14

  • 1王海忠,赵平.品牌原产地效应及其市场策略建议——基于欧、美、日、中四地品牌形象调查分析[J].中国工业经济,2004(1):78-86. 被引量：129
  • 2朱凌,王盛,陆雄文.中国城市消费者的中外品牌偏好研究[J].管理世界,2003,19(9):122-128. 被引量：31
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二级参考文献24

  • 1中外品牌大战狼烟四起[J].中华儿女,2002,0(17):12-13. 被引量：2
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市场营销导刊
2008年 第1期

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