Brand New China: Advertising, Media, and Commercial CultureHarvard University Press, 2010年4月10日 - 432 頁 One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. |
搜尋書籍內容
第 1 到 5 筆結果,共 45 筆
... heart of marketing with Chinese characteristics . Cor- porate branding of star enterprises like Lenovo and Haier relies 1 heavily on the disciplining power of corporatized Mao - speak Introduction: Framing Chinese Advertising.
... Lenovo a brand ? No. Is Haier a brand ? No. They are brand names that aspire to be brands . But they [ the Chinese ] have to un- derstand that branding is about the relationship with people both intellectually and emotionally . They ...
Advertising, Media, and Commercial Culture Jing Wang. Lenovo were really nothing more than famous trademarks . They asked , further , whether corporate China had fallen victim to vicious pricing competition . If Asia's trading culture ...
... Lenovo ( computers ) . Central to my exploration is the debate over the conceptual divide between corporate branding and product branding . I devote an entire chapter to corporate branding in part to demonstrate the lessons we can learn ...
... Lenovo triggered by Chinese bloggers . Chapter 5 treats an understudied subject : the reciprocal relation- ship between lifestyle cultures and marketing through an examina- tion of bobo fever in urban China . How did an imaginary class ...
內容
Local Content | 36 |
Positioning the New Modern Girl | 68 |
The Synergy Buzz and JV Brands | 108 |
Storytelling and Corporate Branding | 144 |
Bourgeois Bohemians in China? | 180 |
Hello Moto Youth Culture and Music Marketing | 211 |
CCTV and the Advertising Media | 247 |
Countdown to the Olympics | 288 |
Notes | 315 |
357 | |
Acknowledgments | 393 |
399 | |