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 58 筆
... tion - centered approach thus necessarily gives priority to the con- sumer point of view . My observations about Chinese consumers take various shapes in different chapters . Chapter 2 dwells on wo- men consumers , Chapter 3 on mass ...
... tion ... I mean that in China , the competitive advantage of white- collar and gold - collar brands is [ actually ] very weak . And yet [ man- ufacturers and marketers ] don't give a damn [ about ] the blue - collar market . Well , they ...
... tion of the user and the purchaser persists from one era to the next . The Cultural Revolution did not succeed in eroding the fundamen- tals of the Chinese " four olds " culture.13 Given that there is no real off - season for gifting in ...
... tion . A useful analytical model on that subject is provided by Lu Taihong : • Generation X : Born between 1977 and 1989 , they make up 23 percent of Chinese consumers ; • Chinese baby boomers : Born between 1961 and 1976 , they make up ...
... tion Y. If audience participation is not brought into the picture , pro- ducer - driven branded entertainment like the S.H.E. and Birdman spots may look like passive content of little interest to highly inter- active end - users . In ...
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 | |