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. |
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第 1 到 5 筆結果,共 50 筆
... users ( " Shichang " 2005 ) . Gaining volume in the low - end market has indeed become a vital strategy for multinational clients whose profits previously came exclusively from premium consumers ( Zang and Cheng 2005 ) . This emerging ...
... user through a gifting culture and through " face " consumption ( Lu Taihong 2005 ) . The traits of gifting and " face consumption " ( mianzi xiaofei ) are key to our understanding of consumer behavior , especially dur- ing festival ...
... 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 Chinese ...
... USER - GENERATED CONTENT Just as the Chinese " middle class " is not going to double in a de- cade or two , digital individualism is not going to take root anytime soon . And yet if Generations X and Y ( those born between 1978 and 2000 ) ...
... users . In China , large - scale audience participation points to mobile media rather than to digital media . The Super Girl phe- nomenon is a case in point . A Chinese spin - off of the U.S. television show American Idol complete with ...
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 | |