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 35 筆
... for you is eternal , " helped turn the health drink into a household name . By 1992 Apollo had trans- formed itself from a township village enterprise with assets of five million yuan ( $ 625,000 ) into a huge corporation Preface.
Advertising, Media, and Commercial Culture Jing Wang. million yuan ( $ 625,000 ) into a huge corporation with one billion ( $ 125 million ) . The tremendous success of its corporate identity strategy set off an emulative fever among ...
... yuan ( $ 120 ) per individual . Seventy percent of households reach an income of 3,000 yuan ( $ 365 ) per month . Their brand preferences lean toward domestic labels — Haier ( in white goods ) , Da Bao ( in cosmetics ) , Li Ning ( in ...
... yuan ( $ 58 ) for rural 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 ...
... . China CircIe ( Zhongguo yuan ) —a counterpart of MySpace — boasts of its ability to integrate product placement into Web 2.0 homepages . Seam- less integration of ads into a China Circle's user frame Introduction • 31 •
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 | |