| TÃtulo : |
China Branding : Cases from Zhejiang |
| Tipo de documento: |
documento electrónico |
| Autores: |
Liu, Martin J., ; Luo, Jun, |
| Mención de edición: |
1 ed. |
| Editorial: |
Singapore [Malasia] : Springer |
| Fecha de publicación: |
2019 |
| Número de páginas: |
XV, 154 p. 42 ilustraciones, 29 ilustraciones en color. |
| ISBN/ISSN/DL: |
978-981-1393181-- |
| Nota general: |
Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. |
| Idioma : |
Inglés (eng) |
| Palabras clave: |
Marca (Mercadotecnia) Comportamiento del consumidor EconomÃa asiática Marca |
| Clasificación: |
330.95 |
| Resumen: |
Este libro ofrece una visión general del proceso de construcción de marca de las empresas manufactureras de la provincia de Zhejiang, China. Actualmente, hay varias empresas lÃderes en la industria que están tratando de construir sus propias marcas y fabricar productos de mayor calidad en Zhejiang. El primer capÃtulo se centra en la estrategia de marca de lugar empleada por el gobierno provincial de Zhejiang al lanzar la marca "ZhejiangMade" para mejorar la percepción de los productos fabricados por las empresas manufactureras de Zhejiang y promoverlos en los mercados nacionales e internacionales. En los nueve capÃtulos siguientes, los editores reúnen estudios de casos de nueve empresas lÃderes de Zhejiang, entre ellas Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli y Fotile, y brindan un análisis de su proceso de marca. Martin J. Liu es profesor de Marketing e Innovación y Decano Asociado de Investigación e Intercambio de Conocimientos en la Escuela de Negocios de la Universidad de Nottingham en China. Martin ha liderado el desarrollo de la "Academia de Marca Provincial de Zhejiang", una plataforma de investigación y educación cofundada por la UNNC y el gobierno provincial de Zhejiang en China. Jun Luo es profesora adjunta de Marketing y Emprendimiento en la Escuela de Negocios de la Universidad de Nottingham en China. Su investigación se centra en el marketing de servicios. Su trabajo de investigación en coautorÃa ha aparecido en revistas de marketing y gestión, entre ellas Journal of Business Research, International Journal of Production Economics y Asia-Pacific Advances in Consumer Research. |
| Nota de contenido: |
Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the "ZhejiangMade" Brand -- Case 2 Branding in the Context of Globalization: A Case Study of Baoxiniao -- Case 3 From No Body to Some Body: A Resource Based View Approach for the Branding of a manufacturer -- Case 4 Innovation in Environmental Technologies in China: The Case of Feida's Power Plant Pollution Control Equipment -- Case 5 Customer Orientation and Brand Performance: A Study of ROBAM -- Case 6 Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group -- Case 7 Crafting A Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd. -- Case 8 Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-term R&D Investment -- Case 9 Deli Group: A Five Force Behavioral Culture -- Case 10 Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building. |
| Tipo de medio : |
Computadora |
| Summary : |
This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the "ZhejiangMade" brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process. Martin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the "Zhejiang Provincial Branding Academy", a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China. Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research,International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research. . |
| Enlace de acceso : |
https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] |
China Branding : Cases from Zhejiang [documento electrónico] / Liu, Martin J., ; Luo, Jun, . - 1 ed. . - Singapore [Malasia] : Springer, 2019 . - XV, 154 p. 42 ilustraciones, 29 ilustraciones en color. ISBN : 978-981-1393181-- Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. Idioma : Inglés ( eng)
| Palabras clave: |
Marca (Mercadotecnia) Comportamiento del consumidor EconomÃa asiática Marca |
| Clasificación: |
330.95 |
| Resumen: |
Este libro ofrece una visión general del proceso de construcción de marca de las empresas manufactureras de la provincia de Zhejiang, China. Actualmente, hay varias empresas lÃderes en la industria que están tratando de construir sus propias marcas y fabricar productos de mayor calidad en Zhejiang. El primer capÃtulo se centra en la estrategia de marca de lugar empleada por el gobierno provincial de Zhejiang al lanzar la marca "ZhejiangMade" para mejorar la percepción de los productos fabricados por las empresas manufactureras de Zhejiang y promoverlos en los mercados nacionales e internacionales. En los nueve capÃtulos siguientes, los editores reúnen estudios de casos de nueve empresas lÃderes de Zhejiang, entre ellas Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli y Fotile, y brindan un análisis de su proceso de marca. Martin J. Liu es profesor de Marketing e Innovación y Decano Asociado de Investigación e Intercambio de Conocimientos en la Escuela de Negocios de la Universidad de Nottingham en China. Martin ha liderado el desarrollo de la "Academia de Marca Provincial de Zhejiang", una plataforma de investigación y educación cofundada por la UNNC y el gobierno provincial de Zhejiang en China. Jun Luo es profesora adjunta de Marketing y Emprendimiento en la Escuela de Negocios de la Universidad de Nottingham en China. Su investigación se centra en el marketing de servicios. Su trabajo de investigación en coautorÃa ha aparecido en revistas de marketing y gestión, entre ellas Journal of Business Research, International Journal of Production Economics y Asia-Pacific Advances in Consumer Research. |
| Nota de contenido: |
Case 1 Place Umbrella Branding and the Provision of Quality: A Case Study of the "ZhejiangMade" Brand -- Case 2 Branding in the Context of Globalization: A Case Study of Baoxiniao -- Case 3 From No Body to Some Body: A Resource Based View Approach for the Branding of a manufacturer -- Case 4 Innovation in Environmental Technologies in China: The Case of Feida's Power Plant Pollution Control Equipment -- Case 5 Customer Orientation and Brand Performance: A Study of ROBAM -- Case 6 Standing Out in the Crowd in the B2B Market: A Success Story from Xinhai Technology Group -- Case 7 Crafting A Successful Business Strategy: A Case of Zhejiang Yinlun Machinery Co. Ltd. -- Case 8 Weixing: A Plastic Pipe Industry Leader Who Succeeded with Manufacturing Upgrading and Long-term R&D Investment -- Case 9 Deli Group: A Five Force Behavioral Culture -- Case 10 Unravelling the Myth of Fotile: The Critical Role of Strategic Positioning in Brand Building. |
| Tipo de medio : |
Computadora |
| Summary : |
This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the "ZhejiangMade" brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process. Martin J. Liu is a Professor of Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Martin has led the development of the "Zhejiang Provincial Branding Academy", a research and education platform co-founded by UNNC and the Zhejiang Provincial Government in China. Jun Luo is an Assistant Professor of Marketing & Entrepreneurship at Nottingham University Business School China. Her research focuses on services marketing. Her co-authored research work has appeared in both marketing and management journals, including Journal of Business Research,International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research. . |
| Enlace de acceso : |
https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] |
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