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2004 |
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required. |
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| Media and
Cultural Studies |
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2004
- The development of a particular brand identity of White Flower
and its
effectiveness |
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Today, White Flower is a well-known Chinese traditional,
historical medicine in the world. A small, square, transparent
glass-bottle entitled with a brand name "Hoe Hin Pak Fah Yeow"
is quite familiar to all of us. The brand name of White Flower
has been successful in the market since the establishment of
their first corporation in 1927. Up to now, many customers,
especially the old generation, still enjoy to use their
products. In this paper, the reasons of choosing White Flower
and the background of White Flower will be firstly introduced,
and followed by a fruitful literature review and methodology.
Finally, the brand of White Flower will be dealt with to explain
how a specific brand identity of White Flower can be created and
consolidated over time in the market. And, the perception of
White Flower, as the conclusion, will evaluate the effectiveness
of branding. |
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| 2004
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Questioning the domination of Hollywood Film |
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When most
people are all together celebrating the domination of
globalization in our World, I am, on the contrary, standing in a
totally different stage to question the phenomenon of
globalization, Hollywood, named as an example. In fact, if we
try to position Hollywood in the rapid development of
globalization in terms of the conglomeration of Hollywood versus
the development of technology and decline of movies-going,
standardization versus pluralism and First World versus Third
World, properly, we will not surprise to find out that Hollywood
is not really dominated in the market. In other word, Hollywood
is challenged and meanwhile, being forced to have a change.
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| 2004
- Shanghai's BaoBei |
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"Marketing" is a term which is always
defined in numerous ways to different professionals, such as,
enterprisers, shareholders, managers, workers, customers, in
terms of different positions, financial sector, management
sector, accounting sector, etc, who are engaged in the market.
A. Baverstock mentioned "The aim of marketing is to define and
satisfy the customer's needs better". Hugh Davidson defined
marketing as "the process of balancing the company needs for
profit against the benefits required by consumers, so as to
maximize long-term earnings per share." Moreover, Philip Kotler
stated that "marketing is a social and managerial process by
which individuals and groups obtain what they need and want
through creating, offering, and exchanging products of value
with others." Above all, marketing involves the study of
relationship between producers and customers, and can be
understood as an "exchange" business with compromise between
each other. Considering the possibilities of mutual benefits,
different companies are hence established. The relationships
between different companies are actually very complex, such as,
competitions, complements or others. Under the severe
competitions, different strategies, including promotional
strategies, are inevitable emerged. In addition, the 21st
century, today there are more and more "new voices" in the
market: Weihui's Shanghai's BaoBei is a typical example in
recent year. |
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| 2004
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Consumer Culture: Book publishing industry |
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What is consumer culture? And how it
relates to lifestyle? Before outline their relationship, the
term "consumer culture" should be defined first. Actually,
consumer culture can be defined in many possible ways for
different aspects. However, the most concern in my paper is
sociological and cultural meanings:
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Consumer culture is the culture of
consumers which is a study of the production and
consumption;
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Consumer culture is mainly generated
from production and consumption processes which involve
different social needs and functions. Therefore, it concerns
the result of consumption of buyers and the motivations of
the production of sellers;
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Consumer culture is not only the
understanding of use-values in economic sense, but also the
study of latent meanings in cultural sense;
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Consumer culture is a life project
which involves customers¡¦ habit, taste and preference which
affect their purchasing behaviors and consumption patterns.
Meanwhile, it examines the relationship between consumption
patterns and social groups, states and classes;
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Consumer culture represents the
lifestyle of different consumers and displays their
individuality. And, it is the consumption of commodity-sign
which might be generated, encoded, or produced by producers;
Five possible ways of understanding
consumer culture are addressed above. In the following, these
five meanings of consumer cultures will be involved in the case
of book publishing industry through understanding how "cultural
intermediary", book publishing, markets their books to cope with
the acquirement of "lifestyle" consumption, the
interrelationship between publishers and consumers and how
consumers identify themselves through consuming books. |
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