Thematic Research on Brand Management in Chinese Market - Li, Lydia Qianqian
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Some changes are ongoing in current Chinese market, including but not limited to the following facets: the gap between Chinese local brands and global brands is narrowing, which brings positive impact on consumers' preferences toward local brands; new consumption brands are growing fast and also meeting with challenges of gaining more loyal consumers; there has been great challenges for Chinese traditional local brands to renew themselves and grow; and private brands of retailers are facing with severe competition from national brands. This book conducted several studies covering these brand…mehr

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Produktbeschreibung
Some changes are ongoing in current Chinese market, including but not limited to the following facets: the gap between Chinese local brands and global brands is narrowing, which brings positive impact on consumers' preferences toward local brands; new consumption brands are growing fast and also meeting with challenges of gaining more loyal consumers; there has been great challenges for Chinese traditional local brands to renew themselves and grow; and private brands of retailers are facing with severe competition from national brands. This book conducted several studies covering these brand management topics in Chinese market, aiming to shed lights on both theoretical understanding and practical implications on brand management issues.
Autorenporträt
Lydia Qianqian Li is an associate professor inShanghai University, China. She holds her PhD in international business, and her research focuses on international marketing, consumer behaviors and business ethics especially in emerging markets.