Research Frontiers on the International Marketing Strategies of Chinese Brands (eBook, ePUB)

Redaktion: Hu, Zuohao; Yang, Zhilin; Chen, Xi

• Format: ePub

Produktbeschreibung

This book proposes a theoretical framework for internationalization strategy of Chinese brands and brand performance. It explores several key internationalization strategies e.g. standardization versus adaptation and OBM export versus OEM export. It examines the relationships between international marketing mix e.g. distribution channel and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 222
• Erscheinungstermin: 5. August 2016
• Englisch
• ISBN-13: 9781317205920
• Artikelnr.: 45682962

Autorenporträt

Zuohao Hu, Ph.D, Kyoto University, is professor of Marketing at School of Economics and Management of Tsinghua University. His research interests are Marketing Strategy, International Marketing, Channel Management and Brand Strategy. Chen Xi, Ph.D, Tsinghua University, is associate professor of Marketing at the Business School of the China University of Political Science and Law. Her expertise is in consumer behaviour, international marketing, real estate marketing, and branding strategies. Zhilin Yang is professor of Marketing at City University of Hong Kong. His expertise is on international marketing strategy.

Inhaltsangabe

Chapter 1 Main Topics and Research Framework of Chinese Firms'
International Branding Strategies Introduction 1.2 Literature Review on
Chinese Firms International Branding Strategies 1.2.1 Research on the
Selection Modes of International Branding Strategy 1.2.2 Research on Key
Determinants of International Branding Strategy Choice and Its Relationship
to Performance 1.2.3 Case Studies of Internationally Established Brands 1.3
Theoretical Framework of Chinese Firms's International Branding Strategies
1.3.1 International Branding Strategies 1.3.2 Relationship between External
Environmental Determinants and International Branding Strategy Choice 1.3.3
Relationship between Internal Organizational Determinants and International
Branding Strategy Choice 1.3.4 Relationship between International Branding
Strategy Choice and Export Performance Chapter 2 Development and Main
Contents of International Branding Research 2.1 Introduction 2.1.1
International Branding in Practice 2.1.2 Academics-oriented International
Branding 2.2 Identification and Positioning of International Branding 2.2.1
Consumers' Attitude and Preference towards International Brands 2.2.2
Differences of Brand Image: International Brands vs. Local Brands 2.2.3
Standardization/Adaptation of International Branding 2.3 International
Brand Marketing Strategies 2.3.1 Entry Strategies of International Brands
2.3.2 Brand Alliance in the Context of Globalization 2.3.3 Where Are You
From? The Country-Of-Origin Effects in International Branding 2.4 Improving
and Maintaining Brand Power in the Internationalization Process 2.4.1
Maintaining Brand Vitality in International Competition: Brand Research and
Development 2.4.2 Brand Extension in International Market 2.4.3. Enhancing
International-Market-Based Customer Brand Equity 2.5 Summary and
Suggestions for Future Research Chapter 3 Two Perspectives of International
Marketing: Standardization versus Adaptation 3.1 Introduction 3.