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Research Frontiers on the International Marketing Strategies of Chinese Brands de Zuohao Hu

Research Frontiers on the International Marketing Strategies of Chinese Brands: China Perspectives

Editat de Zuohao Hu, Xi Chen, Zhilin Yang
en Limba Engleză Paperback – 28 apr 2020
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
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Specificații

ISBN-13: 9780367516666
ISBN-10: 0367516667
Pagini: 222
Ilustrații: 42
Dimensiuni: 156 x 234 x 12 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria China Perspectives

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Notă biografică

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.

Cuprins

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.

Descriere

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.