| 书目名称 | China Branding | | 副标题 | Cases from Zhejiang | | 编辑 | Martin J. Liu,Jun Luo | | 视频video | | | 概述 | Analyzes the place branding strategy employed by the Zhejiang Provincial Government in the launch of the "ZhejiangMade" brand.Explores the challenges faced by Chinese enterprises in challenging existi | | 图书封面 |  | | 描述 | 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. | | 出版日期 | Book 2019 | | 关键词 | Marketing; Branding; Chinese brands; citizens as consumers; Chinese national brands | | 版次 | 1 | | doi | https://doi.org/10.1007/978-981-13-9318-1 | | isbn_softcover | 978-981-13-9320-4 | | isbn_ebook | 978-981-13-9318-1 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapor |
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发表于 2025-3-21 19:24:40
