1、附录一 During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization, sometimes are in deep love with completely localization. Neither of them is right. The authors take the case of Global brand strate
2、gy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of sixty global companies operating in Chinese market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a series of problems of operation of global bran
3、d strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs. The concept of geographical brand from the angle of marketing, and points out the real reason why there is no more than 10% sale of market enterprise brand
4、s are produced by inducing the mutual model of geographical brand through demonstrative research and make up the shortage of the research on influencing factors of the assimilation of enterprise brands under the situation of mutual geographical brand. By applying demonstrative research, it shows: th
5、e extent of the legislative object which is under the protection of national appellations of origin is too wide, and the creation of technology and the development of technology will be restricted； the naming of products should avoid the appellations of origin as much as possible； if the restriction
6、 of mutual geographical brand should not be broke through, the enterprise strategy to achieve the strong brand is dangerous. On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. Accordin
7、g to the regional socioeconomic situation, the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situations. Results in this paper promote
8、 the comprehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market. By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance fo
9、rms during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of asset specificity, environmental uncertainty and transaction frequency. During the different stages of industry lifecycle, it is the above three factors that coll
10、ectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterprise shall adopt. This article uses the multi-method to study the phase of consumers experiences after their impulse buying. We are trying
11、 to investigate, when the impulse buying occurred, how the result of the impulse buying influenced the consumers buying impulsiveness and normative evaluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would b
12、e influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attent
13、ion to the effect of mood on impulsive buying, but they did not study the process of it.Through introducing the mood self-regulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the cours
14、e at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided. Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only
15、those brands in consideration set can be bought ultimately by consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influence of product-harm cr
16、isis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai. Customers are likely to view the services as a bundle of attributes, which may differ in their contribution from the service evaluation and choice. In this article, we study the
17、attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional service. (2) med
18、ical quality is the most important aspect. The second is understanding and communication. The other three attributes are not so import. Building a model of customer decision-making behaviour to the international education industry for understanding the characteristics of this kind of decision-making
19、 behaviour. The results indict that the model as cultural value motivation intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abro
20、ad. Under the current competition environment, building good relationship with high value customers is an important way for enterprises to gain competitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the me
21、thod consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customers total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the k-means clustering method is used to partition customers into di
22、fferent clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy. This article expands the concept of brand in theory, gives the relation and harmony theory model of enterpr
23、ise innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterprises innovation ability and brand competitiveness. Based on the theories of marketing channel behaviors and relationship marketing, by testing hypotheses, this paper explores the i
24、mpact of relationship marketing orientation on a firms marketing channel behaviors. It found that, firstly, relationship marketing orientation has a positive effect on a firms exercises of noncoercive power, and has a negative moderate effect on the positive relationship between firms power and its
25、exercises of coercive power. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. And finally, a firms exercises of coercive power are positively related to the firms adoption of joint-planning approach, and the firms exercises of noncoer
26、cive power are negatively related to the firms adoption of joint-planning approach and positively related to the firms adoption of joint-problem-resolution approach. In this paper, the model of Revelation Principle in Game Theory is used into Market Segmentation. In the initial transaction, the monopolistic firm offers a menu of Marketing Strategies Portfolio designed according to the distribution of customers
