浅谈品牌之美

通过近几年人们消费特点变化，针对企业品牌建设，从美学角度阐述了品牌塑造的必要和途径。     

建设自主品牌，提升出口商品竞争力

当前中国品牌的国际化水平较低，在国际市场上享有较高知名度和较大竞争力的品牌严重缺乏。尽管有上百种中国商品的市场份额占据世界首位，贴着“中国制造”的标签随处可见，却很少有人知道这是哪家中国企业生产，也说不清是哪个品牌产品和品牌制造商。面对中国“制造大国，品牌小国”的现状，其原因在哪裹？品牌到底在参与国际竞争申的作用有多大？中国应采取怎样的品牌战略？本文将逐一进行分析。     

浅谈公安学术期刊的品牌意识

为了抓住发展机遇,期刊出版业都将创立品牌作为自己的发展战略。期刊品牌的竞争,说到底是提高出版物质量的竞争。在公安学术期刊品牌发展过程中,一定要办出特色,在刊物学术风格和形象风格塑造上下功夫。要搞好选题策划,强化主编意识和编辑意识,搞好刊物的市场定位,吸引更多读者的注意力。     

关于创建英文版品牌期刊的几点思考

英文版期刊从语言方面打破了交流的障碍,加速了我国品牌期刊的创建。该文从品牌期刊的概念和期刊国际化角度论述了创建英文版期刊实现品牌期刊的发展之路, 并主要从期刊质量和稿源两方面,对创建英文版品牌科技期刊进行了分析和探索。     

“外资有限并购论”与民族经济的保护

在跨国并购大潮下,民族经济面临生存危机,保护民族经济问题日显突出。本在重新界定“民族经济”概念和分析我国民族经济面临风险的基础上,着重提出“外资有限并购论”以及切实可行的保护措施。     

电视频道与栏目传播论

随着媒介传播竞争的加剧和媒介产业化的发展,电视节目的传播效果倍受关注。研究电视频道的综合化、差别化和公众化,探讨电视栏目的品牌化建设,对于电视媒介的创新发展具有应用价值和理论意义。     

Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?

This paper investigates whether five English political parties are differentiating themselves based on the brand personality they are communicating through their websites. The relative brand positions of five English political parties are analyzed using Aaker's brand personality scale. The text from each party website is analyzed using content analysis and a dictionary-based tool. The results are plotted in relation to one another on a correspondence analysis map. We find that the two main dimensions on which parties’ brand personalities differ relate to the trade-offs between communicating competence and communicating sincerity and between communicating sophistication and communicating ruggedness. We find that parties’ brand personalities are distinctive, with the exception of the Green Party, and that the position of one party, the United Kingdom Independence Party, is particularly distinctive. Our research uses Aaker's existing framework for thinking about brand personalities, rather than creating a new framework for politics. By using an existing framework, we are able to use tools developed in other disciplines and show their usefulness for the study of political marketing.     

Linkedin Users’ Self-Brand Congruence,Attitudes and Social Media Use Integration

This article describes a sample of LinkedIn users in South Africa. The main purpose of the study reported on was to compile a consumer profile of LinkedIn users based on several measures (e.g. usage behaviour, self- and brand-personality traits and attitudes towards the LinkedIn brand). The study contributes to the literature by including users’ personality traits, perceived brand-personality traits, self-brand congruence (SBC) and social media use integration (SMUI) in the investigation. Self-congruity theory was used as a basis to examine SBC in the LinkedIn context. The study entailed a cross-sectional quantitative design using a survey of LinkedIn users in Gauteng, the economic hub of South Africa. The primary results indicated that despite low usage patterns, users’ SBC is high and their attitudes towards the LinkedIn brand are positive. SMUI is not prevalent, yet it correlates positively with brand attitude.     

如何提高网络新闻专题的影响力

网络新闻专题具有传统媒体专题不可比拟的优势,它既具集成性又具延展性,既具共时性又具延时性,还具有数据库的作用,所以在引导社会舆论方面应承担更多的社会责任。网络媒体可以通过实施策划、利用品牌优势、名人效应、实行媒体联动提高网络新闻专题在受众中的影响力。     

浅论中国驰名商标的认定和保护

驰名商标是知识产权领域保护的重要对象，随着中国加入WTO后市场经济改革的进一步深化和与世界经济体系的关联性进一步加强，驰名商标的认定和保护对于保障中国商事安全和促进商事繁荣的重要性勿庸置疑。中国在驰名商标方面的立法比较完善，但在对其认定和保护的实践方面还有不少需要探讨和厘清之处，该文从分析驰名商标的概念入手，对驰名商标的认定和保护相关问题进行了探讨。