久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

chinadaily.com.cn
left corner left corner
China Daily Website

New image needed for Brand China

Updated: 2013-01-07 13:31
By David Waller ( China Daily)

New image needed for Brand China

How the world sees its second-largest economy is a view that has to change for the better

For China to be perceived as just "the world's factory" is neither sustainable nor desirable in the long run. As we move into 2013, it's a good time to think about how "Brand China" is perceived and the prospect of repositioning it.

Just like company brands, a country's brand image is very important. The brand image is the beliefs that a person has regarding a particular brand. There can be positive or negative brand images, depending on things like experience, general rumors and word-of-mouth. The brand image can be a major influence on whether someone will buy or not.

Brand image can also be connected with positioning, which is the way people perceive the brand in relation to competitors. In a competitive world, a strategy of repositioning may be needed to change how a brand is perceived. But can this be done with a brand that is a country?

Thousands of years ago, porcelain was invented in China and years of development resulted in high-quality, artistic and sophisticatedly made porcelain ware. So good were the pieces of porcelain that in the West the terms "china" and "fine china" were used to describe the cups, saucers and plates. Then, China was synonymous with quality.

The image of Brand China has changed over the years, and it can change again. Has this occurred recently with any other country?

Ireland has undergone a number of changes in recent times. When I was young, Ireland was a place with people who were generally perceived as being drink and music-loving simpletons and they were the butt of many jokes.

However, the Irish government, determined to change this unflattering image, improved education and skills standards, and encouraged research and entrepreneurship in industry. The economy boomed, and even though the country has since suffered a severe economic downturn, there are many highly respected and skilled Irish people who are managers, bankers, IT specialists, teachers and so forth.

It is not easy for a country to reposition itself, and even when it does, there are factors out of its control that can change its image again.

How can Brand China reposition itself in the global marketplace? There have already been some positive steps, such as the growing interest in innovation in China, the Shanghai World Expo, and the "Made With China" campaign that was shown internationally.

Launched in 2009, the campaign first saw advertisements promoting the line: "Made in China, Made with the World". Sponsored by four Chinese industry groups, the campaign has been seen by millions of people on televisions around the world.

There has also been a lot of talk that the 21st century is the Asian century, and many Western researchers and organizations have analyzed Chinese companies and focused on China as the country of greatest interest.

A major report by the advertising agency J Walter Thompson in August, "Remaking 'Made in China'", looked at China's leading brands, including Lenovo, Li-Ning, Haier and Huawei, and the factors that hinder global success.

The JWT study uses both qualitative and quantitative research methodologies, including a survey of more than 1,000 people in the US and the UK. The main negative perceptions relating to China were that it mass-produced cheap and low-quality products, as well as having questionable environmental and labor practices.

Of course, while these perceptions are not true for many Chinese companies, they are perceptions that must be dealt with.

Importantly, what was positive was the perception of "Chinese-ness" and Chinese people in general, including celebrities, culture, heritage and food.

These are strong positive perceptions to build on and indicate ways in which China can try to reposition itself. But while some work has begun on changing views, more needs to be done.

Prospective areas that need to be promoted for Brand China are:

History and heritage: China has a long, rich history. The JWT report found that Westerners generally have a positive attitude to Chinese people and the country's heritage. However, there are many aspects that would not be generally known, and there should be more opportunities to share this history with the world.

Education: It is vitally important that a good grounding in the "basics" of reading, writing and mathematics be used to develop skills, motivate learning, and encourage imagination. Education is the greatest gift for a child, but it will be a bigger gift to society.

Arts: As people look at a country, they are not just interested in its GDP and trade surplus. The arts, including fine arts, literature, music, theater and film, provide a deeper understanding of its people and culture. Success in the arts shows a well-rounded society.

Research: As the world is observing China as an emerging economy, there is a lot more to research and disseminate about the nation. Undertaking, presenting and publishing research findings will keep China in people's thoughts.

Technical innovation: Being innovative in a marketplace gives a significant advantage in that it can provide market leadership and gain respect from customers. Not only should Chinese companies be encouraged to innovate, but also promote the fact that they are being innovative.

Sustainable and environmentally friendly development: This is an extremely important issue around the world, especially for the younger generation. If China's industry can show it is moving toward being less polluting and more sustainable and environmentally efficient, many would take notice. It will help change the perception of China as a big polluter, and help reposition the country's image in people's minds.

This is not an exhaustive list, but hopefully, with improvement in these areas, Brand China can win more of the hearts, as well as the minds, of global customers.

While research and technical innovation need to be supported, Chinese companies should not be expected to do this in isolation. Chinese brands should be encouraged to undertake partnerships, alliances or joint ventures with companies outside China. By developing connections, Chinese companies can be given access to research, manufacturing, distribution and marketing expertise that would not be available otherwise. This would also reinforce the message of "Made with China".

Even though the number 13 is perceived as being unlucky by many in the West, 2013 may be a lucky year for Brand China. Repositioning of its brand image in the world market has already begun. It is not an easy or quick goal to achieve, but with encouragement and promotion, there is a better chance it will succeed.

The author is a professor at the Business School of the University of Technology, Sydney. The views do not necessarily reflect those of China Daily.

 
...
...
...
久久久无码人妻精品无码_6080YYY午夜理论片中无码_性无码专区_无码人妻品一区二区三区精99

    色综合久久天天综合网| 91视视频在线观看入口直接观看www | 亚洲黄色av一区| 欧美亚洲一区二区在线观看| 日日骚欧美日韩| 精品国产精品一区二区夜夜嗨| 国产精品456露脸| 中文字幕亚洲视频| 欧美视频中文一区二区三区在线观看| 日本va欧美va欧美va精品| 久久色.com| 91麻豆成人久久精品二区三区| 亚洲成人在线观看视频| 精品福利一区二区三区| 99精品国产热久久91蜜凸| 午夜视频久久久久久| 精品久久国产字幕高潮| 99久久99久久久精品齐齐| 三级久久三级久久| 国产三级精品视频| 欧美日韩一区在线观看| 国模冰冰炮一区二区| 久久久久久久久岛国免费| 亚洲欧美中日韩| 欧美影院精品一区| 久久99精品国产91久久来源| 国产精品毛片高清在线完整版| 欧美日韩中文国产| 国产精一区二区三区| 亚洲免费观看高清完整版在线观看| 91精品在线麻豆| 成人毛片在线观看| 三级不卡在线观看| 国产精品嫩草影院com| 欧美老女人在线| 国产成人av电影在线播放| 亚洲午夜电影在线| 久久精品视频一区二区| 欧美日韩精品一区二区天天拍小说| 国产激情视频一区二区在线观看 | 日本视频一区二区三区| 国产精品天干天干在观线| 欧美高清一级片在线| 成人免费视频caoporn| 日韩电影在线一区二区三区| 成人欧美一区二区三区视频网页 | 亚洲免费资源在线播放| 在线综合亚洲欧美在线视频| 国产欧美精品一区二区三区四区| 国产一区二区在线电影| 亚洲在线观看免费视频| 久久久精品国产免费观看同学| 色综合中文综合网| 丁香婷婷综合网| 蜜桃一区二区三区四区| 一区二区三区色| 国产日韩精品视频一区| 欧美一区二区在线免费播放 | 日韩一区和二区| 欧洲一区在线电影| 成人伦理片在线| 韩国av一区二区三区四区| 性欧美疯狂xxxxbbbb| 亚洲色图清纯唯美| 中文一区二区完整视频在线观看 | 中文字幕欧美国产| 欧美大度的电影原声| 欧美久久久久久久久中文字幕| 99久久er热在这里只有精品66| 国产精品一二三四| 蜜桃91丨九色丨蝌蚪91桃色| 亚洲成人精品在线观看| 亚洲图片激情小说| 欧美极品少妇xxxxⅹ高跟鞋| 精品久久一二三区| 日韩一区二区免费高清| 欧美日韩一级黄| 色综合天天狠狠| 成人av在线网站| 性做久久久久久| 久久久777精品电影网影网| 91精品在线一区二区| 精品视频色一区| 一本色道久久综合亚洲精品按摩| 福利一区二区在线| 国产福利精品一区二区| 国内精品不卡在线| 极品少妇一区二区| 久久99九九99精品| 久久精品国产亚洲a| 蜜桃精品视频在线观看| 蜜桃av一区二区在线观看| 免费观看在线色综合| 天天射综合影视| 调教+趴+乳夹+国产+精品| 午夜精品影院在线观看| 亚洲va国产va欧美va观看| 亚洲制服丝袜在线| 亚洲图片自拍偷拍| 亚洲va欧美va人人爽午夜| 亚洲国产精品人人做人人爽| 亚洲妇熟xx妇色黄| 天堂久久一区二区三区| 日韩va亚洲va欧美va久久| 日韩精品乱码免费| 蜜桃视频在线一区| 极品美女销魂一区二区三区免费 | 成人免费福利片| 成人污视频在线观看| 成人91在线观看| 91丨porny丨蝌蚪视频| 在线看一区二区| 91精品在线免费| 精品国产乱码久久久久久浪潮 | 精品国产伦理网| 久久色在线视频| 中文一区二区在线观看| 亚洲日本中文字幕区| 欧美一激情一区二区三区| 黄页网站大全一区二区| 精品制服美女丁香| 国产精品一区二区久激情瑜伽| 国产成人啪免费观看软件| 北岛玲一区二区三区四区| 91极品美女在线| 7777精品伊人久久久大香线蕉完整版 | 91精品国产福利| 日韩精品一区二区三区视频| 久久久久久久免费视频了| 中文字幕色av一区二区三区| 亚洲高清免费视频| 精品一区二区在线播放| 成人亚洲一区二区一| 一本色道久久综合狠狠躁的推荐 | 亚洲欧洲在线观看av| 亚洲在线视频一区| 裸体一区二区三区| 国产精一品亚洲二区在线视频| www.欧美日韩| 欧美乱妇23p| 国产午夜精品福利| 一区二区三区中文字幕在线观看| 日韩激情在线观看| 国产精品一卡二| 欧美视频一区在线观看| 精品剧情在线观看| 亚洲天堂av一区| 免费一级片91| av男人天堂一区| 日韩西西人体444www| 国产精品久久久久aaaa| 午夜欧美在线一二页| 国产精一区二区三区| 欧美色图一区二区三区| 欧美精品一区二区三区蜜臀| 亚洲免费毛片网站| 精品一区二区免费看| 色综合欧美在线| 欧美精品一区二区三区视频| 亚洲综合色丁香婷婷六月图片| 韩国欧美一区二区| 欧美亚洲综合一区| 国产欧美综合色| 婷婷成人激情在线网| av电影天堂一区二区在线观看| 制服.丝袜.亚洲.中文.综合| 国产精品久久久久永久免费观看 | 日本怡春院一区二区| 成人性视频网站| 91精品久久久久久久99蜜桃| 国产精品伦理一区二区| 日本vs亚洲vs韩国一区三区二区 | 精品一区二区三区在线播放视频 | 一道本成人在线| 精品久久人人做人人爱| 亚洲午夜在线视频| 国产精品888| 制服丝袜亚洲精品中文字幕| 日韩理论片中文av| 国产精品996| 日韩精品中文字幕一区二区三区 | 欧美男女性生活在线直播观看| 欧美激情一区二区在线| 日韩avvvv在线播放| 一本一道综合狠狠老| 久久精品人人做| 奇米在线7777在线精品| 日本精品免费观看高清观看| 国产日产欧美一区| 蜜臀av在线播放一区二区三区| 欧美在线观看一区| 亚洲欧美自拍偷拍| 国产a视频精品免费观看| 欧美tk—视频vk| 午夜精品一区二区三区免费视频 | 99久久99久久精品免费观看 | 色呦呦国产精品| 中文字幕一区二区视频| 国产一区二区三区四| 日韩视频一区二区|