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摘要:核心提示:代写留学生市场营销论文-关于品牌形象在营销中的影响-An investigation of how Mary Kay, Inc. marketing the cosmetics......

代写留学生市场营销论文,An investigation of how Mary Kay, Inc. marketing the cosmetics market in China by building their distinctive brand image

Chapter II Literature Review
Chapter 2: Literature review
2.1 Introduction of chapter 2: Literature review
This chapter reviews relevant literature for author’s study. It main reviews the principles of branding, especially brand image and the reason for brand promotion. The major principles of direct selling will be introduced in details as well. In addition, it reviews findings of previous researches on the impact of Chinese culture on direct selling and the status of Chinese women on firms’ marketing strategy in China. Based on this, it reviews Mary Kay’s marketing strategy of enhance a distinctive brand image upon the Chinese cosmetics market. Finally, summarise the meaning and innovations of this chapter.
2.2 Discuss the theoretical perspectives of other writers
依据进的建议,我也觉得这小节应重点写下1。品牌形象,品牌形象在营销中的作用和重要性 2。品牌形象对中国人消费的影响.
2.1.0 understanding of brand and brand strategy 这能不能加这么一个小节用简单的定义简要说一下这两点呢
2.2.1 Brand image
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (James R. Gregory, 2003:5).
2.2.1.1 What is brand image?
For the concept of brand image, initially it is basically just focused on the various factors that affect the brand image, such as brand attributes, name, packaging, price, reputation and so on. 我个人觉得这 样就可以,如果再细分的话,后面关于品牌形象的组成就显得有些重复。

Keller (1993: 1-22) defines brand image as the “perceptions about a brand as reflected by the brand associations held in consumer memory”. In details, brand image including the following brand associations:
●Attributes – descriptive features that characterize the product;
●Benefits – personal values that consumers’ link to the product’s attributes;
●Attitudes – the consumers’ overall evaluation of the brand
These associations refer to any aspect that link the brand with the consumer’s memory (Aaker, 1996: 102-120).
Lassar et al. (1995: 11-19) developed that the brand image dimension is referred as the social image, which is understood as the consumers’ perception of the esteem in which the consumers’ social group holds the brand.  

本文标签: 影响营销品牌形象

[essay+on+crow]代写留学生市场营销论文-关于品牌形象在营销中的影响-An investigation ofhttps://www.0592w.com/lunwengs/16521.html

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