Empirical Study on Chinese Brand Concept in the Mind of the Foreigner Based on BCM Technology
Authors
Jing Li, Hai Hao, Meng Huang
Corresponding Author
Jing Li
Available Online May 2017.
- DOI
- 10.2991/ichssr-17.2017.49How to use a DOI?
- Keywords
- BCM technology; Chinese brand; oversea market
- Abstract
Nowadays brand internationalization becomes an important topic discussed by manager and scholar. In the business environment of product homogeneity, it becomes more and more important to consider brand strategy in the perspective of the consumer. This paper introduces the BCM(Brand Concept Map) technology ,and then takes Africa market as an empirical example to draw a brand picture in the mind of foreigner consumer, finally give the suggestion to Chinese brand internationalization.
- Copyright
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Jing Li AU - Hai Hao AU - Meng Huang PY - 2017/05 DA - 2017/05 TI - Empirical Study on Chinese Brand Concept in the Mind of the Foreigner Based on BCM Technology BT - Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017) PB - Atlantis Press SP - 236 EP - 240 SN - 2352-5398 UR - https://doi.org/10.2991/ichssr-17.2017.49 DO - 10.2991/ichssr-17.2017.49 ID - Li2017/05 ER -