Research on the Brand Strategy of Fujian Free Trade Zone based on ISMAS Model

DOI

10.2991/icmess-17.2017.106How to use a DOI?

Keywords

China(Fujian) Pilot Free Trade Zone; Cultural brand; ISMAS Model; Strategy

Abstract

Research on the ISMAS model and the cultural brand of Fujian free trade area (FTA) based on the constructed IAMAS model, aims to research the relationship between the ISMAS model and the cultural brand of Fujian FTA, to study how to build the cultural brand of Fujian FTA. This article analyzes the consumer perception of the brand and the sharing process of the cultural brand of Fujian FTA. The study found that the perception on the brand culture and sharing process of cultural brand consumer follow the basic ISMAS model; Five stages of ISMAS model are mutual connection, mutual influence and restriction each other. This study defines cultural brand of Fujian FTA and enrich the ISMAS model. Finally, this article discussed how to carry out the cultural brand of Fujian FTA from the interest, search, word, action and sharing.

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/).

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TY  - CONF
AU  - Wenchao Du
AU  - Juan Guo
PY  - 2017/06
DA  - 2017/06
TI  - Research on the Brand Strategy of Fujian Free Trade Zone based on ISMAS Model
BT  - Proceedings of the 2017 International Conference on Management, Education and Social Science (ICMESS 2017)
PB  - Atlantis Press
SP  - 456
EP  - 459
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-17.2017.106
DO  - 10.2991/icmess-17.2017.106
ID  - Du2017/06
ER  -