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Jingdong book

品牌突围

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Books Management MBA and Business Administration
Jingdong book

品牌突围

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Content Description

《品牌突围》共分为八章，主要内容包括：亚洲龟路线：迈向更高的质量和品牌溢价；企业——消费者路线：在B2C市场发挥B2B的优势；去国散居路线：跟随移民进入海外市场等。
Author Description

尼尔马利亚·库马尔现为伦敦商学院营销学教授，兼任该学院阿迪亚波拉印度中心（Aditya Birla IndiaCentre）主任。作为世界领先的战略和营销领域的思想者，他执教于哈佛商学院、瑞士洛桑国际管理学院（IMD）和美国西北大学。2010年，尼尔马利亚被speaking.com评选为世界五大顶级营销演讲人之一。《经济时报》将他列为第六“印度全球思想领袖”。《经济学人》在封面故事《新管理大师》中称尼尔马利亚是“冉冉升起的超级明星”。2011年，尼尔马利亚被列为“全球50位管理大师”之一，获得了评委会颁发的“全球村奖”。

扬-本尼迪克特·斯廷坎普是北卡罗莱纳大学肯南弗拉格勒商学院营销和营销领域的卓越教授和艾玛克（AiMark）的执行董事。作为一个荷兰人，他在世界各大洲授课、提供咨询服务、举办管理研讨会。扬-本尼迪克特持有荣誉博士学位和来自荷兰皇家科学院、欧洲营销学院等机构授予的众多终生成就荣誉。他被评为过去的十年里最具影响力的营销学者。他是一位声誉卓著的品牌战略咨询师，他的文章经常被《哈佛评论》《华尔街日报》《金融时报》《经济学人》《纽约时报》等刊物刊登在重要版面。
Catalogue

引言
中国是领先的新兴市场
为什么在西方很少看到中国消费品牌
下一个三星会诞生自中国吗
其他新兴市场情况如何
8种途径：新兴市场品牌如何突围
这本书是写给谁的

第一章 亚洲龟路线：迈向更高的质量和品牌溢价
日本汽车全球品牌的崛起
日本开路，韩国跟随
亚洲龟战略关键的成功因素
亚洲龟战略让海尔“higher”
亚洲龟战略的不足
对公司管理者的简短建议

第二章 企业-消费者路线：在B2C市场发挥B2B的优势
了解B2B公司
从合同制造商到消费类品牌
对公司管理者的简短建议

第三章 去国散居路线：跟随移民进入海外市场
了解海外侨民
坚守母国文化的侨民群体
二元文化群体
去国散居和逆向去国散居
将海外侨民作为市场突破的滩头阵地
达博：从侨民走向海外主流人口
对公司管理者的简短建议

第四章 品牌收购路线：从西方跨国企业手中收购全球品牌
收购全球品牌的原因
保留还是迁移
收购和迁移
收购和保留
管理被收购企业考验学习能力
对公司管理者的简短建议

第五章 正面宣传路线：克服原产地国的负面影响
原产地国形象
为什么国家形象差别如此之大
原产地国对于消费者消费决策的作用
克服原产地国效应的不利方面
国家地区品牌活动
对公司管理者的简短建议

第六章 文化资源路线：利用积极的文化传说
打造文化品牌的框架
文化内涵
为消费类品牌赋予文化内涵
利用古代神话打造品牌
利用当代传说打造品牌
给公司管理者的简短建议

第七章 自然资源路线：四步走打造日用品品牌
定义地理区域
明确生产标准
对成分和流程进行认证
让品牌走出国界
“哥伦比亚咖啡”这一品牌是怎样造就的
对公司管理者的简短建议

第八章 国家重点企业路线：利用国家的强大支持
国家重点企业发展简史
打造国家重点企业的原因
国家重点企业的不足之处
国家重点企业什么时候可以打造消费类品牌
阿联酋航空：全球品牌和国家重点企业
对公司管理者的简短建议
结束语展望未来

附录 打造全球品牌需要克服的障碍
第一个障碍：透明度亟待提高
第二个障碍：赢利能力和财务报表的真实性有待改进
第三个障碍：需要的是创新，而不是模仿
第四个障碍：管理风格的多样性和全球化思维欠缺

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Brand Jingdong book
Brand Origin China

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