Post on 31-Dec-2015
description
Brand culture on campus Brand culture on campus
--- attitudes toward products of --- attitudes toward products of famous brandsfamous brands from undergraduates from undergraduates
Agenda:
How much you have
culture invade
What do we have
What do you want to buy
What do you buy
Comparing to Lenovo
Data analysis: monthly budget (how much do we have)
0
100
200
300
400
500
600
700
freshman
sophomorejunior
senior
Shanghai
L.A
French
U.S dollars
year
Data analysis: how much do we have
transportation
food
entertainment
grocery
transportation
food
entertainment
grocery
Data analysis: cosmetics brand recognition (what do you want to buy)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ancien
brand
s
western
brand
Anciens
westners
Top ten famous brands of 2009
Data analysis: recognition ratio in different segments
0%
20%
40%
60%
80%
100%
fashion sports electronic
Female
Male
Data analysis: sports segment (what do we buy)
0%
20%
40%
60%
80%
100%
Nike/A
dida
s
Domes
tic
Fore
ign
Chinese
Japanese/Koreans
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
freshm
an
sopho
morejun
iorsen
ior
chinese
westerners
korean
Data analysis: ratio of wearing make-ups :(what do we want to buy)
western
Japanese
Korean
Chinese
Data analysis: ratio of wearing make-ups :(what do we want to buy)
Example of domestic brand: Lenovo
Has a large market share in china
Take up the pc segment from IBM
Trying to go global
Non-international
What’s wrong???
customer
Popularity
PriceDistribution net
personalization
No Lenovo
Lenovo
Domestic brands?
Foreign customer
Quality
Ethical analysis
why
no brand culture
Made in china, make for the world？？
internal
external Internationalization
Care more on revenue than brand
Weak consume power
Product diversificatio
n
?
Brand monopoly in several fields
Weak brand conscience
Comparatively low in quality
Weak personalized focus
Rivary competitive ability
by: by: 朱慧 朱慧 from French Departmentfrom French Department