Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017)

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/).

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Volume Title
Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
May 2017
ISBN
10.2991/ichssr-17.2017.49
ISSN
2352-5398
DOI
10.2991/ichssr-17.2017.49How to use a DOI?
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  -