DOCSLIB.ORG

Bachelor Thesis How Chinese SME Perceive the Strong Brand As a Crucial Factor for Establishing Competitiveness?

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Bachelor Thesis How Chinese SME Perceive the Strong Brand As a Crucial Factor for Establishing Competitiveness? Bachelor Thesis How Chinese SME perceive the strong brand as a crucial factor for establishing competitiveness? Author: Chang Liu: [email protected] Yunyu Li [email protected] Supervisor: Joachim Timlon Examer: Monika Müller Acknolegement The authors would like to express the gratitude to people who have supported and encouraged us with these acknowledgments, because this thesis will not be there if without these people’s help. Also, with this experience of writing thesis, we have learned lots of knowledge and got the invaluable experience. Firstly, we would like to thank our supervisor Monika Müller, for the constructive feedback and advice for the thesis. Also, we are very thankful to our tutor Joachim Timlon, who always give the strong support and provide us the effective recommendations and guidelines, which help us to shape the research process and solve many problems during the process of writing the thesis. This make us to believe in ourselves and strive for the best. Secondly, we like to thank our interviewees in CSC, they provided us with very important information for the thesis and spent time in the interviews. Without their participation, our thesis won’t be conducted well, and continued. So we are very grateful for their assist. Lastly and for most, we would be very thankful to our classmates, because they devoted their valuable time to help us, and provided valuable feedback. It really makes our thesis improved a lot, and help to overcome the barriers we met. May 22nd., 2016 Yunyu Li, Chang Liu 1 Abstract The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention . keywords: Chinese SMEs Brand, Brand equity, Brand marketing mix,CSC 2 Content Abstract ..................................................................................................................................... 2 1. Background information ................................................................................................ 5 1.1 Background ............................................................................................................................. 5 1.2 Problem discussion .............................................................................................................. 7 1.3 Delimitation ......................................................................................................................... 8 1.4 Research question ............................................................................................................... 9 1.5 Purpose ................................................................................................................................ 9 2. Literature review ..................................................................................................................... 10 2.1 Brand equity ...................................................................................................................... 10 2.3 Brand Identity ................................................................................................................... 12 2.4 Brand positioning .............................................................................................................. 13 2.5 Brand marketing mix ........................................................................................................ 13 2.6 Building strong brand ....................................................................................................... 14 2.7 Summary: .......................................................................................................................... 15 3.Frame of reference .................................................................................................................. 17 4.Methodology ..................................................................................................................... 20 4.1 Qualitative research .............................................................................................................. 20 Constructionism ...................................................................................................................... 20 Interpretivism .......................................................................................................................... 20 4.2 Inductive research ................................................................................................................. 21 4.3 Design of the study ............................................................................................................... 21 4.4 Collection of data .................................................................................................................. 22 4.4.1 Interview ........................................................................................................................ 22 4.4.2 Limitation of metHod used ............................................................................................. 23 4.4.3 Data Coding .................................................................................................................... 24 4.5 Criteria for evaluating qualitative research ........................................................................... 25 4.6 Source Criticism ..................................................................................................................... 27 4.7 Operationalization ................................................................................................................. 28 5. Empirical Data ................................................................................................................. 31 5.1 Case Chapter ......................................................................................................................... 31 5.2 Data of Interview ................................................................................................................... 32 5.2.1 Brand .............................................................................................................................. 32 5.2.2 Brand equity ................................................................................................................... 33 Brand association ................................................................................................................... 33 Brand loyalty ........................................................................................................................... 33 Brand awareness .................................................................................................................... 33 5.2.3 Brand identity ................................................................................................................. 34 5.2.4 Brand positioning ........................................................................................................... 34 5.2.5 Marketing-mix ................................................................................................................ 34 ProduCt .................................................................................................................................... 34 PriCe ........................................................................................................................................ 35 CommuniCation ....................................................................................................................... 35 People ..................................................................................................................................... 35 6. Analysis ............................................................................................................................. 36 6.1 Brand equity .......................................................................................................................... 36 6.1.1 Brand awareness ........................................................................................................... 36 3 6.1.2 Brand assoCiation ........................................................................................................... 37 6.1.3 Brand loyalty .................................................................................................................. 37 6.2 Brand identity .................................................................................................................... 38 6.3 Brand positioning
Load more

Recommended publications
  • Reinventing the Traditional Guangzhou Teahouse: Caterers
    Reinventing the Traditional Guangzhou Teahouse: Caterers, Customers and Cooks in Post-Socialist Urban South China Jakob Akiba Klein School of Oriental and African Studies University of London Ph.D. Social Anthropology 2004 ProQuest Number: 10673050 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest ProQuest 10673050 Published by ProQuest LLC(2017). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 4 8 1 0 6 - 1346 ABSTRACT This thesis, based on ten months of field research and archival studies in Guangzhou (Canton), centres on an ethnographic portrait of a 120-year old teahouse, a state enterprise which combines the functions of teahouse and restaurant in a single establishment with the help of 180 staff. I approach the teahouse as a complex, shifting social space embedded in wider discourses and historical processes, and use the ethnographic portrait as a basis for exploration into several themes in the anthropology of urban China. The first chapter provides an historical background and deals with the rise, fall and revival of teahouse culture in the changing uses of urban space in the twentieth century.
    [Show full text]
  • English Prospectus.Pdf
    (Incorporated in the Cayman Islands with limited liability) Stock Code: 1317 Global Offering Joint Global Coordinators, Joint Sponsors, Joint Bookrunners and Joint Lead Managers MapleLeaf_IPO_E16OP.indd 2 12/11/14 11:30 am IMPORTANT IMPORTANT: If you are in doubt about any of the contents of this prospectus, you should obtain independent professional advice. China Maple Leaf Educational Systems Limited * (incorporated in the Cayman Islands with limited liability) GLOBAL OFFERING Number of Offer Shares in the Global Offering : 334,000,000 Shares (subject to the Over-allotment Option) Number of Hong Kong Offer Shares : 33,400,000 Shares (subject to adjustment) Number of International Placing Shares : 300,600,000 Shares (subject to adjustment and the Over-allotment Option) Maximum Offer Price : HK$3.07 per Share plus brokerage of 1%, SFC transaction levy of 0.0027% and Stock Exchange trading fee of 0.005% (payable in full on application in Hong Kong dollars and subject to refund) Nominal Value : US$0.001 per Share Stock Code : 1317 Joint Global Coordinators, Joint Sponsors, Joint Bookrunners and Joint Lead Managers Hong Kong Exchanges and Clearing Limited, the Stock Exchange of Hong Kong Limited and the Hong Kong Securities Clearing Company Limited take no responsibility for the contents of this prospectus, make no representation as to its accuracy or completeness and expressly disclaim any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the contents of this prospectus. A copy of this prospectus, having attached thereto the documents specified in the section headed “Appendix VII — Documents Delivered to the Registrar of Companies and Available for Inspection” to this prospectus, has been registered by the Registrar of Companies in Hong Kong as required by Section 342C of the Companies (Winding Up and Miscellaneous Provisions) Ordinance.
    [Show full text]
  • HRI Sector Recovering in Late 2013, Set for Strong 2014 Food Service
    THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: 12/31/2013 GAIN Report Number: China - Peoples Republic of Food Service - Hotel Restaurant Institutional HRI Sector Recovering in Late 2013, Set for Strong 2014 Approved By: Morgan Haas Prepared By: ATO Staff Report Highlights: While China's HRI sector attempts to maintain 20 years of double-digit expansion, government policies enacted in late 2012 to curb lavish expenditures deeply impacted hotels and restaurants in 2013. While effects are lingering, the sector began showing recovery in late 2013. Prospects for 2014 remain strong as (1) the impact of the new government policy has been nearly fully digested, (2) urbanization brings another 20 million Chinese to city centers, (3) increasing disposable incomes continue to translate into increased spending on luxury food expenses, and (4) western cuisine takes stronger foothold via the rapid expansion of international hotels and restaurants. While Beijing, Shanghai, and Guangzhou remain the strongest centers of consumer spending power in the HRI sector, expansion will continue to grow fastest in Emerging City Markets. Post: Commodities: Chengdu ATO Almonds, Shelled Basis Apple Juice, Concentrated Apples, Fresh Asparagus, Fresh Avocados, Fresh Canned Apricots Canned Mixtures Citrus, Other, Fresh Coffee, Green Dairy, Butter Dairy, Cheese Dairy, Dry Whole Milk Powder Dairy, Milk, Fluid Dairy, Milk, Nonfat
    [Show full text]
  • 2013 Update Food Service
    THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: 12/31/2013 GAIN Report Number: China - Peoples Republic of Food Service - Hotel Restaurant Institutional 2013 Update Approved By: Morgan Haas Prepared By: ATO Staff Report Highlights: While China's HRI sector attempts to maintain 20 years of double-digit expansion, government policies enacted in late 2012 to curb lavish expenditures deeply impacted hotels and restaurants in 2013. While effects are lingering, the sector began showing recovery in late 2013. Prospects for 2014 remain strong as (1) the impact of the new government policy has been nearly fully digested, (2) urbanization brings another 20 million Chinese to city centers, (3) increasing disposable incomes continue to translate into increased spending on luxury food expenses, and (4) western cuisine takes stronger foothold via the rapid expansion of international hotels and restaurants. While Beijing, Shanghai, and Guangzhou remain the strongest centers of consumer spending power in the HRI sector, expansion will continue to grow fastest in Emerging City Markets. Table of Contents SECTION I. MARKET SUMMARY ......................................................................................... 3 A. The Economy: Slowing But Still Dynamic ........................................................................... 3 GDP ...................................................................................................................
    [Show full text]
  • Hotel Restaurant Institutional China
    THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Required Report - public distribution Date: 2/10/2015 GAIN Report Number: CH156006 China - Peoples Republic of Food Service - Hotel Restaurant Institutional HRI Food Service Sector Annual Report Approved By: Hoa Van Huynh Prepared By: Vivian Xian Report Highlights: China’s economy slowdown has shown its negative impact on the expansion of food service industry. Food safety scandals continued to be exposed, in return, the scared consumers reduced their dining-out frequency. In addition, the government policy of reducing public funds on lavish expenditures deeply impacted high-end hotels and restaurants. The industry had adopted various strategies to overcome the difficulties. While first-tier cities remain the strongest centers of consumption and spending in the Hotel, Restaurant and Institutional Sector, the industry will continue to grow substantially in Emerging City Markets. Post: Guangzhou ATO Table of Contents SECTION I. MARKET SUMMARY ............................................................................................ 4 A. The Economy: Slowing But Still Dynamic............................................................................ 4 GDP......................................................................................................................................... 4 Incomes ..................................................................................................................................
    [Show full text]
  • 2009.10 P33-56 Dining.Indd
    DINING DINING that’smags www.thebeijinger.com Octoberwww. 200 thatsbj.com9 / the Beijinger Sept. 200533 Marvelous moussaka at Argo. See What's New: Restaurants, p37; photo by Judy Zhou Take ining PATRIOTIC DISHES5 Emperor Hongwu’s Tofu D 洪武豆腐 Hongwu doufu This light but full-flavored tofu dish reflects the dual personality of its creator, a monk-turned- leader of the rebel forces that founded the Ming dynasty. (Anhui province) DINING All month: Crab Season at Swissôtel. Get your claws into autumn’s delicacy. See listing, p35. Imperial Concubine Chicken 贵妃鸡 Guifei ji rawling back through the tbj archives, two things struck me. Named after the preferred #1: The sheer number of restaurants that have come and gone concubine of Tang emperor Tover the last few years. #2: This city has produced some of Xuanzong, a whole chicken is the most ridiculously named eateries in the world. Ever. first deep-fried, then steamed Beijing’s burgeoning café culture gave us Remember Café (no, I in stock mixed with generous don’t), Be There or Be Square, Café L’Imagination, Wudaokou’s amounts of rice wine, the Wango Coffee, and my favorite, Here (which, incidentally, was favorite tipple of his mistress. followed by a sister café called There). Just imagine the exasperating (Shandong province) conversations: “Are you here?” No, I’m There!” and so on. Similarly, the dotcom boom was the dubious inspiration behind 2003’s hutong restaurant party@beijinghouse and the ludicrously monikered Guantanamera.com. Lion’s Head Meatballs Then there was a whole line in names that were misleadingly 清炖狮子头 qingdun shizitou unappetizing – Hippopotamus Steak, Hubei joint Nine-Headed If an army does indeed march Bird (whose bitter rival was Nine-Headed Eagle – that would be on its stomach, most grunts a messy scrap), Golden Cat Dumpling, and a vegetarian restaurant would go the extra mile for simply called Cat.
    [Show full text]
  • E-House (China) Enterprise Holdings Limited 易居 (中國 )企業控股有限公司
    The Stock Exchange of Hong Kong Limited and the Securities and Futures Commission take no responsibility for the contents of this Post Hearing Information Pack, make no representation as to its accuracy or completeness and expressly disclaim any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the contents of this Post Hearing Information Pack. Post Hearing Information Pack of E-House (China) Enterprise Holdings Limited 易居(中國)企業控股有限公司 (Incorporated in the Cayman Islands with limited liability) WARNING The publication of this Post Hearing Information Pack is required by The Stock Exchange of Hong Kong Limited (the “Stock Exchange”) and the Securities and Futures Commission (the “Commission”) solely for the purpose of providing information to the public in Hong Kong. This Post Hearing Information Pack is in draft form. The information contained in it is incomplete and is subject to change which can be material. By viewing this document, you acknowledge, accept and agree with E-House (China) Enterprise Holdings Limited (the “Company”), its sponsors, advisers and members of the underwriting syndicate that: (a) this document is only for the purpose of providing information about the Company to the public in Hong Kong and not for any other purposes. No investment decision should be based on the information contained in this document; (b) the publication of this document or any supplemental, revised or replacement pages on the Stock Exchange’s website does not give rise to any obligation of the Company, its sponsors, advisers or members of the underwriting syndicate to proceed with an offering in Hong Kong or any other jurisdiction.
    [Show full text]
  • Morningstar® Document Research ℠
    Morningstar® Document Research ℠ FORM 20-F Country Style Cooking Restaurant Chain Co., Ltd. - CCSC Filed: April 17, 2014 (period: December 31, 2013) Annual and transition report of foreign private issuers under sections 13 or 15(d) The information contained herein may not be copied, adapted or distributed and is not warranted to be accurate, complete or timely. The user assumes all risks for any damages or losses arising from any use of this information, except to the extent such damages or losses cannot be limited or excluded by applicable law. Past financial performance is no guarantee of future results. Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION WASHINGTON, D.C. 20549 FORM 20-F (Mark One) o REGISTRATION STATEMENT PURSUANT TO SECTION 12(b) OR 12(g) OF THE SECURITIES EXCHANGE ACT OF 1934 OR x ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31, 2013. OR o TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 OR o SHELL COMPANY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 Date of event requiring this shell company report . For the transition period from to Commission file number 001-34869 Country Style Cooking Restaurant Chain Co., Ltd. (Exact name of Registrant as specified in its charter) N/A (Translation of Registrant’s name into English) Cayman Islands (Jurisdiction of incorporation or organization) No. 19 Yunshan South Road Yubei District, Chongqing People’s Republic of China (Address of principal executive offices) Adam J.
    [Show full text]