Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the m...Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet.The results find that 12 brand archetypes,including caregiver,sage,hero,innocent,dominator,creator,vitality,explorer,stylish woman,lover,cooperator,and vogue gentleman,have a high degree explanation.Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.展开更多
This book is a transcription of an in terview between Li Xiang and Wang Ning,the founder of Pop Mart.It is divided into five sections and comprehensively showcases Wang Ning's entrepreneurial jou「ney,business acu...This book is a transcription of an in terview between Li Xiang and Wang Ning,the founder of Pop Mart.It is divided into five sections and comprehensively showcases Wang Ning's entrepreneurial jou「ney,business acumen,and the development of Pop Mart.The book not only explores bra nd positio nin g,IP-driven business models,a nd market operation strategies but also covers core management,gLobalization strategies,as well as Wang Ning's interview with Forbes mnd executive accounts.展开更多
基金supported by Project 71202155 of National Science Funds for Distinguished Young Scientists of China
文摘Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet.The results find that 12 brand archetypes,including caregiver,sage,hero,innocent,dominator,creator,vitality,explorer,stylish woman,lover,cooperator,and vogue gentleman,have a high degree explanation.Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.
文摘This book is a transcription of an in terview between Li Xiang and Wang Ning,the founder of Pop Mart.It is divided into five sections and comprehensively showcases Wang Ning's entrepreneurial jou「ney,business acumen,and the development of Pop Mart.The book not only explores bra nd positio nin g,IP-driven business models,a nd market operation strategies but also covers core management,gLobalization strategies,as well as Wang Ning's interview with Forbes mnd executive accounts.
