Consumer phenomenon of national culture and corporate brand culture

The domestic enterprise at present is facing the critical period of transition, from the OEM manufacturing, OEM design to own brand. When specifications and quality has become the product of necessary conditions, enterprise how to through the national Red Bottoms For Women culture, show the brand of uniqueness and differentiation, and with consumers resonate, get the brand competitiveness, will be a major factor in the development of the future brand.
National culture and enterprise brand
National culture and enterprise brand, the relationship between the national brand from the point of view for, for consumers, often with the brand image of the source is given priority to, such as SONY (SONY) from Japan for the brand, Ferrari (Ferrari) for Italian brand sports car, and haley's locomotive (HARLEY-DAVIDSON) for the heavy vehicle culture the representative, Han and Terpstra once put impression source should be divided into assembly countries and design kingdom. Chao Paul is continue Han and Terpstra, then no longer source image from manufacturing countries (made in) or assembly countries (assembled in), and should be spread in the design countries (desigend in) or mechanical design countries (enginerred in), even parts source (supplied by), and other ideas.
SONY (SONY) product, the brand is from Japan, but its ZhiZaoDe can for mainland China. In the process of consumers choose products, in Jeremy Scott Teddy Bear addition to the influence of the brand source outside, still have many other related information, affect the direction of the consumer choice.
Generally speaking, the external clue of the related research, such as the product brand, price and source, consumer relations, relatively common, in addition to the external cues of the internal clues of the design, shape, color, perceptual factor, also is the emphasis on aesthetic feeling, style, of the experience of consumers, pay more and more attention to one of the elements. Therefore, consumers in rational levels (external cues), in addition to the rational judgment brand of different source, the difference of the price, quality and produce different preferences, in perceptual level (internal clue) for the design of the product, aesthetic feeling and style of produce different product evaluation.
In this more and Christian Louboutin Leopard more emphasis on aesthetic feeling and style of the society, perceptual aesthetics in important experience, consumers from pure consumption function conversion into complex consumption symbols, and aesthetic feeling of the national culture is for a present. Enterprise can through the national culture and create the brand image, and whether the country should emphasize brand culture, the country must look for brand cent the culture is the result and decide.
Culture consumption phenomenon
In this era of globalization and media developed, especially the network of the global village concept, and rapid convenient traffic, the spread of information are quite rapidly, national culture can therefore more extensive transmission and exchange. Because the influence of the above, consumers have and it used to be different, the consumer psychology and behavior had great change, no longer simply made consumption buying behavior, and because the network without borders and social media sharing ethos in vogue, consumers can always get every corner of the world's latest information, national culture and life style and thus more easily output and input.
In the new consumption pattern, the perceptual experience more add elements, but also often become the consumption market cannot be ignored in ring, the common coffee consumption mode, for example, can be divided into two kinds, a kind of for coffee essence (function) level, such as the flavor of, taste and source, quality, refreshing, etc, the other is for spiritual Buy Air Yeezy 2 level, such as the situation, symbolic image, the taste, the experience, so as to starbucks (starbucks) as an example, he provides not only the function of the drink coffee, and also provides the senses of sexual experience enjoyment, consumers in addition to meet the needs of the physical level drink coffee, psychological level, also can be in other countries the same situation coffee and aesthetic experience, this is a kind of cultural shift, even let in starbucks it, become the symbol of the fashion and taste.
Consumption is no longer consumption goods. Experience culture, consumption style, has become a new generation of consumers yearning, although starting business concept starbucks, from Italy's coffee culture, but through a successful operation and the transformation, and has now become the special type of starbucks consumption, and the smooth the style output to all over the world. Therefore, the nation is there enough culture output, whether can make the best use of the enterprise culture and even create new culture to capture the interest of others and love, and then be brand advantage, is very important.
The twentieth century, the capitalist vigorous development, the concept of mass production gradually forming, transportation and more rapid convenient. A large number of goods produced, and quickly delivered to all over the world, many countries and area, are the influence of capitalization, already some lifestyle and national culture slowly is broken, the original national advantage and uniqueness (not replace sex), because homogeneityphenomenon, and more and not obvious.
The results showed that consumers in the choice of products, has two parts as its choice of clues, respectively for external cues and internal clues, and product external cues including price, guarantee, brand, and product manufacturer, the name of the source and so on elements, and internal clues of Blake Griffin Shoes the product itself, including design, shape, color elements.
Philips Kotler mentioned the national energy can be divided into the following five categories: (1) culture, attitude and value (2) social cohesion (3) factor endowments (4) industrial organization (5) government leadership ability. These five categories can be used as an important reference for the development of our country, and in accordance with the different and make the appropriate adjustment, such as in previous years for the emerging tourist attractions country-Dubai (Dubai), had been it is hftjh ljy 2012-7-5 a pearl and on oil exports, lack of natural resources of desert country, Dubai in 1971 from British colonial an independent country, at the time of the Dubai is only the united Arab archduke domestic, one of seven emirates small city, in the performance also than other neighbouring Arab countries. But only thirty years, by the government's active construction and constant innovation, dubai has successful model a unique national culture, attract the world tens of thousands of tourists go to, create a new country successful impression, dubai BangChang Mohammed said, "my brothers! If we meet to follow a person to go, we will lag behind, we must obtain priority."
From the above, it is known that the passing of culture and the experience, is the Jeremy Scott Shoes consumer society quite important one annulus. Starbucks chairman Howard s cui this in 1983 visit to milan, Italy, he see crowds of people gathered in Italy hundreds is located in the streets and lanes little coffee shop, they think he should put this idea transplanted to the United States.
The domestic enterprise at present is facing the critical period of transition, from the OEM manufacturing, OEM design to own brand. When specifications and quality has become the product of necessary conditions, enterprise how to through the national culture, show the brand of uniqueness and differentiation, and with consumers resonate, get the brand competitiveness, will be a major factor in the development of the future brand.