Transformation and Rebirth of Chinese Brands: A Case from the Hotel Industry

Autor/inn/en	Tan, Huimin; Wan, Fang; Qiu, Pingping
Titel	Transformation and Rebirth of Chinese Brands: A Case from the Hotel Industry
Quelle	In: Journal of Teaching in International Business, 28 (2017) 2, S.116-129 (14 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0897-5930
DOI	10.1080/08975930.2017.1359770
Schlagwörter	Competition; Business; Hospitality Occupations; Reputation; Business Administration Education; International Trade; Foreign Countries; Merchandise Information; Teaching Methods; Corporations; Business Education; Futures (of Society); Industry; China + Suchen Sie Ihr Suchwort? Wettkampf; Business studies; Wirtschaft; Betriebswirtschaft; Gastgewerbegehilfe; Trade; International relations; Handel; Internationale Beziehungen; Ausland; Teaching method; Lehrmethode; Unterrichtsmethode; Unternehmen; Wirtschaftserziehung; Wirtschaftspädagogik; Future; Society; Zukunft; Industrie
Abstract	Chinese domestic brands have developed rapidly in recent years, and yet few of them have entered global competition as product or service brands brands with exceptions such as Huawei. In addition, the evolution of Chinese brands has hardly been understood or introduced properly by international business educators. In this article, we identify the development patterns of Chinese domestic brands by using a local hotel brand as an example. Particularly, we examine and discuss how a Chinese brand can be established with specific positioning, brand image, and product offering, as well as how the brand can grow by vertical and horizontal extensions based on balancing market opportunities and the brand's own capabilities. Moreover, we expect this research to facilitate the understanding of Chinese brands among international business education. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01