English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 71463/104422 (68%)
造訪人次 : 19146251      線上人數 : 629
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/58693


    題名: LUXGEN7 SUV在俄羅斯以文化為基礎的行銷創新
    Culture-based marketing innovations for LUXGEN7 SUV in Russia
    作者: 達沙
    Daria Tingaeva
    貢獻者: 許牧彥博士
    達沙
    Daria Tingaeva
    關鍵詞: automobile marketing
    archetypes
    brand awareness
    consumer behavior
    cultural-based marketing
    localization
    Russia
    日期: 2012
    上傳時間: 2013-07-01 17:30:00 (UTC+8)
    摘要: The purpose of this research is to develop a marketing plan for a new brand, which intends to enter a foreign market. The basis of the research is a proposal of marketing plan for LUXGEN7 SUV, the vehicle, which the company Yulon Motor is going to introduce into the Russian market in Q3 of 2013.
    Russia is an absolutely new market for Yulon. Russia has a severe climate and specific road conditions. There is a huge cultural gap between the Taiwanese and the Russians: the customs, traditions, way of life, values and preferences of the Russian consumers are strikingly different from the Taiwanese.
    The main premise of the research is that the cultural-centric marketing approach will be the key mechanism for LUXGEN to increase its brand awareness among the Russian consumers, to build a reputation of the brand, which puts their traditions, cultural values and preferences on the first place and to establish warm and sincere relationship with the Russian people.
    The theoretical framework of this research is not limited by only marketing study literature, but it also includes the analysis of the books and articles on psychology and culture studies for deeper understanding of the subject.
    The main results of the research are:
    - Choosing females as main targeted customers of LUXGEN in Russia;
    - Finding out what localization of its brand name and exterior design LUXGEN should undertake according to the linguistic and color preferences of the Russians;
    - Creating a special advertisement campaign for LUXGEN taking into consideration psychological and cultural aspects and defined what communication media should be used to make advertisement message reach the potential customers;
    - Designing several marketing events and activities for LUXGEN to organize in order to provide its consumers with special experiences.
    參考文獻: Ababkov V.A., Kaidanovskaya E.V., Perret M. and Shebi D. (2004). Family life and professional work (based on the research on parent families with children under school age). Problems of Psychology, 6

    Aslam, M. M., (March 2006). Are You Selling the Right Colour? A Cross-cultural Review of Colour as a Marketing Cue. Journal of Marketing Communications, 12(1), 15–30

    Autostat Analytical Agency (2012, June 5). Russia ranked seventh among the world's leading automobile markets. Retrieved from Autostat Analytical Agency website: http://www.autostat.ru/news/view/10504/

    Autostat Analytical Agency (2013, March 6). SUV – is the leader among foreign vehicles in Russia. Retrieved from Autostat Analytical Agency website: http://eng.autostat.ru/news/view/7653/

    AvtoMir (2012, February 5). Luxgen: Real Future. Retrieved from AvtoMir on-line automotive magazine website: http://old.avtomir.com/cars/firstacquaintance/7124/

    Avto-Russia. (2012). Technical Specifications of Infiniti FX. Russian on-line automotive magazine avto-russia.ru. Retrieved from http://avto-russia.ru/autos/infiniti/infiniti_fx.html

    Avto-Russia. (2012). Technical Specifications of LUXGEN7 SUV. Russian on-line automotive magazine avto-russia.ru. Retrieved from: http://avto-russia.ru/autos/luxgen/luxgen_7_suv.html

    Avto-Russia. (2012). Technical Specifications of Mercedes GLK350. Russian on-line automotive magazine avto-russia.ru. Retrieved from http://avto-russia.ru/autos/mercedes/mercedes_glk_350_at.html


    Baker, M and Sterenberg, G. (2003, December). Managing Global Brands To Meet Consumer Expectations. ESOMAR, Global Cross-Industry Forum, Miami, December 2003

    Berg-Weitzel, L. V. D. and Laar, G. V. D. (2001) Relation between culture and communication in packaging design. Journal of Brand Management, 8(3), 171–184.

    Bonchev I. (2012, February). An overview of the Russian and CIS automotive industry. Retrieved from http://www.ey.com/Publication/vwLUAssets/Russian_and_CIS_automotive_industry/$FILE/Russia%20Automotive_2012.pdf

    Brovkin, D. (1999), Analytical Psychology of C. G. Jung and Advertisement Practises. Almanac “Laboratory of Advertisement, Marketing and Public Relations”. Retrieved from http://www.advlab.ru/articles/article30.htm

    Caru, A. and Cova. B. (2003) Revsiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286

    Chaadaev, P. (1991). Philosophical works of Peter Chaadaev. Boston

    Chernyshov, A. B. (2010), N. I. Ancient Archetypes in Russian Cultural Tradition. Lobachevsky Nizhny Novgorod University bulletin (1), 349–356

    Cheskin & Masten Inc. (1987) Color Information Package, a non-proprietary colour research report (Palo Alto, CA: Cheskin & Masten Inc.)

    Drive (2012). Russian Automotive Market. Analyzing The Results of 2011. Drive.ru on-line automotive magazine

    Drive (2013). Russian Automotive Market. Analyzing The Results of 2012. Drive.ru on-line automotive magazine

    Encyclopedia of Russian painting. Vasnetsov Yuri Alekseevich. Retrieved from http://www.artsait.ru/art/v/vasnecovU/main.htm

    Fader, P. (2012). Customer Centricity: Focus on the Right Customers for Strategic Advantage. Wharton Digital Press

    Faiola, A. (2002). A visualization pilot study for hypermedia: Developing cross-cultural user profiles for new media interfaces. The Journal of Educational Multimedia and Hypermedia, 11(3)

    Federal State Statistics Service (2011). Living Standards of Population

    Folklore songs for children (2012). St. Petersburg, SPb

    Forbes Russia. (2012, September 4). How a little-known Taiwanese automaker decided to conquer Russia. Retrieved from Forbes Russia on-line magazine: http://www.forbes.ru/sobytiya/avtomobili/111732-kak-maloizvestnyi-taivanskii-avtoproizvoditel-reshil-zavoevat-rossiyu

    GALA (2013). “What is Localization?” Retrieved from: http://www.gala-global.org/view/terminology?page=5

    Galbraith, J. (May, 2002). Organizing to Deliver Solutions. Organizational Dynamics. Retrieved from http://www.marshall.usc.edu/ceo/teleconferences/2002_org_design/Organizing_D eliver.pdf

    Gribbons, W. M. (1997). Designing for the Global Community. In Proceedings of IEEE International Professional Communication Conference, 261-273. Salt Lake City, UT

    Gurau, C., Ranchhod, A. and Hackney, R. (2003). Customer-Centric Strategic Planning: Integrating CRM in Online Business Systems. Information Technology and Management (4), 199-214. The Netherlands: Springer Netherlands. Retrieved from http://www.springerlink.com/content/j93012x215840117/

    Hirsch, A. R. (1992), “Nostalgia: A Neuropsychiatric Understanding”: Advances in Consumer Research, eds. John F. Sherry and Brian Sternthal, Provo, UT: Association for Consumer Research, 390-395

    Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values, Beverly Hills, California

    Hofstede, G. (1991). Cultures and Organizations: Software of the Mind, McGraw-Hill, New York

    Hoft, N. (1995). “International Technical Communication: How to Export Information about High Technology”. John Wiley & Sons, Inc.

    Holbrook, M.B. and Hirschman, E.C. (1981) The experiential aspects of consumption: Consumer fantasy, feelings and fun. Journal of Consumer Research, 9 (2), 132-140

    Hornik, J. (1980). Quantitative analysis of visual perception of printed advertisements, Journal of Advertising Research, 20(6), 41–48

    Huntington, S. (1993). The clash of civilizations? Foreign Affairs, 72(3), 22-49

    Ibeh, K., Luo, Y., Keith, D. (2005, June). “E-branding strategies of Internet companies: Some preliminary insights from the UK,” Journal of Brand Management, 12(5), 355-373

    Jung, C. (1971). Collected Works of C. G. Jung, 6(2), Princeton University Press

    Jung, C. (1996). The Archetypes and the Collective Unconscious, London

    Jung C. (1969). The structure and dynamics of the psyche, Princeton University Press

    JustLady (September, 13). Which automobiles women like. On-line magazine justlady.ru. Retrieved from: http://www.justlady.ru/articles-161199-kakie-avtomobili-nravyatsya-zhenshchinam

    Kluchevskii, V. (1904). The course in Russian history. Moscow

    Kotler, P. (1973) Atmospherics as a marketing tool, Journal of Retailing, 49(4), 48–64

    Kudrina A.V. and Mescheryakov B.G. (2011) The semantics of color in different cultures. Psychological Journal of International University of Nature, Society and Human “Dubna” (1)

    Kulpina V. G. (2001). Color Linguistics: Color terms in the Polish and Russian languages. - Moscow

    Lee, S. and Barnes Jr, J. H. (1989) Using color preferences in magazine advertising, Journal of Advertising Research, 29(6), 25–30

    Levitt, T. (1962). Innovation in Marketing. McGraw-Hill, New York, NY, 83-95

    LISA. (2003). The localization industry primer. Switzerland: Localisation Industry
    Standards Association

    Luxgen-motor (2012, August 30). Debut of LUXGEN in MIAS, the New Intelligent Auto Force in Russia Retrieved from Luxgen-Motor official website: http://www.luxgen-motor.com/Message/MessageDetail?ContentID=ea110fa7-bce7-4268-8c3c-f60da0ec9243&actionName=News

    Madden, T. J., Hewitt, K. and Roth, M. S. (2000) Managing images in different cultures: a cross-national study of color meanings and preferences, Journal of International Marketing, 8(4), 90–107

    Mark, M. and Pearson, C. (2002), The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes, McGraw-Hill, New York, NY

    Marcus, A. and Gould, E. (2000, June 19). Cultural dimensions and global Web user-Interface design: What? So what? Now what? Paper presented at the the 6th Conference on Human Factors and the Web, Austin, Texas. Retrieved from http://www.amanda.com/resources/hfweb2000/hfweb00.marcus.html

    McCole, P. (2004) Refocusing marketing to reflect practice. The changing role of marketing for business. Marketing Intelligence and Planning 22 (5), 531-539

    Medich, R. (2011, May). "Clash of the: 30 Titans". Retrieved from: adweek.com

    Mishenkina E. V. (2011). National and Cultural Specificity of the Concept "Colour" of Russian and Englishmen. Yaroslavl Pedagogical Journal, 1(1), Humanities

    Moore, A. M. (2004). Darwin and the demon: innovating within established enterprises. Harvard Business Review, 82 (7/8), 86-92

    OECD (2005). The Measurement of Scientific and Technological Activities: Oslo Manual, Guidelines for Collecting and Interpreting Innovation Data, Third edition, a joint publication of OECD and Eurostat, OECD Publishing, Paris

    Pendikova I.G. and Rakitina L.S. (2008) Archetypes and symbols in advertising. Moscow

    Pivneva, N. (2003). Archetypes of Russian culture (Doctoral Dissertation, Rostov-on-Don University). Retrieved from http://www.dissercat.com/content/arkhetipicheskie-obrazy-v-russkoi-kulture

    Rainey, J. (2011, February). "Super Bowl ad winner: Darth Vader and Volkswagen". Los Angeles Times

    Reisenwitz, T. H., Iyer, R. and Cutler, B. (2004), “Nostalgia Advertising and the Influence of Nostalgia Proneness,” Marketing Management Journal, 14(2), 55-66

    Rogers, Everett (2003). “Diffusion of innovations”, 5th ed. New York: Free Press

    Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands - 99 edition, Free Press

    "Top 10 Viral Campaigns," (2013, December, 12). Advertising Age, 16

    Schmitt, B. H. and Pan, Y. (1994). Managing corporate and brand identities in the Asia-Pacific region, California Management Review, 36(4). 32–48

    Serov, N. V. (2004). Culture of color: psychology, cultural studies, physiology. - St. Petersburg.

    Shah, D., Rust, R., Parasuraman, A., Staelin, R. and Day, G. (2006). The Path to Customer
    Centricity. Journal of Service Research, 9, 113 - 124. Retrieved from http://jsr.sagepub.com

    Sierra, J. J. and McQuitty, S. (2007), “Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory,” Journal of Marketing Theory and Practice, 15(2), 99-112

    Skoda Mir. (2012, April). Skoda got to know what women want. Retrieved from Skoda Mir on-line magazine: http://www.skodamir.ru/news/around-skoda/823-skoda-uznala-chego-hotyat-zhenschiny.html

    Smilansky, S. (2009). “Experiential marketing: a practical guide to interactive brand experiences”. Kogan Page

    Tarakanova, D.A. (2012, March, 5). "Symboliс" in the semantics of color terms in Russian folk culture (cultural studies and linguistics). Tomsk State University Journal (360), 15-17

    TopCar (August, 2008). Made in USSR. 19 Little-Known Facts About Lada Niva History

    Trubetzkoy, N.S. (1991). The Legacy of Genghis Khan and Other Essays on Russia’s Identity. Ed. by Anatoly Liberman. Ann Arbor

    WantChinaTimes. (2012, August 25). Chinese automakers eye up Russia's vast expanses. Retrieved from WantChinaTines news website: http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20120825000052&cid=1202


    WantChinaTimes. (2012, November 28). Luxgen to invest NT$1.2bn in Russia car production. Retrieved from WantChinaTines news website: http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20121128000061&cid=1102

    World writing systems (1996). ed. by Peter T. Daniels and William Bright, Oxford University Press: New York – Oxford

    Yulon Motor (2006). Company History. Retrieved from Yulon Motor official website http://www.yulon-motor.com.tw/company_e/history.asp

    Zaitsev, Y. and Raibman, M. (2011, March). Automobile consumer profile. Automobile marketing communications and business management daily. Retrieved from http://www.automarketolog.ru/stati/upravlenie_marketingom/portret_potrebitelya_na_avtomobilnom_rynke_/

    ZaRulyom (2006). Automotive Market. The Results of 2005. ZaRulyom on-line automotive magazine

    ZaRulyom (2007). Automotive Market. The Results of 2006. ZaRulyom on-line automotive magazine

    ZaRulyom (2008). Automotive Market. The Results of 2007. ZaRulyom on-line automotive magazine

    ZaRulyom (2009). Automotive Market. The Results of 2008. ZaRulyom on-line automotive magazine

    ZaRulyom (2010). Automotive Market. The Results of 2009. ZaRulyom on-line automotive magazine

    ZaRulyom (2011). Automotive Market. The Results of 2010. ZaRulyom on-line automotive magazine

    Zubko, R. (2012, November 7). Class Luxury in Asian style. Kolesa.ru online automotive magazine. Retrieved from http://www.kolesa.ru/article/2012/11/07/luxgen_v_rossii
    描述: 碩士
    國立政治大學
    科技管理研究所
    98359036
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098359036
    資料類型: thesis
    顯示於類別:[科技管理研究所] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    903601.pdf1771KbAdobe PDF472檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋