Brand Research in East China

Author: Zhang Zuojian
Publisher:
Publish Date: 2003-07-01
Features: This book studies brands and advertising from the perspective of China's regional economic division. Starting from the developed coastal cities in the east, it examines the development and expansion process of Chinese brands and advertising through extensive field research examples. Through historical and real-world case analyses, it identifies issues and proposes models for modernization in the management process. On the occasion of the 30th anniversary of the normalization of Sino-Japanese diplomatic relations, the Japan Yoshida Hideo Memorial Foundation has commissioned the Peking University, Tsinghua University, Renmin University of China, Beijing Broadcasting University, Fudan University, and Shanghai University to conduct advertising academic research on the theme "The Current State and Future of Chinese Advertising Activities." The results of this research are about to be published. On behalf of the China Advertising Association, we extend our sincere gratitude to the Japan Yoshida Hideo Memorial Foundation for their significant support and assistance in the field of Chinese advertising education. We also express our heartfelt congratulations to the Yoshida Hideo Memorial Foundation and the six Chinese universities for the successful publication of this research.