how the brand toward overseas- get to know subculture, precision do marketing!（如何向海外品牌u2014u2014了解亚文化,精准营销!）.docVIP

How the brand toward overseas? Get to know subculture, precision do marketing! Free paper Download Center News: The accurate identification of high inclusive subculture, and use of non-traditional marketing tools exposure to these subcultures, companies can take advantage of the marketing power of urban sub-culture groups in other countries. Many companies in the United States to export their products to certain parts of the world suffered anti-American sentiment, most notably in Asia and the Middle East. On the other hand, market segments in these regions strongly approve of American urban youth culture (hip-hop and rap culture). I conducted a study of Chinese college students for show that identity might ease their hostility to the United States, to increase their willingness to buy American brands, which for many American companies want to seek overseas development is good news. My research shows that a high degree of tolerance by the accurate identification of subcultures, and use of non-traditional marketing tools exposure to these subcultures, companies can take advantage of the marketing power of urban sub-culture groups in other countries. Prior to overseas research, I designed a quantization ‘urban identity’ questionnaire, tested 256 students from Los Angeles and Washington, DC. 30 students according to the characteristics of urban subcultures score yourself, including individualism, hip-hop slang and fashion familiarity, catching popularity, resilience, spirit of adventure and ‘attitude.’ Next, we get them involved in this level of their subculture scoring. Part of the answer is highly correlated two proved the questionnaire is divided into ‘urban identity’ or ‘non-urban identity by’ accurate tool. The students also answered questions on consumption habits. When Unsurprisingly, the city’s identity in making purchasing decisions or to collect product information, easier reference input from the informal and non-traditional sources, suc