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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 1-Jul-2013 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, 6Aslam, 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), 15–30Autostat 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.htmlAvto-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.htmlAvto-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.htmlBaker, M and Sterenberg, G. (2003, December). Managing Global Brands To Meet Consumer Expectations. ESOMAR, Global Cross-Industry Forum, Miami, December 2003Berg-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.pdfBrovkin, 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.htmCaru, A. and Cova. B. (2003) Revsiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267-286Chaadaev, P. (1991). Philosophical works of Peter Chaadaev. BostonChernyshov, 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 magazineDrive (2013). Russian Automotive Market. Analyzing The Results of 2012. Drive.ru on-line automotive magazineEncyclopedia of Russian painting. Vasnetsov Yuri Alekseevich. Retrieved from http://www.artsait.ru/art/v/vasnecovU/main.htmFader, P. (2012). Customer Centricity: Focus on the Right Customers for Strategic Advantage. Wharton Digital PressFaiola, 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 PopulationFolklore songs for children (2012). St. Petersburg, SPbForbes 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-rossiyuGALA (2013). “What is Localization?” Retrieved from: http://www.gala-global.org/view/terminology?page=5Galbraith, J. (May, 2002). Organizing to Deliver Solutions. Organizational Dynamics. Retrieved from http://www.marshall.usc.edu/ceo/teleconferences/2002_org_design/Organizing_D eliver.pdfGribbons, W. M. (1997). Designing for the Global Community. In Proceedings of IEEE International Professional Communication Conference, 261-273. Salt Lake City, UTGurau, 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, 390-395Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values, Beverly Hills, CaliforniaHofstede, G. (1991). Cultures and Organizations: Software of the Mind, McGraw-Hill, New YorkHoft, 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), 132-140Hornik, J. (1980). Quantitative analysis of visual perception of printed advertisements, Journal of Advertising Research, 20(6), 41–48Huntington, S. (1993). The clash of civilizations? Foreign Affairs, 72(3), 22-49Ibeh, 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), 355-373Jung, C. (1971). Collected Works of C. G. Jung, 6(2), Princeton University PressJung, 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-zhenshchinamKluchevskii, V. (1904). The course in Russian history. MoscowKotler, P. (1973) Atmospherics as a marketing tool, Journal of Retailing, 49(4), 48–64Kudrina 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. - MoscowLee, S. and Barnes Jr, J. H. (1989) Using color preferences in magazine advertising, Journal of Advertising Research, 29(6), 25–30Levitt, T. (1962). Innovation in Marketing. McGraw-Hill, New York, NY, 83-95LISA. (2003). The localization industry primer. Switzerland: Localisation IndustryStandards 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=NewsMadden, 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), 90–107Mark, M. and Pearson, C. (2002), The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes, McGraw-Hill, New York, NYMarcus, 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.htmlMcCole, P. (2004) Refocusing marketing to reflect practice. The changing role of marketing for business. Marketing Intelligence and Planning 22 (5), 531-539Medich, R. (2011, May). "Clash of the: 30 Titans". Retrieved from: adweek.comMishenkina E. V. (2011). National and Cultural Specificity of the Concept "Colour" of Russian and Englishmen. Yaroslavl Pedagogical Journal, 1(1), HumanitiesMoore, A. M. (2004). Darwin and the demon: innovating within established enterprises. Harvard Business Review, 82 (7/8), 86-92OECD (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, ParisPendikova I.G. and Rakitina L.S. (2008) Archetypes and symbols in advertising. MoscowPivneva, N. (2003). Archetypes of Russian culture (Doctoral Dissertation, Rostov-on-Don University). Retrieved from http://www.dissercat.com/content/arkhetipicheskie-obrazy-v-russkoi-kultureRainey, J. (2011, February). "Super Bowl ad winner: Darth Vader and Volkswagen". Los Angeles TimesReisenwitz, T. H., Iyer, R. and Cutler, B. (2004), “Nostalgia Advertising and the Influence of Nostalgia Proneness,” Marketing Management Journal, 14(2), 55-66Rogers, Everett (2003). “Diffusion of innovations”, 5th ed. New York: Free PressSchmitt, 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, 16Schmitt, B. H. and Pan, Y. (1994). Managing corporate and brand identities in the Asia-Pacific region, California Management Review, 36(4). 32–48Serov, 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 CustomerCentricity. Journal of Service Research, 9, 113 - 124. Retrieved from http://jsr.sagepub.comSierra, 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), 99-112Skoda 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.htmlSmilansky, S. (2009). “Experiential marketing: a practical guide to interactive brand experiences”. Kogan PageTarakanova, 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), 15-17TopCar (August, 2008). Made in USSR. 19 Little-Known Facts About Lada Niva HistoryTrubetzkoy, N.S. （1991). The Legacy of Genghis Khan and Other Essays on Russia’s Identity. Ed. by Anatoly Liberman. Ann ArborWantChinaTimes. (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=1202WantChinaTimes. (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=1102World writing systems (1996). ed. by Peter T. Daniels and William Bright, Oxford University Press: New York – OxfordYulon Motor (2006). Company History. Retrieved from Yulon Motor official website http://www.yulon-motor.com.tw/company_e/history.aspZaitsev, 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 magazineZaRulyom (2007). Automotive Market. The Results of 2006. ZaRulyom on-line automotive magazineZaRulyom (2008). Automotive Market. The Results of 2007. ZaRulyom on-line automotive magazineZaRulyom (2009). Automotive Market. The Results of 2008. ZaRulyom on-line automotive magazineZaRulyom (2010). Automotive Market. The Results of 2009. ZaRulyom on-line automotive magazineZaRulyom (2011). Automotive Market. The Results of 2010. ZaRulyom on-line automotive magazineZubko, 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 dc.contributor.advisor 許牧彥博士 zh_TW dc.contributor.author (Authors) 達沙 zh_TW dc.contributor.author (Authors) Daria Tingaeva en_US dc.creator (作者) 達沙 zh_TW dc.creator (作者) Daria Tingaeva en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-Jul-2013 17:30:00 (UTC+8) - dc.date.available 1-Jul-2013 17:30:00 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2013 17:30:00 (UTC+8) - dc.identifier (Other Identifiers) G0098359036 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58693 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 98359036 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (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. en_US dc.description.tableofcontents Chapter 1 - Introduction 11.1. Research motivation 11.2. Research objective 11.3. Research question 11.4. Research method 2Chapter 2 - Literature review 32.1. Marketing innovation 32.2. Product-centric vs. customer-centric marketing 42.3. Brand localization and culture 42.3.1. The definition of culture 52.3.2. The role of culture in localization process 62.3.3. The specifics of national Russian culture and character 62.3.4. Language localization 72.3.5. Color localization 82.3.5.1. Color effects in marketing 82.3.5.2. The necessity for color localization 92.4. Experiential marketing 92.5. The theory of advertising psychology and archetypes in marketing 102.5.1. The structure of psyche 112.5.1.1. The personal unconscious 112.5.1.2. The collective unconscious and archetypes 122.5.2. The personal unconscious and the concept of nostalgic advertising 122.5.3. The archetypes of collective unconscious and advertising 132.5.4. Ethno-cultural archetypes 14Chapter 3 – Russia Automotive Market Analysis 153.1. Russian automotive market overview 153.2. Russian SUV market: major players 153.3. Marketing of top-5 SUVs in Russia 163.3.1. Lada 4х4 (Lada Niva) and Niva Chevrolet 163.3.2. Renault Duster 183.3.3. Nissan Qashqai 193.3.4. Kia Sportage 203.3.5. Marketing of top-5 SUVs in Russia: summary 22Chapter 4 –The Challenges of LUXGEN7 SUV in Russia 244.1. Yulon Motor: company description 244.2. The LUXGEN brand 244.2.1. LUXGEN brand values 254.3. LUXGEN in Russia 254.4. LUXGEN7 SUV: characteristics and description 264.5. LUXGEN7 SUV: current positioning in the Russian market 284.6. LUXGEN7 SUV: potential obstacles in the Russian market 284.7. LUXGEN 7 SUV and the competitors 294.7.1. Price and quality ratio 294.7.2. Comparison of technical specifications 304.8. LUXGEN in the Russian market: SWOT analysis 30Chapter 5 - Market Research 325.1. Method 325.2. Collecting secondary data 325.2.1. Russia"s automotive market trends 325.2.1.1.The consumer behavior of Russian married female drivers 335.2.1.2. Psychographic profile of female consumers 345.2.2. The symbolism of colors in traditional Russian culture 345.3. Opinion survey 35Chapter 6 - Marketing Innovation Proposal 416.1. The goals of marketing innovation for LUXGEN in the Russian market 416.2. LUXGEN7 SUV: defining targeted customers 416.2.1. Mentality and spiritual values of Russian females 426.3. Cultural-centric marketing approach for LUXGEN 436.3.1. Language localization of the brand name 446.3.2. Localization of the exterior design 456.4. Creating specific advertisement of LUXGEN7 SUV for the Russian consumers 466.4.1. Nostalgic advertisement 466.4.1.1. The case of Volkswagen nostalgic advertisement 476.4.1.2. Option for LUXGEN nostalgic advertisement: cartoon in the style of classic illustrations from children"s books 486.4.2. The archetypes of collective unconscious in advertising 486.4.2.1. Archetypes in advertising of top-5 automobile brands in Russia 486.4.2.2. LUXGEN advertisement: matching positioning and values with archetypes 496.4.3. Russian ethno-cultural archetypes in LUXGEN advertisement 506.4.4. Archetypes in LUXGEN advertisement: summary 516.4.5. A plot for LUXGEN advertisement 516.4.6. LUXGEN advertisement: a fairy tale cartoon series 52Chapter 7 - Cooperation Network and Strategic Alliance 547.1. LUXGEN7 SUV advertisement and communication media 547.1.1. Internet 547.1.1.1. QR code access Internet commercial and interactive on-line banners 547.1.1.2. Interactive Internet game 557.1.3. Magazines 557.1.4. Outdoor advertising 567.2. Opinion leaderships 567.2. Incorporate with HTC to breaking the stereotype of being Chinese brand 577.3. Experiential marketing for LUXGEN7 SUV 587.3.1. LUXGEN Show+ experiential theater 587.3.2. Creating the community of LUXGEN lady motorists 587.3.3. Event marketing 597.3.3.1. Creative Blind Drive Show 597.3.3.2. Family travelling with photo contest 60Chapter 8 - Conclusion 62List of Tables 65Table 1: Difference between marketing innovation and other types of innovation 65Table 2: Comparison of the product-centric and customer-centric approaches 65Table 3: Archetypes in branding and 4 groups of motivation 66Table 4: Marketing activities of top-5 SUVs in the Russian market 69Table 5: Technical specifications of Luxgen7 SUV, Infiniti FX 35 and Mercedes-Benz GLK 350 70Table 6: Percentage of Russians who intend to purchase a car 71Table 7: The number of female drivers in 2006 and in 2012 in the statistical population is people aged 18 years and older, living in cities with a population of more than 100 thousand 71Table 8: The most important factors for males and females in the process of making decision to purchase an automobile 71Table 9: Cultural-specific semantics of color in Russian culture 71Table 10: Archetypes in the advertisement of top-5 automobile brands in Russia 72Table 11: Archetypes in the advertisement of top-5 automobile brands in Russia and in the proposed advertisement for LUXGEN 73Figure 12: Top-3 most read magazines among male and female motorists 74List Of Figures 75Figure 1: Cultural attitudes relating to brands 75Figure 2: A hypothetical model of color application in marketing (arrows show the direction of influence) 76Figure 3: Top-15 SUV sales in Russia, 2005-2012 77Figure 4: Price-quality ratio of SUV vehicles in the Russian market 78Figure 5: The most likely buyers of cars in Russia 79Figure 6: Psychographic profile of female motorists in Russia 80Figure 7: Gender proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding” 80Figure 8: Age proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who belong to a certain age group 81Figure 9: Marital status proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who chose a certain answer 81Figure 10: The proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, who have and who do not have children, Y-axis shows the number of respondents who chose a certain answer 82Figure 11: Car ownership proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who chose a certain answer 82Figure 13: Attitude to unusual colors among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, x-axis shows the number of respondents who prefer a certain answer 83Figure 14: Attitude to gold color of a car among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 84Figure 15: Attitude to purple color of a car among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 84Figure 17: The pronunciation of “LUXGEN” by the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who think that a certain variant of pronunciation is correct 85Figure 18: More euphonious variant of “LUXGEN” pronunciation for the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain variant of pronunciation 86Figure 19: Clarity of the meaning of the brand through the pronunciation as [l`uks `gen] for the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 86Figure 20: Illustrations by Y. Vasnetsov 87References 88 zh_TW dc.format.extent 1814274 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098359036 en_US dc.subject (關鍵詞) automobile marketing en_US dc.subject (關鍵詞) archetypes en_US dc.subject (關鍵詞) brand awareness en_US dc.subject (關鍵詞) consumer behavior en_US dc.subject (關鍵詞) cultural-based marketing en_US dc.subject (關鍵詞) localization en_US dc.subject (關鍵詞) Russia en_US dc.title (題名) LUXGEN7 SUV在俄羅斯以文化為基礎的行銷創新 zh_TW dc.title (題名) Culture-based marketing innovations for LUXGEN7 SUV in Russia en_US dc.type (資料類型) thesis en dc.relation.reference (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, 6Aslam, 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), 15–30Autostat 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.htmlAvto-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.htmlAvto-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.htmlBaker, M and Sterenberg, G. (2003, December). Managing Global Brands To Meet Consumer Expectations. ESOMAR, Global Cross-Industry Forum, Miami, December 2003Berg-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.pdfBrovkin, 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.htmCaru, A. and Cova. B. 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