Proceedings of the 2017 International Conference on Management, Education and Social Science (ICMESS 2017)

Research on the Brand Strategy of Fujian Free Trade Zone based on ISMAS Model

Authors
Wenchao Du, Juan Guo
Corresponding Author
Wenchao Du
Available Online June 2017.
DOI
https://doi.org/10.2991/icmess-17.2017.106How to use a DOI?
Keywords
China(Fujian) Pilot Free Trade Zone; Cultural brand; ISMAS Model; Strategy
Abstract
Research on the ISMAS model and the cultural brand of Fujian free trade area (FTA) based on the constructed IAMAS model, aims to research the relationship between the ISMAS model and the cultural brand of Fujian FTA, to study how to build the cultural brand of Fujian FTA. This article analyzes the consumer perception of the brand and the sharing process of the cultural brand of Fujian FTA. The study found that the perception on the brand culture and sharing process of cultural brand consumer follow the basic ISMAS model; Five stages of ISMAS model are mutual connection, mutual influence and restriction each other. This study defines cultural brand of Fujian FTA and enrich the ISMAS model. Finally, this article discussed how to carry out the cultural brand of Fujian FTA from the interest, search, word, action and sharing.
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Proceedings
2017 International Conference on Management, Education and Social Science (ICMESS 2017)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
June 2017
ISBN
978-94-6252-348-7
ISSN
2352-5398
DOI
https://doi.org/10.2991/icmess-17.2017.106How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Wenchao Du
AU  - Juan Guo
PY  - 2017/06
DA  - 2017/06
TI  - Research on the Brand Strategy of Fujian Free Trade Zone based on ISMAS Model
BT  - 2017 International Conference on Management, Education and Social Science (ICMESS 2017)
PB  - Atlantis Press
SP  - 456
EP  - 459
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-17.2017.106
DO  - https://doi.org/10.2991/icmess-17.2017.106
ID  - Du2017/06
ER  -