Research on the Brand Strategy of Fujian Free Trade Zone based on ISMAS Model
Wenchao Du, Juan Guo
Available Online June 2017.
- https://doi.org/10.2991/icmess-17.2017.106How to use a DOI?
- China(Fujian) Pilot Free Trade Zone; Cultural brand; ISMAS Model; Strategy
- 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.
- 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 -