Cantonese culture is an important part of Chinese culture. From the perspective of the consumer side, with the way of in-depth interview and questionnaire, the paper conducts a research on the consumers’ cognition of Cantonese cultural product, and proposes a corresponding design strategy. The research shows that although consumers are interested in Cantonese culture, not many consumers pay attention to Cantonese cultural product. The main reasons include the lack of category, practicality and innovation of Cantonese cultural product and so on. To strengthen consumers’ attention and consumption of Cantonese cultural product, it is suggested that the appearance, visual symbol of Cantonese, product function diversity and the addition of technology and nostalgic should be considered for designers.
{"title":"Design Strategy Based on Consumers' Cognition of Cantonese Cultural Product in the New Era","authors":"Xingyi Zhong, Taiwei Sun","doi":"10.54941/ahfe1001855","DOIUrl":"https://doi.org/10.54941/ahfe1001855","url":null,"abstract":"Cantonese culture is an important part of Chinese culture. From the perspective of the consumer side, with the way of in-depth interview and questionnaire, the paper conducts a research on the consumers’ cognition of Cantonese cultural product, and proposes a corresponding design strategy. The research shows that although consumers are interested in Cantonese culture, not many consumers pay attention to Cantonese cultural product. The main reasons include the lack of category, practicality and innovation of Cantonese cultural product and so on. To strengthen consumers’ attention and consumption of Cantonese cultural product, it is suggested that the appearance, visual symbol of Cantonese, product function diversity and the addition of technology and nostalgic should be considered for designers.","PeriodicalId":375109,"journal":{"name":"Cross-Cultural Decision Making","volume":"143 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127291186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Under the impact of the economic globalization across the world and the dual incentive of the flourishing information exchange, local multinational enterprises begin to emerge. Nowadays, the enterprises from all walks of life are under ever increasing pressure from competition at home and abroad. Under such background, let’s take Starbucks as an example herein to specify the cross-cultural barriers the multinational companies have to tackle in their marketing, such as language differences, religious beliefs, cultural values, etc., and interpret their marketing strategies in China in view of such differences: how to well understand accurate market positioning and market segmentation, attach importance to brand localization design to improve the popularity and recognition of multinational enterprises in China, and then consolidate and expand the brand consumer market. The Chinese elements with regard to localization design will be exemplified in aspect of application strategy, festival strategy and regional strategy, with the classified research through the analysis and presentation of these strategies.The localization design of Starbucks is of great help and enlightenment to the brand shaping and marketing strategy of Chinese local coffee brands. China's local coffee brands should pay close attention to transnational marketing strategies, and constantly innovate design to keep up with the market progress and consumer demand, in an effort to balance the localized design and the service of enterprises, and discover the connotation of localized design under the trend of globalization.
{"title":"On Localization Design in Transnational Marketing - The Example of Starbucks","authors":"Ifumi Akasaka","doi":"10.54941/ahfe1001851","DOIUrl":"https://doi.org/10.54941/ahfe1001851","url":null,"abstract":"Under the impact of the economic globalization across the world and the dual incentive of the flourishing information exchange, local multinational enterprises begin to emerge. Nowadays, the enterprises from all walks of life are under ever increasing pressure from competition at home and abroad. Under such background, let’s take Starbucks as an example herein to specify the cross-cultural barriers the multinational companies have to tackle in their marketing, such as language differences, religious beliefs, cultural values, etc., and interpret their marketing strategies in China in view of such differences: how to well understand accurate market positioning and market segmentation, attach importance to brand localization design to improve the popularity and recognition of multinational enterprises in China, and then consolidate and expand the brand consumer market. The Chinese elements with regard to localization design will be exemplified in aspect of application strategy, festival strategy and regional strategy, with the classified research through the analysis and presentation of these strategies.The localization design of Starbucks is of great help and enlightenment to the brand shaping and marketing strategy of Chinese local coffee brands. China's local coffee brands should pay close attention to transnational marketing strategies, and constantly innovate design to keep up with the market progress and consumer demand, in an effort to balance the localized design and the service of enterprises, and discover the connotation of localized design under the trend of globalization.","PeriodicalId":375109,"journal":{"name":"Cross-Cultural Decision Making","volume":"62 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126729616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study examined the link between personality characteristics and emotional exhaustion among customer service workers. The live survey application S was employed to conduct a web-based questionnaire survey of customer service workers in the United States in March 2021 with 50 questions related to the COVID-19 pandemic. Most respondents (65.78%) reported that they had felt emotional exhaustion. This study used descriptive statistics, correlation analysis, and moderated regression analyses to test the hypotheses. Results suggested that employee emotional exhaustion was caused by environmental, situational, and social phenomena such as the COVID-19 pandemic at the time rather than individual characters. The result also indicated that employees with high levels of agreeableness, conscientiousness, and job satisfaction can quickly reduce and control their emotional exhaustion when experiencing conflicts.
{"title":"Interactions of job satisfaction with personality could avoid emotional exhaustion among customer service employees","authors":"N. Okabe","doi":"10.54941/ahfe1001856","DOIUrl":"https://doi.org/10.54941/ahfe1001856","url":null,"abstract":"This study examined the link between personality characteristics and emotional exhaustion among customer service workers. The live survey application S was employed to conduct a web-based questionnaire survey of customer service workers in the United States in March 2021 with 50 questions related to the COVID-19 pandemic. Most respondents (65.78%) reported that they had felt emotional exhaustion. This study used descriptive statistics, correlation analysis, and moderated regression analyses to test the hypotheses. Results suggested that employee emotional exhaustion was caused by environmental, situational, and social phenomena such as the COVID-19 pandemic at the time rather than individual characters. The result also indicated that employees with high levels of agreeableness, conscientiousness, and job satisfaction can quickly reduce and control their emotional exhaustion when experiencing conflicts.","PeriodicalId":375109,"journal":{"name":"Cross-Cultural Decision Making","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134049518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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