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The reverse model of repositioning: A case study of the Howard Johnson hotel chain in China
Lianping Ren,Po-Ju Chen,Jinlin Zhao,Peilai Wang 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.4
This study explores the repositioning of an international hotel brand, Howard Johnson China (HoJo China) and examines the decoding strategies and process the fi rm undertook to establish itself in that market. The study reports that HoJo China had gone through a reverse model of repositioning, starting with the repositioning decision, followed by customer response analysis, and competitor analysis. A persistent pursuit of service quality and eff ective management consolidated the repositioning of HoJo China. The study includes creating a causal map to analyze the success factors of the repositioning case of HoJo China. The discussion describes the infl uences of contextual factors.
Chen Po-Ju,Ren Lianping,Xiangping Li,Yang Fiona X. 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.1
This introduction reviews current issues in tourist behaviors and retailing. The article furthers the retailing shopping framework and its application to consumer behavior in general and tourism and retailing in particular. A summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue.