China has been the biggest factory in the world, most of products are marked “made in China”. With the rapid grows of consumption in China, it is also the biggest market. However, Chinese consumers with deep-rooted Confucian value system may different from Western countries (Ramasamy & Yeung, 2009). Do they still have strong consumer ethnocentrism? Or they can accept all the things they made but with the foreign brands? The power of WOM to influence customer attitude toward one brand is well known to all the marketing researchers. But the fast development of internet and social media network changed consumers’ behavior, word-of-mouth has acquired electronic WOM (e-WOM) as a new name (Goyette et al, 2010). Customer use E-WOM to evaluate product and make purchase decision. Ethnocentric consumers are against foreign brands as they believe that purchasing these brands will hurt domestic economy and brands, cause loss of jobs and increase the power of capitalist companies and dependency of poorer economies to them (Kaynak & Eksi, 2013). But customers are will to searching the better products. Such as Chinese mainland consumers hire purchase agent to shopping aboard. The purchase agent post information in the social media network as eWOM. This research wants to explore the young Chinese still have high ethnocentric tendency or not influenced by eWOM. If E-WOM can be a marketing method to reduce the ethnocentrism when foreign brands entry a new country. And also the domestic brands can use E-WOM to enhance ethnocentrism to against foreign brands. In this research, study 1 tests positive E-WOM or negative E-WOM to test if it can enhance Chinese consumers’ ethnocentrism or reduce their ethnocentrism for their own country products. This research also tests if consumer ethnocentrism can influence on brand equity and purchase intention. Based on the literature review, researchers establish concept model was shown in Table 1. This study uses SPSS and AMOS to analysis the sample. Based on the results this research gives suggestions to both academic and practice.

Understanding the types and dynamics of drivers on customer equity has been the subject of marketers’ attention for decades, however it is only recently been suggested that cultural or national contexts play a role in this understanding. Much of this research has been centered on the differences between the West and the Asia with many differences being found. Confucianism is often used to explain these differences. This comes as no surprise as Confucianism is argued to be the dominant cultural philosophy, or mode of thought, influencing East Asian individuals’ and entities’ roles in society and with each other. The philosophy has spread from its foundation in China to influence many other key societies in East Asia, such as Korea, Vietnam, and Japan. The general assumption in most of the literature is Confucianism will act similarly in every society it has spread to, but is this the case? What is not understood, therefore, is if the influence of Confucianism is equal among different East Asian societies? This exploratory study therefore seeks to contribute to knowledge by identifying if Confucianism is an influential force on customer equity drivers? And if so, are there differences between East Asian societies? Given the growing economic clout and importance of East Asia and the rising East Asian diaspora, marketer’s adherence and understanding of Confucian principles may be key to their success of managing their customer relationships, underscoring one of their key assets, their customer equity. With most cross-national research taking an umbrella view of the role of Confucianism as an explanatory variable on the behaviors of East Asian consumers, such as the Chinese and South Koreans (e.g. Bond, 1996; Hofstede, 1980), they are ignoring the behavioral and attitudinal variations that exist between East Asian Societies (e.g. Kim & Leung, 2007; Zhang et al., 2013). There is debate suggesting that Confucianism is having less effect now due to globalization, digitalization and capitalism (Leidner, 2010) potentially creating new hybrid value systems (Ralston, 2008). In China, arguments suggest Confucian influence is lessening due to the systemic philosophical changes in the nation’s society over the twentieth century, with the move from traditional Confucius philosophy to Maoism to socialist capitalism (Chiu 2002, Whitcomb et al., 1998). Other East Asian societies however may have moved away from Confucianism much quicker than China, due to their much earlier global exposure than China’s open door globalization policy in the late 1970s. In spite of this, there is wide agreement that Confucianism remains a strong influence in both China (e.g., Zhao & Roper, 2011) and other East Asian societies,such as Korea (Sung & Tinkham, 2005; Lee et al, 2009). The nexus of our paper therefore is that Confucianism does still have an influential role, but what this role is, and how this role differs between societies should be explored. In its purest form, Confucianism is composed of five constant virtues (e.g. Zhang et al., 2005): Benevolence: kind, sympathetic, compassionate, tolerant and respectful of others; Righteousness: the power to protect justice and goodness; Propriety: following societal regulations and laws; Wisdom: having good knowledge, intelligence and systems to provide excellence; and Trustworthiness: fulfillment of promises. Although the foundations of Confucianism goes back millennia, the use of the virtues to guide commercial operations stems from the Ming Dynasty (1368 – 1644). How adherence to each of the virtues by modern marketing organizations influences their relationships with the modern customer however, has not been explored fully. We argue that each of the virtues will have a positive effect on the key customer equity drivers; value equity, brand equity and relationship equity (Lemon et al., 2001; Rust et al., 2004), and thereon customer lifetime value. Using a sample of young Chinese and Korean consumers, the Confucian five constant virtues, benevolence, righteousness, propriety, trustworthiness and wisdom are measured and their relationships explored on the three dominant drivers of customer equity; value equity, brand equity and relationship equity. The results show that the benevolence, righteousness and wisdom virtues have significant positive relationships on the three drivers. Trustworthiness and propriety virtues however have negative significant relationships. Chinese and South Korean results are then compared. The results show that the Confucianism constant virtues drive different customer equity drivers in these two societies. The five constant virtues have stronger effects for young Chinese customers than their Korean counterparts. The equity drivers of CLV also vary, with brand equity significant in the Chinese sample and value equity significant in the Korean sample. Additionally, some significant paths to the equity drivers differ between Korea and China. Benevolence has a significant negative effect on value and relationship equity drivers (opposite to China) and righteousness a significant effect on value equity (not observed in China). These results support our proposition that a national effect on the manner and influence of the Confucian drivers may vary by society.

Many software enterprises prefer to use usual entrepreneurial approaches and make detailed business plans, which cost them a lot of time and resources. In the highly uncertain environment, the above practice lead to fail at business or entrepreneurship. To avoid the undesirable feature, software enterprises should adopt lean start-up method. The core idea of lean start-up method is to put in a minimalist prototype on the market, and fast iterative product on the basis of customer feedback (Ries, 2011). Because customers are introduced to the products or service iterative innovation process, the enterprise can meet the needs of the market better and grow up rapidly. Meanwhile, the enterprise can find a suitable business model to achieve efficient operation or reduce the risk of entrepreneurship (Maurya, 2013). Combining case study and theoretical deduction, this paper will show a process for software enterprise using lean start-up method. Firstly, based on literature reviews, the paper will sum up the basic logic of lean start-up and specifically expatiate the five-step model for software enterprises which is “idea generation-customer validation-prototype creation-customer feedback-product iteration”. Secondly, this paper will give a lean start-up process for software enterprises. In the process, the first step is drawing a business model canvas rather than a detailed business plan, it may include nine blocks which are key partners, key activities, key resources, value propositions, customer relationships, channels, customer segments, cost structure and revenue streams, each block has a series of hypotheses (Blank, 2013). The second step is adopting the customer development method to test these hypotheses and adjust irrational hypotheses to satisfy customers’ requirements, this step is referred to as validated learning, with the aim of setting up a continuous customer feedback channel and achieving long-term sustainable development. The third step is adopting agile development to build minimum viable product and iterative the product according to customer feedback quickly, in order to reduce waste and save resources. It is essential for lean start-up to use a smaller, faster iterative process to verify the idea (Ries, 2011). Thirdly, this paper will use several typical cases of software enterprises to verify this lean start-up process. Finally, put forward the general rule of lean management so that it can provide reference for the software enterprises.

With the ecological environment deteriorating and rapid growth of world population, sustainable issue becomes a hot issue all over the world. All the state, industry and consumer levels pay more attention to the sustainable filed. Even Kotler (2011) in his study mentioned that the need for sustainable issue means new challenges to the scholars and practitioners. This research aim to the sustainable consumption filed in China. Based on the previous studies, sustainable consumption can be summarized including clothing, food, housing and travelling is an important way to cope with the deteriorating ecological environment and the rapid growth of world population. The Chinese government attaches great importance to sustainable consumption, at the same time the government has issued many sustainable policies to promote the development of sustainable consumption concept. Environmental policies consists of three kinds of instruments (regulation instrument, economic instrument, and information instrument), but which instrument is more effective to promote people’s sustainable consumption attitude and behavior, and whether these effects will be changed or not in different context, previous studies have no clear answer. Based on the literature view, this study organized and established the concept research model. Following the logic of policy-attitude-behavior, the researchers examined the relationship among environmental policy instruments, sustainable consumption attitude and sustainable consumption behavior. Meanwhile, due to long-term orientation was an important variable to explain attitude and behavior, based on time orientation theory, this research also tested the moderating role of long-term orientation between environmental policy instruments and sustainable consumption attitude. Data were collected from Chinese residents in the medium size city, after excluding 67 invalid questionnaires, 325 questionnaires were used to analysis. Through exploratory factor analysis and confirmatory factor analysis, this study confirmed that the scales of main variables had good reliability and validity. Researchers adopted SPSS19.0 to conduct multiple regression analysis. Results showed that regulation instrument and economic instrument had significant effects on sustainable consumption attitude, but the effect of information instrument was not significant. Long-term orientation played the positive moderating role between economic instrument and sustainable consumption attitude; consumers’ sustainable consumption attitude was correlated with sustainable consumption behavior, and was as a mediator between regulation instrument, economic instrument and sustainable consumption behavior. Finally, based on the research results we give some suggestions and contributions to both academy and practice. The conclusions of this study can contribute to the enrichment of environment policy theory，time orientation theory and sustainable consumption，and can provide a certain theoretical guidance and reference for the issue of government on how to promote the development of sustainable consumption. We also point out the limitations of this study and some suggestions for further researches.

The luxury market keeps growing in the global world. Marketing scholars focus on Chinese luxury consumers, because Chinese consumers show different characteristics comparing to foreign consumers. Personal hedonic value cannot be ignored among factors which influence consumers’ purchase intention. After the survey on 128 consumers who have luxury purchasing experience, the study finds out that as the two of three sub-dimensions of hedonic value, self-gifting and self-pleasure can significantly influence luxury perceived value, but self-enrichment has nothing to do with it. Luxury perceived value can directly affect consumers’ purchase intention on luxury products. But this relationship can be negatively moderated by interpersonal effects. At the end, managerial implications and theoretical contributions are discussed.

There are amount of researches study about corporate competition sustainability, find the way to survive in the competition. But sustainable development has been launched for many years. Sustainable marketing aims to balance among economic, environmental, and social goals. Marketing methods of one company should be innovated with fast development. Marketing practitioners and researchers should follow the idea to sustainable marketing base on the hot issue of sustainable issue. Because sustainable marketing can increase firms’ profit and improve the environment such as nature environment and society. Customer equity is the sum of customer lifetime value, comes from value creation based on profits, costs, cash flow, customers, and customer relationships. Customer equity has been defined as value of future profits that might be acquired from customers, excluding corporate costs (Berger & Nasr, 1998), as profits created when companies allocate resources appropriately to acquire and retain customers (Blattberg & Deighton, 1996), and as the sum of all customers’ discounted lifetime value (Lemon et al., 2001). In this research studied the relationship between sustainable marketing and customer equity. Customer equity has been the key for companies’ sustainable competitive advantage. The company can make proper marketing strategy with customer equity which can both satisfy consumers and make a profit for the company (Lemon et al., 2001). Also test customer attitude to sustainable marketing in different culture. Based on the results this study gave both academy and practice implications.

Researcher in the western world have studied corporate social responsibility (CSR), sustainable development, and marketing procedures for combining CSR and sustainability, but Asian awareness has been limited on both corporate and state levels. Asian researchers need to improve sustainable marketing theory because China, especially, urgently needs to confront the problem in sustainability management. The authors argue that Confucian principles, which are built on five constant virtues that have guided family and commercial life in China for more than 2,500 years, are relevant to theory regarding CSR and sustainability. To analyze sustainability in China in relation to Confucian principles, the authors develop and refine a questionnaire to be used in China, and use SPSS to analyze reliability and EFA. They use CFA and SEM to analyze sustainable marketing performance and customer equity and derive conclusions and implications.

Today, with the rapid development of economy and the rapid advancement of urbanization, there are still many difficulties and challenges on the road of enterprise production and operation. Especially financial risk, which always accompanies the entire development process of the enterprise, is one of the risks that have the greatest impact on the production process and operation of the enterprise. Timely management and prevention of financial risks is the core link of enterprise operation and development. It can be said that the real estate industry is a very basic and mainstream field, with a certain leading position, and is the mainstay in the process of economic development. Many domestic policies have promoted the development of the real estate industry. The real estate industry continues to grow. Based on the relevant theories of financial risks, this study analyzes in detail the current financial problems faced by Company A, explores the relevant influencing factors of the financial risks of the enterprise, and puts forward specific countermeasures to prevent financial risks, which can help Company A improve the financial risk management system and reduce the occurrence of financial risks.

Panax ginseng C.A. meyer (family: Araliaceae) is a perennial crop that has been widely used as a traditional medicine in Korea. Various P. ginseng cultivars exhibit a range of morphological and physiological traits as well as genetic diversity. To elucidate the differences of primary metabolism underlying such genetic diverstiy, we performed primary metabolite profiles in adventitious roots from five Panax ginseng cultivars using gas chromatography-mass spectrometry (GC-MS). The GC-MS analysis revealed eight primary metabolites as biomarkers and allowed us to classify the five cultivars into three groups. We selected three cultivars to represent each group and analyzed their transcriptomes by Illumina sequencing. We inspected 100 unigenes involved in seven primary metabolite biosynthesis pathways and found that 21 unigenes encoding 15 enzymes were differentially expressed among the three cultivars. Integrated analysis of transcriptomes and metabolomes revealed that the ginseng cultivars differ in primary metabolites as well as in the putative genes involved in the complex process of primary metabolic pathways. Our data derived from this integrated analysis provide insights into the underlying complexity of genes and metabolites that co-regulate flux through these pathways in ginseng.

Panax Ginseng is a perennial medicinal plant originated from North-east asia. Because of its well-known tonic effects mainly from ginsenosides, various types of processed ginseng products have been distributed around the world. Here, we analyzed secondary metabolite profiling of adventitious roots of 5 korean ginseng cultivars, Chunpoong (CP), Sunhyang (SH), Gopoong (GO), Sunun (SU), and Cheongsun (CS). At the same time, the profiles of relative gene expressions related to ginsenoside biosynthesis pathway were compared among ginseng cultivars. Secondary metabolite profiles were revealed by UPLC/Q-TOF-MS from extracts of bioreactor derived adventitious roots of five ginseng cultivars. Using principal component analysis, secondary metabolite profiles of ginseng cultivars were categorized into three groups. Metabolites with high VIP values were annotated using known database and standards compounds. Relative gene expression of ginsenoside related gene were analyzed using realtime PCR. The three groups had distinct metabolite contents. Furthermore, gene expression profiles related to ginsenoside were also different, which might contribute diverse secondary metabolite composition of ginseng cultivars. Further integrated analysis would provide a relationship between genetic background of ginseng cultivars and secondary metabolite profiles.

The generation and analysis of genomic resources information are essential to understand genomic features of crops. Even though medicinal component and its effect of Panax ginseng was well studied, the genomic study has been recently started. The ginseng genome has been known to undergo two rounds of whole genome duplication (WGD), therefore we investigated an evidence of WGD in ginseng draft sequence for understanding current ginseng genome structure. Four paralogous gene-rich genome blocks were found, consisted by eight scaffolds, using about 3.0 Gb whole genome draft sequence and 48,821 unigenes of P. ginseng generated by whole genome shotgun sequencing. The eight scaffold sequences were ordered and connected into four genomic blocks, using zig-zag extension within scaffold sequences recently duplicated. The paralogous scaffold pairs that were recently duplicated showed high sequence conservation in genic and non-genic regions. However, paleo duplicated paralogue scaffold sequences showed little conservation only in genic regions. Finally, a total of 110 paralogous gene pairs and its expression were identified from recently and paleo duplicated scaffold pairs, which were co-linear among four genomic blocks. This study provides the first insight into duplicated genome structure of ginseng and will be a valuable information for further ginseng genomics including improvement of draft sequence quality, chromosome anchoring of scaffolds, and genetic mapping.

Panax ginseng is a well-known herbal plant originated from North-east asia for its various tonic effects. However, production of ginseng roots takes long time in field condition, usually five through six years until harvest. Additionally, ginseng is very susceptible to many kinds of biotic and abiotic stresses, for example, Rhizoctonia solani, which causes damping-off, or high temperature. To overcome these limits, induction of adventitious roots has been studied for more than 10 years and also adventitious roots are widely used materials for genetic research of P.ginseng. In this study, we induced adventitious roots from registered Korean ginseng cultivars and cultured them in bioreactor condition. Induction rate of adventitious roots from nine Korean ginseng cultivars was evaluated and growth pattern of four cultivars in bioreactor scale was also studied. Furthermore, genes that are related to biosynthesis of saponins in ginseng, ginsenoside, were discovered in ginseng whole-genome shotgun sequences for genetic research.

Perilla is a genus as a member of the mint family Lamiaceae which is known to contain lots of volatile metabolite. Perilla has been called as ‘deulkae’ indicating ‘wild sesame’ that means it has been maintained in Korea with long history. It has been very friendly used as edible oil and as fresh leaf vegetable. Perilla oil is valued for its medicinal benefit because it contains best amounts of unsaturated fatty acids, especially for the alpha-linolenic acid, known to omega-3 fatty acid, among all of the plant oils. It also include many beneficial phytochemicals. However, little study is conducted on their genetics. Here, we announce construction of well normalized and full length enriched-perilla cDNA library from a whole plant of one cultivar ‘Youngho-deulkae’ and their sequence characterization to provide useful resources for genetics, breeding and metabolite engineering. By sequencing of 5,760 cDNA clones, we 5,438 high quality EST sequences. Sequence trimming and assembly resulted 3,995 unigenes which consists 1,004 contigs and 2,991 singletones. Unigenes that showed little homology at the DNA sequence level with known genes in other plants even though they showed similarity at the protein domain level based on BLASTN, BLASTX, and TBLASTX. This study may provide good resources for initiation of further genomics, comparative genomics, functional genomics such as metabolic engineering and molecular breeding.