Introduction The purpose of this study is to investigate the relationship between site features toward ecommerce and consumer attitude. For completion of this study, 598 online shopping experience for consumers participated in Guangzhou, Zhengzhou, Shenyang and conducted questionnaires. All data were analyzed by using the experimental method and By means of SPSS Ver 20.0 and AMOS 20.0 program to identify the relationship between site features toward ecommerce, User satisfaction, Use attitude towards the site and reuse intention in China. The results were followings: among site features toward ecommerce, Easy of use, Interaction, Information and executive ability influenced user satisfaction in China. User satisfaction have significant influence on use attitude toward the site. User satisfaction have significant influence on reuse intention. Use attitude toward the site have significant influence on reuse intention. And relation between site attributes toward online store and user satisfaction a portion moderated by e-WOM. Theoretical Frameworks With the use of the Internet and the popularization, the countries all over the world with the rapid expansion of scale, e-commerce application field of the economy in China has gradually been fully applied, more related to our life brought new development business services, the network shopping as a necessary to modern one of consumer behavior, and gradually developed into a new fashion. Under this background, the consumer online shopping, shopping website feature dimension has become an important factor that influence the online consumer behavior by academic circles in recent years. Literature, website characteristic dimension is discussed（Khaled Hsanein, 2007；Ying-Feng Kuo, 2012；Marie-Odile Richard, 2015；Jill Mosteller, 2014）, user satisfaction, use the site attitude and intention to use consumer experience for shopping website features dimension problem, enrich the theory of shopping website feature dimension system. But concluded, abroad, especially in the United States consumer market based on shopping website feature dimension effect on user satisfaction research conclusion of the path itself is not the same. For example: Featherman ＆ Pavlou(2003)；Pavlou(2003); O`Cass＆Fenech(2003)according to a study of cognitive useful online shopping intention have significant direct impact to the user the study of cognitive usability has a significant effect on shopping intention, but (Jinsoo Park ea al, 2004; Rong-An Shang, 2005)cognitive usefulness influence on shopping intention was not significant. Again, as a result of the above research mostly in foreign consumer market is given priority to, to foreign consumers research conclusion. But due to the difference of consumption culture between China and America, values differences, perceived shopping website characteristics, motivation, habit is also different, foreign research conclusions are not always suitable for the situation of the Chinese consumer market. for example, Jarvenpaa, etc.(1999) the study found that cognitive users to the website shopping risk to them from the online store shopping will have no effect. Teo&Yeong(2003) under Internet environment are studied by structural equation model of consumer purchase decision process, found that perceived risk and consumer negatively correlated to the general attitude towards online transactions. But (Zhao Chongzhi,2002) based on the domestic consumer market research found that shopping site safety cognition to the website for user functionality have a significant impact on interests and security interests. And (Cha Jin Xiang, Wang Lisheng,2006) of the study also found that consumer perception of shopping website service quality (including network security) and customer expectations of website for shopping website satisfaction have positive significant impact. The different research conclusions in different consumption market, Rachel Smith; George Deitz et al(2013) study because the result of different consumption culture. So according to the Chinese consumer market environment impact on consumer behavior under shopping website feature dimension is necessary for further research. Which shopping website feature dimension is main motivations affecting user satisfaction? Shopping site feature dimension can affect users through user satisfaction and willingness to use? Finally, some problems in the network shopping market in China, such as part of the electricity business enterprises lack of integrity led to false information, shopping website users with network information leakage weaken consumer trust and the shortage of electricity business logistics service ability, these problems have become the bottleneck of restricting network retail market sustained and rapid development. For consumers, before to make online shopping decisions, consumers need to compare goods search, information independently, price negotiation, customer feedback, and meantime consumers to comment on network level of recognition greatly affects the consumers' purchase intention (Wang Yuanhuai et al,2013). Especially for experiential service product, due to the consumers to buy before it is difficult to make an accurate evaluation the quality of the content(Litvin,2008), therefore, more comments need to refer to a large number of e-WOM in order to reduce the decision risk. So in this paper, the network comment information as regulating variable, confirm the shopping website feature dimension and the role of user satisfaction, etc., in this paper, the above problem is trying to answer. H1: Shopping site feature dimension positively related with satisfaction. H1-1: Shopping site feature dimension the ease of use and the use of satisfaction were positively correlated. H1-2: Shopping site of the interactive feature dimension was positively correlated with satisfaction. H1-3: Shopping site feature dimension informational was positively correlated with satisfaction. H1-4: Shopping site feature dimension performance was positively correlated with satisfaction.H1-5: Use the usefulness of feature dimension and shopping website satisfaction positively correlated. H2: user satisfaction positively related with the attitude of using the web. H3: user satisfaction and user intention to use present positive correlation. H4: use the website attitude positively related with user intention to use. H5 E-WOM in the website feature dimension and user satisfaction has significant intermediary role H5-1 E-WOM on the web site features in the dimension of usability and user satisfaction has significant intermediary role H5-2 The interactive E-WOM in the website feature dimension has significant intermediary role and user satisfaction H5-3 E-WOM in the website feature dimension of informational and user satisfaction has significant intermediary role H5-4 E-WOM in the website features dimensions and user satisfaction has significant intermediary role H5-5 E-WOM on the web site features dimension performance and user satisfaction has significant intermediary role Methods This research selected research object for the consumers of had online shopping experience, because these consumers to shopping website contact is more, the use of the functions of related websites have certain experience. Out 650 questionnaires, 598 valid questionnaires. Before the formal experiment, this study first preliminary experiments. Preliminary experiments in guangzhou, zhengzhou, shenyang, etc on the use of shopping website (Tmall, jingdong, Su Ningyi purchase, etc.) of the consumer as the research object, the actual 87 effective questionnaires were taken back. Preliminary experimental results show that the experimental measurement of each variable has a good reliability and validity, suitable for an official survey. Are test was started in February 17, 2015 ended on May 27, 2015, is still in the region were investigated. Market environment in our country according to the 2014 China's online shopping industry annual monitoring report Jane edition of C2C, the B2C shopping website ranking selection of shopping website: taobao, Tmall, jingdong, purchase, tencent Su Ningyi electricity online (QQ), etc., in view of the above in shopping website to buy related products, related use experience of man-made objects were investigated. Results in the overall sample run AMOS 20.0 software, to calculate the estimates of the model fitting index and the path coefficient. Analysis results show that the fitting of indicators of structural equation model is: x squared = 553.937, (df = 187, p = 0.000), GFI = 0.927, AGFI = 0.901, CFI = 0.920, IFI = 0.921, RMR = 0.067, RMSEA = 0.057. Results show that the indicators have reached the high level, the model with data fitting degree is high. As shown in (table 1) model of each path coefficient of relationship between variables in the statistical analysis of results. From which it is easy to find shopping website features ease of use, interactive, informative and usefulness has significantly effect on user satisfaction, but the ability to execute on user satisfaction without significant effect. And user satisfaction of users use shopping site attitude and intention to use also show significant effect, the final users use attitude for the user to use intentions also has a significant effect. In addition, the network comment information in the website is part feature dimension and user satisfaction. As shown in (table 2) moderated regression analysis of relationship between variables in the statistical analysis of results. First, network review information in the website feature dimension and user satisfaction has significant intermediary role. Second, the interactive network review information in the website feature dimension has not significant intermediary role and user satisfaction. Third, network review information in the website feature dimension of informational and user satisfaction has significant intermediary role. Fourth, network comment on the usefulness of information in the website features dimensions and user satisfaction has significant intermediary role. Fifth, network review information on the web site features dimension performance and user satisfaction has significant intermediary role. (see Table 1, Table 2). Discussion In this paper, the research conclusion of electricity enterprise management practice also has important reference value and enlightenment, mainly reflected in the following four aspects. First, the electricity business enterprise through the web site provides service should be reasonable combination of design and site features, meet the demand of consumers mutiple level, enhance user satisfaction. Second, the electric business enterprise should pay attention to improve consumers' perceived value and satisfaction, enhance the user use the site attitude and intention to use. Online store users satisfied with the attitude to users to use the site, the user to use intentions have made a significant positive correlation. Third, to provide online shopping electric business enterprise should touch the consumers actively, positive attitude, get the user to use choice intention and behavior. Fourth, the electricity business enterprise in the marketing practice of the business, to formulate the corresponding management system supporting effective incentives to encourage consumers to actively participate in product e-Wom, efforts to improve the quality and quantity of comments, fully excavate and make use of the effective information in the network comments, and according to these information, timely adjust enterprise product strategy, marketing strategy, service strategy, to adapt to the change of consumer demand, is expected to improve the satisfaction of consumer, to further cultivate customer loyalty, thus to obtain competitive advantage in the fierce market competition.

This paper examines the determinates of subsidiary product innovation in the Chinese market based on a sample 680 EU subsidiaries over the period of 1998-2009. To date, the literature on EU subsidiaries has failed to consider product innovation in the marketing strategy interplay in approaching new markets overseas. Building on Resource Based view linked with Chinese institutional factors, it empirically examines the inferential product innovation strategy in an EU-China context. By applying the econometric analyses techniques to investigate innovation determinants and to test the presence of agglomeration effect of past innovation activities. The results show EU MNC subsidiaries’ innovation is influenced by both host country institutions and firm capabilities, rendering support to the theory. The analysis indicates EU subsidiaries’ innovation is positively related to firm advertisement, labour training and host market size. R&D expenditure has a negative bearing on innovation. However, openness has a negative and significant effect on product innovation in China. The findings have important implications for theory, practitioners and policy-making. This study contributes to the literature on the evolution of MNCs by exploring determinants of developed foreign subsidiaries’ innovation activities in emerging markets.

Academic researchers have conceptualised and studied consumer-brand relationship and individual-place relationship in parallel in branding literature and environmental psychology research. As a construct that describes the strength of the bond connecting an individual with an entity, attachment receives great attention, due to its potential in affecting behaviours that may assist in marketing and promoting this entity (not limited to repeat purchase) (Park, MacInnis, Priester, Eisingerich, & Iacobucci, 2010). For example, research in branding literature finds that the strong attachment to a brand indicates a private relationship between consumers and brands and further leads to developmental commitment (Fournier, 1998), energetic word-of-mouth behaviour (Sommerfeld & Paulssen, 2008), and apparently loyalty (Thomson, MacInnis, & Park, 2005); in internal marketing studies, brand commitment is found influencing employees’ brand citizenship behaviour intentions (e.g. Morhart, Herzog, & Tomczak, 2009); research on brand ambassadors explores how they would influence other potential consumers in a general consumer-to-consumer (C2C) communication context, (e.g. Keaveney, 1995; Lovelock, 1983); in resident studies, Chen, Dwyer, & Firth (2014a) find that attachment may motivate word-of-mouth (WOM) to promote a place as a tourism destination. On one hand, the similar concepts of brand attachment and place attachment are respectively developed and discussed from different paths, but on the other, researchers from brand studies and place studies have long invoked to apply findings from one to the other. For instance, Kavaratzis (2005) attempts to transfer marketing and branding knowledge to places; while some other researchers devote themselves in adopting the framework of place attachment in the study of the consumer-brand relationship to take advantage of its multi-dimensionality development (Chen, 2012). Regardless, the multi-dimension nature of this concept is explored in branding literature. For instance, Mittal (2006) suggests that consumers associate a brand to themselves because the personality of these brands also represents who they are (i.e., an identity basis); Fournier (1998) finds an emotional component that is highly relevant to both marketing academics and practitioners; etc. Nevertheless, little research on brand attachment develops a multi-dimensionality as complex as those in place studies (e.g. Kyle, Graefe, & Manning, 2005). The questions are: Is the multi-dimension nature of consumer-brand relationship the same as that of individual-place relationship? If not, to how much extent may researchers apply findings from these two research streams to the other? To fill in these research gaps, this study aims to test the dimensionality of place attachment on studying consumer-brand relationship, and to examine how dimensions of brand attachments affect consumers’ brand citizenship behaviours.A variety of disciplines have shown an interest in understanding the attachments that people form with places. The concept of place attachment is defined as “a positive connection or bond between a person and a particular place” (Williams & Vaske, 2003, p. 831). In environmental psychology, a number of researchers have attempted to conceptualise, understand, and measure attachment to interpret the individual–individual, individual–community, and individual–place bonding (e.g., Kyle, Graefe, & Manning, 2005). Research on place attachment can be divided into two streams: (1) The first stream of research (research in environmental psychology) considers place attachment as an outcome of an individual’s evaluation and attitude towards a place based on knowledge and experience with this place; (2) The second stream of research (research in interaction) ascribes the bond formed by an individual to a place to the meaning given to this object through interactional processes (Chen, Dwyer, & Firth, 2014b). In branding literature, Fournier and Alvarez (2012) suggest that the relationship between consumer and brand is highly alike to how one builds relationships between each other, which provides the ground of evidence to apply attachment (originated from studies on the child-mother relationship) in understanding consumer-brand relationship. Brand attachment can be defined as “a dynamic bond that illustrates the connection between consumers and brands” (Chen, 2012). Following Chen, Dwyer, and Firth’s (2014b) conceptualisation on place attachment, this study adopts the six-dimension framework of attachment and applies it in studying the consumer-brand relationship via brand identity; brand dependence, affective attachment, social bonding, brand memory, and brand expectation. In internal marketing literature, Morhart, Herzog, and Tomczak (2009) classify brand building/citizenship behaviours into three categories: retention, in-role citizenship behaviour, and extra-role citizenship behaviour. This framework of behaviours is applied in this research to explore consumers’ brand citizenship behaviours including retention, as well as WOM and proactive participation (equivalent to the extra-role citizenship behaviour). The relationships between dimensions of attachment and brand citizenship behaviours are established based on similar propositions in research in different disciplines. Many researches support this bond-behaviour relationship in different disciplines and research scopes. For instance, in tourism research, Choo, Park, and Patrick (2011) study and discuss residents’ voluntary behaviours to assist in promoting their resident place as a tourism destination, suggesting that residents would like to show hospitable attitudes and behaviours if they feel a sense of belonging and identify themselves with their places. A survey approach was employed to test the relationships between included constructs. Data was collected from different cities in China from November 2014 through March 2015. This study used a sample of 362 consumers who have used or are using Nike product. 62.4% of the respondents are male (consistent with the distribution of sports product consumers). Average age of the sample is 26.5, and the average length of brand usage is 8.87 years. Data was analysed using IBM® SPSS® Statistics 22 and IBM® SPSS® Amos 22 software. CFA was used to test the reliability and validity of the measurement, and SEM was applied to identify relationships among the constructs. The measurement of brand attachment in this study is adapted from Chen, Dwyer, and Firth’s (2014b) place attachment dimensionality and scales. Three three-item scales on one-to-one WOM, retention, and participation were replicated from Morhart, Herzog, and Tomczak (2009). One-to-many and many-to-many WOM measurements were respectively adopted from Hsu, Ju, Yen, and Chang (2007) and Lu, Lin, Hsiao, and Cheng (2010). CFA with maximum likelihood (ML) estimation was conducted to test the validity of the dimensionality of brand attachment. Due to the high correlations between several constructs, this measurement failed discriminant validity test. To enable further analysis, brand identity, affective attachment, and social bonding are combined as one single dimension (as Individual Attachment). Thereafter, a standard two-step SEM was run to identify relationships among the constructs in the hypotheses. A measurement model was first tested on the data to verify demonstrate convergent, discriminant, and predictive validity of brand attachment (revised) and the other constructs (Byrne, 2001). Goodness-of-fit indices of both measurement and structural models reached an acceptance level. From data analysis, the frameworks on brand citizenship behaviours are supported by the statistics. However, the number of attachment dimensions is compromised in testing the consumer-brand relationship due to the high correlations between several dimensions. This implies that consumer-brand relationship is less complex than individual-place relationship and can be captured by a simplified dimensionality framework. In other words, the finding indicates a high complexity on the dimensionality of place attachment compared to brand attachment. The results suggest that simple replications of brand concepts in studying places may be problematic and biased, since aspects that are not significantly distinguished in brand attachment but important in place context may be overlooked. On this basis, branding researchers need to be cautious in studying phenomena in place and destination issues when applying classical branding and marketing theories. Similar evidence can also be found in several previous studies (e.g. Chen, Dwyer, & Firth, 2014b; Lee, Kyle, & Scott, 2012). As to the constructs included in this study, the factor loadings (all larger than 0.76) were satisfactory after combining brand identity, affective attachment, and social bonding as one construct, indicating a satisfactory degree of reliability. An alternative model (considering brand attachment as a second-order construct) is tested to explore the general indication from brand attachment to WOM, retention, and participation. This result also provides a theoretical and empirical basis for practitioners to finds means to motivate loyal and attached consumers on different behaviours which may benefit their brands. Specifically, Individual Attachment and Brand Memory are found to be significantly affecting different types of WOM behaviours. This is consistent with Chen, Dwyer, and Firth’s (2014) findings on the impact of place attachment on WOM behaviour in studying Shanghai residents. The results imply that for Chinese consumers, the stronger an individual identify a brand will influence the more he/she would “talk up” the brands. For branding managers, it is clear that an emphasis should be taken on enhancing the identify fit between their brands and consumers, as well as promoting a brand personality which is perceived popular and adoptable by consumers. Similarly, helping consumers to build brand community to interact and socialise with other consumer and stimulating consumers’ emotional arousal can help brands motivate consumers to “pass on the right word”, likewise creating unforgettable consumer experiences. Secondly, BAS and brand expectation are found to be influencing brand participation. This is consistent with the study on Chinese students’ attitude toward participation in tourism activities in Sydney by Chen, Dwyer,and Firth (2015). For brand managers, assisting in consumers’ identification process with the brand, creating socialising opportunities and receiving positive emotional responses from consumers via brand activity designs, as well as enhancing consumer’s confidence on the brand may attract consumers to be more actively involved in the branding process. Lastly, brand dependence and brand expectation are found to affect retention behaviour in this study, suggesting brands still need to emphasise on maintaining and constantly improving the quality of the product and the brand to take a better place in the competitive market. This remains the key to reduce consumer defections. Future research may be taken to (1) propose a refined dimensionality of brand attachment based on place attachment; and (2) compare consumers and brands in different cultures on what role attachment may play in motivating different brand citizenship behaviours.

The main purpose of this paper is to investigate how a luxury brand may be affected by the variables associated to a new market entry as the Chinese and how those new market variables are integrated in the process of rebranding in the new geographical context. In doing so, the paper will review the existing literature in the field and following three derived propositions through a qualitative approach, it will analyse the successful brand strategy of three Italian luxury brands. The luxury brands considered in our investigation are three international ones with a specific consolidated brand heritage and with a multisectorial positioning. The methodological approach chosen in the analysis is the case-study method (Yin, 1984) with the specific purpose of focusing on a particular phenomenon instead of generalising (Schramm, 1971). Following the case-study methodology, this paper will explore and analyse the specific luxury brand building and rebranding process adopted by three Italian luxury brands to enter the new market and specifically through the digitalisation of the brand. The abstract will report a summary of one case as a reference sample. The empirical research will evidence the positive impact of digitalisation for successful luxury branding and rebranding in entry market strategy and justify its adoption in the exclusive luxury sector by the socio-cultural context-related factors of the new market. It will provide specific orientations and recommendations as well as best practices for luxury corporations on the specificities of branding and digitalisation of luxury in China. The research will show a successful model path for luxury branding when entering the Chinese market and the key impact of the “luxury digitalisation” strategy - usually associated to high accessibility - with respect to a traditional “luxury retailing” strategy - associated to the exclusivity of the luxury sector. Introduction The increasing interest in luxury brands in the fast growing economies of Asia, with particular attention towards China, has supported the growth of the luxury market in the last years. China, the global second largest economy, with the global largest consumer market, has reached a role of an undisguisable strategic leader in the luxury market. Far from theexponential double digit growth rates characterizing China’s growth in the past decades - as high as 14.2% in 2007 – at the moment it is entering a different phase of growth. A recent trend is tending to see China as the source of a multiplicity of diversified aspects impacting the global luxury market scenario – despite the fact that luxury industry market situation is not simply China related. The ongoing Chinese growth in the last decade has been associated with a decrease in European and US markets. In addition to this, further issues have negatively affected the market grow more related to Chinese market specificity. Chinese exponential luxury market growth has negatively influenced the exclusivity aura associated to luxury goods and consequently disrupting non-Chinese luxury customers and Chinese top spenders luxury brands orientation. In relation to the economic crisis in consolidated markets, international luxury brands have focused their interest towards fast growing economies. As a result, global brands have focused their attention on attracting fast growing economies with a specific growth in affluent consumers interested in foreign brands and in an augmentation in global consumption (Le Monkhouse et al., 2012). As a consequence, China has attracted much attention by significantly contributing to balance the sales decline in consolidated economies that in 2013 accounted for 28% of the €212 billion global luxury consumption (Schiliro, 2013). In the new luxury oriented Chinese context, local shoppers have started to become brand aware of what they were in the past and with a specific focus on luxury fashion brands (Bruce & Kratz, 2007). However, it would be too limited to simply consider that the volumes of the market and focus on luxury brands is resulting only from consumer intentions to purchase luxury brands. A multiplicity of factors and in particular context related factors affecting shoppers luxury brand perception and luxury goods purchasing experience must be considered and as a consequence those context related factors that may affect the branding process itself. China's culture is different from Western cultures (Henriksen, 2009), and thus, Chinese luxury consumption may not follow the trends of the Western world. The Chinese perceive luxury brand value in terms of China's unique cultural background and as a consequence of the Chinese economic development, the Chinese luxury lifestyle is gradually evolving and beginning to show its own distinct characteristics. Although prior research related to luxury examines different cultures and markets such as the US, Indian, European, the Chinese luxury context and its impact on luxury brand when entering this market have not been examined sufficiently. Literature review Luxury Brands, Rebranding and the Chinese Context Literature teaches us that “luxury” is used to denote the main category of highly prestigious brands (Vigneron & Johnson, 2004). In the same way, luxury brands are related to wealth, exclusivity and power and are related to the fulfilment of nonessential desires (Brun et al., 2008 and Dubois and Gilles, 1994). “Luxury brands” comprises highly quality, expensive and nonessential goods and services that are symbols of rarity, exclusivity, prestige, and authenticity in for their consumers and they can provide highlevels of symbolic and emotional value (Tynan, McKechnie, & Chhuon, 2009). Vigneron and Johnson (2004) and later Wiedman et al. (2007) defined the concept of luxury as the physical and psychological values provided by prestige of luxury brands and consequently highlighting the symbolic and conceptual dimension associated to luxury. However, it was evidenced how the dimension is strongly associated to the cultural values and to the social environment by considering luxury goods representatives of individual and social identity (Vickers & Renand, 2003). These elements of exclusivity, prestige, rarity as well as individual and social identity are the key values distinguishing luxury from nonluxury brands (Tynan et al., 2009). In the same perspective, Kapferer (1997, p. 334) highlighted the importance of those luxury brand values in evidencing that brand memory and brand values should not be abandoned when the brand is revised suggesting that rebranding is an incremental process in contrast to a radical change. The Digitalisation of Luxury Brands and the Chinese Market In the western countries, the elder people mainly compose luxury customers, while luxury consumers become younger (about under 40 years old) in China. The increasing number of middle-level class has been the main force of online luxury consuming. The consumption concept of younger customers are huge different from that of traditional customers. Solomon (2009) expressed that customers’ behavior is a dynamic concept because they are influenced by the outer factors and inner elements (Solomon, 2009). A survey from McKinsey & Company indicates that there are almost 90% of Chinese Internet users living in tier1, tier2 and tier 3 cities have enrolled in a social-media site and Chinese people can be regarded as the world’s most active social-media population, around 91% of respondents telling they visited a social-media site in the previous six months, followed by 70% in South Korea, 67% in the United States and 30% in Japan (Chiu, Lin, & Silverman, 2012). The Chinese social and cultural context is increasingly becoming “digitally savvy” and Chinese citizens are more likely to gain information from Internet when they would make shopping decisions. First Proposition Indirect orientation for the first proposition comes from Vickers and Renard (2003) conceptual development that evidences that the conceptual dimension of luxury is strongly influenced by cultural elements and by the social context. Consequently it derives that the digitalisation of luxury as a part of the social and cultural variables of contemporary Chinese consumers’ market will be conceptualised in the rebranding process for luxury brands when entering the Chinese market. Second Proposition Specific support for our second proposition comes from Kapferer (1997) theory highlighting that successful luxury rebranding has to keep least certain core brand elements to have a proper transition from the existing luxury brand to the revised luxury brand in the new Chinese market. The digitalisation process for rebranding will evidence the core elements kept as a part of the brand heritage and identity.In the re-branding process new market segments may be touched or even new markets (Kapferer, 1997). Successful luxury rebranding may require meeting the needs of new market segments. As a consequence, in our third proposition it is assumed that new attributes to the brand may be required to satisfy the new market and in particular the Chinese digitally savvy” segment. These principles of rebranding applied to our Chinese luxury context refers to the existing literature relating to re-create the brand vision to entry the new Chinese market. Research questions and methodology This research aims to analyse the impact of cultural and social variables of a new market, the Chinese one, in the redefinition of a luxury brand and in particular: - the evolution towards a new digital orientation as a response to the needs of the new customer segments - the specific socio-cultural characteristics of the new Chinese market customer segments In order to provide specific responses from the field, the empirical research methodology is based on the case analysis method (Yin, 1984). The luxury brands cases considered in the research have been kept anonymous in order to keep the confidentiality of the data collected and consequently referred as A, B and C. It has been based on interviews carried out in China and in Europe with the management of the luxury brand, with a sample of its customer segments and also on the published data of the corporation. The Case of an Italian Luxury Brand in China The A case: Rebranding through Digitalisation for Successful Entry in the Chinese Market Out of the three cases, A is an Italian global luxury brand with an established brand image and heritage internationally. Its positioning as authentic luxury brand worldwide specifically focus its image on exclusivity, originality and innovative design. China, which was entered lately with respect to the other geographical markets in their global strategy, has now become clearly the main focus. Its entry strategy has been oriented towards a progressive reinforcement of relations between brand and market, in particular in relation to the digitalisation of the market and its consumption mode. The brand started opening the main flagship store in the Mainland China capital Beijing and following with the fashion centre Shanghai at the beginning of 2006. After a few years of gradual expansion and monitoring of the market evolution, the brand can nowadays count on a consolidated flagship store network adding value to the brand awareness. Counting on the younger Chinese luxury market segments, the brand had a remarkable immediate growth in the market as a result of its brand core values and image as well as of its own digitalisation of the brand development strategy. The growth and consolidated positioning allowed the brand to start a brand expansion strategy by introducing the cosmetics line in department stores after clothing and apparel and perfumes. Conclusion A luxury brand focused on a specific rebranding as entry strategy for the Chinese market through the integration between the socio-cultural variables associated to the local context and the core components of the brand. A transferred the brand to the Chinesemarket by maintaining its own young style and image, specifically suitable for the young Chinese luxury market. In the initial phase of the Chinese market entry, A focused on reinforcing the brand image and awareness in the local socio-cultural context by developing their retail and distribution in particular by having key premium locations, fundamental to communicate the brand identity and core values. However, the retailing network was not perceived as sufficient to create “a social buzz” in the Chinese young socio-cultural context that is specifically influenced by digital media in this geographical environment. The analysis of the brand and its entry strategy in China have clearly shown that they entry and kept expanding in China from first to third tier cities and to different targeted segments by developing an intelligent digitalisation of the brand. Starting from developing a Chinese version of the brand name, A brand modified its brand name as a main strategy to giving meaning to the brand in the Chinese socio-cultural context, as well as emphasizing the heritage of the brand and creating a strong position in the mind of the Chinese consumer and creating a strong advantage in the digital search positioning. Furthermore, in analysing the market socio-cultural digital trends and the decreasing reach of conventional media and the increasing one of the digital ones, A decided to focalise on a diversified use of digital media in their entry strategy - through online video advertising and the growing digital out of home as well as local search engine as Baidu or local social networks, BAIDU Sina.com Wechat Youku and in particular online influencers and BBS, Bullet Board Systems – by clearly choosing to rebrand through the digitalisation of their luxury brand in compliance with the socio-cultural variables and trends of the market. The sample case will be reported and the model path for branding and rebranding in the Chinese context will be presented.

In the middle of the 20th century, globalization developed rapidly, especially industrial modernization has leaded to the heavy crisis of earth’s natural ecology and spiritual ecology. People began to wake up and rethink human civilization development model, and were deeply conscious of the fact that humanity is in urgent need of reconstruction of ecological civilization. In this context, ecological literature emerges as the times required. This paper first introduced ecological criticism flourish under the background of the cultural changes, then collected and sort out the theory historical transition of the Chinese ecological criticism and ecological aesthetics, exploring the problem domain about the development of the theory of ecological literature in the new century. And finally, summarized the new century’s tasks of ecological literary theory in the construction of Chinese literary theory.

neighbors separated by a narrow strip of water, China and Japan have periodic rises and falls in their diplomatic relationship, but there are many things the two countries share in common. China experienced great social upheaval and Japan went through World War II, but despite these different historical traumas, both resolved to assign priority to economic development. Yet how will the dramatic social changes and the fading away of tradition affect the Chinese and Japanese people, especially the thought and values of their young people. Amid dramatic social changes and turbulence in values, what are the characteristics of their young people’s attitudes and behavior? Focusing on such problems, the author of this paper spent four years carrying out indepth investigations and research on college students’ understanding of nature, ecological and environmental issues, etc. The college students in this study came from nearly 20 universities in Japan and 20 universities in China. This paper will undertake a detailed comparative analysis of the ideological and value orientations of young people in China and Japan.

‘중·일 1972년 체제’는 1970년대에 가동되었으며 1980년대 장족 한 발전을 이루었으나 1990 년대 ‘중국위협론’의 영향으로 ‘1972년 체제’의 전략적 토대가 동요되었다. 중국과 일본 관계 는 ‘배회기’, ‘냉각지’, ‘조정기’를 겪어 현재 ‘대항기’적 태세를 나타내고 있다. 양국은 1990년 대 중반부터 불편한 국면에 직면 했음에도 불구하고 전략적 교합집을 확대하려는 노력을 기 우렸다. 21세기 초 반 중국의 불가역적인 성장과 일본의 장기침체 등 요인의 영향으로 역시 인식문제, 영유권 문제, 타이완 문제 등 이른바 양국관계 발전에서의 갈등 요소가 불거지게 되었다. 따라서 양국관계는 ‘협력 중의 경쟁 관계’에서 ‘경쟁 중의 협력 관계’로 전환하였다. 지구적인 측면에서 중·미관계가 가장 중요한 양자관계라면 지역적인 측면에서 중·일 관계가 그렇다. 중·일 관계의 선순환적 발전을 위하여 원칙적으로는 양국 간의 정치적 신뢰의 회복 이 가장 중요한 과제이다. 중국과 일본 관계는 국제적 .국내적 환경구조의 변화에 따라서 변 화할 것이다. 따라서 양국 정부는 인적교류를 촉진시켜 중국과 일본 국민간의 감정이 ‘밀이불 친(密而不親): 교류가 빈번하지만 호감도가 낮다’의 상태에서 ‘기밀유친(旣密又親): 긴밀한 교 류 속에서 이루어진 진정한 친화감)’의 태세로 발전 할 수 있도록 노력해야 한다.

이 연구는 ‘상무위원은 처벌하지 않는다(刑不上常委)’는 중국정치의 잠재된 관례를 파기하 고 사법과 공안 분야의 막강한 대항력을 갖춘 저우융캉을 어떻게 처벌할 수 있었는지에 대한 의문에서 시작됐다. 그간 중국 지도부가 상징적으로 중앙위원급 고위관료 처벌을 감행했지만, 중국정치의 핵심 행위자(actor) 역할을 하는 상무위원(常務委員)을 처벌 대상에 포함하지 않 았다. 이들의 조사 과정에서 강력한 대항력과 정치적 비용(political cost), 그리고 공산당의 통치력 약화가 초래될 수 있기 때문이다. 하지만 시진핑은 출범 후 제창했던 의법치국(依法 治國)의 국정기조 상충을 무릅쓰고 사법기관보다 당 차원의 중앙기율위를 이용해 저우융캉 처벌에 매진했다. 그 결과 중앙기율위는 저우융캉 계파의 부패망을 역이용해 주변에서 중심 으로 그의 부패 대리인을 조사하며 옥좼으며, 종국에는 원로들의 동의를 얻어 저우융캉을 처 벌할 수 있었다.

2015년 12월20일 한중 FTA가 발효되면서 10조원의 중국시장 선점과 약 10년간 0.96%의 경제성장효과를 나타낼 수 있을 것이라는 정부 발표가 있었다. 또한 한중 FTA의 2015년 연 내 발효에 따라 2016년부터 바로 그 효과가 나타날 것으로 발표되어 한국경제의 새로운 국면 을 기대하게 되었다. 그러나 중국경제의 성장둔화, 초저유가와 맞물려 2016년 1월 대 중국 한 국수출은 전년 동월대비 21.5% 감소하여 2008년 세계금융위기 때와 비슷한 양상을 보이고 있다. 이러한 현상은 단지 중국의 성장둔화와 저유가만의 문제는 아니며 한중 무역구조 변화 의 영향도 배제할 수 없다. 이에 따라 본 연구에서는 한중양국의 무역구조를 판단할 수 있는 무역결합도를 측정한 결과 한중무역은 결합도가 점차 감소하여 상호경쟁적인 것으로 나타났 다. 이러한 변화가 양국무역에 영향을 주고 있는 것으로 판단되며, 무역결합도를 활용한 한중 FTA 양허안 분석은 새로운 시사점을 제공할 것으로 보인다.

This study aims to arouse the people clearly to the differences of Danoje Festival in Korea from Danoje Festival in China for which it was designated as a world heritage. This study investigates the overview of the contents of Danoje Festival in Korea and China, and the differences of Danoje Festival in Korea from that in China can be summarized as follows: First, there is a difference in the origin/purpose of Danoje Festival between Korea and China. Danoje Festival in Korea is a kind of harvest ceremony celebrating the creation of life and praying for safety by the Yin-Yang harmony through sacred marriage of Cheonbusin (Heavenly father god) with Jimosin (Earth mother goddess) (or Sumosin (Water Mother Goddess)) in the myths of Dangun, Jumong, Park Hyeokgeose and Kim Su-ro. Yongseon (Dragon ship) game of Danoje Festival in China is a prayer for the safety of Qu Yuan’s corpse or a Yongmuje event for calming the appearance Sea god (God of water) by the battle under the water. Second, there are differences in the process of the development of Danoje Festival between Korea and China. In Danoje Festival in Korea, primarily, Summer Solstice Festival or May Festival was combined with secondary god of nature and thirdly, it was replaced by human gods, Gongeophyeong (General Han and His Sister, State Master Beomil and Kim Yu-Sin). In Danoje Festival in China, first, the summer solstice system was combined with the sea god festival, and second, the sea god was replaced by a human god in a kind of revengeful spirit (Qu Yuan). Third, there are differences in the process of the succession of Danoje Festival between Korea and China. Danoje Festival in Korea focuses on the rites, so entertaining group play Hwaetbul Nori (Torch play), Seokjeon (Mock fight with stone missiles) or horse race were included as part of Danoje Festival. Danoje Festival in China focuses on the games/plays instead of the rites, so ritualistic elements are diminished. In other words, Korea focuses on the rites while China focuses on games. Although Danoje Festival in Korea and China was developed in similar religious activities because of the regional background of high temperature and humidity and the industrial background of agriculture, it was found that Danoje Festival in Korea had different cultural styles with that in China, in terms of the origin/purpose and the processes of development and succession. The succession and development are most important parts of cultural heritages. In this sense, it is judged that it would be necessary to have a broad mind of understanding and respecting the country’s culture, rather than establishing the rights and wrongs based on the similarity of name or origin.

본고에서는 중화권 여우커를 위한 한국관광지 스토리텔링에 대하여 살펴보므로, 이 방면 연구에 보탬이 되고자 한다. 특정 관광지를 스토리텔링 하는 것은 더없이 좋은 관광안내인 것은 틀림없지만, 지나치게 허구적이고 흥미 위주의 스토리텔링은 관광객의 마음을 불편하게 할 수 있다는 점에서 심중해야 한다. 중국인의 습성 상 좋아하는 스토리텔링을 만들어내는 것도 좋지만, 보다 ‘한국적인 것’을 살려 스토리텔링을 담아 관광지를 개발하고, 중국 여우커 의 마음으로 다가가는 것이 바람직하지 않을까 생각한다.

This study was executed to deduce the factors affecting eco-friendly behaviors and attitudes, to analyse the difference of eco-friendly behaviors and attitudes between countries, and to draw the variables affecting clothing recycling behavior. The sample comprised people from the UK, China, South Korea. The results were as follows. The four factors related to eco-friendly behaviors and the five factors related to eco-friendly attitudes were derived from the results of factor analysis. In the case of eco-friendly behaviors, four eco-friendly behavior factors showed a significant difference all according to gender and country. In the case of eco-friendly attitudes, saving of natural resources for eco-friendly life, recycling for eco-friendly life, and individual preference for eco-friendly life showed a significant according to gender, also recycling for eco-friendly life, individual preference for eco-friendly life, social awareness for eco-friendly life, and company’s awareness for eco-friendly life showed a significant difference according to country. All of the variables related to clothing recycling behaviors showed the significant difference according to gender and countries. It was verified that the stronger the behaviors or attitudes for waste recycling and environmental protection, individual preference for eco-friendly life, saving of natural resources, buying eco-friendly products, and separate collection for recycling, the more positive the action to clothing recycling. The results of this study will be helpful to establish a marketing strategy for each country and to deduce a plan to attract clothing recycling form people.

Even though no international legal instrument explicitly provides the right for States to establish ADIZs, such zones have been unilaterally declared since the 1950s. China’s ADIZ above the Senkaku/Diaoyu Islands - a disputed area in the East China Sea and her recent activities in disputed maritime features in the South China Sea have given rise to concerns about other ADIZs that Beijing may possibly establish above this area. In that context, this paper ventures to draw some potential ADIZs, which may be established by China above the South China Sea, and predicts diplomatic and legal reactions from other States.

Regarding warships, customary rules on innocent passage and freedom of navigation codified in the UNCLOS are far from being settled among State Parties. FONOPs impose the US understanding of rules on passage and navigation in each and every sea area, forcefully implementing deregulation in order for the US to create a navyfriendly environment for its worldwide mission. By implementing another agenda of carrying out the new US policy of “Pivot to Asia,” the FONOPs in the South China Sea challenge the very heart of China’s sovereignty, and may bring about adverse effect to the process of peaceful settlement of territorial issues and maritime disputes in the South China Sea region. China believes the US FONOPs in the South China Sea are offensive to its sovereignty. Moreover, their adverse effect to the process of peaceful settlement of territorial issues and maritime disputes in the South China Sea region cannot be ignored.

The USS Lassen’s October 2015 South China Sea freedom of navigation operation was exemplary in some respects and cautionary in others. This article argues the Lassen’s mission to sail within 12 nautical miles of one of China’s artificial islands was a successful albeit exploratory challenge because the operation has helped to clarify maritime claims in the region and garnered international support for continued operations. This paper examines the US Freedom of Navigation Program’s broader goals of benefiting the international community with a rules-based system. It also argues that increased transparency is essential if these goals are to be achieved. This article analyzes China’s unclarified claims in the South China Sea and explores the concept of “psycho-legal boundaries” in relation to the so-called nine-dash line. It concludes by presenting suggestions for plotting a proper path forward for FONOPs in the region with an emphasis on protecting the marine environment.

Based on the reference achievement scholars before, combined with the actual survey results on Nom Tay documents currently stored in Institute of Sino-Nom Studies, conducted article comparing other cases face each other and are similar in structure between the written word: Nom of the Kinh and Tay ethnic group in Vietnam with the letter of the Zhuang ethnic blocks (Guangxi, China). This indicates that, basically 3 types of this writing there are a lot of similarities in terms of composition, the differences are very small and specific characteristics. This sector should be studied in depth and hopefully more will have interesting results in the future.

The genus Apolygus China (Hemiptera: Heteroptera: Miridae), comprising 64 species in the world, is one of the most diverse groups in the subfamily Mirinae, including well-known insect pests such as A. spinolae and A. lucorum. A total of 56 species are known in the Palaearctic Region up to date, and most of them have been described from China (28 species), Japan (26 species) and Russia (13 species) respectively. In this talk, taxonomic study on the genus Apolygus from the Korean Peninsula is presented with three Apolygus sp. nov. and two newly recorded species. Photographs and illustrations of diagnostic characters and biological information such as host plants and distributions for each species, and a key to the Korean species are provided. Besides, COI barcoding as a diagnostic tool for this group is discussed emphasizing on the low genetic distances between some species.

Current research status of Lepidoptera in China has been briefly reviewed, focusing mainly on the taxonomy of Lepidoptera. Data of projects funded by the National Natural Science Foundation of China (NSFC) on entomology during 2001-2011 (Qi, 2012) and 2012-2015 are used in analyzing the relevance of the publication quantity and the support strength of NSFC. Funds from NSFC on entomology have become more diverse. Current funds include general, regional and youth projects. NSFC encourages scientists to focus on the weak aspects of entomology, and the researchers have made rapid progress in recent years under the successive support of NSFC. Insect biochemistry and molecular biology have developed fastest, and more funds have been granted than other branches. But traditional disciplines, such as taxonomy, still develop slowly and need to be further supported by NSFC. NSFC has made effective effects to improve the research level and accelerate the development of entomology. In recent five years, a total of 1504 projects have been supported by NSFC in all fields of entomology. Among them, 250 projects are associated with Lepidoptera (including famous species such as Bombyx mori, Plutella xylostella, Ostrinia nubilalis), but only 18 projects are involved in the taxonomy of Lepidoptera. Since research fields of insects are very broad, some specific groups still need to be supported. In this regard, we should strengthen regional and international cooperations.